BeLiebe Inc. (hereinafter referred to as BeLiebe) exhibited at the Reborn Challenge hosted by MUFG Bank, Ltd. (hereinafter referred to as MUFJ Bank) at the Osaka Healthcare Pavilion at the Osaka-Kansai Expo from July 29 to August 4, 2025. The theme of the Reborn Challenge was "*DEI TOWN." Seven companies, including ours, exhibited technologies, products, and services that will lead to the realization of a future society where diversity is recognized, utilized, and enhanced.
During the same period, approximately 210,000 visitors came to the Osaka Healthcare Pavilion, and the Reborn Challenge was a huge success every day.
Mitsubishi UFJ Bank Reborn Challenge Exhibits at Osaka Kansai Expo
*DEI: An abbreviation for "Diversity, Equity & Inclusion." We aim to reduce gaps based on identities and attributes such as gender, disability, nationality, race, age, and sexual orientation, to create an environment where everyone is provided with equal opportunities and ample growth opportunities, where everyone can maximize their abilities, and where there is mutual recognition.
BeLiebe's exhibition "2 millionths of now?"
The theme of BeLiebe's exhibition is " 2 millionths of now? "
The number 2 million is the number of eggs a woman has at birth. The exhibition booth used an hourglass motif to demonstrate that the approximately 2 million eggs a woman has at birth continue to decrease as she ages.
We also introduced the actual stories of users of our product, "EggU (Egg - an at-home egg count test kit and online counseling with experts)," to show that the rate at which eggs decrease varies from person to person, with some in their 20s experiencing low numbers and others in their 40s experiencing high numbers. This is why knowing your current body is a step towards your own future.
Voices of surprise and empathy at the practical application of this service
Egg count test kit
At the end of the booth, we introduced " EggU - Egg Count Test Kit and Online Counseling with an Expert." We explained that by using this test kit, you can easily find out the number of eggs you have at home by measuring the concentration of a hormone called AMH (anti-Müllerian hormone) in your blood, and that if you have any concerns about the test results, a counselor will be there to listen to each and every user's concerns.
"What? It's already in practical use? That's possible?! Amazing!"
Most people were surprised and their eyes widened.
Among the attendees were a girl from elementary school who looked carefully at each of the messages on the panels, the user stories, and the test kits, and said with sparkling eyes, "I'm very interested! I'll use this for my independent research project," a male high school student who had a serious discussion with his mother about how to use this technology, and men and elderly people who were not directly involved but listened intently to the explanation and tried to understand how this technology could be useful to society. People of all ages and genders were interested in the event.
Trying to understand each other even if you are not directly involved is an important and major first step in DE&I.
During these seven days, we staff members were deeply moved by the visitors' positive attitude towards learning.
A pleasant surprise!
We also had a pleasant surprise when a family came to visit and said, "We had a child because we used EggU. It's an EggU Baby!"
Seven days supported by many people
It's been about two years since we decided to exhibit at Mitsubishi UFJ Bank's Reborn Challenge. It hasn't all been smooth sailing, but thanks to the support of everyone, including Mitsubishi UFJ Bank, the companies that created the DEI TOWN space, the companies that exhibited with us, the consortium companies that are essential to the existence of EggU, the design team that was responsible for the space, design, and expression of BeLiebe, and the staff who communicated with visitors on the day, we were able to provide a very fulfilling and irreplaceable seven days.
Once again, BeLiebe is grateful for the support we receive from so many people, and we will continue to work hard to create a society where everyone can achieve the career and life that suits them best .
Thank you very much to everyone who came to the event!