#Japan #Tokyo #UMITO Partners #Earth Company #Sustainable Fisheries

UMITO Partners and Earth Company Triumph at the 2025 Good Design Awards

Tokyo-based UMITO Partners, led by CEO Haruka Murakami, has made headlines with the recent recognition of their collaborative project with Aikou Bussan Co., Ltd. The Regenerative Business Exploration Game, developed in conjunction with the Earth Company, has been awarded the prestigious 2025 Good Design Award. This honor highlights the game's unique approach to merging business education with sustainable fishing practices, showcasing a model for future-oriented business methodologies.

The award committee commended the game for its immersive role-playing framework that emphasizes a prosperous coexistence between communities, nature, and society. The prestigious Good Design Award often focuses on areas like product design and innovation, making the recognition of a project related to fisheries particularly noteworthy. This initiative is gaining increased attention as a bridging endeavor, transferring wisdom gathered from primary industries into valuable lessons for future enterprise development.

This marks UMITO Partners' second Good Design Award—following their recognition for the Hokkaido Mackerel Fisheries Improvement Project in 2024—cementing their position as a leader in integrating sustainable practices within corporate training frameworks.

Overview of the Game

The Regenerative Business Exploration Game tackles the crucial issue many companies face today: the transition from mass production and consumption to a more sustainable business model. Designed to foster new business creation from the perspective of all five stakeholders—sellers, buyers, society, nature, and future generations—the game allows participants to explore solutions through experiential learning.

During the evaluations, judges praised the game's unique design which incorporates non-human stakeholders, such as the ocean and fish, into decision-making processes. Participants can learn practical business design strategies rooted in traditional fishing knowledge, while also gaining insights into a vision of a collaborative and thriving future.

Judges' Feedback

The exhaustive critique from the judges emphasized how the training program empowers participants to experience diverse perspectives beyond just human factors, including natural environments. It provides invaluable insights that encourage a critical reevaluation of conventional business strategies that often center on short-term profits and efficiency. This innovative approach prompts participants to consider multi-generational timelines and diverse capital prospects, paving the way for profound learning experiences and enhanced empathy.

Origins of the Game

The development of this intriguing game stems from Aikou Bussan's commitment to sustainable fishing practices in Tokyo Bay. Beginning in 2016, the company has focused on transitioning to sustainable fisheries, initiated by a collaboration between CEO Onodera and Haruka Murakami of UMITO Partners.
Now, Aikou Bussan is engaged in resource surveys of species such as Suzuki and Konoshiro, utilizing digital transformation (DX) to collect fishing data that is officially recognized by Chiba Prefecture's resource assessments. They are also actively working to protect resources through practice, including self-released juvenile fish and implementing fishing moratoriums. Additionally, the company engages in monitoring methods to mitigate seabed contact and protect crucial ecosystems.

COVID-19 pandemic recovery saw Aikou Bussan receiving the Marine Eco-Label Japan (MEL) certification (version 2.0) in 2022, further solidifying their status as a recognized sustainable fishing operation meeting international standards.

This fieldwork laid the groundwork for a training workshop developed by Earth Company, focused on integrating knowledge from sustainable fishing to enhance corporate training methodologies. Working together, UMITO Partners and Aikou Bussan advocate for improving brand value by focusing on sustainability, starting the design of the Regenerative Business Exploration Game in the spring of 2025—a hands-on program intended to help participants shift their perspectives on mass production and consumption.

Perspectives from UMITO Partners

UMITO’s communications team has expressed great enthusiasm regarding the recognition received by their sustainable fishing initiatives:
"We are thrilled that our long-standing collaboration with Aikou Bussan on sustainable fishing has been recognized in a way that brings new insights and interest to non-fisheries participants. Our goal is to continue combining both fishing and aquaculture practices while broadening community-based sustainable initiatives to instill a positive relationship between people and the ocean.”

Future Endeavors

• - Upcoming Workshops

1. RegenerAction hosted by Tokyo Tatemono:
- Event: Regenerative Business Exploration Game
- Date: October 29, 2025
- Location: Tokyo Convention Hall, Chūō-ku, Tokyo

2. Experience Program at Yamaha Motor Regenerative Lab:
- Event: Regenerative Business Exploration Game - First Step
- Date: November 27, 2025
- Location: YAMAHA MOTOR Regenerative Lab, Yokohama, Kanagawa

3. Team Building Workshop at PICA Yamanakako, managed by Fuji-Q Group, for immersive team experiences in a natural setting.

Sustainable Dining Experiences

Starting from November, participants can enjoy a unique dining experience with sustainable Suzuki from Tokyo Bay at d47 Shokudo, located in Shibuya Hikarie, expanding on the themes of the game.

For ongoing updates, check the UMITO Partners website and their official social media platforms.

Learn More About The Good Design Award

Good Design Award Official Page