A Small Step, Design Leaps

Where does design truly begin? Once created, who nurtures it, and how does it make its way into society? This year’s GOOD DESIGN AWARD seeks to explore these questions.

I have long maintained that the design of objects such as products and the design of experiences, for example through “social design,” cannot be considered separately. Behind every object design lies a story—an aspect of experience design—while the output of experience design is often made up of numerous object designs. Over the past 10 years of being involved in the GOOD DESIGN AWARD screening process, I have become convinced that this applies to all forms of design. I find it particularly meaningful to reaffirm this thinking in my message for the 2025 GOOD DESIGN AWARD as I feel strongly that the traditionally dualistic view of object and experience design is finally evolving into a more integrated perspective.

This year’s theme, “A Small Step, Design Leaps,” emerged from discussions in last year’s Focused Issues. In 2023, the theme was “Design and Its Outcome,” and in 2024, it was “Brave Attitude, Organic Design.” Through these themes, we explored the directions design should take in the future and the processes required to get there as part of an ongoing exploration of what design should be in the present moment.

Looking back at the vast array of past awarded designs, two things stand out: the significance of the creator’s vision—arguably the source of all design—and the strength of the process that drives that vision through to realization. As existing systems reach a state of saturation and conventional formulas are questioned, there is now a greater expectation across all fields to generate truly necessary, beautiful, and adaptable designs from fresh perspectives. In other words, we’re moving from an era where design followed the times (driven primarily by marketing) to an era where the very act of design, in its pursuit of better solutions, leads society forward.

“A Small Step” affirms the actions of passionate individuals who discover and implement new perspectives through their interactions with society. “Design Leaps” represents the power of organizations and groups to respect these actions, bringing together diverse abilities to collectively create and expand upon them.

When submitting an entry, we encourage you to showcase not only the final design as an outcome, but also the design process and journey embedded in it that led to its creation. The committee looks forward to encountering many outstanding designs again this year.

Cultivating Intent

The GOOD DESIGN AWARD is about to begin once again.

I’ve always believed that design is the act of discovering a better harmony between people, objects, and the surrounding environment. This harmony is constantly evolving, shaped by social context and technological advancements. Likewise, the GOOD DESIGN AWARD has continuously transformed itself in response to changing times, reflecting contemporary values and capturing the essence of what is considered good and desirable at each moment in time.

Envisioning a new future is both a great joy for creators and a monumental task that requires enormous energy. While many groundbreaking research efforts and ideas are realized as products and services through exceptional teamwork within companies and organizations, I’m once again reminded that at the root of it all lies an individual’s vision—a small first step that sets everything else in motion. It is the courage and strong intent of an individual that sparks an idea, which is then embraced by companies and organizations in an organic collaboration, ultimately evolving into a powerful force that can shape society. In our screening process, we will actively seek to understand and appreciate the significance of individual intent while also examining how organizations have expanded upon these ideas and presented them to the world.

The perspective, scope, and approach to intent are also crucial. I’m particularly interested in how the visions of creators and companies have been cultivated, leading to the conception of their submitted projects. To honor the passion of all applicants and gain a deeper understanding of creators’ intent, we continuously refine our evaluation methods to adapt them in response to the evolving relationship between society and design. We hope that the GOOD DESIGN AWARD can serve as a measure of the values of our time, and we look forward to seeing your outstanding designs again this year.

Turning That First Step into an Opportunity

Over the past two years, my messages have focused on “The Power of Design” (2023) and “Where the Power of Design is Heading” (2024), both of which embody reflections on what I wanted to explore more deeply through the GOOD DESIGN AWARD each year. Through this process, I have closely observed the impact that the power of design has on society.

This year’s GOOD DESIGN AWARD theme, “A Small Step, Design Leaps,” reflects a desire to examine how design expands from its starting point and the forces that drive that expansion.

In last year’s Focused Issues, I used the terms “The Power to Involve” and “The Power to Be Involved” to describe the roles of those who initiate an idea and those who use their skills to propel it toward realization. Every project comes to life through a balance of these two forces, and last year’s awarded works exemplified many outstanding instances of this dynamic in action.

This year marks 55 years since the 1970 Osaka Expo, and the second Osaka-Kansai Expo is set to take place. The previous Expo was hailed as the “Miracle Expo” as it brought together many young architects, artists, and creators who gave form to their visions of a bright future, bearing witness to a sense of optimism that resonated with countless visitors. This time, however, the circumstances are different. Even before its opening, people have questioned the relevance of the Expo in today’s world. Nonetheless, Japan stepped forward to serve as host country, was chosen, and has now taken its first step. To ensure that this step is not wasted, everyone involved, myself included, is fully committed to making the event a meaningful one. Ultimately, it is up to those of us who have been drawn into this endeavor to imbue this step with purpose and transform it into an opportunity.

The GOOD DESIGN AWARD is a recognition of designs that someone refused to give up on. Sharing these design processes serves as encouragement for those preparing to take their next step. I encourage everyone to share their design journeys and stories with as many people as possible as a way to inspire new creativity and momentum, and I hope that this year’s competition will attract as many applicants as possible to contribute to this cycle of innovation.

The GOOD DESIGN AWARD has been advocating excellent design since its inception in 1957, with the aim to help industrial activities, enrich the cultural aspects of our lives, and ensure the healthy growth of society. When the GOOD DESIGN AWARD was relaunched in 1998 as a non-government business, there were around 2,000 entries. Its entries continuously increased over the years to 5,773 in 2024, from which 1,579 awarded works were chosen. The categories of entries grew from tangible objects like products and architecture to intangible entries like services, systems, software, and social activities. As a global award that is open to design regardless of its origin, we have received entries from 45 countries and regions.

What does this continuous expansion of the GOOD DESIGN AWARD mean? In recent years, even under difficult circumstances such as the COVID pandemic, the number of entries continued to increase. This trend may indicate higher expectations for design to have a positive impact in various fields, and this recognition seems to have grown beyond sectors, nationalities, and communities.

We are now in the midst of unprecedented change, which has brought about not only progress but also new problems. With the upcoming Osaka-Kansai Expo 2025, we anticipate the emergence of products and services that incorporate innovative design and technologies. We expect this to help more people understand the multifaceted role of design.

The GOOD DESIGN AWARD makes an impact several times through its process: by being discovered through examination by the jury (100 respected designers and experts); being shared through award ceremonies, publicity, and the G Mark; and inspiring the next generation. We are confident that the renowned award, which boasts a history of almost 70 years, will continue to strengthen both your work and daily life.

We once again look forward to receiving many applications this year.