The 'Chain of Will Project' Launches Its Second Phase: MLB Player Munetaka Murakami Takes on Global Food Aid. One T-shirt, One Mission to Change the World Through Food.

Kosukuma Co., Ltd. will launch the second phase of its collaborative donation project with MLB player Munetaka Murakami, "Beve," starting June 28, 2026. Following the first phase focused on pediatric cancer support, this initiative will partner with Good Neighbors Japan to address global food insecurity. The company will release T-shirts embedded with QR codes that direct users to a donation page, with a portion of T-shirt sales and collected donations funding food aid programs both in Japan and abroad. This project continues to pursue a new model of support that integrates giving into everyday life through fashion.

About "Beve"

A New Standard for Facing Social Issues and Giving Back

"Beve" is a donation project rooted in MLB player Munetaka Murakami’s personal experiences. Motivated by a deep sense of responsibility and mission—aware that as a public figure, his actions can inspire others—he launched this initiative. The first phase, launched in February 2026 to support pediatric cancer patients, successfully raised a total of 3,760,000 yen. Building on this momentum and guided by the philosophy "Wear your will. Move the world," the project now expands to food aid, aiming to make charitable giving a natural, everyday choice. Beve seeks to break down psychological barriers such as "donating is burdensome" or "the entry barrier is too high," offering a new standard of support where anyone can engage with society effortlessly, simply by enjoying fashion.

Project Overview

This project will release original "Beve" T-shirts. A QR code printed on each T-shirt directs users to Beve’s official website, which links to a dedicated donation page hosted by partner organization Good Neighbors Japan, enabling instant donations. Additionally, a portion of each T-shirt sale will be channeled through the organization to support food aid initiatives domestically and internationally. We invite you to join this "chain of will," where one person’s action inspires another.

Dedicated Donation Website

URL: https://www.gnjp.org/donate/oneoff/dev/ver3.2/index_beve.html

T-shirt Details

Sizes: XS (Ladies) / S / M / L / XL

Colors: White / Black

Price (tax included): 12,800 yen

Sales Site: URL: https://www.beve.world/002

SNS: URL: https://www.instagram.com/beve.world

The Vision Behind Beve

• Beve will address a wide range of social challenges

Beve’s activities and causes are not limited to a single field. Just as the first phase focused on pediatric cancer and the second on food aid, the project will continue to adapt and respond flexibly to pressing societal issues such as educational inequality and environmental problems. Continuously selecting themes in response to social changes is a core principle of this project.

• Starting with a T-shirt: Creating a 'Chain of Will'

Through the everyday canvas of a T-shirt, wearers can choose and visibly express the cause they care about. The empathy and conversations sparked by this expression can inspire further support. Beve aims to foster a 'chain of will'—where one person’s action becomes another’s courage—balancing emotional fulfillment with tangible impact.

About Good Neighbors Japan

Certified NPO Good Neighbors Japan is a member of the international Good Neighbors International network, operating in over 40 countries. It is an international NGO dedicated to protecting children’s physical and mental well-being. Established in 2004, it strives to create a society “filled with children’s smiles, where everyone can live with dignity.” Domestically, it provides food aid to single-parent households, combats child poverty, and delivers disaster relief. Overseas, it runs broad programs in education, healthcare, nutrition, and emergency response. The organization works to eliminate threats caused by poverty, discrimination, disasters, and conflict, helping communities build self-reliant, sustainable lives.

Message from Tomo Koizumi, Representative Director, Good Neighbors Japan

Social issues cannot be solved easily. But we believe that when people with shared purpose come together, they can create transformative change. Today, there are families in Japan who cannot access sufficient meals, and across the world, countless people struggle to secure even one daily meal due to conflict or disaster. We have stood beside each of them, delivering food-based support at home and abroad. We are delighted that our collaboration with Beve will expand this circle of support, turning more people’s compassion into meaningful action. We sincerely ask for your support in building a future filled with children’s smiles—a society where everyone can live with dignity.

Message from Munetaka Murakami

Eating gives us strength every day. The ability to run, to learn, to play, to challenge—everything begins with food. I once took this for granted. But now I know there are places and people who don’t have access to this basic necessity. I want to build a better tomorrow for everyone, starting from the dinner table. I believe this basic right can and should spread to every corner of the world. —Munetaka Murakami

Profile

Munetaka Murakami hit 52 home runs in total during his high school career at Kyushu Gakuin High School. He was selected as the first-round draft pick in 2017 and joined the Tokyo Yakult Swallows. In his rookie year, he achieved outstanding results in the Eastern League with a .288 batting average, 17 home runs, 70 RBIs, and 16 stolen bases, earning awards for Best Player, Rookie of the Year, and Most Improved Player. He was promoted to the top team in September that year and hit a home run in his first at-bat. In 2019, after training with player Nobuhiko Aoki during the off-season, he secured a starting position and became the team’s cleanup hitter in May. He was voted first in fan balloting for the All-Star Game at third base and participated in the Home Run Derby. He recorded 36 home runs and 96 RBIs, winning the Rookie of the Year award. In 2021, he became the youngest player in Nippon Professional Baseball history (21 years, 7 months) to reach 100 career home runs. He continues a donation campaign supporting the restoration of Kumamoto Castle, contributing amounts based on his home run and RBI counts.

About Kosukuma Co., Ltd.

Kosukuma Co., Ltd. is a planning company that implements "play" and "creation" into society. Its founding members have worked on planning and production for YouTube channels such as HIKAKIN and Hajime Syacho. In an era increasingly dominated by AI-driven optimization, the company feels a crisis regarding the corporate world’s overemphasis on economic efficiency. To challenge this, Kosukuma runs its unique "FLIP" initiative—a social experiment by a corporation that questions norms through pure creative power. By channeling human-specific feelings of "discomfort" and "passion" into entertainment, it flips conventional wisdom. Regardless of medium—products, events, or otherwise—Kosukuma practices a next-generation corporate model that overturns predictable, formulaic futures.

WEB

https://kosukuma.com/home.html