#Japan #Tokyo #Fashion Market #EF Education First #Z Generation

Why is Studying Abroad Being Promoted at a Flea Market?

EF Education First (EF), the world’s largest private educational institution, is sponsoring the upcoming "RE FASHION MARKET SUPPORTED BY Mitsui Fudosan". This unusual collaboration features 100 influencers and the event will take place at DiverCity Tokyo Plaza on October 4th and 5th, 2025. You might wonder why a long-established company specializing in language education and studying abroad is venturing into a flea market setting. The answer lies in the visionary approach of EF's new president and their strategy to connect with Generation Z.

A New Approach to Education and Influence

The RE FASHION MARKET event attracts around 90% Gen Z attendees, offering an innovative platform for young people to directly engage with their favorite influencers. EF aims to create an experience where participants can discover the possibilities of studying abroad in a relaxed and enjoyable atmosphere. The collaboration marks a groundbreaking effort to reach an audience that traditional study abroad fairs have struggled to connect with.

President Ito Speaks on the Connection Between Sustainability and Education

Kayo Ito, the newly appointed president of EF, highlighted the interrelation between sustainability and education during her inaugural speech at the Nordic Pavilion of the Osaka-Kansai Expo on May 22, 2025. She emphasized the importance of understanding and taking action in sustainability, which begins with education. Ito stated,

"Understanding and empathy are essential to address the challenges of microplastics and CO₂ emissions. Many students develop a sense of cultural diversity and empathy through studying abroad, enriching their perspectives on global issues."

She pointed out that the fashion industry has already produced enough clothing to meet the needs of six to seven future generations. Therefore, it is crucial to spread the culture of reuse, and she expresses pride in collaborating with RE FASHION MARKET to achieve this goal.

Special Campaign for Event Attendees

To celebrate this event, EF will have a special promotion: participants who engage in study abroad consultations will receive a 10% discount on tuition fees. However, to qualify, they must complete their study abroad experience by September 2026 and finish EF's free counseling.

Event Details

• - Event Name: RE FASHION MARKET SUPPORTED BY Mitsui Fudosan
• - Date: October 4-5, 2025
• - Location: 6th floor, DiverCity Tokyo Plaza
• - Organizer: HAGI, Inc.
• - Expected Attendees: Up to 2,000, with 90% being Gen Z

Featured Influencers

This event will host over 30 influencers who have explored diverse cultures through studying abroad and working holidays. They aim to inspire their peers with their experiences shared via social media. Notable attendees include:

• - MIYA 🌾 - A multi-creator originally from Canada and Hong Kong, now based in Tokyo, who shares global perspectives through fashion and lifestyle content.
• - Moeka Kubota - A high school student influencer with over 650,000 followers, who motivates Gen Z’s interest in travel and international experiences.

EF's Efforts at the Event

EF will set up a counseling booth to assist attendees with selecting study destinations. This will include:

• - Individual advice from experienced counselors
• - A survey to gather insights on Gen Z's concerns and interests regarding studying abroad
• - Mini workshops where past participants share real-life experiences related to studying overseas.

Benefits of the Event

Attendees will have a dual opportunity: to acquire trendy items from their favorite influencers while broadening their life choices. EF additionally hopes to derive invaluable feedback from Gen Z to develop new programs.

Innovative Approach in the Education Sector

This sponsorship represents an unprecedented combination in the educational sector of "influencer flea markets coupled with study abroad counseling". It sets a new standard that transcends traditional marketing techniques, providing a platform where opportunities for studying abroad are presented in a casual yet impactful manner that resonates with Gen Z.

Future Directions

Building on the success of this event, EF plans to explore partnerships with other Gen Z-focused events, paving the way for innovative marketing strategies that challenge the existing norms in the study abroad industry.

About EF Education First

Founded in 1965 in Sweden, EF Education First operates under the motto "Education First" and has grown into the world's largest private educational institution, employing 50,000 staff members. With a mission to connect people across borders through education, EF offers a wide range of language learning, study abroad programs, and cultural exchange opportunities in over 100 countries. In Japan, EF has been a leading choice for international education for over 50 years, continuously innovating its offerings. For more information, visit EF Japan's official site.