Cross Media Publishing Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Koichiro Ozakawa), a publisher specializing in business and practical books, is pleased to announce that Keiichi Toyoda, author of the globally acclaimed business book 'MUSHIN - The Power of Zero Mindset' (Japanese title not yet decided), participated in a PR campaign in Mexico to commemorate the release of its Spanish-language edition, 'Mentalidad de Samurai'. On June 23, 2026, with full support from the major local publisher 'VR Editoras', Mr. Toyoda made consecutive guest appearances on three major Mexican radio programs, introducing the Japan-originated 'MUSHIN (Mushin)' mindset to audiences across Latin America and generating significant public response. ■ Introducing the Concept of 'MUSHIN (Mushin)' on Mexican Radio Programs On June 23, 2026, as part of a promotional campaign organized by VR Editoras, the Latin American publisher of the Spanish-language edition, Mr. Toyoda appeared live on three major Mexican radio programs in succession, starting early in the morning. During the broadcasts, he answered spontaneous and enthusiastic questions from local hosts—such as 'How would you describe MUSHIN in one sentence?' and 'How can busy Mexicans achieve the state of MUSHIN?'—through an interpreter. This provided a valuable opportunity to directly convey to local listeners the appeal of the Japanese 'Mushin' mindset as a key to thriving in today's complex business world. ■ Highlights from the Radio Appearances Integrating insights from martial arts (Aikido and Iaido), Mr. Toyoda explained that 'Mushin does not mean stopping thought, but rather achieving a state of zero mind that maximizes performance.' His clear and compelling explanations drew admiration from the production teams of the radio programs. ■ Why 'MUSHIN' Is Gaining Global Recognition Amid rising global uncertainty (VUCA), interest in 'MUSHIN (Mushin)'—a Japanese-originated mental management approach following 'Zen' an