Held on February 18–19, 2026, at the Tokyo International Forum, Sustainable Brands 2026 Tokyo Marunouchi marked its 10th anniversary under the theme “Adapt and Accelerate.” The event convened business leaders to examine brand transformation, innovation, regenerative practices, and cross-sector collaboration, offering a platform for structured dialogue on environmental and social performance.
Emi Kaiwa, GSTC Finance Director, presented an overview of GSTC’s work and shared insights and global trends related to the GSTC MICE Standard. She highlighted its importance as a global framework for guiding sustainability practices within the meetings and events sector at the open seminar discussing MICE and restaurant sustainability.
“The GSTC MICE Standard provides clear direction at a time when the meetings and events sector is navigating increasing environmental and social expectations. The GSTC’s F&B standard will be announced soon, which will have a close relationship with MiCE and hotels. The GSTC standards support stakeholders in understanding where to focus their efforts, how to strengthen their sustainability performance, and how to integrate responsible practices into long-term planning and decision-making.” Said Ms. Kaiwa.
The seminar was organized and facilitated by Mr. Shimotaya, Executive Director of The Sustainable Restaurant Association Japan (SRA), who previously served on GSTC’s F&B Standard advisory group. In addition to the global perspective presented by GSTC, Japanese regional and restaurant case studies were shared, illustrating how local actors are integrating sustainability into their F&B strategies to strengthen their positioning in the MICE market.
The exchange underscored the growing alignment between sustainability standards and market expectations, particularly in Asia, where destinations are increasingly acknowledging the value of structured approaches to responsible event management. The discussion was closely aligned with GSTC’s ongoing work to advance sustainability practices across the tourism value chain in the region, including within the MICE segment.
View the event on YouTube below [Japanese Language]:
