#Japan #Tokyo #Earth Company #Good Design Award #Suzuki Quest

Earth Company’s Innovative Approach to Sustainability

In a time where conventional production and consumption methods are becoming increasingly unsustainable, Earth Company, a Tokyo-based social enterprise, has developed a groundbreaking game that aims to shift perspectives on these practices. This game, known as the 'Regenerative Business Exploration Game' or 'Suzuki Quest', has recently made waves by winning the prestigious 2025 Good Design Award, organized by the Japan Design Promotion Association.

In a competitive field of 5,225 entries, Suzuki Quest emerged as one of the 1,619 awarded projects. The judges were particularly impressed by its unique perspective of incorporating non-human stakeholders—like the sea and fish—into decision-making processes, as well as its emphasis on dialogue and experiential learning to encourage a shift in values toward sustainability. According to Earth Company, this is the first time a workshop focused on regenerative practices has won such a distinguished award in Japan.

Background and Development

The need for a paradigm shift in Japan's approach to business is urgent, as many companies still cling to outdated mass production and consumption models that fail to address the climate crises we face. While Japan has long cherished the principle of 'sanpo yoshi' (the three-way satisfaction of seller, buyer, and society), this often lacks a comprehensive vision for our environment and future generations.

Earth Company recognized this gap and collaborated with strategic designers who have been pioneers in environmental business in both the US and Japan, to create a new form of learning that incorporates the 'five-way satisfaction' approach—addressing the interests of sellers, buyers, society, nature, and future generations. Since its launch on March 24, 2025, the game has seen enthusiastic participation from over 100 participants who provide positive feedback on its impact.

Looking ahead, Earth Company plans to not only expand within Japan but also to produce an English version of the game for use in educational institutions and communities across Asia. The hope is that this award will serve as a catalyst for the broader adoption of regenerative practices in design and business sectors.

Evaluation by the Good Design Award Committee

The immersive role-playing nature of the Suzuki Quest game has been praised for allowing participants to learn about 'regenerative' business practices that promote prosperity among people, nature, and society. Participants are encouraged to step into the shoes of various non-human entities, which grants them a new perspective on business design that transcends the conventional focus on short-term profits and efficiency. By incorporating multi-generational timelines and diverse perceptions of capital, the game promotes deep learning and empathy, ultimately fostering 'new forms of richness' that move beyond mere sustainability.

Voices from Participants

Feedback from participants highlights the game’s innovative approach:

• - Kumiko Akahori, ESG Promotion Manager at Ricoh, noted, “The surprise and potential of incorporating natural elements into decision-making was eye-opening. This game provided insights applicable not only to sustainability challenges but also to everyday business operations.”

• - Koichi Kaneda, Senior Specialist at NTT Data Sustainability Management Promotion, stated, “Typically, business exploration focuses on digging deep into the essence of a business. Through this game, we could explore fundamental business aspects within the context of stakeholder relationships, providing a new experience for those aiming for sustainability and regenerative management.”

Upcoming Events Celebrating the Good Design Award

In celebration of this accolade, Earth Company is organizing two events:

1) Participation in 'RegenerAction JAPAN 2025'

Scheduled for October 29, 2025, in collaboration with Tokyo Tatemono Co., Ltd., Future Food Institute, and the Tokyo Food Institute. This event will provide an opportunity for participants to experience the Suzuki Quest firsthand.

• - Event Details:

- Title: Regenerative Business Exploration Game
- Location: Tokyo Convention Hall, Chuo City, Tokyo
- Date: October 29, 2025, 9:30 AM - 12:40 PM
- Capacity: 30 participants (pre-registration required)
- Registration: Details will be shared on Earth Company's official social media platforms.

2) Experience at Yamaha Motor Regenerative Lab

On November 27, 2025, Earth Company will also host a two-hour experience of the game at Yamaha Motor's Yokohama office.

• - Event Details:

- Title: Regenerative Business Exploration Game - First Steps
- Location: Yamaha Motor Regenerative Lab, Yokohama City, Kanagawa
- Date: November 27, 2025, 6:00 PM - 8:45 PM (includes networking)
- Fee: 1,500 yen
- Registration: Open on the specified page.

Future Expansion Plans

Aside from domestic endeavors, Earth Company plans to offer workshops in collaboration with the Fuji-Q Group at their facilities, such as PICA Yamanakako, where participants can immerse themselves in nature while contemplating future corporate responsibility. Additionally, they will extend their reach into the Asian market, with activities in Bali, Indonesia, set to launch following October 2025.

About Earth Company

Founded in October 2014, Earth Company is dedicated to fostering regenerative practices that contribute to the prosperity of individuals, society, and nature. They operate in Japan and Indonesia, supporting change-makers who seek to create a sustainable future. Their diverse projects include educational programs that nurture future leaders in regenerative practices and the operation of ethical hotels that embody these values.

As an organization, Earth Company envisions a world where people coexist harmoniously with nature, leading to thriving ecosystems and communities. As its projects evolve, the focus remains on shared prosperity and sustainability for generations to come.