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Connecting the Past, Present, and Future: Setagaya's Relay Campaign

In a vibrant initiative, the Setagaya Ward of Tokyo collaborates with "Relay"—an open-name business succession program by Light Light Inc. This campaign aims to gather information on local businesses, flavors, and crafts that future generations wish to preserve. This is the third installment of a program that emphasizes the importance of business continuity in a neighborhood that thrives on tradition.

Setagaya, located in the southwestern part of Tokyo, is Japan's largest municipality, home to approximately 920,000 residents. This area remains popular due to its proximity to the city center while still offering plenty of greenery, creating an appealing blend of urban and suburban life. Families and young people alike find joy in its community-centric environment, which is enriched by cultural events and strong local identity.

However, recent data from the Setagaya Industrial Survey highlights a pressing issue: about 60% of local business owners are aged 60 and over, with a concerning 24.6% reporting a lack of suitable successors. As many of these entrepreneurs anticipate retirement, the lack of suitable successors could lead to an increase in businesses closing their doors permanently, resulting in significant economic repercussions for the local community.

For hours worked and traditions built, addressing this problem of succession is crucial for maintaining job stability and preserving valuable knowledge and skills embedded within these businesses. The collaboration between Setagaya and Relay comes at a pivotal moment, aiming to transition local enterprises to the next generation through this campaign. The core objective is to shine a light on the unique qualities of beloved local businesses and to ensure that their legacies continue to thrive.

The initial two iterations of the initiative have garnered impressive responses, with over 300 submissions celebrated, showcasing the emotional ties residents have with their locales. This time, participants have the chance to win 500 yen worth of points for the Setagaya Pay app, which enhances cashless transactions within the area.

So, what shop in your neighborhood would you like to ensure has a future? The relay campaign is open for submissions until February 28, 2026, inviting everyone to put forth their suggestions through the online entry form. Each eligible entry stands a chance to win, and winners will be selected via a fair draw and notified by mid-March 2026.

Campaign Details

• - Prize: 100 people will win 500 yen worth of Setagaya Pay points.
• - Submission Period: December 17, 2025, to February 28, 2026.
• - Eligibility: Submit through the designated online form during the submission period.
• - Announcement of Winners: Contact via email will take place in mid-March.

This campaign not only reinforces community bonds but also addresses the essence of business transition in Setagaya. As more businesses face the reality of closing due to a lack of successors, engaging the local populace in voicing their support can pave the way for innovative solutions. The Relay program serves as an excellent template for other municipalities struggling with similar issues, showcasing how local voices and community engagement can work to sustain cherished businesses.

Overall, the Setagaya Relay campaign sits at a sweet spot of cultural appreciation and economic practicalities, providing a platform where nostalgia meets contemporary needs. By highlighting the importance of these local ventures, the initiative embodies the hope for a thriving future, where the legacy of past businesses inspires new entrepreneurial journeys for generations to come.

Get involved and let your voice echo for a brighter future for Setagaya's treasured establishments!