From 'Protection' to 'Economic Value Creation': Nature Positive New Industry Social Implementation Fully Launched, 8 Elite Companies Selected for Demonstration Experiments

SUNDRED Inc. (Location: Shibuya-ku, Tokyo; Representative Director: Masanobu Tome, hereinafter: SUNDRED), an 'ecosystem builder for co-creating 100 new industries,' has selected 8 startups for Phase 2 (demonstration phase) of the 'Nature Governance Startup Program (NGSP)' within the 'TOKYO SUTEAM' program, a startup ecosystem formation support project promoted by the Tokyo Metropolitan Government. These startups aim to create new industries in the nature positive field.

The program consists of two stages: Phase 1 (approximately 5 months), which involves agenda setting for business concepts and support for startups, and Phase 2 (approximately 6 months), which involves on-site demonstrations. Launched in October 2025, 8 companies with extremely high feasibility, for whom demonstration experiments have been confirmed or are in sight, were selected from the initial 13 adopted startups.

Starting in May 2026, in collaboration with local governments and companies nationwide, the full-scale implementation of 'social implementation' (making the system work in the actual society) will begin, balancing the restoration of natural capital (natural resources such as forests and water) with the creation of new industries.

Mid-term Reporting Event Held on May 10, 2026

■Mid-term Reporting Event Held on May 10, 2026: Sharing the Overall Program Vision and the Vision for the Next Year and a Half

On May 10, 2026, the mid-term reporting event for this program was held. Representative Director Masanobu Tome shared the significance of creating new industries centered on nature positive (Note 1), the future schedule, and the direction of startup support and human resource development/education programs.

Furthermore, the results of Phase 1 activities from October 2025 to April 2026 were reported, leading to the announcement of the 8 companies advancing to Phase 2.

(Note 1) Nature Positive: A concept for redesigning society and the economy while halting biodiversity loss and putting nature on a recovery trajectory.

■Selection of 13 Companies and Achievements of Phase 1 (Concept Phase)

Since the program's launch in October 2025, we have been refining business concepts for the realization of a nature positive society together with 13 startups from diverse backgrounds.

During Phase 1, which lasted about six months, we enhanced the resolution of business ideas through intensive support for the 13 startups.

Intensive Support: Over 50 mentoring sessions, 4 workshops, and more than 2,300 online discussions were conducted.

Information Visualization: 26 interview articles delving into each company's aspirations and business content were published, and co-creation partners (fellow creators) were recruited.

Selection of Startup Support Personnel: 30 startup support personnel (mentors) who will work alongside startups towards the realization of nature governance were selected. In Phase 2, they will form teams with each startup to support on-site demonstration experiments.

[Startups Selected in Phase 1]

■Decision of 8 Companies Advancing to Phase 2: Selecting 'Highly Feasible' Businesses Connected to the Field

For the Phase 2 selection, rather than just evaluating ideas, we worked with over 20 local governments, universities, and companies nationwide, conducting approximately 40 direct negotiations, focusing on criteria such as 'readiness to conduct demonstration experiments in actual fields.'

As a result, we selected 8 companies with extremely high feasibility, for whom 'the content of demonstration experiments has been finalized' or 'a plan for implementation is in place.'

These companies will not merely engage in environmental conservation activities but will become pioneers of 'nature positive industries' that generate new economic value by restoring nature. The business model this program aims for is to view the restoration of natural capital not as a 'cost' but as an 'investment,' creating a cycle with the regional economy.

[8 Startups Advancing to Phase 2 Responsible for the Social Implementation of Nature Positive]

From soil regeneration using medicinal herbs to marine regeneration utilizing kelp and visualization of river basin data, the 8 companies employ diverse approaches. Demonstration experiments rooted in the natural capital challenges unique to each region will finally begin on the ground, using various locations nationwide as demonstration fields (details of each company are shown in the figure below).

Overall Picture of the 8 Startups Advancing to Phase 2

■'Nature Governance' Aimed for in Phase 2: A Co-creation Model Centered on the Field, from Concept to Practice

A characteristic of this program is the practice of 'Nature Governance' (Note 2), where researchers, local governments, residents, and companies set challenges on an equal footing and work together to implement solutions, rather than treating regions merely as data observation points.

Through our efforts so far, cooperative relationships have already been established with over 20 partner organizations, creating 'living businesses' tailored to the actual conditions of each region.

(Note 2) Nature Governance: A mechanism involving collaboration between companies, local governments, research institutions, and local communities on how to protect and utilize natural resources (such as water and forests).

[Future Schedule]

In May, matching interviews will be held between startups and support personnel. Team formation will be completed by the end of June, and the demonstration experiment phase will officially begin.

June-October: Demonstration experiments through support activities in various regions nationwide.

From November onwards: Acceleration of commercialization based on demonstration results and expansion to other regions.

SUNDRED Inc. will accelerate the realization of a 'nature positive development society' that redesigns society and the economy while halting biodiversity loss and restoring natural capital.

■Reference Information

Report on the 2nd Nature Governance & Nature Positive Mid-term Presentation Event | TOKYO SUTEAM Program

https://nature-governance.com/news/Hc-os5OH

'Nature Governance Startup Program' Phase 2 Recruitment Begins to Foster Frontrunners of the Nature Positive Economy from Tokyo

https://prtimes.jp/main/html/rd/p/000000167.000046109.html

■Company Introduction

Company Name: SUNDRED Inc.

Established: March 2017

Representative: Masanobu Tome, Representative Director, CEO & GM

Headquarters: Yebisu Garden Place Tower, 4-20-3 Yebisu, Shibuya-ku, Tokyo

Office: Aoyama Palacio Tower 11F, 3-6-7 Kita-Aoyama, Minato-ku, Tokyo

Business Description: An 'ecosystem builder aiming to co-create 100 new industries.'

Operates the 'New Industry Co-creation Studio,' focusing on ecosystem design to concentrate resources in growth areas and co-create new industries.

URL: https://sundred.co.jp