“Spark Your Journey”: The Vision Behind KDDI’s New Brand Message

On May 12, 2026, KDDI announced its new brand message, “Spark Your Journey.” This message represents the “promise” KDDI makes to its customers and society.

Why this phrase, and why now?
What process led to the creation of this brand message?

We held a roundtable discussion with Mr. Koji Matsuda, President and CEO of KDDI; Ms. Tomoko Aizawa, Head of the Brand & Communications Division; and Mr. Takuya Isoshima, Creative Director and Copywriter at Dentsu Inc. In this article, we explore how the phrase “Spark Your Journey” came to be and the sentiments behind it, through the words of these three individuals.

*This article is a reprint of an article from Spark Journal by KDDI, with some editing.

A 25-Year Milestone and the Turning Point of an AI-Driven Society

――What prompted the renewal of the brand message?

Matsuda: As we mark the 25th anniversary of KDDI’s founding, looking back on our journey reveals a history built on the accumulated efforts and challenges of our predecessors. We must ensure that this history is firmly passed on to the next generation.

At the same time, as a company, we must also transform in response to the times. So, what does transformation mean in today’s era? I see it as a shift toward an “AI-centric society.”In the society of the future, while AI will drive greater efficiency and sophistication, leading to business growth and the creation of new value, we must also confront the challenge of how to differentiate ourselves based on values beyond AI—which will become the norm. Within this AI-driven society, what kind of value will KDDI strive to provide? How will we evolve our core value, “The Power to Connect”?

As we considered these questions, we concluded that our brand itself represents a source of differentiation that is resistant to disruption by AI. This realization—and our desire to revisit and rethink our brand—served as the starting point for our discussions leading to this brand message refresh.

Aizawa: I feel that the values of each and every one of us have changed significantly in the wake of the COVID-19 pandemic. Furthermore, the pace of change in technology—including AI—and society has accelerated to a degree that is incomparable to the past. Amid changes in KDDI’s own environment—such as the launch of direct satellite-to-smartphone communication services, the opening of an AI data center, and the relocation of our headquarters to Takanawa—we need to rethink “what the KDDI brand should be in this day and age.” This awareness was also emerging on the front lines.

――What process did you follow in re-examining the brand?

Aizawa: When considering our brand, it is essential to start with the voices of our employees. To that end, we held workshops where we discussed KDDI’s values and its future direction. KDDI operates across a wide range of business areas and has a diverse set of stakeholders. To avoid bias toward any specific perspective, we held discussions with employees from a wide range of backgrounds, transcending positions, generations, and departments.

Matsuda: A brand is shaped by the accumulation of the daily actions and decisions of each and every employee. That is precisely why it is crucial for employees themselves to truly internalize—as a personal matter—what KDDI should be and where it is headed. Around that time, we received feedback from employees saying, “We’d like to hold workshops in preparation for the new organizational structure.” So, we decided to start by listening carefully to the voices from the front lines to understand what values and sentiments were truly alive there.

Aizawa: During the actual workshops, passionate statements poured out from employees one after another, such as “We want to create value beyond being the world’s best at connecting people” and “We want to revitalize Japan.” What struck me most were the voices of our younger employees. They shared sentiments like “I want to support people’s challenges through telecommunications” and “I want to do work that supports each individual’s life.” I was deeply moved to see that the generation set to lead KDDI in the future possesses such clear determination and hope.

The meaning behind the carefully crafted message, rooted in employees’ words

――Based on the employee feedback gathered during the workshop, what steps did you take to formulate the brand message?

Aizawa: Based on the voices of employees gathered during the workshop, we reaffirmed our commitment to reexamining the value KDDI will provide in the future, and from there, concrete discussions began.

Matsuda: In the process of crafting the brand message, we made new discoveries every time.Our 2000 slogan, “Designing the Future,” signified our commitment to pioneering and designing the future, while “Tomorrow, Together,” adopted in 2019, represented our shared vision of shaping tomorrow’s future. While upholding this corporate culture, we engaged in extensive dialogue to determine how to connect the employees’ voices that emerged from the workshops with KDDI’s future narrative to convey a sense of evolution.

Isoshima: First, we took a broad view of the employees’ voices and explored what constitutes the core of “what makes KDDI unique.” What struck me was how strong the employees’ sense of public responsibility is. Even though they work for a large corporation, phrases like “services that leave no one behind”—words that show a commitment to each individual—came naturally to them. I felt this was a unique quality rarely found in other companies.

Then, three major directions emerged in the early stages.
The first is “Equity.”KDDI is a company that has long provided infrastructure essential to daily life and society, and it holds a very strong commitment to the public good, guided by the principle of “for everyone.” The second is “Personal.” KDDI aims to provide services that leave no one behind and to support each individual’s life. And the third is “Vitality.” There is a desire to move society forward, revitalize Japan, and support people’s challenges.

I began by outlining these three concepts broadly. Then, as we discussed what would be the most appropriate value for KDDI to provide to society, we gradually narrowed down our focus.

Matsuda: Hearing Mr. Isoshima’s analysis really made sense to me. It felt like the “essence” of KDDI that we had sensed, along with the direction we should take moving forward, had finally been put into words.

Isoshima: During our discussions, President Matsuda shared the idea that “since Equity is already a fundamental premise within KDDI, perhaps we shouldn’t emphasize it too much.” So, we proceeded to develop the brand message centered on the question of how to integrate the two directions—“Personal” and “Vitality”—onto the foundation of “Equity.”

――What was the story behind arriving at “Spark Your Journey” as the phrase to unify these two directions?

Matsuda: From an early stage, we established the word “Journey” as our central theme. This word carries two meanings. One is the journey as a timeline where life and work progress over time. The other is the journey as a geographical expanse, reflecting how each person lives in different places and circumstances.

Isoshima: Behind this word lies a continuity with the brand messages KDDI has championed in the past. Past brand messages—such as “Future” and “Tomorrow”—all included terms related to the timeline. Building on that tradition, when we considered a word that would resonate with a “personal” timeline—that is, “life”—“Journey” emerged.There isn’t just one future; it’s different for each person. We adopted “Journey” as a word to express each individual’s future.

Matsuda: And by adding the word “Your,” we’re conveying the concept of “Personal” more clearly. Each person has a different life, and each has their own flow of time. We face each one of those head-on. In that sense, “Your” plays a crucial role in this message.

Isoshima: That’s right. “Your” helps define the contours of the message more clearly. Until now, KDDI has provided value from a “for All” perspective, so to speak, to everyone living around the world. Making phones accessible to everyone. Bringing the internet to society. Ensuring everyone has access to mobile technology. Having gone through those eras, KDDI is now entering a phase where we will more fully support each and every user.We’ve infused this “Your” with the mindset that every single employee works while visualizing the “Journey” of the individual right in front of them—that person’s own journey.

Aizawa: The word “Your” is intended to clarify “whose journey it is.” And by placing the subject of the journey on each individual, we demonstrate KDDI’s commitment to engaging with each and every one of them.

As a company, we want to prioritize “humanity.” There is no doubt that technologies, including AI, will continue to evolve in the future. That is precisely why we believe companies will be challenged to determine how to use these technologies to foster human warmth and humanity. Moving forward, KDDI aims to remain a more human-centric company that pays close attention to each and every customer. We wanted to embody that commitment in “Your Journey.”

――So, what kind of meaning is embedded in “Spark”?

Matsuda: “Spark” is an expression we took our time to carefully select. It refers not only to major successes or dramatic changes, but also to the “trigger” that starts something new—it embodies the small, unspoken spark that is born in the heart.

Since becoming president, I have placed great importance on KDDI being a “company where people can passionately pursue challenges.” When people become engrossed in something, their spirits soar. I believe that the excitement and emotional stirrings at the very beginning of that journey are what drive a person’s life forward.

I’ve infused the word “Spark” with the meaning of that “thrill” and “kindling a flame.” Whether in work or in one’s personal life, I want to cherish that moment when a person is moved from within.

Isoshima: Actually, “Start Your Journey” was also a candidate at first. “Start” is very easy to understand in the sense of “beginning” or “taking the first step,” and it goes quite well with “Journey.”

Matsuda: In the past, we might have chosen “Start.” But this time, I had made up my mind that I wanted something that, when looking back later, would make people think, “This was the turning point.” So I felt that “Spark,” with its greater “impact,” was more fitting.

That’s because I believe the nature of the “passion” required to become “absorbed” in something varies from person to person. Some people possess a “self-igniting” quality that drives them to take action on their own, while others are “spark-ignited,” meaning they’re inspired to act by someone else. That’s precisely why the word “Spark” encompasses not only the intense, self-sustaining flame that burns within, but also those moments that kindle a small flutter deep in the heart or a spark ignited by a chance encounter.

Even for those who feel they aren’t the type to make a big impact, we want to support the small changes and shifts in their feelings. We aim to be there for each and every one of those moments.

Aizawa: Part of the appeal of “Spark Your Journey” is that it doesn’t fixate on a single, rigid meaning. The scale of the “Spark” and the interpretation of “Your Journey” can vary from person to person. It is precisely because of this flexibility that employees can relate it to their own work, and I believe it allows customers and society to perceive it as something that applies to them personally.

What “Spark Your Journey” Represents: The Past and the Future

――What kind of message do you hope “Spark Your Journey” conveys to those who receive it?

Aizawa: Until now, we have communicated the value of “connecting” both internally and externally. However, with this brand message, I would be delighted if people could sense what lies beyond that. Beyond the connection, a spark is ignited within a person’s heart and challenges. I hope that by embodying the act of “connecting,” people will feel that KDDI is a presence that helps move each individual’s life forward, even if just a little.

Beyond our communications and technology lie people’s daily lives and personal journeys. Through “Spark Your Journey,” we hope people will sense that KDDI is a company that takes these aspects seriously and is committed to supporting each individual—not just in words, but through our actions.

Isoshima: A corporate brand message serves two main purposes. One is to define who we are as a company. The other is to indicate the direction we are heading.

The concept of “connecting” is already firmly rooted in KDDI. That is precisely why we wanted this message to be one that allows each recipient to expand its meaning in their own way.I hope that “Spark Your Journey” will serve as a catalyst for people to pause and reflect: “What does ‘Journey’ mean to me?” or “What kind of ‘Spark’ do I have within me right now?” I hope it will become a phrase that people take the time to digest and that grows with them over time.

Matsuda: What left the strongest impression on me during this process was the moment we finally decided on “Spark Your Journey.” Though it consists of just three words, the process of weaving this message together—layering each word while picturing our customers and employees—was a truly fresh and fulfilling experience.

That is precisely why I feel a responsibility to properly convey the meaning and sentiment behind these words. We don’t want to simply present this as a message; we want to embody it through our daily efforts and actions, creating an environment where people can truly feel, “KDDI is a company that delivers these kinds of values.”

――Finally, could you tell us about the future vision KDDI aims for under the banner of “Spark Your Journey”?

Matsuda: I strongly believe that by championing and putting into practice a commitment to truly standing by our customers through “Spark Your Journey,” we can become a company that earns their support.

Our brand statement includes the phrase: “All of KDDI’s technology and quality exist to help people shine.” Through these workshops, I was reminded once again that a deep sense of confidence and pride in our technology and quality is firmly rooted within each and every employee.

I believe our mission is to solidify this foundation and use it to achieve our next leap forward. To do this, it is essential that every single employee maintains a mindset of taking on new challenges. The phrase “Spark Your Journey” also embodies our desire to support the challenges and growth of each and every employee.

Ultimately, it is the accumulation of these passionate challenges that leads to delivering value to our customers. As embodied in the phrase “Your Journey,” we must move beyond a one-size-fits-all approach and instead stay close to each individual customer and each local community. By addressing both this geographical breadth and the temporal breadth of accompanying people throughout their lives, we aim to present a more multidimensional vision of what it means to be KDDI.

We must plan our business with an eye toward the next 10 to 20 years and the future beyond. Considering that smartphones were just entering the mainstream 15 years ago, new technologies will undoubtedly emerge in the blink of an eye in the years to come.

Furthermore, we are entering an era where AI will become the norm. Amidst this, we will cherish our brand as a value that is difficult for AI to replace. Starting with our newly established brand message, “Spark Your Journey,” we aim to firmly establish a position that is uniquely KDDI.

Click here to watch the video expressing the vision behind our new brand message