Sharing Economy

June 30, 2025. Japan is in the midst of its rainy season. However, there have been abnormal weather conditions such as scorching hot days and sudden heavy rains. Some even say that Japan no longer has distinct seasons.

In recent years, umbrella rental booths have started appearing in various places.
This is an umbrella sharing business started by a company called Aikasa.

In Japan, there is a deeply ingrained habit of purchasing disposable plastic umbrellas at convenience stores to cope with sudden rain, which are then left behind or discarded. It is estimated that approximately 80 million umbrellas are consumed annually. This poses a significant environmental burden and presents numerous challenges from the perspectives of urban aesthetics and waste management. Against this backdrop, umbrella sharing services have emerged. This system, which allows users to borrow umbrellas from stands at stations or commercial facilities and return them at another location, not only offers convenience but also contributes to reducing environmental impact.

This umbrella sharing service goes beyond mere tool sharing, bringing about changes in urban functions and people's behavior. First, it creates a new freedom of movement that does not require carrying an umbrella in case of sudden rain. Additionally, commercial facilities and cafes that serve as sharing stations contribute to the local economy by encouraging users to linger and make purchases. Furthermore, the accumulation of usage data holds the potential to optimize urban traffic flow and weather response, playing a role in the development of smart cities.

While the primary purpose of a company in capitalism is profit, new platforms like sharing services and changes in consumer behavior can bring improvements, solve social issues, and even drive transformation at the institutional and policy levels. People engaged in such initiatives are apparently referred to as "policy entrepreneurs."

The emergence of YouTube has transformed the environment surrounding copyright, spawned new monetization methods, and laid the foundation for social media.
Uber, known as "white taxis" in Japan, is transforming road traffic laws through its new ride-sharing service.
Airbnb prompted the addition of a new law for short-term rentals to the Hotel Business Act.
The launch of Timee's service is helping to establish the habit of spot work.

The deterioration of politics has been a topic of concern for some time.
It may be self-inflicted, but politicians are constantly under fire, criticized, and subjected to unfair evaluations. Politicians do not appear in children's "dream job rankings." Once upon a time, the top job destination for Tokyo University graduates was the Ministry of Finance, but now it's foreign consulting firms.

The era where "politics changes society" is coming to an end, and we are transitioning to an era where "the economy designs reality." Of course, economic activities require regulation and ethics, and politics is not completely unnecessary, so we cannot simply dismiss the deterioration of politics with a single phrase. However, the reality is that the driving force for change is shifting toward the economy.

We at UNIVA Group believe that the economic activities we engage in as social participation are a step toward a brighter future.
Armed with the perspective of "policy entrepreneurship," let's set out on a journey to change the world!!

ZYX Inc.
Representative Director
Fumiaki Nakaya