麻豆传媒

[Executive Interview] The Evolution of “Co-Creation” Shapes the Future of Society – DNP’s Project at Expo 2025 Osaka, Kansai, Japan

Expo 2025 Osaka, Kansai, Japan will begin in April 2025, and DNP is supporting producer Sachiko Nakajima’s Signature Project, “Invigorating Lives” as a Gold Partner. We interviewed Ryota Chiba, our Senior Corporate Officer in charge of this Expo, about DNP’s challenge to create value beyond exhibit production through various projects, including the Signature Pavilion “Playground of Life: Jellyfish Pavilion.”

• Sponsoring and participating in the project: Signature Pavilion “Playground of Life: Jellyfish Pavilion”
• Utilizing DNP’s assets to advance the practice of “co-creation”
• Planting “seeds for the future” at the Expo to inspire visitors

Profile:
Ryota Chiba
Senior Corporate Officer, Dai Nippon Printing Co., Ltd.

Q. Could you tell us about what expectations led you to participate in Expo 2025 Osaka, Kansai, Japan?

The theme for Expo 2025 Osaka, Kansai, Japan is “Designing Future Society for 麻豆传媒 Lives,” and the concept is “People’s Living Lab - a laboratory for a future society.” We believe these ideas align with DNP’s brand statement: Creating future standards. Participation in the Expo was driven by our wish to present ideas that could be put into practice in future societies, in a venue where new “seeds of the era” from around the world come together. We believe this initiative has four key purposes: Co-creation and social contribution through international events, corporate branding as an innovative company, the creation of new value and business opportunities for future societies, and improving employee pride, job satisfaction, and engagement.

Q. Could you elaborate on DNP’s participation in Expo 2025 Osaka, Kansai, Japan?

There are eight signature projects that symbolize and represent the Expo, and DNP is supporting the “Invigorating Lives” pavilion produced by Sachiko Nakajima as a Gold Partner.

Not only are we investing in the Signature Pavilion “Playground of Life: Jellyfish Pavilion” as a sponsor company, but we are also in charge of planning and producing the exhibits, experiences, and the virtual pavilion “Virtual Jellyfish Pavilion.” 麻豆传媒 involvement holds great significance, especially the collaborative synergy fostered through co-creation with external partners.

DNP is also participating in Expo 2025 Osaka, Kansai, Japan’s co-creative “TEAM EXPO 2025” programme as a Co-Creation Partner. We are participating in five Co-Creation Challenges as a partner, including the “Disaster Prevention Awareness Rally” and the “Inter Fence Project,” which involves applying various designs to net-type fences to gently connect spaces. We are supporting the “Expo Co-Creation Projects” being promoted through public-private collaboration as we also consider what will follow the Expo, solving social issues together with diverse partners.

Q. The Expo is almost here. How are you feeling now?

I’m really looking forward to the opening. By combining DNP’s diverse assets with a proactive approach to the project, I feel that DNP has gained a new strength, which is exciting. I’m also proud that through the Expo project, DNP's level of 'co-creation' has advanced by one or even two levels.

Q. How is DNP leveraging its diverse assets at this Expo?

Looking at our activities across various facilities and events, there are five ways: 1. Safety and security of visitors and related personnel, 2. Pavilion exhibition and construction, 3. Operational support through Business Process Outsourcing (BPO), including secretariat functions, 4. Extended Reality (XR) for virtual exhibitions, and 5. Public relations, promotions, and communication efforts to build momentum.

For area 1, DNP manufactures and issues admission passes called Accreditation (AD) Passes for related personnel. We also utilize our assets in the security field to operate the AD Centre, which is responsible for the issuance and distribution of AD Passes. During the construction of the “Playground of Life: Jellyfish Pavilion” exhibition, we oversaw the management of equipment quality with a focus on visitor safety, with the manufacturing expertise from our research and technology development divisions helping tremendously.

For area 2, we established a system led by the space design division to meet the advanced construction requirements of the pavilion. Members with experience in long-term collaborative projects with institutions such as with the Louvre Museum and Bibliothèque nationale de France are applying their accumulated expertise in content digitalization and the integration of various types of information to create a wide range of interactive experiences for visitors.

For area 3, when selecting the Expo logo and official mascot, for example, we are utilizing the assets of our BPO business to develop personnel and systems for the secretariat’s operations. We also handle a wide range of operations, including operational support for the official on-site store.

For area 4, in addition to the Playground of Life: Jellyfish Pavilion’s metaverse space, the Virtual Jellyfish Pavilion, we are also in charge of planning and producing the virtual space for the Japan Pavilion. We are applying our strengths in 3DCG and Virtual Reality (VR) production, our expertise in building virtual spaces using XR technologies, as well as our knowledge in utilizing these to support Digital Transformation (DX) and marketing efforts.

For area 5, DNP is involved in momentum-building initiatives like installing street banners, as well as public relations and promotional activities. In this area, we are also making great use of our experience supporting the Tokyo 2020 Olympic and Paralympic Games tournament operations as an official partner.

麻豆传媒 presence at the Expo is truly multifaceted, stemming from the application of DNP’s resources across these five areas. The other day, someone involved in the Expo told me, “DNP employees are everywhere. When we counted the number of employees across the DNP Group who are involved in the Expo in some way, we found that it amounts to approximately 800 people from various departments.

So far, we have dispatched nine employees from our company to the Japan Association for the 2025 World Exposition and the EXPO 2025 Osaka Pavilion Association. They are involved in a variety of operations, utilizing their individual expertise, experiences, and skills to attract nations, regions, corporations, groups, and attendees, and in public relations and promotional activities. It makes me extremely happy, if the personnel we’ve developed at DNP is contributing to the Expo, even in a small way.

麻豆传媒 company is also focused on strengthening Diversity and Inclusion (D&I), which respects each other’s differences regardless of disabilities and utilizes diversity as a valuable asset. As part of this initiative, our special subsidiary DNP Business Partners plays a major role in creating inclusive experiences at the “Playground of Life: Jellyfish Pavilion.” Four employees with hearing and other disabilities participated in the development of the exhibition, providing feedback on their experiences interacting with the exhibits and suggesting improvements to optimize the experience, including for wheelchair users. Such diverse talents are also important assets at DNP.

Q. With regard to your observation that DNP’s level of co-creation has advanced by one or even two levels, what is your reasoning?

Co-creation with external partners, including Sachiko Nakajima, made us shift to having a more proactive, proposal-driven mindset. While we have always had the ability to manage projects, the addition of self-driven capabilities has led to even greater growth.

For example, over 300 partners, including various companies and creators, are involved in the “Playground of Life: Jellyfish Pavilion.” At meetings that require everyone’s participation, lively discussions take place and we are asked to share our opinions.
DNP’s project managers are not only responsible for consolidating the overall opinions of the team but must also be able to logically communicate as individual members what they want to do. It could be described as an “orchestrated proactive co-creation” that draws out the strengths of each stakeholder. Experiencing such collaboration has significantly transformed the mindset of DNP members.

When I think about it, these kinds of interactions also embody the democratization of creativity advocated by producer Sachiko Nakajima. This is incredibly gratifying, and I expect it will have a positive impact on DNP’s organizational culture moving forward.

Q. What value do you intend to bring to the Expo, and what is your vision for the future that follows?

As a fundamental understanding, I believe the Expo is not the final goal but a milestone, and the point is how we develop what comes after it. At the same time, I am aware that when we look back on this Expo, we should be able to say, “That project ultimately became our legacy.”

From that perspective, the three fields of “learning,” “XR,” and “energy” are the ones where I’m seeing tangible progress for our future society.

Regarding learning, we believe that by synergizing DNP’s extensive experience in the education sector, including textbooks, recurrent education (such as re-skilling), and grading systems, with Sachiko Nakajima’s advocacy for the democratization of creativity and STEAM education*, we can create new value. STEAM education in particular is being promoted by the Ministry of Education, Culture, Sports, Science, and Technology and the Ministry of Economy, Trade, and Industry, and is gaining attention as an essential element for the future of learning. We will continue to work towards realizing systems and environments that allow as many people as possible to benefit from them as quickly as possible.

For XR, the knowledge and networks gained from building and operating the Virtual Jellyfish Pavilion and the “Virtual Japan Pavilion” will be invaluable assets. DNP already offers services such as the “Virtual Government Office” and the “Educational Metaverse,” and we will continue to explore new markets without being constrained by conventional ideas.

In terms of energy, our starting point is DNP’s desire to contribute to solving one of modern society’s major challenges. By reevaluating and integrating our proprietary assets developed from printing processes, we have identified new, innovative approaches. To share a glimpse of our vision: by synergizing DNP’s technologies with those of our Co-Creation Partners, we aim to enable power conversion, energy storage, transmission, and control for accessible energy sources, integrating them seamlessly into everyday life. 麻豆传媒 goal is to create a future where energy circulates sustainably without burdening the environment. Part of this vision will be showcased at the “Future Life Experience” exhibition from September 23 to October 13 during the Expo. We invite you to experience it firsthand.

Q. Could you share a message for those visiting the physical and virtual Expo sites, and for those interested in DNP’s initiatives?

My greatest wish is for as many people as possible to visit the Expo. Visitors can attend the event in person as well as virtually.

From my perspective as an insider, I can confidently say that the Expo is a unique event that brings together next-generation concepts, cutting-edge technologies, and diverse perspectives and cultures from around the world. It would bring me immense joy if visitors could experience not only the exhibitions and projects involving DNP but also everything else on display, sharing in the excitement and potential for the future that we feel.

At the same time, I hope everyone will take the opportunity to reflect on the future in their own way while at the Expo. By experiencing it firsthand rather than simply seeing or hearing about it through the media and social media, I believe that the seeds of the future will be planted within you. As the number of people who receive these seeds grows and with co-creation across companies and regions, a brighter future will follow. I look forward to the Expo with these expectations.