JR East Startups Partners with "InnoLabo Niigata" to Promote Co-creation Between Local Companies and Startups, Exploring Potential for New Business Creation from Niigata

Promoting co-creation between local companies and startups, aiming for new business creation originating from Niigata.

JR East Startups Co., Ltd. (CEO: Yutaka Shibata) will partner with and co-host the July 22, 2026 session of "Innovation Labo NIIGATA" (hereinafter referred to as "InnoLabo Niigata"), an open innovation program organized by S Innovation Co., Ltd. (Headquarters: Niigata City, Niigata Prefecture, CEO: Yoshinobu Hoshino) targeting companies within Niigata Prefecture.

InnoLabo Niigata is an initiative continuously implemented by S Innovation to promote co-creation between companies in Niigata Prefecture and startups. In this session, five startups from outside the prefecture, which are invested in or selected by JR East Startups, will present pitches to companies within Niigata Prefecture that are partners of S Innovation. This event provides an opportunity to explore the potential for new business creation and business transformation in the Niigata area by combining the technologies and services of startups from outside the prefecture with the business foundations, customer touchpoints, and regional assets held by companies within Niigata Prefecture.

Background of the Event

In recent years, due to population decline, changes in the market environment, and accelerating technological innovation, many regional companies are finding it difficult to achieve sustainable growth solely through their existing businesses. On the other hand, collaboration with startups possessing new technologies and business models is gaining attention as an effective means for creating new businesses and solving challenges.

However, in Niigata Prefecture, opportunities for interaction and co-creation with startups are not yet sufficient, and many voices are heard such as "I don't know how to collaborate" or "I can't find a startup that fits my company's challenges."

Therefore, JR East Startups will combine the network of regional companies and co-creation support expertise cultivated by S Innovation in Niigata with our own startup network to create an opportunity for regional companies and startups from outside the prefecture to meet and challenge new value creation by leveraging each other's strengths. To this end, we will co-host the July 22, 2026 session of "InnoLabo Niigata."

About InnoLabo Niigata

InnoLabo Niigata is a co-creation platform aimed at promoting new business creation and open innovation in collaboration with companies and government agencies within Niigata Prefecture.

It aims to create new business opportunities by combining the advanced technologies and ideas of startups with the business foundations and customer touchpoints of regional companies.

In this InnoLabo Niigata, utilizing the startup network that JR East Startups has cultivated, five startups from outside the prefecture, which are invested in or selected by the company, will present. The event will feature introductions to each company's advanced technologies, services, and business models, as well as case studies of open innovation by JR East Startups, pitches to concretely explore collaboration possibilities with companies in Niigata Prefecture, and opportunities for networking among participating companies.

Goals of This Initiative

JR East Startups is engaged in creating new value originating from stations, railways, lifestyle services, and regions through co-creation between the JR East Group and startups.

This event is a demonstration initiative that collaborates with S Innovation's continuously implemented "InnoLabo Niigata" to verify the potential for collaboration between companies within the prefecture and startups from outside the prefecture. By creating touchpoints between JR East Startups' invested and selected companies and companies within Niigata Prefecture, we aim to build a model that leads to actual co-creation, demonstration experiments, and new business creation. Through this initiative, both companies will promote the formation of an innovation ecosystem in Niigata.

Presenting Startups (Recommended by JR East Startups)

Asuiku Inc. ( https://asuiku.co.jp/ ) Development and operation of a matching platform for temporary childcare.

CalTa Inc. ( https://calta.co.jp/ ) Development of a digital twin platform and provision of solutions. Filming in narrow spaces using small drones and other robots.

Gigi Inc. ( https://www.gigi.tokyo/ ) Development and operation of services such as "Shokudai Gochimashi" and "Kodomo Gochimashi."

MISOVATION Inc. ( https://misovation.com/ ) Planning, development, and sales of functional miso soup utilizing food tech.

LiLz Inc. ( https://lilz.jp/ ) Provision of services, research and development, etc., utilizing AI and IT technologies.

Event Overview

[Date & Time] July 22, 2026 (Tue) 15:00 - 18:00 (Networking reception to follow) [Location] NINNO (Name: Niino, Address: PLAKA2 2F, 1-2 Sasaguchi, Chuo-ku, Niigata City, Niigata Prefecture)

[Target Audience] Executives, business managers, and new business development personnel of companies within Niigata Prefecture.

[Organizer] S Innovation Co., Ltd.

[Co-organizer] JR East Startups Co., Ltd.

[Content]

- Introduction to co-creation cases by JR East Startups - Startup Pitches - Networking session for participants

- Closing

[Application] Please apply through the following Google Form: https://forms.gle/MFccYu6jzJAknYJz7

*Please note that applications will close within the recruitment period once the capacity is reached.

About S Innovation Co., Ltd.

MISSION: Creating new value with new technology for regional assets.

CEO: Yoshinobu Hoshino

Location: 3F Nishibori 501 Building, 790 Nishibori 3-bancho, Chuo-ku, Niigata City

Homepage: https://sinnovation.jp

Business Activities:

- Development and operation of the regional company innovation platform "oO"

- New business development support (including CVC establishment and operational support)

- Planning and operation of regional open innovation content (Innovation Labo)

- Formation and operation of regional innovation tech funds

- New business development support (including accelerator planning and operation)

- Startup M&A Partner https://sinnovation.jp/startupma-lp/

About JR East Startups Co., Ltd. MISSION: Aiming to be a "Tomorrow Creation Station" that realizes the dreams of the future. CEO: Yutaka Shibata Location: TokyoYard Building 6F & 7F, 2-21-42 Takanawa, Minato-ku, Tokyo Homepage: https://jrestartup.co.jp/ Business Activities: - Planning and operation of the JR East Startup Program - Investment in and growth support for startup companies - Support for demonstration experiments and business co-creation utilizing the management resources of the JR East Group