“Co-Design Challenge Pitch #5” Event Report: “Spreading Japan’s New Value to the World through Design and Manufacturing” — 22 Challenges to Shape Japan’s Future Lives — Co-Design Challenge PR Secretariat Press Release: September 26, 2025 To Members of the Media “Co-Design Challenge Pitch #5” Event Report: “Spreading Japan’s New Value to the World through Design and Manufacturing” — 22 Challenges to Shape Japan’s Future Lives — KOKUYO, &SPACE PROJECT, and Tomoyasu Seisakusho will be on stage! A behind-the-scenes look at the passion and challenges that went into their products! Saito: “I want our legacy to be that ‘co-creation’ strengthens Japan’s regional industries and develops into an activity that makes the world a better place.” The Japan Association for the 2025 World Exposition (Suminoe Ward, Osaka City; Secretary General: Hiroyuki Ishige), a public interest incorporated association, is taking the 2025 World Exposition (Osaka-Kansai Expo) as an opportunity to rethink various aspects of “Japanese lifestyles (cities) of the future” and launch the “Co-Design Challenge” program (hereinafter “CDC”) in 2022. This program aims to realize new products at the Expo through co-creation with a variety of stakeholders. The first phase (CDC2023) involved the development of products aimed at solving social issues. In the second phase (CDC2024), in addition to development, the program also includes open factory tours, manufacturing experiences, and other initiatives aimed at attracting visitors to the local area. The fifth Co-Design Challenge Pitch #5—Spreading Japan’s new value to the world through design and manufacturing: 22 challenges to shape Japan’s future lifestyles—was held on Monday, September 22nd, at Future Life Village (FLV) within the Expo site. At the event, businesses participating in CDC shared their approaches to solving their own problems, the passion they put into their products, and their visions for the future. Seichi Saito and Shinji Yajima served as hosts, and three companies took the stage: KOKUYO Co., Ltd., &SPACE PROJECT, and Tomoyasu Seisakusho Co., Ltd. Each company presented on the social challenges they face, the products they have developed to address them, and their outlook for the post-Expo era. The five-part “Co-Design Challenge Pitch” concluded with a final presentation.
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https://prcdn.freetls.fastly.net/release_image/154689/15/154689-15-ad8e7156f709cbde905f9f8f81b0d9a6-3900×2604.jpg What does it mean to design “the way we live in the future”? Mr. Saito talks about his thoughts on CDC Yajima, who has been involved in the project since its inception, reflected, “With three weeks left until the closing, everyone’s ambitious efforts over a long period of time will come to a successful conclusion. It was very moving to be able to hear from the three business owners.” Mr. Saito, who has been overseeing the entire project from the preparation stage, said, “This is the first Expo planned since the COVID-19 pandemic, and we faced some challenges, but we worked hard with the vision for how the 2025 Expo should be.” He then handed the baton to the three companies, emphasizing, “Through the power of design (things, events, and systems), I want to make the Expo a place of ‘co-creation.’ I want this ‘co-creation’ to continue to strengthen Japan’s regional industries and develop into activities that make the world a better place even after 2025.”
https://prcdn.freetls.fastly.net/release_image/154689/15/154689-15-b1773fd467fade5c05b4afe712c1df0d-573×703.jpg KOKUYO Co., Ltd. The first speaker was Hirofumi Sakai, manager of the Marketing Department at the TCM Headquarters of KOKUYO Co., Ltd. He applied to CDC with the goal of “raising awareness of the issues facing Japan’s forests and revitalizing the region by getting to know and using local wood.” His project combined the production of a “bench made from local wood” with an “assembly workshop,” packaging together a “thing” and an “experience.” This project was sponsored by Itami City in Hyogo Prefecture, Kawachinagano City in Osaka Prefecture, and Shimanto Town in Kochi Prefecture. To foster a sense of participation in the Expo, workshops were held, including crafting accessories, assembling benches, and making and decorating charms. In Shimanto Town, local high school students reviewed and presented their ideas, leading to the creation of a design proposal. Products reflect the wishes of local residents and are designed to be durable and able to withstand outdoor use, with users from around the world in mind. Projects include “The contrail of an airplane taking off from Itami Airport to the world,” “The bounty of nature created by the forest: a rich water source” and “The Koya Highway that weaves thoughts together” for Itami City, “The Shimanto River: The source of the heart” and “The sunken bridge that connects people” for Kawachinagano City, and more. Sakai felt a sense of growth, saying, “Through the development of the benches to be installed at the Expo, I was able to pursue new value for both KOKUYO and myself.”
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https://prcdn.freetls.fastly.net/release_image/154689/15/154689-15-d7dc2b4f9f1812757e5ff48ff045980c-3888×2597.jpg ＆SPACE PROJECT Next, Akio Nakai, CEO of DOKASEN Co., Ltd., took the stage from &SPACE PROJECT, which aims to expand the possibilities of the space industry through collaboration with other industries. Taiki Town, Hokkaido, is home to Asia’s first private commercial spaceport, Hokkaido Spaceport, where JAXA conducts space experiments. The space industry is thriving in the eastern Hokkaido area. Noticing the large amount of aluminum alloy fuel tank waste generated during durability testing during rocket development, the company collaborated with furniture manufacturers and factories in eastern Hokkaido to remake the waste into furniture, creating the “Space Tank Bench.” After creating the Space Tank Bench, the company also made speakers using scrap space rocket materials and rocket building blocks inspired by 3D models of actual rockets. Through these efforts, Nakai says, “I wanted people to know that the space industry, the next core industry, is within everyone’s reach.” In addition, we implemented the “Plus One Trip Tour” “EXPO Sakaba Kushiro” experience project to spark interest in the eastern Hokkaido area. Mr. Nakai spoke
enthusiastically about his vision for the Expo, saying, “I want to use the Expo as a guidepost to spark an interest in the space industry. I want to further liven up eastern Hokkaido.”
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https://prcdn.freetls.fastly.net/release_image/154689/15/154689-15-6a1fbf008734d02044f17df21e8c3002-3900×2605.jpg Tomoyasu Manufacturing Co., Ltd. The final speaker was Yasutaka Matsuo, Executive Officer of the Social Design Department at Tomoyasu Seisakusho Co., Ltd., who was introduced by Saito as “one of the experts on open factories.” As a Yao City employee, he was involved in supporting local businesses. During his secondment to the Kinki Bureau of Economy, Trade and Industry, he was involved in policy planning and support measures for small and medium-sized enterprises. Matsuo says his strength lies in his firsthand understanding of the challenges facing government and small and medium-sized enterprises. “FactorISM,” started by Matsuo in 2020, is a coined term that conveys the spirit of the factory (factory) and its principles and beliefs (ISM) through travel experiences (tourism). Under the slogan “Factory is Town Entertainment,” the initiative has developed community-wide open factory events. The initiative opens manufacturing sites to the public, allowing people to experience the manufacturing processes that support people’s lives. The 2025 Expo will be held from October 23rd to 26th, with the theme of “The Five Senses.” Participation has expanded to 92 companies from 13 cities and towns, including Yao City. For the Expo, which Matsuo said “had no choice but to get involved,” he created and installed tables and stools using scraps and waste materials from local factories. Local factories cooperated to collect a variety of waste materials, and artists also participated, creating “works” that combine artisanal techniques with artistic design. Mr. Matsuo emphasized, “I wanted to breathe value back into things that have lost their value. What I want to create is a system for passing on the skills of the Shikinen Sengu (period shrine rebuilding) to the next generation.”
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https://prcdn.freetls.fastly.net/release_image/154689/15/154689-15-7f52e9b678d23161909fe93ffe80e48f-3722×2486.jpg Mr. Saito, Mr. Yajima, and the three businesses discussed “The Results and Future of Co-Creation” after completing their respective challenges. In the closing talk, in which all three businesses appeared together, Mr. Saito asked, “What direction should Japanese manufacturing take in the future?” Mr. Matsuo responded, “I want to realize fair trade, which allows products to be continuously provided at fair prices, even in the manufacturing industry. I want to properly communicate the underlying value of things like handcrafted work and focus on how to visualize the value of manufacturing.” Mr. Nakai said, “While rockets are launched somewhere around the world every day, the current situation in Japan is that only three or four are launched per year. We are short on both budget and manpower, and if this continues, we could reach a critical situation where we will no longer be able to manufacture rocket engines. I want to take a different approach and connect this to the next generation of industry.” Mr. Sakai expressed his enthusiasm, saying, “At KOKUYO, we manufacture products in accordance with set processes, materials, and standards to ensure quality. However, CDC’s efforts have led us to believe that we could adopt a more flexible system for manufacturing. We would like to establish a community-based system, such as using local materials in local factories and having local residents use our products.” Image
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connections and implementation – The CDC Program is a project that uses the Expo as an opportunity to rethink various aspects of “Japanese lifestyles (cities) of the future” and realize them at the Expo. By leveraging the Expo as an opportunity to develop new products and services, we aim to solve current social issues and realize the future society that the Expo envisions. Businesses were recruited twice. CDC2023 (first round) focused on “product development,” while CDC2024 (second round) incorporated the new perspective of “attracting visitors to the region.” A total of 22 businesses were implemented.
https://prcdn.freetls.fastly.net/release_image/154689/15/154689-15-dd4f3e57b7d8b66d4e5f5c7def7d3151-804×531.jpg Saito has been involved in the Osaka-Kansai Expo for seven years since it was selected as the host city in 2018, working hard to create a wave of policy and industry momentum in the lead-up to 2025. The Japan Design Promotion Organization, of which Yajima is a member, has provided design support from the beginning, including the selection of the official logo, characters, and design system. Yajima offered his encouragement, saying, “The Expo served as a starting point for realizing new manufacturing. I hope you will continue to take on new challenges.” Saito also touched on the Expo Circular Market
“Myakuichi!” project, which involves dismantling pavilions and facilities, relocating them, and reusing exhibits. He expressed his satisfaction, saying, “I’ve been involved with the goal of
strengthening Japan’s manufacturing scene, and I’m starting to see a glimpse of the future. I want to share both the good and the bad with the next generation.” The five “Pitch” events held in 2025 provided a forum for businesses that participated in CDC and the advisors who have supported them to talk about their activities to date.
Introduction of the 5th speaker ■Navigator Seiichi Saito, EXPO Co-Creation Program Director Representative of the Expo Outcome Design Committee (EODC). EXPO Co-Creation Program Director for the 2025 Osaka-Kansai Expo. Founder of Panoramatics. He studied architectural design at Columbia University’s School of Architecture and Design (MSAAD) and began working in New York in 2000. In 2006, he founded Rhizomatiks Inc. (now Abstract Engine Inc.). He leads the company’s in-house architecture department, Panoramatics, and also serves as a planning and implementation advisor for government agencies and companies. He will serve as chairman of the Good Design Award judging committee from 2023. Shinji Yajima Executive Director of the Japan Institute of Design Promotion (JDP). He is responsible for numerous design promotion projects, including the Good Design Award, Tokyo Midtown Design Hub, the Tokyo Business Design Award, and regional design support. He is also a part-time lecturer at Musashino Art University, Tokyo Metropolitan University Graduate School, and Kyushu University Graduate School. Member of the Mainichi Design Award Research Committee. ■Business KOKUYO Co., Ltd. (Osaka City, Osaka Prefecture) Wooden benches made using domestic and local materials &SPACE PROJECT “Space Tank Bench” – upcycled furniture made from test fuel tanks from space rockets Tomoyasu Seisakusho Co., Ltd. (Yao City, Osaka Prefecture) Courtyard stools and tables made from scrap and recycled wood ~LIVE!SM (Liveism) Living, Brewing~ *For details on the exhibitors, please refer to the attached document below. 2025 Osaka/Kansai Expo The 2025 Osaka-Kansai Expo, running from April 13 to October 13, has as its theme “Designing a Future Society for Life.” Under the three sub-themes of “Saving Lives,” “Empowering Lives,” and “Connecting Lives,” countries around the world are presenting diverse proposals and working toward a future society. The latest technologies and ideas in fields such as artificial intelligence (AI), energy, transportation, and urban development are being showcased, centered around the concept of a sustainable society for all. Furthermore, from Yumeshima, Osaka, we continue to spread the word to the world about the importance of cultural understanding and diversity in creating a better future for all.
https://prcdn.freetls.fastly.net/release_image/154689/15/154689-15-225752dee4cbe87948a7bab93aa4581f-172×241.jpg What is the “Co-Design Challenge” program? The Co-Design Challenge program was launched in response to the Osaka-Kansai Expo, and aims to explore various “future Japanese lifestyles (cities).” This project aims to rethink the concept of “social responsibility” and realize new things at the Expo through co-creation with a variety of stakeholders. By leveraging the opportunity of the Expo to develop new products and services, we will work to resolve current social issues and realize the future society that the Expo aims to achieve. The Co-Design Challenge program was created under the supervision of the Expo Outcome Design Committee, established by our association to consider the future society that should be implemented at the Osaka-Kansai Expo from a design perspective. This program was open to applicants twice. The first round (Co-Design Challenge 2023) called for product development. The second round (Co-Design Challenge 2024) not only called for product development, but also called for open factory initiatives, where production sites and workshops in various regions across Japan were opened to the public, allowing visitors to experience the craftsmanship process with a new approach to attracting local visitors. Products created through 22 projects were installed at the Osaka-Kansai Expo, which opened on April 13, and visitors were able to actually touch them. Furthermore, this event, “Spreading Japan’s New Value to the World through Design and Manufacturing,” provided a forum for the businesses to speak in their own words about their approaches to the social issues behind their projects, the thoughts behind their projects, and their visions for the future. In addition, two exhibition stands introducing CDC have been set up in Future Life Village. They are scheduled to remain in place until the end of the Expo (note that the exhibits may be temporarily closed). Through these efforts, CDC will work to realize the future society that the Expo aims to achieve. Experience planning detailed
information
https://prcdn.freetls.fastly.net/release_image/154689/15/154689-15-b636ae361ffaba2f289d0ffa654f2b32-1903×2700.png *1: https://www.expo2025travel.jp/top/detail/bokun/715881/ *2: https://www.expo2025travel.jp/top/detail/bokun/732220/ *3:
https://www.expo2025travel.jp/top/detail/bokun/815909/ *4:
https://www.expo2025travel.jp/top/detail/bokun/1047780/
*5:https://www.expo2025travel.jp/top/detail/bokun/1057576/ Planned installation location at Osaka/Kansai Expo venue
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https://prcdn.freetls.fastly.net/release_image/154689/15/154689-15-46b43755f8159a03352e30f723b8f9a7-3900×2196.jpg *Future Life Village is located on the west side of the venue (Future Life Zone).
