Nagoya University has launched a new approach to encouraging entrepreneurial thinking: “Harajuku University.”
What is Harajuku University? It is a project that aims to create a space within Nagoya University that embodies the vibrant, unconventional spirit of Tokyo’s Harajuku neighborhood—a hub of pop culture where young people gather to express themselves through bold, colorful, and often eccentric clothing styles that break from traditional norms. The initiative is part of Nagoya University’s broader effort to foster entrepreneurship education, encouraging students to pursue their passions, explore new ideas, and take action to create something meaningful.
The minds behind this project are Professor Tōru Ujihara, Director of the Nagoya University Deep Tech Serial Innovation Center (D-Center), and Tetsuya Chihara, CEO of the Harajuku-based advertising and design firm Lemonlife. Professor Ujihara plays a central role in promoting entrepreneurship education at Nagoya University. Mr. Chihara is a creative director known for his diverse works, including advertising campaigns for Nissin Cup Noodles, album design for rock band Southern All Stars, and stage productions for pop singer Kyary Pamyu Pamyu.
Their concept: What if you brought the culture and energy of Harajuku onto a university campus? The goal is to cultivate in students an entrepreneurial spirit and creative thinking that transcends academic boundaries to fuse new genres.
A brainstorm session sparked by Harajuku’s street culture: “A ‘street professor’ would be an interesting concept”—one of many ideas from the talk session
An Idea from London Boots’ Tamura Resonates with Nobel Laureate Amano
At the kickoff event held on May 9, 2025, key figures took to the stage, including Atsushi Tamura, a TV personality and member of comedy duo London Boots, Professor Hiroshi Amano, a Nobel Prize laureate from Nagoya University, and Yoshiaki Sakitō, a marketing executive who played a major role in the growth of Apple in Japan.
Mr. Tamura shared how he felt supported during his debut in the entertainment industry by the fan base that formed when he was performing comedy on the streets of Harajuku. This experience resonated with Professor Amano. “When I was researching blue LEDs [his Nobel Prize research], no one else was working on it, but a community formed over time and it gave me strength to keep going,” he responded.
Professor Ujihara, who is interested in the influence of these micro-communities, added, “I want students to study on the streets too.” From there, the room came alive with a wave of ideas: “If there were approachable ‘street professors’ that people could easily talk to, everyone would want to go to university!”
During the networking session following the talk, students eagerly lined up to talk with the speakers. After a conversation with Mr. Tamura, one first-year engineering student shared, “I enrolled without a clear passion, so I asked him how I might discover my dream.” Another second-year engineering student said, “I realized how important it is to put myself out there and connect with different people.”
Students line up to speak with Atsushi Tamura (left, black cap)
A Space to Freely Express Your Passions
“I once told my students, ‘You do not have to study, so go play seriously instead.’ They ended up debating what ‘playing seriously’ even means,” said Professor Ujihara with a wry smile. He admitted his concern, saying, “To be honest, I think universities today are boring.” He also has doubts about traditional entrepreneurship education: “Even if you tell students to innovate, it is not like that is easy to do, and it does not make much sense to give entrepreneurship training to people who have no interest in starting a business.”
Reflecting on the culture of Harajuku, Professor Ujihara said: “Young people walking through the streets of Harajuku wear clothing that makes adults go, ‘What on earth is that?’ They are not going out of their way to make a point like ‘I am going to express myself’ or anything like that. They are just enjoying what they like and doing what they want to do.”
The concept of Harajuku University is to incorporate the attitude of that culture into entrepreneurial training at Nagoya University and create a place where students can put their ideas into action. “I want to foster students who are willing to test their own ideas and explore what their value might be,” said Professor Ujihara. We look forward to seeing what Harajuku University does next.
Related Links:
Nagoya University Deep Tech Serial Innovation Center (D-Center) website (in Japanese)
Harajuku University blog (in Japanese)
This article was originally written in Japanese by Tatsuyuki Fukui for the “Public Relations Meidai” web magazine and published on May 27, 2025. Unless otherwise stated, photos were taken by the author. The Nagoya University International Communications Office has translated and edited it for clarity while preserving the original content’s intent. For the original Japanese version, please see here.