Figaro Japon Business with Attitude (BWA) will hold its fifth pitch contest at Tokyo Innovation Base (TIB) in Yurakucho, Tokyo. The event will also be streamed live on YouTube. Audience members are also being recruited.

Business with Attitude (BWA) is a Figaro Japon community that supports women creating a better future through diverse ways of working that are true to themselves. This year, under the theme "Words of Passion," we are holding the "BWA Pitch Contest 2026," a business contest for women who wish to solve everyday and societal challenges.

This fifth iteration saw applicants in three divisions, with 10 teams (11 individuals) selected as finalists. In the main competition, finalists will present their business ideas in a 5-minute pitch. The newly established Corporate Venture Division will feature pitches from four teams, along with a guest speaker. Winners in the Dream Award and Professional Award divisions will be selected based on the rigorous deliberation of the judges. Furthermore, the Audience Award, decided by audience vote, will be presented again this year.

The pitches will be delivered to a wide audience through Figaro Japon's media, live streaming, and in-person viewing.

BWA Pitch Contest 2026 Finalists *In Japanese syllabary order

Dream Award Division

Targeted at women in the pre-startup to early-stage phase (guideline: within 1 year of startup) who have a strong awareness of social and everyday issues and the will to realize solutions.

Utilizing vacant homes to create new connections between people and between people and communities. Mirai Takenaka (ReFamily) Interested in waste problems since childhood. After internships with a regional revitalization cooperation team and a startup, she faced the reality of her grandmother's vacant house being treated as a "problem" and founded ReFamily. From the perspective of "how to pass on the items left in vacant houses to the next generation," she offers services such as consultation for vacant house cleanouts, sorting and redistribution of remaining belongings, opportunities for transfer through community events, and matching with interested parties.

Delivering necessary supplies seamlessly to child support facilities in times of peace and emergency. Natsuki Furui (TODOKE for Kids) Experiencing the Noto Peninsula earthquake in 2024 and living in an evacuation center in Kanazawa, she conceived "TODOKE for Kids," a service where child welfare facilities, infant homes, children's cafeterias, and single-parent support groups can list "what they need now" online, allowing nearby citizens and companies to deliver supplies directly. The network of supporters and facilities built in peacetime will function as disaster support infrastructure in times of disaster.

Creating a material circulation platform for artists. Shurin Miyahara (diglo) After working at an advertising company, she entered the Tokyo University of the Arts graduate school, where she researched media while also engaging in art scenes such as exhibitions and theater festivals. She is building an online platform for artists and art students to circulate leftover materials from their creations, waste materials and tools not used by companies or workshops, large amounts of materials and fixtures discarded after exhibitions, vacant spaces, and labor for their next creations.

Professional Award Division

Targeted at women who already have a certain form of business, are continuously active with connections to customers and society (guideline: within 5 years of startup).

Solving women's hidden anemia and the economy of satoyama simultaneously. Kanae Moriwaki (FeMEETS) Registered dietitian, licensed hunter. Certified gibier utilization coordinator by the Ministry of Agriculture, Forestry and Fisheries. She is developing a business centered on a monthly delivery service of gibier, which is hunted for agricultural pest control and often discarded unused, to help with women's anemia. While supporting women's iron care from their dining tables, she aims to create an economic cycle that returns manpower and capital to satoyama.

Aiming for a future where artisan skills are justly valued.

Mai and Yui Yoshida (KOROMO STUDIO) KOROMO STUDIO was founded by sisters, the third generation of Yoshida Cast Industry, Japan's oldest casting machinery manufacturer. Mai, who has had a successful career as a wedding planner, and Yui, a former French chef who has observed the food industry, leverage their respective experiences to open up new markets. By connecting casting technology to high-value-added markets, they are challenging themselves to circulate work to casting artisans and contract companies.

Aiming for sustainable manufacturing through business succession and regional support. Stephanie Yoshihara (Nishimoto) She fulfilled her dream of "becoming my father's assistant" and has over 10 years of experience in leather manufacturing. She is growing the inherited long-established tannery by shifting to business development suited to its size. She also regenerates leather materials, previously deemed non-standard, into top-quality materials through reliable craftsmanship. A portion of sales is returned to children's cafeterias, providing regional support.

Corporate Venture Division

Targeted at women working within companies on new businesses or projects. It evaluates the "Attitude" of those who seek to create change through their own will while confronting existing frameworks and assumptions.

Leading the launch of a new project. Rika Kajioka (Puma Japan) She was passionate about cheer dance in high school and university, serving as captain and leading her team to victory at the All-Star National Championship. She led the launch of Puma's golf brand, handling marketing and communicating the brand's appeal through overall planning, social media, events, and influencer marketing. As a mother of one, she juggles childcare and a busy schedule while exploring her own way of working and engaging with sports.

Translating and editing Japanese traditional culture and techniques. Yuriko Kato (Chiso Cultural Research Institute) After curating the "Chiso Gallery," which exhibits and publicly displays artworks and historical materials owned by Chiso Holdings, and working on restoration projects for dyed textiles, she was involved in the founding of the Chiso Cultural Research Institute and became its director. To pass on Japanese traditional culture and techniques to the future, she is developing programs to convey the value of Japanese culture to influential business leaders. She aims to improve the social evaluation of cultural practitioners and regenerate the supply chain for natural materials.

Expanding services for women's career development. Yoshimi Konishi (JR East Personnel Service) After working in various railway operations at JR East, including stations, conductors, and drivers, she was involved in HR and the Suica business. Based on her own experience struggling to balance work and childcare, she participated in an internal venture program. The resulting PeerCross is a corporate career development support service where working mothers at large companies can "find people they want to meet and consult with one-on-one." It has facilitated over 7,500 meetings and is currently promoting further business expansion.

With companions who support you as if it were their own cause. Yuka Horie (Japan Airlines) While working as a flight attendant, she obtained her sommelier qualification in 2023. She encountered Kawaguchiko 7c winery, which changed her perception of Japanese wine, and became deeply involved, even helping with cultivation on her days off. She participated in the internal venture W-PIT and launched the co-creation community business "Loco Han." With Japanese wine as an entry point, she aims to expand into the entire food culture and contribute to the sustainability of production areas with colleagues inside and outside the company.

[Guest Speaker]

Chisato Morita (Explora Journeys) Vice President in charge of "Explora Journeys," a new luxury brand from a foreign cruise line. After holding key positions in introducing top global brands to Japan, including the travel division of American Express and NYC & Company, she transitioned to the cruise industry. As a professional in brand introduction who has successfully launched new divisions from scratch, she continues to pioneer the market to establish a new cruise culture among Japan's affluent population.

BWA Pitch Contest 2026 Judges

Five professionals who have pioneered new eras in their respective fields of entrepreneurship, investment, media, business succession, and branding will judge and support business ideas that create a better future, listening not only to business scale and completeness but also to the passion and Attitude behind "Why you are doing this."

Keiko Hamada (Journalist)

Joined Asahi Shimbun in 1989. After working in the "Weekly Asahi" editorial department and "AERA" editorial department, she became editor-in-chief of AERA in 2014. After serving as General Manager of the Japanese version of "Business Insider Japan," she became a freelance journalist. She also appears as a commentator on TV programs and gives lectures on diversity and work style reform. Her books include "Working Girls and Guilt" (Shueisha) and "The End of Male-Dominated Companies" (Bunshun Shinsho). https://www.hamakeiinfo.com

Yohei Azakami (Co-founder, Zebra and Company)

After working in media companies, digital agencies, manufacturers, and startups, he became independent in 2018. He acts as a partner, working alongside companies of all sizes, from large corporations to SMEs, B2C and B2B, to promote their businesses and brands according to their challenges. In 2021, he founded Zebra and Company, which invests in and provides management support for "zebra companies." https://www.zebrasand.co.jp/

Nanako Kudo (Managing Director, Social Investment Foundation (SIIF), BWA Award 2022 Winner)

After working at Mitsui & Co., she studied abroad at Clark University Graduate School. She learned about "impact investing," which aims to generate positive and measurable social and environmental impact along with economic returns. Upon returning to Japan, she joined the Nippon Foundation. In 2017, she launched SIIF within the foundation and became its Managing Director. In 2019, she moved to Unnan City, Shimane Prefecture, due to pregnancy. She renovated a 70-year-old traditional house and enjoys life in Okuizumo with her husband and son. She also supports the career development of local students. BWA Award 2022 winner. https://www.siif.or.jp/

Kana Fujiwara (Vice President, Fujiwara Techno Art, BWA Award 2025 Winner)

Born in Okayama Prefecture in 1978. To support her mother, who took over the presidency after their father's sudden death, she joined Fujiwara Techno Art in 2005. She became Vice President in 2015. She has taken over the business while raising two children as a single mother. Her future-oriented approach to creating an autonomous workplace has garnered attention, and she speaks at events nationwide. BWA Award 2025 winner. https://www.fujiwara-jp.com/

Maya Kawana (Representative Director and CEO, Spiber Inc.)

After working in financial consulting at an auditing firm, she engaged in investor relations (IR) and corporate venture capital (CVC) at a consumer goods company. During her parental leave in 2020, she co-founded "Tokyo Women in VC," Japan's largest women's venture capital community. In its fifth year, the community has grown to over 200 members. In 2024, she became independent due to family reasons, relocating her base to Paris. She currently specializes in open innovation, new business development, and CVC for large corporations. https://spiber.inc/ja

photography: Sodai Yokoyama

Aki Igarashi (Editor-in-Chief, Figaro JP)

After working as an editor for a street magazine, she joined Hankyu Communications (now CE Media House) in 2004 and became an editor for "Figaro Japon." She handles editorial work across all genres, including fashion, travel, interiors, and Paris features. From around 2017, she became involved in the overall operation of Figaro JP, and in April 2024, she was appointed Editor-in-Chief of Figaro JP. She is currently raising a 5-year-old daughter and a 7-year-old son. https://madamefigaro.jp/

Additionally, a special lecture will introduce the "TIB SHOP" operated by CCC (Culture Convenience Club). This is a space where startups handling products for general consumers can set up shop for a limited time, enabling test marketing and product promotion.

On the day of the event, there will be a pitch session by three entrepreneurs who have exhibited at TIB SHOP, as well as product displays from each company. Attendees can experience the entrepreneurs' challenges and the appeal of their businesses while interacting with the actual products. Several finalists from the BWA Pitch Contest are also scheduled to exhibit their products.

[Held on 7/22] "BWA Pitch Contest 2026" Audience registration open! ■ Date: Wednesday, July 22, 2026 ■ Time: Scheduled to end from 17:30 to 20:20 (Doors open: 17:00) *After the event, a networking cocktail reception will be held at the venue until 21:00. ■ Venue: Tokyo Innovation Base (TIB) (3-8-3 Marunouchi, Chiyoda-ku, Tokyo) ■ Participation Fee: Free Application deadline for venue viewing: Wednesday, July 8, 23:59

*Only CE Media House members are eligible to apply. If you are not yet a member, please register as a member on the application page before applying.

*Advance membership registration with TIB is required for entry. Please complete your membership registration from the following link before applying. https://members.tib.metro.tokyo.lg.jp/signin *Successful applicants will be contacted sequentially via their registered email address. *Information on how to watch the YouTube live stream will be announced later on madameFIGARO.jp.

Apply to attend in person here

Application deadline: Wednesday, July 8, 23:59

"Figaro Japon Business with Attitude (BWA)," launched in 2021, is a community for women who practice a "beautiful and abundant way of working" that involves enjoying their work while valuing their own aesthetics and values in the new era, without being bound by conventional "shoulds," and making a positive impact on those around them and society. It creates various content across Figaro Japon magazine, its website, and online/offline events.

BWA Special Site:

https://madamefigaro.jp/society-business/business-with-attitude/

FACT BOX

  • Source: PR TIMES
  • Category: Event
  • Organizations: ReFamily / TODOKE for Kids / diglo