GESHER Inc. (Headquarters: Minato-ku, Tokyo; CEO: Yohei Harada; hereinafter "Gesher") is pleased to announce that it has refreshed its Mission, Vision, and Values (MVV) and Corporate Identity (CI), and completely renewed its corporate website. Since its founding in 2020, our company has consistently leveraged "building an organization with multinational members" as its core strength. After several months of discussion, we have redefined "cross-border" for the coming era.
Rebranding Background: Creating Individuality from Boundaries, Not Erasing Them
Traditional concepts of globalization and "borderless" have often aimed for "eliminating differences and unifying into one." However, the future GESHER envisions is "International 2.0"—a world where we respect the individuality created by boundaries and connect them to generate even greater value. We aim for a society where different cultures and ideas create synergy beyond uniform "Globalism." To clearly present our identity toward realizing this, we have undergone this rebranding.
New Brand Concept: The Tsumiki Way
The Tsumiki Way At the root of our organization and values lies the spirit of "TSUMIKI" (wooden blocks), a traditional Japanese toy and a symbol of creativity.
- What "Tsumiki" means: Not making pieces into the same shape, but how to combine and edit diverse pieces with different shapes and colors to build a strong structure. This process is GESHER's greatest uniqueness.
- Thoughts behind the design: The "green" and "blue" adopted in the new design represent the Earth—a symbol of diversity—and our two core businesses.
New MVV (Mission, Vision, Value)
The refreshed MVV is the promise we make to society and the guiding principles we embody daily.
Mission
With diversity at our core, we build bridges across borders to shape the future of people and business.
Vision: International 2.0
The future we envision is "International 2.0," where we respect the individuality created by boundaries, connect them, and generate greater value. It is a society beyond the "International" of cross-border trade to fill shortages, or "Global/Borderless" that erases boundaries. Combinations, not unification. Connection, not single-mindedness. We will make this the standard for cross-border collaboration.
Values: TSU-MI-KI
Three guiding principles that elevate unique Japanese values into modern business practices.
- Tsunagari (The Power to Connect): We value building meaningful connections that bridge cultures, ideas, and people.
- Mieruka (Make the Unseen Visible): We value visualizing data and experiences to turn them into tangible results.
- Kizuki (From Insight to Growth): We value an open feedback culture that helps us grow together and drive collective success.
Message from the CEO
Our greatest uniqueness, "building an organization with multinational members," had already begun in 2020 when I founded the company alone. The three employees who joined in the founding year were Japanese, Swedish, and Hong Kongese. It wasn't by chance; the organization started from the beginning with the premise of being diverse. And now in 2026, although the number of employees has increased, the ratio of foreign nationals remains at an overwhelmingly high level among Japanese companies. The foundation of our organization is diverse culture and individuality. We express this as "TSUMIKI" (wooden blocks). Rather than making everything the same shape, how do we combine different shapes? Building a strong structure through editing and combination, not unification. What we are aiming for is not simply to align with the global (Global-less). It is to cross-border our own thoughts, experiences, and cultures, and make that the next standard. Like TSUMIKI, by combining people with people and culture with culture, our company will continue to create new forms of organization that connect Japan and the world.
Company Overview
- Company Name: GESHER Inc.
- Representative: Yohei Harada (CEO)
- Location: Metro City Kamiyacho 5F, 5-1-5 Toranomon, Minato-ku, Tokyo
- Established: 2020
- Business: Support for collaboration/M&A with overseas startups, support for overseas marketing
- Website: https://gesher.co.jp/en
Inquiries regarding this matter
GESHER, Inc. Corporate Marketing Division
Email: corp-mktg@gesher.co.jp