JR East Startup Collaborates on "Innovation Labo Niigata" to Promote Co-creation Between Local Companies and Startups, Exploring New Business Creation from Niigata

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

S Innovation Co., Ltd. (Headquarters: Niigata City, Niigata Prefecture, Representative Director: Yoshinobu Hoshino) will hold "Innovation Labo NIIGATA" (hereinafter, "InnoLabo Niigata"), an open innovation program targeting companies in Niigata Prefecture, on July 22, 2026, in collaboration with JR East Startup Co., Ltd. (President and CEO: Yutaka Shibata). At this event, five startups from outside the prefecture, which are invested in or selected by JR East Startup, will pitch to companies within Niigata Prefecture that are partners of S Innovation. 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, we will provide an opportunity to explore the possibilities of new business creation and business transformation in the Niigata area.

Background of the Event

In recent years, due to population decline, changes in the market environment, and accelerating technological innovation, many local 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 attracting 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 saying, "We don't know how to collaborate" or "We can't find startups that fit our company's challenges."

Therefore, S Innovation is co-hosting "InnoLabo Niigata" as a venue where local companies and startups from outside the prefecture can meet and challenge themselves to create new value by leveraging each other's strengths, utilizing the network of JR East Startup.

About InnoLabo Niigata

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

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

For this InnoLabo Niigata, we will leverage the startup network that JR East Startup has cultivated so far, and five startups from outside the prefecture, which are invested in or selected by the company, will present. The event will include presentations of each company's advanced technologies, services, and business models, an introduction to open innovation case studies by JR East Startup, pitches to concretely explore collaboration possibilities with companies in Niigata Prefecture, and opportunities for networking among participating companies.

Goals of This Initiative

S Innovation aims to realize "a society where more challengers emerge in the region, and challenges lead to further challenges."

To achieve this, it is important to create an environment where not only startups but also local companies can take on new challenges and grow together.

This event is a demonstration initiative for future collaboration between JR East Startup and S Innovation, aiming to verify the potential for collaboration between companies within the prefecture and startups from outside the prefecture, and to build a model that leads to actual co-creation, demonstration experiments, and the creation of new businesses. Through this initiative, both companies will promote the formation of an innovation ecosystem in Niigata.

Presenting Startups (Recommended by JR East Startup)

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

CalTa Inc. (https://calta.co.jp/) Development of digital twin platforms 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 Gochimeshi" and "Kodomo Gochimeshi"

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

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

Event Overview

[Date and 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 Startup Co., Ltd.

Application

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

*Please note that applications will close once the capacity is reached, even within the application period.

[Content]

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

- Closing remarks

About S Innovation Co., Ltd.

MISSION: To create new value with new technology for regional assets.

Representative Director: Yoshinobu Hoshino

Location: 3F Nishibori 501 Building, 790 Nishibori 3-chome, 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 management 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 Startup Co., Ltd.

MISSION: To become a "Tomorrow Creation Station" that realizes the dreams of the future. President and 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