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As Hamamatsu City takes on the challenge of creating an innovative ecosystem connecting local government, startups and regional businesses, unique initiatives like "HamaHub!" are leading the way in promoting proof-of-concept experiments and business matching. We interviewed Mr. Iida, The leader of these efforts, about the behind-the-scenes support and his vision for the future of the city's startup ecosystem.
Could you tell us about yourself and your career background?
I moved to Hamamatsu City in 2014 and have now been here for 11 years. I've been involved in industrial promotion in the Industry Department for 9 years now (Civil servants typically tend to rotate departments every 2-3 years.) Within the Industry Department, my career has spanned various roles. It started with a 3-year secondment to JETRO from 2016 - first at JETRO Hamamatsu, followed by two years at JETRO Bangkok. During my time in Bangkok, I worked on Thai service industry promotion through collaborative projects with the Thai government and supported Thai companies expanding into Japan through inward investment initiatives.
After returning to Hamamatsu City Hall, I was assigned to the Industrial Promotion Division, where I spent two years supporting overseas business development. This involved managing the Business Support Desk for companies expanding overseas and supporting participation in international exhibitions for export promotion.
Following that role, I dedicated a year towards supporting small and medium manufacturing enterprises, focusing on industry-academia-government collaboration and new product development subsidies. For the past three years, I've been involved in startup support, including a two-year secondment to “CIC Tokyo” handling startup support projects from local governments and the national government.
What kind of initiatives and roles are you currently involved in?
Currently I’m primarily responsible for the "Proof-of-Concept Support Project." This initiative brings together startup companies and various Hamamatsu City departments to conduct proof-of-concept experiments, with our Startup Promotion Division serving as the coordinator. Currently, we have five projects that launched in October 2024, and I'm actively involved in supporting each one of them.
Hamamatsu is particularly well-suited for proof-of-concept experiments. We're known as a "miniature model of Japan" because we have both urban areas and diverse natural environments including mountains, rivers, and the sea. This geographical diversity makes it an ideal location for various types of experiments.
What truly sets our program apart is the high level of commitment from our department heads. When we solicited themes for potential collaboration with startups this year, we received more than 20 proposals from various departments, demonstrating the strong motivation within our administration. The success of our proof-of-concept experiments stems from the serious commitment shown by both the startups and the administrative side.
Could you share an example of a proof-of-concept experiment?
We're currently implementing a household food waste reduction project in collaboration with a startup that specializes in food waste composters. Their technology is unique because their proprietary bacteria can decompose up to 90% of food waste, compared to typical composters that achieve only around 50% reduction.
One of the main challenges in promoting composting is that many households don't have a place to use the compost they produce. Since most urban residents don't have gardens, even if they can make compost, they have nowhere to use it. This product addresses that challenge through its significant volume reduction capability. We're currently in the preparation phase of installing composters and developing programs to encourage resident participation.
How do you approach building relationships between startups and established businesses?
Our approach operates on multiple levels. Through "HamaHub!", our recently launched matching platform, we connect local companies interested in startup collaboration with innovative new businesses. Currently, we have 21 registered local companies (as of January 2025) and are receiving numerous matching requests from startups.
The platform is designed to be accessible to companies of all sizes. While large corporations often have their own startup collaboration initiatives, we've noticed that many SMEs find it challenging to engage with startups directly. Our platform allows companies to start with simple forms of collaboration, such as product procurement or small-scale partnerships, before potentially moving toward more comprehensive innovation partnerships.
What opportunities do you see for international participation in your ecosystem?
While we recognize that we still have room to grow in terms of international participation, we see this as a significant opportunity. We're particularly encouraged by success stories like Prevention AI, which participated in our proof-of-concept support project and subsequently established a presence in Hamamatsu using our startup visa system.
Our Hamamatsu Startup Global Accelerator program is another key initiative, sending local entrepreneurs to Silicon Valley for practical training. We're committed to supporting both outbound expansion from Hamamatsu and inbound entry to Hamamatsu, creating a truly bilateral flow of innovation and opportunity.
What makes Hamamatsu City attractive for foreign startups?
Our city offers two major advantages. First, we have a comprehensive startup support system, including our Fund Support Project which can provide up to 40 million yen to startups receiving investment from our certified VCs. This level of financial support from a municipality
is quite rare in Japan.
Second, we have a unique cultural advantage. Hamamatsu has historically been known for its welcoming and open attitude toward newcomers, partly due to our history as a major transportation hub. This openness has created an environment where new ideas and new people can thrive.
What would you like to say to entrepreneurs considering Hamamatsu?
While we operate within a governmental framework, we strive to provide personalized, hands-on support to startups. Our team is deeply committed to helping entrepreneurs succeed, and we take pride in going beyond the typical bureaucratic relationships to build real partnerships with our startup community. If you come to Hamamatsu, we'll support you with everything we've got, and we hope you'll join us in building and energizing our ecosystem!
Hamamatsu City's approach to startup support demonstrates a sophisticated understanding of ecosystem building, combining practical support mechanisms with cultural advantages. The city's "Proof-of-Concept Support Project" and "HamaHub!" platform shows that regional cities can create unique value propositions for startups while leveraging local strengths. Under the leadership of passionate individuals like Mr. Iida, Hamamatsu is emerging as a model for how regional cities can build vibrant, globally-connected startup ecosystems.
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