October 10, 2025

ShinMaywa Industries, Ltd. (Head Office: Takarazuka City, Hyogo Prefecture; President and Chief Executive Officer: Tatsuyuki Isogawa) launched a new corporate advertising series on October 1, with displays at 18 locations across 6 areas inside and outside the security zone of Osaka International Airport, as well as inside JR stations in the Tokyo metropolitan area (8 stations).
For this series, we’ve introduced the communication phrase “Building a smoother tomorrow,” and featured original illustrations by picture book artist Keiko Shibata to depict how ShinMaywa’s products are used across various aspects of society.

Since 2022, our company has been running a corporate advertising series that highlights how ShinMaywa products blend seamlessly into everyday life, featuring refreshing illustrations and the catchphrase: 'ShinMaywa: What we do is all around you.'
This new advertising series features the catchphrase 'Building a smoother tomorrow.' It reflects our commitment to stakeholders: that ShinMaywa Group’s products and services continue to support people’s lives in various settings today, and will keep delivering value by making society and daily life safer, more convenient, and smoother. Through this catchphrase, we express our role as an essential part of everyday life.
Through this advertising series, we aim to clearly communicate the diverse value offered by the ShinMaywa Group to both internal and external audiences, and to deepen understanding of our significance and role in society.

In the new advertising series “Building a smoother tomorrow,” we introduce MayMay, an alien who has come to Earth on a field trip from a distant planet. Through MayMay’s curious eyes, MayMay explores how ShinMaywa Group’s products and services quietly support the smooth functioning of everyday life—something Earthlings often take for granted. Illustrator Keiko Shibata brings MayMay’s genuine wonder and admiration to life through warm, charming illustrations. We hope this lovable character and these illustrations help stakeholders feel closer to the ShinMaywa Group and connect with the value we hold dear: creating lives that are safer, more convenient and smoother, 

Shibata-san's comment on this drawing

When I first heard about this project, I was surprised to learn that the passenger boarding bridges were made by ShinMaywa. Since I often travel for work by plane, I now feel a sense of pride every time I walk through a boarding bridge, knowing I was given the opportunity to be part of this project.

And what do you think of "MayMay,” the ambassador character? Although MayMay is an alien, I designed with a friendly and approachable appearance in mind, carefully considering every detail during the creation process.
I hope that MayMay, accompanied by the ShinMaywa Group’s products used in everyday life, will help more people discover and connect with their work. Through this, I aim to convey that the products we rely on daily are the result of someone’s dedicated effort to create something meaningful for the world.

Keiko Shibata

Keiko Shibata's Profile

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.

• Keiko Shibata's official website "Keiko Shibata Illustration"
• Keiko Shibata's official Instagram

Details of each work and its display location are available on the Corporate information “Advertisement”. 

​