Let's Go Meet People with 1% Curiosity.

Max Produce Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Hirofumi Kuwabara), under the purpose of "Producing the GROWTH of the Era," has launched the "Yacchaba" co-creation platform project. "Yacchaba" is an experimental lab where all stakeholders, transcending industry, position, and title, can intersect and give shape to "schemes" that begin with 1% curiosity. As a hub of this energy, we are starting the full-scale operation of the Co-Creation Sakaba (bar). Once a month, we will open a place where people can gather regardless of industry or position. Just to meet and talk. When people gather, communication is inevitably born, and beyond those relationships, work and projects start to move—Yacchaba is that very environment. ■ About the term "Yacchaba" "Yacchaba" is an old term for the vegetable markets of Edo. People gathered before dawn, vegetables were piled up, prices were set, voices flew, laughter erupted, business deals were made, and people became acquainted—it was a place where people gathered even without a specific purpose. And the sound of this word overlaps with the Kansai dialect's "Yattemae!" (Just do it!). Before reasoning, before calculating profit and loss, just act. Just meet. Just mix. The bustle of the market and the impulse to "just do it" coexist. ■ Why Yacchaba? After the era of "not being able to meet" due to the COVID-19 pandemic, we became convinced of something. The moment a job is born is not designed; it resides in the natural interaction between people. No matter how much AI evolves, it cannot reproduce that moment. With that conviction, we first created a space. We started with the place before the logic. Six months later, that feeling became words. Last October, with the start of our 15th term, we rebranded. Along with the brand identity of being a "co-creator who admires working people and creates pride," the new "X" logo embodies the intersection that connects different perspectives, expertise, and people—a moment when what we had been embodying was finally verbalized. Having joined the Frontier International Group, our business foundation for deepening co-creation is now in place. We are now releasing this place, which we have nurtured while changing its name and form, to the world as "Yacchaba." Clients, creators, the community, the next generation—resonating and co-creating with all stakeholders. We are finally starting to move towards that future. ■ About the number 1% Our brand color is "C0 M10 Y0 K51." K (black) is 51%—a gray with a human touch, neither white nor black. Within this number 51, two meanings are embedded: 50 and 1. 50 is our determination to be 50:50 equal partners with our clients. And the remaining "1" is our stance of going one step beyond the instructed scope and sweating alongside our customers—a posture of accompaniment. Just 1%. But it is 1%. This 1% curiosity is the starting point of everything at Yacchaba. ■ Future schemes starting from Yacchaba At Yacchaba, schemes like these are being born. This is not just our story. We want to shape them with someone who will find them interesting with us. "What if we created our own original liquor from scratch?" We'll communicate the gritty brewing process, and when it's complete, we'll toast together. The process itself becomes communication. "That shop has great taste and character, but no successor. Can't we connect it to the next era?" We'll regenerate a precious local community on the verge of being lost with the power of planning and communication, passing its value to the next generation. "If we could have meetings in a sauna, wouldn't we get even crazier ideas?" We'll implement a supreme space for working people that fuses ultimate relaxation and ultimate dialogue. These are still just questions. But we believe there is someone at Yacchaba who will join us on these questions. ■ First Step: "Co-Creation Sakaba" Full-scale Launch The hub of Yacchaba is the communication space we designed during our office relocation last March, nicknamed "Co-Creation Sakaba." The design concept is "Echo-creation"—a place where voices and thoughts resonate before co-creation. Someone's single word resonates within someone else, that resonance is transmitted to the next person, and eventually, something unexpected is born. A place where you can say "Let's have a drink" without talking about business at all. We are now officially launching it as a place where all people—clients, creators, colleagues from different industries, the next generation—can interact without barriers. ■ Resonate with Yacchaba. Yacchaba is not just for Max Produce. It belongs to everyone who gathers here. Existing clients, potential future partners, creators who want to do interesting things together, people who want to liven up their community, people who want to nurture the next generation—title and industry don't matter. If your curiosity is piqued even by 1%, that's the signal. Yacchaba grows with the number of people who resonate with it. And when resonance becomes co-creation, we truly believe that a scenery no one has ever seen before will be born. Comment from CEO Hirofumi Kuwabara "In this age where AI is getting smarter, I think we can leave efficiency and rationality to machines. But that nameless something born from people meeting people—I believe it's still the job of humans to keep believing in that. Through Yacchaba, I want to resonate not only with clients but also with people I haven't met before and cook up interesting things together. I honestly don't know how far that chain reaction will spread. But I can't help but look forward to it. Whether it becomes a business can be secondary. First, meet. Talk. Mix. Come have a drink with 1% curiosity. It's sure to be interesting." We'll be waiting with drinks. Let's meet at Yacchaba. 【Contact for this matter】 Max Produce Inc. Account Strategy Office Attn: Miyata URL: https://max-produce.com/ The schedule will be announced on the official website and social media. ■ About Max Produce Inc. A comprehensive production company with the purpose of "Producing the GROWTH of the Era." With human potential at its core, we co-create "pride" for companies and individuals through branding and strategic communication design.