Toward the spread of synthetic fuel, Gen Z students, executives, and field personnel discuss the future of society ① "Green Premium Strategy Conference" held

Commemorative photo of participating students and our company executives

On November 7, 2025, 11 young people from Generation Z gathered on the 28th floor of Idemitsu Kosan's headquarters. The 11 participants were participants in the "Dekabo Challenge 2025 Summer" (sponsored by Earth Hacks Inc.), a business contest in which students, companies, and local governments co-create new business ideas around the theme of decarbonization (Dekabo). Idemitsu Kosan's CNX Strategy Department participated in this event for the first time in September, with the theme "Overcoming the Green Premium and Creating Value - Developing a Marketing and Business Model to Break Through the Price Barrier and Accelerate Market Penetration of synthetic fuel." Three student teams worked with members of the CNX Strategy Department to put together business plans.

Just over a month after the end of the Dekabo Challenge, Idemitsu Kosan, in cooperation with Earth Hacks, invited members of the three teams to a "Green Premium Strategy Meeting." This was an original Idemitsu Kosan project aimed to inspire the students with the flexible ideas of Gen Z and engage in constructive discussions aimed at realizing their business plans. The dialogue was attended by employees from departments involved in the promotion of synthetic fuel, including the CNX Strategy Department, Petroleum Marketing Department, and Sales Planning Department, as well as President Sakai, Vice President Sawa, Managing Director Morishita, and Executive Officer Tanaka. Each of the three teams further refined their business plans over the course of a month and took to the stage on November 7th.

The event will be held not in a conference room but in a "co-creation space" designed to encourage free thinking.

"Green Premium" refers to the additional cost incurred when selecting and purchasing products and services that contribute to decarbonization compared to conventional products and services. The cost of synthetic fuel is expected to be higher than conventional fuels, and there are high hurdles to overcome before they can be "commonly used." Idemitsu Kosan has positioned synthetic fuel (e-methanol) as one of its key businesses and is investing in its commercialization, but no one else has the answer to how to overcome this hurdle. The students who took on this difficult question presented the following plans.

<Business ideas from each team>
■ Team A (Shinohara, Matsuura, Okubo, Sato (absent on the day))
"Sunrise Future Project"
Idemitsu Kosan envisioned "renting a car at a travel destination" as a situation in which university students become familiar with fuel. In order to create an opportunity for university students who prioritize price over the environment to choose this plan, they came up with a Hokkaido travel plan that would provide synthetic fuel free of charge. By selecting a tourism experience with a partner municipality through Idemitsu Kosan's official app, "Drive On," students would be able to rent a car free of fuel costs. They expressed confidence in the plan, saying it would build a win-win-win relationship between university students, municipalities, and Idemitsu Kosan.

Show off your team spirit with idemitsu-colored ties and binders

▶After the announcement, Setsurahara of the Sales Planning Department commented, "The question is how to monetize after the free period ends. I feel that if the burden is shared between the local government, students, and Idemitsu Kosan, it could be developed into a rental car plan that also includes fuel costs." President Sakai then offered a comment encouraging the CNX Strategy Department members, saying, "Idemitsu has almost all the assets needed to make this a reality, such as Refinery and service station. I'm very excited. We at Idemitsu must work hard to reduce costs even further."

■ Team B (Kitamura, Kuroiwa, Saito, Nakajima)
"Welcome to the world of synthetic fuel- Oidemitsu Project"
They focused on two characteristics of Generation Z: "emphasis on experience value" and "love of visual appeal." Using "Oidemitsu," an original character that conveys the appeal of synthetic fuel, they planned measures such as (1) a booth to promote the appeal of synthetic synthetic fuel (exhibiting at events popular with young people) and (2) a certification (eFC mark) that can be given to products that use synthetic fuel as raw material or fuel. They came up with the idea that using synthetic fuel as a raw material for PET bottles, where there is little price difference, and granting certification would be the first step in overcoming the Green Premium issue. When Oidemitsu unleashed his signature move, the "Come Beam," smiles spread throughout the venue.

Team B brings smiles to the audience with their "Come on Beam"

▶Comments included, "I was surprised by the idea of a synthetic fuel character. It is very easy to understand, including the characteristics of what it is made from. It's cute, and I'm already a fan" (CNX Strategy Department Manager Adachi), and "We tend to associate it with use as fuel, but the idea of attaching the eFC mark to products made from synthetic fuel is revolutionary" (Executive Officer Tanaka). Vice President Sawa made an "Oidemitsu joke," saying, "I was so saddened by the results of a student survey showing that awareness of Idemitsu's synthetic fuel efforts is low that my shirt, which was originally red, turned blue," before addressing members Petroleum Marketing Department, saying, "Both the character and the eFC mark are very good ideas. It would be great if we could make it a reality."

■ Team C (Hirano, Ikegami, Toyoda, and Nozomi)
"MIX PROJECT"
He analyzed that the true value of synthetic fuel lies in its ability to utilize existing infrastructure, such as existing cars and gas stations. He also noted that Idemitsu Kosan is "a company that brings back the good old things and the present through the fusion of the past and the future." To stimulate interest among Gen Z, who enjoy "retro" and "personality tests," Phase 1 will feature a pop-up event themed "When new and nostalgia intersect, the future begins to move." Phase 2 will offer participants who take the unique synthetic fuel personality test a ride in a classic car powered by synthetic fuel. The classic car ride is stylish and socially appealing, so it aims to spread awareness among Gen Z. The project name is an acronym for M (with everyone), I (Idemitsu), and X (transformation).

Team C incorporates the Idemitu color "red" into some of their clothing.

▶When asked by Katagiri, Deputy General Manager of the CNX Strategy Department, "How much would it cost per liter to try synthetic fuel?" the student replied, "200 yen," causing a murmur in the hall. President Sakai, who listened and nodded as the student continued, added, "I think that posting it on social media will also help to communicate my own values, which are geared towards doing good for the environment," commented, "I had the image of synthetic fuel being something of the future, but when you combine it with the added value of being 'elegant' and 'stylish,' I felt it was very novel. I was impressed by the sensibility unique to the younger generation."

Several media outlets were present on the day, and a press conference was held after the strategy meeting concluded. President Sakai commented on the success of the strategy meeting, saying, "When we think about it, we tend to focus on the product itself, but they came up with many ideas that effectively combine the value of synthetic fuel while focusing on the everyday lives of Generation Z, who will be our main user group in the future. I learned a lot from them. I would like to continue to have opportunities to come into contact with the sensibilities and values of today's young generation, not just university students."

Click here to read an interview with the four members of Team B who brought smiles to the audience with their "Come on Beam."
[Student Team Interview]
The trump card for making it your own is an original character!?
We spoke to the members of Team B, who thrilled the crowd with "Come on Beam!"