Students’ ‘ITAMAE’ Project Boosts Interest in Starting Small Businesses in Japan

The Yomiuri Shimbun

14:12 JST, April 27, 2026

A group of students are providing support for SusHi Tech Tokyo 2026, an event to bring together startups from Japan and abroad, through a project called “ITAMAE.”

At the core of the project are 23 “planning members,” who gather at the Tokyo Innovation Base (TIB), a startup support hub in Tokyo, to organize events.

Member Nanako Kotani, who serves as project manager, is a senior at Tsuda University. She is involved in startup-focused events primarily targeting students from high school through graduate school.

Since entering university, Kotani has interned at JICA, participated in a student conference in India and helped with marketing for a sake brewery in Akita Prefecture. She joined ITAMAE because she wanted to support other people’s activities before she graduated.

“I used to think that working in a group reduced flexibility, so I worked alone, but now I feel the magnitude of the impact people can make as a team. When I see students starting businesses, they often find partners and launch their ventures together. I think TIB is place that’s well-suited for that,” Kotani said.

Prior to their involvement with SusHi Tech, Kotani and her team gained experience through a program called “WASABI.” Last November, they attended what is said to be Europe’s largest startup exhibition in Finland, where they held an informational event. At a WASABI event in February, they invited student groups and working professionals active in various fields to participate in sessions themed around the idea of “Tokyo in 2050,” as well as a pitch contest organized by student groups.

For SusHi Tech this year, they have planned a pitch contest for students who aspire to make their mark on the global stage. Participants will present their business plans in English, and those who receive high evaluations will be eligible for side-by-side support from experts. They also planned to provide opportunities for attendees to network with entrepreneurs who have experience working overseas.

“I’m still figuring out what I want to do in the future,” says Kotani. “But I want to work on creating systems to support people’s activities. I want to be something like a project manager, cheering on motivated individuals.”