Billie Eilish, one of the world’s most popular artists and the youngest ever Grammy Award winner, is a vegan and a well-known activist who speaks out for the environment and animals.
Her world tour “HIT ME HARD AND SOFT: THE TOUR” came to Japan on August 16–17, 2025, at Saitama Super Arena. Our organization, VegeProject Japan, was invited to participate at REVERB’s Eco-Action Village to highlight the value of choosing vegan foods and the work we are doing to support such choices. It was a valuable opportunity to highlight the social significance of vegan food to concertgoers.
We are honored to be a part of the Changemaker Initiative, supported by Billie and her fans! Thanks to them, we joined an incredible group of nonprofit organizations across Japan helping to distribute plant-based meals and produce to those in need, along with educational materials provided by Support+Feed highlighting the relationship between climate change and plant-based food. Through our activities aiming to create more vegan options, we strive to make a meaningful impact on the climate.
Exhibited in an area themed around the environment and sustainable food
Inside the concert venue Saitama Super Arena, the “Eco-Action Village”, an area introducing sustainability initiatives was set up by REVERB, an American nonprofit organization that supports efforts against climate change within the music industry. The concert venue opened two hours before the show, allowing visitors to come to the area.
In this area, four organizations addressing global issues such as food security and climate change set up exhibits. Our organization hosted a booth where we explained how choosing veganism can help solve challenges related to food, the environment, and the treatment of farmed animals. To deepen understanding, we also screened a video and distributed leaflets.
Visitors to the booth spoke with our members, wrote down what resonated with them about veganism or why they thought it was a good choice, and posted their messages on the “Wave of Veganism” board.
Many young fans in their 20s showed a positive attitude toward veganism, and the message board quickly filled with visitors’ thoughts and words.
Alongside our organization, Support + Feed—led by Billie’s mother, Maggie Baird—also exhibited at the Eco-Action Village. Support + Feed is a U.S. nonprofit addressing food and climate issues, working to promote sustainable eating through plant-based meals and educational programs.
At their booth, they highlighted the environmental benefits of plant-based food and ran a participatory campaign: “Let’s try 30 days of a plant-based lifestyle”.
One lucky visitor will be awarded Billie Eilish’s guitar
For this tour, Billie Eilish emphasized tracking attendance at the Eco-Action Village, and each organization was given a counter to record visitor numbers for later reporting. Nearly 300 people visited our booth over the two days, creating a lively atmosphere.
To encourage more visitors, Billie personally donated a guitar. One attendee of the Eco-Action Village will be chosen by lottery to receive the guitar she played on stage during the tour.
Vegetarian artist Fujii Kaze also on stage
In this concert, YOASOBI joined as special guest for the first day, and Fujii Kaze for the second. Fujii Kaze is known to have stated on Instagram that he chose vegetarianism for the sake of animals. Because of that influence, many Fujii Kaze fans visited our booth on the second day.
Related article (VegeTime – Japanese only):
Vegetarian artist Fujii Kaze joins the Vegan Gourmet Festival as a guest!
We deeply respect influential artists who share their values, take action, and give hope for a better future.
We are sincerely grateful to Maggie Baird and everyone at Support + Feed, to REVERB, to Billie Eilish herself and to her team and her fans for their efforts and kindness. We are delighted to have taken part in efforts to build a sustainable society through this music event.
