Canon Singapore Pte. Ltd. wins at Asian Experience Awards 2026

The #iamkyosei campaign turned corporate philosophy into a community movement through storytelling and advocacy.

Canon Singapore Pte. Ltd. won Singapore Brand Experience of the Year - Electronic Manufacturing in the Asian Experience Awards 2026 for its innovative #iamkyosei campaign.

Younger audiences long respected the brand for quality and reliability, but research showed a lack of emotional connection. Gen Z perceived the company as product-focused rather than purpose-driven. To address this challenge, the company turned its corporate philosophy, Kyosei, which means living and working together for the common good, into an active brand platform.

Instead of traditional advertising, the initiative invited stakeholders to participate in the company values. The campaign focused on authentic stories from creators, employees, volunteers, and community partners. Grounded in principles of authenticity, co-creation, and integration, the campaign brought together business initiatives, employee engagement, and community programmes under a unified platform.

An integrated omnichannel ecosystem activated the movement across social media, digital video, digital out-of-home, and community events. A dedicated campaign microsite connected business, employee, and corporate social responsibility stories in one location. Community partnerships with organisations such as Singapore Bowling, Temasek Polytechnic, and Youth Corps Singapore enabled participants to experience the corporate philosophy through volunteering, sustainability initiatives, and youth programmes.

The movement expanded brand relevance amongst Gen Z audiences by aligning with values like authenticity, inclusion, and sustainability. Employees became active brand advocates, whilst community organisations acted as collaborators. This strategic transition shifted brand communications from product-focused messaging to purpose-driven community engagement.

The #iamkyosei movement continues beyond the campaign. Follow @canonkyoseiasia on Instagram and discover the people and stories bringing Kyosei to life across the region.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].