When I first came across Canon Singapore’s new #iamkyosei campaign, it immediately caught my attention — not just because of the sleek visuals, but because of what it stands for. In a time where so many brands are chasing trends, Canon has chosen to celebrate something far more meaningful: the creativity, diversity, and purpose that define today’s Gen Z.
Rooted in Canon’s long-standing philosophy of Kyosei (共生), which means “living and working together for the common good,” the campaign feels like a breath of fresh air. It’s all about encouraging young people to express themselves authentically, connect meaningfully, and use their creativity for positive change.
Celebrating a Generation That Creates with Purpose
The #iamkyosei campaign is Canon’s heartfelt tribute to today’s youth, which is a generation that values authenticity, inclusivity, and purpose in everything they do. Rather than focusing solely on products, Canon is deepening its bond with young people by celebrating their values and aspirations.
Through this campaign, Canon hopes to foster a culture where creativity and social responsibility go hand in hand. It’s about empowering young creators to express themselves freely, embrace diversity, and channel their ideas into positive change.
As part of the campaign, Canon Singapore partnered with the Photographic Society of the National University of Singapore (NUSPS) for Montage 2025, the society’s flagship photography event. This collaboration brings together students, enthusiasts, and professionals through workshops, competitions, and industry talks, giving young photographers a valuable platform to learn, experiment, and showcase their creativity.
“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. With #iamkyosei, we celebrate youth by acknowledging their perspectives and ensuring inclusivity and authenticity in everything we do.” --- Toshiyuki (Tiger) Ishii, President and CEO of Canon Singapore
From Product to Purpose: Connecting Authentically
For Canon, #iamkyosei marks an evolution by moving beyond being a heritage tech brand to becoming a partner in purpose. The campaign captures what makes Gen Z so special: their optimism, accountability, and desire for meaningful connections. By doing so, Canon is reaffirming its commitment to building authentic relationships grounded in shared values.
But #iamkyosei isn’t just an outward message; it’s something Canon lives by internally too. Canon Singapore has launched a series of employee-generated videos that share real stories from staff who embody Kyosei through their daily actions and beliefs. These personal reflections show how deeply the philosophy runs within the company, making Kyosei not just a slogan, but a way of life.
Through initiatives like this, Canon continues to nurture the next generation of visual storytellers, helping them turn passion into purpose, and with #iamkyosei, Canon isn’t just celebrating youth; it’s standing alongside them. Together, they’re creating a community where creativity, compassion, and purpose thrive!
To learn more about Canon’s #iamkyosei campaign and how you can join the movement, visit sg.canon/iamkyosei.
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