202510.15
Sea Pulse to the Future aims to build a better future for the sea, from the perspective of a company nurtured by the sea.
We asked two project representatives to share the background and inspiration behind the project's launch.
What do you think the ocean will be like in 2050, 25 years from now?
And what kind of ocean would you love to spend time in?
FURUNO's Sea Work Experience Program, held this July for elementary school students on summer vacation, explored the idea of living on the ocean by 2050 under the theme of Coexistence and Co-prosperity with the Sea. The sea of the future that the children depicted was a thrilling world that surpassed the imagination of adults.
Why does FURUNO invite children to think together about the sea of the future? We spoke to Brand Communication representatives Ryutaro Noguchi and Lorys Cotten about their thoughts.
(Left) Lorys Cotten, Brand Communication Section, Corporate Planning Department
(Right) Ryutaro Noguchi, Brand Communication Section, Corporate Planning Department
A future lifestyle of seamless connection between land and sea
──What kind of pictures did the children create?
Noguchi：Many of the drawings depicted a seamless relationship between sea and land, where the sea naturally became a place to live and a part of daily life. The sea surface, the underwater areas, and the seabed have become living spaces just like the land, and drawings even depict what kind of transportation would be needed for that. Some examples are elevators that can freely travel to the ocean floor and trains that run underwater. They even considered the kind of energy that would have to be used and the methods for waste disposal.
They came up with many ideas not only about how to use the sea as a place to live, but also what to do to make the sea a fun place to enjoy. One child envisioned a deep sea theme park that treated the ocean itself as a giant aquarium, featuring a massive tank built beneath a sea-surface city where visitors could gaze in from outside or swim alongside the creatures.
Lorys：Adults inevitably judge things based on whether they're feasible. But children don't set limits for themselves and have such vivid imaginations, so they came up with truly diverse ideas. This also made us think about how we could achieve their ideas, and it was a great learning experience. We tend to lean towards thinking that centers on our development capabilities, valuing ideas that build on our own technology and strengths. But when considering the future, the ideal future freely imagined by children reminded me of the importance of thinking that is focused on needs as well as development capabilities.
Noguchi：When we readjust our thinking to also see the ocean as a place we can live on and in, the potential of what we can do expands, and we feel a desire to respect it. After envisioning the future, we discussed the things that we ourselves could do, and the children candidly expressed their opinions, such as needing to reduce marine litter and wanting to protect the fish. It is this process of thinking about the future of the sea in concrete terms that makes issues related to the ocean feel like something in which you are personally involved.
The number of people who like the sea is actually decreasing yearly
──Why does FURUNO want children to have love for the sea?
Lorys：The question of how to protect the oceans is a pressing issue for FURUNO's business. It is because we have such an intimate connection to the sea that we are truly committed to protecting it. However, of course, we cannot protect the future of the sea all on our own. The younger generation will shape the future, so we want them to feel inspired to protect the sea. When thinking about the issue from that angle, spreading love for the sea became a very important idea. Because if people do not have love for something, they will not feel motivated to protect it.
Noguchi：There’s a reason we feel this way, and the data backs it up. According to the Nippon Foundation's Survey on Japanese People's Relationship with the Ocean, the percentage of people who answered "I like the ocean" has decreased yearly from 57% in 2019, falling to 44% in 2024. Furthermore, awareness of marine issues such as rising seawater temperatures, climate change, and changes in ecosystems and overfishing had also significantly declined compared to 2022. After all, if you don't love the sea, you won't have a personal interest in its problems. And that is exactly why we believe that spreading love for the sea is, above all, the key to protecting it.
Lorys：One reason we are hearing from people as to why they don't take action to protect the sea is that they don't know what to do. Though people and the sea are intimately intertwined, we don't often have opportunities to be aware of that bond. So we thought, why not create those opportunities ourselves through branding activities? That's how Sea Pulse to the Future began. From the standpoint of a company nurtured by the sea, we members of the Brand Communication Section are spearheading a project to ensure the ocean's future under the three themes of Spreading Love for the Sea, Protecting the Sea, and Building a Better Future for the Sea.
Spreading the seeds for the future across the world
──One of your activities to spread love for the sea are the events with Official FURUNO Ambassador Kawachan, Captain Sakana.
Noguchi：That's right. This initiative uses quiz shows with Captain Sakana about fish and environmental issues to help people connect with the ocean in a fun way. Some children have participated so many times, they've completely memorized the quiz answers.
Lorys：Captain Sakana also made an appearance at the Koshien Kids Festa held in September. We are also actively collaborating with other companies. This summer, we collaborated with MUJI, the Ministry of the Environment, and seaweed farming specialist Sumaura Suisan to host the event Umitte Subara-Sea! (The Sea is Amazing!). What may be difficult for a single company to achieve can be accomplished through co-creation, creating opportunities for people to connect with the ocean. That is precisely why we place such great importance on this kind of collaboration.
Noguchi：In fact, the Sea Work Experience Program we talked about earlier is one part of the Protecting the Sea initiative. In addition, we partnered with high schools in Hyogo Prefecture to create opportunities to discuss marine plastic pollution issues, encouraging students to engage in discussions. We also conduct activities to help the younger generation learn about the ocean and provide opportunities for them to think about it. What would make me happy is if, starting this very moment, people felt compelled to think that we have to do something about the ocean and that they want to make the ocean a better place, and then decided to pursue a career as an engineer or researcher, or even join FURUNO. This isn't an initiative that yields immediate results. It's sowing seeds for the future.
Lorys：The children who participated in our program will go on to share what they learned with their families and friends, and the circle of Protecting the Sea will expand even further. One time, a child who attended the event wanted others to hear about it too, so they asked their principal if other children could have that same opportunity. As a result, we were able to hold the event for the entire student body of about 400 students. This was a memorable moment for us as well, as an example of seeing an elementary school child let their feeling of loving the ocean transform into actual action related to the ocean. This moment led to environmental learning events being held regularly at several elementary schools in Nishinomiya City every year.
──What kind of initiative is Building a Better Future for the Sea?
Noguchi：We think of "building" as activities that contribute to the ocean using FURUNO technology. For example, Osaka Prefecture's Osaka Blue Ocean Vision declaration contains the target of completely eliminating additional pollution that has arisen from marine plastic waste by 2050, and to work towards that goal, FURUNO partnered with the Osaka Prefectural government and the Osaka University Graduate School of Engineering to launch a project in February 2025 that aims to eradicate refuse from Osaka Bay and make it the cleanest bay in the world. FURUNO contributes to Building a Better Future for the Sea activities by providing its specialized knowledge, expertise, and technology related to the ocean.
Lorys：Currently, we are focusing our activities around Nishinomiya, where our headquarters is located. However, since FURUNO has branches worldwide, we would like to expand the scope of these activities further going forward. We are already engaged in initiatives such as beach cleanups and supporting environmental protection organizations, and we plan to build on this shared devotion to Sea Pulse to the Future to strengthen our collaborations and expand our activities globally.
The launch of Ocean 5.0: a turning point
Noguchi：Since the Brand Communication Section was established in 2019, our foundation has been built on the desire to increase the number of FURUNO fans as much as possible. In addition to this, in 2022, we began developing the concept of sustainable branding, which involves engaging in activities that positively impact society. This led to the concrete launch of Sea Pulse to the Future in 2023.
In 2048, FURUNO will celebrate 100 years since inception. As an ultra-long-term policy looking towards that future, we formulated the 100-Year Corporate VISION: Ocean Gift for ALL. Furthermore, in the future society concept Ocean 5.0 envisioned by FURUNO based on our expectations of what the world will be like by 2050, FURUNO has established important themes where it can make significant contributions. This is the guiding principle for FURUNO to continue evolving and remain a company that benefits society.
Through FURUNO clearly articulating our corporate vision as one that is centered on Co-prosperity with the Sea, we feel like the Brand Communication Section has also resultingly broadened its perspective and advanced to a new level. And the rationale behind Sea Pulse to the Future has also become clearly communicable. Initiatives that previously appeared unconnected have now been grouped together within the context of Ocean 5.0, leading to a more consistent branding strategy.
Lorys：As an external ripple effect, over the past year or two, an increasing number of new hires have joined FURUNO specifically because they knew about our Sea Pulse Project and wanted to be involved. This is truly a wonderful change.
Noguchi：Things are changing within the company too. The awareness rate for Sea Pulse to the Future is currently 65%, meaning some people are still unaware of it. However, the satisfaction rate for the Project among those who are aware stands at an impressive 90%+. Additionally, the percentage of people who said they would like to cooperate with branding activities also increased significantly, from 38% to 63%. The number of people bringing their families to participate in events has been increasing yearly, and I feel the events are becoming exciting occasions for the entire company.
Lorys：To create a future of Coexistence and Co-prosperity with the Sea, I believe two pillars are essential. The first is technology. FURUNO possesses an accumulation of data and experience, as well as cutting-edge technology. It is precisely because we have these things that we can achieve our desire to protect the ocean, and I believe we have a responsibility to do so. The project of not merely protecting the sea of today, but also building a better future for it, is something only a technology company can achieve.
The second pillar is emotion, or desire. No matter how much data or technology we have, it won't be put to good use if there is no desire to protect the ocean. There is a saying by the Renaissance French writer Rabelais: "Knowledge without conscience is nothing but the ruin of the soul." I'd like to add to that: "A conscience without knowledge is nothing but the ruin of your dream." I believe that only when both desire and technology come together can we achieve a world where humans and the sea exist in harmony.
Noguchi：I agree completely. Technology and desire are both essential. I believe that it is because we are a technology company that we have a role only we can fulfill. Sea Pulse to the Future is an initiative serving as a bridge to achieve Ocean 5.0. A society that loves the sea, and is populated by people who live in harmony with it, cannot be built by us alone. Through this project, we hope to continue expanding our circle of partners who will help shape the future of the sea together.
