(日本語版の記事はこちら)

As travel restrictions ease post-COVID, many people are eager to take on global challenges. The Social Innovation Challenge (SIC) in Japan by Youth Co:Lab co-led by UNDP and Citi Foundation, is the perfect programme for such people.

The competition calls for business models and ideas focused on achieving the Sustainable Development Goals (SDGs). It is part of the call of Youth Co:Lab to support youth social innovation and entrepreneurship to contribute to the SDGs. SIC winners also have the opportunity to obtain new learnings and acquire chances to showcase their business solutions at the Youth Co: Lab Summit.

Himawari Motojima, the "Leave No One Behind Award" winner at the Youth Co: Lab SIC Japan 2022 had the opportunity to participate at the Youth Co:Lab Summit 2023 held in Bangkok, Thailand in July. In this interview, Himawari shares her journey to promote inclusive entrepreneurship and takeaways from the Summit

In the Philippines, I came to realize my vision of the future.

ーPlease tell us how you became interested in social issues.

Himawari: I came to Japan from the Philippines at the age of 4, where I completed my primary and secondary education.

Until my second year of high school, I did not have any specific vision for the future; I had little interest in social issues. When I started thinking about my career path before the university entrance exam. I felt that I did not have a plan and that I should not be continuing like that. I decided to take this opportunity to learn about myself, so I went to the Philippines where my roots lay.

When I went to a marginalized area in the Philippines and saw people of my generation giving up because they could not get out of the cycle of poverty, I could not accept the fact that there are such immense differences. I wanted to make a change, make a positive difference. This was the starting point of my interest in social issues, which later led me to start the Refrigerator Project (REF Project).

ーSo you started your business after that? Tell us a bit more about the "Refrigerator Project"?

Himawari: The project aims to support women from marginalized communities in developing countries. The initiative provides refrigerators and capital to women so they can establish a mini-store at their homes and sell cold drinks. Cold drinks sell well in the hot Philippines, so we have incorporated a refrigerator. It seeks to help women escape poverty by increasing their incomes. They can also do this while raising their children from their homes. The idea goes back to my experience as a child. I spent my early childhood in Manila, and my mother ran a mini-store. I helped at the store and received sweets; this was my first business experience.

ーLaunching a business is a huge step. Were there any worries, obstacles, or difficulties you faced?

Himawari: I am not good at making plans, so if I want to do something, I usually jump into action. I did not have any knowledge of business management and administration. However, when I spoke to people I met during my study abroad programs and asked their advice, they were supportive. So I decided to give it a try, and that is how I started with 30,000 Yen of my funds.

The difficulty was understanding the national characteristics. I noticed that deprived people in the Philippines have a strong sense of living for the day, and as such, when they earn a certain income, they become satisfied and do not opt to save that money for emergencies. In addition, there is a strong sense of not wanting to be embarrassed; hence, issues often remain concealed, leading to a more severe problem.

For example, in the past, there was a situation when a refrigerator had stopped working, but because people working at the store did not want to bring it up , and as a result the sales declined. When I asked why, they said they were afraid of being blamed for breaking the refrigerator and were also concerned about the repair costs. To overcome cultural barriers, I obtained advice from my Filipino mother on the Filipino people's ways of thinking and customs. I also understood that the standard approach of management by Japanese store owners wouldn’t work in this case, therefore, we altered the messaging to ensure that our true intentions are conveyed to the Filipino people. We also worked to improve our business by incorporating weekly idle talk and conducting online hearings.

The decision to take a step into the world: Challenges as an Entrepreneur

ーWhy did you decide to apply for the Social Innovation Challenge?

Himawari: I applied because I wanted to know how my efforts as a high school student would be evaluated. I also wanted to grow and use it as a stepping stone to the world.

ーAfter winning the Leave No One Behind Award at the Youth Co:Lab Social Innovation Challenge 2022 in Japan, you received a three-month-long joint mentoring session held by the Citi Group and Deloitte Tohmatsu Group. What was the session like?

Himawari: My mentor from Citi taught me about global finance, Venture Capitals, and fundraising. The mentor of Deloitte Tohmatsu Group was a person who had experience starting a business in the Southeast Asia region, and he gave us some precautions and advice on starting a business in the Philippines.

What surprised me was those usually active as business professionals genuinely desire to solve social issues.

It was a great pleasure to meet people who treat me as an entrepreneur and give serious advice about what I need now to grow. Even now, after the mentoring session, a mentor continues providing mentoring support regularly.

My hands and voice trembled as I took the stage in Bangkok. It was a joy to connect with fellow young entrepreneurs from Asia.

ーWhat was the Youth Co:Lab Summit in Bangkok like?

Himawari: Although the participants were from different countries, regions, and languages, they all had a united passion for solving social issues, and I was impressed by how they interacted and praised each other without distinction. As each person took the stage, the venue would become filled with loud applause. I also took the stage but was so nervous that my hands and voice trembled. However, since I was one of the youngest to make a presentation , I received much feedback, advice, and support. Everyone was very kind to me, and it was as if I had older brothers and sisters all across countries in the Asia-Pacific region.

After taking the stage, we all exchanged positive feedback. It was the first time in my life that I had observed such a showcase, and it was an emotionally moving experience that I could not even put into words.

ーIt sounds like a wonderful experience; I can feel great enthusiasm. After your experience at the Summit, have you felt any changes in yourself?

Himawari: I participated in the Summit thinking that I would speak up and make friends, but when it came to using English, I was too nervous to speak at first.

Ms. Hiromi Amano UNDP Representative office in Tokyo, who accompanied me, gave me a lot of support, and I learned a lot from her. When I saw Ms. Amano actively talking to people, I thought I needed to be braver, and from then on, I began to speak without being shy.

Thanks to these efforts, I was able to make friends from over 20 countries. We are connected through social media, and even after returning from Bangkok, I am inspired daily by their posts on the progress of their projects.

My awareness of the business also increased, and I registered as a sole proprietor for my travel to the Philippines in August. I am considering setting up a second store, so I am communicating with people likely to become store owners and proceeding with what I can do.

Another eye-opening lesson I took from the Summit was my own prejudice regarding other Asian countries compared to Japan as a developed country. I couldn't have been more wrong. For example, I was inspired by presentations made by social entrepreneurs from countries considered as developing countries, such as the Philippines, who displayed remarkable motivation, and the substance of their presentations was of exceptional quality, insights and excitement.

Japan has many incredible social entrepreneurs; while I also had concerns about some areas that need improving, I felt we could continue to make our efforts to excel even at the global level.

ーHow did your friends and families react when they saw your achievements and growth?

Himawari: When I brought this news to my university professor, he commended my experience and gave me opportunities to present during lectures and post the experience on the official university website.

There are many international students in the Faculty of International Studies, to which I belong. When I told my friends about my experiences at the Youth Co: Lab and the Summit, they said they would love to participate. My family congratulated me and was proud. ーーYouth Co: Lab is an excellent opportunity to connect with the world. For you, what is the significance of working at the local field level while having a global perspective?

Himawari: To speak the truth, I do not feel like I am doing anything globally and that I am simply doing what is in front of me as best as possible.

In this context, we are considering how to enrich the lives of people in need and are putting this into practice. Sometimes, I make a mistake and feel discouraged. However, I feel a sense of accomplishment when the project improves the income of poor households and the recipients become happy. I am working on the project with the mindset: "If I do not, who will do it? I need to make a change."

Messages for those of you looking to take a step into the world

ーFinally, please share your message with those considering applying to the Youth Co:Lab Social Innovation Challenge in Japan.

Himawari: I applied as a third-year high school student, and I remember feeling very nervous because this was co-hosted by the UNDP and the Citi Foundation and held in front of distinguished judges. However, everyone involved in the screening process sincerely supported young entrepreneurs, regardless of their age. So, I hope high school students with passion, and those aspiring to be social entrepreneurs and make a difference in their communities are encouraged to participate. When it comes to the Social Innovation Challenge in Japan, there are no barriers between students and working adults, and I think that being able to stand on the same playing field is a unique point of the Challenge. In particular, the mentoring sessions helped me acquire valuable knowledge as a high school student who lacked specialized knowledge. I would like all of you to take the courage to take a step forward.

During the interview Ms.Himawari Motojima spoke with impartial eyes and a lovely smile and expressed her passion. Looking at her, I felt the strength of her core to continue to challenge herself toward the vision she draws. Like Ms. Motojima, I believe in the possibilities that will unfold after taking the first step with courage, and I hope that many of you will choose to apply.

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