Sports not only improves the mental and physical health of people through actions such as doing, watching, and supporting, it also creates new connections and has the power to revitalize communities. The Mitsui Fudosan Group Statement includes our aim "to bring affluence and comfort to urban living." In line with this, our goal is to create neighborhoods whose attractiveness increases as they mature and age, and we see sports as an important element in creating attractive neighborhoods. Consequently, we are promoting neighborhood creation that harnesses the power of sports.
"BE THE CHANGE: Cities Start World Changes." With this slogan, and with Communicate, Connect, and Accept as themes, we aim to change ourselves and generate positive change in people, communities, and society with neighborhood creation as our point of departure.
Mitsui Fudosan Sports Academy invites world-class athletes to give talks on Olympic and Paralympic competition, and offer students a chance to experience these events themselves. These classes are held at elementary and junior high schools in areas where Mitsui Fudosan is creating neighborhoods, and commercial facilities including LaLaport locations and Mitsui Outlet Parks throughout Japan. Direct contact with accomplished athletes creates personal connections between many different people, including local children, and stimulates the neighborhood community. Our aim is for these effects to form an intangible legacy that is sustainable into the future.
From October 28, 2017—exactly 1,000 days before the opening of Olympic Games Tokyo 2020—to the following November 29, Mitsui Fudosan carried out a city dressing campaign in Nihonbashi using the games logo and images of athletes. Nihonbashi supported the games with a project named WE MAKE 2020. It was an experiential event showing that everyone—that is, not just athletes but spectators and supporters— will have an important part to play in the Tokyo 2020 Games.
Mitsui Fudosan supports the Olympic and Paralympic Games Tokyo 2020 as a Gold Partner in the Real Estate Development category.
On August 18 and 19, 2017, as one part of our environmental conservation activities, we carried out a program dubbed KEEP THE STADIUM CLEAN at Chichibunomiya Rugby Stadium, in conjunction with the opening four matches of the Japan Rugby Top League. The program's aim was to cultivate a litter-free neighborhood culture in and around the competition venue, and to communicate this to the surrounding community to leave this culture as a legacy for future generations. Students and athletes volunteered to participate, and invited the approximately 19,000 spectators to join in picking up litter after the matches. Over two days, 13,500 trash bags were distributed. Many spectators accepted trash bags and helped tidy up the stadium. We plan to extend this beautification program to other sports events.
Participants are oriented to the day's activities.
Stadium visitors are invited to take a trash bag and participate. Athletes also took part.
These students and athletes volunteered to distribute trash bags.
During half time, as well as at other points during the matches, the stadium monitor displayed an appeal for volunteers to help pick up litter.
Spectators and other volunteers picked up every piece of litter.
In fiscal 2017, in addition to the opening matches of the Japan Rugby Top League, we engaged in beautification activities during a total of 18 rugby matches at eight venues, as well as at matches of The W League of the Japan Women's Basketball League, and the Takamadonomiya Cup of the U-18 Soccer League. In each instance, we distributed trash bags at the venue and volunteers called on fans to participate. I noticed many of the fans tidying up not only around their seats, but across a wide area. As the Olympic and Paralympic Games Tokyo 2020 approach, our goal is for activities like these to extend to beautification of neighborhoods, and for this culture to continue taking root after the games.
Chiemi Nagasaki Planning and Research Department Mitsui Fudosan Co., Ltd.