#Japan #Nagoya #Civic Pride #YOMIKO #Nagoya Station

Introduction to YOMIKO’s Social Experiment

YOMIKO, a Tokyo-based advertising company, has embarked on an innovative social experiment in front of Nagoya Station on the bustling Sakura Avenue. This initiative aims to create a comfortable gathering space while enhancing the potential for urban rejuvenation. Collaborating with Open A and NEWSKOOL, YOMIKO participated in a competitive proposal by the city of Nagoya and was ultimately selected to execute this forward-thinking project.

Objective of the Experiment

The core theme of the experiment, titled "NAGOYA Challenges! WAY in Sakura Avenue,” focuses on transforming road spaces into pedestrian-friendly environments while creating vibrant connections between the station and the surrounding cityscape. The goal is to encourage people to gather, engage, and enjoy their time in the heart of Nagoya.

By evaluating how people navigate and relax in this space, YOMIKO aims to propose design ideas that cater to different activities and times of day, thus fostering a lively community atmosphere.

Overview of the Social Experiment

Duration and Venue

• - Date: November 7 to November 13, 2025
• - Location: Sakura Avenue in front of Nagoya Station (North Area at Daimyou Building and South Area at Nagoya Building)

During this experiment, three distinct zones were created:
1. PLAY ZONE: A space designed for interactive experiences, injecting excitement into the urban landscape.
2. DINING ZONE: Featuring food trucks that provide light refreshments, allowing visitors to savor culinary delights.
3. LIVING ZONE: A garden-inspired area equipped with benches, encouraging relaxation amidst greenery.

These zones were connected organically, offering diverse functions and atmospheres, aiming to suggest new ways people can experience urban life.

Community Engagement

Throughout the experiment, many people, including office workers and tourists, were observed stopping to enjoy live performances by various artists or engaging in conversation on the benches. This lively interaction clearly illustrated the experiment's success in revitalizing the area and inviting passive engagement from passersby.

Moreover, a survey conducted during the experiment revealed that around 90% of approximately 350 respondents responded positively to the event, with 75% reporting a strong sense of comfort in the created spaces.

Future Implications

These findings and feedback will not only help clarify the future potential of Sakura Avenue but also shape YOMIKO’s unique program "CIVIC PRIDE®,” enhancing the opportunities for redeveloping public spaces around the station. YOMIKO is dedicated to extracting elements that contribute to creating attractive, safe, and pleasant environments for all.

About YOMIKO

YOMIKO is not just limited to the advertising business; it also delves into consulting across various domains, including digital media and distribution. The company actively engages in community creation and urban development initiatives by translating the civic pride of citizens into visible metrics (CIVIC PRIDE®) to tackle social issues in collaboration with enterprises, municipalities, and research institutions. YOMIKO aims to support sustainable growth for businesses and society alike, aspiring to be a proactive partner that challenges norms for a brighter future.

For more detailed information, visit YOMIKO’s official website.