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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Which are the two sports sponsorship agreements most recently announced in Singapore that would be supported by Canon? Let me share more information an details below:

Canon announced two sports sponsorship agreements which will bolster support for Singapore’s sporting talents. A new three-year partnership with Singapore’s swimming star, Joseph Schooling, will see the Olympic & Asian Games gold medalist, and World Championships bronze medalist as the newest brand ambassador for Canon. Concurrently, Canon is also celebrating its 10^th year of partnership with the Singapore Bowling Federation (Singapore Bowling) and renewing its agreement to empower Singapore Bowling to continue grooming outstanding local bowlers.

Left to right:

• Jaris Goh, Singapore National Bowler
• Shayna Ng, Singapore National Bowler
• Jessie Phua, President Singapore Bowling Federation
• Joseph Schooling, Olympic & Asian Games gold medalist, World Championships bronze medalist
• Melvyn Ho, Senior Vice President and Head of Singapore Operations, Canon Singapore
• Bernice Lim, Singapore National Bowler
• Basil Ng, Singapore National Bowler

The partnership with Joseph will span from 2018 to 2021. As a Canon brand ambassador, Joseph will be fronting Canon’s marketing campaigns, across print and digital platforms. He will also lend support through appearances at Canon events for deeper engagements with the Canon community network of customers and photography fans.

Colin and May Schooling, parents of Joseph, will also be featured alongside Joseph in Canon’s marketing campaigns. Colin is already familiar with some of Canon’s enterprise products and services and May has been an avid Canon user for years, capturing Joseph’s key moments in his journey to earning his place among the best in in the world.

“Canon has been an active patron of the sports community, and we applaud the discipline and tenacity exhibited by our local athletes. At the same time, sports has a compelling way of weaving closer ties within our local communities,” said Mr. Melvyn Ho, Senior Vice President and Head of Singapore Operations, Canon Singapore. “We are excited to renew our partnership with the Singapore Bowling Federation for the 10^th year, and warmly welcome Joseph Schooling as our latest brand ambassador. In Joseph, we recognise and admire his vision for excellence and we wish our athletes all the best in the upcoming Asian Games.”

“I am very grateful for the immense support I’ve received since turning professional. Having partnerships with renowned brands like Canon gives me the peace of mind to train hard and focus on my career. Thank you to Canon for giving the local sports fraternity the much needed support,” said Mr. Joseph Schooling.

Marking 10 Years of Partnership and a new Chapter

Canon celebrates a decade of partnership with Singapore Bowling this year and will renew its annual agreement as an Official Partner. This renewal highlights Canon’s continuing dedication to nurturing young sportspeople in Singapore. Since 2002, Singapore Bowling has earned major accolades in the international bowling arena, including six Asian Games gold medals and 12 SEA Games gold medals.

“To receive the support from a global brand like Canon is an amazing affirmation for Singapore Bowling and our team. The partnership with Canon is not only a boost for our athletes and coaches, it gives our federation the courage to embark on bold and creative initiatives. Canon and Singapore Bowling are proud partners and pioneer trendsetters in promoting the concept of a work-life balance for Corporate Singapore long before it became fashionable!” Said Mrs. Jessie Phua, President, Singapore Bowling Federation.

Celebrating Excellence through the Asian Games 2018

On the regional level, Canon is a sponsor for the 18^thAsian Games which will take place in Jakarta and Palembang, Indonesia, from 18 August to 2 September 2018. Canon will be on-site to provide behind-the-scenes technical support, advice and maintenance services of cameras and lenses to members of the media covering the Asian Games 2018. Canon’s diverse range of consumer and enterprise products and services will also provide further operational support at the Asian Games.

Both Joseph Schooling and the Singapore National Bowling team will be featured in Canon’s Asian Games integrated brand campaign in Singapore across print and digital platforms. The campaign aims to express how Canon celebrates excellence through sportsmanship and brings the unique experience of the triumph, trials and excitement of the Asian Games 2018 even closer to fans across Asia.

Practicing Kyosei through Contribution to Sports

Canon actively pursues the philosophy of kyosei, which means – all people, regardless of race, religion and culture, harmoniously living and working together for the common good. The development of athletes in their quest for further excellence, promotion of sporting activities and an active lifestyle are some of several ways through which Canon expresses kyosei.

* Information and photographs courtesy of Canon Singapore and Ogilvy Public Relations *

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