Matsumae Event changes its name to Zenshin Event

Matsumae Event changes its name to Zenshin Event in connection with the expiry of the contract for the sports event Matsumae Cup. 

2026 marks the first year without an associated sports event, giving Matsumae Event the opportunity to sharpen its focus and adapt more closely to the business community and school calendar — and it will now be held in September. This year’s program focuses on Business and Culture.

The cultural program is being expanded with a Japanese film festival, school workshops on Japanese culture, as well as a special surprise that has not yet been revealed. The business program continues its development and offers a conference with two parallel tracks, company visits, and another inspiring morning meeting for professionals.