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Key Points for Morinosuke Kawaguchi

  • Morinosuke Kawaguchi is known as Japan’s foremost “futurist,” his work has been fully incorporated into the Japanese government’s 2030 plan.
  • Founder and CEO of Morinoske Co. Ltd., a creative future laboratory based in Tokyo,
  • Creator of the Morinoske Innovation Model and the concept of Gross National Talent and the Gross National Talent Index.
  • Future strategist for two Japanese government ministries, 2019.
  • one of the three Advisory Board Members for the Ministry of the Economy, Trade and Industry’s top team for the Japanese government’s future strategy, in the Committee of Long-Term Competitive Strategy with Changes in International Order
  • His unique innovation model and consultancy helps companies break into new markets.

Topics for Morinosuke Kawaguchi

  • Subculture-inspired innovation
    Based on his unique innovation model, Kawaguchi challenges his audience to cast a deeper look at micro cultures for hints for successful product and service innovation. In a world that becomes more diluted through globalization, identity and distinctive features need to be regained. And it is by looking at today’s subcultures – excellent mirrors to reflect consumer needs – that this can be achieved. This lecture is for people looking for innovative ideas as well as for new models in product value creation and branding.

  • A new kind of hunger: Herbivore, urban markets
    The background of Kawaguchi’s lecture is the change in areas characterized by urbanization, high population density, financial well-being and dominance of the service sector. This urban-centric market-reshaping process is happening all over the globe in emerging as well as in industrialized countries as traditions and social rules and roles are blurring. The “herbivore man” from Japan is but one of the examples Kawaguchi uses to illustrate the formation of a large new market that dances to a different tune.

    So how does consumer behaviour change in these urban centres, what is the hunger of the herbivore consumer, and what new markets can be expected to appear – this is the essence of Kawaguchi’s lecture.

  • The future is fun
    The challenge companies are facing nowadays is how rapidly everything becomes a commodity and loses in both real and emotional value. What is never lost however is people’s deeply-rooted attraction to Play and Game. It is such a basic part of human nature in fact that playing becomes the actual appeal.

    The lecture exposes how concepts of play and successful product innovation are related. Using insights from brain research and presenting toys that embody different kinds of irresistibility and appeal, Kawaguchi shows how a new product value can be created if the essence of the concepts of toy and game are built into products and services. If this is taken into account, even the most basic commodity can turn into a hit seller or cherished item.

Other keynotes include:

  • Time machine accelerator: Look at Japan
  • Mining gold from the silver market
  • Discovering new needs: Lessons from the Japanese toilet
  • Emotional attachment in value creation
  • Be shy, make money!
  • The markets of the luxurious weak
  • Sustainable innovation
  • Morinosuke Kawaguchi’s Innovation Model
  • Keiretsu 2.0

Testimonials for Morinosuke Kawaguchi

Morinosuke has a real sense of the future trends and what will spark them. This sense is the same one many innovators use during their creative processes.

Our president, Mr. Tadashi Yanai, has read Morinosuke Kawaguchi’s books and invited Mr. Kawaguchi for a lecture in our Tokyo headquarters. We live broadcasted the presentation to our offices in Shanghai, Hong Kong, Taiwan, Korea, Singapore, Thailand, Bangladesh and France so our international teams could also learn from Mr. Kawaguchi’s highly creative and unique viewpoint. Mr. Kawaguchi is able to both distance himself from Japan and at the same time squeeze out the essence of Japanese culture in order to come up with new business ideas. This is exactly what a multinational company like ours needs. Thank you!
Group Executive Vice President
Fast Retailing, Japan

In his lecture, Morinosuke Kawaguchi made me realize that Korea has an amazing opportunity at its hand to recognize its own style of innovation. Morinosuke’s culture-based approach is perfect for us to find our core competence and our position in the world market. I bought Kawaguchi’s books for my offices around the world because they are not only fun to read and make us more creative, but they are full of hints on the winning strategy business people are looking for to have real competitiveness.
FunctionBay, Inc., South Korea

Morinosuke gave a great presentation on some of the hidden strengths of Japanese design for Swedish policy makers in innovation and growth. His ideas and insights are inspirational, forward looking and well worth paying attention to in Japan, Sweden and elsewhere… and his lectures are fun too!
Counsellor Science and Innovation
Embassy of Sweden, Tokyo, Japan

Morinosuke has a real sense of the future trends and what will spark them. This sense is the same one many innovators use during their creative processes.
TEDxTokyo, Japan

Morinosuke Kawaguchi has a very distinctive knowledge of cutting-edge technology and its characteristics. That allows him to connect technology and appealing product innovations across many industries. I enjoyed his lecture and got inspired and entertained at the same time.
Fraunhofer Representative Office Japan

Morinosuke’s great talent is to make his audience see and understand, as if for the first time, Japanese customs and commonplace objects. By analyzing human behaviour and interaction, he demystifies the processes which spark creative innovation. Always fascinating!
Chief Executive
Japan Society London, U.K.

Professor Morinosuke Kawaguchi is a phenomenon. He has deep and wide knowledge of innovation, technology, design and culture and he is able to present any material in an entertaining fashion that is uniquely “Morinosuke style”. He is blessed with everything that a person wishes for and yet so few are lucky to have: an incredibly unique mind that creates fascinating content, wonderful writing ability that makes reading his books such a pleasure and a presentation style which makes him a world-class entertainer. I know him as a selfless and giving person who is always willing to discuss ideas with fans, students, or anyone who attends his lectures. I respect him very much and I feel lucky to have learnt from him through his books, lectures and workshops. I don’t call living people geniuses often but Professor Kawaguchi is definitely one genius I am lucky to know. Thank you for giving knowledge so freely to everyone. If we could clone Professor Kawaguchi, we would like a few of him in South Korea.
Department of Mechanical Engineering
Kyung Hee University, Seoul, South Korea

Whether you are looking for technological, business or cultural solutions, Morinosuke Kawaguchi’s innovative strategy sparks creativity across disciplines!
Head of Communications and Events
Japan Society London, U.K.

Morinosuke´s lecture at EOI was to us like a breath of fresh air, spreading all these fantastic new ideas. One normally thinks that reality is the way it is and nothing can be changed, however, all of the sudden a person comes and shares ideas that make your mind upside down and helps you see things in a complete different way! That´s what Morinosuke did!! Arigatoooooooo!!
Director of International Affairs
EOI-Business School, Madrid, Spain

Morinosuke gave a very engaging and enlightening presentation at the DIJ Business & Economics Study Group on June 13, 2011. It attracted by far the largest audience of our study group and the audience feedback was unanimous that his talk was truly amazing and entertaining. We all learnt a lot!
Head of Business & Economics Section
German Institute for Japanese Studies (DIJ), Tokyo, Japan

We had our first SDL DITA Day 2012 in Japan. We received a lot of positive feedback on the event and also on Morinosuke’s lecture. There is a huge potential market here for us and his keynote presentation gave the audience lots of hints for innovative thinking so important to companies that want to stay in the race and win, too. Morinosuke showed us a different view of the world and Japanese products. It was a wonderful presentation with stories of new technologies and ways of content creation for our clients’ products that our audience probably hase never heard of or thought about. I personally enjoyed his lecture immensely and from their feedback, we know that the audience did, also.
SDL Sales Director, Japan

Morinosuke Kawaguchi’s innovation model is a breakthrough. Whenever I listen to him lecture, I get inspired.
Professor, Graduate School of Policy and Management
Doshisha University, Kyoto, Japan

Morinosuke Kawaguchi’s lecture is amazing! It’s the best way to understand how “subculture” from Japan can inspire innovative products.
Director of Cultural Affairs
IED Madrid, Spain