#Japan #Setagaya, Tokyo #Updater #Kimi wa Daitensai #WooMoo

Introducing the 'Kimi wa Daitensai' Project

Starting from June 3, 2026, UPDATER Co., Ltd., based in Setagaya, Tokyo, will launch a pay-it-forward business initiative called the 'Kimi wa Daitensai Project.' The aim of this project is to leverage the unique and free expressions of children in product packaging and services to generate revenue. A portion of the earnings will be directed towards addressing the challenges surrounding children, creating a sustainable cycle where 'expression becomes valuable and that value returns to the children.'

Collaboration with WooMoo

The inaugural endeavor will involve a collaboration with WooMoo, a non-profit organization focused on creating safe spaces and supporting child-rearing. Products featuring the artwork of children associated with WooMoo will be released in June 2026. The project intends to expand in various forms, such as product packaging and service design, in the future.

Addressing Societal Issues

Currently, there are about 350,000 school-refusing children in Japan, a number that has been increasing for eleven consecutive years. These children face multiple challenges, including anxiety about the future and low self-esteem. In the face of these challenges, societal efforts to address children's issues are still inadequate in terms of recognition, number, and funding. UPDATER has been involved in multifaceted support initiatives, such as donating to the 'Tsubame' project under its renewable energy business, 'Minna Power,' and planning events that aim to alleviate experience disparities.

In these initiatives, we have experienced the rich and free sensibility of children’s art and words, which often transcend adult norms. Thus, we have decided to view children not merely as recipients of help, but as 'partners' in updating society through this project.

Bridging the Green Gap

Despite an 84% recognition rate for SDGs in Japan, approximately 41% of companies are aware of SDGs but do not engage with them, indicating a significant 'green gap' between awareness and action. Through this project, we hope to implement children's free expressions into society, prompting individuals and businesses to take action and contribute to closing this gap. We aim to create sustainable solutions to social issues surrounding children by establishing connections between children and society through a pay-it-forward business model.

UPDATER plans to expand the project by collaborating with various companies and organizations, rolling out products and services inspired by children’s expressions.

The Essence of the Project

The 'Kimi wa Daitensai Project' is about incorporating children's artwork and expressions into UPDATER's products and services, delivering their unique sensibilities to society. Professionals will respect and collaborate with children to turn their expressions into one-of-a-kind design products. Additionally, a portion of the product sales will be returned to organizations working on building safe spaces and supporting children.

Features of the Project

1. Utilizing Children’s Expressions: Artwork and ideas from children will be integrated into product packaging and service design.
2. Social Implementation: Working alongside professionals, we will develop products and services that aim to update society.
3. Addressing Future Challenges: A portion of the product sales will be allocated to initiatives addressing societal challenges surrounding children.

The first wave of this project will launch gift package products in June 2026, with more details available on UPDATER and 'Minna Works' websites.

Respecting Children’s Rights

This project will treat children’s expressions as creative works, utilizing them only with the consent of the children and their guardians. Professionals will ensure that children's expressions and creative intents are respected throughout the productization and design processes. By returning a portion of sales to initiatives that support children's safe spaces and growth, we aim to expand opportunities for their expression. This initiative strives to deliver children’s expressions to society while ensuring the value returns to the next generation, creating a sustainable cycle that fosters new value creation.

Leadership Insight

Eiji Oishi, CEO of UPDATER, reflects on this initiative: 'Are we simply complementing a child’s artwork, saying it’s nice and leaving it at that? I’ve long been unsettled by this thought. Children’s art and words are filled with the freedom and straightforward strength often relinquished by adults. The 'Kimi wa Daitensai Project' aims to reframe children as partners in updating society rather than just recipients of aid. Their expressions, transformed into products with professional assistance, will create a cycle where their value is returned to future generations. We will approach this challenge alongside NPO WooMoo, an organization that has been watching over children's development since its foundation in midwifery. Collaborations and proven trust are key for the meaningfulness of this endeavor, where children’s sensibility is believed to possess the power to improve the world.'

Company Overview

Established on October 1, 2021, UPDATER Co., Ltd. offers services based on traceability and transparency to tackle societal challenges. We provide various sustainability-focused services, including 'Minna Power,' which commercializes power traceability, and platforms that facilitate consumer engagement with the ethical standards of brands.

Contact Information

Report inquiries should be directed to UPDATER's Strategic Public Relations Department (Ueda, Bemi) at 03-6805-2228 (Weekdays 11 AM – 3 PM) or via email at [email protected].