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Lessons from the Award-Winning Projects at HACK SONIC: The Digital Transformation of Oshikatsu Fandom by Startups
- The HACK SONIC hackathon, held under the theme of oshikatsu (enthusiastic activities in support of a person or thing of which someone is a fan), generated numerous innovative ideas that combined feelings and technology.
- Take a closer look at five award-winning projects that used printing and scanning to bring digital ideas into the real world.
- Learn about the hidden potential of open innovation as envisioned by Epson, which is pursuing co-creation with startups.
Oshikatsu is no longer a niche fandom activity. It has evolved to become a cultural phenomenon that aligns with people's lifestyles and values. In March 2025, entrepreneurs and engineers from across the country come together at the HACK SONIC hackathon to explore new possibilities for the use of technology in support of their passions. Sponsored by Seiko Epson, HACK SONIC was held for three days at G's Academy. Seventeen teams, comprising 32 participants, competed to develop innovative solutions on an oshikatsu theme. (See this article for event details.) Using tools such as the Epson Connect API, the teams came up with unique products that combined passions with the real world.
In this article, you will learn the stories behind the products-stories involving the fusion of passion and technology-through interviews with members of the five award-winning teams. What the winners had in common was not just that they had created something convenient but that they had discovered ways to deliver heartfelt feelings. Passion for the object of one's affection drives innovation, as this report from the hackathon shows.
The five award-winning projects
2shot∞
Secrets and innovations for winning
Since the theme of the hackathon was oshikatsu, our team discussed what kind of experiences would delight fans. While considering existing selfie events, we came up with a way for a huge number of fans to simultaneously take a personal photo with their idol. I think we were successful because we focused on an idea that circumvents the limitations of typical selfie events and incorporates innovative technology to do so.
Overview of the project and problem solved
At traditional meet-and-greet events, fans often have to wait for hours in long lines after concerts to shake hands and have a word with their idols. We figured that, instead of spending time waiting in line, they could better spend that time holding another concert. With our app, 1,000 fans can take a photo with their idol in a matter of just 10 seconds, saving time and enhancing convenience for both fans and their idols. The ability to take photos remotely from satellite venues over a network represents new value.
Future prospects and expectations for co-creation
In the future, we plan to conduct a proof of concept at actual idol events to observe user reactions. We want to get people to use the app at both large and small events, where we can uncover areas needing improvement and underlying needs. Doing so will enable us to further evolve the service and make it easier to use.
Mago-Oshi
Secrets and innovations for winning
We were successful in large part because we were able to accurately express a problem in the form of a product based on real-life experiences by a team member who is a business owner. Within a short period, we focused on the core features and removed functions like login and user management. We concentrated on developing a minimum viable product (MVP), with minimal features that would immediately make its value apparent when we presented it.
Overview of the project and problem solved
This project was designed to strengthen the bond between grandparents and their grandchildren who live far away. Since many older people find it difficult to use digital devices, we felt there was a need for a simple way to deliver photos of their grandchildren to them.
Future prospects and expectations for co-creation
In the future, we want to use AI to increase the number of newspaper design templates and incorporate video and voice. We also plan to investigate additional features such as one that automatically selects the best shot from the collected photos and a login feature for a more intuitive UI/UX.
Wish Upon Your Star
Secrets and innovations for winning
From my own experience of having been a passionate fan of an idol, I realized how important feelings are. My current favorite is a veteran male actor, so I created something that physically embodies the sympathetic connection and like I have for him. It's a business card. Even I, at 44 years old, can carry around a business card and nonchalantly show it to people to strike up a conversation. I also purposely incorporated a story that is related to my main job in space entertainment to excite the audience.
Overview of the project and problem solved
Oshikatsu isn't limited to young people or idol fans; everyone understands the desire to get behind and support someone. In this project, I sought to propose a new tool that gives form to that feeling and would reach a wide range of people. I think I was successful in drawing on my own experience to create something that I had always wanted.
Future prospects and expectations for co-creation
Printing actually goes really well with space-themed entertainment; there's something special about being able to keep the object of your affection with you. I'm hoping to team up with a university or company to try fun ideas that connect space and analog, like taking photos of the Earth from space and printing them out. If the next hackathon has a space theme, I'd love to take on the challenge again.
Linkle
Secrets and innovations for winning
I've already started my own business. I focus on addressing issues like couples' communication and situations in which the relationship between a couple deteriorates after childbirth. For this hackathon, I proposed a problem-solving product that builds on that work, with a strong emphasis on storytelling. I think the judges recognized that my focus wasn't on the technology itself, but on the means for conveying messages that people want to deliver.
Overview of the project and problem solved
I focused on the concept of "love languages"-the different ways people express love-and honed in specifically on words of affirmation. I came up with a way to turn recorded voice messages into visual designs that can then be printed on things like cards or dividers used in bento boxes, making it possible to turn feelings into something tangible.
Future prospects and expectations for co-creation
In the app I am currently developing, I'm exploring a feature that helps couples talk about difficult topics-especially around sex. By adding a message-printing feature to the app, I'm hoping to create a new kind of experience that supports deeper, more meaningful conversations.
NICE PHOTO
Secrets and innovations for winning
We had a clear objective: we wanted to create a product that utilizes generative AI, and, importantly, discovered that there is value in the experience of printing the output. Initially, our oshikatsu focused on penguins, but on the second night, we decided to pivot towards generating picture books to deliver a more emotional impact. We believe that the judges recognized us for our flexibility and speed in making this switch with the help of someone knowledgeable about AI.
Overview of the project and problem solved
Picture books are usually read over and over with content that never changes, but we felt there could be room for a more personalized experience. So, using AI, we devised a way to automatically generate picture books in which the reader can become the main character. For example, you could present a child with a storybook in which he or she is the main character, making the book that much more special.
Future prospects and expectations for co-creation
We want to gauge the market potential and add editing supervision to the AI-generated picture books to enhance their educational value and storytelling. We want to create quality picture books, books that will have an emotional impact and that children will want to read over and over again.
Ideas with a common formula for success
The five winning projects were all different in terms of approach and subject matter, but they also had several things in common. We identified three key elements in the formula for success from a startup perspective.
1. Choosing a problem to address based on personal passions
Each team started with a desire to make someone happy or to create an experience they wanted themselves. The oshikatsu theme naturally drew out participants' passions, generating many enthusiastic ideas. Choosing a user-centered problem sharpens the focus on the product and its ability to resonate with others. The level of passion is embodied in the specifications.
2. Minimum viable products with designs that communicate their value
The hackathon was only three days long. So, with time being limited, the emphasis was on communicating rather than completeness. By boldly eliminating non-essential features, teams ensured that the product's core value was immediately apparent at the moment of presentation-a clarity that gave the winners a compelling edge in the eyes of the judges.
3. Printing and scanning: The strength of real-world experiences
Many teams skillfully utilized the printing and scanning features of the Epson Connect API as the intersection with the real world. They created an experience that enables users to send their feelings to the object of their passion or to keep that person or thing by their side, rather than just viewing it through a screen. This was not just a means but functioned as a design element that created surprise and delight for users.
Epson × startups: What lies ahead
Epson is expanding the possibilities of co-creation centered around real-world technologies like printing and scanning. The recent HACK SONIC event served as a testing ground and a doorway to the future.
Participants didn't just propose new features; they created services that plumbed the depth of human feeling and experience. The event showcased the potential for Epson's technology to be more than just a tool; it showed its potential for evolving into infrastructure for sharing an emotional connection.
Printing technology still harbors untapped creative possibilities. There are fragments of value that can only be discovered by startups. Epson will continue work with partners to accelerate the discovery and implementation of this value. The spark for co-creation might just come from the object of your passion.
Want to know more about the Epson Connect API? Click the link below to explore our API in detail.
Interviews were conducted in March 2025.
Posted by: Seiko Epson
Note: All organization names, affiliations, titles, and interview content were correct as of the time of the event.