Genki Sushi’s “NextGen GO!” campaign turns youth aspirations into action

Following the launch of Genki Sushi’s “NextGen GO!” campaign in October last year — introduced as a key highlight of the brand’s 30th anniversary celebration — the initiative is now moving into its next phase, transforming young dreamers’ aspirations into meaningful progress.  

What began as a commemorative milestone has evolved into a citywide effort to empower Hong Kong’s next generation, reinforcing Genki Sushi’s belief that dreams, when nurtured, can spark change and positive impact.   

Marking three decades of serving authentic Japanese sushi since its arrival in Hong Kong from Japan in 1995, Genki Sushi continues to honour its anniversary purposefully: by placing youth at the centre of its celebration and doubling down on its belief that every dream matters.  

Through the “NextGen GO!” campaign, the brand invited young talents aged six to 24 to articulate their aspirations and share how the campaign could support their journey. Since applications closed in early November 2025, the response has been overwhelmingly encouraging. According to a Genki Sushi spokesperson, more than 140 submissions were received, spanning a wide spectrum of interests — from sports and arts to technology, culture, social innovation, and community-driven initiatives. This diversity not only showcases the creativity of Hong Kong’s youth but also reflects their readiness to step forward and shape their own futures. 

As the campaign progresses, Genki Sushi is working closely with its co-organiser, the Chinese YMCA of Hong Kong, to provide selected participants with professional, holistic, and sustained support. Beyond financial assistance, the initiative offers mentorship, valuable networking opportunities, and practical, hands-on guidance tailored to each dreamer’s unique needs. This comprehensive approach ensures that the journey is not solely about achieving an outcome, but also about cultivating resilience, building confidence, and embracing self-discovery along the way.   

Staying true to its people-centric spirit and its vision to “LIVE THE GENKI LIFE,” the campaign also extends internally. Genki Sushi employees and their children are encouraged to join the campaign, fostering a culture where dreaming boldly and pursuing personal growth are celebrated across the organisation. 

With interim progress reviews planned throughout the year and a target project completion date of 31 December 2026, selected dreamers are now preparing to embark on the next phase of their journey. As the initiative unfolds, Genki Sushi hopes to cultivate a new generation of role models who will inspire others to pursue what matters most to them — proving that with the right support, the possibilities ahead are truly limitless.  

This article is done in collaboration with Genki Sushi.