[Photo Report] SYNC Design & Innovation in SITE 2026 | Session Digest

MAIN STAGE

opening

The event opened with greetings from Mr. Kritpakha Boonfan of the National Innovation Authority of Thailand (NIA) and Mr. Masato Otaka, the Japanese Ambassador to Thailand. SYNC was held at "SITE 2026" (Startup x Innovation Thailand Expo), Thailand's largest startup and innovation festival, organized by the NIA.

special session

Interban Puakyaw of the Creative Economy Agency (CEA/Thailand's creative economy agency) and Supakorn Siddichai of depa (Thailand's Digital Economy Promotion Organization) took the stage to discuss where Thailand's creative/digital economy is headed.

[Sustainability x Design] Design Strategies for Climate Change

Eisuke Tachikawa of NOSIGNER took the stage. NOSIGNER is a design firm specializing in social issues such as disaster prevention, climate change, and regional revitalization, and is known for projects such as "Tokyo Disaster Prevention" and "OLIVE," which was launched immediately after the Great East Japan Earthquake. Mr. Tachikawa is also a proponent of "evolutionary thinking," which is inspired by the evolution of living things, and serves on the board of the UN advisory body WDO (World Organization for Design). On this day, he delved into what design can do in the age of climate crisis.

[Management x Design] How "Kumamon" was created: How to connect design and business

Manabu Mizuno of good design company made a surprise appearance accompanied by Kumamon. Mizuno is the creator of Kumamon, and good design company is a creative direction group that handles everything from logos and product planning to spatial design and long-term brand strategies. Known for their branding work with numerous companies such as Sotetsu Group, Nakagawa Masashichi Shoten, and Kubara Honke "Kayano-ya," they captivated the audience on this day by talking about everything from the story behind Kumamon's creation to how design and business are connected.

Kumamon Special Stage

Next, Kumamon himself took to the stage. He performed two songs to his original tunes, using the entire wide stage from one end to the other to deliver a dynamic and energetic dance performance. The venue was filled with hands holding up smartphones everywhere.

[AI x Design] The science of what suits you

Akio Kazama (Executive Officer/CAIO, Chief AI Officer) of ZOZO took the stage. ZOZO offers personalized styling services using its unique AI and professional stylists at its physical store "niaulab" in Omotesando. From the data collected there, they have broken down the concept of "suitability" into its constituent elements and implemented them in services such as the coordination app "WEAR." On this day, he introduced the mechanism of how they use data and AI to unravel the often intuitive concept of "suitability."

[AI x Design] Platinum Session

Satoru Yamamoto of Dentsu Digital also appeared, focusing on the theme of AI x Design. Mr. Yamamoto studied AI at the Matsuo Laboratory at the University of Tokyo, founded his own data artist company, and then became the first CAIO (Chief AI Officer) of Dentsu Digital. His company has been working on the automatic generation of advertising copy and creatives, as well as performance prediction, with its AI solution "∞AI (Mugen AI)". On this day, he introduced how far creative work in the AI ​​era has come.

[Finance x Design] The Future of Payments and Cross-Border Repayment

Shinichiro Nishikawa from NTT Data, Chatchai Dusadenote from National ITMX, and Takehiro Suenari from Fourdigit took the stage. National ITMX is a core organization in Thailand's payment infrastructure, operating "PromptPay," a remittance and QR code payment service used throughout Thailand. With members who are familiar with payment infrastructure in both Japan and Thailand, the theme was the future of cross-border payments.

[Finance x Design] Innovation Collaboration between Japan and Thailand

In the following Finance x Design session, Mr. Subhut Sarnthisart from Bank of Ayudhya took the stage. Bank of Ayudhya (Krungsri) is a subsidiary of Mitsubishi UFJ Financial Group and is at the forefront of financial cooperation connecting Japan and Thailand. He spoke about how financial institutions can collaborate to create new value, going beyond just payments, and discussed the form of co-creation between Japan and Thailand.

[Lifestyle x Design] Manufacturing begins with small encounters — The power of design to bring the potential of developing countries to the world

Eriko Yamaguchi of Motherhouse took the stage. Motherhouse is a brand founded by Yamaguchi in 2006 with the motto "Create a globally recognized brand from developing countries." Starting with Bangladesh, the company has its own factories in several countries including Nepal and Sri Lanka, and develops bags and jewelry that utilize local materials and the handiwork of artisans. On this day, she talked about how they are bringing materials and technology from developing countries to the world.

[Education x Design] Design Education in the AI ​​Era

Kazufumi Nagai from Tama Art University, Surapan Mekanawin from the Ministry of Higher Education, Science, Research and Innovation of the Kingdom of Thailand, and Ryo Taguchi from Fordigit took the stage. Mr. Nagai is the representative of HAKUHODO DESIGN, which handles branding, and is also involved in training the next generation of designers at the Department of Integrated Design at Tama Art University. The discussion focused on how to cultivate AI generation design talent from the perspectives of education and policy in both Japan and Thailand.

[Communication x Design] The future of communication and design

Jin Paoprapai of CJ WORX took the stage. CJ WORX is Thailand's most award-winning independent creative agency and is also known for being the first Thai company to win the Cannes Lions Grand Prix. Paoprapai is one of its co-founders. On this day, he spoke about the future of communication from a Thai perspective.

[Communication x Design] Designing Brand Destiny

Also participating remotely in the Communication x Design session was Yoshihiro Yagi from Dentsu. Mr. Yagi is an executive creative director at Dentsu and a creator who has received high praise both domestically and internationally, including winning the Grand Prix at the Cannes Lions for his work on JR East's "Let's Go, Tohoku." On this day, he spoke via video call about how to shape the future of brands.

GLOBAL STAGE

opening

Ryo Taguchi from Fordigit and Hiroaki Sato from Nikkei BP appeared on stage. Representing their respective companies, which planned and organized the event, they kicked off GLOBAL STAGE.

[Startup x Design] Airline x Innovation

Takuya Matsuo of ZIPAIR Tokyo took the stage. ZIPAIR is an international medium- and long-haul low-cost carrier (LCC) launched by the JAL Group in 2018. It champions the "NEW BASIC" concept, which is neither full-service nor LCC, and is known for its branding that breaks away from the conventions of existing airlines, from its aircraft and logo to its uniforms. On this day, he spoke about the design initiatives that only a newly established airline can undertake.

[Lifestyle x Design] Design in Department Stores

Atsushi Okumori from Siam Takashimaya took the stage. Siam Takashimaya is Takashimaya's fourth overseas store, located in the large ICONSIAM complex along the Chao Phraya River. It is known for its store design that combines the finest Thai service with Thai culture, based on the concept of "a fusion of the best of Thailand and Takashimaya." On this day, he spoke about creating unique experiences that are characteristic of department stores in Thailand.

[Product x Design] From Thailand to the World: A Philosophy of Craftsmanship

Next up in our Product x Design segment was Yasutaka Yoshida from the Yamaha Motor Asian Center. Yamaha Motor is a global company with over 9% of its sales coming from overseas, and Asia, in particular, is a key market with a high market share in Indonesia, Thailand, and India. Thailand is home to production and management bases and is a major hub for manufacturing, including motorcycles. On this day, he spoke about the manufacturing philosophy that is spreading from Thailand to the world.

[Healthcare x Design] Innovation in the healthcare experience

The speakers at this session were Serich Chothibanit from Chulalongkorn Memorial Hospital and Nares Damrongchai from IBERD. Mr. Nares has long been a leading figure in Thailand's life sciences field, having served as the first CEO of TCELS (Thai Life Sciences Promotion Organization). Leading medical institutions in Thailand and experts in life sciences came together to discuss the future of healthcare, not only from the perspective of treatment itself, but also from the perspective of how to redesign the time and experience that patients spend.

[AI x Design] AI, creativity, co-creation and augmentation

Next up in the AI ​​x Design segment were Tomu Kawada and Ryo Taguchi of Fourdigit. Kawada is a creator known as the eldest son of the "AR Three Brothers," a development unit that has produced a series of products and entertainment utilizing AR (augmented reality) technology. The two explored in their conversation the extent to which AI can extend human creativity and what can be created together.

Management x Design

Makiko Yamazaki from JETRO Bangkok and Takehiro Suenari from 4digit took the stage. Drawing on their experiences on the front lines of overseas business support and their work in service design in Southeast Asia, the theme was the intersection of management and design.

[iDID Collaboration] Branding between the Thai League and the J.League

The iDID collaboration session featured Sampata Jedi from Farmgroup and Motosuke Fukuda from Takram NY. Farmgroup is a Bangkok-based creative studio with a proven track record, including designing the new identity for the city of Bangkok. Takram is a design and innovation firm that spans hardware, services, and brands. The session compared the branding of football leagues in Thailand and Japan, discussing the differences and similarities between the two countries.

[iDID Collaboration] Expo Design System

Another iDID collaboration is with Kota Hikichi of VISIONs. Mr. Hikichi is the creative director who worked on the "EXPO 2025 Design System" for the Osaka-Kansai Expo. This design system, which maintained consistency throughout the venue while leaving room for everyone to participate, also gave rise to the derivative work movement of "Komyaku," which became popular on social media. He revealed the behind-the-scenes stories of all of this.

[Communication x Design] Package Design as an Experience: Techniques that Appeal to Consumer Instincts

The closing session was led by Tomohito Yamashita, Editor-in-Chief of Nikkei BP and Nikkei Design. From the perspective of an editor-in-chief who has seen numerous design examples, he explored what makes a package irresistibly appealing and uncovered the secrets behind such packages.

NEX HALL | Music Live

SYNC is not just an event focused on business and design sessions. Based on the organizers' belief that "the power to create something new arises not only from logic, but also from the moment people's hearts are moved," live music performances by Japanese and Thai artists were held throughout the day at the NEX HALL venue.

The lineup included inmintcondition (TH), Oozora Kimishima & Hana Taguchi (JP), STEREO DIVE FOUNDATION & Tomu Kawada (JP), EYE VDJ MASA (with ALS Masatane Muto) with Takahito Uchizawa (androp) (JP), KIKI (TH), and finally, Wednesday Campanella (JP) closed the show.

Thai artists are rarely seen in Japan, and the venue was bustling with activity throughout the day, including during their performance.

Final thoughts

SYNC Design & Innovation in SITE 2026 was a day-long event where design, business, and music intersected. At the closing ceremony, Nikkei BP, the event's organizer, and Kumamon, who had delighted the crowd that day, reappeared to reflect on the event's success and express their hopes for the next event.

Detailed information on each session will be published sequentially in event reports. The iDID collaboration sessions at the GLOBAL STAGE, "Branding of the Thai League and the J.League" and "The Design System of the World Expo," will also be covered in separate reports. Stay tuned for further updates!

Finally, here are some photos that capture the atmosphere of the venue!