Special Dialogue: The Creative Power Behind “Building a smoother tomorrow.”
Photographed in front of ShinMaywa’s new advertisement displayed on the fixed bridge leading to passenger boarding bridges at Osaka International (Itami) Airport.
The Creative Power Behind “Building a smoother tomorrow”
Keiko Shibata, a picture book author widely acclaimed in Japan and abroad, created the illustrations for ShinMaywa Group’s new advertising series, “Building a smoother tomorrow,” and designed our ambassador character, MayMay. In this special dialogue, President Isogawa and Ms. Shibata discuss the story behind the project, their passion for creation, and the source of inspiration that drives their work.
With the cooperation of Kansai Airports and Kansai Airports Retail & Services
The Birth of a New Advertising Series — The Meaning Behind “Building a smoother tomorrow”
Isogawa
Ms. Shibata, thank you for coming all the way from Kochi to Osaka International Airport today.
Every time I see our new advertisement on the fixed bridge, the warm illustrations and MayMay’s cheerful presence make me feel at ease.
Shibata
Seeing it in person was truly moving. The walkway to the aircraft feels so bright and welcoming with MayMay’s illustrations—it creates a sense of excitement and lifts the mood of travelers.
Since 2002, Keiko Shibata has been active as a freelance illustrator across a wide range of fields, including books, advertising, and general merchandises. In 2016, she made her debut as a picture book author with her first title, "Meganeko" (published by Tegami-sha). Her picture book works include the "Pome-chan" series (Hakusensha), the "Pan Dorobou" series (KADOKAWA), the "Polar Bear Picture Book" series (PHP Institute), "I Won’t Move" (written by Kenta Otsuka, published by PIE International), and the "Panda Spoon" series (Poplar Publishing), among others. As of June 2025, the "Pan Dorobou" series has surpassed a total of 4.5 million copies sold.
Isogawa
Every time I walk through that corridor and see the illustrations, I feel energized.
By the way, were you familiar with ShinMaywa Group before this project?
Shibata
Honestly, I wasn’t. But the more I learned about your company during the production process, the more I was surprised to realize that aircraft passenger boarding bridge, submersible pump, mechanical car parking systems, refuse compactors, and motors were all part of the group's technology! I was surprised to realize that the ShinMaywa group's technology was everywhere in our daily lives. All of them are "behind the scenes" supporting people's lives. I felt that this is a very cool job that embodies what the ad copy says.
Isogawa
Thank you.
ShinMaywa Group currently supports social infrastructure in five business fields: aircraft, special purpose truck, parking systems, Industrial Machinery, environmental systems, and Fluid Machinery.
The challenge is that most of our products work behind the scenes, so they’re rarely noticed.
Shibata
That’s why this new series, “Building a smoother tomorrow,” was born.
Isogawa
Exactly. Our work isn’t flashy, but it ensures that someone’s day runs smoothly. We wanted to convey that value in a more approachable way. That’s how the idea of an adorable alien character came about—someone who can go places humans can’t. Your warm, imaginative style felt like the perfect match for our vision.
Shibata
I’m delighted. By the way, Mr. Isogawa, what impression did you have when you first saw my work?
Shared Values in Creation "kotozukuri" — Picture Books and Engineering
Isogawa
When I saw a documentary about you, I was impressed by your dedication to every detail. Continuously creating works that resonate with readers is no easy task. Your focus on the reader reminded me of our own approach—always thinking about the customer.
Shibata
I agree. There’s a similarity.
I love adding little surprises to my books—details that make readers say “Wow!” That sense of excitement is what makes creation fun.
Isogawa
It’s the same in design and development. We aim to deliver more than expected, to surprise and delight our customers. That’s our mission.
Shibata
And those surprises spark the next wave of creativity.
The Birth of MayMay — Connecting “Softness” with “Reliable Technology”
Isogawa
When we asked you to create an alien character, did that surprise you?
Shibata
I started by understanding ShinMaywa’s concept thoroughly. Then, together with your project team, we explored how this character would move and interact with each business theme.
Isogawa
Now, MayMay has become our official ambassador character. What was your vision for "MayMay"?
Shibata
I wanted MayMay to be a “friendly alien.” Curious and playful, flying freely through the sky, exploring Earth’s mechanisms. I paid close attention to colors, expressions, and movements so that both children and adults would find MayMay approachable. Creating the six illustrations was like making picture books—each one tells a story. The hardest part was the initial sketches, figuring out how to convey key messages clearly within limited space.
Isogawa
Your ability to make things like refuse resources recycling center and submersible pumps so easy to understand was a delightful surprise.
MayMay as a Bridge to the Future — Making Invisible Strength Visible
Shibata
ShinMaywa’s business fields are truly vast.
Isogawa
Yes, and most of our products are custom-made—tailored to each customer’s needs. Turning those ideas into reality is our pride.
Shibata
I feel that well. In picture books, the unseen foundation—the plot—determines the quality of the work. Behind the colorful pages lies a huge amount of invisible effort.
Isogawa
It’s the same for us. Our mission is to keep supporting society through infrastructure, even if our work isn’t always visible.
Shibata
If MayMay can help people discover that “invisible strength,” I’d be thrilled.
Isogawa
Through this advertising series , MayMay connects all our businesses into one world view—turning separate fields into “partners supporting daily life.” We look forward to walking together for years to come.
Shibata
I’d be happy if MayMay becomes everyone’s favorite.
Isogawa
Fans of your picture books might see MayMay and wonder, “Which company is this?” That curiosity could lead them to discover ShinMaywa—and realize we’re quietly supporting their lives every day. That would be wonderful.
Embracing Change While Pursuing Growth and Sustainability
Isogawa
Even for someone like you, there must be pressure to make each new work surpass the last. Companies face similar expectations for continuous growth. Looking back on ShinMaywa’s 100-year history, we’ve had our share of challenges. But I believe in taking the long view—five to ten years—and focusing on steady growth. Please prioritize your health and take breaks when needed, so you can continue creating for your fans for many years.
Shibata
Thank you for the advice. I’ll keep your words in mind and aim to stay active for life.
Isogawa
Thank you very much for today.
Together with MayMay, we hope this message reaches many people. Every day, somewhere, ShinMaywa Group’s products and services are supporting social infrastructure.
