SUNDRED to Hold Kick-off Event for "Shin Akita Youth Challenge Support Project" on July 17 to Boost Youth Initiatives in Akita

SUNDRED Inc. (Location: Shibuya-ku, Tokyo; CEO & GM: Masanobu Tome, hereinafter referred to as SUNDRED), an "ecosystem builder aiming to co-create 100 new industries," will, as the joint venture "Akita Living Lab" with Akita Northern Happinets Co., Ltd. (Akita City, Akita Prefecture; President: Yuki Mizuno, hereinafter referred to as Akita Northern Happinets), once again be in charge of the operational secretariat for the youth support project "Shin Akita Youth Challenge Support Project" (common name: Waka-Chare, Target: Youth aged 18 to 39 involved with Akita Prefecture) implemented by Akita Prefecture, following FY2024 and FY2025. As part of this initiative, a kick-off event will be held on July 17, 2026 (Fri.) at LiSH AKITA, a complex facility in Akita City.

Creating new industries and supporting youth are not endeavors that yield results in just one year. That is precisely why both companies aim to foster an environment where Akita's youth can more easily take on challenges by not limiting support for their initiatives to a single instance, but by continuing to manage the project.

What is the "Shin Akita Youth Challenge Support Project" that supports youth challenges in Akita Prefecture, a region facing population decline and youth outflow?

Akita Prefecture recorded the largest population decrease rate in Japan at 8.1% in the preliminary results of the 2025 National Census, with the outflow of young people to other prefectures being a serious issue. (※1)

"Waka-Chare," implemented in Akita Prefecture, a prefecture facing such challenges, is a project to connect the desire of Akita's youth to "want to try something new" with concrete actions. The target audience is young people aged 18 to 39 who are involved with Akita Prefecture.

Up until now, the "Akita Youth Challenge Support Project" has been conducted with a focus on single-year recruitment. Starting this fiscal year, as the "Shin Akita Youth Challenge Support Project," the project has evolved into a system that provides more practical support in three stages, from fostering the desire to "want to try" to business creation, without ending youth challenges as one-off events.

The first stage, "Challenge Meeting," provides a place for young people interested in challenges and regional revitalization to gather, articulate their aspirations, and find like-minded peers. In the next stage, the "Challenge Support Desk," experts will work closely with each young person who has an idea to help refine their plans. Furthermore, the "Challenge Support Program" is a system that publicly solicits and selects particularly outstanding ideas, providing hands-on support for business creation. Recipients will also receive prefectural subsidies to cover expenses necessary for plan development and social implementation.

(※1) Reference: 2025 National Census | Preliminary Tabulation Results | Population and Households by Prefecture, City, Ward, Town, and Village | Summary of Results | Ministry of Internal Affairs and Communications

https://www.stat.go.jp/data/kokusei/2025/kekka/pdf/outline.pdf

Strengths of Akita Living Lab that support "challenging in Akita because it's Akita"

The vision this project aims for is a region where people feel "I can challenge myself in Akita" rather than "I cannot challenge myself in Akita." Through continuous support structured in three stages throughout the year, we aim to create an environment where young people can more easily take the first step. Masanobu Tome of SUNDRED states that he wants to transform the aspirations of young people who want to challenge themselves in Akita into action within the context of regional connections.

Supporting this stance is the presence of Akita Northern Happinets, a team belonging to the men's professional basketball league "B.LEAGUE." In 2026, the company will launch the "Akita Northern Happinets Glocal Startup Support Fund" in collaboration with the B.LEAGUE, providing support of up to 10 million yen to startups tackling regional issues. Additionally, in October 2021, they became the first professional sports team to establish a permanent children's cafeteria, "Minna no Table." (※2) By combining this strong regional support and communication power with SUNDRED's expertise in co-creating new industries, we will provide greater impetus to the youth of Akita. The circle of support, combining the strengths of both companies, will continue to expand gradually throughout Akita.

(※2) Reference: "[First for a Professional Sports Team!] Announcement of the Opening of Permanent Children's Cafeteria 'Minna no Table'" | Akita Northern Happinets Co., Ltd.)

https://northern-happinets.com/news/detail/id=16276

Overview of the Kick-off Event to be Held on July 17, 2026 (Fri.)

The kick-off event on July 17 will include an explanation of the project overview, a talk session with guests, and a networking session with past awardees. Hearing directly from past participants who have taken on challenges and having the opportunity to connect with them will be of great significance for those who are about to take their first step. This event is expected to be a valuable opportunity for those considering applying, as well as for anyone interested in challenges and regional revitalization in Akita.

Date & Time: July 17, 2026 (Fri.)

Venue: LiSH AKITA (Akita City)

Target Audience: Youth aged 18-39, and individuals interested in challenges and regional revitalization in Akita.

How to Participate: Apply via the Peatix page (https://peatix.com/event/5052576/)

Venue Access: https://www.takanawagateway-lish.com/base/lish-akita/

Organizer: Akita Prefecture

Operational Secretariat: "Akita Living Lab" (Akita Northern Happinets Co., Ltd. / SUNDRED Inc.)

Company Introduction

Company Name: SUNDRED Inc.

Established: March 2017

Representative: CEO & GM Masanobu Tome

Head Office: Ebisu Garden Place Tower, 4-20-3 Ebisu, Shibuya-ku, Tokyo

Office: 11F Aoyama Palacio Tower, 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," co-creating new industries by focusing resources on growth areas based on ecosystem design.

URL: https://sundred.co.jp