“For Canon, Kyosei is far more than a corporate philosophy. Rather, it is a lived experience demonstrated everyday by ordinary individuals who uplift the communities around them,” said Toshiyuki (Tiger) Ishii, President and CEO, Canon Singapore. “Our lives are surrounded by unsung heroes whose everyday acts of empathy, kindness, and resilience often go unnoticed. Through the #iamkyosei initiative, we are turning a spotlight toward these champions, providing a platform to honour their contributions, elevate their stories, and inspire a collective movement of positive action across our community.” 

Kyosei, in Everyday Life: Translating Philosophy in Everyday Action

In Canon’s previous campaign milestones, the core tenets of Kyosei were introduced. As for this next new chapter in the campaign, they directly engages the public by making Canon’s corporate philosophy tangible and actionable. 

Based on the the idea that “every small act matters”, this campaign call for submissions based on a Nominator and a Nominee. The nominator introduces the nominee in an original photo or short video, detailing the story behind the nominee’s acts of Kyosei and how the nominee’s actions make a difference and positive impact in their communities. By inviting people to nominate someone, the campaign encourages us to look more closely at the people and moments around us. This also serves as a reminder that behind everyday routines, individuals may navigate personal struggles that we may not be able to see, feel and understand. Therefore, this makes everyday empathy and intentional kindness vital to creating a profound difference. 

Platform to Celebrate Unsung Heroes 

This campaign focus on peer recognition aligns with findings from the National Giving Study (NGS) 2025, highlighting the importance of role models and peer networks in encouraging and reinforcing volunteerism. 

The #iamkyosei campaign is a platform for residents in Singapore to celebrate unsung heroes in their lives, leveraging peer influence to inspire a broader culture of giving and mutual care. 

Canon Singapore #iamkyosei contest 

Canon Singapore #iamkyosei contest is conducted through a digital-first approach centred on a dedicated campaign website and Instagram page (@canonkyoseiasia). This initiative grounds Canon’s corporate values in everyday life by spotlighting individual impact, fostering unity, and rewarding positive community contributions.

The newly launched Instagram page will also act as the central hub for the campaign, while sharing more about how Kyosei philosophy is brought to life through visual storytelling. 

The public movement also builds on Canon’s long-standing practice of Kyosei across its core business operations. From developing purposeful imaging technologies and secure business solutions to empowering employees to give back through corporate volunteerism, Canon continuously applies its technology and workforce to drive positive social impact.

Support from Local Voices and Community Partners

Canon is collaborating with key local creators and community organisations to further amplify those stories across Singapore.

Key Opinion Leaders (KOLs): Local personalities, including Preeti Nair (@preetipls), Ng Yi Yang (@ngyiyang), lewloh (@lewloh), Zaihar (@zaihar), Jie Hao (@dizfunk_), Cheryl Tay (@cheryltaysg), Yip Pin Xiu (@yippinxiu), Melissa Lam (@bamboostrawgirl), and Fauzi Azzhar (@fauziazzhar), will share personal stories and call on their followers to participate. 

Community and Non-Profit Partners: Local organisations that Canon Singapore are partnering with, including the Singapore Bowling Federation, the National Volunteer And Philanthropy Centre (through the BAGUS Together programme), Tower Transit Singapore, Young Men’s Christian Association (YMCA), APSN, among others, to drive awareness and feature inspirational individuals within their networks. 

#iamkyosei Contest Period: 1st October to 31st December 2026

How to Participate

Members of the public can publish an original photo or short video on Instagram introducing their nominee, sharing their story of kindness or community impact, tagging the nominee and @canonkyoseiasia and using the hashtag #iamkyosei.

Monthly Prizes

Across the three months campaign, three winning pairs (Nominator + Nominee) will be selected each month to receive Kyosei Kits comprising a Canon SELPHY QX20 Compact Photo Printer to capture and print their memories on the go, as well as exclusive campaign merchandise. 

Grand Prize Selection

All monthly winning pairs will advance to content for the Grand Prize package, which includes a Canon EOS camera. As part of the Grand Prize assessment, each month’s winning pair will participate in a short follow-up content piece in January 2027 – such as an interview, written response, photograph or short video – offering deeper insight into the nominee’s inspiring story. The Grand Prize winners will be officially announced in January 2027.

Find Your Kyosei

On the official #iamkyosei campaign website, public engagement will be further enhanced by an interactive personality quiz – “Find Your Kyosei”, helping visitors discover how their everyday habits contribute to the common good, which will be made public at a later date.

Through a series of relatable questions on day-to-day activities, participants will be matched with a kyosei persona that reflects their approach to making a positive difference. 

For more details, contest terms and conditions, and community stories on the #iamkyosei campaign, please visit https://sg.canon/en/campaign/iamkyosei or follow https://www.instagram.com/canonkyoseiasia on Instagram. 

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Enriching Lives Through Canon Technology

Canon strives to improve and enrich people’s lives through its technology, driven by Kyosei, ensuring that innovation is always aligned with its social responsibility. “#iamkyosei” is anchored in this guiding principle, Canon reaffirms its commitment to nurture a culture where creativity, diversity, and social responsibility thrive – The values that deeply resonate with youths of today. 

Building Authentic Connections: From Product to Purpose

“#iamkyosei” campaign comes at a time when brands of rich heritage and history seek to retain their corporate identity, while expanding its connections with their audience. For Canon, this means extending its purposes-driven approach that reflects and supports the values of a new generation.

“#iamkyosei” shines a spotlight on the youths of today, their beliefs and aspirations, that demand accountability, they are also digital natives, and committed to meaningful connections. Through the celebration of this generation of youths transformative spirit, Canon not only reaffirms its heritage, they also strengthens its role as a partner in shaping a more connected and compassionate society. 

The Core of “#iamkyosei” – Emotionally Resonant Storytelling 

The core of #iamkyosei” is emotionally resonant storytelling at its heart, mind and soul, deepening Canon’s emotional bond with the Gen Z by embracing creativity, purpose, and culture. These are the very pillars that define the Generation Z. This “#iamkyosei” highlights the positivity, resilience and entrepreneurial spirit of youth embracing diversity, building technology for good, and reaching out to those in need – Empowering the youths to embrace their potential beyond limits.

“We are witnessing a fundamental shift in marketing today, where brands are defined not only by the products they sell but also by the change they inspire,” said Toshiyuki (Tiger) Ishii, President and CEO, Canon Singapore. “With “#iamkyosei”, we celebrate youth by acknowledging their perspectives. This ensures inclusivity and cultural authenticity in everything Canon does and reflects our long-standing kyosei philosophy which continues to guide our community initiatives across the region.” 

In 2025, Canon Singapore partnered with the Photographic Society of National University of Singapore (NUSPS) through its Montage 2025 photography event. This is a flagship initiative that unites photography enthusiasts for photography competitions, seminars, and hands-on workshops with industry experts.

Through these events, they provide young creatives with invaluable platform to explore photography and creative vision, showcasing their work to the public, and receive constructive feedback from seasoned professionals. By encouraging creative expression, fostering industry connections, and inspiring a sense of community, Canon continues to empower the next generation of photographers and visual storytellers. 

Living Kyosei from Within

Alongside public engagement, Canon Singapore rolled out employee-created videos featuring inspiring stories of staff who live out the Kyosei philosophy in their daily work and beliefs. These videos, part of the campaign launch, show that Kyosei goes beyond words—it’s a culture deeply rooted within the organisation.

For more information on “#iamkyosei” campaign, please visit sg.canon/iamkyosei to find out more.

* Information and picture courtesy of Canon Singapore and Brave Communications *

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