"Rakuten Cafe Shibuya FC Barcelona Floor" The person responsible speaks vol.1 "To be beyond the cafe"
Rakuten Co., Ltd. (President and CEO Hiroshi Mikkya) opened "FC Barcelona Floor" at Rakuten Cafe Shibuya Store 3F in commemoration of becoming the main global partner with FC Barcelona. So, Mr. Akihiko Kuroki, Director of Corporate Executive Officer Rakuten Co., Ltd., director of floor control, told us his passion for "FC Barcelona Floor".
Hidemi Sakuma
|
2017/09/22
- Could you tell me from the beginning of the FC Barcelona floor?
Black wood：楽天は7月1日から、「FCバルセロナ」（以下、FCB）の 「メイン グローバルパートナー」および「オフィシャル イノベーション＆エンターテインメント パートナー」となりました。
FCBHas traveled with the community and society for over 100 years, "More than a club(Presence over the club) "is recognized as. Meanwhile, our company celebrating its 20th anniversary since its establishment, we will contribute with local communities and society from the very beginning, "More than a company(Existence beyond the boundaries of companies) "aiming to become like.
Rakuten and the FCB have decided to join together in partnership with helping organizations that share similar values.
――お互いに素晴らしい価値観を抱くからこそ実現されたのですね。
Black wood:I agree. Among them, when thinking about how to appeal the partnership, we decided to contribute to society by involving the community and people.
Rakuten is a company that mainly deals with Internet services, but I also wanted to create a mechanism that deepens the connection with people even in the real world.
So, if you tried and errored what you could do in the real world, our idea came out, "What if you try to make the third floor of Rakuten Cafe the FC Barcelona Floor?"
The Barcelona Floor is suitable as a place to share values with the supporters, which is quite suitable for the purpose of this time, so we decided to open it as a "sacred place" for domestic FCB fans.
- As a sacred place, you are likely to be able to transmit various things from now on.
Black wood:That's right. I would like to make it possible for customers who have used Rakuten Cafe to be more than cafes, including FCB fans, as well as customers.
Through events on the Barcelona floor, I believe it would be wonderful to expand the expansion which has never existed by the community that gathers, encounters, and is made here.
――素晴らしいです。出会いがあるからこそ、未来を共有できると思います。
Black wood: One of the big campaigns that Rakuten is developing through partnership with FCB is "Believe in the future". It is not that we simply believe in the future, but because "in" is in between, "I believe that the future is a bright thing" has a strong feeling.
The Beatles' famous song "Yesterday(Yesterday) "there is a phrase" I believe in yesterday "(" believe that yesterday was a good thing "), it is a similar way of thinking.
83 days before the opening game of La Liga Espanyol of the month, There was a terrorist attack in Barcelona. By watching the opening game of FCB under such circumstances, believing that the future is bright rather than giving up to terrorism, the idea that region, citizens, and citizens all create a bright future I was made aware of what I was doing.
Rakuten wants to head towards a bright future, and we want to walk together so that it will be a bright future for local people and society as well. It is the floor of this cafe that organizes partnership under the concept of believing that the future is bright and embodies it as one.
I believe that in this area of Shibuya, people gathered with values that believe that the future is a good thing, we can open up a bright future. Would it be five years or ten years later, it would be wonderful if it comes to saying "At this time, I met that person on the Barcelona floor of Rakuten Cafe in Shibuya, so now it is like this".
- It will become a turning point of life.
Black wood: That would be nice. And from a business point of view, I want to spread the idea of "Believe in the future" mentioned earlier to the general public more and more.
I have been involved in marketing work for more than 20 years, I believe that brands are the same as sports, and will continue to settle by repeatedly doing this. Regarding the logo of a certain sports brand, there was a time when it was thought that "What is this mark is?", But it came to be recognized by continuing to use it even if it was still believed.
Since I want to do such branding, I will continue to use catch phrases such as "Believe in the future" and "More than a company" as a result of this partnership, after understanding by many people I hope you also become a fan of optimism.
My belief as a business person is that "business is not meant to make figures." As a result, consumers always come with business as long as they do the right thing, so I think that it is very important to build a connection with consumers through branding.
Through this Barcelona floor, I hope that you will understand our values, way of thinking, and how to be a brand. Business is very familiar with sports.
スポーツチームの熱狂的なファンになる時は、自分自身をそのチームに投影すると思うんですよね。古い話ですが、92年のバルセロナオリンピックの後に、NBAブームが起こり、私もエア ジョーダン（バスケットシューズ）を買いました。エア ジョーダンを履いたら皆、同じように空中を飛べると勘違いをするわけですよ。
In that way, I would like to become a cafe that can make myself one and the same, and to become known as a company.
vol.2.
Rakuten Cafe ShibuyaFCBarcelona Floor
https://cafe.rakuten.co.jp/fcbfloor/
Rakuten Corporation
https://corp.rakuten.co.jp/
Black wood：楽天は7月1日から、「FCバルセロナ」（以下、FCB）の 「メイン グローバルパートナー」および「オフィシャル イノベーション＆エンターテインメント パートナー」となりました。
FCBHas traveled with the community and society for over 100 years, "More than a club(Presence over the club) "is recognized as. Meanwhile, our company celebrating its 20th anniversary since its establishment, we will contribute with local communities and society from the very beginning, "More than a company(Existence beyond the boundaries of companies) "aiming to become like.
Rakuten and the FCB have decided to join together in partnership with helping organizations that share similar values.
――お互いに素晴らしい価値観を抱くからこそ実現されたのですね。
Black wood:I agree. Among them, when thinking about how to appeal the partnership, we decided to contribute to society by involving the community and people.
Rakuten is a company that mainly deals with Internet services, but I also wanted to create a mechanism that deepens the connection with people even in the real world.
So, if you tried and errored what you could do in the real world, our idea came out, "What if you try to make the third floor of Rakuten Cafe the FC Barcelona Floor?"
The Barcelona Floor is suitable as a place to share values with the supporters, which is quite suitable for the purpose of this time, so we decided to open it as a "sacred place" for domestic FCB fans.
- As a sacred place, you are likely to be able to transmit various things from now on.
Black wood:That's right. I would like to make it possible for customers who have used Rakuten Cafe to be more than cafes, including FCB fans, as well as customers.
Through events on the Barcelona floor, I believe it would be wonderful to expand the expansion which has never existed by the community that gathers, encounters, and is made here.
――素晴らしいです。出会いがあるからこそ、未来を共有できると思います。
Black wood: One of the big campaigns that Rakuten is developing through partnership with FCB is "Believe in the future". It is not that we simply believe in the future, but because "in" is in between, "I believe that the future is a bright thing" has a strong feeling.
The Beatles' famous song "Yesterday(Yesterday) "there is a phrase" I believe in yesterday "(" believe that yesterday was a good thing "), it is a similar way of thinking.
83 days before the opening game of La Liga Espanyol of the month, There was a terrorist attack in Barcelona. By watching the opening game of FCB under such circumstances, believing that the future is bright rather than giving up to terrorism, the idea that region, citizens, and citizens all create a bright future I was made aware of what I was doing.
Rakuten wants to head towards a bright future, and we want to walk together so that it will be a bright future for local people and society as well. It is the floor of this cafe that organizes partnership under the concept of believing that the future is bright and embodies it as one.
I believe that in this area of Shibuya, people gathered with values that believe that the future is a good thing, we can open up a bright future. Would it be five years or ten years later, it would be wonderful if it comes to saying "At this time, I met that person on the Barcelona floor of Rakuten Cafe in Shibuya, so now it is like this".
- It will become a turning point of life.
Black wood: That would be nice. And from a business point of view, I want to spread the idea of "Believe in the future" mentioned earlier to the general public more and more.
I have been involved in marketing work for more than 20 years, I believe that brands are the same as sports, and will continue to settle by repeatedly doing this. Regarding the logo of a certain sports brand, there was a time when it was thought that "What is this mark is?", But it came to be recognized by continuing to use it even if it was still believed.
Since I want to do such branding, I will continue to use catch phrases such as "Believe in the future" and "More than a company" as a result of this partnership, after understanding by many people I hope you also become a fan of optimism.
My belief as a business person is that "business is not meant to make figures." As a result, consumers always come with business as long as they do the right thing, so I think that it is very important to build a connection with consumers through branding.
Through this Barcelona floor, I hope that you will understand our values, way of thinking, and how to be a brand. Business is very familiar with sports.
スポーツチームの熱狂的なファンになる時は、自分自身をそのチームに投影すると思うんですよね。古い話ですが、92年のバルセロナオリンピックの後に、NBAブームが起こり、私もエア ジョーダン（バスケットシューズ）を買いました。エア ジョーダンを履いたら皆、同じように空中を飛べると勘違いをするわけですよ。
In that way, I would like to become a cafe that can make myself one and the same, and to become known as a company.
vol.2.
Rakuten Cafe ShibuyaFCBarcelona Floor
https://cafe.rakuten.co.jp/fcbfloor/
Rakuten Corporation
https://corp.rakuten.co.jp/
