Call for Partnership: Supporting Parenting Through Corporate Cooperation in Tokyo

Supporting Parenting as a Valuable Responsibility

Tokyo Metropolitan Government is taking an innovative approach to parenting by promoting it as a vital responsibility rather than just a temporary break. This initiative, which emphasizes the importance of parenting in both personal and professional life, aims to generate a robust atmosphere of support throughout society for parents and caregivers alike.

In the past year, Tokyo has achieved a record-high male participation rate in parental leave, with 54.8% of eligible fathers taking advantage of the opportunity. This remarkable figure highlights the progressive attitudes of companies willing to engage in childcare responsibilities, promoting a transformational mindset toward gender roles in parenting and employment. As a result, the city is seeking to partner with organizations that are actively participating in this movement and can share their pioneering efforts through cooperative advertising initiatives.

Partnership Call Details

The call for partnerships will run from May 30, 2025, to August 29, 2025, until 5:00 PM. The city is anticipating collaboration with approximately four companies or organizations that can demonstrate their commitment and ongoing efforts in supporting parenting.

Benefits for Partner Organizations

Selected organizations will have their initiatives publicized in articles within the prestigious Nihon Keizai Shimbun, showcasing their dedication to fostering a supportive environment for parenting. Additionally, their contributions will be disseminated across various platforms, including the Children’s Smile Movement website and its associated social media channels, amplifying the reach of their message.

How to Apply

Interested companies and organizations will need to review the application guidelines provided on the designated webpage. They must complete the application form with all required information in order to be considered for partnership. More details can be found at Children's Smile Movement’s Application Page.