We would like to supply electricity to local areas by utilizing the tidal power of the Seto Inland Sea with generators that are small, lightweight, and exciting. Kiyoshi Fujiwara, Representative Director of SETO iS POWER Co., Ltd., is envisioning such a future. He is truly enthusiastic about the project Starlite is working on together as a collaborating partner.
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"SETO iS POWER"—The powerful message behind the company name
Tsujimoto (Starlite): First, I would like to ask about the company name. When I first saw it, I thought it was poetic. What inspired you to name your company?
Fujiwara (SETO iS POWER): Oh, it actually has three meanings. “SETO” refers to the Setouchi region. The “iS” comes from the English verb “is” and also stands for “inland sea”. In short, it means “The Seto Inland Sea is a source of power!”
T: As a name nerd, I love hearing their origins. When I heard this one just now, I got goosebumps! I think company names derived from specific locations often reflect how people feel about that place.
F: It would be great to expand this project beyond Japan to the inland seas around the world. Would not it be interesting if “XX iS POWER” started popping up all over the world, and people asked, “What is that? Where does this project come from?”
T: That is wild and very exciting!
"For me, the sea was part of everyday life."—Reason for getting involved with tidal power generation
T: What made you decide on tidal power generation among the many types of renewable energy?
F: Well, the sea is like a landscape to me. I grew up in Tamano, a port town in Okayama Prefecture. Every morning when I wake up, I see the sea, and every evening when I come home, the same view greets me. But no one uses the flow of this sea. It would be a waste not to put it to use.
T: That is a very realistic reason.
F: Yes. When I realized that the sea I had seen since childhood was a treasure trove of energy, I thought, “I have to do this!”.
T: The reason behind “Why do it?” is not some big philosophy, but rather “I want to make use of familiar resources.” That is why so much passion has been poured into this project!
"I want to make a Roadster in the world of the tidal power generation."—Dreams came before technology.
F: I had an epiphany of making a Roadster in the world of the tidal power generation.
T: MAZDA MX-5 Roadster!?
F: Yes! It is small, lightweight, and anyone can enjoy it. Not everyone has to like it, but there are people who genuinely like it. It is okay to have such a strong preference for a generator, right?
T: Yes, absolutely! Bringing in the concept of “favorites” is a unique approach.
F: I know! And what is more, small devices are easy to transport and install. Putting something in the sea usually costs a lot of money. Small, lightweight, and affordable are the way to go!
T: Although it seems to have started as just a random idea, it is actually very realistic. What makes Mr. Fujiwara so amazing is his perfect balance between pursuing dreams and being practical.
Next time, we will talk about the beginning of his collaboration with Starlite.
Stay tuned!