DAIHATSU ONE! and Toyota Times public recording
Behind the scenes story of the major decision to change Daihatsu’s brand message from “Light you up” to “DAIHATSUMEI for me. Invented for you.”

On October 31, a candid discussion was held at the Daihatsu booth at the Japan Mobility Show 2025, featuring Daihatsu President Inoue, employees (Minagawa, Matsuoka, and Sasaki), Creative Director Konishi, and Toyota Times host Yuta Tomikawa.

Here, we’ll share behind-the-scenes stories told at the event, as well as thoughts that couldn’t be fully expressed due to time limitations.

The birth of the new brand message!

“DAIHATSUMEI for me. Invented for you.”
Within its charming sound lies a belief that Daihatsu has valued since its founding. It’s the idea that the car isn’t the main character, but rather it stays close to the lives of its customers. That belief is also embedded in “DAIHATSUMEI for me. Invented for you.”

This idea is tied to the current corporate philosophy, which is “Staying close to our customers and enriching their lives.” In other words, it reflects Daihatsu-like value that the customers’ lives, not the car, should take center stage.

Konishi, who was involved in the creation of this message, explains:
“Every time I received explanations at the Daihatsu sites, I felt it was a continuous series of small inventions. The simplicity of ‘Daihatsu’s hatsumei (inventions) = DAIHATSUMEI’ seemed perfect!”

These inventions may appear small to the world.
However, for a single specific customer, they can become a great joy.
By accumulating such inventions, Daihatsu hopes to enrich the lives of its customers.
From that wish, the words “DAIHATSUMEI for me. Invented for you.” were born.

“Because it’s small, you can do it all—one small step at a time.”
Daihatsu has stayed close to customers’ everyday lives through small cars and has pursued not “It’s small but acceptable” but “It’s small, therefore it’s better.”

Because it’s small, we can take on challenges.
Because it’s small, we can stay close to customers.
Because it’s small, we can make it more maneuverable.

This approach will continue beyond car manufacturing.

Daihatsu wants to be a company where each employee naturally takes on small challenges such as “Let me try doing this a bit” or “Let me try adjusting this slightly.”

It wants to be a company where these first steps are mutually acknowledged, where people support one another with kindness, and where they sometimes share failures, learn from each other, and grow together.

By accumulating these small challenges, a better Daihatsu will emerge.

This is why Daihatsu takes one small step at a time.
Valuing these small steps, it hopes to continue staying gently close to customers’ everyday lives.

These thoughts are embedded in this message.

With a renewed determination for a fresh start, toward a more energetic Daihatsu!

Daihatsu has cherished the message “Light you up” for many years.
However, as the company prepared to move forward once again, it felt the need to reconsider its own words.

Changing a phrase that has been used for so long is never easy.
That’s exactly why the team agonized over and debated whether it truly needed to change.

As the discussions progressed, two ideas became increasingly clear:
“We need new words as we head toward Daihatsu’s 120th anniversary.”
“We want words that encourage both customers and employees to look ahead.”

Words that felt exactly right

While the team was searching for a new brand message, a brand advertisement project for the entire Daihatsu Group began to take shape, and the proposal “DAIHATSUMEI for me. Invented for you.” emerged.

When members first heard the phrase, many immediately felt convinced.
It didn’t deny the past. Instead, it naturally suggested moving forward while carrying on the company’s beliefs.

In the discussion, the phrase “a sudden change of heart” also came up.
Although it may sound strong at first, in this context, it didn’t mean a change driven by confusion.
Rather, it expressed the decisiveness to shift direction without hesitation once everyone was certain that “this is it.”

When a better path becomes visible, Daihatsu believes in heading toward it with honesty. That lightness is also part of what makes Daihatsu, Daihatsu.

Cherishing what has been built up

“We want to do something fun and very Daihatsu-like.”
“We want to be a company where customers and employees alike can stay energized.”

Amid these thoughts,

and while carrying forward the stance of staying close to customers’ lives that has been pass down since the company’s founding, as well as the spirit behind “Light you up” as its foundation, the phrase

“DAIHATSUMEI for me. Invented for you.”

was born.

Rather than making a huge leap, Daihatsu aims to steadily build up small steps, one by one.
This Daihatsu-like approach will continue to be expressed through both words and actions.

▽Please be sure to check out the discussion here.

How was the candid discussion?
It was filled with Daihatsu’s long-held belief that “Daihatsu doesn’t make the car the main character, but rather it stays close to the lives of its customers.”
And also with the idea that “Because it’s small, you can do it all—one small step at a time.”

Bonus facts: What is the song used in the commercial, and who is the singer?

The song used in this commercial is the 1990s classic “Present” by Jitterin’ Jinn.

And the wonderful singer performing it is Shoko Haida, a former Takarazuka Revue member who is also well known as a children’s program singer!
She even introduced it on her Instagram.


Whether you’ve known the song for years or are hearing it for the first time, we hope you enjoy it in your own way.
Feel free to talk about it casually with your family or colleagues.


Please also take a look at related websites!