#Japan #Tokyo #Lotte #street dance

Lotte Takes a Step Towards the Future of Dance

Lotte Holdings, a prominent player in Japan's confectionery industry, has taken an exciting step to foster the vibrant street dance community. The company recently announced its sponsorship of two significant events: the "All Japan University Street Dance Championship" (commonly known as All Japan) set to take place on March 14, 2027, and the "Miss College Dancer" scheduled for December 16, 2026. These competitions showcase the enthusiasm and talent of Generation Z dancers, an initiative that resonates deeply with Lotte's vision of creating lasting value through live entertainment.

The Events and Their Significance

The All Japan University Street Dance Championship, an annual event organized by the Japan Amateur Street Dance Federation, competes in various categories of street dance. It has seen exponential growth, attracting over 13,000 attendees each year. A highlight is the final competition held at the prestigious National Yoyogi Stadium. This event focuses on competitive dance battles, emphasizing improvisation and creativity.

On the other hand, the Miss College Dancer event is a contest targeting choreographers, allowing them to showcase their innovative routines. This dual sponsorship underscores Lotte’s commitment to both improvisational and choreographed dance forms.

Lotte’s collaboration with the Japan Amateur Street Dance Federation signals a pivotal commitment to sports that have captured the interest of the younger demographic. With street dance being officially recognized in the upcoming Paris Olympics, Lotte aims to promote its spirit and visibility, enhancing its potential as a mainstream competitive sport in the future.

Lotte's Vision and Involvement

Both Lotte Holdings and Lotte are strategically positioning themselves as advocates of youth engagement and creative expression through their support of dance. Their corporate vision of being a "Lifetime Value Creator" aligns perfectly with the dynamics of street dance, where passion, talent, and innovation come abreast.

Lotte Holdings plans to launch its first live house, tentatively named "BEAT PARK," near Osaka Station in March 2028, further enriching the live entertainment landscape in Japan.

The company's support for the All Japan University Street Dance Championship and Miss College Dancer represents not only a financial contribution but also a genuine appreciation for the art form. The decision stems from recognizing the significance of street dance in the lives of today's youth—where dancing has transitioned into a common language among younger generations, notably Generation Z and Alpha.

The Growing Dance Landscape in Japan

The landscape for dance in Japan has transformed drastically over the years. The number of dancers has surged to 11 million, driven by the increasing institutional support for dance education in schools. As street dance gains international acclaim, Japan has positioned itself as a major competitor on the world stage, recently producing gold medalists in the World Championships and sending top-performing dancers to elite competitions.

With street dance being a hotbed for emerging talent, it holds the potential to evolve into a mainstream sport embraced by all age groups in the years to come. Lotte's motto, "Our mouth's sweetheart," encapsulates a vision of personal expression and expanding opportunities, echoing the essence of street dance.

About the Japan Amateur Street Dance Federation

Founded in 2014, the Japan Amateur Street Dance Federation oversees national street dance competitions across various levels, including high school, university, and adult categories. Under its stewardship, the All Japan University Street Dance Championship has developed a strong foundation with impressive operational records and collaborations with major media outlets like TV Asahi.

As street dance evolves into an Olympic sport, the federation is keen on shaping a structured ecosystem to cater to this growth and ensure the event’s stature increases further within the competitive landscape.

Conclusion

The partnership between Lotte and the All Japan University Street Dance Championship and Miss College Dancer is a celebration of creativity, passion, and youth empowerment. With aims to elevate the visibility of street dance and foster the next generation of dancers, this sponsorship marks a significant chapter in Lotte's commitment to cultural engagement. The collaboration sets the stage for an electrifying future where the art of dance continues to thrive amid a landscape of live entertainment.