Judges Announced for Track 3 “Social Well-being” of WE AT CHALLENGE 2026, a Global Pitch Contest Aiming to Become One of Asia’s Largest Well-being Festivals
WE AT, a general incorporated association dedicated to advancing the well-being industry by addressing global social challenges, is pleased to announce the judges and Science Advisor for Track 3 “Social Well-being” of WE AT CHALLENGE 2026, its annual global pitch contest aiming to become one of Asia’s largest well-being festivals.
WE AT CHALLENGE Enters Its Third Year with Leading Experts from Industry, Academia, and the Public Sector
WE AT CHALLENGE is an annual global pitch contest organized by WE AT with the ambition of becoming one of Asia’s largest well-being festivals. Now in its third year, the 2026 competition features four tracks, each dedicated to a specific area of social challenges. A separate selection process will be conducted for each track to identify the teams that will receive support from WE AT.
Track 3 “Social Well-being — Designing Our Future Lives across Places” recognizes that realizing Social Well-being requires enabling people to live as their authentic selves, while turning the sense of security and fulfillment created through connections between people—and between people and society—into tangible experiences and systems through technology and ideas. As society evolves, we must rethink how we live—across cities, communities, and regions, and the systems and opportunities that shape our lives—while addressing shared challenges such as social isolation, inequality of opportunity, and the need for greater safety, security, and resilience.
This track invites ideas and ventures that address these challenges by leveraging technology and new approaches to strengthen connections and build a society where everyone can achieve a sustainable and fulfilling way of living.
WE AT is pleased to announce the appointment of four guest judges for Track 3, including one who will concurrently serve as Science Advisor.
With the theme of realizing Well-being across communities, society, cities, and regions, Track 3 covers an exceptionally broad range of fields. The panel brings together distinguished experts capable of evaluating challengers from both global and highly specialized perspectives.
The guest judges will participate in the second and final rounds of the selection process. As external experts in their respective fields, they will play an important role in selecting both the teams to be supported by WE AT and the winning team. To ensure a multifaceted evaluation process, each track will welcome four leading experts from industry, academia, and the public sector.
The Science Advisor will participate in the final selection process, providing academic and expert insights into the significance, latest developments, and key agendas of the field covered by the track, as well as posing questions to the finalists. While one Science Advisor is appointed for each track, for Track 3 this role will be held concurrently by the Head Judge.
Track 3 The Head Judge / Science Advisor
Kimihiro Hino
The University of Tokyo Professor
Biography
Kimihiro Hino is a Professor in the Department of Urban Engineering, School of Engineering, at The University of Tokyo. After receiving his PhD there, he worked at the (national) Building Research Institute for ten years before taking up a faculty position.
His research explores how the built environment shapes human behavior, with a particular focus on physical activity and crime. His main areas of expertise are urban planning and design for active living and crime prevention through environmental design (CPTED). Through this work, he seeks to contribute to healthier and safer residential environments that support people’s well-being.
His recent research has examined the relationship between the built environment and walking behavior using longitudinal smartphone data from more than three million people across Japan. He is now extending this line of research using human mobility data. He also leads research projects on active commuting among schoolchildren and on inequalities in the impacts of climate change on walking behavior.
Comment
“Our health, safety, and well-being are supported by the environments that shape our daily lives and by our connections with others. I look forward to proposals that accurately identify social challenges, listen carefully to diverse voices, and pursue creative solutions.”
Track 3 Guest Judges（Three judges, listed in no particular order）
Kathy Liu
Plug and Play Japan VP & Director of Energy and Smart cities
Biography
After obtaining her Ph.D. in Law from Kyoto University in 2012, Kathy worked in the energy practices of several domestic and international consulting firms before joining Plug and Play Japan in 2021. She specializes in business strategy development, feasibility studies, new business entry, and global expansion strategies, with a focus on the energy and manufacturing sectors. In the energy domain, her work primarily centers on driving new business initiatives powered by advanced technologies.
Her key achievements in the energy industry include assessing the business feasibility of hydrogen projects across Japan, Europe, the US, and China for a general trading company, establishing group business evaluation standards and examining non-grid revenues for a power utility, and launching a new business utilizing drones and data analytics. For a gas utility, her work spans formulation of mid-term R&D plans, business strategy, and launch support for new environmental materials, among many other projects.
Since joining Plug and Play Japan in 2021, Kathy established the Energy Vertical, where she actively drives open innovation for major corporations and provides hands-on support to foster collaborations between large enterprises and climate tech/deep tech startups globally.
Comment
“I’m really looking forward to meeting amazing startups at WE AT CHALLENGE2026!”
Yoshiro Tasaka
Shibuya Startups KK CEO
Biography
Following his tenure at the Consulate General of Japan in San Francisco and a startup venture, he joined Komatsu Ltd., where he served as Vice President of LANDLOG, a joint venture established by the company. In 2020, he spearheaded the establishment and operations of the Shibuya City Global Hub Division, leading initiatives to foster a globally-integrated startup ecosystem. He assumed his current position in 2025.
Comment
“The WE AT Challenge aims for a world where startups can contribute to both the economy and society. Although it is a difficult challenge, we believe it is support that can be provided precisely because of the wonderful team. We look forward to seeing the startups applicants and the We AT community grow together as a community that builds the future of our society.”
Sonja Malin
Helsinki Partners Senior Advisor
Biography
Sonja Malin is Senior Advisor at Helsinki Partners, where she helps international companies tap into the unique opportunities offered by Helsinki, the capital of the world’s happiest country. With over 15 years of experience in international roles, Sonja has dedicated her career to building bridges between Finland and the world. Today, she leads Helsinki Partners’ FDI activities in Japan, working closely with colleagues across borders.
Comment
“As a judge, I am excited to meet founders tackling important challenges with creativity and ambition. Working in Helsinki, I have seen how the right support, networks, and opportunities can help startups achieve global impact. I look forward to exchanging ideas, learning from the participants, and helping outstanding teams take their next steps toward international growth.”
With the support of diverse experts from industry, academia, and the public sector, WE AT will continue to identify and support challengers addressing critical social issues and work toward the realization of well-being.
＜About WE AT＞
Legal entity:
General Incorporated Association WE AT
Founding organizations:
The University of Tokyo; Kyoto University; Institute of Science Tokyo; UTokyo Innovation Platform Co., Ltd.; Hakuhodo Inc.; Sumitomo Life Insurance Company; and Canon Marketing Japan Inc.
Member companies:
Kyoto University Innovation Capital Co., Ltd.; Sumitomo Mitsui Trust Bank, Limited; Panasonic Holdings Corporation; Nissan Motor Co., Ltd.; Mitsubishi Electric Corporation; Sumitomo Mitsui Banking Corporation; TBS Holdings, Inc.; ABeam Consulting Ltd.; Tokyu Land Corporation; and MS&AD Insurance Group Holdings, Inc.
Established:
May 16, 2024
Headquarters:
Bunkyo-ku, Tokyo, Japan
Representatives:
Co-Representative Directors: Itaru Yoshizawa and Hiroki Fujimoto
Vice-Representative Director: Daisuke Kanema
Business activities:
Identifying and nurturing social entrepreneurs; supporting startup creation and growth; organizing and co-hosting events; developing human resources; and conducting research, surveys, and policy recommendations.
Official website:
https://we-at.tokyo/en/