Delivering 90 years’ worth of gratitude, transforming a place to look back on history into a place that leads to future business opportunities.

Held from Friday, October 31 to Wednesday, November 5, 2025, the “Japan Mobility Show 2025 PREMIUM TOUR” reception hosted by UD Trucks Corporation took place at Hilton Tokyo Odaiba and Hilton Tokyo.

The event welcomed a large number of guests, primarily business executives from companies that purchase UD Trucks. 

Beyond expressing appreciation for the company’s 90th anniversary and reflecting on its history, the event was designed with a broader objective: to strengthen customer relationships and support future sales opportunities.

At the venue entrance, a specially designed 90th Anniversary Gate and History Exhibition created a memorable introduction to the UD Trucks brand story. The experience continued with a radio DJ narrating the company’s 90-year history in sync with a photo slideshow, audio content played throughout the foyer, and dynamic LED presentations that took full advantage of each venue’s unique characteristics. Every element was carefully designed to naturally communicate both gratitude for everything up to the present and excitement for the future.

This team, we spoke with the UD Trucks team about the background of the event and the ideas behind its design.

What was the primary objective of this event?

The primary objective was to express our sincere appreciation to the customers who have supported UD Trucks over the years as we celebrated our 90th anniversary.

At the same time, this was more than a simple commemorative event. It was also an important opportunity to help guests rediscover the history and values of UD Trucks, strengthen the trust we have built with them, and create future sales opportunities.

Because the attendees were primarily business executives from companies that purchase UD Trucks vehicles, we wanted to create an experience that was centered around not just celebration but also our company’s history, credibility, and vision for the future.

What was your highest priority for this event?

Our highest priority was creating an experience that conveyed the significance of our 90th anniversary while remaining engaging and memorable rather than overly formal.

To achieve this, we installed a 90th Anniversary Gate at the entrance, followed by a History Exhibition that allowed guests to experience the company’s 90-year journey from the moment they entered the venue.

We also placed great emphasis on the historical narration performed by a radio DJ alongside a photo slideshow. Rather than presenting our history as a simple chronological timeline, we structured it as an audio story, allowing guests to naturally absorb the history and values of UD Trucks through storytelling.

At the second venue, we recorded the radio DJ narration from the first event and played it in the foyer before the reception began, served alongside welcome drinks. This allowed guests to immerse themselves in the UD Trucks brand experience even before entering the main event space, making it one of the event’s defining features.

What was the biggest challenge in producing the event?

The greatest challenge was maintaining a consistent experience across multiple event dates and venues.

Each venue differed in size, layout, traffic flow, and technical capabilities, so simply reproducing the same content would not have delivered the same quality of experience.

To address this, we maintained a consistent overall brand concept while adjusting the presentation and production methods to suit the unique characteristics of both the Odaiba and Shinjuku venues.

The Shinjuku venue, in particular, offered the opportunity to utilize a large-format LED display, allowing us to redesign the spatial experience and create an even more immersive environment.

What stood out in your cooperation with GLOBAL PRODUCE?

What impressed us most was that the team did not simply accept our requests at face value. Instead, they took the time to explore why each element was necessary and how it should be communicated to participants.

Rather than proposing individual decorative elements or production ideas independently, they carefully considered how the entire experience should unfold emotionally in order to support the objectives of expressing gratitude for our 90th anniversary, reflecting on our history, and creating future sales opportunities.

Their on-site support was also exceptionally thorough, allowing us to entrust them with the management of multiple event dates with complete confidence.

How did the participants respond?

We believe our guests were able to truly appreciate the significance of the company’s 90th anniversary.

In particular, the 90th Anniversary Gate and the History Exhibition created a strong visual impact, contributing to a weighty atmosphere.

The historical narration by the radio DJ also offered a refreshing alternative to a traditional corporate presentation, making it easier for guests to listen, enjoy, and remember the occasion. Together with the audio experience in the foyer, these elements created a seamless journey through the event and strengthened the connection between visitors and the UD Trucks brand.

Did you achieve this event’s objectives?

Yes. We believe the event successfully fulfilled its role as both a meaningful opportunity to express gratitude for our 90th anniversary and a platform for strengthening relations with our customers.

This event was not simply about celebrating a milestone. It was also an opportunity to reflect on our history while reaffirming why our customers can continue to place their trust in UD Trucks moving forward.

In that sense, helping participants reconnect with the company’s history, values, and long-term vision while creating positive opportunities for future engagement was a significant achievement.

How would you like to develop this event in the future?

Because this event marked our 90th anniversary, we placed our primary focus on expressing gratitude and sharing our history.

Going forward, we would like to strengthen the experiential elements that communicate the value of our products and the future of the UD Trucks brand.

For example, in addition to highlighting our history, we hope to incorporate experiences that more vividly communicate the company’s future vision, as well as the appeal of our products and services. By doing so, we believe the event can evolve beyond relationship-building, and into an even more effective platform for supporting future sales.

Were there any sustainability initiatives incorporated into this event? (Including initiatives that resulted in sustainable outcomes.)

While the event did not prominently promote sustainability as a central theme, we believe several aspects of the production naturally contributed to more sustainable event management and design.

In particular, the History Exhibition and the radio-based storytelling demonstrated that meaningful experiences can be created through compelling content rather than an over-reliance on excessive temporary installations or extravagant production.

Additionally, repurposing production assets from the first venue for use at the second venue helped reduce unnecessary waste while maintaining a consistent level of quality throughout the event.

Closing remarks

Designed not only to celebrate UD Trucks’ 90th anniversary but also to strengthen future relationships and create new sales opportunities, the UD Trucks Japan Mobility Show 2025 PREMIUM TOUR looked beyond commemoration, aiming its gaze toward the future.

At GLOBAL PRODUCE, we will continue creating events that do more than simply communicate a company’s history and aspirations. We design experiences that truly resonate with participants and inspire meaningful action beyond the event itself.