“Drink and change ” Vending Machine
Cheerio Group, a domestic beverage manufacturer, celebrates its 11th year of sponsorship at Tokyo Rainbow Pride, marking a remarkable milestone in its ongoing commitment to LGBTQ+ awareness and understanding. Operating mainly in the Kansai, Chubu, and Okinawa regions, Cheerio has dedicated its efforts to fostering LGBTQ+ inclusion through its business endeavors. Today, we sat down with Yuki Nishio from the Marketing Department to discuss Cheerio’s current initiatives and the significance of their educational activities.
Ally Seals: Igniting Understanding from Within
Yuki with an “Ally Seal” on her business smartphone
Q: Cheerio has, in the past, implemented various initiatives aimed at creating a more inclusive work environment, such as setting up an anonymous counseling hotline and establishing its own same-sex partnership system. In 2023, you created the “Ally Seals”. What was the intention behind this initiative?
Yuki: The “Ally Seal” was created to provide a comforting environment for LGBTQ+ individuals who may feel hesitant to come out at work, reassuring them that their colleagues are allies. This seal is entirely optional, meant to be displayed on computers or phone cases. It’s quite conspicuous, sparking conversations about diversity both within and outside the company. Expressing allyship not only shows support for LGBTQ+ colleagues but also fosters awareness and acceptance among allies themselves.
Company-owned computers and smartphones of employees who have applied “Ally Seals”
Q: Cheerio has been publishing a column titled “Let’s Learn About LGBTQ+” in its internal newsletter since 2016, and you’ve been conducting internal training sessions to deepen understanding of LGBTQ+ issues since 2017. Have you observed the impact of these continuous educational efforts on employees?
Yuki: Yes, indeed. Every year, we conduct surveys on the awareness of the term “LGBTQ+” among employees, asking if they understand its meaning and if they can explain it to others. The percentage of employees who answered affirmatively has been steadily increasing year by year. Initially around 40% in 2016, it reached 90% in 2019, and in recent years, we’ve maintained over 95%.
Personally, before joining Cheerio, I was only vaguely familiar with the term “LGBTQ+,” but through training sessions, LGBTQ+ book corners within the office, and columns in the internal newsletter, I’ve gained insights into the experiences of LGBTQ+ individuals, deepening my understanding.
While external activities like participation in Tokyo Rainbow Pride are important, we prioritize internal communication to nurture a culture of acceptance among employees. By doing so, we believe that employees will extend their understanding of LGBTQ+ issues to their families and children, fostering broader awareness.
Voicing of Support Through Vending Machines
Rainbow packaging on product
Q: Cheerio has deployed vending machines, primarily in the Kansai, Chubu, and Okinawa regions, with approximately 30,000 units installed. These machines offer a variety of products supporting the LGBTQ+ community, such as Rainbow Packaged “Natural Mineral Water” and “LIFEGUARD” What has been the response to these initiatives?
Yuki: We’ve received numerous positive responses on social media, with comments like “Thank you for your ongoing support!” and “I noticed LIFEGUARD with its rainbow packaging!”
Even having just one rainbow product in vending machines seems to convey a message of support. Additionally, we’ve launched a project called “Drink and Change” where vending machines allocate a portion of their sales to support Pride events. This project aims to deliver a message of support to LGBTQ+ individuals through accessible vending machines 24 hours a day.
The “Drink and Change ” vending machines stand out from regular ones. Decorated in rainbow colors, they also offer customers a chance to learn about diversity. With each purchase, individuals can effortlessly support Pride events and indirectly take part in them.
“Drink and Change” Vending Machine
Q: Which companies have introduced the “Drink and change!” vending machines?
Yuki: We’ve seen interest from smaller companies looking to enhance diversity efforts internally but unsure where to start, as well as from large corporations with robust diversity initiatives.
Feedback from companies that have installed these vending machines has been positive, with reports of conversations about diversity starting among employees and visitors due to the conspicuous rainbow-colored machines even with just one vending machine installed.
Striving Towards a Diverse Japan: Our Continuing Mission
Employees with their families participating in Tokyo Rainbow Pride
Q: With this year’s Tokyo Rainbow Pride theme being “Don’t give up, Change Japan!”, what are your aspirations, both for Cheerio and personally, in continuing efforts to expand LGBTQ+ awareness without relenting?
Yuki: At Cheerio, we aim to support LGBTQ+ communities nationwide. Through initiatives like the Cheerio vending machines, we hope to spark interest among the indifferent and serve as a catalyst for their journey of understanding.
We also aim to further enliven Pride events across the country. While Tokyo Rainbow Pride attracts nearly 230,000 attendees, numerous Pride communities hold events in local regions.
Cheerio not only sponsors Tokyo Rainbow Pride but also encourages employee participation in local parades, often with their families. In 2023, we sponsored 13 organizations in various regions, and we plan to continue our active support.
Personally, I hope to provide opportunities for individuals who, like me in the past, were familiar with the term “LGBTQ+” but unable to explain it. Having LGBTQ+ friends myself, I was delighted when they trusted me enough to seek advice amid their various anxieties. Cheerio aims to become a trusted company for LGBTQ+ individuals, an essential aspect of our commitment to inclusivity.
