SK-II Studio (TM) returns with the film BEYOND THE STADIUM to support Tokyo women entrepreneurs as they struggle to keep their dreams alive


The pandemic was a severe setback for small businesses around the world, and in particular in Japan with the postponement of the Tokyo 2020 Olympics. 87% of female business owners worldwide are affected by the pandemic.1 This contributes to an already existing difficult climate Japan for women entrepreneurs. Japanese women who work for their own account are among the lowest in the G7 countries (4.4%) and well below the OECD average. 22% of women in Japan aim to start their own business, but only 5.3% of the Companies are owned by women.2

“Beyond the Stadium” provides a thought-provoking glimpse into combat that extends beyond the stadiums Tokyo. It celebrates the strength and resilience of women owned businesses and entrepreneurs who take their fate into their own hands and keep the business of their dreams alive during these challenging times.

Narrated by Kaori Momoi, award-winning actress and longest brand ambassador for SK-II, “Beyond the Stadium” contrasts the difficulties Olympic athletes face in making their dreams come true versus the challenges entrepreneurs and small business owners face Tokyo last year, compounded by the lack of expected visitors for the upcoming Tokyo 2020 Olympics.

“Beyond the Stadium” contains the stories of Olympic athletes – gymnast Simone Biles, swimmer LiuXiang, Table tennis player Ishikawa Kasumi, Badminton player Misaki Matsutomo and surfer Mahina Maeda as well as female entrepreneurs and small business owners in TokyoMay Odajima, Owner of a kimono shop “KIEN“, Reika Yasuhara, Owner of a Japanese ‘wagashi“Confectionery”DAISANMANENDOU HANARE“, Ai Hashimoto, Flower shop owner “ON FLOWERS“, Naoko Yoneyama, Owner of a Japanese rice ball shop “NY CAF also Natsuko Shiraki, Owner of an ethical jewelry store “HASUNA“.

With the publication of the “Beyond the Stadium” Movie, SK-II has also built a virtual shopping street–#CHANGEDESTINY STREET within SK-II CITY to showcase the stores of these women entrepreneurs Tokyo. Visitors can fall in to in any store to experience the unique craft of every entrepreneur – be it learning how to style a kimono in a unique way or how traditional Japanese sweets are made.wagashi“are given with a modern twist, while learning about their stories and explore the stores as if they were in Tokyo.

“In these unprecedented times that we find ourselves in, consumers have much higher expectations of brands and companies. We know we have an even greater social responsibility to and a force for the communities in which we operate To be good. “,“divided Markus Strobel, President P&G for Skin and Body Care. “#CHANGEDESTINY is at the heart of our brand purpose at SK-II. For years we have been celebrating that fate is not a coincidence, but a decision made through the stories of courageous women around the world “Beyond the Stadium” and our virtual shopping street within SK-II City, we are taking another step on our #CHANGEDESTINY journey. It means a lot to us to be able to help small businesses and women-owned entrepreneurs keep their dreams alive, even in these challenging times Tokyo as global partner of the Olympic Games Tokyo 2020. “

“Beyond the Stadium” is the eighthHa Original film started by SK-II STUDIO ™ this year after his debut film “The Middle Way” from the award-winning director Hirokazu Koreeda with the inspiring story of the swimmer Ikee rikakos Return to competitive swimming and the “VS” series – an animated anthology series of six films that explores what it takes to take fate into your own hands through real life stories from Olympic athletes – gymnast Simone Biles, swimmer LiuXiang, Table tennis player Ishikawa Kasumi, Badminton player Ayaka Takahashi and Misaki Matsutomo, Surfer Mahina Maeda, and Hinotori Nippon3, the Japanese volleyball team.

With this in mind, SK-II dedicates its #CHANGEDESTINY FUND4th on a program to assist small business owned women and entrepreneurs affected by the pandemic in Tokyo. Proceeds from the #CHANGEDESTINY FUND, value $ 500,000 is a year-long program to help small business owners and women owned by women in Tokyo With Shibuya city and METAL a Tokyo-based entrepreneurship network for women to equip them with digital and social skills, business networks and a platform to build and keep the business of their dreams alive in these unprecedented times.

To find out how the #CHANGEDESTINY fund program can help small businesses and women-owned entrepreneurs please visit

If you are a women-run small business or an entrepreneur based in Tokyo are interested in participating in the #CHANGEDESTINY Fund program, please register here:

1 Source: The MasterCard Index of Women Entrepreneurs (MIWE) 2020 report analyzes how women are making progress in companies in 58 global economies.
2Source: OECD Entrepreneurship at a Glance, based on Gallup data.
3 The “VS Limitations” by SK-II Studio was filmed in 2019 with the Japanese national team Hinotori Nippon from 2019. The athletes who appear in the films share the branded purpose of SK-II, #CHANGEDESTINY, and have often had real, life-changing experiences while under intense observation, pressure, and judgment. Your selection is completely independent of the Tokyo 2020 Olympic Games.
4th The #CHANGEDESTINY Fund was launched with SK-II STUDIO and donates $ 1 for every view scored in each SK-II STUDIO ™ movie to help women pursue their destinies for positive change cause.

About SK-II

For nearly 40 years, SK-II has touched the lives of millions of women around the world through skin and life transformation. The fascinating story behind SK-II began with a quest to find out why older sake brewers had wrinkled faces but exceptionally soft and youthful looking hands. These hands were in constant contact with the sake fermentation process. Scientists needed years of research to find the wonder drug PITERA ™. to isolate5, SK-II’s exclusive and naturally derived ingredient made from a proprietary fermentation process of a unique strain of yeast. Since then SK-II with PITERA ™1 has become a special secret shared by celebrities all over the world, like Tangwei, Ni Ni, Chun Xia, Haruka Ayase, Kasumi Arimura, Naomi Watanabe, Chloe Grace Moretz. For the latest news and detailed information, please visit


#CHANGE is the heart of the SK-II brand philosophy, which celebrates that fate is not a coincidence, but a question of choice. Inspired by the stories of women from around the world, #CHANGEDESTINY sheds light on the pressures they face and the universal “box” they are put into in the eyes of society. The award-winning #CHANGEDESTINY campaigns in 2016 include the “Marriage Market Takeover”, which puts the “Sheng Nu” and “Leftover Women” labels in the spotlight China, 2017 “The Expiry Date”, 2018 “Meet Me Halfwayand 2019’s “Timelines”, a documentary series in collaboration with Katie Couric on the evolving and controversial topic of marriage pressures and social expectations women face worldwide.


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