| Title | TIKTIONARY |
| Brand | BYTEDANCE KK |
| Product / Service | TIKTOK |
| Category | E06. Co-Creation & User Generated Content |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Idea Creation | BYTEDANCE KK Tokyo, JAPAN |
| Idea Creation 2 | DENTSU INC. Tokyo, JAPAN |
| Media Placement | BYTEDANCE KK Tokyo, JAPAN |
| PR | PLATINUM Tokyo, JAPAN |
| Production | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Production 2 | PYRAMID FILM QUADRA INC. TOKYO, JAPAN |
| Production 3 | ADBRAIN INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| AKIRA SUZUKI | ByteDance KK | Executive Creative Director |
| NORIO ICHIKAWA | ByteDance KK | Creative Director |
| TAKASHI KIBE | ByteDance KK | Creative Producer |
| TAKUYA TAMAGUCHI | ByteDance KK | Head of Public Policy, Japan, Korea and Mongolia |
| RYUNOSUKE GOTO | ByteDance KK | Business Producer |
| MASUMI OTAKI | ByteDance KK | Business Producer |
| NAN GENG | ByteDance KK | Marketing strategy director |
| XIAOBIN LIU | ByteDance KK | Marketing strategy manager |
| ASHLEY WANG | ByteDance KK | Marketing strategy manager |
| MASUMI KAKIZAWA | ByteDance KK | Monetize Operation Manager |
| CHIAKI TAMURA | ByteDance KK | Account Director |
| AYAMI WADA | ByteDance KK | Advertising Operation Division Director |
| KENJI IIDUKA | ByteDance KK | Client Solution Manager |
| YASUHARU SASAKI | DENTSU INC. | Executive Creative Director |
| KOJIRO KIZU | DENTSU INC. | Creative Director |
| JUNTA YOSJIKAWA | DENTSU INC. | Strategist |
| YUKI ABE | DENTSU INC. | Copywriter |
| EMI KAMINAGA | DENTSU EAST JAPAN INC. | Art Director |
| SHOTA MATSUMOTO | DENTSU CREATIVE FORCE INC. | Creative Producer |
| MASAO OHDE | TOHOKUSHINSHA FILM CORPORATION | Chief Producer |
| MEI CHIBA | TOHOKUSHINSHA FILM CORPORATION | Production Manager |
| TASUKU ABE | TOHOKUSHINSHA FILM CORPORATION | Production Manager |
| MASAYUKI KONDO | TOHOKUSHINSHA FILM CORPORATION | Director |
| ZAL SETHNA | SOLI CONSULTANTS INC. | Copywriter |
| KOSUKE HAYASHI | PYRAMID FILM QUADRA INC. | Producer |
| TAKERO SAKAI | PYRAMID FILM QUADRA INC. | Assistant Producer |
| YOSHITAKA KAWANO | PYRAMID FILM QUADRA INC. | Technical Director |
| SHINGO FUKUSHIMA | PYRAMID FILM QUADRA INC. | Art Director |
| CHIULING WANG | PYRAMID FILM QUADRA INC. | Designer |
| YUYA HAMAMURA | Platinum INC. | PR Director |
| AKARI SUDA | Platinum INC. | PR Consultant |
| MIKA KITASHIMA | Platinum INC. | PR Consultant |
| HARUNA MASUDA | ADBRAIN Inc. | Designer |
| KANA MIYA | ADBRAIN Inc. | Designer |
| NAKAJIMA SHOHEI | ADBRAIN Inc. | Producer |
The dictionaries we use to understand the world can be limiting. Sometimes, the definitions are so vague as to make you wonder—what does that actually mean? At other times, the definitions are dangerously outdated, inadvertently promoting discriminatory views that are harmful to others. For example, in Japanese dictionaries, the word for “marriage” is still defined as “a union between man and woman.” In a connected world where we have access to the experiences of so many different people, perhaps words are no longer enough to convey the breadth of a concept or idea.
We targeted young people—young Japanese people in particular—whose views of the world are still developing and are not yet set in stone. Japan is generally culturally conservative—for example, 60% of companies do not have any support systems for LGBTQ employees—and we hoped that TikTionary would offer young Japanese an attractive platform for expanding their views on a variety of concepts and ideas. TikTok is very popular with young Japanese, and we felt they would be more receptive to learning from people their age.
TikTionary was announced on Nov. 16—the International Day of Tolerance. TikTok promoted the project around the world and, even after the project's launch, continued to refine the content and help it reach a wider audience. They also actively encouraged influencers to upload videos tailored to the project's objectives. Schools in Japan incorporated TikTionary into their curriculum to create discussions about diversity and tolerance. Meanwhile, companies and organizations who supported the project's objectives organized events revolving around TikTionary.
The project enjoyed the support of Japan’s Ministry of Education, Culture, Sports, Science and Technology, as well as 11 companies and nonprofit organizations. TikTionary videos were viewed over 4.5 million times (includes views on TikTok). In the end, 4.9 million people learned about the project, 77% of whom said the project helped them develop a more diverse view of the world.