Why in Kamakura?

KAYAC is headquartered in Kamakura. A company's choice of a head office location should reflect its will, intentions and strategic reasons.

Why does KAYAC choose a location other than the central part of Tokyo?

KAYAC is a public company, which is a representative form of capitalism. You could say that Shibuya and Roppongi, where IT companies are concentrated, might be a more efficient and advantageous choice in all aspects if we only consider economical rationality.

But now, people are exploring new forms of capitalism to attain a sustainable world instead of pursuing short-term economic rationality as we are seeing the limitations of the conventional capitalism. And the age now requires us to redefine wealth as humans. As Fun Loving Company, KAYAC defines fun as diversity. One of the solutions to being wealthy as humans is diversity, which allows everyone to shine in the society demonstrating their own characteristics.

The same holds true for companies. One of the big elements that bring diversity to companies is the head office location. Unique companies can work in their respective communities, maximizing the local characteristics, without all companies having their head office in one city.

KAYAC believes that a society with diversity is more fun and is a direction of evolution into an enriched and sustainable society. We also see a current of the times here, as the government uses "sustainable revitalization" as a keyword.

KAYAC wants to exist to make the world a fun place. To contribute to such evolution, we have creatively chosen the location for our activities.

New region-oriented capitalism

As a joint-stock company, we do not deny capitalism. We believe that a better world lies beyond a better form of capitalism. We suggest metrics that we should emphasize on in addition to revenue and income, which are considered as important metrics for conventional capitalism. Adding new elements will redefine wealth.

Suggesting sustainable capitalism and its metrics

It is meaningless to mimic Tokyo to create a society with diversity. We define sustainable capitalism as: identifying the characteristics and strengths of a region; defining the characteristics as local capital and establishing sustainable indicators (KGIs, KPIs); and working in collaboration with listed companies, which represent capitalism, while involving other companies, administrative bodies, and local citizens. It is based on capitalism plus additional unique sustainable indicators.

To realize sustainable capitalism, a local community and companies need to have more points of contact, urging more talent exchange than ever among administrative bodies, private companies, and citizens' groups. And management thought is required to expand collaboration with companies in the same region.

Management thoughts that urge regional capitalism

Management thought 1: Management to increase points of contact with local community

KAYAC focuses on two things as a listed company, an organization that represents capitalism, to proactively interact with the local community.

<KAYAC recommends employees to participate in local volunteering activities>

By participating in local volunteering activities, employees can build trust with people outside the company, which will increase their social capital. Increase in social capital enriches employees' life.

*Social capital is an idea that broader reliable relationships and more contacts with the society become an asset.

To bring work and life closer together, KAYAC implements programs including housing allowance to employees who live close to the head office and support for nursery schools and pupils.

Increase in social capital of employees who live close to the head office also means increase in social capital for KAYAC. It will expand synergies between our organization/business and the local community.

<KAYAC encourages more citizens (including citizens of nearby cities) to be shareholders>

Joint-stock companies, and especially listed companies as the most representative form, benefit from capitalism. Taking advantage of this scheme, we can increase citizens' assets through corporate growth.

Companies can actively approach the local community to make it better. Citizens will own shares in the companies. As a result, everybody in the community will contribute to the growth of the companies in the community and increase the assets.

As a listed company, we, of course, cannot manage business only looking at the benefits for citizens. But by recognizing that we have such shareholders close by, we can eventually establish a sustainable business not based on short-term thoughts.

Management thought 2: Co-creation and management with companies in same community

We emphasize on collaboration with companies in the same community. It is difficult for a single company to create a big current. Therefore, we work together for the growth of the local economy while recognizing one another's diverse values.

For that, we look at the combined financial status of companies that support regional capitalism. This is based on the conventional capitalism metrics, but companies look at the entire community, which will lead to collaboration and revitalization of the regional economy.

It is also important to ensure mobility of shared talent among companies supporting regional capitalism. It would be interesting to let people work for a community, not for a single company. We place importance on such mobility of personnel.

KAYAC runs business based on these two management thoughts, and also defines indicators to review if these initiatives are going well.

In addition, we will urge the growth of sustainable capital that reflects the local characteristics and strengths. As a company, we will lead this initiative, involving administrative bodies and citizens' groups to create a virtuous cycle and ensure that profits will be returned to all the sustainable stakeholders.

In the capitalism society, companies have a serious responsibility. Therefore, companies need to lead this. And more and more companies start to be aware of this. The world is headed in the good direction.

However, when we consider corporate social responsibilities, we tend to look at big issues such as global environment. But shouldn't we start with making our neighborhood better?

KAYAC suggests sustainable capitalism and explores "Kamakura capitalism" as the first model by having our head office in Kamakura.

Why is Kamakura the best location to show sustainable capitalism?

Kamakura has many appealing points. The basic characteristics are the readiness to accept diverse values, capability to generate new cultures, and ability to offer information to the world.

For example, Kamakura has the Kamakura Religious Council. Since March 11 of 2011 when the Great East Japan Earthquake hit Japan, Kamakura has held meetings of the council made up of representatives of different religions including Shinto, Buddhism and Christianity. Every year, they pray together in their respective locations.

People with different values in different positions take each other arm in arm and respect each other’s values. This is a rare initiative anywhere in the world.

Kamakura has an atmosphere of acceptance of diverse values.

Kamakura also generates new cultures and values. For example, National Trust is originated in Kamakura. Some people say that Kamakura is the origin of NPOs. It has many more civic groups than other cities.

Kamakura also has Kencho-ji Temple, one of the first Zen Buddhism temples in Japan. While Zen and mindfulness has been attracting attention, Kamakura's original culture and value is highly compatible with enhancing personal spirituality, which will lead to enhanced creativity.

Besides, Kamakura has positive image and visibility in communicating such diversity and cutting-edge nature to the world.

These three appealing points make Kamakura the ideal place for defining a new form of capitalism and human wealth.

Sustainable capitalism from standpoint of Kamakura capitalism

Then, what is the sustainable capital of Kamakura? We would like to think about it with companies that support sustainable capitalism.

Here is one possible idea. Many people in Kamakura seem to pay attention to health. Having healthy citizens is a positive element for the local community. Therefore, we can define health as sustainable capital of Kamakura.

Then, what are KPIs and KGIs for that? For example, we, as a company, can support employees' physical and mental health. In this regard, the indicator is the change in medical cost per employee.

To promote corporate health, we also invest into internal programs. For example, we develop health programs and benefits that are symbolic of Kamakura such as offering a farming experience program for physical and mental health and helping offering Zen program.

We will think about sustainable capitalism in Kamakura with people (including companies) in this place who support sustainable capitalism.

Kamacon model is essential for sustainable capitalism

Kamacon is one of the sustainable volunteering activities that KAYAC recommend to employees, as described above.

KAYAC was involved in the establishment of Kamacon. It conducts sustainable activities fully taking advantage of KAYAC's knowhow called brainstorming.

People of different ages and those with different values gather and brainstorm on sustainable issues and new challenges, which helps us to regard sustainable issues as our own problems. By doing so, we can develop a sense that we are playing a role in creating the city. We will like the city more and feel more fun to live there.

Having fun working is the most important value that KAYAC embraces. If the living environment also gives us joy, our life would be twice as fun. Therefore, KAYAC recommends and supports that employees join Kamacon.

If the social capital of each employee increases, his/her life is twice as fun. Kamacon represents this good model for sustainable activities. In promoting sustainable capitalism, we will externally promote Kamacon model. The same format has already been adopted in 23 regions outside Kamakura.

© KAYAC Inc. All Rights Reserved.