Tokyo’s EFN XIII Delivers a Knockout Night
On May 30, Shine On! Kids hosted its annual charity gala in the elegant ballroom of the Grand Hyatt Tokyo. The space was dramatically transformed for the occasion with white tablecloths, glittering décor, guests decked out in ballgowns and tuxedos and a full-size boxing ring taking center stage. Executive Fight Night (EFN) XIII, one of Tokyo’s most highly anticipated charity events, wasn’t just back—it was bigger, bolder and more impactful than ever.
Now in its 13th edition, EFN once again delivered an unforgettable night of black-tie boxing in support of Shine On! Kids, the Japan-based NPO helping children with cancer and other serious illnesses. Ten exhilarating bouts showcased the grit and determination of the fighters, who underwent months of training in preparation for the event.
But beyond the ring, there was another game at play, and this one was just as thrilling.
Betting Big for a Great Cause
Custom Media K.K., an award-winning content and communications firm, was proud to bring back The Game, an original web-based betting platform that turned guests into active participants with a tap of their phones.
Throughout the night, the Custom Media team aided attendees in using The Game to place “bets” (donations) on their favorite fighters, with real-time updates projected on massive screens around the venue. Inside the ballroom, there was a leaderboard tracking the evening’s biggest donors and most accurate predictions. All proceeds raised from the entire event went directly to Shine On! Kids’ Hospital Facility Dog program.
Team Spirit and Black-Tie Fun
Behind the scenes, the Custom Media team was thrilled to be part of the night’s energy, not just as the creators of The Game, but as enthusiastic attendees cheering from the sidelines.
“Seeing The Game come to life at one of Tokyo’s most exciting charity events was unforgettable,” said Christina Craig, Custom Media’s Editor. “It was a proud moment to see our concept actively engaging guests and amplifying the excitement.”
The atmosphere in the room was electric as business leaders stepped into the ring to raise funds for Shine On! Kids, and put on a good show while doing it. It was a powerful reminder of what can happen when community, creativity and a great cause come together.
Guests sat ringside for a front-row seat to the action.
The Real Champions
Of course, EFN is ultimately about the kids. Through Shine On! Kids’ “Fighters Meet Fighters” program, each boxer meets the child they’re raising money to support. It’s a quiet but powerful moment that puts everything into perspective. After months of training and fundraising, meeting their “little fighter” reminds participants why they signed up in the first place and brings a real sense of connection to the cause.
With a record-breaking ¥20 million raised on the night, EFN XIII didn’t just deliver an incredible show, it made a lasting impact. Here’s to another year of courage, community and making fundraising fun.