The Launch of Japan's First Co-Creation Program at Nagasaki Stadium City

Nagasaki Stadium City: A New Era of Co-Creation in Sports

In a groundbreaking initiative, The Small Things Co., Ltd., led by CEO Yoshifumi Tagami, is set to launch Japan's first-ever co-creation program at the Nagasaki Stadium City, a large-scale private-public complex managed by Regional Creation Nagasaki. Scheduled to commence in October 2025, the "Nagasaki Stadium City Future-Making Project" will be integrated into its sports complex, which includes a soccer stadium, arena, hotel, commercial facilities, and office spaces. This ambitious program aims to foster regional revitalization through collaboration and innovative sports practices, utilizing the Nordic dialogue method known as the "Future Center."

The Nagasaki Stadium City has garnered national attention since its inception due to an estimated investment of 100 billion yen, marking it as a significant model for regional development in Japan. The upcoming "Sports Future Center" program will extend similar initiatives presently established in other regions of Japan, including "Ureshino’s Sports Future Center" in Saga Prefecture and collaborative efforts in Saitama. The program emphasizes innovative dialogue among various stakeholders such as government entities, universities, local businesses, and citizens.

Program Overview and Features

The key feature of this sports co-creation program lies in its unique approach. It blends the Nordic Future Center methodology with the unifying power of sports to create a dynamic platform for dialogue and collaboration. By bringing together diverse participants, the program serves as a space for addressing regional challenges, generating new business ideas, and testing viable solutions.

The Small Things Co., Ltd. has a proven track record in facilitating co-creation projects across Japan, ensuring they leverage their extensive knowledge in establishing a sustainable and impactful operational model at Nagasaki Stadium City. This innovative environment is expected to yield a spectrum of beneficial effects for the facility, participating companies, and the local community.

Expected Impact and Value Proposition

The implementation of the Nagasaki Stadium City Future-Making Project is anticipated to produce extensive benefits across various sectors:

1. New Business Opportunities: By fostering dialogue among businesses from different industries, the program aims to create new ventures and services rooted in sports. This collaborative approach can stimulate regional problem-solving and contribute to both new and existing industries' growth.

2. Talent Development and Engagement: Local university students and employees from participating companies will gain practical experiences through active involvement in co-creation projects. This hands-on learning environment will enhance overall engagement and help shape future innovators for the region, thus nurturing a robust innovation ecosystem in Nagasaki.

3. Social Value and CSR Impact: The program aligns with the agenda of solving regional issues and achieving sustainable development goals (SDGs). This alignment presents participating businesses with fantastic opportunities for corporate social responsibility (CSR) initiatives, reinforcing their brand values while contributing positively to society. For instance, the Johan Cruyff Arena in Amsterdam has successfully established a sustainable brand image by prioritizing environmental and community considerations in its operations.

4. Tenant Satisfaction and Value: Participation in the co-creation program will provide tenant companies with chances to enhance their offerings and attract new customer demographics. This increase in engagement can lead to higher tenant satisfaction and potentially improved revenue streams from leases and business activities.

Project Schedule and Future Outlook

The Nagasaki Stadium City Future-Making Project will kick off alongside the facility’s first anniversary in October 2025. Regularly scheduled dialogue workshops and acceleration programs will follow, nurturing promising ideas into practical applications and business ventures. This project aims to serve as a year-round dialogue hub that consistently generates opportunities for innovation.

Looking ahead, The Small Things Co., Ltd. envisions expanding similar initiatives to other regions and developing collaborations with stadiums and arenas to further amplify local engagement efforts. Since its establishment in 2023, the company has uniquely positioned itself as a pioneer in sports co-creation. Drawing on successful models established in Nagasaki, they aim to promote the sports x co-creation concept nationwide, inviting both domestic and international participation in their innovative ecosystem.

Nagasaki Stadium City is poised to be a critical player in shaping a smart city model based on sports initiatives in Japan, fostering extensive networks that encourage open innovation across various sectors.