“On the Frontlines” is a series that takes a closer look at SoftBank Corp. (TOKYO: 9434) employees in the field or behind the scenes to showcase their expertise, passion and dedication to their work. In this installment, we followed Yuzuki Inoue, an employee stationed at Fukuyama City, Hiroshima Prefecture, who is involved in planning and operating Setouchi Tech LAB, a regional hub designed to promote digital transformation (DX). SoftBank News asked her about her current responsibilities, the appeal of working at a regional location, and what motivates her.
Yuzuki Inoue
Fukuyama Innovation Center
Next Gen Social Infrastructure Promotion Office
Technology Unit
SoftBank Corp.
Inoue joined SoftBank in 2022. Born in Shizuoka Prefecture, she enjoys watching musicals and traveling in her spare time.
Promoting DX with technology-focused communication
Tell us about your background and place of work.
Inoue: I joined SoftBank as a new graduate in 2022. In April 2024 I relocated to Fukuyama City, Hiroshima Prefecture, where I’m now responsible for planning the operation of Setouchi Tech LAB, a regional hub created to promote DX and implement technology in local communities. At Setouchi Tech LAB, we showcase use DX cases that address real regional challenges in the former Bingo Province region, which includes Fukuyama. The facility also features exhibitions of advanced technologies.
As a space designed to deepen local companies’ understanding of technology, I keep track of the latest tech trends and consider how the facility should evolve. A typical day for me is as follows.
At Setouchi Tech LAB, visitors can see and experience solutions designed to help advance digitalization in the region
A day in the life
8:30 Arrive at office / check emails
I’m in the office almost every day, about four to five days a week. I usually come in the morning, but sometimes I work remotely in the morning and head to the office in the afternoon.
9:00 Prepare documents
If I don’t have morning meetings, I often use this time to check emails or create materials. One day, I had a meeting with staff from Fukuyama City Hall in the afternoon about future initiatives for the Setouchi Tech LAB, so I prepared discussion materials. When I’m in the office, I can easily ask my manager or senior colleagues questions on the spot, and this really helps with my work progress.
12:00 Lunch break
When working from home in the morning, I usually eat lunch at home before commuting to the office. When I’m in the office, I often go out for lunch with my team members.
13:00 Getting Setouchi Tech LAB facility ready
Setouchi Tech LAB is open to anyone with a reservation. Besides displaying exhibits featuring advanced technologies and use cases that solve local issues, we also host seminars and events on IT utilization, and I sometimes serve as a speaker. The space is also used for meetings with visitors.
A space for communication inside the Setouchi Tech LAB
13:30 Welcoming visitors
Our visitors include local junior and high school students, university students, and companies from inside and outside Hiroshima Prefecture. The technology area introduces solutions developed by local companies and showcases their real-world applications—allowing visitors to see and experience a wide range of innovations.
I ask visitors about the challenges they face and explore how digitalization can help address those issues.
Exhibits include, for example, the “Litter Count” app, which uses the LINE application programming interface (API). When people send photos of collected trash via LINE, the data is plotted on a map and used by municipalities. Another exhibit is a 5G-powered remote heavy machinery operation demo, where visitors can operate a miniature excavator remotely and load sand onto a model truck.
15:00 Meeting with local government officials
Operating Setouchi Tech LAB, which features many technologies created by local companies, requires close collaboration with local governments. As we prepare for an era of coexistence with AI, updating our exhibits is essential. In a meeting with Fukuyama City officials, we presented our goals and discussed potential areas for collaboration. We hold regular meetings with municipal and chamber-of-commerce representatives to maintain strong relationships.
16:00 Internal debrief
After the meeting, we reviewed the discussion internally, confirmed what was agreed on and decided on next steps.
17:00 Administrative work
After closing Setouchi Tech LAB, I returned to our office area to check emails and complete other administrative tasks.
Turning Setouchi Tech LAB Into a National Model for Regional DX
Have you been at Fukuyama since joining SoftBank?
Inoue: Actually, for my first two years, I worked at SoftBank’s Tokyo Takeshiba Headquarters in a division promoting DX in agriculture. Our department provided agricultural IoT solutions, and I handled a wide range of tasks, including marketing, PR, device inventory management and export arrangements. I transferred to Fukuyama in April 2024, but because I continued some responsibilities from my previous department, I fully shifted into Setouchi Tech LAB work three months later.
Did you request the transfer?
Inoue: Yes, I did. While working in my previous department, I had a concurrent role connected to the Fukuyama office. Although I wasn’t directly involved with Setouchi Tech LAB at the time, I found the idea of addressing regional challenges, not through sales but through a tech-driven hub, really fascinating. I became interested in solving local social issues by being part of SoftBank. The warm, family-like atmosphere of the Fukuyama team also played a big role in my decision.
What regional challenges did you notice in Fukuyama?
Inoue: One challenge is that essential facilities aren’t always within walking distance, so life can be difficult without a car. Traffic congestion is a common issue, too. From a business standpoint, I’ve noticed that digital utilization varies significantly among companies. Not enough companies fully understand the benefits or potential of digitalization.
At Setouchi Tech LAB, our goal isn’t simply to say how amazing technology is, but to present real use cases and examples. We aim to work alongside companies to combine solutions tailored to their environment and help solve issues unique to them.
Are you used to the role now?
Inoue: Yes, though I still face challenges due to my limited experience. As we consider how to evolve Setouchi Tech LAB—its concept, exhibits, and future direction—I’m working hard to develop and articulate ideas. Our mission within the Next Gen Social Infrastructure Promotion Office is to create a future where AI and diverse data can be flexibly and appropriately utilized as an essential foundation for a digital society. To achieve this, I want Setouchi Tech LAB to become a model case for regions nationwide.
What do you find appealing about working in a regional location?
Inoue: At the Fukuyama office, I’m the youngest employee. At first, being surrounded by senior colleagues was intimidating, but they’re incredibly supportive. They respect the opinions of younger members and always offer advice. The team feels very close. We also receive warm support from colleagues at the nearby offices. They check in on us and are easy to talk to about even small issues. The sense of support is overwhelming.
How is life in Fukuyama?
Inoue: The atmosphere is very welcoming, and the team is close, both personally and professionally. We go out for drinks regularly, and recently, our team went bowling after work! In 2025, we also went to a fireworks festival and a baseball game, and even had a barbecue with colleagues from Takamatsu. Lately, a senior colleague introduced me to fishing, and I’m now hooked. I love the outdoors, and being surrounded by nature makes life here very fulfilling.
What are your future career goals?
Inoue: My priority is to develop a solid mid- to long-term plan for Setouchi Tech LAB and operate it strategically. I also want to host more events, build new relationships with companies through those events, and make the facility even better than it is now.
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(Posted on January 21, 2026)
by SoftBank News Editors
