At Tokyo Pride 2026*1, held on June 6 and 7, 2026, Sony Group sponsored the event and hosted a booth with the support of employee volunteers. In addition, a total of 130 executives, employees, and their family members from across Sony Group companies and business units participated in the Pride Parade.

Sony Group embraces diversity as one of its Values, respecting gender, gender identity, and sexual orientation as important aspects of individual diversity. By sponsoring and exhibiting at Tokyo Pride 2026, Sony Group created opportunities for employees to deepen their understanding of diversity while demonstrating to society its respect for LGBTQ+ people and the LGBTQ+ community.

As in previous years, 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 perspective, expressing Sony's diversity.

Sony Group Booth

At the booth, Sony Group held a dried-flower workshop in collaboration with the Rebloom Flower Project, an initiative promoted by Sony Music Group, as part of its sustainability efforts and its respect for diversity, while also promoting understanding of LGBTQ+. This project creates new value by collecting and processing celebratory flowers presented at live performances and events, then giving them new life through decorations, merchandise, workshops, and other activities. Participants shared positive feedback, with one saying, "This was the first time I had heard the term 'flower loss.' I thought it was wonderful that happiness could be passed on in this way." The workshop also provided an opportunity to reflect on actions that contribute to a better future.

Workshop where dried celebratory flowers are repurposed into new items

The booth also featured displays introducing Sony Group's LGBTQ+ initiatives and videos showcasing initiatives by Sony Interactive Entertainment (SIE). The entertainment robot aibo" *3 welcomed visitors, and many visitors enjoyed interacting with it.

Inside the Exhibition Area

The booth was operated by employee volunteers from across Sony Group companies and business units, collaborating across organizational boundaries. Employee volunteers shared comments such as, "My understanding of LGBTQ+ and diversity deepened," and "Being involved in a setting where the company demonstrated its support for LGBTQ+ people and the LGBTQ+ community, as well as its respect for diversity, was a valuable experience for me as an ally." The event became a learning opportunity not only for visitors but also for employees.