On March 12th, Shibuya Future Design General Incorporated Association and Kabaya Foods announced the outline of "Good Sweat, Shibuya. Action," which will be launched in Shibuya. The initiative aims to spread "good sweat" generated in various situations, such as sports, the workplace, and city activities, as a new culture, and will be developed through collaboration between industry, government, academia, and the public. Following an overview of the project, the presentation also included a talk session with the Shibuya ward mayor, researchers, and business representatives, where diverse perspectives were discussed on the theme of "sweat."

“いい汗”を文化に　渋谷から共創プロジェクト始動

The project is being jointly promoted by Shibuya Future Design and Kabaya Foods. Yoko Kido, head of IMC at Kabaya Foods, describes it as "an initiative to disseminate and create new culture through co-creation, based in Shibuya, one of Japan's leading cities." The company was founded in Okayama shortly after the war as a confectionery manufacturer that began by making caramel to bring smiles to people's faces during times of food shortage. Currently, the company offers a wide range of products, including gummies, chocolates, and gums, as well as products such as "Salt Charge" to "support people who sweat."

渋谷未来デザインの事務局長・長田新子さん（左）、カバヤ食品のIMC部長・城戸陽子さん（右）

Meanwhile, Shibuya Future Design is a co-creation organization established by Shibuya Ward in 2018 as a collaboration between industry, government, academia and the public. Secretary-General Nagata Arata explains, "We aim to create social innovation together with various stakeholders and spread the results not only to Shibuya but also to other areas."

「いい汗、渋谷。アクション」が推進する４つのカテゴリー

"Good Sweat, Shibuya Action" is based on three concepts: "Sweat for yourself," "Sweat for someone else," and "Sweat for the city," and will carry out activities in the following four categories.

・Wellness (health and sports)
・Education
・Work (Support for working people)
・Social activities (city activities)

As a first initiative, the group will begin activities at the Shibuya Omotesando Women's Run, which will be held on March 22nd. The event will see the participation of approximately 5,000 female runners, and will include raising awareness of the importance of replenishing salt at water stations.

さらに、ストリートスポーツの次世代育成、恵比寿で開催予定の3人制バスケットボール国際大会のサポート、サウナ文化への取り組みなども予定する。教育分野では、発汗や身体の循環について学ぶ機会をつくり、子どもや保護者にも「汗」の意味を伝える。そのほか、「いい汗」ポップカルチャー応援として、原宿・竹下通りの各所に「塩分チャージ×しなこ」の広告掲出（4/7～23）、まちの「いい汗」応援として、渋谷の清掃ボランティアなどの活動をサポートしていく。

長田さんは「渋谷では、ボランティアなど街のために汗をかいている人が多い。そうした姿を称える文化をつくりたい」と話す。今後はソーシャルイノベーションウィークの場で「いい汗 SHIBUYA アワード」のような形で活動を紹介する構想もあるという。

区長から駅長まで　「いい汗」をめぐるトーク

続いて行われたトークセッションでは、「いい汗をかくこと」をテーマに、渋谷区長の長谷部健さん、順天堂大学スポーツ健康科学部の室伏由佳さん、WeWork Japanの熊谷慶太郎さん、東急建設の田中芳樹さん、東急電鉄の川島健一駅長が登壇した。

渋谷区長の長谷部健さん

"It's typical of Shibuya that movements are born from the city."
Mayor Hasebe smiled and said, "My honest impression is that this is an interesting project that has begun. When the government takes the lead and says, 'Let's do this kind of project,' it often doesn't work out. That's why it's so good to see a movement like this coming from the private sector and the city, and I think it's very Shibuya-like."

He said that Shibuya Ward is currently discussing next year's budget, and added, "The staff are working hard every day. The act of working hard is very Shibuya-like."

東急電鉄の川島健一駅長

Get a good sweat on at a station used by 550,000 people a day
東急電鉄の川島駅長は、「東急線の渋谷駅は、1日平均約55万人のお客さまにご利用いただいています。安全・安定輸送、そして安心してご利用いただける環境を守るために、日夜汗をかきながら頑張っています」と渋谷駅の日常を振り返る。さらに「多くのお客さまに渋谷の街へ来ていただけるよう、これからも取り組んでいきたい」と話す。

東急建設の田中芳樹さん

"Good sweat" at the redevelopment site
Tanaka of Tokyu Construction, which is in charge of the redevelopment of the area around Shibuya Station, explained the situation on site, saying, "There are 16 to 17 construction sites active within Shibuya Ward, including building, railway, and underground construction. At the peak of the Scramble Square construction, about 2,000 workers were coming in and out every day."

Countermeasures against heatstroke are essential in workplaces where many people work, and Tanaka says, "The collaboration with Kabaya Foods, which develops Salt Charge, is extremely meaningful." Mayor Hasebe also commented, "The construction in Shibuya is not an ordinary construction project," adding, "We have to carry out the construction safely while keeping the railway running and with many people passing by. I think the workers are breaking out in all sorts of sweat, including cold sweats."

WeWork Japanの熊谷慶太郎さん

"Sweat" born from the workplace
渋谷スクランブルスクエアに拠点を構えるWeWork Japanの熊谷さんは、コミュニティづくりの視点から話した。「WeWorkは世界600拠点以上、日本でも40拠点以上ありますが、日本最大の拠点が渋谷スクランブルスクエアです。約200社が集うコミュニティになっています」。昨年は入居企業の要望を受け、代々木体育館を貸し切って大運動会を開催したという。「ハイブリッドワークが進む中で、出社する意味やチームワークづくりに課題を感じる企業も多い。そこで運動会をやったら、すごく盛り上がりました。働くことだけでなく、どう生きるかというライフスタイルまで含めて“いい汗”につながった」と手ごたえを感じたという。

順天堂大学スポーツ健康科学部の室伏由佳さん

Sports researchers talk about the "power of sweat"
Yuka Murofushi, an Olympian and researcher, spoke about the importance of physical activity, saying, "I've sweated a lot in preparation for the Olympics, and sometimes even broke out in a cold sweat (laughs). But increasing my physical activity level is really important."

特に女性の身体活動量を高めたいといい、「若いうちからしっかり動いて筋肉をつけることは、将来の健康にもつながります。汗をかくと心も爽やかになるし、モチベーションにもなる。体にも心にも効く、とてもいい言葉だと思います」とプロジェクトへの期待を語った。

「いい汗」をテーマに和やかに進むトークイベント

Each person's "good sweat declaration"

At the end of the talk, the speakers announced their "Good Sweat Declaration" on a flip chart.

Stationmaster Kawashima: "We'll welcome everyone who comes to Shibuya with a smile!"
We will work hard to ensure safe and stable transportation.

Tanaka (Tokyu Construction): "I'm working hard (and cold sweats) in secret for the sake of Shibuya."
As behind-the-scenes workers, we work hard behind the scenes, unnoticed, but ultimately we hope to create something good for the city that everyone will be happy with.

Kumagai (WeWork Japan): "Community"
We would like to create a strong community in Shibuya, valuing not only work but also lifestyle.

Murofushi: "For everyone's well-being!"
I would like to share this philosophy widely while working up a good sweat myself. I want to support everyone in moving their body, building muscle, increasing their metabolism, and working up a beautiful sweat as they move towards the future.

Mayor Hasebe: "Ryukan Godo"
The mayor explained the four-character idiom as meaning, "Work hard, sweat, and get what you can see at the end of it," and added, "I went for a run in Yoyogi Park this morning in the cold, and I felt refreshed when I finished. If you keep doing things like that, something will become clear to you."

応援サポーターに就任したチアリーマンズのパフォーマンス

At the end of the event, the Cheerleaders, who were appointed as supporters, appeared on stage. The male cheer team, who are active while working as company employees, performed and livened up the venue.

With "good sweat" as the keyword, this project connects various fields such as sports, work, and urban development. What kind of culture will emerge from Shibuya? It will be interesting to see how it develops in the future.

Interviews and writing

Editorial Department: Takashi Fujii

Shibuya registrar. In addition to Shibuya of Culture information, seasonal news and topics, it will spell write that feel every day.