Hakuhodo DY Group's Daiko and Branded Entertainment Company SIA Media Form Capital and Business Alliance
Hakuhodo DY Group's Daiko and SIA Media, a company specializing in branded entertainment, have formed a capital and business alliance. The aim is to maximize brand value by constructing sustainable IP assets through branded entertainment and influencer co-creation in an era of advertising avoidance.
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- 📰 Published: May 11, 2026 at 18:30
- 🔍 Collected: May 11, 2026 at 10:01
- 🤖 AI Analyzed: May 11, 2026 at 10:28 (26 min after Collected)
〜From advertising to IP. Aiming to maximize brand value as Japan-originated content〜
SIA Media Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Yutaka Hagiwara; hereinafter SIA), a branded entertainment company challenging to maximize advertisers' brand value with a powerful network spanning IP, brands, advertising, and Hollywood, has concluded a capital and business alliance with Daiko Inc. (Headquarters: Minato-ku, Tokyo; Representative Director and President: Yasuo Izumi; hereinafter Daiko), which includes an investment from Daiko. Through this alliance, SIA's expertise in branded entertainment will be fused with Daiko's integrated communication design capabilities cultivated based on consumer insights. Leveraging strong partnerships in Japan and the US, such as Caravan Japan Inc. (a joint venture with Shueisha Inc., Suntory Holdings Ltd., and Hollywood major CAA) and Iconic Arts, we will not only produce content but also promote diversified IP development through co-creation with influencers.
■ What is Branded Entertainment?
It is a method of fostering long-term brand fans through entertainment that viewers spontaneously want to enjoy as "a story," rather than an advertisement video aimed at promotion. By elevating the brand's worldview and message into a story (IP), it enables a sustainable approach that goes beyond temporary exposure.
■ Background: In an era of ad avoidance, transforming temporary advertising into perpetual "assets"
As consumer ad avoidance accelerates, traditional approaches that deliver information unilaterally with products and services as the subject are becoming less effective. Through this alliance, instead of purchasing ad slots to deliver information, we will create entertainment works (IPs) and co-create with influencers as "organic content" that viewers actively seek out and become enthusiastic about. We aim to elevate the brand's philosophy into perpetual "assets" whose value accumulates over time, rather than confining budgets to temporary exposure.
■ Key Initiatives through this Alliance
1) Development of Next-Generation Branded Entertainment: We will promote the production of highly accurate hit works based on quantitative verification through our unique content R&D methods.
2) Sustainable Co-creation with Influencers: We will establish a scheme to welcome influencers as partners. By maximizing creators' passion, we will achieve organic IP development that grows with the brand.
3) Provision of a Global Ecosystem: In cooperation with US-based Caravan, Iconic Arts, and others, we will deliver Japan-originated stories and characters to global markets, including North America.
■ Messages from Both Companies
Daiko Inc. GXU (Growth Cross Unit) Department Manager / Growth Manager Takayoshi Hamaguchi
"Daiko aims to achieve 'business growth' beyond merely solving corporate issues. We are convinced that SIA's content development capabilities, global network, and trusted relationships with creators are indispensable pieces for future brand experiences. Through this alliance, we will co-create a new market where brands and fans are deeply connected through stories."
SIA Media Inc. Representative Director Yutaka Hagiwara
"SIA was established to realize a future where brands with wonderful worldviews and creators co-create and excite fans. We aim to provide brands with a new solution: 'the ultimate brand experience' that consumers enthusiastically seek out themselves. At the same time, we want to update the current content ecosystem on social media, where the passion of creators and influencers is 'consumed in a short period,' and create an environment where talent is properly rewarded by being loved as lifelong IPs, not just temporary buzz. Together with Daiko, we will contribute to a society where Japanese brand IPs are globally promoted, and creators can take even greater pride in their work."
■ Daiko Inc. Company Overview
A general advertising agency with the mission of "creating brands beloved by customers and society, together with corporate aspirations." We accompany client companies as a branding partner, always considering the sustainability of both the customer base and society.
Representative Director and President: Yasuo Izumi
Location (Tokyo Head Office): 2-14-5 Shiba, Minato-ku, Tokyo 105-8658
URL: https://www.daiko.co.jp/
■ SIA Media Inc. Company Overview
A branded entertainment studio challenging to maximize advertisers' brand value with a powerful network spanning IP, brands, advertising, and Hollywood. In 2025, it produced the web drama "Golden Gai" in Hollywood as a branded entertainment work for Suntory's US market.
Representative Director:
Keywords:
SIA Media Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Yutaka Hagiwara; hereinafter SIA), a branded entertainment company challenging to maximize advertisers' brand value with a powerful network spanning IP, brands, advertising, and Hollywood, has concluded a capital and business alliance with Daiko Inc. (Headquarters: Minato-ku, Tokyo; Representative Director and President: Yasuo Izumi; hereinafter Daiko), which includes an investment from Daiko. Through this alliance, SIA's expertise in branded entertainment will be fused with Daiko's integrated communication design capabilities cultivated based on consumer insights. Leveraging strong partnerships in Japan and the US, such as Caravan Japan Inc. (a joint venture with Shueisha Inc., Suntory Holdings Ltd., and Hollywood major CAA) and Iconic Arts, we will not only produce content but also promote diversified IP development through co-creation with influencers.
■ What is Branded Entertainment?
It is a method of fostering long-term brand fans through entertainment that viewers spontaneously want to enjoy as "a story," rather than an advertisement video aimed at promotion. By elevating the brand's worldview and message into a story (IP), it enables a sustainable approach that goes beyond temporary exposure.
■ Background: In an era of ad avoidance, transforming temporary advertising into perpetual "assets"
As consumer ad avoidance accelerates, traditional approaches that deliver information unilaterally with products and services as the subject are becoming less effective. Through this alliance, instead of purchasing ad slots to deliver information, we will create entertainment works (IPs) and co-create with influencers as "organic content" that viewers actively seek out and become enthusiastic about. We aim to elevate the brand's philosophy into perpetual "assets" whose value accumulates over time, rather than confining budgets to temporary exposure.
■ Key Initiatives through this Alliance
1) Development of Next-Generation Branded Entertainment: We will promote the production of highly accurate hit works based on quantitative verification through our unique content R&D methods.
2) Sustainable Co-creation with Influencers: We will establish a scheme to welcome influencers as partners. By maximizing creators' passion, we will achieve organic IP development that grows with the brand.
3) Provision of a Global Ecosystem: In cooperation with US-based Caravan, Iconic Arts, and others, we will deliver Japan-originated stories and characters to global markets, including North America.
■ Messages from Both Companies
Daiko Inc. GXU (Growth Cross Unit) Department Manager / Growth Manager Takayoshi Hamaguchi
"Daiko aims to achieve 'business growth' beyond merely solving corporate issues. We are convinced that SIA's content development capabilities, global network, and trusted relationships with creators are indispensable pieces for future brand experiences. Through this alliance, we will co-create a new market where brands and fans are deeply connected through stories."
SIA Media Inc. Representative Director Yutaka Hagiwara
"SIA was established to realize a future where brands with wonderful worldviews and creators co-create and excite fans. We aim to provide brands with a new solution: 'the ultimate brand experience' that consumers enthusiastically seek out themselves. At the same time, we want to update the current content ecosystem on social media, where the passion of creators and influencers is 'consumed in a short period,' and create an environment where talent is properly rewarded by being loved as lifelong IPs, not just temporary buzz. Together with Daiko, we will contribute to a society where Japanese brand IPs are globally promoted, and creators can take even greater pride in their work."
■ Daiko Inc. Company Overview
A general advertising agency with the mission of "creating brands beloved by customers and society, together with corporate aspirations." We accompany client companies as a branding partner, always considering the sustainability of both the customer base and society.
Representative Director and President: Yasuo Izumi
Location (Tokyo Head Office): 2-14-5 Shiba, Minato-ku, Tokyo 105-8658
URL: https://www.daiko.co.jp/
■ SIA Media Inc. Company Overview
A branded entertainment studio challenging to maximize advertisers' brand value with a powerful network spanning IP, brands, advertising, and Hollywood. In 2025, it produced the web drama "Golden Gai" in Hollywood as a branded entertainment work for Suntory's US market.
Representative Director:
Keywords: