Sega XD and Hibiya Kadan Conclude Comprehensive Business Partnership
Sega XD and Hibiya Kadan have formed a comprehensive business partnership to leverage gamification in the nature and environment sector. The collaboration aims to address challenges such as declining environmental awareness in children and the increasing burden of infrastructure maintenance by developing innovative solutions, starting with a flower education card game planned for release in fiscal year 2026.
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- 📰 Published: March 31, 2026 at 20:00
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Sega XD Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo, Representative Director, President and CEO: Hidetaka Tani, hereinafter referred to as Sega XD), which develops gamification businesses, and Hibiya Kadan Co., Ltd. (Location: Minato-ku, Tokyo, Representative Director, President: Hiroaki Miyajima, hereinafter referred to as Hibiya Kadan), which develops businesses related to flowers and greenery, have concluded a comprehensive business partnership aimed at utilizing gamification in the nature and environment fields.
Through this partnership, we aim to solve various challenges in the nature and environment fields by incorporating "gamification," which applies the power of games that captivate people to non-game fields, and developing solutions that promote nature and environmental education, as well as solutions that support the efficiency of environmental infrastructure maintenance.
In recent years, efforts towards realizing a decarbonized society have accelerated in the nature and environment fields due to rapid technological advancements. However, concerns are growing that it is becoming difficult to foster a sense of ownership towards environmental actions and to promote behavioral change, as opportunities for children to interact with nature and plants are decreasing. Furthermore, the aging of street trees and environmental infrastructure is increasing the burden of maintenance and inspection for governments and businesses, presenting various challenges.
On the other hand, gamification has achieved results in education and business fields, and is expected as a new approach to promote behavioral change due to its strengths in improving motivation, enhancing persistence, and promoting understanding.
Based on this background, Sega XD and Hibiya Kadan have concluded this agreement and formed a business partnership, aiming to solve these challenges and contribute to the creation of new value by integrating Sega XD's gamification know-how cultivated through game development with Hibiya Kadan's expertise in the nature and environment fields, centered on flowers.
Specifically, as the first initiative of this partnership, we will plan and develop a "Flower Education Card Game" aimed at increasing opportunities for many people, including children, to become interested in and interact with nature and plants. We plan to proceed with preparations aiming for a service launch within fiscal year 2026.
※What is "Gamification": By applying game mechanisms to non-game fields, it increases user motivation and influences their behavior (https://segaxd.co.jp/gamification/overview/)
■ Hibiya Kadan Co., Ltd. Representative Director, President Hiroaki Miyajima Comment
We have proposed the value of flowers from various angles through initiatives such as flower education, which conveys the beauty of flowers themselves, and through businesses like licensing and design. However, to truly enjoy biophilia, the innate human desire for nature, one needs experiences that stimulate the senses and enrich the self, beyond just physical contact with plants. Our partnership with Sega XD is an endeavor to create a new gateway for this. Even through the accessible and friendly medium of games, we believe it is possible to deepen understanding and share feelings by broadening the interpretation of flowers and greenery. By transcending conventional boundaries and tackling the new method of gamification, we aim to realize a new form of early childhood education that allows children to develop self-affirmation while having fun and engage with society with rich sensibilities.
■ Sega XD Co., Ltd. Director, Executive Officer, COO Masato Ito Comment
This partnership with Hibiya Kadan presents a new opportunity to leverage the 'power to captivate people' that our company has cultivated into the realm of nature and environment. Hibiya Kadan's stance of evolving 'flowers and greenery into indispensable necessities for people's wellness' resonates with our company's objective of social implementation of entertainment, and we felt a great sense of commonality. By combining the expertise of both companies, we will work to promote understanding and action towards nature and the environment, and to solve social issues such as the aging of street trees and environmental infrastructure.
First, we will transform the engagement with nature and plants into a more enjoyable and self-initiated experience. We aim to create value that increases contact points with nature, fostering environmental awareness, and expanding opportunities to become familiar with plants from childhood, making them feel like closer companions.
■ Hibiya Kadan Co., Ltd. Company Overview
Founded in 1872, Hibiya Kadan Co., Ltd. was established after opening its flagship store in Hibiya Park, Tokyo, in 1950. Currently, it operates at approximately 190 locations nationwide. The company provides wedding floristry, sells floral gifts and casual flowers for individuals and corporations at stores and online shops, offers funeral services, produces living landscapes through greenery, provides floral graphic services, and engages in local community development projects. Moving forward, we will continue to propose ways to color and enrich people's lives beyond just selling and decorating with flowers and greenery.
Name: Hibiya Kadan Co., Ltd.
Representative: Representative Director, President Hiroaki Miyajima
Location: 1-6-30 Minami-Azabu, Minato-ku, Tokyo
Founded: 1872 (Established: 1950)
Business Activities: Event Production, Wedding Flower Business, EC Flower Service Business, etc.
URL: https://hibiya.co.jp/
■ Sega XD Co., Ltd. Company Overview
Sega XD is a gamification company that solves corporate and social issues through gamification. Leveraging our strengths in creating gamification methods that captivate people, along with technologies, designs, and world-building capabilities, combined with cutting-edge technologies such as AR/VR under continuous R&D, we tackle corporate and social challenges with a unified approach, from business strategy to large-scale development and promotion, by harnessing our know-how in "moving people's emotions".
Company Name: Sega XD Co., Ltd.
Representative: Representative Director, President and CEO Hidetaka Tani
Location: Sumitomo Fudosan Shinjuku Central Park Tower, 20F, 6-18-1 Nishi-Shinjuku, Shinjuku-ku, Tokyo
Established: August 1, 2016
Business Area: Gamification
Business Activities: Experience Design Business, Marketing Platform Business
URL: https://segaxd.co.jp/
Company names and product names mentioned are registered trademarks or trademarks of their respective companies.
The information contained in this document is current as of the date of publication.
Through this partnership, we aim to solve various challenges in the nature and environment fields by incorporating "gamification," which applies the power of games that captivate people to non-game fields, and developing solutions that promote nature and environmental education, as well as solutions that support the efficiency of environmental infrastructure maintenance.
In recent years, efforts towards realizing a decarbonized society have accelerated in the nature and environment fields due to rapid technological advancements. However, concerns are growing that it is becoming difficult to foster a sense of ownership towards environmental actions and to promote behavioral change, as opportunities for children to interact with nature and plants are decreasing. Furthermore, the aging of street trees and environmental infrastructure is increasing the burden of maintenance and inspection for governments and businesses, presenting various challenges.
On the other hand, gamification has achieved results in education and business fields, and is expected as a new approach to promote behavioral change due to its strengths in improving motivation, enhancing persistence, and promoting understanding.
Based on this background, Sega XD and Hibiya Kadan have concluded this agreement and formed a business partnership, aiming to solve these challenges and contribute to the creation of new value by integrating Sega XD's gamification know-how cultivated through game development with Hibiya Kadan's expertise in the nature and environment fields, centered on flowers.
Specifically, as the first initiative of this partnership, we will plan and develop a "Flower Education Card Game" aimed at increasing opportunities for many people, including children, to become interested in and interact with nature and plants. We plan to proceed with preparations aiming for a service launch within fiscal year 2026.
※What is "Gamification": By applying game mechanisms to non-game fields, it increases user motivation and influences their behavior (https://segaxd.co.jp/gamification/overview/)
■ Hibiya Kadan Co., Ltd. Representative Director, President Hiroaki Miyajima Comment
We have proposed the value of flowers from various angles through initiatives such as flower education, which conveys the beauty of flowers themselves, and through businesses like licensing and design. However, to truly enjoy biophilia, the innate human desire for nature, one needs experiences that stimulate the senses and enrich the self, beyond just physical contact with plants. Our partnership with Sega XD is an endeavor to create a new gateway for this. Even through the accessible and friendly medium of games, we believe it is possible to deepen understanding and share feelings by broadening the interpretation of flowers and greenery. By transcending conventional boundaries and tackling the new method of gamification, we aim to realize a new form of early childhood education that allows children to develop self-affirmation while having fun and engage with society with rich sensibilities.
■ Sega XD Co., Ltd. Director, Executive Officer, COO Masato Ito Comment
This partnership with Hibiya Kadan presents a new opportunity to leverage the 'power to captivate people' that our company has cultivated into the realm of nature and environment. Hibiya Kadan's stance of evolving 'flowers and greenery into indispensable necessities for people's wellness' resonates with our company's objective of social implementation of entertainment, and we felt a great sense of commonality. By combining the expertise of both companies, we will work to promote understanding and action towards nature and the environment, and to solve social issues such as the aging of street trees and environmental infrastructure.
First, we will transform the engagement with nature and plants into a more enjoyable and self-initiated experience. We aim to create value that increases contact points with nature, fostering environmental awareness, and expanding opportunities to become familiar with plants from childhood, making them feel like closer companions.
■ Hibiya Kadan Co., Ltd. Company Overview
Founded in 1872, Hibiya Kadan Co., Ltd. was established after opening its flagship store in Hibiya Park, Tokyo, in 1950. Currently, it operates at approximately 190 locations nationwide. The company provides wedding floristry, sells floral gifts and casual flowers for individuals and corporations at stores and online shops, offers funeral services, produces living landscapes through greenery, provides floral graphic services, and engages in local community development projects. Moving forward, we will continue to propose ways to color and enrich people's lives beyond just selling and decorating with flowers and greenery.
Name: Hibiya Kadan Co., Ltd.
Representative: Representative Director, President Hiroaki Miyajima
Location: 1-6-30 Minami-Azabu, Minato-ku, Tokyo
Founded: 1872 (Established: 1950)
Business Activities: Event Production, Wedding Flower Business, EC Flower Service Business, etc.
URL: https://hibiya.co.jp/
■ Sega XD Co., Ltd. Company Overview
Sega XD is a gamification company that solves corporate and social issues through gamification. Leveraging our strengths in creating gamification methods that captivate people, along with technologies, designs, and world-building capabilities, combined with cutting-edge technologies such as AR/VR under continuous R&D, we tackle corporate and social challenges with a unified approach, from business strategy to large-scale development and promotion, by harnessing our know-how in "moving people's emotions".
Company Name: Sega XD Co., Ltd.
Representative: Representative Director, President and CEO Hidetaka Tani
Location: Sumitomo Fudosan Shinjuku Central Park Tower, 20F, 6-18-1 Nishi-Shinjuku, Shinjuku-ku, Tokyo
Established: August 1, 2016
Business Area: Gamification
Business Activities: Experience Design Business, Marketing Platform Business
URL: https://segaxd.co.jp/
Company names and product names mentioned are registered trademarks or trademarks of their respective companies.
The information contained in this document is current as of the date of publication.