Canon Singapore launches #iamkyosei to honour local heroes

Canon Singapore has launched the next phase of its #iamkyosei campaign in Singapore, inviting the public to nominate local heroes on Instagram.

Participants are asked to submit an original photo or short video introducing a nominee whose actions reflect kindness, dedication or resilience in their community. The nominations are intended to make Canon's Kyosei philosophy - living and working together for the common good - more visible in everyday life.

Each entry includes a nominator and a nominee. The nominator must tell the story behind the nominee's actions and explain how those actions have made a positive difference.

Canon is running the campaign through Instagram and a dedicated campaign hub. It has also launched an Instagram account for the initiative to serve as a focal point for participation and visual storytelling.

The latest phase adds a public participation element to a campaign that had previously focused on explaining the company's corporate philosophy. It is designed to turn that philosophy into action by encouraging people to identify and recognise acts of empathy and support in their own communities.

Canon linked this approach to findings from Singapore's National Giving Study 2025, which highlighted the role of peer networks and visible role models in encouraging volunteerism. By asking residents to nominate people they know, the company is using peer recognition to draw attention to community contributions.

To widen its reach, Canon is working with local creators and community organisations. Those named include Preeti Nair, Ng Yi Yang, lewloh, Zaihar, Jie Hao, Cheryl Tay, Yip Pin Xiu, Melissa Lam and Fauzi Azzhar, who are expected to share personal stories and encourage their followers to take part.

Community partners include the Singapore Bowling Federation, the National Volunteer and Philanthropy Centre through the BAGUS Together programme, Tower Transit Singapore, YMCA and APSN. These groups will help raise awareness and feature individuals from within their networks.

How it works

To take part, members of the public must post an original photo or short video on Instagram, tag the nominee and the campaign account, and use the #iamkyosei hashtag. Three winning nominator-nominee pairs will be selected each month during the three-month contest period.

The monthly winners will receive what Canon calls Kyosei Kits, which include a Canon SELPHY QX20 compact photo printer and campaign merchandise. They will then advance to a grand prize round for a Canon EOS camera.

The grand prize assessment will include a follow-up content piece with each monthly winning pair. This could take the form of an interview, written response, photograph or short video offering more detail about the nominee's story.

The campaign also includes an interactive digital quiz called Find Your Kyosei. The quiz is intended to help visitors understand how their everyday habits may contribute to the common good by matching them with a Kyosei persona.

Brand and community

The campaign reflects a broader trend of brands using social media, creator partnerships and user-generated content to connect corporate purpose with public participation. In this case, Canon is combining a social nomination mechanic with recognition, prizes and community partner involvement to encourage engagement.

Canon added that the initiative builds on how it applies Kyosei across its business, including imaging products, business services and employee volunteer efforts. The campaign is positioned as an extension of that philosophy in a more public and participatory format.

Canon Singapore serves as the company's headquarters for South and Southeast Asia, covering the domestic market and 22 other countries and regions. Its parent company employs about 165,000 people worldwide across a network of more than 300 companies.

"For Canon, Kyosei is far more than a corporate philosophy. Rather, it is a lived experience demonstrated everyday by ordinary individuals who uplift the communities around them," said Toshiyuki (Tiger) Ishii, President and Chief Executive Officer of Canon Singapore.

"Our lives are surrounded by unsung heroes whose everyday acts of empathy, kindness, and resilience often go unnoticed. Through the #iamkyosei initiative, we are turning a spotlight toward these champions, providing a platform to honour their contributions, elevate their stories, and inspire a collective movement of positive action across our community," Ishii added.

Campaign supporter and Paralympian Yip Pin Xiu said the initiative's focus on quieter forms of contribution was one of its strengths.

"Resilience and kindness often show up in the quietest moments. In the people who choose to support others day after day without expecting the spotlight. Canon's #iamkyosei initiative gives us a meaningful platform to celebrate those who build up our community from the ground up. I hope this movement encourages all of us to recognise the everyday strength and empathy around us," said Xiu.