Immersive Activation of “KANDO”
Yamaha Motor Turned a Word You Can't Translate Into a Room You Can Walk Through
The translation and summary on this page were generated with AI. Some expressions or proper nouns may be translated inaccurately, so please check the English original for the precise content.
AI Translation Summary
Yamaha Motor calls itself a "Kando Creating Company," but its hardware image made that abstract idea feel distant to younger audiences. So at the Japan Mobility Show 2025 it built a multi-sensory installation — 13 displays and a 36.3-channel sound system — that recreates the mental "flow" state where you lose track of yourself in a moment. Rather than explaining Kando, the space lets you feel it just by walking in. It drew 312,000 visitors, about 30% of everyone at the show.
Cultural Context
"Kando" (感動) is an everyday Japanese word for being deeply moved — the rush of satisfaction and excitement at something remarkable. Yamaha Motor has adopted it as its trademarked corporate philosophy, which is why the exhibit keeps the word untranslated and glosses it on a footnote for international visitors.
Entry Information
Summary
[The Challenge] While Yamaha Motor is a "Kando Creating Company," public perception tied to hardware images made its abstract philosophy remote to Gen Z, who value experience over ownership. [The Idea] Returning to our founder's vision that enjoying life stems from active immersion, we shifted from a machine manufacturer to a company designing "moments of immersion." Fusing internal human research (science) with creative expression (art), we built a multi-sensory environment visualizing the Flow state, where the self-world boundary blurs. [The Outcome] Unveiled at the Japan Mobility Show 2025, it attracted 312,000 visitors (30% of total attendees), delivering the essence of Kando intuitively without words to a new generation.
Strategy
[The Platform] Unlike standard PR, the Japan Mobility Show is a unique stage to present corporate philosophy. We strategically used this event to introduce a novel visual tool, allowing younger audiences to feel the core essence of Kando intuitively without traditional advertising. [Science x Art] Our strategy relied on close collaboration between internal researchers and artists. Focusing on the Flow state mechanism, where external noise fades and self-surrounding boundaries blur during focus, we translated scientific insights into spatial expressions via creative intuition. [Spatial Triggers] Combining optical flow that guides the gaze with multi-dimensional time layers as fluid afterimages into spatial audio, we engineered a space where simply walking through triggers peak immersion.
Execution
[Multi-Sensory Space] We turned the booth into a massive installation manifesting human research. •Visuals: A spatial setup of 13 displays rejected linear time, visualizing overlapping fluid landscapes perceived during peak focus (the "zone"). •Audio: Utilizing Yamaha's proprietary AFC technology, a 36.3ch audio environment enveloped visitors, replicating the stillness of deep focus. [Production Base & Rollout] The creative was built as a programmable system. This flexible base allowed us to control speed parameters and afterimages, vividly rendering each environment across Yamaha’s diverse fields—land, sea, and beyond. Postcards were given, and high-quality videos were released on YouTube as a supportive digital touchpoint.
Results
[Tangible Engagement] The activation recorded 312,000 visitors (30% of total attendees), becoming a key point of interest. The YouTube video functioned as a supportive digital touchpoint, delivering the brand's philosophy beyond the physical venue. [Perception Shift] Through multi-sensory storytelling, we communicated Yamaha's identity as a Kando Creating Company. Visitors noted "sound shapes the brand" and "authentic," proving that even audiences who had never ridden our products could connect viscerally. [Internal Impact] The project brought fresh perspectives to our workforce—shifting mindsets from assembling machinery to designing human possibility, successfully sparking corporate pride and a shared purpose.