hy(x)

The era when companies only pursued profit has come to an end.
The time of burdening the environment in an excessive chase after profits has also come to an end.
We are now in an age where enterprises will function as one element within the larger environment, giving back and creating a sustainable cycle.
Corporate social contribution will be a new measure of company value.

WHO WE ARE

WE ARE THE SOCIAL MARKETERS

CORE VALUE

1. Inclusion: We welcome all, regardless of nationality, race, disability, religion, sexual orientation, or gender identity.
2. Liberal: We challenge preconceptions. We don’t blindly follow majority rule.
3. Minimal: We use the minimum amount necessary to achieve our goals.

ABOUT

We are Social Change Marketers. Our aim is to find solutions to social issues.

VISION

By solving social issues, we build bridges to a healthy future for the next generation.

TAGLINE

Make contributing to society more colorful. More fabulous.

FOCUS

- Discrimination and prejudice related to sexual orientation, gender identity, race, nationality, disability, illness, etc.
- Environmental issues

WHAT WE DO

Use marketing techniques to develop solutions to social issues.
Find solutions to social issues working in collaboration with corporate partners.
Provide consultancy services to corporations seeking to address social issues.

CASE STUDIES

FUTURE VOUCHERKOTORI-SHOKUDO

‘Future Voucher’ is a simple initiative to support one of our favorite restaurants struggling in the wake of COVID-19. The tickets feature 10 different illustrated vignettes capturing commonly-found scenes in the Kotori-Shokudo restaurant. We managed this initiative working remotely between Tokyo and Prague. The ‘Future Vouchers’ proved a hit, spreading with the warm support of the restaurant’s regulars.
[ CD/C Yoshiyuki Takeda, AD/I Saki Matsumoto ]
[ P Hajime Yamanaka ]
AMSTERDAM CANAL PARADEPRIDE HOUSE TOKYO

We secured the participation of ‘Pride House Tokyo’ as the first LGBTQ+ delegation from APAC to join in the world-famous ‘Amsterdam Gay Pride’ festival held in Holland, the first country in the world to legalize same-sex marriage.

VIRTUAL MUSEUM

Art has the power to change society. This initiative introduces work by artists we support whose messages we would like to convey to the world.

konokodokonoko by otokonokoto

COMPANY

Profile

Hajime Yamanaka
Graduate of the Tokyo University of Foreign Studies.
AB in Korean Studies.

Founded hy(x) leveraging past experience working as a social marketer, market researcher, brand manager, strategic planner, and advertising sales executive.

Social Contribution Activities

- Ongoing support of LGBT community activities as a member of the certified NPO Good Aging Yells.
- Supported the participation of the Tokyo Rainbow Pride delegation at Taiwan Pride 2017.
- Secured the participation of Pride House Tokyo as the first LGBTQ+ delegation from APAC to join in the world-famous Amsterdam Canal Parade festival in 2019.

(x) represents an equation, where the “x” in parentheses is our customers and the partners we work with on our projects. It means working together to create new tailor-made value. It also means embracing diversity.