#Japan #A-Mark #Chiyoda, Tokyo #Art Tunes #corporate support

Unveiling a-mark: A Groundbreaking Certification for Cultural Arts Support

In a significant move for corporate cultural responsibility, Art Tunes Co., Ltd. has announced the launch of a new certification system called "a-mark". This innovative program aims to visualize corporate support for culture and the arts, establishing a foundation for preserving these values over the next century. Set to officially begin operation on September 1, 2025, among partner companies, a-mark will gradually expand both domestically and internationally, aiming to create metrics of international trust.

Understanding a-mark

a-mark serves as a new metric to measure the value that companies create through their support for cultural and artistic initiatives. It effectively visualizes the contributions made within the frameworks of Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) management, fostering trust and brand value for participating companies.

The a-mark certification includes diverse support mechanisms, such as:

• - Creation of New Opportunities: Providing platforms and projects where artists and the next generation can challenge themselves.
• - Talent Development: Supporting education and experiences that cultivate individuals dedicated to culture.
• - Resource Provision: Returning social resources like funding, venues, and networks back to the community.

This multifaceted support not only helps organizations build social trust, brand value, and cultural legacies but, cumulatively, becomes a sustainable asset that supports their business in the long run. By doing so, a-mark conveys the often invisible contributions of corporate cultural support as intangible assets—cultural and artistic assets—to society.

The Philosophy Behind a-mark

a-mark is rooted in the concept that "the flutter of a small butterfly can bloom into a flower of culture and art." Just as the butterfly effect suggests that small actions can lead to significant changes, each act of corporate support, no matter how small, accumulates to form a powerful force for societal change. The design features multiple butterfly silhouettes converging to create a single flower, symbolizing this idea.

Moreover, the “flower” represents the primary concept articulated in the 14th-century Noh play heritage text, "Fūshi Kaden," written by Zeami. This symbolizes the “true flower” that embodies the idea of nurturing connections within society, emphasizing that each element is critical to creating a structural basis for cultural acceptance. a-mark seeks to carry this philosophy into modern practice, ensuring corporate efforts link to future generations.

Envisioning the Future with a-mark

a-mark does not place value solely on large-scale initiatives from individual corporations. Instead, it recognizes even the smallest actions by visualizing their significance and encouraging organic connections among numerous efforts. This gradual accumulation fosters a societal base that genuinely preserves cultural and artistic values over time.

Beginning in September 2025, the program will first be implemented with Art Tunes' partner companies, with the aim of refining the structure and approach through practical examples. Subsequently, the target audience will expand to encompass a broader range of companies and establish new evaluation criteria that demonstrate their role in improving society sustainably.

The vision of a-mark, originating in Japan, aspires to ripple outward, influencing the wider world with its initiatives to visualize corporate support for cultural and artistic endeavors. Ultimately, it aims to elevate the concept of “responsibility for connecting arts to the future” into an international evaluation standard, establishing a new axis alongside the environment, society, and governance (ESG). Looking forward, it seeks to be a transformative force towards a rich and artistic future for both Japan and the world.

About Art Tunes Co., Ltd.

Art Tunes operates under the principle that “everyone is an artist.” The company has developed various initiatives including the artist profile tool "artTunes," the certification of organizations that implement artistic value through a-mark, the art and employment media "EXHIBIT.//CCJ," and the art competition “ⅢARTMAN-CELL.” Through these various efforts, Art Tunes is committed to creating an artistic society. It emphasizes nurturing creative talents that can flourish and grow within society. Aiming to establish a foundation that supports this cycle, its vision is to realize an artistic society where the talents of all humanity can blossom.

For more information about Art Tunes, visit artTunes corporate website.