Akatsuki Acquires Groove Direction, a Company Specializing in Planning and Producing Artist Merchandise
Akatsuki Inc. announced that Groove Direction Inc., a company specializing in planning and producing artist merchandise, will join the Akatsuki Group in April 2026. This aims to combine Akatsuki's expertise in IP creation and fan community management with Groove Direction's merchandise manufacturing know-how to enhance fan experience value and promote diversified business development in the entertainment market.
📋 Article Processing Timeline
- 📰 Published: April 25, 2026 at 00:40
- 🔍 Collected: April 24, 2026 at 16:02
- 🤖 AI Analyzed: April 24, 2026 at 18:19 (2h 17m after Collected)
Akatsuki Inc. (Headquarters: Shinagawa-ku, Tokyo; Representative Director and CEO: Tetsuro Koda; hereinafter "Akatsuki") announces that Groove Direction Inc. (Headquarters: Toshima-ku, Tokyo; Representative Director: Rihito Hiruma; hereinafter "Groove Direction"), which aims to enhance the value of fan experiences through the planning and production of artist merchandise, will join the Akatsuki Group in April 2026.
■ Background and Purpose of Group Participation
Under the mission of "making the world more enjoyable and richer with sensibility and technology," Akatsuki is working to maximize the value of existing IPs and create new IPs through its core game and comic businesses. At the same time, it promotes diversified business development with the vision of a "Challengers' Community" that resonates with diverse talents and challenges together.
Groove Direction has an extensive track record in planning and manufacturing artist live merchandise. In addition to superior price competitiveness through direct transactions with overseas bases, it has achieved shorter delivery times and strict quality control that surpass industry standards, based on a strong collaborative system for end-to-end management. Furthermore, it has established a stable business foundation through deep trust relationships built over many years with the music and entertainment industries. In recent years, transactions in related areas such as anime and VTuber merchandise have also expanded.
In recent years, the entertainment and IP domain has seen an expanding market for IP-based merchandise sales and event development, driven by the growing popularity of Japanese IPs, the advancement of media mix development, and the revitalization of the live and event market. Against the backdrop of this market expansion, we recognize that expanding fan touchpoints into real products and experiences is an important initiative for maximizing IP value.
Through this group participation, we will further enhance the value provided to fans by combining Akatsuki's know-how in IP creation and nurturing and fan community management, cultivated in the entertainment domain, with Groove Direction's real goods manufacturing know-how. In the continuously growing merchandise market, we will enhance fan engagement from both digital and real aspects and promote diversified business development.
■ Representative Comments
**Rihito Hiruma, Representative Director, Groove Direction Inc.**
We are very pleased to join the Akatsuki Group and are confident that we can evolve into a company that provides even higher added value. Until now, our company has expanded its business by leveraging its on-site capabilities and production power. Going forward, we believe that by combining the wide network and partnerships that the Akatsuki Group possesses, we can further scale our business. With this group participation as an opportunity, we aim to become a company that can create even more value together, utilizing the foundation we have built so far and new connections. We look forward to your continued support.
**Tetsuro Koda, Representative Director and CEO, Akatsuki Inc.**
By combining Groove Direction's long-cultivated merchandise planning and production capabilities with the wide range of entertainment experience Akatsuki Group has accumulated through digital content and IP production, we are committed to further enhancing the fan experience in Japan's live entertainment.
■ Company Profile of Groove Direction Inc.
Groove Direction provides one-stop services from planning and design to prototyping and production of merchandise related to music live performances and entertainment. With strong partnerships with overseas bases and various companies in the music and entertainment industry, we flexibly respond to diverse and advanced merchandise production needs. We aim to be a fusion company that combines technology and playfulness to deliver surprise, joy, and excitement.
URL: https://groove-direction.com/
Established: February 2024
Representative: Rihito Hiruma, Representative Director
Location: RM Building 7F, 3-23-3 Nishi-Ikebukuro, Toshima-ku, Tokyo
Business Activities: Planning and production of artist merchandise, character merchandise, etc.
*Groove Direction was established in February 2024 through a company split, and its founding dates back to May 2005.
■ Company Profile of Akatsuki Inc.
Akatsuki is a company that operates under the mission of "making the world more enjoyable and richer with sensibility and technology." It has three business pillars: entertainment, lifestyle, and solutions, where people and businesses collaborate to enhance value. A community of challengers with shared goals gathers from both inside and outside the company.
■ Background and Purpose of Group Participation
Under the mission of "making the world more enjoyable and richer with sensibility and technology," Akatsuki is working to maximize the value of existing IPs and create new IPs through its core game and comic businesses. At the same time, it promotes diversified business development with the vision of a "Challengers' Community" that resonates with diverse talents and challenges together.
Groove Direction has an extensive track record in planning and manufacturing artist live merchandise. In addition to superior price competitiveness through direct transactions with overseas bases, it has achieved shorter delivery times and strict quality control that surpass industry standards, based on a strong collaborative system for end-to-end management. Furthermore, it has established a stable business foundation through deep trust relationships built over many years with the music and entertainment industries. In recent years, transactions in related areas such as anime and VTuber merchandise have also expanded.
In recent years, the entertainment and IP domain has seen an expanding market for IP-based merchandise sales and event development, driven by the growing popularity of Japanese IPs, the advancement of media mix development, and the revitalization of the live and event market. Against the backdrop of this market expansion, we recognize that expanding fan touchpoints into real products and experiences is an important initiative for maximizing IP value.
Through this group participation, we will further enhance the value provided to fans by combining Akatsuki's know-how in IP creation and nurturing and fan community management, cultivated in the entertainment domain, with Groove Direction's real goods manufacturing know-how. In the continuously growing merchandise market, we will enhance fan engagement from both digital and real aspects and promote diversified business development.
■ Representative Comments
**Rihito Hiruma, Representative Director, Groove Direction Inc.**
We are very pleased to join the Akatsuki Group and are confident that we can evolve into a company that provides even higher added value. Until now, our company has expanded its business by leveraging its on-site capabilities and production power. Going forward, we believe that by combining the wide network and partnerships that the Akatsuki Group possesses, we can further scale our business. With this group participation as an opportunity, we aim to become a company that can create even more value together, utilizing the foundation we have built so far and new connections. We look forward to your continued support.
**Tetsuro Koda, Representative Director and CEO, Akatsuki Inc.**
By combining Groove Direction's long-cultivated merchandise planning and production capabilities with the wide range of entertainment experience Akatsuki Group has accumulated through digital content and IP production, we are committed to further enhancing the fan experience in Japan's live entertainment.
■ Company Profile of Groove Direction Inc.
Groove Direction provides one-stop services from planning and design to prototyping and production of merchandise related to music live performances and entertainment. With strong partnerships with overseas bases and various companies in the music and entertainment industry, we flexibly respond to diverse and advanced merchandise production needs. We aim to be a fusion company that combines technology and playfulness to deliver surprise, joy, and excitement.
URL: https://groove-direction.com/
Established: February 2024
Representative: Rihito Hiruma, Representative Director
Location: RM Building 7F, 3-23-3 Nishi-Ikebukuro, Toshima-ku, Tokyo
Business Activities: Planning and production of artist merchandise, character merchandise, etc.
*Groove Direction was established in February 2024 through a company split, and its founding dates back to May 2005.
■ Company Profile of Akatsuki Inc.
Akatsuki is a company that operates under the mission of "making the world more enjoyable and richer with sensibility and technology." It has three business pillars: entertainment, lifestyle, and solutions, where people and businesses collaborate to enhance value. A community of challengers with shared goals gathers from both inside and outside the company.