Tokyu Group has launched the "Shibuya SDGs STREET" project, which aims to realize a sustainable society in the "Greater Shibuya Area" centered around Shibuya. A special website was opened on February 14th, and as the first initiative, a digital stamp rally called "SDGs Action Challenge" will be held from March 3rd to April 6th to promote ethical consumption.

With the SDGs due to be achieved in 2030, this project aims to strengthen partnerships and will be carried out in collaboration with not only the Tokyu Group, but also with companies and organizations active in the Shibuya area. The aim is to raise awareness of the SDGs among people visiting Shibuya, provide opportunities to put them into practice, and encourage changes in everyday behavior.

Left) Megumi Matsumoto of the Tokyu Fudosan Holdings Group Sustainability Promotion Department, who is in charge of the project. Right) Kazuya Kanda of the Tokyu President's Office Policy Group.

Kanda Kazuya of Tokyu's President's Office Policy Group, who is in charge of the project, said, "Shibuya has many streets, such as Miyamasuzaka and Dogenzaka, and Shibuya Station is at the bottom of a valley, with the roads spreading out to the outside. It's a fun town to walk around. The SDGs will not last long if they are only a sense of obligation. Just like walking through the streets of Shibuya, I want people to have fun touring the town and experience the SDGs. Shibuya's streets are winding and have many uphill sections. I feel that this is similar to the journey toward a sustainable society. I hope that this project will also embody the SDGs." He compared the project to the characteristics of the town of Shibuya.

Top left) An original tote bag made by upcycling an old, unused uniform TOKYU CORPORATION "Old Uniform Upcycled Tote Bag (not for sale)" Bottom left) Shibuya SAUNAS' "Admission Ticket" on Sakurazaka Top right) The Capitol Hotel Tokyu, which pursues food sustainability through plant-based food and local production and consumption, "Meal Voucher (worth 30,000 yen)" Bottom right) "Kreafunk - aJAZZ Qi" speakers made from environmentally friendly materials from Denmark (Tsutaya Electrics, Futako Tamagawa)

The first "SDGs Action Challenge" will begin on March 3rd, and will feature a campaign where participants can earn digital stamps at participating facilities in the Greater Shibuya area by purchasing eco-friendly products, using sharing services, and participating in related events. Depending on the number of stamps collected, 150 people will be chosen by lottery to win prizes related to the SDGs. For example, prizes include a tote bag made from an upcycled TOKYU CORPORATION uniform, admission tickets to Shibuya SAUNAS, eco-friendly speakers, and The Capitol Hotel Tokyu meal vouchers.

Regarding the digital stamp rally, Matsumoto Megumi of the Tokyu Fudosan Holdings Group Sustainability Promotion Department said, "The words SDGs and sustainability can sometimes seem intimidating. They are not something that only highly conscious people can get involved in. Through this digital stamp rally, we hope to encourage people to realize that their shopping and experiences in Shibuya are connected to the SDGs. For example, they might buy cosmetics with plastic-free packaging or gelato made with non-standard fruit, thinking that something they initially thought was delicious or a great product, but then realize that it is actually good for the environment. We hope to help people make such realizations."

To participate, simply add the official "Shibuya SDGs STREET" LINE account as a friend and collect stamps by reading QR codes distributed when certain conditions are met, registering receipts, and answering quizzes correctly.

Why not take a step towards a sustainable future while walking through the streets of Shibuya through "Shibuya SDGs STREET"?

On February 19th, Tokyu's President's Office Policy Group's Kanda Kazuya, who is in charge of the "Shibuya SDGs STREET" project, and Tokyu Fudosan Holdings Group Sustainability Promotion Department Manager Matsumoto Megumi appeared live on "Shibuya Radio." On the show, they spoke about the project's overview and the details of the campaign. For more details, please listen to the show below.