Solve Management Challenges with Your Company Song! "Company Song Contest" [18]A Massive Chorus of 1,300 People!? Behind F-PICO's Company Song Contest Victory
The "Company Song Contest" has consistently visualized the idea that "company songs drive corporate purpose actions," generating many moving moments each year.
NIKKEI Company Song Contest Official Website
F-PICO won the Grand Prize for Company Songs and the Judges' Award from Masazumi Yumikari at the 2025 contest. After winning the "Memorable Music Award" in 2019, they returned to the competition after five years and reached the pinnacle. Kohei Morimoto, the Dentsu Inc. content planner who launched the company song contest in 2016, spoke with F-PICO Chairman Morimasa Sato and Project Office Manager Hideto Kuramoto about this year's efforts.
[NIKKEI Corporate Anthem Contest]
Hosted by Nikkei Inc. with special cooperation from JOYSOUND, this is the No. 1 corporate anthem video competition where you can experience the purpose of companies and organizations through song and video. Twelve finalists were selected through online public voting and jury evaluations. The final rankings will be determined by presentations at a live event and video screenings. The contest defines "company anthem" broadly to include not only official anthems of individual companies, but also unofficial corporate songs, cheering songs for shopping districts or corporate groups, and theme songs for schools or local governments—any song embodying the spirit of those involved in economic activities.
A company song born from a remark at a bar and the first attempt at the 2019 Company Song Contest
Morimoto: Congratulations on winning the Company Song Grand Prize! First, could you tell us about your company?
Sato: F-PICO is a company that manufactures and sells food trays, lunchbox containers, and similar products. We have group companies nationwide and have built a comprehensive recycling system covering everything from manufacturing to collection and recycling. Among our initiatives, the "Tray to Tray" recycling method is a pioneering effort we've focused on. Our strength and pride lie in our continued management that values environmental consideration and resource circulation.
Morimoto: Thank you. Could you tell us what prompted your company to create a company song?
Sato: Actually, the inspiration for this company song came from a bar in Tokyo. It's a long-established spot where you can enjoy live music, and I've been a regular there for about 25 years. When I became president in 2009, I asked two of the bar's guitarists, "Would you create a company song for us?"
Why those two? Well, another regular at the bar was the coach of a certain university's golf club, and they had composed that club's song. I'm neither an alumnus of that university nor a member of their golf club, but I loved that song and often sang it at the bar. So, I asked them to create our company song too – that's how it all started.
Morimoto: So the company song was born from the president's personal connection.
Sato: When I heard the finished song, I loved both the lyrics and the melody. I also appreciated how it was composed in a key that's easy for anyone to sing, regardless of gender. It was officially adopted as Fupico's company song in 2018. We rented a studio and produced a CD with various versions: a full chorus version, a karaoke version, an acoustic version, and a music box version. We distributed it company-wide.
As the company song gradually permeated the company, one day an employee discovered the existence of the company song contest. We thought it was an interesting initiative, and even though it was right before the deadline, we rushed to shoot a video and managed to submit it just in time.
Morimoto: You won the "Most Memorable Music Award" at the 2019 company song contest, right? Your entry from back then really stuck with me too.
Sato: But honestly, it was frustrating. Back then, there was no final round; it was decided by voting. We were leading until the very end, but Fukoku Mutual Life Insurance ended up overtaking us at the last minute.
A grand chorus with 1,300 employees and their families. The company song project restarted, centered around younger members.
Morimoto: What made you decide to try again for the 2025 competition?
Sato: We had the timing of the company's 60th anniversary in 2021, so we decided to have the younger members come up with a commemorative project. Normally, I think people would suggest "Let's have an anniversary party," but instead, they said, "We want to create a corporate character." I was really surprised by that.
Morimoto: That's a unique idea.
Sato: Exactly. When we announced the open call at the company-wide morning meeting after the New Year, we had 28 submissions by the end of January. Moved by this, we encouraged more submissions, and ultimately received 981 entries. The secretariat must have had a tough time judging them, but we narrowed it down to 10 finalists and held a company-wide vote. The turnout was an incredible 96%. That's how the character "Picozaurus" was born.
Sato: If I had planned the 60th anniversary alone, I would have definitely only thought of a party. But by entrusting it to the younger staff, this level of passion and unity emerged. Since we're a group of about 5,000 people, the fact that roughly one in five employees submitted an entry is truly remarkable.
I'd been thinking we should do these employee-led initiatives regularly, and then it hit me: "Oh, right. It's been five years since that last one. Let's try entering the company song contest again." This time, to get the younger staff to plan the company song video, we solicited recommendations from each group and formed a 24-person project team. Since members were scattered all over Japan, just getting everyone together was quite a challenge.
Morimoto: That sounds like a major undertaking.
Kuramoto: We primarily worked remotely but also held several in-person meetings. The ideas that emerged were: "Film a caravan tour visiting group companies nationwide" and "Hold a massive sing-along with over 1,000 employees and their families in the most open space possible." Ultimately, we decided to hold a Thanksgiving event at the FP Core Arena Fukuyama in Fukuyama City, Hiroshima Prefecture, where the company was founded. We performed an a cappella chorus with 1,300 people, including group employees and their families, and used that footage as the video's climax.
Morimoto: I'm surprised to learn that such a background story lay behind that spectacular video. Mr. Kuramoto, you served as the project manager for this initiative, correct?
Kuramoto: Yes, I handled overall operational support as the secretariat. Honestly, I don't think anyone initially imagined it would become such a large-scale project. The young members gathered had never experienced anything on this scale before, so I felt it was an extremely challenging endeavor. Not only the project members, but even executives were helping out at the event that day with food stalls, ring toss, bowling, and such (laughs).
Morimoto: The video even showed the president making yakisoba at the food stall, right?
Sato: Yes. Discovering how yakisoba is actually made at a stall like that was quite fun (laughs).
The moment we won the grand prize: the emotion and unity that spread throughout the company and beyond
Morimoto: On the final day, the rankings were announced starting from 12th place, and it came down to F-Pico and Get It right at the end, didn't it? The moment Get It was called as the runner-up, everyone hugging and celebrating was incredibly memorable. You don't often see coworkers hugging like that, do you?
Sato: That was truly a moment of genuine emotion I hadn't felt in a long time.
Kuramoto: Get It's song and presentation as the first finalist were so outstanding, I thought, "This might be serious..." The other presentations were also incredibly strong, each filled with genuine passion. It really drove home how exceptionally high the level of finalists' work is.
However, when we applied this time, we thoroughly analyzed the finals from the past two or three years. Based on that, we identified key points: "Take on a different challenge than five years ago," "Do what other companies won't do," and "Don't forget our unique identity." We had extensive discussions and built our strategy around these points.
Morimoto: So the grand chorus concept was part of that strategy too. How did you feel during that time when the presentations were announced starting from 12th place?
Sato: I was confident we'd be in the top five, but as the rankings progressed—4th, then 3rd—my heart started racing uncontrollably. By the time 2nd place was announced, I was practically praying.
Morimoto: In the company anthem contest, one point that everyone struggles with every year is how prominently the organization's representative should appear. If the president appears too much, it can feel forced, but if they appear too little, it might give the impression that it's just the frontline staff doing it. In that regard, I felt Fupico's presentation had an excellent balance.
Sato: That's right. For the presentation, instead of me stepping forward to speak, Kurimoto and the others took charge.
Morimoto: From your perspective, Kuramoto, how did the president's role within the project appear?
Kuramoto: Not just on the final stage, but the representative always approached us with a "Let's trust them and see what they can do" stance. That was incredibly valuable. Being encouraged to "Go ahead and try it freely" made us feel both responsibility and a sense of purpose in thinking and acting for ourselves. In that sense, I think it was a truly ideal position.
Sato: I was shocked when I heard the project budget, though (laughs).
Kuramoto: That part was really... The budget ended up being significantly larger than initially anticipated. But we were already committed, and we pushed through with the determination that we absolutely had to make it happen. I was genuinely worried—what if we didn't make it to the finals with this...?
Morimoto: It's such a relief you won the grand prize. After the award, the company anthem video played again, right? Even people from other companies had tears in their eyes then. That shows how deeply it resonated with everyone outside our company too.
Unity extends to family and society. Purpose expanding from the company song
Morimoto: Winning the Grand Prize this time must have generated significant reactions both inside and outside the company, right?
Kuramoto: We were truly grateful to receive many congratulations from people outside the company. Internally, I heard that teams watched the livestream together by department and sales office, and cheers erupted when the Grand Prize was announced. This initiative really fostered a tangible sense of unity within the company.
Sato: After the finals, at the celebration, each of the 24 project members gave a speech. Everyone shared truly wonderful comments. Many said things like, "At first, I didn't even know what we were doing, but it was great to meet people from various group companies through this project," or "It was so much fun." Hearing that made me feel, from the bottom of my heart, that it was truly worth doing.
Also, on the intranet, we've uploaded a making-of video alongside the final version. It compiles scenes from filming at each location, unused footage, and preparation moments. This is another great record that captures the group's sense of unity.
Morimoto: I'd love to see that footage too. The final chorus scene, with the children singing along, really stuck with me. It's wonderful that the company anthem has spread to employees' families.
Sato: When we previously held a public contest for a mascot character, we received many comments from employees saying things like, "It increased conversations with my family," or "It gave my family a chance to think about what kind of company Fupico is." I'd be delighted if this company song similarly becomes an opportunity for everyone, including employees' families, to feel closer to Fupico.
Morimoto: Will the company anthem video also be used for recruitment activities?
Sato: Absolutely. I believe it's highly effective content for conveying the company's atmosphere and values.
Morimoto: That single video really packed in the essence of your company's appeal. It conveys not just what you make, but the passion behind making it.
Sato: Since F-PICO's core business is B2B, opportunities to be in the spotlight are inevitably limited. However, we recently placed an advertisement on the front page of the Nikkei newspaper. We believe elevating brand awareness through such channels is crucial for reaching students and job seekers.
Morimoto: Even if someone doesn't join us, if the name F-PICO sticks in their memory somewhere, it could lead to a connection down the line.
Kuramoto: Our CEO has long created opportunities for small-group discussions with employees nationwide. A common question that arises is, "Shouldn't we do more PR outside the company?" In recent years, with increased exposure to negative reporting about plastics, I think employees themselves have become a bit concerned. However, we take pride in providing things essential to people's lives and society, and we believe it's necessary to clearly communicate the background and our efforts to the world. That's precisely why we want to use the company song as content to convey this message both internally and externally.
Morimoto: Personally, through my involvement with the company song contest, I strongly feel a cycle emerging: by sharing the company song, which started as an internal initiative, externally, it ultimately contributes to branding for our own employees. I believe using the company song video as a starting point to communicate Fupico's purpose to society is highly meaningful.
Sato: There's another memorable event. Last September, a company in Kyushu had just joined our group, and we invited their employees to join the project team. They were thrown into the project starting in October, knowing little about Fupico or the company song contest. I imagine they were bewildered at first. But by the end, they had grown remarkably. They were actively moving within the team, taking the initiative to greet others, and speaking up. Their president even remarked, "They're like different people." Witnessing that kind of growth in employees through the project was a major reward of this initiative.
Planning a Thanksgiving event. Continuing to convey feelings and gratitude through the company song
Morimoto: Could you share your vision for how you plan to utilize this company song going forward?
Sato: Actually, only employees from the Fukuyama area participated in this Thanksgiving event. But during the company-wide morning meeting at the start of the year, I announced to all employees that we would hold Thanksgiving events nationwide (laughs). Now that I've said it, I feel I must make it happen. Just in Tokyo, including nearby factories, it would likely involve around 3,000 people. I'm already scratching my head over it... Still, filled with gratitude towards our employees, I'm determined to pull it off somehow. It might be difficult to do everything within this year, but if we can make it a success on a Kanto scale, I believe we can expand it to other regions.
Morimoto: The sense of accomplishment when we pull it off will surely be incredible.
Sato: And even though the excitement from the finals hasn't quite faded yet, I find myself naturally starting to think, "What should we do next?" I really believe events like this should happen regularly. They provide a chance for employees scattered across the country to unite as one. Maybe in a few years, we'll end up making a new video again (laughs).
Morimoto: We're definitely looking forward to a new video. Mr. Kuramoto, what are your thoughts on the future?
Kuramoto: For people outside the company, my biggest wish is that this company song helps them learn more about the F-Pico Group. Internally, I want us to be a company that not only our employees, but also their families, can become fans of. Work isn't always fun, right? There are times when you feel down or face challenges. In those moments, I hope this song will be remembered as a comforting anthem that stays with them, making them think, "Oh, we have a company song." I want it to be cherished as a song that stands by them. I believe this song has a timeless quality that will remain unchanged even after 20 or 30 years. I want to keep singing it, treasuring that universality.
Morimoto: It truly feels like a company song that will remain relatable in any era.
Sato: That's right. It's a song that directly expresses the feelings and vision we hold dear. We hope this award will be an opportunity for the entire group to further share that spirit, work to reduce our environmental impact, and also invigorate our communication with customers.
NIKKEI Company Song Contest Official Website
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Author
Mamoru Sato
FPICO Co., Ltd.
Born in 1959 in Gunma Prefecture. Graduated from Keio University's Faculty of Engineering. Completed the OPM program at Harvard Business School. Joined Mitsui & Co. in 1983. At Mitsui & Co., he was involved in the restructuring of 7-Eleven in the U.S. and was seconded to Mitsui Bussan Logistics Inc. as Vice President. He then joined F-PICO in 1999. After serving as Managing Director and Head of the Corporate Strategy Division, Senior Managing Director, and Vice President, he became President and Representative Director in 2009. In June 2022, he assumed the position of Chairman and Representative Director (concurrently serving as F-PICO Group Representative) (current position).
Hideto Kuramoto
FPICO Co., Ltd.
Joined F-PICO Corporation in 1997. Hailing from Hiroshima Prefecture. Since joining the company, has consistently worked in the secretarial office assisting executives. Was involved in the project to enter the 1st NIKKEI National Company Song Contest in 2019, only to lose in a close contest against Fukoku Mutual Life Insurance Company and swallow tears. In 2025, she won the Grand Prize at the NIKKEI Company Song Contest, avenging the previous loss after five years of waiting. When it comes to passion for the company song contest, I'm confident no one can match me.
Kōhei Morimoto
Dentsu Inc.
Focusing on solving management challenges through "content that moves the heart." Launched the "Company Song Contest" in 2016. Numerous initiatives leveraging unique connections with small and medium-sized business owners. Also responsible for project development centered around IP, major corporate purpose initiatives, and startup ventures. Former Koshien baseball player (Captain of Chiben Wakayama High School / Vice-Captain of Keio University).
