My Childhood Train Becomes an "SDGs Train"! Touched by the Collaborative Spirit of Tokyu and Hankyu

During a recent trip back to Japan to support my family, I was surprised to hop on my familiar local train and discover it had transformed into an SDGs Train! Not just a few cars, but the entire train was adorned with colorful SDGs designs.

A SDGs Train!

Inside, the hanging advertisements showcased Tokyu Corporation's various initiatives toward achieving the Sustainable Development Goals. These ranged from honey harvested from golf courses—representing their commitment to living in harmony with local areas—to the use of renewable energy for driving trains, and even a thought-provoking question about eating fish to trigger our awareness. If you've ever ridden a train in Japan, you know that in-car advertising is incredibly common and a massive source of revenue for companies. To sacrifice that income, potentially millions of yen, in favor of promoting their own SDGs efforts was a clear testament to Tokyu Corporation's extraordinary sincerity and dedication.

Some might perceive this as mere self-promotion. However, for me, it offered a direct window into "why" this company exists, "where" it's headed, and "how" it's concretely progressing. Understanding a company's purpose can foster a deep sense of connection, making you more likely to choose their products over others.

The Messages in "TOGETHER" and "Beauty"

Another aspect of the SDGs Train that caught my eye was the single word, "TOGETHER." This wasn't just a declaration of "Look what we're doing!" but felt more like a warm invitation to join in, encouraging collaboration.

My curiosity led me to research Tokyu Corporation further, revealing even more intriguing details. For starters, it's a century-old company, founded in 1922. When I discuss long-standing businesses with international colleagues, it often comes up that over 60% of companies in business for over 200 years are Japanese. Even before the term "SDGs" existed, I believe Japanese companies have always strived to cherish their communities, people, and show gratitude to nature as part of their operations.

Remarkably, in its early days, when Tokyu lacked expertise in railway operations, it sought advice from Ichizo Kobayashi of Hankyu Corporation, a pioneering figure in the Kansai railway industry. It's quite something for rivals to openly ask for help and receive it. This dynamic resonates with "a world where 'help me' can be spoken," a theme often discussed in the "Possible World" sessions I host. Japan's "master-disciple" culture, where experienced individuals are revered as "masters" and sought out for their wisdom, may be less common globally due to prevailing transactional mindsets. I truly believe that this kind of respect is crucial for fostering true co-creation.

Now, railway companies in both eastern and western Japan are running their respective SDGs Trains. Tokyu Group, in particular, cites "beauty" as a core value. I often say that "beauty" is a key guiding word when questioning our purpose and how we live. While individual perceptions of beauty differ, I find that recognising it often connects us to our own core values. Perhaps the appreciation of beauty serves as a compass for us all.

SDGs Awareness: Japan vs. Australia

Returning to Japan after some time away, I was deeply moved to see my hometown's familiar railway company undertaking such a significant, company-wide initiative, imbued with a warm invitation to "do it together." It truly compelled me to put pen to paper.

Domestic surveys in Japan indicate that over 80% of people are aware of the SDGs. In contrast, in Australia, where I currently live, while various data exist, my personal observasion suggests awareness is likely below 30%. Encountering concrete initiatives in familiar places, like this SDGs Train, can be a crucial catalyst for deepening understanding and interest in these vital global efforts.