Sparkle Co., Ltd. (Headquarters: Sendai City, Miyagi Prefecture, Representative Director: Hideki Fukutome, hereinafter "the Company"), as a member of the ATERUI2026 Executive Committee, will hold "ATERUI2026" for two days on September 3rd (Thu) and 4th (Fri), 2026, in Sendai City.

We are pleased to announce the second wave of distinguished guests who will grace our talk sessions. A diverse lineup of over 40 players, including entrepreneurs, successor managers, venture capitalists, government officials, and students, are gathering.

*As of July 7th

About ATERUI2026

"ATERUI (Atotsugi and Entrepreneurs’ Regional Unity and Innovation) 2026" (hereinafter, "ATERUI2026") is a leading business conference in Tohoku, held under the concept of "Extend Tradition." It brings together a diverse range of players, including successor managers and venture entrepreneurs who continue to challenge themselves while leveraging Tohoku's unique traditions and resources, as well as support organizations and regional companies.

Event Details

【Day1】

* Date & Time: September 3rd, 2026 (Thu) 9:00 AM - 7:30 PM (Entry and exit free)

* Venue: SENDAI GIGS

【Day2】

* Date & Time: September 4th, 2026 (Fri) 10:00 AM - 8:00 PM (Entry and exit free)

* Venue: Communication Design Laboratory MEDIUM

【Latest Information】

* Official Website: https://aterui.world/

* Ticket Purchase: https://aterui2026.peatix.com/

* An "Early Bird Discount" offering 20% off the regular price is available until July 15th (Wed).

Please take advantage of this offer.

【Stage A: Unity Session】

1. Opening Session: "Tohoku's Current Position in 2026"

One year has passed since last year's "ATERUI." What changes have occurred in Tohoku's business scene and local communities? Reflecting on our journey and Tohoku's current standing, we will explore the meaning behind why we gather here again and hold ATERUI. This opening session aims to build momentum for Tohoku's future, both next year and beyond.

2. How University-Launched Startups Can Create a Sustainable Ecosystem in the Region

Tohoku boasts world-class university "knowledge" and technology. What is needed for startups that commercialize this knowledge and technology to take root deeply in the region and form an ecosystem, rather than being transient entities? We will discuss the reality of startup promotion in the region and the future of regional co-creation envisioned by university-launched ventures.

3. Tohoku Successor & Entrepreneur Pitch

This pitch event supports the challenges of startups and venture entrepreneurs striving in the Tohoku region, as well as successor managers who are innovating while inheriting traditions. Through feedback from a panel of distinguished commentators, we aim to provide insights and encounters that lead to the next step. The goal is to create a platform where the presence and potential of these individuals are recognized by companies and supporters both within and outside the region, fostering new collaborations and support.

4. The Form of Support for the Next Generation: Creating a Model for "Successor Support" from Tohoku

The existence of "successors" holds the key to the regional economy. However, the nature of support for their endeavors involves region-specific challenges and approaches. This session targets a broad range of supporters, including government, financial institutions, and private companies, and delves into successful support cases and the real voices of practitioners. By sharing the ingenuity behind success, we aim to discuss the "model for successor support in Tohoku" with participants and connect it to actions for Tohoku's future.

5. The Value of Starting a Social Business in the Region, Revealed Through Tohoku's Unique Context

Fifteen years have passed since the earthquake, and Tohoku is moving beyond "reconstruction." The challenge facing regional challengers today is how to make their social aspirations (lifework) a sustainable "business," rather than just self-sacrifice or service. This session will delve into the real struggles of entrepreneurs trying to overcome this hurdle. How can we measure the value of a business and its relationship with the region, without being bound by existing metrics like sales and business scale? And what new solution models can be disseminated from this land of Tohoku to the rest of Japan and the world? We will speak in the authentic voices of those on the ground.

6. Current Students Speak Out! The Conditions for "Our Presence" in Tohoku 10 Years from Now

"Will we still be in Tohoku 10 years from now?" Young people pose direct questions to the adults in the region. Instead of the past singular answer of "returning to one's hometown means getting a job at a local company," how should the region embrace a "gradation of work styles and engagement methods" such as entrepreneurship, side jobs, remote work, and multi-local living? Based on the genuine voices of young people, we will fiercely debate the conditions for Tohoku to remain a chosen field in 10 years and the changes required of existing local communities.

7. Closing Session: "Continued - The Future of Tohoku"

"Let's forge our future with our own hands, without relying on the central government." This is the second year since last year's ATERUI, which revived the spirit of the over-100-year-old book "Shōrai no Tōhoku" (The Future of Tohoku) for the modern era. This year's finale will translate that resolve into concrete "actions." Based not only on external standards that endorse exploitation and solo success capitalism, but also on Tohoku's ancient "nosy giver spirit" and "down-to-earth pride," how can we create our own unique economy and culture? Without ending in mere enthusiasm, we will collectively draw a "blueprint for the next 100 years" for all the "unruly people" gathered here to stop being bystanders and move towards a new destiny together.

【Stage B: Innovation Session】

1. Towards a Creative Hub that Captivates the World: Food and Agriculture Business Brewing Tohoku's Future

Tohoku boasts rich nature, unique food culture, and fermentation techniques passed down through generations. How can the overwhelming potential of "food and agriculture" be elevated beyond the primary industry framework into high-value-added businesses that can compete in the global market? This session features frontrunners who are leveraging challenges in the primary industry, such as population decline and climate change, by combining them with technology and creativity to build new food and agriculture ecosystems. How will "Tohoku-born food and agriculture businesses," combining tradition and innovation, "brew" the regional economy and culture of the next era? We will explore the forefront and winning strategies.

2. The Why and How of Creating a Space Industry Ecosystem from Tohoku

How can we challenge the next frontier, the "space industry," by leveraging Tohoku's vast fields and potential? This session will delve into the "Why" behind Tohoku's pursuit of space now, and the "How" of creating businesses in this highly barrier-to-entry field. Featuring players at the forefront, national and local governments, and inheritors of regional context, we will draw a practical roadmap for cultivating a new core industry in the local area and building an ecosystem in this unknown territory.

3. Art Deepens, Design Delivers: "Tohoku's Charm"

How can we deeply and accurately communicate Tohoku's inherent rich charm and value to the world? This session will discuss this question by focusing on two key forces. One is the power of "art" to unearth the essential value of a region and create unique stories. The other is the power of "design" to translate this into a form that can be understood by people worldwide and create points of contact with society. When the approaches of art and design professionals intersect, how will regional companies grow, and how will local culture be enriched? We will discuss practical branding strategies to maximize regional value, incorporating innovative examples from Tohoku.

4. Is Collaboration with External Parties Truly Necessary for the Development of One's Own Industry? R&D Practices for Regional Companies

In recent years, "collaboration with universities and other companies" has been promoted for the development of next-generation industries, but what is the fundamental significance of partnering with others? This session will first explore the objectives and benefits of industry-academia collaboration and open innovation. Moving a step further, we will focus on the challenges of funding and human resources that become obstacles in the practical aspects of collaboration. We will discuss practical theories on how companies should proceed with R&D and how to connect research to business, incorporating the real perspectives of both universities and companies.

5. Partner Session

In January 2026, we inherited the General Incorporated Association DX NEXT TOHOKU and established the General Incorporated Association EMPOWER NEW TOHOKU. How can we foster a spirit of transformation in Tohoku's regional companies and leverage students and young talent to invigorate Tohoku? What is the responsibility and role of adults in this process? We will delve into these questions.

We will also gather feedback from participants on the results of a student skill-up camp held in late August and how participating companies are likely to change.

6. Government Pitch

This session features top officials and active members from various local governments in Tohoku who will present their region's challenges, future vision, and expectations for private companies in a 5-minute reverse pitch format. By directly presenting the real needs of local governments, we aim to create opportunities for concrete collaboration and partnerships with private startups and companies.

Ticket Application

Introducing the Day 2 Program on September 4th (Fri)

On Day 2, the venue will move to "Communication Design Laboratory MEDIUM," an innovation exchange hub that opened in April 2026. MEDIUM is equipped with a research and development facility, a "Wet Lab," and serves as a new co-creation space that promotes the formation of industry-academia-government networks and inter-industry collaboration. On the day, we will utilize this facility for lab tours and workshops, as well as offer field trips to experience the region's progress firsthand.

MEDIUM Special Program

◇Wet Lab Frontier: Towards Unknown Innovation from Sendai (10:00 AM - 12:00 PM)

We will invite residents who have labs at MEDIUM to give presentations. In addition to introducing each company's research content and vision, we will explore hints for co-creation beyond domain boundaries.

◇MEDIUM Wet Lab Premium Tour (1:00 PM - 2:00 PM)

We will tour the Wet Lab within MEDIUM and hear from residents about the behind-the-scenes of their businesses and the appeal of the facility.

◇Workshop: "Opening Questions to the Changing Times" - Drawing the Next Challenges in the Nature Positive Era (2:00 PM - 5:00 PM)

The NP Hub is a co-creation hub at Tohoku University that connects university knowledge with societal questions and weaves new relationships between people and nature. This workshop will start with the question "What is Nature Positive?" and participants will re-examine their connections with the region and nature, explore the questions necessary for the coming era, and draw out the next challenges for themselves and their region.

Details: https://www.naturepositive-hub.jp/

Field Trip Program with Hideki Fukutome, Chairman of the ATERUI2026 Executive Committee, Exploring the Eastern Sendai Area (1:00 PM - 6:00 PM)

We will introduce earthquake disaster memorial sites and activity facilities in the eastern Sendai area. The purpose is to learn about the disaster and understand the bright future of Miyagi and Tohoku that can be seen from the subsequent reconstruction.

* Participation in this tour requires a separate ticket in addition to the ATERUI2026 participation ticket.

"ATERUI CARAVAN in Southern Tohoku" to be held on July 22nd (Wed) in Fukushima

Currently, ATERUI is held based in Sendai, but in the future, we aim to expand it to various locations across the six prefectures of Tohoku, elevating it into a broader movement. As the first step in building this foundation, we will hold a pre-event prior to the main festival in Fukushima Prefecture.

At this event, we will review "ATERUI 2025" and share participants' real voices, while exploring "Why is Tohoku an interesting frontier right now?" with players at the forefront. We invite those who are not yet familiar with ATERUI, as well as those who wish to initiate or be involved in something in Southern Tohoku (Fukushima/Yamagata) in the future, to foster warm connections and nurture future aspirations together.

Event Details

Date & Time: July 22nd, 2026 (Wed) 5:00 PM - 7:00 PM

Venue: Fukushima Terpsa (Fukushima City, Fukushima Prefecture)

Capacity: Approximately 30 people (first-come, first-served)

Participation Fee: Free

Target Audience: ATERUI 2025 participants, successors, entrepreneurs, new business managers, financial institution and government officials, and students interested in regional challenges and entrepreneurship.

Application: https://peatix.com/event/5045668

ATERUI2026 Executive Committee Members

Sparkle Co., Ltd.

Headquarters: 2nd Floor, Urban Net Sendai Chuo Building, 4-4-19 Chuo, Aoba-ku, Sendai City, Miyagi Prefecture

Established: August 1st, 2018

Representative: Hideki Fukutome, Representative Director

URL: https://www.spurcle.jp/

U-MEDIA Co., Ltd.

Headquarters: 4-12 Rokuchonome Nishimachi, Wakabayashi-ku, Sendai City

Established: January 5th, 1960

Representative: Hitoshi Konno, Representative Director

URL: https://www.u-media.jp/

TOHKnet Co., Ltd.

Headquarters: Denryoku Building, 3-7-1 Ichibancho, Aoba-ku, Sendai City, Miyagi Prefecture

Established: October 27th, 1992

Representative: Atsushi Ito, Representative Director

URL: https://www.tohknet.co.jp/

Contact for Inquiries Regarding This Matter and Media Coverage

ATERUI2026 Executive Committee

Contact Person: Hideki Fukutome

TEL: 022-200-6477

E-mail: [email protected]

*Please refrain from contacting the venues (SENDAI GIGS, MEDIUM) directly.

FACT BOX

  • Source: PR TIMES
  • Category: Event
  • Organizations: DX NEXT TOHOKU / EMPOWER NEW TOHOKU