Event Report: BLAST Setouchi Oita

The startup event BLAST SETOUCHI Oita was held over two days on November 29-30, 2024. The event attracted over 450 entrepreneurs, investors, and local community leaders to create a platform for cross-regional collaboration in the Setouchi region.

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What is BLAST SETOUCHI?

BLAST SETOUCHI is a startup conference that brings together startups and local innovators from the Setouchi region and beyond. Each year the event is hosted in a different location, with previous editions in Ehime and Okayama. This year, Oita took on hosting duties to further expand the Setouchi network.

The event features panel discussions, networking opportunities, and demo booths focused on entrepreneurship, regional revitalization, and social innovation. While local leaders and experts discuss strategies for solving societal challenges, startups showcase their ideas and solutions.

One of the event's highlights was its unique approach to fostering collaboration — not just within the startup community but also across various industries, including government, art, finance, and education. This year's agenda emphasized "Social Innovation Through Cross-Community Collaboration," inspired by the region’s need for sustainable development.

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Session Highlights

Opening Session

The event kicked off with welcoming remarks from local government officials and organizers.

Setouchi refers to the area around Japan's Seto Inland Sea, spanning several prefectures in western Japan including Okayama, Hiroshima, and Ehime. Although Oita is geographically on the western edge, its historical and economic ties with the region made it a fitting host.

Mariko Inokuma, BLAST SETOUCHI Organizer and CEO of OMOYA, expressed the belief that by crossing boundaries — both geographically and within the communities or affiliations we typically belong to — there is immense potential to spark new innovations from the Setouchi region. This perspective emphasizes the importance of breaking free from traditional silos and embracing exchange across different areas and groups.

“Setouchi” as a conceptual framework

The conference featured discussions on the idea of transcending the Setouchi region's identity as merely a geographic location and reimagining it as a conceptual framework that connects people and fosters co-creation.

One reason innovation can be challenging in regional areas is population size. Focusing on a single city or prefecture may feel limiting, but the concept of augmenting through collaboration unlocks greater potential. This approach broadens access to resources, talent, and networks, paving the way for growth and collaboration across wider regions.

Ambiguity as uniqueness

In Japanese culture, ambiguity is often seen as a valuable trait, captured by the term Aimai (曖昧), meaning uncertainty or vagueness. Japan is a high-context culture, where communication relies on subtlety and shared understanding. As a result, things are often intentionally left vague, leading to interpretations that can seem unclear when translated directly into English.

An interesting aspect arises when discussing the definition of "Setouchi." When asked about its geographical boundaries, locals often respond with “Sonohen (そのへん),” which loosely translates to “somewhere around there.” This embrace of ambiguity turns it into a strength. The fluidity of this response reflects a culture of openness to interpretation and adaptability, which in turn can fuel creativity.

With its undefined—or perhaps better described as evolving—borders, Setouchi represents a dynamic and ever-changing ecosystem that leaves room for the emergence of new ideas and possibilities.

Slowness as a strength

For art enthusiasts, you may know about the art islands in Setouchi. Benesse Art Site Naoshima, a regional development initiative by Benesse Holdings and the Fukutake Foundation, promotes art across the Seto Inland Sea's Naoshima, Teshima, and Inujima islands. Since 1989, the project has introduced renowned artists and created site-specific works in art museums, with contributions from architect Tadao Ando and artists like Karel Appel. Through art festivals like the Setouchi Triennale, it has revitalized the islands' communities.

Hideaki Fukutake, Chair of the Board of Directors of Benesse Holdings, emphasized the value of taking time to build something meaningful and lasting - having “slowness” and “time” as an ally. While some people may focus on achieving quick results, these tend to fade quickly. Their approach, however, prioritizes a slow and steady process where small, incremental efforts accumulate into long-term value:

"For example, even if Dubai tries to recreate Kyoto, it's not possible. It might be possible but it’s not the same. What often happens is that ultra-wealthy individuals replicate projects like Naoshima and realize them quickly, simply because they have the money, but in these cases, only the buildings exist, and it’s hard to replicate the 'soft aspects' —such as the community concepts, culture, and values we've spent years building—are missing"

Looking Ahead

BLAST SETOUCHI 2024 successfully demonstrated that regional and community boundaries can be catalysts for innovation when approached with an open and collaborative mindset. As Setouchi continues to evolve, BLAST SETOUCHI promises to inspire future collaborations and spark innovation across Japan and beyond.

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