Mitsubishi Corporation

Press Room

February 28, 2023
Mitsubishi Corporation
Peace Tec Lab, Inc.

Peace Tec Lab and MC Launch Sharing-platform PoC in Indonesia’s BSD City
Helping to Meet City-service Needs in a Developing and Urbanizing Economy

Peace Tec Lab, Inc. (Peace Tec Lab) and Mitsubishi Corporation (MC) are pleased to announce that we have commenced a joint proof of concept (PoC) in BSD City to test Peace Tec Lab’s “product-sharing service” platform outside Japan. BSD City, located in South Tangerang, the suburbs of the Indonesian capital of Jakarta, is Sinar Mas Land (SML)’s flagship urban development in Indonesia.
1.PoC Background and Aims
Peace Tec Lab’s corporate philosophy is to help create societies where people can have equal experience by promoting the lending and borrowing of products. To that end, it has developed a platform called “Alice Style,” through which people in Japan can either share their items to one another through the platform’s basic service, or freely share as many of the platform’s products as they wish through its monthly-subscription “Prime” service.
MC’s latest business model focuses on combining platforms developed through digital transformations (DX) with energy transformations (EX) designed to reduce carbon emissions. This model encompasses MC’s smart-city-focused urban-development operations, which the company is striving to grow into a new earnings driver, both in Japan and throughout the world.
A case in point is MC’s signing in March 2020 of a basic agreement with SML to enhance the value of overall BSD area of approximately 6,000-hectare. SML is Indonesia’s largest and most diverse property developer, and MC has been working with it under the terms of this agreement for both urban management and the implementation of the smart and digital solutions in BSD City.
This PoC represents MC’s second city-service undertaking with SML. It will involve joint assessments by MC and Peace Tec Lab, including how much need BSD City’s residents have for the product-sharing service platform, and whether the area presents any future business potential in developing this kind of sharing service. To be conducted over two separate three-month periods at the AEON Mall BSD City shopping center, the PoC will exhibit and rent to BSD City residents a wide range of mostly Japanese-brand general merchandise, including beauty, health and other products.
2.PoC Details
Stage 1 Period1                                   : Sunday, February 5 to Thursday, May 4
Location                                        : AEON Mall BSD City
Summary                                      :
This PoC will test the practicality and business potential of Peace Tec Lab’s product-sharing service in Indonesia by offering it on a trial basis to residents of Jakarta’s BSD City. A link to a page explaining the PoC will appear on SML’s One Smile App, through which the app’s users will be able to reserve products that they wish to borrow. They will then be instructed to collect their products at the designated pickup point in AEON Mall BSD on their rental-period start dates, which they will have chosen when they made their reservations. All payments will be made via the One Smile App.
※1 The PoC will be conducted as two separate three-month stages.
About SML
Company Name                          :Sinar Mas Land Ltd
Headquarters                              :108 Pasir Panjang Road #06-00 Golden Agri Plaza Singapore, 118535
Representative                            :Michael Widjaja, Group CEO
Operations                                  :Real estate developments and holdings in Indonesia, the UK, China and ASEAN.
About BSD City
BSD City is a 6,000-hectare urban planning scheme located in South Tangerang, the suburbs of the Indonesian capital of Jakarta. Having been developed in stages by an SML subsidiary since 1984, BSD City is a vibrant metropolis with many modern amenities, including office buildings, commercial facilities, hotels, schools, hospitals and convention centers. The area is currently home to approximately 450,000 people, but expectations are that its resident population will increase to roughly three million by the year 2050.
About Peace Tec Lab
Company Name                          : Peace Tec Lab, Inc.
Headquarters                              : Shibuya Hikarie 8F, 2-21-1 Shibuya, Shibuya-ku, Tokyo, 150-8510, Japan
Representative                            : Rieko Muramoto, Representative Director, President and Chief Executive Officer
Operations                                  :
Based on its corporate philosophy to help create societies where people can have equal experience by promoting the lending and borrowing of products, Peace Tec Lab is engaged in a variety of businesses, including new product developments and work to strengthen business connections through its Alice Style product-sharing platform. In its aim to address physical-property-related societal challenges, the company is also involved in the building of SDG-compliant social infrastructure.(Website:
About Alice Style Basic and Prime Services
 The Alice Style platform was designed to encourage more people and businesses to share their possessions or products. Since March 2022, the platform’s Prime service has made it possible for customers to freely share more than 700 kinds of goods, including the very latest electronics and beauty appliances, for a tax-included monthly subscription of 2,980 yen. The deliveries and returns of the goods are also included for no extra charge, and there are no specified return dates, meaning that customers can continue to enjoy and exchange the goods for as long as they wish.
(Alice Style website:
About MC
Company Name                          : Mitsubishi Corporation
Headquarters                              : 3-1, Marunouchi 2-Chome, Chiyoda-ku, Tokyo, 100-8086, Japan
Representative                            : Katsuya Nakanishi ,Representative Director, President and Chief Executive Officer
Operations                                   :
Mitsubishi Corp. works with its roughly 1,700 subsidiaries, affiliates and group companies to develop businesses in approximately 90 countries around the world. Spanning multiple industries and regions, these businesses are overseen by Mitsubishi Corp.’s Industry DX Group and 10 Business Groups: Natural Gas, Industrial Materials, Petroleum & Chemicals, Mineral Resources, Industrial Infrastructure, Automotive & Mobility, Food Industry, Consumer Industry, Power Solution, and Urban Development. Through joint digital (DX) and energy (EX) transformations invested in sustainability, decarbonization and digitalization, the company is now focused on leveraging its operations to address myriad challenges that stand to impact our planet’s future.
Inquiry Recipient
■Peace Tec Lab, Inc.
TEL: 090-9009-2448/ 080-3318-0550
■Mitsubishi Corporation
TEL:03-3210-2171 / FAX:03-5252-7705

Based on the Three Corporate Principles, which serve as MC’s core philosophy, MC has continued to grow together with society by contributing to the sustainable development of society through its business activities while pursuing value creation. MC’s revised “Materiality” was announced in Midterm Corporate Strategy 2024 as a set of crucial societal issues that MC will prioritize through its business activities, towards the strategy’s goal of continuous creation of MC Shared Value (MCSV). Guided by this Materiality, MC will continue to strengthen its efforts towards sustainable corporate growth. Out of the six material issues relating to “Realizing a Carbon Neutral Society and Striving to Enrich Society Both Materially and Spiritually”, this project’s activities particularly support “Promoting Stable, Sustainable Societies and Lifestyles”“Utilizing Innovation to Address Societal Needs” and “Addressing Regional Issues and Growing Together with Local Communities”.

Inquiry Recipient

Mitsubishi Corporation
Telephone:+81-3-3210-2171 / Facsimile:+81-3-5252-7705