The SDGs set out 17 shared goals to shape a sustainable future where no one is left behind. Inspired by this vision, JR Hokkaido (Hokkaido Railway Company) and Hokkaido University joined forces to host a brand-new initiative aimed at creating value beyond those goals for the very first time.

Titled “New Value Creation Contest: Creating the Future! The 18th SDG,” the contest invited Hokkaido University students to propose ideas for creating new value based on JR Hokkaido’s business. A total of 147 proposals were submitted, brimming with diverse perspectives characteristic of a comprehensive university, from healthcare, well-being, the human mind, and AI.

On December 8, the award ceremony took place at the Conference Hall on the Sapporo campus, bringing together participating students and judges from JR Hokkaido and Hokkaido University. In his opening remarks, Hokkaido University President Kiyohiro Houkin commented that it was “wonderful to be able to discuss new value creation together with JR Hokkaido,” adding that he was excited to learn from the students’ proposals, which he expected would contain many valuable insights.

Out of 147 entries, the Gold Prize was awarded to Yuki Nishiwaki, a third-year student in the School of Economics, for the proposal titled “Turning Stations into Hearths that Circulate the Warmth of Knowledge.” The concept envisions railway stations as communal hearths, with Hokkaido University’s expertise serving as the spark. By installing satellite campuses and remote medical booths at stations and leveraging JR’s transportation network, the idea aims to spread “knowledge and warmth” across Hokkaido, sparking new industries and innovations.

After receiving the award, Nishiwaki shared a personal note: “I’ve always loved trains. When I visited the Nemuro Line on its last day of service, I was struck by how well-maintained the stations were, even just before closure. It made me realize the potential for stations to connect communities, which inspired my proposal.”

During the closing remarks, JR Hokkaido’s judges expressed admiration: “Many proposals focused on aspects not covered by the 17 SDGs—particularly the theme of ‘heart’—while capturing Hokkaido’s unique characteristics. We also sensed that, although 70% of Hokkaido University students come from outside the region, they see living in Hokkaido as a personal commitment.”

Professor Hiroyuki Kamiyama of the Graduate School of Media and Communication, who served as a judge, added: “I hope this initiative will spark new approaches to regional revitalization and sustainable public transportation, contributing to value creation in a Japan facing population decline.”

The event also featured a special lecture by Koji Yamada, the Director and Deputy General Manager of General Planning Headquarters at JR Hokkaido. He spoke about the challenges and opportunities of operating railways under Hokkaido’s unique climate and geography, development projects built on that foundation, and ESG initiatives in corporate activities. The Q&A session was lively, with students asking about topics ranging from synergy between Shinkansen and conventional lines to railway management during the era of Japanese National Railways—showcasing their keen interest and engagement.

Written by Ayumi Hasegawa, Public Relations & Communications Division
Photos by Natsuko Koyasu & Ayumi Hasegawa, Public Relations & Communications Division