Getty Images for Toyota


Toyota Motor Sales & Marketing

TOYOTA x STUDIO4C’s “PES (Peace Eco Smile)” Participates in Tokyo International Anime Fair 2013

Mar. 14, 2013

Toyota Motor Sales & Marketing Corporation

TOYOTA x STUDIO4C’s "PES (Peace Eco Smile)" Participates in Tokyo International Anime Fair 2013; New Collaboration Project "NEXT GENERATION – PES (Peace Eco Smile) – CROSS COLLABORATION" Begins!

Toyota Motor Sales & Marketing (TMSM) will exhibit PES (Peace Eco Smile), an original animation project produced in collaboration with Studio4C, at "Tokyo International Anime Fair 2013" (TAF), held from March 21 to 24, 2013, at Tokyo Big Sight.
In 2013, TMSM started a new collaboration project, "NEXT GENERATION – PES (Peace Eco Smile) – CROSS COLLABORATION," to communicate its message globally through various kinds of collaborations in organic connections with other people, things, and places.

The main attraction of PES’s new project is to make original animation movies in collaboration with directors who represent the Japanese animation industry. They all share ToyToyota project’s philosophy of seeking harmony among people, society and the global environment, and the development of a sustainable society through manufacturing in the background of their creation. The first production of this new project will be announced on March 21 at PES booth.

There will be a special symposium, "TOYOTA X STUDIO4C meets ANA: A new departure for global strategies built on soft power," as a stage event for TAF on March 21. It will present and discuss about a new strategy for business collaboration called "Cross Collaboration," aiming to disseminate the spirit of Japan to the world through diverse content that contains a national character and its peculiar value as a soft power, and from a global perspective.
Speakers: Takao Minai (TMSM), Eiko Tanaka (STUDIO4C), Shotaro Sano (ANA) and Takashi Kitajima (Tokyo Metropolitan Government).
Press registration form:

A collaboration between two projects "PES" and "IS JAPAN COOL?" by ANA ( will be a new attempt aiming to build unprecedented demand in global markets by pooling and promoting cultural content together, rather than separately as the regular products or services.

Also at the fair, PES booth showcases many attractive devices that will allow attendees to experience PES’s complex world of reality and virtual reality.
In addition, a special talk event will be held on the mini-stage at the PES booth several times during TAF.

The special PES website:

Source: Toyota Motor Sales & Marketing Corporation