Promoting co-creation between local companies and startups, aiming for new business creation originating from Niigata. S Innovation Co., Ltd. (Headquarters: Niigata City, Niigata Prefecture, Representative Director: Yoshinobu Hoshino) will hold "Innovation Labo NIIGATA" (hereinafter, "InnoLabo Niigata"), an open innovation program targeting companies in Niigata Prefecture, on July 22, 2026, in collaboration with JR East Startup Co., Ltd. (President and CEO: Yutaka Shibata). At this event, five startups from outside the prefecture, which are invested in or selected by JR East Startup, will pitch to companies within Niigata Prefecture that are partners of S Innovation. By combining the technologies and services of startups from outside the prefecture with the business foundations, customer touchpoints, and regional assets held by companies within Niigata Prefecture, we will provide an opportunity to explore the possibilities of new business creation and business transformation in the Niigata area. Background of the Event In recent years, due to population decline, changes in the market environment, and accelerating technological innovation, many local companies are finding it difficult to achieve sustainable growth solely through their existing businesses. On the other hand, collaboration with startups possessing new technologies and business models is attracting attention as an effective means for creating new businesses and solving challenges. However, in Niigata Prefecture, opportunities for interaction and co-creation with startups are not yet sufficient, and many voices are heard saying, "We don't know how to collaborate" or "We can't find startups that fit our company's challenges." Therefore, S Innovation is co-hosting "InnoLabo Niigata" as a venue where local companies and startups from outside the prefecture can meet and challenge themselves to create new value by leveraging each other's strengths, utilizing the network of JR East Startup. About InnoLabo Niig