On May 27, 2025, a delegation of 140 of Ireland’s leading entrepreneurs visited SoftBank Corp.’s (TOKYO: 9434) headquarters to learn about how SoftBank grew into a major IT and telecommunications company as well as the strategic partnership it formed with Cubic³, a Dublin-based pioneer in solutions for Software-Defined Vehicles (SDVs).
The group visited SoftBank as part of the 2025 EY Entrepreneur Of The Year™ CEO Retreat program, which provided 140 Irish entrepreneurs the opportunity to meet with business leaders, academics and experts in Japan, as well as a chance to experience the nation’s culture and traditions.
The delegation was greeted by SoftBank Corp. Director & Chairman Yasuyuki Imai, who made note of SoftBank’s entrepreneurial roots. “Our company started out as a small startup, and we faced many challenges and grew step by step into what we are today. We will share that journey with you—real stories of setbacks, growth, and our vision for the future. I hope it will give you new ideas and courage as you take your next steps forward.”
After this greeting, the group was briefed on SoftBank’s history and future direction by SoftBank Corp. Senior Vice President and Cubic³ Director Daichi Nozaki. The group was also introduced to STATION Ai, SoftBank’s startup support hub based in Nagoya City, Aichi Prefecture. A panel discussion moderated by Head of Assurance and EY Entrepreneur of The Year, Ireland, Roger Wallace, and featuring Cubic³ CEO and EOY Ireland alum Barry Napier, COO Shane Sorohan, and SoftBank’s Daichi Nozaki, was also a highlight of the event.
SoftBank’s past, present and future
Nozaki, proudly wearing a Cubic³ hoodie, explained that SoftBank began its journey in 1981 as a software distributor in Japan before expanding into the PC Internet business and the mobile Internet. Shifting to the present, Nozaki briefed the group on SoftBank’s “Beyond Carrier” initiative to grow its non-telecom businesses such as PayPay. He noted that Cubic³ is playing a key role in SoftBank’s Global IoT Strategy, a new pillar of the company’s growth, and that he expects both companies will generate business synergies in areas such as non-terrestrial network (NTN) connectivity.
Nozaki closed his orientation with SoftBank’s future prospects in the AI domain, highlighting its collaboration with OpenAI to provide “Cristal intelligence” to enterprise customers.
Delegation introduced to STATION Ai, a startup support hub based in Japan’s industrial heartland
Next, Kanako Kato of STATION Ai, a wholly-owned SoftBank subsidiary and startup support hub based in Nagoya City, Aichi Prefecture, introduced the facility’s activities. She explained to the group that Aichi Prefecture is Japan’s leading region for manufacturing and that STATION Ai is aiming to become an “innovation terminal of Asia.”
Hosting startups and larger companies, Kato explained that STATION Ai creates opportunities for its members by holding meet ups and other community events. In the space of five months, 500 events were held at the facility, with more than half of them run by members themselves. “This shows that STATION Ai members are more active than we expected,” she commented.
Panelists tell entrepreneurs to “have fun along the way”
The centerpiece of the program was a panel discussion featuring Cubic³’s CEO Barry Napier and COO Shane Sorohan, along with SoftBank’s Daichi Nozaki. EY Ireland’s Roger Wallace, who heads Ireland’s EY Entrepreneur of The Year program, moderated the session. “We’d long been thinking of coming to Japan, and SoftBank was absolutely at the top of the list of must-see places to try and gain some insight from,” he said.
After Napier and Sorohan spoke about Cubic³’s growth story, including its successes and challenges along the way, Wallace asked if they had any advice for entrepreneurs. “One thing I’ve learned is that we need to ‘learn to listen’ and put our feet down on the ground,” Napier said. “As entrepreneurs, we’re always trying to get the sale and grow the company. We’re trying to think really fast, but we also have to learn how to slow down.” Raising funds also forced Cubic³ to be disciplined, Napier said. “There’s been a lot of hard times, but we always had fun along the way,” Sorohan added.
Describing Cubic³ and SoftBank’s strategic partnership, Napier said SoftBank’s relationships with Japan’s automotive manufacturers have helped Cubic³ further expand its business. Nozaki added, “Our partnership is contributing to our vision and I’m very grateful for that.”
SoftBank veteran gives words of encouragement
After the panel discussion, Kunihiro Fujinaga, SoftBank Executive Vice President and Deputy Head of the Enterprise Unit, gave closing remarks. Noting that when he first joined SoftBank in 2000, the company was just beginning its foray into ADSL broadband services, and that it subsequently acquired fixed line and mobile communications companies, making the company what it is today. “To create new and innovative services, we’re now combining communications services with the cloud and generative AI,” he added.
“Perhaps your company will also grow in this way. We wish your enterprises a strong and healthy future. We can change the world together,” Fujinaga said in closing.
Related News
(Posted on June 5, 2025)
by SoftBank News Editors
