Shibuya Mirai Design and Kabaya Foods Launch "Sweat for Good, Shibuya Action" Initiative

In an exciting collaboration aimed at promoting a healthy lifestyle, Shibuya Mirai Design and Kabaya Foods have announced their partnership for the initiative titled "Sweat for Good, Shibuya Action," set to commence on March 12, 2026.

The Partners' Vision

Shibuya Mirai Design (FDS), an organization focused on fostering an innovative future through open collaboration across various sectors, aspires to address social challenges and create new possibilities. Their mission is encapsulated in the motto 'Create Culture, Drive Diversity & Social Innovation.' The organization aims to empower diverse identities and values, continually expanding the potential of urban living through cultural innovation and social engagement.

Kabaya Foods, founded in 1946 during post-war food shortages, is driven by a mission to bring joy through sweet treats. With over 80 years of dedication to enhancing the 'deliciousness' of its products, Kabaya emphasizes the social significance and emotional value of their offerings, such as the Salt Charge Tablets.

Together, these two entities aim to create a supportive environment that promotes a positive and healthy lifestyle, ultimately enhancing community well-being through the "Sweat for Good, Shibuya Action" initiative.

Concept and Goals

"Sweat for Good, Shibuya Action" is designed as an urban co-creation project that invites participation from various stakeholders, including businesses, organizations, experts, and cultural players. The initiative encourages citizens to engage in physical activities that promote well-being, where the act of sweating is celebrated as beneficial, not just for individuals but for the entire community.

The primary objective of this initiative is to foster an environment where positive actions lead to a healthier urban space, supporting people who contribute for themselves, others, and the community as a whole.

As part of this initiative, both FDS and Kabaya aim to nurture an environment conducive to positive physical efforts in various fields, including sports, culture, education, work, and community activities. This endeavor ultimately seeks to enhance the vitality of Shibuya and extend the culture of 'good sweat' beyond the local context to other cities worldwide.

Specific Activities Under the Initiative

1. Support at the Shibuya Omotesando Women's Run on March 22: Kabaya will provide Salt Charge products at water stations to support runners in replenishing lost fluids and minerals during their marathon.
2. Next Generations Sport Community: Kabaya will provide Salt Charge products at community events, helping children stay hydrated while educating them and their guardians about the importance of salt replenishment.
3. Support for the FIBA 3X3 SHIBUYA CHALLENGER 2026: Kabaya will set up support stations in athlete lounges, offering Salt Charge to maintain athletes' conditioning.
4. Encouraging Healthy Work Environments: Salt Charge dispensers will be installed at partner companies to assist employees with hydration and heatstroke prevention.
5. Cultural Events: Sampling will be available at urban music festivals like SYNCHRONICITY'26, enhancing engagement with participants.
6. Sauna Culture Support: Distribution of Salt Charge products at sauna facilities will support hydration for attendees engaging in wellness activities.
7. Pop Culture Outreach on Takeshita Street: From April 7 to 23, special promotions with local personalities will distribute original Salt Charge products.
8. Volunteer Support: The initiative will also support volunteers participating in community cleaning initiatives, emphasizing a collective commitment to well-being.
9. Celebrating Individual Wellness: In collaboration with wellness initiatives, the program will encourage actions that promote self-expression and individuality.
10. "Good Sweat" Awards: To culminate in the Social Innovation Week 2026 with awards celebrating those who contribute positively through their efforts.

The Future of Shibuya

This comprehensive initiative set to commence in March 2026 promises to transform the cultural landscape of Shibuya through shared values of health, community, and innovation. With both organizations committed to fostering a supportive environment for those who 'sweat for good,' it invites everyone to participate actively and contribute to a vibrant, healthy future.

For more information, visit the websites of Shibuya Mirai Design and Kabaya Foods.