Canon Singapore has introduced a new campaign, #iamkyosei, to deepen its connection with Generation Z by celebrating creativity, diversity and a drive to create positive social change. The campaign is rooted in Canon’s long-standing corporate philosophy of Kyosei, a Japanese term meaning “living and working together for the common good”. It aims to highlight how the brand’s values align with the perspectives and aspirations of today’s young people.
Canon, known for its imaging technology, has consistently sought to innovate while keeping social responsibility at its core. By linking #iamkyosei to this principle, the company reinforces its belief in fostering creativity and encouraging a culture of inclusion and accountability. The initiative comes as heritage brands look for authentic ways to connect with younger audiences while staying true to their identity.
A youth-first approach to brand connection
The #iamkyosei campaign recognises that Gen Z expects more from brands than just quality products. Today’s young consumers value purpose-driven action and cultural authenticity. Canon’s approach highlights this generation’s appetite for accountability, digital fluency and meaningful relationships. By embracing their transformative spirit, the company strengthens its image as a forward-thinking brand that helps shape a more connected and compassionate society.
Toshiyuki Ishii, President and CEO of Canon Singapore, said the campaign reflects a fundamental shift in marketing. “We are witnessing a fundamental shift in marketing today, where brands are defined not only by the products they sell but also by the change they inspire,” he said. “With #iamkyosei, we celebrate youth by acknowledging their perspectives. This ensures inclusivity and cultural authenticity in everything Canon does and reflects our long-standing kyosei philosophy which continues to guide our community initiatives across the region.”
Supporting young creators and internal culture
Canon is also using #iamkyosei to invest in emerging creative talent. This year, the company partnered with the Photographic Society of the National University of Singapore (NUSPS) for Montage 2025, an annual photography event that features competitions, seminars and workshops with industry professionals. Through such initiatives, Canon offers young photographers opportunities to explore their craft, present their work publicly and gain insights from experienced mentors.
Internally, Canon Singapore is reinforcing the Kyosei philosophy among its employees. The company has produced a series of staff-created videos that showcase how its people live out the values of collaboration, integrity and social impact. These stories demonstrate that Kyosei is more than a corporate slogan; it is a practice embedded across the organisation.
Positioning for long-term relevance
By championing youth voices and authentic engagement, Canon Singapore is positioning itself to remain relevant in a competitive and fast-changing market. The #iamkyosei campaign blends brand heritage with new cultural cues, seeking to appeal to Gen Z’s sense of identity and purpose while strengthening the company’s long-standing reputation for innovation and community impact.
