[Japan First] Regional Companies in East Mikawa Collaborate with Startups! Launching a Pilot Program for Sustainable Workplaces through "Bereavement Support"

Shinnichi Industry Co., Ltd. (Headquarters: Toyokawa, Aichi; President: Yusuke Kinoshita; hereinafter "Shinnichi Industry") announces its participation as part of a corporate coalition in the East Mikawa region (Eastern Aichi Prefecture). This coalition, centered around the co-creation hub "emCAMPUS STUDIO" operated by the Sala Group—a conglomerate of 48 lifestyle-related companies led by Sala Corporation (Headquarters: Toyohashi, Aichi; President: Goro Kamino)—is supporting a pilot program on "bereavement and productivity" initiated by Waterhuman Inc. (Headquarters: Bunkyo-ku, Tokyo; CEO: Akiaki Shintani; hereinafter "Waterhuman").

Historically, Japanese society relied on local ties and traditional rituals to support bereaved families. However, the recent "weakening of local communities" and the rise of "nuclear families" have caused these burdens to increase steadily. Furthermore, we are facing a "society of mass death," where many are expected to face the loss of relatives within the next five years, alongside an "aging workforce" due to labor shortages. Against this backdrop, the number of "working chief mourners"—employees who must balance complex procedures and grief while working—is surging, making this an urgent social issue. In modern times, providing "mental care" and "reducing practical burdens" for these employees has become a critical management issue that impacts corporate sustainability.

✦ Co-creation in East Mikawa This pilot program originated from "emCAMPUS STUDIO," the co-creation hub in East Mikawa operated by the Sala Group.

While Waterhuman faced challenges in independently developing a field for verification, emCAMPUS STUDIO, which provides support services for entrepreneurs in East Mikawa, acted as a bridge. Seven local companies in the manufacturing and logistics sectors, which form the backbone of the regional economy and are led by sincere management, resonated with the startup's vision and joined the collaboration. This initiative demonstrates that "East Mikawa has the soil to connect startup challenges to social implementation."

Starting from emCAMPUS STUDIO, we are creating new value in East Mikawa to support working people carrying the weight of "grief," updating the region to become "the most supportive region for challengers and the kindest to working people in Japan."

Novelty of the "East Mikawa Model" for Co-creation The scheme where "a co-creation hub operated by a core regional company acts as a hub, connecting SMEs from different industries to simultaneously verify a single startup's service" possesses unprecedented novelty.

1. Eliminating "Search Costs" and "Verification Risks" for SMEs SMEs often lack the resources to independently find and verify new startup services. By having a core company act as a "connoisseur" and having multiple SMEs verify the service simultaneously, the cost and risk per company are minimized, allowing the entire region to benefit from cutting-edge services.

2. Ensuring Statistical Significance While a single SME might only encounter a few "bereavement" cases per year, a coalition of multiple companies allows for the collection of multifaceted data in a short period, enabling meaningful analysis. This applies to pilot programs for other services as well.

3. A Private-Sector-Led Ecosystem While regional projects are often led by local governments, this project is an autonomous coalition based on the trust (local ties) between local private companies.