(General Incorporated Association) Japan CSR Association and EQML Co., Ltd. Contribute to Supporting Enterprise Activation and World Peace through Co-Creation

EQML Co., Ltd. (EQML, Machida City, Tokyo; Representative Director: Hiroshi Maeda) has started accepting applications for its partner program targeting businesses aiming at co-creating "the highest level of service" based on ISO23592 (Service Excellence), beginning June 30, 2026.

In collaboration with (General Incorporated Association) Japan CSR Association—an official certification body for the Hospitality Certification Standard selected by the Ministry of Economy, Trade and Industry (METI)—EQML will provide comprehensive support from certification assistance to issuance of Maturity Assessment Registration Certificates.

Following outreach activities at Osaka-Kansai Expo 2025 (August 2025) and Earth Day Tokyo 2026 (April 2026), the company will formally launch its expanded cooperation framework with domestic enterprises and international co-creation partners.

Below is an explanation of the background and framework of this initiative. To advance a project where businesses deliver "the highest level of service" to customers, thereby increasing customer sales, expanding market share, enabling new product development, and ultimately contributing to world peace, EQML Co., Ltd. has developed and introduced a co-creation methodology called "Service Excellence SE (ISO23592)."

We exhibited at the Osaka-Kansai Expo 2025 in the "SDGs Challenge Enterprise Site" booth.

Theme: Exhibition titled "Contributing to World Peace through Co-Creation by Promoting ISO23592." ISO23592 is an international standard proposed by Germany and jointly supported by the European Union. Our exhibition theme was aligned with the "Hospitality Certification Standard (introduction of criteria compliant with Service Excellence SE: ISO23592)" to contribute to solving social issues and achieving world peace. Additionally, Franco-Poné Manu Shimaoka (a multilingual married comedy duo from Yoshimoto Kogyo) joined the initiative, as their corporate philosophy of "contributing to world peace through laughter" aligns with our mission. Given this synergy, contributing to "world peace" became a central goal. The Osaka-Kansai Expo provided an ideal platform for global outreach.

Figure 1: "(General Incorporated Association) Japan CSR Association and EQML contribute to supporting enterprise activation and world peace through co-creation!"

This framework enables contribution to world peace.

Through the "ISO23592 Service Excellence (SE) Pyramid (LV1–LV4)" shown in Figure 2, businesses engaging in co-creation will jointly offer customers "the highest level of service" (including new product development and other non-service offerings). This creates opportunities for "Customer Delight" (customer joy, emotional engagement, fan creation, etc.), thereby driving increased sales, market share expansion, and new product development.

Figure 3 presents a sample of the "Service Excellence SE (ISO23592) Maturity Assessment Registration Certificate."

1. EQML contributes to supporting enterprise activation and world peace through co-creation

(1) The certification body "(General Incorporated Association) Japan CSR Association" (a group company of EQML), selected in 2017 by METI for the "Hospitality Certification Standard," along with the support body "EQML Co., Ltd.," issued an updated version in 2022: the "Promotion Standard for Creating the Highest Level of Service (ISO23592-compliant version)."

(2) ISO23592 was proposed by Germany and adopted by the European Union to promote the delivery of the highest level of service. Currently, implementation examples are limited mainly to SDG-related initiatives. Japan’s Hospitality Certification Standard stands out as a representative systematic case. Widespread adoption by other nations is expected to contribute significantly to world peace.

* The Japan CSR Association, as the official auditor for the Hospitality Certification Standard, issues ISO23592 Maturity Assessment Registration Certificates under its name. Issuing these certificates globally enhances reputation and contributes to a peaceful, war-free world.

* "Learning SDGs through Comedy," a cultural and social initiative rooted in Japanese tradition, is being promoted in collaboration with Franco-Poné Manu Shimaoka (a multilingual married comedy duo from Yoshimoto Kogyo; the wife is French), who co-create with our company. This aligns with Yoshimoto Kogyo’s management philosophy of "contributing to world peace through laughter," and the duo is now active in Europe and beyond.

* We exhibited at the SDGs Challenge Enterprise Booth at Osaka-Kansai Expo 2025 on August 4, 2025, and displayed Figure 1 at Earth Day Tokyo 2026 on April 18–19, 2026, promoting our mission domestically and internationally. We received visits from 50 groups, presented materials on the revised standard, and successfully gained understanding.

2. EQML’s Framework for Contributing to World Peace

(1) Explanation of Figure 1: "(General Incorporated Association) Japan CSR Association and EQML contribute to supporting enterprise activation and world peace through co-creation!"

a) Central Figure: The Japan CSR Association, the auditing body for the Hospitality Certification Standard, is highlighted in a red-bordered box at the center.

* The "Hospitality Certification Standard Secretariat" (responsible for overall management) is shown in the blue box at the lower right.

* The "EQML, Support Provider for Hospitality Certification Standard" is shown in the blue box at the upper left.

* The collaborative organization "Franco-Poné Manu Shimaoka (Yoshimoto Kogyo; multilingual married comedy duo; wife is Swiss)," promoting "Learning SDGs through Comedy," is shown at the bottom.

b) Recipients of Hospitality Certification Support

* On the left, the support framework for local governments is shown, including performances by "comedy acts," "dance troupes," and "traditional performing arts." In Yashima Town, Okayama Prefecture (a historic post town), Gold Certification Certificates were issued to 17 organizations, including the town office, chamber of commerce, shopping district, and various stores.

* 1 The pink box in the upper left indicates support for obtaining the Hospitality Certification Standard across all industries (hotels, restaurants, retail, IT services, manufacturing, construction, etc.).

2 Various training programs: Regular and on-site training sessions are conducted.

3 In 2022, the revised Hospitality Certification Standard—"the highest level of service (ISO23592)"—was introduced. Support is provided across all industries and for overseas co-creation partners (collaborating with overseas businesses in the central right column to initiate co-creation efforts toward world peace).

(2) Explanation of Figure 2: "ISO23592 Service Excellence (SE) Pyramid (LV1–LV4)" and Figure 3: "Sample Service Excellence SE (ISO23592) Maturity Assessment Registration Certificate"

a) Service Excellence Pyramid (LV1–LV4) (based on Figure 2)

* Levels 1 and 2: Customer Satisfaction (CS); Levels 3 and 4: Customer Delight.

* LV4 represents Excellent Service (exceptional customer experience leading to Customer Delight) and verifies whether it leads to "the highest level of service" (e.g., increased sales, enhanced customer value).

* LV2 corresponds to the typical level of Japanese customer satisfaction, including experiential offerings.

* Companies already certified under ISO9001 or those promoting quality management/TQM/service management are eligible to pursue ISO23592. Companies certified under our audited "Hospitality Certification Standard" (updated to include ISO23592-compliant criteria) are also eligible.

* The "SE Maturity Assessment ☆ to ☆☆☆" criteria on the right side of this diagram reflect our audit results based on ISO23592 standards (sometimes including results from Hospitality Certification Standard audits).

* We have already audited eight companies under ISO23592 and awarded them the highest SE Maturity Assessment rating of ☆☆☆ (Figure 3).

Figure 2: ISO23592 Service Excellence (SE) Pyramid (LV1–LV4)

b) Explanation of "Sample Service Excellence SE (ISO23592) Maturity Assessment Registration Certificate" (Figure 3)

* Since ISO23592 is not a certification standard like ISO9001, we audit whether organizations properly implement the standard and whether the CA (Check: identifying issues / Act: improvement) phase of the PDCA cycle is effectively evaluated. Based on this, we issue Maturity Assessment Registration Certificates under the name of our group organization, (General Incorporated Association) Japan CSR Association.

* The Japan CSR Association was selected in 2017 as the official auditor for METI’s "Hospitality Certification Standard" and has conducted audits for over 100 companies under the revised version (incorporating ISO23592-compliant criteria).

* Listed companies such as Quest Inc. and Konaka Inc. have obtained both the "Indigo Certification" under the Hospitality Certification Standard and the Service Excellence SE (ISO23592) Maturity Assessment Registration Certificate, which they have publicly announced on their websites as press topics.

Figure 3: Sample Service Excellence SE (ISO23592) Maturity Assessment Registration Certificate

3. Future Plans and Expectations for EQML Co., Ltd.

(1) Together with co-creating businesses, we will use the ISO23592 Service Excellence (SE) Pyramid (LV1–LV4) in Figure 2 to offer customers "the highest level of service" (including new product development and other non-service offerings), creating opportunities for "Customer Delight" (customer joy, emotional engagement, fan creation, etc.) that drive increased sales, market share expansion, and new product development.

(2) We will issue the "Service Excellence SE (ISO23592) Maturity Assessment Registration Certificate" under the name of (General Incorporated Association) Japan CSR Association (METI-selected Hospitality Certification Standard auditor, part of the EQML Group) to departments or individuals within companies that achieve this "highest level of service" (see Figure 3).

This initiative is particularly effective in boosting employee motivation and enhancing employee engagement.

(3) We will also issue the "Service Excellence SE (ISO23592) Maturity Assessment Registration Certificate" to businesses that co-create in delivering the highest level of service.

(4) We have already issued Maturity Assessment Registration Certificates to eight companies evaluated as achieving the highest SE Maturity level ☆☆☆ (equivalent to LV4) under ISO23592 audits conducted by our company. We will further expand this initiative (see Figure 3).

(5) ISO23592 is a standard proposed by Germany and European countries, gaining global attention. If Japan’s "Hospitality Certification Standard," which has adopted the ISO23592 criteria, becomes widely recognized internationally, people worldwide will appreciate the value of this uniquely Japanese cultural practice. Widespread adoption of ISO23592 by other nations is expected to contribute to "world peace." Additionally, for Japanese companies exporting overseas, including ISO23592 Maturity Assessment Registration Certification could enhance trade opportunities.

[About EQML Company]

EQML Co., Ltd.

* Management Philosophy: Contributing to clients’ "corporate structural improvement," "building a sustainable society," and "social structural reform fulfilling social responsibility (SR)."

* Head Office: 2-1-6 Naruse, Machida City, Tokyo 194-0044

* Founded: December 15, 1999

* [Website] http://www.eqml.co.jp/

* Email: eqml-maeda@msi.biglobe.ne.jp

* Product Inquiries: 042-732-2280

* Branch Office / Training Room (EQML Co., Ltd. and Japan CSR Association)

6-6-1 Ginza, Chuo Ward, Tokyo 104-0061, 5th Floor, Ginza Fugetsudo Building

Inside Ginza Business Center

TEL: 03-6215-8861 FAX: 03-6215-8700