KDDI, Nomura Research Institute, and Major Financial Institutions Among 30 Companies Utilizing "Kokoro no Hanataba" Unique Corporate Donation Model – Medical Support Instead of Celebration Flowers for Transfers, Promotions, and Anniversaries

Japan Heart, an international medical NGO founded in Japan (Headquarters: Taito-ku, Tokyo; Chairperson: Haruna Yoshioka), announces that 30 companies have now adopted its unique corporate donation model, "Kokoro no Hanataba" (Bouquet of Hearts), which connects felicitations to medical support activities through donations.

"Kokoro no Hanataba" is a unique scheme promoted by the organization as a new form of corporate donation, where companies donate to Japan Heart instead of sending celebratory flowers, telegrams, or gifts for anniversaries or personnel transfers. By having Japan Heart handle communication with the sender, companies reduce the administrative burden of expressing gratitude. Furthermore, it contributes to environmental issues by reducing CO2 emissions and resource consumption associated with the transportation, management, and disposal of flowers.

Japan Heart officially launched this initiative in 2024. KDDI Corporation (Minato-ku, Tokyo; President & CEO: Hiroji Matsuda) and Nomura Research Institute, Ltd. (Chiyoda-ku, Tokyo; President: Hanae Yanagisawa) have continuously utilized and supported the program since its introduction for personnel transfers effective April 1, 2024. Additionally, for the new fiscal year, many companies, including major financial institutions, have newly adopted the program, bringing the total to 30 companies.

While "winter hometown tax donations" have become established, "donations in lieu of celebrations" are expanding as a new option in spring. "Kokoro no Hanataba" aims to become an initiative symbolizing the spread of a donation culture rooted in the seasons.

Comments from Nomura Research Institute, which continuously supports the initiative, and Japan Heart are as follows:

[Ms. Eiko Ibuki, Head of Sustainability Promotion Department, Nomura Research Institute, Ltd.]
"I sincerely congratulate Japan Heart on reaching over 30 companies utilizing 'Kokoro no Hanataba.' Since 2024, Nomura Research Institute has been working with Japan Heart to convert the celebratory sentiments received from our customers and business partners into donations for disaster medical support and other initiatives.
This activity connects the well wishes from everyone to social support and environmental burden reduction, which we believe is a meaningful initiative that contributes to our goal of 'creating a sustainable future society.' We will continue to promote initiatives to solve social issues together with our customers and business partners."

[Haruna Yoshioka, Chairperson & Pediatrician, Japan Heart]
"Our activities have been supported by the generous assistance of many companies. In the coming era, what is required of NPOs is not dependence on goodwill, but rather providing initiatives and mechanisms that offer 'value' to companies as well.
'Kokoro no Hanataba' has been highly evaluated for its contribution to environmental considerations and for enabling stakeholders to participate in solving social issues.
We will continue to evolve this mechanism to ensure that corporate intentions are effectively delivered to medical sites."