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Brand & Business: Hakuhodo to Launch University of Creativity in Spring 2020, Cultivating Human Creativity as the Capital for the Future

TOKYO, JAPAN — Hakuhodo Inc. is pleased to announce the establishment of UNIVERSITY of CREATIVITY (UoC) in spring 2020. By collaborating with academics and creators from various fields, UoC will welcome participants of all expertise to research, experiment with, and apply human creativity to sculpt future society.

For over 125 years, Hakuhodo has been dedicated to generating new value for society through creativity in advertising and marketing. Given the game-changing impact of digitalization through artificial intelligence, big data, and smartphones, we believe that it is now necessary to reconsider the meaning and potential of human creativity. Based on this belief, UoC will be established as a lifelong learning platform to understand and cultivate human creativity, and apply it to address the social issues of today.


“A learning platform that transcends traditional boundaries between industry/government/ academia, as well as between humanities/arts/sciences, to cultivate human creativity as the capital for creating the future.”

UoC will serve as a platform with three core formats: Mandala, dialogue with diverse specialists to cut into themes of next-era creativity; Research & Play, in-depth exploration of creativity by researchers and creators from industry and academia; and Future Sculpture, collaboration between corporations, governments, and academia to fuel new cultural movements.

Importantly, UoC will be a learning platform open to participants of all backgrounds. UoC’s Akasaka campus (Hakuhodo Inc. HQ, Akasaka Biz Tower, Akasaka, Minato-ku, Tokyo) will be specifically designed to encourage serendipitous encounters among participants. UoC research programs will also run at many places in the world through social projects.

In preparation for the official opening, the UoC team is currently engaged in program design, initiation of research, recruitment of creators and researchers, and campus construction. The team is united in making UoC a vortex of creativity where all participants can share the excitement of reshaping our future.

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