#Japan #Tokyo #JR East #Ajinomoto AGF #Earth Hacks

Introduction

The Ajinomoto AGF Company is launching a new project aimed at fostering collaboration between high school students and businesses. This initiative, which expands on their previous collaboration with university students known as the "Mirafan Project," seeks to implement ideas generated by teenagers to enhance health awareness and well-being.

Project Overview

From June to July 2026, Ajinomoto AGF, in partnership with Earth hacks, the Shinagawa Women’s Academy, and JR East, plans to conduct a university-high school collaborative project. This will focus on social implementation, aiming to deliver practical solutions derived from student-generated ideas. The initiative builds on the insights gained from the Mirafan Project, promoting the engagement of younger students and deepening the learning experience derived from their vibrant perspectives.

Background of the Initiative

Since 2023, Ajinomoto AGF has been working with Earth hacks to co-create new values with university students through the Mirafan Project. Engaging with the fresh viewpoints and innovative thoughts of younger demographics has allowed Ajinomoto to harvest meaningful insights and seeds of new ideas.

Notably, during Earth hacks' business contest, "Dekabot Challenge 2025 Summer," a collaborative idea presented by university students targeting high schoolers clinched the grand prize. This victory paved the way for refining youth-centric ideas through the Mirafan Project, moving towards actual projects that embody the collaborative outcomes.

In pursuit of extending this collaboration beyond a one-time learning experience, Ajinomoto AGF has joined the "TAKANAWA GATEWAY Link Scholars’ Hub" operated by JR East. This members-only business creation facility offers a collaborative environment wherein ideas can flourish into tangible projects. Additionally, the program "WESION"—run by Hakuhodo—provides incubation support tailored for new business development.

Goals and Structure of the Project

Using the award-winning idea from the aforementioned contest as a foundation, a three-day experiential marketing workshop was designed to allow high school students to express their opinions and thoughts, learning about marketing in a hands-on way. This workshop tapped into unique insights relevant to teenagers, such as valuing personal identity and enjoying beverages as a form of self-reward and refreshment. These insights are pivotal for further product and experiential development strategies in the future.

Roles of Each Partner

• - Ajinomoto AGF: Design of co-creation themes, deepening understanding of youth, and examining pathways for implementation.
• - Earth hacks: Support for the Mirafan Project and facilitation of workshop-style lessons.
• - Shinagawa Women’s Academy: Aid in harnessing student perspectives for co-creation, linking educational experiences with corporate endeavors.
• - JR East: Provision of a collaborative environment via LiSH and WESION, supporting university-high school joint projects.
• - Hakuhodo: Assistance in project design and co-creation processes while overseeing the structuring and facilitation of workshop lessons.

Future Developments

Building off the voices and learnings gleaned from this initiative, Ajinomoto AGF plans to produce concrete outcomes like products or video content co-created with high schoolers. The partnership aims for continuous collaboration with educational institutions and companies, driving efforts beyond mere educational settings to actionable implementations and communications. Further updates on the future outlook will be provided.

About Earth hacks

This innovative company operates a co-creation platform focused on connecting businesses, local governments, and consumers to create a carbon-neutral society, promoting enjoyable and accessible transitions towards sustainable practices.

About Shinagawa Women’s Academy

Founded in 1925, this integrated junior and senior high school empowers students to become "change agents" through hands-on learning. The academy engages with society and businesses to prepare students for the challenges of the next century.

About LiSH

As an incubation facility in Takanawa Gateway City, LiSH, managed by JR East, fosters collaboration to generate solutions for social issues, providing support from inception to implementation in society.