Overseas Study Program 'INNOVATOR’S PASSPORT LONDON & BARCELONA' Announced

YOMIKO Advertising Co., Ltd. (Headquarters: Minato-ku, Tokyo; President & CEO: Hideyuki Kikuchi, hereinafter 'YOMIKO') has announced the launch of an overseas study and training program titled 'INNOVATOR’S PASSPORT LONDON & BARCELONA,' in collaboration with SIGNING Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Takahiro Maki, hereinafter 'SIGNING'), a company providing solutions that simultaneously address business and social challenges.

Official website: https://innovators-passport.jp/LONBCN2026

This program offers experiential learning on the latest trends in 'urban innovation,' enabling participants to co-create the future of society through on-site exploration of area activation strategies that foster urban vitality in London and Barcelona, guided visits to 'Smart City Expo World Congress 2026'—the world’s largest event focused on urban innovation—and in-depth fieldwork and expert sessions.

For the second consecutive year, YOMIKO’s Urban Lifestyle Research Institute, which conducts research on Civic Pride® and aims to create value through Community Creation®, will join the team. The program will further enrich its content by focusing on solving challenges for consumers, businesses, and society through co-creation with diverse stakeholders across public, private, and civic sectors.

* 'Civic Pride / Civic Pride,' 'CIVIC PRIDE,' and 'Community Creation' are registered trademarks of YOMIKO Advertising Co., Ltd.

About INNOVATOR’S PASSPORT

Around the world, new initiatives are emerging that nurture urban vitality and enhance the value of city areas. SIGNING and YOMIKO have conducted research on the forefront of 'urban innovation' globally, including creative urban development leveraging digital technology, work and lifestyle models that promote well-being, sustainable economies shaping the future, next-generation cultural movements, and social innovations that encourage citizen co-creation. This program is a tour initiative that allows participants to experience, together with us, the early signals of future urban development we have discovered through our research.

Official website: https://innovators-passport.jp/

Program Objectives

1. Experience area activation strategies that foster innovation in leading global cities

Learn, through dialogue with local key figures and experts, the methods and realities of co-creation driven by diverse players such as citizens, government, private enterprises, research institutions, and startups.

2. Discover the latest global trends in smart cities at 'Smart City Expo World Congress 2026'

In addition to guided tours of the event venue, an exclusive dialogue with the event’s organizing team will be arranged, offering participants a unique opportunity to understand the future global trends in urban innovation.

3. Networking and exchange opportunities among program participants

Through this program, participants will deepen conversations with key figures advancing cutting-edge urban development worldwide and with fellow participants. A workshop is planned upon return to help participants gather insights for business innovation in their respective fields.

Program Overview

1. Orientation and Pre-Seminar (Scheduled for mid-October)

① Overview of the study program and introduction to visit destinations

② Pre-orientation including interviews and discussions on topics participants wish to explore on-site, countries they wish to build relationships with, and ecosystem organizations of interest.

2. On-Site Study Tour

Schedule: October 29 (Thu) – November 6 (Fri), 7 nights, 9 days

Destinations: London (UK) and Barcelona (Spain)

Area Activation Strategies for Urban Vitality

Cities worldwide are now being challenged not only to operate sustainably but also to activate urban spaces by harnessing the creativity of people, culture, technology, and business. Participants will experientially learn the latest trends in urban innovation through real-world practices in London and Barcelona, including enriched public spaces, urban operating systems and data utilization, new cultural creation, business ecosystems, and cross-sector co-creation models that turn diversity into strength.

Smart City Expo World Congress

'Smart City Expo World Congress' is the world’s largest international event and platform that transforms urban challenges into new business opportunities. Held annually in November in Barcelona, Spain, it brings together the United Nations, the European Commission, national and local governments, NGOs, corporations, and more. Under the vision of sustainability and circularity, it serves as a crossroads for cutting-edge technologies, strategies, and ideas aimed at realizing next-generation cities and living environments—spanning digital infrastructure, mobility, and public services.

Cities are the breeding grounds for innovation. For companies that grow alongside urban residents, Smart City Expo World Congress offers an exceptional opportunity to directly connect with future customers, partners, and policymakers, accelerating business growth.

https://www.smartcityexpo.com/

3. Wrap-up Meeting and Business Innovation Workshop (Scheduled for end of December)

① Sharing of on-site study reports

② Reflection sessions among participants and discussions aimed at future business innovation

Other activities are also planned.

Program Directors

Chief Research Director, SIGNING Inc. (Concurrently Creative Business Producer, Hakuhodo)

Kazuhiko Washio

After serving in roles at the Marketing Division, Creative Division, and Comprehensive Lifestyle Research Institute, he currently leads R&D initiatives at SIGNING. He conducts fieldwork domestically and internationally to research the forefront of social innovation. His major publications include 'Empathy Branding' (Kodansha), 'The Challenge of Ars Electronica' (Gakugei Publishing), 'CITY BY ALL ~ Co-Creating the Places We Live' (Hakuhodo), 'Cultural Competency' (co-authored, Bootleg), and 'Creative Japan Strategy' (co-authored, Hakutou Shobo).

Head of Urban Development Production Room, Community Creation Business Division, YOMIKO Advertising Co., Ltd.

Kenaki Nakamura

Graduated from Keio SFC, where he studied environmental design including architecture and urban planning. Joined YOMIKO Advertising in 2007. He has been involved in mixed-use developments, commercial facilities, and hotel projects for various developers, as well as regional branding initiatives for local governments. He promotes business development centered on urban development, engaging from strategic planning to implementation of space, experience, and communication. In 2024, he was dispatched to Gehl Architects, a Copenhagen-based urban strategy and design consulting firm, to advance initiatives in Japan.