COLUMN

[Member Interview #1] D-POPS GROUP President’s Office Member Shane Hetrick

  • Interview
2026.04.09

Overcoming the Language Barrier to Create a More Global Venture Ecosystem

①First, please tell us about where you’re from and your background.

I was born in California, but while growing up, my family moved about a dozen times to various other places in the western part of the US as well as spending seven months in South Korea. As a result, my parents, my younger brother, and my two younger sisters were the only stable figures in my life, so I had to get used to constant change from an early age. In fact, I can confidently say that learning how to deal with so many transitions had a significant impact on my life.

After moving to the city of Pullman in Washington to attend Washington State University, I earned a dual degree in microbiology and genetics and cell biology. In my freshman year, I became an active member of a Christian community for university students, and even after finishing my studies, I decided to remain in Pullman and volunteer with that group for two years as an intern and then one year as a staff member.

Throughout this period, I enjoyed getting to hang out with friends often, not having many responsibilities, and ultimately realizing my life’s passions. I also gained a number of critical skills which I would soon utilize in my career: developing relationships with people from both similar and different cultures, guiding and coaching university students through strategizing how to tackle their personal problems, facilitating group discussions, and—perhaps most importantly—learning how to learn.

②How many years ago did you arrive in Japan? What was your reason for moving here?

Towards the end of my time in Pullman, I started to meet more and more international students from various countries, and even met a student from Kansai Gaidai University in Japan, who even became my roommate for one semester. All of them suggested very seriously that I would make an excellent English instructor, and I became quite interested in the idea of starting a brand new adventure. Looking back on it now, I suppose I had also grown restless in my relatively safe and predictable life.

First, I began working part-time at my university’s affiliated TEFL (Teaching English as a Foreign Language) program for about half a year, and then started to look into different options to live abroad as an English instructor. In the end, I was offered a full-time position as a dispatch worker through a small English teaching company in Japan, and in August 2015, I moved into a Japanese family’s house in Tokyo. I had met their son while he was studying abroad at my university, and his parents graciously offered me a place to stay when they heard I would be moving to Japan.

I began facilitating English lessons at elementary and middle schools, trade schools, hospitals, hotels, and various other companies throughout the Tokyo area. Some were large classes with 10 to 20 children or young adults, while others were 1-on-1 with businesspeople, and I soon became capable of teaching English to Japanese people of all ages.

③Why did you join D-POPS GROUP?

During my first year of teaching English full-time in Tokyo, I encountered a local branch of the same Christian university student organization in which I had been involved before. They were low on staff, so I volunteered for them and moved into their community house while continuing to teach English part-time at various places. I met a young woman from China through this group, we got married, then we had a daughter and were expecting a baby boy.

During the months leading up to his birth, I was actively searching for a full-time job to provide for our family's finances, since my wife would soon go on maternity leave and she was our main breadwinner at the time. Then, a recruiting partner of D-POPS GROUP found my profile while looking for someone with English teaching experience and a Japanese driver's license to be hired as an English-speaking chauffeur for the CEO, and offered me an interview.

While I was somewhat intrigued by the prospect, the position was very different from what I had been searching for. However, once I met President Goto at the interview, something inside me changed. I was deeply impressed by how he listened to me and was genuinely interested in me as a person, and when he spoke, I immediately believed in his vision. So, last November, I decided to join D-POPS GROUP and play even a small part in creating a society that will support my children to take risks, learn, and grow.

④What kind of work are you doing at D-POPS GROUP?

I was originally hired to help President Goto to improve his English through natural conversation while riding in the car. While that is my highest priority, I quickly recognized that within the flexible and swiftly-changing scene of a startup, I couldn't limit my role in our company to such a narrow task.

When I’m not driving, I was given the primary task of translating the articles on our company website from Japanese to English. From time to time, I also get to use my native English skills for corresponding with foreign guests and welcoming them to our office.

As much as I can, I try to help out the other members of the President's Office, too. After all, the more work they can delegate to me, the more work President Goto can delegate to them, which frees him up to do more of the things that only he can do. I receive and send letters and packages, order various supplies, issue entry passes to our office, and handle other light administrative tasks.

⑤As you drive President Goto around and help him practice his English in the car, have you gotten used to driving in Tokyo? Has President Goto’s English actually improved? Ha ha…

The car that President Goto chose for our company vehicle has a number of premium features that make it easier to drive safely in city traffic. It also helps that I’ve been driving for many years, so even though the streets in Tokyo are much more crowded and narrow than the roads in the US, I have been able to get used to driving here. In fact, I am always delighted every time I have the chance to drive President Goto to his various meetings and appointments and learn something from his wise words.

And yes, as President Goto is using English more consistently, he is more capable of recalling the foundation that he built as a high school and university student in the US and the UK. All I’m doing is providing him with an atmosphere where he can comfortably practice and supplying him with correct vocabulary and natural English phrasing when appropriate. He has been making steady progress, and is definitely more visibly confident when speaking English compared to a year ago. However, he often likes to encourage me by saying that he wishes his English would improve as fast as my Japanese, ha ha.

⑥You seem to have a proactive stance towards speaking Japanese with everyone around you in our office. When did you learn Japanese? Is the Japanese business lingo that we use here difficult?

While I was living with that Japanese family during my first year in Tokyo, they helped me learn the fundamentals of everyday conversation, and I became capable of basic communication. However, after I moved out of their home, my Japanese level essentially stagnated, since the only time I spoke it was in the exact same situations in daily life and did not usually seek out opportunities to study and improve my language abilities.

After joining D-POPS GROUP last year, I found myself in a Japanese work environment for the first time in my life, so there have been countless moments where I’ve been challenged and stretched. It’s not just that business Japanese is difficult for me to learn, but also that I had virtually no experience in the business world before starting this job. As a result, while I’m trying to pick up polite Japanese phrases that are commonly used in the office, I’m also learning about the concepts, situations, and systems behind those phrases at the same time.

I want to provide as much value to D-POPS GROUP as possible, since I understand that I can contribute to society more this way. To that end, I have undertaken a lot of challenges and overcome almost as many obstacles, thanks to the patience and understanding of my excellent and gracious coworkers, though there are still many more to go. And I want to tell everyone within our Venture Ecosystem that I am always happy to practice my Japanese, so when you see me, please don’t hesitate to say hello!

⑦What differences have you felt between living and working in Japan compared to the US?

In my opinion, the biggest way that life in Japan is different from life in the US is the perception of peer pressure. From what I’ve seen over the past ten years, Japanese people seem to be very considerate of other people, to the point that they try to remain aware of the outward behaviors and even the unspoken feelings of the people around them. In addition, they usually have a deep reverence for common courtesy, harmony, and consensus, and would rather inconvenience themselves than voice an opinion contrary to the majority. On the other hand, Americans place a very high value on the personal independence of the individual. From a young age, we are taught that we should think before we copy what everyone else is doing, and we prize uniqueness above uniformity.

There are obviously many reasons why these two cultures are so opposite, but I think one primary root may be the lack of livable space in Japan combined with the history of frequent natural disasters here. When the threat of earthquakes, tsunamis, or other dangers is always near, and your neighbors live so close that a house fire can spread to surrounding buildings almost instantly, it becomes critical to maintain amicable relations with all the people you interact with on a regular basis, so that you can rely on their help in an emergency, rather than watch them gleefully loot your belongings as you lay dying.

I’ve also noticed some smaller contrasts between Japanese and American lifestyles that our readers may find interesting. For one, Japanese tend to keep their social circles cleanly distinct from each other, so family, acquaintances, and coworkers rarely mix. Americans, however, are much less shy about introducing family to their friends and colleagues who are close to them, so I’ve had to get used to knowing next to nothing about my team members’ personal lives, even though I talk with them all the time. Another is that while most Japanese eat rice at least once a day as part of their diet, Americans aren’t usually loyal to a single staple food, and will even eat meals that contain no staple food at all.

Finally, this isn’t necessarily a major difference between Japan and the US, but rather something that’s starting to change in both cultures. Until recently, fathers did not usually take a long paternity leave. However, I decided to take advantage of the Japanese government’s childcare provisions to stay with my wife and children at my parent’s house in the US for much of December and January. My coworkers at D-POPS GROUP were very supportive, and though I’ve heard horror stories of fathers at Japanese companies coming back from paternity leave to find their position relocated or minimized, in my case there was nothing of the sort.

⑧After joining D-POPS GROUP, you have been working on the English version of our company’s website. What are your most important considerations for writing English translations?

First of all, I try to imagine the audience who will be reading these translations. They could be executive members of foreign companies thinking about expanding their business into Japan, or venture capital investors looking for a good return from a Japanese startup, or even members of D-POPS GROUP or our partners who simply want to practice their English reading ability. This affects the word choice and overall tone of each article I translate, and also helps me decide how to convey phrases or ideas that have no direct translations.

Next, I do my best to paint a clear picture of the mission, vision, and values of D-POPS GROUP and our leaders in such a way that anyone who reads the pages of our website in English will be able to sense them through what parts are emphasized and even through the vocabulary I use. After all, I believe that the energy surrounding us really is special, so I hope to share as much of that spark as possible with our readers.

Finally, since I am still quite far from being bilingual, I would not be able to accomplish the task of translating our website without the support of our corporate advisor, Genta Sugihara. Without his wisdom, experience, and especially his deep knowledge of startups and corporate venture capital, you would not be reading this now. Not only with translation, but he has also given me invaluable advice on navigating the unfamiliar world of working at a Japanese company, and I can’t express in words how much I sincerely appreciate him.

⑨In August, we hosted a group of delegates from the Japan-America Student Conference. You helped to create English presentation materials that were oriented towards students, and also did a little bit of interpretation on that day. What were your impressions of all the work that went into making those materials and what you experienced on the day of their visit?

That event was my first taste of getting to work more closely with President Goto, and it was definitely awe-inspiring to witness firsthand how much thought and effort he puts into anything he does. He was put in a position where he was out of his element, and I would guess that is not usual for someone at his level of professionalism. But even in the midst of a situation like that, he was able to think strategically about what he could do in the limited time before the presentation, and also what was not possible.

For example, I first prepared a script for him that might have seemed quite impressive to an academic audience in an English-speaking country. However, it contained a significant amount of high-level vocabulary he was not familiar with. President Goto pointed out to me that since he did not have a long time to prepare, it would be better for him to focus on practicing fluently speaking words he already knows than on learning a bunch of new words. Then we went back and forth over the next several weeks, refining his script and his presentation slides until he was satisfied with them. This was also an educational experience for me, as I learned that being able to reach a state of 90% perfection in a timely manner is much more important in a business setting than finally getting to the point of 100% perfection long after the deadline has already passed.

When the students arrived at the Shibuya Hikarie Building, I had the honor of showing them around various parts of our inspirational office space and explaining their significance in English. Then, after we listened to President Goto and Advisor Sugihara share their lectures, I was supposed to help interpret for the students and our company leaders, but it turned out that between President Goto’s English skills and the Japanese ability that several of the American students had, I hardly needed to say anything. Given my work background in connecting with university students, I was so happy to see a deeper understanding of the value of entrepreneurship dawn on their faces over the course of our time together.

⑩What kinds of activities at D-POPS GROUP do you hope to participate in from now on?

My knowledge and experience in the venture capital business is still almost zero, but someday I hope to be a more active participant in the process of welcoming new partners to our Venture Ecosystem. Over the past couple of months, I’ve been given the privilege of facilitating communication between the members of our CVC team and a pair of foreign entrepreneurs who want to more firmly establish their business in Japan. This has been exhilarating for me, and I want to increase my capabilities in this regard.

Besides the CVC team, I hope to support any other conversations that take place between members of our Venture Ecosystem and non-Japanese speakers. One of my personal goals at D-POPS GROUP is to utilize my English skills to serve our expansion onto the global stage. In accordance with that, I want to keep myself available as an asset anytime there is a need for a native English speaker. Speaking of which, I'm hoping to start some English-related activities within D-POPS GROUP's Ecosystem sometime soon. If anyone is interested, please feel free to contact me!

Beyond this, I’d really like to continue improving my Japanese language and business skills to the point that not only am I a professional English translator for D-POPS GROUP, but also that I prove to be truly useful in other areas. I’m excited to see what I look like after another year of working here!

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I have to ask…what has driven you to consistently choose this career path? Fujimoto: Once you experience that Google era like we did, you never forget the joy of building something from scratch. It becomes much more addictive than working on something that is already established. When I first joined Google, I used to wonder why some of my senior colleagues were leaving so early in their careers. But they told me, “You’ll understand one day. Different phases of a company require different types of people, and I personally love the launch phase.” Now, I understand exactly what they meant. Sugihara: What is your favorite phase in a company’s lifecycle? Fujimoto: For my seniors, it might have been when the company was completely unknown. For me, my specialty lies in the phase where something has just started to sprout, but doesn’t quite have a clear identity yet. I love the process of giving it a name and helping it grow. 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Fujimoto: Women Will was an initiative that started even before women’s empowerment became a buzzword. The core idea was to use the power of technology to empower women. Startups are inherently places where people use technology to drive change, so there should be immense opportunities for anyone to succeed, regardless of gender or age. While the number of female entrepreneurs and investors has grown steadily over the last decade, the lack of balance remains an issue that’s shared across the world. One specific factor is the bias in fundraising. Female founders are often asked questions that men are not, such as “Do you plan to get married?” or “What about children?” While this could be considered as risk-hedging, we must create an environment where we face the business itself, flatly and without bias. Our association is currently working with the Financial Services Agency (FSA) on a survey regarding the gender gap in the ecosystem. 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Sugihara: In the past, female entrepreneurs were often “invisible” unless you were intentionally trying to find them. Fujimoto: Exactly. However, from an innovation standpoint, the data is clear: diverse teams grow significantly faster. There was once an unwritten rule in Japan that a homogeneous team with shared values could move faster in the early stages. Recent studies have debunked this. If you don’t build a diverse organization from the very beginning, you won’t be able to scale the company later. Success in scaling up depends entirely on the organizational environment. It’s no longer just a binary of male vs. female. Broad diversity, including nationality, is an essential element for Japanese startups to leap forward. Sugihara: That is a vital perspective. I’ve seen research showing that companies with diverse public relations and branding are more highly valued. 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We need to move toward a culture where we communicate under the premise that we don’t automatically understand each other. ◆Japan’s Future Strength: Turning Technology into Business and Communicating It Sugihara: Indeed, it is precisely because a diverse range of personalities come together that we can create exceptional services that reach a global audience. On that note, I’d like to ask a final question about the future. From the perspective of entrepreneurship and new business development, which domains do you believe will hold the key to Japan’s growth moving forward? Fujimoto: I’ve traveled the world, and thought about what Japan’s future strength will be. At this point, I am convinced the answer lies in “deep tech”. Japan’s R&D, technical capabilities, and ideas are world-class. However, our ability to turn that into viable businesses hasn’t caught up. Japan’s big opportunity lies in bridging that gap. 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When players with a strong philosophy like D-POPS GROUP join hands with us, that contagious mindset becomes the driving force that will truly keep Japan up to date. Interview conducted by D-POPS GROUP’s advisor Genta Sugihara. Startup Ecosystem Association President: Ayumi Fujimoto Address: 15F Toranomon Hills Business Tower, 1-17-1 Toranomon, Minato, Tokyo Established: March 30, 2022 Website: https://startupecosystem.org/home-en
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[Founder Interview #3] Ayumi Fujimoto (Startup Ecosystem Association) – Part 2
From Startup to Scale-up: Mutual Growth and Realization of an Advancing Ecosystem For this article, we interviewed the Startup Ecosystem Association’s President Ayumi Fujimoto, a leader who shares our vision for Japan’s entrepreneurial future. (This interview was conducted in January 2026.) See Part 1 of the interview here. ◆Impact and Diversity: Over 500 Attendees Gather at the “Startup Ecosystem Summit” Sugihara: It’s true that while national and local governments make a big deal about startup support, there are legal complexities that make it difficult for local governments to invest directly in startup equity. However, providing support in the form of recruitment is a very practical workaround. I also find it impressive when financial institutions go beyond just providing capital to actually running alongside startups to assist with sales and business development. Regarding your three courses of action, I’m particularly interested in the second one, eliminating information inequality. Could you share some specific success stories or milestones from your activities overall? Fujimoto: I would say the Startup Ecosystem Summit is our most significant achievement and a prime example of our impact. We have held it for four consecutive years now, and last year, we introduced our first “Global Roundtable”. While many international ecosystem stakeholders were visiting Japan, there were surprisingly few opportunities for them to gather in one room and collaborate, so we created that space for them. Last year, the Summit drew between 500 and 600 participants. Players from every corner of the domestic market mingled together, and I believe that sheer diversity is a tangible manifestation of the ecosystem itself. Sugihara: Just gathering hundreds of people from so many different sectors in a single venue is itself quite a feat. Fujimoto: It really is. I feel like the scope of the event expands every year. We started with about 100 people, mostly just the supporters. From that point, we started to hear feedback like, “Actually, startups should participate too,” “We should exchange information with regional governments,” or “Every single government ministry should attend.” The sense of connectedness is growing, and the diversity increases every year. Our philosophy is that rather than just repeating the same thing, the Summit should be a place where participants can actually experience the growth of the ecosystem. That’s why we aim to challenge ourselves with something different every year. We’re grateful that those who attend can feel that the scale is truly growing and the diversity is deepening. While it’s almost like a kind of class reunion for the industry, our ultimate goal is for it to be a place where you can feel the evolution of the ecosystem and where startups can find every piece of new information they need. One way we are currently expanding our activities is by utilizing the Tokyo Innovation Base (TIB) in Yurakucho, which is supported by the Tokyo Metropolitan Government, and collaborating with them on the operational side. ◆Overseas Collaboration: Where Supporters Connect on a Global Stage Sugihara: Since the Startup Ecosystem Association is a non-profit, your activities feel very pure and ambition-driven as opposed to being motivated by profit. I also get the impression that your team is incredibly high-caliber, with members coming from prestigious backgrounds like Google. Regarding the previous Startup Ecosystem Summit you held last October, I saw on your website that your association was deeply involved in organizing it together with the Tokyo Metropolitan Government. Could you tell us more about the global perspective of that event and the reception it received? Fujimoto: Last year’s event was particularly successful in its global focus. While other events hosted by VCs or massive government initiatives like “SusHi Tech Tokyo” attract many international visitors, there are actually surprisingly few opportunities for startup supporters to have deep, substantive conversations with each other. For our event, we invited supporters and people in charge of operating large-scale facilities or acceleration programs from different countries within Asia, the US, Europe, and other places. Hearing directly from them about the current trends among Singapore’s startup supporters or the transitions happening in France was incredibly meaningful. Also, I like trying new things every year, so last year, we introduced the “Triangle Session” format: three speakers and one moderator. We picked specific themes such as legal affairs, accelerators, or entrepreneurship education, and limited the time per session to just 15 minutes, to keep the speakers focused on sharing what initiatives they were undertaking. In previous years, we had larger panels with about ten speakers, but the content often became too broad. Participants told us they wanted to dive deeper into specific niches and hear how three different companies handle the same challenge. When I first proposed a 15-minute limit, neither the speakers nor the Tokyo government officials could imagine achieving anything in such a short window, so they were skeptical. But it turned out to be a massive hit. The goal wasn’t to tell the whole story on stage, but to provide just enough essence to spark a direct conversation or a follow-up later. Creating that spark was the major development of last year’s Summit. Sugihara: That 15-minute format sounds like something that could be applied to many other types of conferences. Fujimoto: Absolutely. I’d love for others to adopt it. Over the past year, our association has been continuously conducting an “Ecosystem Survey”, and we’ve visited roughly 20 countries to study their local scenes. There’s no point in us keeping that knowledge to ourselves. Whether it’s a unique conference format, a workshop style, or a specific program we saw abroad, we want to share those ideas. Even if we don’t implement them ourselves, it’s important that someone else is able to do so. Sugihara: I imagine that it must be intimidating to reach out to a lot of very busy leaders for these events, but is that process usually smooth? Fujimoto: I think this is a testament to what we’ve built over the years. Most people seem to trust that “if the association is doing it, it’s going to be worthwhile”. Rather than saying “Hmm, we’ll think about it”, they usually say “Let’s do it!” almost immediately. I believe this is possible precisely because everyone, including our founding supporters, recognizes the necessity of this activity. I also believe the fact that we operate as a non-profit is a major reason why people are so willing to accept our requests. We aren’t looking to turn this into a profitable business, but acting purely for the sake of the ecosystem. Our hope is that the association’s events serve as a catalyst for what each participant is working on to be shared with the wider world. If this were a request for cooperation coming from a specific private company for their own business interests, I don’t think things would go nearly as smoothly. ◆Global Trend: From Startup to Scale-up Sugihara: I’ve read the association’s reports as well, and I’d love to hear about the major global trends you notice during your travels. Among those, you pointed out a transition from startup support to scale-up support. Is this a shift that is happening right now? Fujimoto: It sure is. Over the last two years, the term ‘scale-up’ has exploded globally. Previously, it was lumped into the general category of startups, but now startups and scale-ups are being treated as two distinct nouns. Currently, many countries are discussing startup policies and scale-up policies separately, as well. Sugihara: Why has it become necessary to differentiate the two? Fujimoto: Take France, for example. They began enacting startup policies about ten years ago and have since seen the emergence of rapidly growing companies called ‘unicorns’. From a government perspective, if you are investing tax dollars to maximize employment and tax revenue, you eventually need to help those companies grow to a certain size. While startup initiatives are about broadening the supporter base, scale-up initiatives are about building higher, aiming for the scale of a company like Google. Because the support required for these two phases is entirely different, they are now being discussed as separate entities. Sugihara: Is this a different nuance from what we typically call “growth” companies in Japan? Fujimoto: The term ‘growth companies’ is used in Japan, but the difference between that and the global definition of scale-up lies in the trajectory of the growth. While growth company often implies linear progression, scale-up refers to non-linear, J-curved growth. Rather than just growing slowly over a long period, it’s the argument that we need to create scale-ups that grow at explosive speeds, right now. Over the past year, to the degree that the terms are different, Japan has begun to realize that building higher carries the same degree of importance. While it hasn’t been fully codified into policy yet, Japan is poised to change by following the examples of leading nations. Actually, in one sense, the Tokyo Metropolitan Government was ahead of the curve here. When they announced their strategy last October, they were already beginning to distinguish between the terms startup and scale-up. ◆How a New Company Was Established: Japan’s Globally Competitive Sense of Speed Sugihara: That’s great! To focus specifically on scale-ups, you recently co-founded a new company called FoundersNation with Mr. Nagura. How is this new company segregated from the Startup Ecosystem Association? Fujimoto: The Startup Ecosystem Association does not provide individual support to specific industries or companies. After all, we’re structured to develop the ecosystem as a whole, and focus on the big picture. However, as we were continuing our work, we were receiving more and more requests for help from individual startups or specific industries. From the association’s standpoint, I had to decline these requests because we must remain neutral, but I constantly felt the dilemma about being unable to act on these specific needs. This sense of urgency became even stronger as the scale-up trend took hold. Laying the soil where an ecosystem can grow takes a very long time. While we can eventually build an ecosystem that produces scale-ups organically, I felt that if we simply waited for that to happen, Japan would lose its competitive edge on the world stage. Right now, the number of players we have in this specific niche is overwhelmingly small, and we don’t have the luxury of time. I decided that we needed a separate, for-profit entity specifically dedicated to supporting scale-ups. That is why we established a new company. ~To be concluded in Part 3~ Interview conducted by D-POPS GROUP’s advisor Genta Sugihara. Startup Ecosystem Association President: Ayumi Fujimoto Address: 15F Toranomon Hills Business Tower, 1-17-1 Toranomon, Minato, Tokyo Established: March 30, 2022 Website: https://startupecosystem.org/home-en In the third and final part of the interview, we discuss: ・The Joy of Creating Something from Zero Learned at Google ・Resolving the Gender Gap ・Japan’s Future Strength: Turning Technology into Business and Communicating It ・Defining a Startup Ecosystem ・And other topics Be sure to check it out here: https://d-pops-group.co.jp/en/column/startupecosystem-part3/
  • Interview
2026.04.02
[Founder Interview #3] Ayumi Fujimoto (Startup Ecosystem Association) – Part 1
From Startup to Scale-up: Mutual Growth and Realization of an Advancing Ecosystem D-POPS GROUP is engaged in a wide range of initiatives to support the evolution of Japan’s Venture Ecosystem. For this article, we interviewed the Startup Ecosystem Association’s President Ayumi Fujimoto, a leader who shares our vision for Japan’s entrepreneurial future. (This interview was conducted in January 2026.) In Part 1 of this three-part series, we jump into the story behind the association’s founding and the urgent challenges facing startups revealed by their field research. In fact, these issues often prove more crucial than raising funds. ◆The Origin Story: A Three-Year Vision and a Public "Declaration" Sugihara: Thank you for agreeing to this interview, Ms. Fujimoto. In March 2022, you founded the Startup Ecosystem Association, an organization whose mission closely aligns with D-POPS GROUP’s goal of realizing a thriving Venture Ecosystem. Ms. Fujimoto, could you start by telling us how the Association came to be? You established it while serving as Plug and Play Japan’s CMO, correct? Fujimoto: That’s right. While we officially launched in 2022, the concept actually dates back to 2019, shortly after I joined Plug and Play Japan. At that time, the category of “Accelerator” was just starting to gain recognition in Japan, and various players were emerging. I felt that while one company can only do so much, if we could foster horizontal connections and broader collaboration, we could create a true platform where startups can grow (in other words, an ecosystem). I was actually writing a proposal for a networking entity back then, though I didn’t call it an association yet. However, the internal feedback at the time was, “We see the value in it, but it’s not really feasible at this point.” So, I put the idea on the shelf for a while. What got me moving again on this idea was an invitation to the one-year anniversary event for CIC Tokyo. I was part of a panel discussion with Manabu Miyasaka, the vice governor of the Tokyo Metropolitan Area, and Masaru Nagura from CIC Tokyo. During the panel, somehow the discussion turned to, “We need better horizontal connections to cultivate the right soil for startups to grow, for sure.” At that point, I mentioned my old concept for an organization, and Vice Governor Miyasaka immediately commented, “Someone should totally do that!” By the end of the session, caught up in the momentum, I declared half-jokingly and half-seriously: “Well, in that case, I guess I’m going to do it, ha ha!” That evening, I immediately dug up and revised my old proposal and sent it to the session participants before midnight. Mr. Nagura, in particular, gave me a strong push. He said “Let’s do this together,” which helped me decide to proceed. That was late 2021. It was a time of great uncertainty due to the pandemic, but that only strengthened our resolve: we needed to connect with supporters to fortify Japan’s ecosystem. ◆Forming a Network of Supporters Sugihara: When you talk about horizontal connections, are you referring to a network of startup supporters rather than the startups themselves? Fujimoto: Yes, we focus on the former. We saw a problem where the government, local municipalities, corporations, and individuals were all trying to make progress, but for whatever reason, they were doing so separately, creating an environment where it’s hard to collaborate. Our role is to bridge the gaps between all of those entities. Around the same time, I reached out to Mr. Sunagawa (President of the Startup Kyokai Association), and he told me, “Actually, we’ve been thinking about exactly the same thing.” In the end, about four different support organizations were born around the same time. While our specific objectives differ, we all share the common goal of creating an environment where startups can grow and contribute to the Japanese economy, and we continue to collaborate closely today. Sugihara: Regarding Plug and Play, did they eventually agree to let you operate as a separate entity? Fujimoto: Yes. When I spoke to the management team again, they understood that it was necessary for the industry as a whole. However, we reached a consensus that it should not be the proprietary project of one company, but rather a General Incorporated Association with a neutral standpoint. Sugihara: Were you already well-acquainted with Mr. Nagura and Vice Governor Miyasaka before that panel? Fujimoto: We had only met a few times. However, I had previously appeared on a TV program with Mr. Nagura, which led to him inviting me to the CIC Tokyo event. If it weren’t for that invitation, this association wouldn’t exist today. I’m truly grateful for that connection. ◆Building a Collaborative System Sugihara: Looking at your association’s official website, you have an incredible lineup of individuals, ranging from the Tokyo Metropolitan Government and prominent serial entrepreneurs to investors and even high-level politicians. How did you manage to build such a powerful network? Fujimoto: To be honest, I don’t think I could have rallied these people back in 2019. It was the timing of 2022 that made it possible. In the middle of our continuing operations, many players within the ecosystem were beginning to feel a genuine need for better collaboration and idea exchange. Mr. Nagura and I sat down and literally wrote out a list of every single person we knew who we felt was essential to this ecosystem. From there, we approached them one by one, saying, “We want to build this framework, and we would really appreciate your backing on this.” At that stage, our specific activities hadn’t even been fully decided yet, but everyone gave us an immediate “Yes, this needs to happen,” and agreed to join as supporters. All of these politicians, economic organizations, and corporations support startups from a variety of different angles. I believe that simply gathering their collective wisdom and networks in one place provides immense value to the entire ecosystem. Sugihara: What specific roles do you expect from these supporters? Beyond just having their names on the roster, do they give speeches at general meetings, provide advice on specific issues, or anything like that? Fujimoto: While we have certainly benefited from these esteemed individuals speaking at our events, we are very intentional about not making their commitments feel like a burden. Instead of giving our supporters a sense of duty, our goal has been to have a flat, transparent relationship where we can exchange information and seek advice whenever necessary. Even without demanding a deep commitment, everyone is extremely positive about the development of the ecosystem. Because they believe this is a necessary space, we’ve been able to build a collaborative structure that is flexible yet incredibly strong. ◆The Three Pillars: Information, Equality, and Global Reach Sugihara: Could you tell us exactly what the Startup Ecosystem Association’s job is? Fujimoto: Certainly. There are three primary pillars of our work. The first is gathering and sharing information from within Japan. You could say we’re the ecosystem’s version of Google, with the goal of collecting information, organizing it, and making it easily accessible. (Note: This is a reference to Google’s mission, “to organize the world’s information and make it universally accessible and useful”.) One specific example of this is the Startup Ecosystem Summit, which we hold annually. Usually, these types of startup events feature startup companies on stage. Our summit is unique because rather than featuring startups, we feature the supporters, instead. Representatives from corporations, the national government, and local municipalities present on the specific support programs they are currently offering for startups. While this is also aimed at startup companies, our real aim is to strengthen information sharing within the community of supporters. It’s surprisingly common for one organization to have no idea what the one next door is doing. By creating this annual forum, we create opportunities for people to notice how others have evolved and find interesting new ways to collaborate. The second pillar is eliminating information inequality for startups specifically. Startups face countless hurdles as they grow, and I feel the biggest gap is often just information. There are so many obstacles that could be avoided if the founders simply knew enough. To solve this, we are building a comprehensive database that includes support information from a wide range of providers, beyond just those who speak at our summit. We also launched support for recruitment—a major pain point. Career fairs are expensive, for sure. So it’s hard for a startup to justify spending 400,000 to 500,000 yen when they aren’t even sure they’ll find the right fit. We partnered with the Tokyo Metropolitan Government to host career fairs and recruitment events. One insight we gained was how students who want to intern at a company feel intimidated to cut into a booth full of conversing adults to ask them about it. This led to the creation of an event exclusively for students we call “Internship Fest”. Facilitating these connections and information flows for startups is our second pillar. The third is global collaboration. The ecosystem doesn’t end at Japan’s borders. We want to connect with ecosystems worldwide. There is a demand to bring overseas startups to Japan, and a reciprocal need to help Japanese startups expand abroad. We act as a bridge for these global needs. Everything we do revolves around these three axes. ◆Solving Real-World Challenges: Recruitment and Sales Over Funding Sugihara: That’s true! When people think of startup events, they usually imagine startups pitching while investors act as judges. That’s the standard format for events hosted by VC funds and financial institutions. An initiative that allows everyone to see how to help startups and puts the supporters center-stage is something you rarely find anywhere else. Fujimoto: Exactly. I don’t think anyone else is doing it. I feel it’s the kind of activity that is only possible for a non-profit like a General Incorporated Association. It’s hard to turn into a business, but it was one of those things that everyone knew was missing. Furthermore, we recommend policies to the government. There is currently a gap where government officials can’t easily hear from people who are actually in the thick of things. We take the lead on conducting research to capture exactly what startups are struggling with right now and deliver those insights directly to the government. Sugihara: That ties back to what you mentioned earlier regarding information inequality and recruitment challenges. Hiring is arguably one of the hardest hurdles for any startup to clear. Fujimoto: It really is. And that insight actually came straight from our research. While the world is full of support programs for fundraising, our data showed that only about 30% of startups cited funding as their primary struggle. The vast majority were actually struggling with two other things: hiring and sales. Despite this, there were almost no support programs available for these areas. There weren’t many places providing clear and specific guidance, which is why we worked with the Tokyo Metropolitan Government to build career fairs from the ground up. As of this year, we’ve actually transitioned those career fairs to run independently as official Tokyo Metropolitan Government projects. We see our role as having created the initial spark and the framework to get it moving. ~To be continued in Part 2~ Interview conducted by D-POPS GROUP’s advisor Genta Sugihara. Startup Ecosystem Association President: Ayumi Fujimoto Address: 15F Toranomon Hills Business Tower, 1-17-1 Toranomon, Minato, Tokyo Established: March 30, 2022 Website: https://startupecosystem.org/home-en Next, in the second part of the interview, we discuss: ・Startup Ecosystem Summit ・Overseas Collaboration ・Global Trend: From Startup to Scale-up ・How a New Company Was Established ・And other topics Be sure to check it out here: https://d-pops-group.co.jp/en/column/startupecosystem-part2/
  • Interview
2026.03.26
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