Delivering "Technology, Passion, and Craftsmanship" in Real-Time. Manufacturing-Focused Live Commerce "BEGINNING LEGACY" Launched
Monoe Inc. will launch "BEGINNING LEGACY," a live commerce platform specializing in manufacturing, on May 12, 2026. This service aims to provide a new sales experience by conveying the background, technology, and passion of product development and craftsmen in real-time, fostering understanding, conviction, and empathy to drive purchases and revitalize Japanese manufacturing.
📋 Article Processing Timeline
- 📰 Published: May 9, 2026 at 21:00
- 🔍 Collected: May 9, 2026 at 12:31
- 🤖 AI Analyzed: May 9, 2026 at 12:37 (5 min after Collected)
Monoe Inc. (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Takahiro Nakamura) will launch "BEGINNING LEGACY," a live commerce business specializing in manufacturing companies, craftsmen, and artists, starting May 12, 2026.
This business will offer a new sales experience where manufacturers' presidents and craftsmen sometimes appear in live broadcasts, delivering the background, technology, and passion behind product development in real-time. This aims to connect "understanding, conviction, and empathy" to purchases.
**Monoe's Live Commerce Business**
**Changing the "Purchase Structure" Itself**
There is a decisive difference between traditional e-commerce and live commerce.
E-commerce: Search → Compare → Purchase (fragmented process)
Live Commerce: Understanding → Conviction → Purchase (simultaneous progression)
Furthermore, during live broadcasts, viewers can ask questions in real-time, allowing them to resolve queries about "sizing," "how to use," or "why this material" on the spot.
The biggest appeal of live commerce is that it's not just e-commerce, but a platform where "you can purchase with conviction through conversation."
Live streaming also builds trust as creators and merchandisers speak directly,
making manufacturing processes and technologies visible, deepening understanding, and concretizing the post-use experience through demonstrations.
As a result, the journey from "don't know" to "want" proceeds swiftly.
Moreover, with the evolution of video platforms like TikTok, viewing and purchasing are integrated.
The value of "buying from a person" is becoming mainstream.
**Rapidly Growing Live Commerce Market and Japan's Untapped Huge Growth Potential**
Trends and Forecasts for Japan's Live Streaming Market Size (including live commerce related markets)
Currently, the live commerce market is continuing its explosive global expansion and is becoming established as a next-generation industrial infrastructure. While pioneering China has formed a mature and dominant market, Japan is now at the initial stage of entering a full-scale hyper-growth phase, attracting keen attention both domestically and internationally as the last remaining huge untapped market.
Traditional e-commerce sites and web advertisements had limitations in conveying qualitative values such as "developers' passion" or "overwhelming differences from other companies' products" with only photos and text. Additionally, general influencer PR tended to over-rely on follower counts, ending up as temporary events or discount sales, which damaged brand value—a major factor in past failures.
A scene from the test live stream
Therefore, with the launch of 【BEGINNING LEGACY】's live commerce on May 12, we will discover "yet-unseen masterpieces" and "passionate local factories" across Japan, and deliver them to everyone through continuous live streaming.
Our strength lies in overwhelming "passion" and carefully crafted "transmission power."
We don't just introduce products.
From several days before the broadcast, we will share stories that can be called "crystallizations of soul," such as the philosophy behind the product, its journey to creation, and secret development stories.
- The sight of factories continuously striving for quality improvement.
- The hands of craftsmen who constantly confront materials.
- The technologies born by overcoming countless failures.
By conveying even these "processes," "histories," and "enthusiasm," we aim to transmit "value itself," not just the product.
Furthermore, through SNS, we will realistically convey the "personalities," "voices," and "moments" of the creators that are not visible through the products alone, fostering deep empathy with viewers.
**Founder Takahiro Nakamura's Vision: To Make Japanese Manufacturing the Coolest Profession in the World**
**"Why isn't this appreciated?" - It all started from that.**
Representative Director and CEO Takahiro Nakamura
The identity of Japan lies in "monozukuri" (manufacturing/craftsmanship). We truly believe this.
But now, is that value truly being conveyed correctly?
Technologies accumulated over many years. Craftsman skills honed over a lifetime.
Japanese craftsmanship, which should be boasted to the world, is buried under superficial metrics like "price," "efficiency," and "simplicity," ending up unknown to anyone.
We feel a strong sense of crisis about this reality.
I, Takahiro Nakamura, first entered a manufacturing site in my previous job and continued to encounter "genuine technology."
"This technology, it's used in such places? That's too amazing!"
The scene had an unexpected level of passion.
- Craftsmen who don't stop until they are satisfied.
- An attitude of saying "not good enough yet," even if specifications are met.
- Pride and persistence that cannot be measured by numbers.
However, at the same time, I felt a strong sense of unease.
- Products designed with time and cost, even with designers, don't sell.
- Craftsmen with skills leave the field without being recognized.
- "Why is it like this...
This business will offer a new sales experience where manufacturers' presidents and craftsmen sometimes appear in live broadcasts, delivering the background, technology, and passion behind product development in real-time. This aims to connect "understanding, conviction, and empathy" to purchases.
**Monoe's Live Commerce Business**
**Changing the "Purchase Structure" Itself**
There is a decisive difference between traditional e-commerce and live commerce.
E-commerce: Search → Compare → Purchase (fragmented process)
Live Commerce: Understanding → Conviction → Purchase (simultaneous progression)
Furthermore, during live broadcasts, viewers can ask questions in real-time, allowing them to resolve queries about "sizing," "how to use," or "why this material" on the spot.
The biggest appeal of live commerce is that it's not just e-commerce, but a platform where "you can purchase with conviction through conversation."
Live streaming also builds trust as creators and merchandisers speak directly,
making manufacturing processes and technologies visible, deepening understanding, and concretizing the post-use experience through demonstrations.
As a result, the journey from "don't know" to "want" proceeds swiftly.
Moreover, with the evolution of video platforms like TikTok, viewing and purchasing are integrated.
The value of "buying from a person" is becoming mainstream.
**Rapidly Growing Live Commerce Market and Japan's Untapped Huge Growth Potential**
Trends and Forecasts for Japan's Live Streaming Market Size (including live commerce related markets)
Currently, the live commerce market is continuing its explosive global expansion and is becoming established as a next-generation industrial infrastructure. While pioneering China has formed a mature and dominant market, Japan is now at the initial stage of entering a full-scale hyper-growth phase, attracting keen attention both domestically and internationally as the last remaining huge untapped market.
Traditional e-commerce sites and web advertisements had limitations in conveying qualitative values such as "developers' passion" or "overwhelming differences from other companies' products" with only photos and text. Additionally, general influencer PR tended to over-rely on follower counts, ending up as temporary events or discount sales, which damaged brand value—a major factor in past failures.
A scene from the test live stream
Therefore, with the launch of 【BEGINNING LEGACY】's live commerce on May 12, we will discover "yet-unseen masterpieces" and "passionate local factories" across Japan, and deliver them to everyone through continuous live streaming.
Our strength lies in overwhelming "passion" and carefully crafted "transmission power."
We don't just introduce products.
From several days before the broadcast, we will share stories that can be called "crystallizations of soul," such as the philosophy behind the product, its journey to creation, and secret development stories.
- The sight of factories continuously striving for quality improvement.
- The hands of craftsmen who constantly confront materials.
- The technologies born by overcoming countless failures.
By conveying even these "processes," "histories," and "enthusiasm," we aim to transmit "value itself," not just the product.
Furthermore, through SNS, we will realistically convey the "personalities," "voices," and "moments" of the creators that are not visible through the products alone, fostering deep empathy with viewers.
**Founder Takahiro Nakamura's Vision: To Make Japanese Manufacturing the Coolest Profession in the World**
**"Why isn't this appreciated?" - It all started from that.**
Representative Director and CEO Takahiro Nakamura
The identity of Japan lies in "monozukuri" (manufacturing/craftsmanship). We truly believe this.
But now, is that value truly being conveyed correctly?
Technologies accumulated over many years. Craftsman skills honed over a lifetime.
Japanese craftsmanship, which should be boasted to the world, is buried under superficial metrics like "price," "efficiency," and "simplicity," ending up unknown to anyone.
We feel a strong sense of crisis about this reality.
I, Takahiro Nakamura, first entered a manufacturing site in my previous job and continued to encounter "genuine technology."
"This technology, it's used in such places? That's too amazing!"
The scene had an unexpected level of passion.
- Craftsmen who don't stop until they are satisfied.
- An attitude of saying "not good enough yet," even if specifications are met.
- Pride and persistence that cannot be measured by numbers.
However, at the same time, I felt a strong sense of unease.
- Products designed with time and cost, even with designers, don't sell.
- Craftsmen with skills leave the field without being recognized.
- "Why is it like this...