Beyond the Mirror: How a Japanese Contest Redefines Beauty and Self-Transformation

A Stage for the Soul: Celebrating Personal Journeys in Tokyo
The Philosophy of Change: Empowering Everyday Lives
Four Months of Transformation, One Unforgettable Night
A Ripple of Inspiration: Voices from the Audience
The Future of Self-Empowerment: “I Can Change Too”

A Stage for the Soul: Celebrating Personal Journeys in Tokyo

The “Change/me 2025 Second Half Contest,” organized by the innovative inner care brand Change/me, culminated on December 24, 2025, at WITH HARAJUKU in Tokyo. This unique event championed the profound message, “People can always change, I can change too,” honoring seven participants who embarked on a four-month journey of personal evolution. Unlike traditional beauty pageants, this contest illuminated the transformative “stories of change” unfolded through heartfelt speeches and confident walks, resonating deeply with an emotional audience.

The Philosophy of Change: Empowering Everyday Lives

In an era where self-affirmation and mental well-being are increasingly valued, many individuals grapple with self-doubt amidst a deluge of information. The Change/me Contest was conceived to foster a culture where continuous personal change is not just an option but an empowering experience accessible to all. It serves as a vital platform to initiate such transformations and celebrate every step forward. The event’s ethos deliberately steered clear of comparison, instead highlighting the immense courage and dedication required for personal growth. The stage welcomed everyday individuals—company employees, homemakers, and others—rather than professional models or celebrities, making their journeys all the more relatable and inspiring.

Four Months of Transformation, One Unforgettable Night

Over four months, the contestants immersed themselves in holistic self-improvement, focusing on diet, exercise, mental fortitude, and expressive skills. The grand finale in Harajuku was a vibrant display of their collective efforts. A distinctive element of the contest was its interactive judging system, where the audience, alongside special head judge Airi Muramura, cast their votes via QR codes. Evaluation criteria extended beyond mere aesthetics, encompassing the entire four-month process and the visible internal shifts in expression, words, and demeanor.

Three distinct awards were presented:

Change Award: Recognizing the most significant personal transformation.
- Maki Kishino, the recipient, shared, “I’m not good at competing or being compared. I joined this contest because I wanted to speak more in my own words. Still, I saw past winners and felt a longing. I’m truly happy to receive this award.”
Beauty Award: Honoring the participant deemed most beautiful.
- Kumiko Tanabe, the winner, reflected, “For a long time, I lived with a sense of resignation about myself. Today, I’m truly happy to have been able to express those feelings in words. If there’s anyone in this venue struggling like I once was, I hope today can be a stepping stone for them.”
Performance Award: For the participant who most deeply moved the audience.
- Kuma Sasaki, who received this award, commented, “On January 1st, I will turn 50. Receiving this award at such a milestone will be a great source of strength for the rest of my life. Thank you very much.”

Special Head Judge Airi Muramura, known for her own journey of self-acceptance, offered profound words of encouragement. “This moment is a precious, once-in-a-lifetime experience. I hope you challenge yourselves with the feeling of enjoying it, even if you’re nervous,” she advised the contestants at the outset.

Following the performances, Muramura expressed her deep admiration:

“The efforts of everyone shone through, and the venue was enveloped in a warm atmosphere. It was truly a wonderful stage. Witnessing their positive efforts to ‘change’ firsthand made me want to try harder myself.”

Muramura also shared her personal struggles with wanting to change but feeling stuck, emphasizing the power of envisioning one’s future self and taking even a millimeter of a step forward. Her heartfelt message, coupled with a surprise delivery of handwritten letters to all contestants, brought smiles and left a lasting impression on everyone present.

A Ripple of Inspiration: Voices from the Audience

The event resonated deeply with attendees, who voiced their profound emotions:

“I was simply moved. I felt the immense power of the desire to change.”
“‘Changing’ is the best, I thought. Each person’s story touched my heart.”
“Not only the changes of the seven individuals, but above all, their challenging spirit was deeply moving.”
“I felt that if you don’t give up, you can change your life at any time.”

Beyond the main competition, the event featured a live hair makeup performance by the Change/me makeup TEAM and a “Christmas Present lottery.” An adjacent booth area at LIFORK offered experiences related to inner care, beauty, and lifestyle, further supporting the desire for self-improvement.

The Future of Self-Empowerment: “I Can Change Too”

The Change/me brand, which officially launched in spring 2024 after over two years of preparation, is committed to supporting individuals in realizing their “desire to change” through both beauty and health. Beyond offering supplements, it actively organizes events and seminars across Japan, creating “places for learning and encounters” to foster habits of self-care for both mind and body. The success of the “Change/me 2025 Second Half Contest” reinforces the brand’s core message: “People can always change, I can change too.”

The next contest, “Change/me 2026 First Half Contest,” is already scheduled for June 27, 2026, again in Harajuku. This ongoing series of events promises to continue spreading a culture that embraces and celebrates the positive journey of change, empowering individuals to shine authentically.

For those inspired to embark on their own transformation, details about the next contest can be found via the official Change/me channels: