Reflections from the Soonicorn Summit in the Netherlands Soonicorn Summit in Amsterdam

On the second day of our visit to the Netherlands, we had the opportunity to participate in the Soonicorn Summit, an exclusive, application-based event focused on meaningful dialogue rather than large-scale networking.

Unlike typical conferences where introductions are rushed, the summit was designed to encourage deep conversations and thoughtful exchanges, allowing participants to truly engage with one another.

The event was held at TNW City, a striking multi-purpose venue that houses offices, co-working spaces, and event areas. It is also known as a birthplace of several globally recognized unicorn startups.

One of the highlights was hearing directly from the founder of a tool we use regularly. The speakers shared honest perspectives on the realities of building teams, the mindset required in the early stages of a startup, and the core values that guide their decision-making. (We plan to share more detailed reflections on this in a future post.)

We also had the chance to meet several innovative CEOs, each presenting ideas that far exceeded our expectations—from platforms that visualize global events, to social networks designed to explore human emotions more deeply, and even biotechnology innovations where furniture grows organically like trees. These encounters were both eye-opening and inspiring.

Through conversations at the summit, we gained deeper insight into how the Netherlands has developed its distinctive national character and become such an innovation-driven country.

Why is the Netherlands so innovative?

One key factor is its relatively small population of around 18 million. To compete globally, the Dutch have cultivated a mindset of “learning because we lack, and creating because we lack.” This philosophy closely resembles values we have also observed in Sweden.

Another important element is education. Dutch students begin learning multiple languages—such as French and German in addition to English—from an early age. Since Dutch is not widely spoken internationally, multilingualism is not optional but essential. This practical necessity has shaped the Netherlands into a bilingual, and often trilingual, society.

Innovation is also deeply embedded in everyday life.
In major cities, car ownership is uncommon. Instead, people rely on a variety of rental and sharing services, including car-sharing platforms, peer-to-peer car rental apps, and systems that allow vehicles to be picked up and dropped off in different locations. What began as a single service has evolved into a vibrant startup ecosystem.

When we asked a question often raised in Japanese business contexts—“What about the risks?”—the response was refreshingly simple:

“If you don’t take risks, nothing will happen.”

When asked to describe Dutch characteristics, many people answered, “Talkative and purpose-driven.”

This experience greatly deepened our curiosity and admiration for the Netherlands. We are grateful to everyone who shared their perspectives and stories with us.

And yes—many people also expressed great admiration for the brilliance of Japanese toilets, which made for a memorable and amusing moment.