In Part 1, we explored Formula E’s core sustainability philosophy and the collaborative background behind the “Tokyo Midtown Hibiya Sustainability Weekend powered by NAGASE” event.

Two Companies Taking on the Challenge of Telling Their Sustainability Stories to Society

On May 9 and 10, 2025, during the “Tokyo Midtown Hibiya Sustainability Weekend powered by NAGASE,” Nagase & Co., Ltd. and Mitsui Fudosan Co., Ltd.—operating in different business domains—came together through Formula E to create a new form of co-creation aimed at communicating sustainability to society. This report introduces the background and goals behind their initiative.

NAGASE: Embodying “Delivering next.” Through Action

NAGASE, a specialty chemical trading firm, operates under the slogan “Delivering next.” The company actively tackles environmental and social challenges. Its sponsorship of the Andretti Formula E Team reflects several key objectives:

1. Alignment with EV-related technology
As a materials company, NAGASE supports the advancement of electric mobility through technological contributions.

2. Visualization of climate action
Participation demonstrates its concrete commitment to global decarbonization.

3. Enhancing global brand presence
The dynamic stage of international motorsport offers an opportunity to amplify its brand on a global scale.

NAGASE is also a sponsor of the NAGASE Cup, an inclusive track and field event that transcends barriers of ability, age, gender, and nationality—demonstrating its belief in building a society rooted in coexistence through sport.

Mitsui Fudosan: Creating a Space for Harmonious Coexistence

Mitsui Fudosan, on the other hand, approached the project from its long-standing commitment to harmonizing urban development with nature and cultural enrichment. Rather than directly activating its brand, the company provided the venue and helped shape the framework for co-creation. Tokyo Midtown Hibiya itself embodies this philosophy, integrating forest-building, timber use, and environmental considerations into its design while also serving as a hub for cultural expression. The company also supports parasports and champions inclusive urban development.

Although the two companies differ in industry and perspective, they share a common value: to address social issues while achieving business growth—and to communicate this commitment on a global stage. This mutual understanding propelled their collaboration forward.

The result was not simply an event or a marketing activation—it was a co-performance of messages that made each company’s values visible. Within the globally relevant context of Formula E, the initiative became a model for the future of corporate branding.

The Symposium: A Platform for Dialogue Between Business and Society

What made the symposium particularly meaningful was that it was not a stage for one-way corporate promotion, but rather a space for dialogue—where companies and society could reflect together on shared values and responsibilities.

A Voice from the Frontlines of Climate Change: Mr. Yasunaga Ogita

Polar explorer Yasunaga Ogita joined the symposium remotely from Greenland. Speaking from the frontlines of climate change, he shared the urgency he felt witnessing glacier retreat and the shifting environment firsthand. He emphasized that the climate agenda is not a distant issue—it is deeply connected to the awareness and actions of each individual.

Mr. Ogita underscored that corporate sustainability is not merely CSR; it is a real and present commitment to act—especially from the perspective of someone observing climate transformation in real time.

Crosstalk: How Sport Can Drive Social Transformation

The following crosstalk session brought together Ms. Julia Pallé, Formula E’s Sustainability VP; Mr. Yusuke Masui, General Manager of Sustainability Planning at NAGASE; and Mr. Tomohito Kurita, Brand Management Team, Sports & Entertainment, Mitsui Fudosan. The three speakers emphasized that sport—particularly motorsport—has evolved into a platform for social change.

Formula E’s programs go beyond environmental innovation through electrification. They also include support for people with disabilities and youth education initiatives. During the 2025 Tokyo E-Prix, Formula E donated €25,000 to the Tokyo Council of Social Welfare through its “Better Futures Fund,” a core initiative of the championship’s social impact strategy.

NAGASE promotes inclusion through the NAGASE Cup, while Mitsui Fudosan contributes to an inclusive urban society by supporting parasports. When such actions intersect with a global platform like Formula E, they resonate beyond products and marketing—they become messages of intent.

This symposium generated empathy through shared storytelling and became a space where business and society could explore challenges beyond individual interests. It was a living example of narrative branding, where communication begins with dialogue and reflects the evolving relationship between corporations and society—from one based on transactions to one grounded in empathy and collaboration.

Lessons for Strengthening Japan’s Global Corporate Presence

This initiative offers several takeaways for Japanese companies seeking to enhance their global impact:

1. Leverage International Platforms Strategically
Formula E, with its global recognition in sustainability and innovation, provides an effective stage for Japanese companies to showcase their strengths and values.

2. Create New Value Through Cross-Industry Collaboration
As demonstrated by NAGASE and Mitsui Fudosan, partnerships across industries can produce impact and scale that would be difficult to achieve alone. Especially on a global stage, Japan-led co-creation models can be a powerful differentiator.

3. Emphasize Storytelling
Communicating not just what companies produce, but what kind of society they aim to build, is increasingly important. Dialogue-based platforms like this symposium represent a new frontier in global communications.

4. Balance Action with Communication
While many Japanese firms excel in sustainability practice, they often fall short in global messaging. By using internationally recognized platforms for communication, Japanese companies can more effectively demonstrate their value to the world.

Conclusion

In its second year of Formula E hosting the Tokyo E-Prix, the 2025 “Tokyo Midtown Hibiya Sustainability Weekend powered by NAGASE” became a new model for Japanese companies to share their strengths and intentions globally—united by the shared language of sustainability.

This was not just a sponsorship or event—it was a manifestation of corporate vision. By working together, companies can generate greater impact and deeper resonance. The initiative presents an important model for enhancing Japan’s global corporate presence. Sport is a powerful platform for social movement, and through international events like Formula E, Japan’s sports and corporate sectors can expand their global reach. Continued efforts like this can serve as catalysts for international growth and engagement.

◇ Splat Inc.

About Splat Inc.

https://splat.co.jp/?lang=en_us

Founded in March 2023, Splat Inc. is a communication design company with deep expertise in global strategic communications. Its mission is to convey the intrinsic social value of sports beyond competition and to connect it with corporate engagement and Japan’s growth.
By visualizing the broader potential of sports and designing communication strategies that bridge sports, businesses, and society, Splat helps clients build differentiated, resilient brands through thoughtful, purpose-driven storytelling.

Note: This article was originally published in Japanese on Sep 11, 2025. The original article can be accessed here.