Connecting People, Cities, and Society from Morning Hours: New Sports Culture 'Running and Breakfast' Receives Excellence Award in Group Category at the 5th 'Sport in Life Award' Hosted by the Japan Sports Agency, Ministry of Education, Culture, Sports, Science and Technology
The General Incorporated Association Running and Breakfast received an Excellence Award in the Group Category at the 5th 'Sport in Life Award,' hosted by the Japan Sports Agency. This recognition is for its creation of a new sports culture combining running and breakfast, and its contribution to regional revitalization.
📋 Article Processing Timeline
- 📰 Published: April 30, 2026 at 20:00
- 🔍 Collected: April 30, 2026 at 11:32
- 🤖 AI Analyzed: April 30, 2026 at 12:17 (45 min after Collected)
The General Incorporated Association Running and Breakfast (Location: Koto-ku, Tokyo, Representative: Miki Sakaki), which operates the community 'Running and Breakfast' where members run with friends to enjoy breakfast, announces that it has received an Excellence Award in the Group Category at the 5th 'Sport in Life Award,' promoted by the Japan Sports Agency, Ministry of Education, Culture, Sports, Science and Technology.
This initiative was recognized for not only focusing on running but also for contributing to the creation of daily exercise habits and the expansion of the sports population through activities easily accessible for the enjoyment of breakfast. It was also highly evaluated for forming communities linked to local resources and generating economic circulation.
Taking this award as an opportunity, to further expand its activities into society, the organization will promote the societal implementation of 'Morning Culture' starting with 'Running x Breakfast' and work on creating new value in collaboration with local governments, corporations, and communities.
【Reason for Award】A new form of sports bringing exercise back into daily life
Diverse generations from children to seniors participate
The General Incorporated Association Running and Breakfast operates activities and a community where people run and converse with friends at a pace suitable for enjoying conversation, with the concept of 'sharing the beginning of the day.' This activity is characterized by running at a 'pace where conversation can be enjoyed,' allowing anyone regardless of age or exercise experience to participate, fostering a new morning sports culture where diverse generations from children to seniors can interact. Currently, it has expanded to multiple locations nationwide and regularly holds events in various regions.
Community size is approximately 1,900 members, and the number of visited breakfast venues exceeds 1,500 in total.
Also creating economic effects by utilizing local resources
The community has grown to approximately 1,900 members, and the total number of breakfast spots visited has exceeded 1,500. By utilizing diverse local resources such as local restaurants, hotels, and markets as a mechanism for people to continuously visit, it also contributes to the local economy. This activity also uniquely addresses the challenge that 'it is difficult to continue exercising alone' by setting breakfast as a 'reward' and creating a mechanism where participants can naturally continue enjoying exercise through the presence of friends with whom they spend time from 'good morning' to 'let's eat.' The design, which lowers the hurdle to exercise and allows it to be incorporated effortlessly into daily life, leads to continuous participation by many members.
Key points of the award
This award comprehensively evaluated the following aspects:
- Creation of sports opportunities accessible to everyone
- Mechanism for incorporating exercise into daily life
- Community design that promotes sustainable behavioral change
- Sustainable community formation linked to local resources
▼Running and Breakfast Community Activity Scenes
【Future Development】Connecting 'Running x Breakfast' to broader social themes
Taking this award as an opportunity, the organization will expand initiatives based on 'Running x Breakfast' to the following social themes:
- Utilization of morning hours and redesign of urban 'blank times'
Creating new value in unused time slots such as early morning parks, commercial facilities, and restaurants.
- Community development through Running x Breakfast
Promoting 'experience-based community development' that connects local resources and generates circulation and interaction.
- Support for children's exercise opportunities and breakfast opportunities
New approach to social issues such as lack of exercise and skipping breakfast.
- Improvement of well-being and habit formation
Promoting mental and physical health through exercise and eating habits that can be continued without strain.
Through these initiatives, we aim to implement a new social model where sports, community, and the regional economy circulate.
【Partners Wanted】Expanding 'Morning Culture' together
The organization is looking for partners and sponsors who resonate with this initiative and can work together to create value.
【Examples of Co-creation Themes】
- Regional revitalization and tourism content development based on Running x Breakfast
- Effective utilization of morning hours (utilization of parks, commercial facilities, restaurants, etc.)
- Creation of exercise and breakfast opportunities for children (for KIDS collaboration)
- Utilization for corporate health management and well-being initiatives
- Product experience/sampling initiatives with sports brands and food brands
- Breakfast attraction and circulation planning with hotels and restaurants
- Development of running tourism for inbound visitors
- Collaboration projects with anniversary events and regional events
The above are examples, and flexible project design is possible according to the characteristics of companies and regions. Please feel free to inquire.
About Running and Breakfast
Community born from 'running to enjoy breakfast'
'Running and Breakfast' was born in Kiyosumi-Shirakawa, Tokyo in 2016 as a community for 'running while chatting to eat breakfast.' Based on the concept of 'sharing the beginning of the day' through community platforms (Facebook groups, etc.).
This initiative was recognized for not only focusing on running but also for contributing to the creation of daily exercise habits and the expansion of the sports population through activities easily accessible for the enjoyment of breakfast. It was also highly evaluated for forming communities linked to local resources and generating economic circulation.
Taking this award as an opportunity, to further expand its activities into society, the organization will promote the societal implementation of 'Morning Culture' starting with 'Running x Breakfast' and work on creating new value in collaboration with local governments, corporations, and communities.
【Reason for Award】A new form of sports bringing exercise back into daily life
Diverse generations from children to seniors participate
The General Incorporated Association Running and Breakfast operates activities and a community where people run and converse with friends at a pace suitable for enjoying conversation, with the concept of 'sharing the beginning of the day.' This activity is characterized by running at a 'pace where conversation can be enjoyed,' allowing anyone regardless of age or exercise experience to participate, fostering a new morning sports culture where diverse generations from children to seniors can interact. Currently, it has expanded to multiple locations nationwide and regularly holds events in various regions.
Community size is approximately 1,900 members, and the number of visited breakfast venues exceeds 1,500 in total.
Also creating economic effects by utilizing local resources
The community has grown to approximately 1,900 members, and the total number of breakfast spots visited has exceeded 1,500. By utilizing diverse local resources such as local restaurants, hotels, and markets as a mechanism for people to continuously visit, it also contributes to the local economy. This activity also uniquely addresses the challenge that 'it is difficult to continue exercising alone' by setting breakfast as a 'reward' and creating a mechanism where participants can naturally continue enjoying exercise through the presence of friends with whom they spend time from 'good morning' to 'let's eat.' The design, which lowers the hurdle to exercise and allows it to be incorporated effortlessly into daily life, leads to continuous participation by many members.
Key points of the award
This award comprehensively evaluated the following aspects:
- Creation of sports opportunities accessible to everyone
- Mechanism for incorporating exercise into daily life
- Community design that promotes sustainable behavioral change
- Sustainable community formation linked to local resources
▼Running and Breakfast Community Activity Scenes
【Future Development】Connecting 'Running x Breakfast' to broader social themes
Taking this award as an opportunity, the organization will expand initiatives based on 'Running x Breakfast' to the following social themes:
- Utilization of morning hours and redesign of urban 'blank times'
Creating new value in unused time slots such as early morning parks, commercial facilities, and restaurants.
- Community development through Running x Breakfast
Promoting 'experience-based community development' that connects local resources and generates circulation and interaction.
- Support for children's exercise opportunities and breakfast opportunities
New approach to social issues such as lack of exercise and skipping breakfast.
- Improvement of well-being and habit formation
Promoting mental and physical health through exercise and eating habits that can be continued without strain.
Through these initiatives, we aim to implement a new social model where sports, community, and the regional economy circulate.
【Partners Wanted】Expanding 'Morning Culture' together
The organization is looking for partners and sponsors who resonate with this initiative and can work together to create value.
【Examples of Co-creation Themes】
- Regional revitalization and tourism content development based on Running x Breakfast
- Effective utilization of morning hours (utilization of parks, commercial facilities, restaurants, etc.)
- Creation of exercise and breakfast opportunities for children (for KIDS collaboration)
- Utilization for corporate health management and well-being initiatives
- Product experience/sampling initiatives with sports brands and food brands
- Breakfast attraction and circulation planning with hotels and restaurants
- Development of running tourism for inbound visitors
- Collaboration projects with anniversary events and regional events
The above are examples, and flexible project design is possible according to the characteristics of companies and regions. Please feel free to inquire.
About Running and Breakfast
Community born from 'running to enjoy breakfast'
'Running and Breakfast' was born in Kiyosumi-Shirakawa, Tokyo in 2016 as a community for 'running while chatting to eat breakfast.' Based on the concept of 'sharing the beginning of the day' through community platforms (Facebook groups, etc.).