Sony Group Corporation sponsored and exhibited a booth at Tokyo Rainbow Pride 2024 held on April 20th and 21st, 2024. Approximately 150 people, including employees from Sony Group companies, also participated in the parade. Through participation in the event, employees from each group company experienced the diversity of SOGI (sexual orientation and gender identity), and we will also report how it was an opportunity to demonstrate teamwork across company and business boundaries.

Tokyo Rainbow Pride is an event that spreads the presence of sexual minorities, including LGBTQ+, in society and celebrates the "diversity of `gender' and `life.'" This year, a total of 270,000 people^* visited the event on both days, a record high.

• *According to the Tokyo Rainbow Pride official website

The Sony Group has adopted "Diversity" as one of its Values, and as part of this respects gender, gender identity, and sexual orientation. Sony Group Corporation has been sponsoring Tokyo Rainbow Pride since 2017 as part of an effort to create a place where everyone belongs and demonstrates their individuality, inspiring an inclusive society. This year which marks the 8th year of our sponsorship, the Sony Group participated in the event as a whole, using technology and products from within the group for the booth, and having volunteer group employees handle the operation of the booth.

Sony Group Booth

The booth design was planned by Sony Group Corporation's Creative Center, which also participated in the selection of materials.
At the front of the booth, we displayed an 11-color Pride logo that incorporates the philosophy of the Progressive Pride Flag, and around this we installed panels that change color depending on the angle of sunlight and the viewing position, thereby expressing Sony's diversity and respect for the LGBTQ+ community through the design.

At the booth entrance, the Sony Group's diverse businesses and initiatives related to diversity, equity and inclusion (DE&I) were exhibited, and the entertainment robot "aibo" welcomed visitors. There was a studio inside the booth that took photos of visitors, processed them into rainbow colors, and presented photo data in frames designed with the Pride logo and characters related to the Sony Group. We also set up a "Digital Yosegaki" area where visitors could display their hand-drawn messages and illustrations on a monitor and share their impressions, which many visitors enjoyed.

In addition, special hologram stickers that appear to change colors depending on the angle of light were distributed in front of the booth. Visitors were also welcomed by Sony Interactive Entertainment (SIE) mascot character Toro, and the PostPet™ character Momo, each wearing T-shirts made specifically for this event who greeted the audience, posing for commemorative photos with the crowd.

The colorful booth, created through the cooperation of employees from various group companies, represented Sony's diversity and respect for the SOGI of each employee and visitor.
Many reactions were perceived by employees who participated and reflected on the event as a great experience. One employee commented, "Up until now, I had been reluctant to tackle LGBTQ+ issues on my own, but after getting involved as a volunteer this time, I started to feel like I am an ally^*."

• *Ally:A person that understands the issues facing the LGBTQ+ community and acts in support of it. In English, "ally" means a person who cooperates or helps -- a supporter.

Pride Parade

At the Pride Parade held on the 21st, approximately 150 people, including executives and employees of Sony Group companies, their partners, and their families, wore SIE T-shirts with the Pride logo and rainbow colors, marching through Shibuya and Harajuku holding traditional Japanese handheld fans, lanterns, and folding fans. During the parade which lasted about an hour, we received a variety of warm cheers from the many people who rushed along the roadside, chanting "HAPPY PRIDE!" and calling out our company name. The parade participants also smiled and waved their hands in response, making it a parade where one could feel the positive societal changes regarding LGBTQ+.
Employees who participated in the parade expressed their desire to continue participating in the future and left comments such as, "I felt a sense of unity not only from the employees walking with me but also from the support from the roadside. It was a very valuable experience."

Going Forward

The environment surrounding LGBTQ+ in Japan is still not favorable, and society as a whole needs to work together to resolve the issue. In addition to promoting internal initiatives, the Sony Group also engages with society by actively participating in Tokyo Rainbow Pride and other external events and campaigns to realize a workplace where diverse SOGI employees can work with pride.

• *aibo is a trademark of Sony Group Corporation.
• *© Sony Interactive Entertainment Inc.
• *PostPet is a registered trademark of Sony Network Communications Inc.