Original Article by B Market Builder Japan

On May 23, 2025, GAIL collaborated with B Market Builder Japan (BMBJ) to collaborate on a study session on Benefit Corporations at the “Social Value Co-creation Studio,” operated by The Japan Research Institute.

The event welcomed Marcel Fukayama, co-founder of Sistema B Brazil and Global Policy Lead at B Lab, alongside Takahisa Watanabe, Associate of Nishimura & Asahi Law Firm, and GAIL Asia Pacific Regional Board Member. Together, they explored how legal structures and corporate culture can help shift Japan’s economy toward a model where businesses act not just for profit, but also for people and the planet.

Marcel highlighted that “not all 3 million Japanese companies need to become B Corps – what matters is changing the rules of the game.” He emphasised that true impact lies in structural change (laws and policies) and cultural change (business norms) that normalise companies behaving like B Corps, whether certified or not.

From a legal perspective, Takahisa discussed how Japan could adapt governance models to embed stakeholder accountability, referencing global practices like Benefit Corporations, steward ownership, and community-driven governance.

The dialogue made clear that in Japan, the conversation is shifting from certification alone to embedding purpose and accountability into the very structure of business. For participants, the key takeaway was that “being a good company” is not only a social imperative, it is also a strategic advantage for building trust and long-term value.

Through this collaboration, GAIL and BMBJ continue advancing the discussion on how business can lead systemic change toward a regenerative, inclusive economy.

Read the full article by B Market Builder Japan below: