From November 5th to 10th, Sony showcased its diverse innovation achievements for the third time at the CIIE, with the theme of "Technology Empowering Creativity and Sustainability". It comprehensively showcased Sony's latest achievements in offline reality entertainment (LBE), virtual reality, artificial intelligence, image sensing, green environmental protection technology, as well as its exploration and practice in social contributions.
The Sony booth this time is divided into four major areas: Creative Dreams, Creative Sustainability, Perceived Creativity, and Creative Vision. It comprehensively showcases how Sony inspires creative potential through technology, promotes sustainable development, and contributes to China's high-quality development.
In the creative dream area, Sony's "Young Power Field" project has become a highlight. The project aims to stimulate the innovation potential of young people and showcases the achievements of multiple projects such as Sony Dream Classroom and Sony Explore the Dream Technology Museum. In addition, Sony also showcased the TOIO robot, a teaching aid product that combines virtual and reality, aimed at cultivating children's curiosity, logical thinking, and hands-on abilities.
The perceptual creative area showcases Sony's latest technological achievements in offline real-life entertainment, virtual reality, and other fields. Among them, Sony's floor tactile feedback immersive entertainment solution made its debut in China, providing visitors with an immersive entertainment experience by simulating tactile feedback in real scenes.
The creative sustainable zone reflects Sony's commitment and contribution to sustainable development. Sony showcased its self-developed flame retardant renewable plastic SORPLAS CMF color palette sample, which is made from 99% recycled resources and has been widely used in Sony and its partner products.
In the Sony Accessibility Initiative exhibition area, viewers can see Sony's public welfare film "Trapped Time" to raise awareness among the Alzheimer's community, as well as Sony's accessibility and inclusive design of products, such as intelligent age friendly wheelchairs and camera menu reading functions for visually impaired users. These measures reflect Sony's concern and contribution to accessible environments.
During the exhibition, Sony also released the "Sony China Sustainable Development Report 2024", which comprehensively showcases Sony China's efforts in promoting sustainable development in the areas of environment, society, and governance in the 2023 fiscal year. The report was partially printed using Sony's self-developed recycled paper material OBM (Original Blended Material), further demonstrating Sony's commitment to sustainable development.
Sony China President Takeshi Yoshida said, "Sony has long been deeply rooted in the Chinese market and continues to deepen its business layout. The CIIE is an important platform for Sony to showcase its technology, deepen cooperation, and stimulate innovation. With Sony's cutting-edge technology and diversified business, Sony will work together with Chinese creators and partners to create prosperity and contribute to building a moving future along the path of sustainable development