As the first nudge unit in the Japanese local government, Yokohama Behavioral insights and Design Team has been established by voluntary members from the Yokohama City government. Our goal is to increase citizens’ well-being by integrating ideas and methods of behavioral science into city policies. 

YBiT is the only nudge unit in Japan appointed as “Nudge Ambassador” by Minister of the Environment in December 2019.

Yokohama City is located in the south of Tokyo Metropolitan Area and is one of the biggest local governments in Japan. With a population of 3.7 million, the city has always led Japanese government policy making in cooperation with various players, including national government, academia and international organizations. 

Based on our experience and sprit of innovation, we strive to solve policy problems by leveraging BI to every applicable city policy, not only in the field of climate change but also in public health and medical care and others.


Our Vision

Whilst facing financial constraints and challenging public administration issues, we are also in the midst of a remarkable technological advancement. In order to confront such realities, it is crucial that local governments ground their strategies in evidence and an understanding of the quirks of human behavior to develop truly effective services. There is no doubt that behavioral design and EBPM are the most useful tools in this regard. YBiT aims to contribute to their popularization through engaging and collaborating with academia, international partners, and ministries and local governments all over Japan.In order to execute this vision, we must create the best team. This is a team founded upon every member’s understanding of the objective and significance behind this pursuit, a spirit of self-management and a sense of purpose. YBiT will also emulate modern styles of organisational management like the Teal Organisation, in its culture and operations.


KEY roles of YBIT

Toolkit in Japanese

Behavioural Insights Team :EAST FrameworkOriginal / Japapese Edition by YBiT

*”EAST” is a registered trademark of Behavioural Insights Ltd.

Workshop and Capacity Building

  • Monthly study group participated by public servants, academic researchers, and specialists from private companies
  • Seminars and workshops for city staff


We work with behavioral scientists and specialists from:

  • Yokohama City University, Kyoto University, Osaka University, University of Chicago
  • Behavioral Science Team (BEST) – Japanese Government’s Nudge Unit
  • The Behavioural Insights Team,the UK
  • ideas42,the United States
  • Environmental Behavioural Sciences and Economics Research Unit (EBERU), Singapore
  • OECD
  • WHO Western Pacific Regional Office (WPRO)

Resources (excerpt)