From Proof of Concept to Social Implementation and Scaling. How Europe Promotes Well-being Innovation. WE AT to Speak in a Session at SusHi Tech Tokyo 2026.

General Incorporated Association WE AT (hereafter, WE AT) will speak at a session titled 'From Proof of Concept to Social Implementation and Scaling: How Europe Promotes Well-being Innovation' at the global conference 'SusHi Tech Tokyo 2026', held at Tokyo Big Sight from Monday, April 27 to Wednesday, April 29, 2026. Also on the day of the event, we will host an exhibition booth to introduce WE AT's activities, including the WE AT CHALLENGE 2026. (West 2 Area D-1140) In this session, starting from the structural issue that Japanese startups face in the Well-being sector—the difficulty of moving beyond Proof of Concept—we will explore suggestions for realizing social implementation and global scaling. In Europe, an ecosystem is formed where diverse entities such as cities, research institutions, and investors collaborate to seamlessly support everything from Proof of Concept (PoC) to social implementation and further into the growth stage. In this session, based on this background, we will unravel through dialogue how players from different standpoints make decisions and advance innovation. Concurrently, we will introduce the 'WE AT CHALLENGE 2026' hosted by WE AT as a practical opportunity for global expansion. As a hub connecting Japan and Europe, WE AT will back the business development and market creation of startups by connecting them to these structures. ■ Session Overview Session Title: From Proof of Concept to Social Implementation and Scaling: How Europe Promotes Well-being Innovation Date and Time: Monday, April 27, 2026, 12:00–12:45 Venue: Tokyo Big Sight 1F Wind Stage ■ Speakers Rieko Yoshida Deputy Secretary-General, WE AT R&B Promotion Headquarters, Canon Marketing Japan Inc. Sonja Malin Senior Advisor, Investment Promotion, Helsinki Partners Paul Miller OBE Managing Partner and CEO, Bethnal Green Ventures Yoji Kashimura Director, WE AT General Manager, R&B Promotion Headquarters, Canon Marketing Japan Inc. Click here for details: https://sushitech-startup.metro.tokyo.lg.jp/session/ - Dates: Monday, April 27 to Wednesday (Holiday), April 29, 2026 - Time: Business Days: Monday, April 27 & Tuesday, April 28, 9:00 - 18:30 Public Day: Wednesday (Holiday), April 29, 10:00 - 18:00 (Registration opens 9:30) - Venue: Tokyo Big Sight - Official Website: https://sushitech-startup.metro.tokyo.lg.jp/ Corporate Name: General Incorporated Association WE AT Founders: The University of Tokyo, Kyoto University, Institute of Science Tokyo, UTokyo IPC, Hakuhodo, Sumitomo Life Insurance, Canon MJ Member Companies: Kyoto University Innovation Capital, Sumitomo Mitsui Trust Bank, Panasonic Holdings, Nissan Motor, Mitsubishi Electric, Sumitomo Mitsui Banking Corporation, TBS Holdings, ABeam Consulting, Tokyu Land Corporation Date of Establishment: May 16, 2024 Location: Bunkyo-ku, Tokyo Representatives: (Co-Representative Directors) Itaru Yoshizawa, Hiroki Fujimoto (Deputy Representative Director) Daisuke Kanama Business Activities: Discovery and nurturing of social entrepreneurs, various support for startup founding and growth, Hosting events, sponsoring/co-hosting/supporting other events, etc. Services such as human resource development for ecosystem advancement, research and study in related fields, Proposals, and businesses incidental or related to the above. Official Website: https://www.we-at.tokyo/ [Inquiries] General Incorporated Association WE AT Inquiry Link: https://we-at.tokyo/about/ Keywords: