A high school student, Yamamoto Ayumi, started a marketing consultant business for high school students. She became fascinated by entrepreneurship when she heard a story from her uncle. While collecting information about it, she happened to find a program for nurturing entrepreneurs and joined it as the youngest participant. Meanwhile, she felt uncomfortable with the sort of society that discourages people from doing what they like to do. When she talked about it with a friend, she realized what she wanted to do: to create a society that would spark joy and in which everyone can talk openly.