“Beyond the Stadium” – SK-II STUDIO Releases New Film to Support Tokyo Women Entrepreneurs – The Moodie Davitt Report
SK-II released the latest work from its SK-STUDIO Film and Content Center as part of the premium skincare brand’s commitment to its #CHANGEDESTINY brand goal.
The film, “Beyond the Stadium,” highlights a community that has been hit hard by the pandemic – small businesses and women-owned entrepreneurs in Tokyo.
The pandemic has been a devastating setback for many small businesses around the world and particularly in Japan with the postponement of the Tokyo 2020 Olympics until this year. 87% of women entrepreneurs in the world have been affected by the pandemic.
“This is in addition to the pre-existing difficult climate in Japan for female entrepreneurs,” SK-II said. “Self-employed Japanese women are among the lowest in the G7 countries (4.4%), and well below the OECD average. 22% of women in Japan aspire to own their own business, but only 5.3% of businesses are owned by women.
“Beyond the Stadium” offers a stimulating look at a fight unfolding beyond the stadiums of Tokyo. It celebrates the strength and resilience of women-owned businesses and entrepreneurs taking their destiny into their own hands – keeping the business of their dreams alive despite the challenges of our time.
Narrated by Kaori Momoi, award-winning actress and longest-serving SK-II brand ambassador, “Beyond the Stadium” juxtaposes the difficulties Olympic athletes face in pursuing their dreams with the challenges faced by female entrepreneurs and women entrepreneurs. small business owners in Tokyo in the past year.
These challenges were amplified by the lack of visitors expected for the upcoming Tokyo 2020 Olympic Games.
The film features the stories of several Olympic athletes – gymnast Simone Biles, swimmer LiuXiang, table tennis player Ishikawa Kasumi, badminton player Misaki Matsutomo and surfer Mahina Maeda – as well as female entrepreneurs and small business owners. in Tokyo. They include Mai Odajima, owner of a kimono store called Kien; Reika Yasuhara, owner of a Japanese “wagashi” confectionery called Daisanmanendou hanare; Ai Hashimoto, owner of On Flower florists; Naoko Yoneyama, owner of the Japanese rice dumpling store NY Café; and Natsuko Shiraki, owner of ethical jewelry store Hasuna.
With the release of ‘Beyond the Stadium’, SK-II also built a virtual shopping street – #CHANGEDESTINY STREET – within SK-II CITY to showcase the stores of these women entrepreneurs in Tokyo.
Visitors can walk into each store to learn about each entrepreneur’s unique craft, whether it’s learning how to style a kimono in a unique way or seeing how traditional Japanese wagashi the sweets are offered with a modern twist, while learning about their stories and exploring the shops as if they were in Tokyo.
“In these unprecedented times we live in, consumers have much higher expectations of brands and businesses. We know we have an even greater social responsibility to the communities in which we operate and that we are a force for good, ”said Markus Strobel, President of P&G.
“For years we have celebrated that fate is not a matter of chance, but a matter of choice through the stories of brave women around the world. With the launch of “Beyond the Stadium” and our virtual shopping street within SK-II City, we are taking another step forward in our #CHANGEDESTINY journey.
“It means a lot to us that we can continue to support small businesses and women-owned entrepreneurs to keep their dreams alive during these difficult times in Tokyo as a global partner of the Tokyo 2020 Olympic Games.”
‘Beyond the Stadium’ is the eighth original film launched by SK-II STUDIO this year. It follows on from award-winning director Hirokazu Koreeda’s first film “The Center Lane” (below) featuring the inspiring story of swimmer Ikee Rikako’s return to competitive swimming and the series “VS” – an animated anthology series of six films that explores what it takes. take control of one’s destiny through the lived stories of Olympic athletes.
The VS series features gymnast Simone Biles, swimmer LiuXiang, table tennis player Ishikawa Kasumi, badminton players Ayaka Takahashi and Misaki Matsutomo, surfer Mahina Maeda and Japanese women’s volleyball team Hinotori Nippon.
In line with this initiative, SK-II is dedicating its #CHANGEDESTINY fund to a program to support small businesses and women-owned entrepreneurs affected by the pandemic in Tokyo.
Proceeds from the fund, worth $ 500,000, will go to a one-year program supporting small businesses and women-owned entrepreneurs in Tokyo with Shibuya City and MEETALK – a Tokyo-based female entrepreneurship network. to equip them with digital and social skills, business networks and a platform to build and keep the business of their dreams alive in these unprecedented times.
To find out how you can help small businesses and women-owned entrepreneurs through the #CHANGEDESTINY Fund program, please visit https://city.sk-ii.com/.
How SK-II Bringing Social Retail to Life with China Duty Free Group
In May, The Moodie Davitt Report unveiled a Spotlight Series e-magazine dedicated to SK-II, which told the story of a collaboration that spanned territory never before seen in retail.
The eZine featured SK-II’s “Social Retail” pop-up store, launched in partnership with China Duty Free Group. It was held at Sanya International Duty Free Shopping Complex in Haitang Bay, as well as Mova Mall in downtown Haikou.