In 2019, Coca-Cola Japan aimed to enter the gaming and esports world, focusing on high school students.

However, in Japan, where gaming is deeply ingrained in culture, it was considered
off-limits, particularly for the youth.
Parents discouraged their teens from gaming, fearing it would hinder their future.

Drawing inspiration from Japan's passionate obsession with baseball, particularly the annual Koshien inter high school baseball tournament, Coca Cola aimed to infuse esports with the same spirit.

The goal was to highlight the career opportunities in gaming and esports, transforming the public perception.

We created "Coca Cola's Stage:0," an esports competition among high schools in Japan.
Uniting teams from schools all across Japan, representing each prefecture.
This initiative fostered esports competitions and trained these future Japanese Pro-players for the global stage.