Kumanomics Responsible for Editing and Production of JR East's "WaaS Co-creation Consortium" Activity Booklet 'Local Co-creation Guide - Designing Relationships between Regions and Companies'

Kumanomics Inc. (Headquarters: Setagaya-ku, Tokyo; Representative Director: Naoki Hashimoto) was responsible for the editing and production of the activity booklet 'Local Co-creation Guide - Designing Relationships between Regions and Companies,' published by the "WaaS Co-creation Consortium" led by East Japan Railway Company (JR East). This booklet will be distributed at the WaaS Co-creation Consortium exhibition booth at the Regional Revitalization EXPO, held from May 13 (Wednesday) to 15 (Friday), 2026, at Tokyo Big Sight.

Beyond editing and production of the booklet, Kumanomics has also been involved as a "Co-creation Coordinator" on-site in Kawasaki Town, Miyagi Prefecture, the stage for this project, bridging the gap between administration, local communities, and businesses. This is a practical example of Kumanomics' corporate philosophy: designing a "symbiotic economy" – implementing a social system where administration and business, people and nature, support each other.

*This booklet is scheduled to be distributed at the Regional Revitalization EXPO, where the WaaS Co-creation Consortium will exhibit. If you are interested, please consider registering for the Regional Revitalization EXPO and visiting the WaaS Co-creation Consortium exhibition.

(Part of the design of the distributed booklet)

Design Concept

The theme of this booklet is "Designing Relationships."

In regions facing population decline, a one-sided structure where companies provide services and residents receive them will not foster the richness rooted in daily life. The booklet explores the concept of reconfiguring relationships into co-creation partnerships where administration, companies, and residents sit at the same table to envision the future of the region together, through practical examples in Kawasaki Town, Miyagi Prefecture.

Three Perspectives Presented in the Booklet

* "Restoring autonomy" instead of "convenience" – a vision of a "town where people can live autonomously." * Updating indicators of richness – from "consumption volume" to "activity volume (autonomy)" + "exchange volume (symbiosis)." * "Co-creating through trial and error" instead of "introducing correct answers" – a "living lab" approach where residents, administration, and companies learn together on equal terms.

Additionally, it introduces a three-layer model that circulates local life / corporate technology / a vision for society as a whole, and five focus areas emerging in Kawasaki Town (activities/small businesses / places/spaces / mobility/transportation / education / nature symbiosis), along with the on-site feel of fieldwork.

The changes occurring in Kawasaki Town are definite signs budding in a small town of less than 8,000 people. Kumanomics will use this as a starting point to expand the ecosystem of a "symbiotic economy" – where administration and business, people and nature support each other – throughout Japan.

Kawasaki Town Project

Click here if you want to know more about the Kawasaki Town project from the perspective of Representative Director Naoki Hashimoto.

What is the Regional Revitalization EXPO? (Pre-registration required)

A specialized exhibition where you can learn about policies and initiatives that lead to improving regional attractiveness and sustainable revitalization, along with case studies. Services and examples for local governments working on regional revitalization, such as tourism, creating related populations, regional PR, and industrial promotion, are exhibited.

Date: May 13 (Wednesday) - 15 (Friday), 2026, 10:00-17:00 Location: Tokyo Big Sight (West Halls 1-2)

Register to visit here.

What is the WaaS Co-creation Consortium?

The WaaS Co-creation Consortium is an open innovation platform that addresses social issues by improving mobility x spatial value, with the goal of realizing a "Well-being society." Utilizing JR East's real fields such as stations, railways, and regions, and its data, diverse members including companies, local governments, universities, and research institutions collaborate to consistently promote projects from proof-of-concept (PoC) to social implementation.

WaaS Co-creation Consortium

Exhibition Content

At the exhibition of the "WaaS Co-creation Consortium," a co-creation platform led by JR East that has supported local governments from "proof-of-concept to social implementation" in addressing challenges such as a shortage of regional transportation providers, tourism promotion, and disaster prevention/response, we will directly introduce specific examples from other local governments and practical know-how on how to proceed with local government x company collaborations.

See details.

◎Kumanomics Media Coverage (Reference)

▼Published May 7, 2026: 'Nomad Policymaker's Field Notes' Representative Naoki Hashimoto's note series

Part 5: Policy x Business as two wheels – Challenging uncharted markets from the Toranomon base

See details.

▼Published March 9, 2026: 'Worker’s Resort'

[Glass Rock] Interview with Co-creation Coordinator Hashimoto on creating a spark for co-creation

See details.

▼Published November 28, 2025: 'XU (Cross-U)' YouTube interview with Atsushi Tamura

"Saving a depopulating city of 8,000 people. Former METI official talks about the power of design to save depopulated areas! Good Design Award winner."