Beyond the Stadium' - SK-II STUDIO releases new film in support of Tokyo women entrepreneurs

‘Beyond the Stadium’ – SK-II STUDIO releases
new film in support of Tokyo women entrepreneurs
SK-II has released the latest work from its SK-STUDIO film and content hub in a furthering of the prestige
skincare’s brand commitment towards its brand purpose #CHANGEDESTINY.

The film, ‘Beyond the Stadium’ shines a much-needed spotlight on a community that has been highly impacted
by the pandemic – women-owned small businesses and entrepreneurs in Tokyo.

The pandemic has represented a devastating set-back for many small businesses globally and especially in Japan
with the postponement of the Olympic Games Tokyo 2020 until this year. 87% of women business owners
globally have been adversely affected by the pandemic.

“This adds to a pre-existing difficult climate in Japan for women entrepreneurs,” SK-II said. “Employed
Japanese women who are own-account workers are among the lowest within the G7 countries (4.4%), and
significantly below the OECD average. 22% of women in Japan aspire to own their own businesses but only
5.3% of business are owned by women.

‘Beyond the Stadium’ provides a thought-provoking look into a fight that goes on beyond the stadiums in
Tokyo. It celebrates the strength and resilience of women-owned businesses and entrepreneurs who are taking
destiny in their own hands – keeping the business of their dreams alive despite the challenges of our times.

Narrated by Kaori Momoi, award-winning actress and SK-II’s longest-standing brand ambassador, ‘Beyond the
Stadium’ juxtaposes struggles faced by Olympic athletes in pursuing their dreams with the challenges faced by
women entrepreneurs and small business owners in Tokyo over the past year.

These challenges have been amplified by the lack of anticipated visitors for the upcoming Olympic Games
Tokyo 2020.

The film features the stories of several Olympic athletes – gymnast Simone Biles, swimmer LiuXiang, table
tennis player Ishikawa Kasumi, badminton player Misaki Matsutomo and surfer Mahina Maeda – as well as
women entrepreneurs and small-business owners in Tokyo. They include Mai Odajima, owner of a kimono store
called Kien; Reika Yasuhara, owner of a Japanese ‘wagashi’ confectionery shop named Daisanmanendou
hanare; Ai Hashimoto, owner of On Flower florists; Naoko Yoneyama, proprietor of Japanese rice ball store NY
Café; and Natsuko Shiraki, who owns ethical jewellery store Hasuna.

Business in lockdown has been highly challenging for On Flower florists, owned by Ai Hashimoto

Jewellery based on ethical production is the speciality of Natsuko Shiraki, owners of Hasuna

With the release of ‘Beyond the Stadium’, SK-II has also built a virtual shopping Street – #CHANGEDESTINY
STREET – within SK-II CITY to feature the stores of these women entrepreneurs in Tokyo.

Visitors can drop into each store to experience each entrepreneur’s unique craft, be it to learn how to style a
kimono in a unique way or see how traditional Japanese wagashi sweets are given with a modern twist, while
learning about their stories and explore the stores as if they were in Tokyo.

Japanese tradition at its finest is nurtured by Mai Odajima, owner of the Kien kimono store

“In these unprecedented times we are in, consumers have a much higher expectation towards brands and
businesses. We know that we have an even larger social responsibility to the communities we operate in and be
a force for good,” said P&G President Markus Strobel.

“For years, we have celebrated how destiny is not a matter of chance, but a matter of choice through the stories
of courageous women around the world. With the launch of ‘Beyond the Stadium’ and our virtual shopping
street within SK-II City, we are taking yet another step forward in our #CHANGEDESTINY journey.

“It means a lot to us to be able to continue to support women-owned small businesses and entrepreneurs to keep
their dreams alive in these challenging times in Tokyo as the Worldwide Partner of the Olympic Games Tokyo
2020.”

Reika Yasuhara, owner of the Daisanmanendou Hanare shop serving Japanese ‘wagashi’ (traditional Japanese sw
enjoyed with a cup of green tea)

Naoko Yoneyama, proprietor of Japanese rice ball store NY Café

‘Beyond the Stadium’ is the eighth original film launched by SK-II STUDIO this year. It follows debut film
‘The Center Lane’ (below) by award-winning director Hirokazu Koreeda featuring the inspiring story of
swimmer Ikee Rikako’s return to competitive swimming and the ‘VS’ Series – an animated anthology series of
six films that explores what it takes to take destiny in your own hands through the real-life stories of Olympic
athletes.

The VS Series features gymnast Simone Biles, swimmer LiuXiang, table tennis player Ishikawa Kasumi,
badminton players Ayaka Takahashi and Misaki Matsutomo, surfer Mahina Maeda, and Japanese women’s
volleyball team Hinotori Nippon.

In line with this initiative, SK-II dedicates its #CHANGEDESTINY Fund to a programme to support women-
owned small businesses and entrepreneurs impacted by the pandemic in Tokyo.

Proceeds from the fund, worth US$500,000 will go towards a year-long programme supporting women-owned
small businesses and entrepreneurs in Tokyo with Shibuya City and MEETALK – a Tokyo-based women
entrepreneurship network to equip them with digital and social skills, business networks and platform to build
and keep the business of their dreams alive in these unprecedented times.

To find out how you can help women-owned small businesses and entrepreneurs as part of the
#CHANGEDESTINY Fund program, please visit https://city.sk-ii.com/.

How SK-II brought ‘Social Retail’ to life with China Duty Free Group

Click here to view the SK-II Spotlight eZine

In May, The Moodie Davitt Report unveiled a Spotlight Series eZine dedicated to SK-II, which told the tale of a
collaboration that stretched into territory previously unseen in travel retail.

The eZine showcased SK-II’ s ‘Social Retail’ pop-up store, launched in partnership with China Duty Free
Group. It was hosted at the Sanya International Duty Free Shopping Complex in Haitang Bay, as well as the
Mova Mall in downtown Haikou.