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REPORT

Tokyo Pride 2025 Sponsorship and Exhibition

Tokyo Pride 2025*1 took place on June 7 and 8, 2025, and Sony Group Corporation once again participated as a sponsor, hosting a booth and joining the parade as we did last year. The event served as an opportunity to convey our respect for the LGBTQ+ community to society, as well as providing our employees with a valuable opportunity to engage with diverse groups of people.

At the venue

Sony Group embraces diversity as one of its Values, respecting gender, gender identity, and sexual orientation as important aspects of individual diversity. As part of our efforts to create an environment where everyone can thrive by being their authentic selves and to contribute to building a more inclusive society, we have been supporting Tokyo Pride since 2017, marking our ninth year of participation this year.

In addition to participating in the parade and hosting a booth during Tokyo Pride, we also took advantage of the period before and after the event to provide online learning content and handbooks, creating an environment where every employee can learn about LGBTQ+ topics and cultivate their understanding of diversity anytime, anywhere.

Sony Group Booth

As with last year, the booth design featured the Pride Logo*2 incorporating the philosophy of the 11-color Progress Pride Flag at its center. Surrounding it were panels that changed color depending on the angle of sunlight and the viewer's position, symbolizing Sony's diversity and respect for the LGBTQ+ community.

Our booth

At the entrance of the booth, we showcased Sony Group's initiatives while our entertainment robot aibo*3 welcomed visitors. Inside the booth, we offered a photo studio where visitors could have their pictures taken and transformed with rainbow colors, framed with a design featuring the Pride Logo, and receive the digital photo as a gift. We also showcased videos highlighting initiatives by Sony Corporation and Sony Interactive Entertainment (SIE), which many visitors enjoyed.
The booth was operated by employee volunteers from across various Sony Group companies and business units, working together beyond organizational boundaries. Volunteer employees shared feedback such as, "In addition to the pre-event learning through online content, conversation with visitors at the booth gave me a new opportunity to think about diversity."

Digital photoshoots inside the booth

Pride Parade

At the Pride Parade held on June 8, executives and employees from various Sony Group companies, along with their partners and families, marched through Shibuya and Harajuku wearing t-shirts featuring the Pride Logo used in the booth design and rainbow-colored designs from SIE. They also carried uchiwa fans and banners to show their support. During the approximately 1.5-hour parade, we received many warm cheers from the crowd lining the streets, including calls of "HAPPY PRIDE!" and shout-outs of our company name.
Employees who participated in the parade shared many positive reflections, including comments such as, "Everyone cheering from the sidelines was smiling, and I felt their genuine support for our cause," and "Having the opportunity to actively participate in activities that respect diversity was invaluable and gave me a strong sense of unity within the Group."

The parade

The Sony Group will continue to promote the building of a workplace where diverse employees, including those who identify as LGBTQ+, can work comfortably and authentically.