The year 2008, marked by the global financial crisis, exposed the dangers of excessive capitalism. The United States, which had emerged as the dominant economic force, exported a model of success based on financial engineering and wealth generation through money alone— a model Japan also pursued. At the same time, some of the most “successful” Western capitalists began expressing interest in Kyoto’s cultural and spiritual traditions, including Zen. Upon re-examining what was gaining renewed appreciation, one could see that the essence of these admired values lay in Japan’s traditional culture, its deep-rooted ways of living, and its spiritual richness—elements that had long formed the basis of Japanese society. These qualities, though often overlooked, may in fact represent Japan’s true strengths.

It is this “unquantifiable value” that has always been a unique strength of Japan. By deconstructing and reassembling these values to create new value, Japan—now a society facing population decline and increasingly seen as a forerunner of complex social challenges—can demonstrate to the world a renewed vision of success, earning once again global respect. With this in mind, the Kyotostyle Protocol was launched in 2008, with Kyoto, a microcosm of Japan, as its starting point.

Although Kyoto had long hosted many events filled with inspiring ideals, these efforts had often remained fragmented. The Kyotostyle Protocol aimed to overcome this fragmentation by bringing together a diverse mix of stakeholders: local government, businesses, academia, traditional artisans, religious leaders, and socially conscious young entrepreneurs—many of whom had yet to be identified as “social business” actors at the time. Through this diversity, the Protocol demonstrated that new value can emerge from inclusive collaboration.

The Kyoto Protocol Forum had the City of Kyoto as a co-organizer from its inaugural year. At the time of its launch, then–newly elected Mayor Kadokawa shared an anecdote that German Chancellor Angela Merkel, in an international conference, had used the phrase “Do you Kyoto?” to mean “Are you doing something good for the environment?” This was a story little known even among Kyoto residents. In response, the inaugural year adopted the theme “Do you Kyoto? Do you Kyotostyle?” and held a three-day series of seminars aimed at exploring the unquantifiable value that Kyoto possesses.

The Kyotostyle Protocol in session

Since then, the Kyotostyle Protocol has generated moments each year in which diverse individuals come together, discover overlooked local assets, and transform them into new forms of value. After 15 iterations, the Protocol paused in 2022, but it has already seeded a new generation of social innovators and inspired many regionally rooted initiatives across Japan.

The belief that “unquantifiable value matters” has long been promoted by Uedahonsha Co., Ltd., which originally launched the Protocol. Even after the event’s hiatus, this philosophy continues to guide Uedahonsha’s core work with small and medium-sized enterprises (SMEs), underutilized facilities, and depopulated areas. Recently, growing attention in the U.S. has been given to “zebra companies” that pursue both social impact and economic viability—offering a counterpoint to unicorns focused solely on rapid growth. Japan, however, has long held such a balanced business philosophy at its core. Uedahonsha is now working to revitalize this embedded strength, particularly among SMEs, as a way of offering a new growth model for Japan and for other parts of Asia and the world that are also facing demographic decline.

The Inochi Forum aims to showcase examples like Uedahonsha Co., Ltd. as part of a broader initiative. By shining a light on the deep, original strengths of Japan, and fostering networks among value-driven enterprises, we will send a message to the world: that in the realm of business, it is the unquantifiable values that hold the greatest significance.

[References]

・Kyotostyule Protocol
https://kyotostyle.jp/kyotoryu

・Zebra Enterprises
https://www.zebrasand.co.jp/3565

・Uedahonsha Co. Ltd.
https://www.ueda-h.co.jp/

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