Asobica Supports Calbee's Official Fan Community "Jaga-Rella Potato Cheer Squad" with "coorum", Leading to the Birth of "Negi-Shio Dare Flavor" from 675 Fan Ideas.

Asobica Inc. (Head Office: Shinagawa-ku, Tokyo; President & CEO: Takaya Imada, hereinafter "Asobica") provides "coorum", a "true voice" data platform based on zero-party data*1, and supports the operation of Calbee Inc.'s (Head Office: Chiyoda-ku, Tokyo; President & CEO: Makoto Ehara, hereinafter "Calbee") official fan community, "Jaga-Rella Potato Cheer Squad". We are pleased to announce that "Jaga-Rella Potato Negi-Shio Dare Flavor", a limited-time product, has been released based on fan ideas gathered within the community.

*1 Zero-party data: Data that consumers intentionally share with companies of their own volition.

Background of the Initiative

In recent years, the food manufacturer industry has seen price revisions due to rising raw material costs and adjustments to product content. Amidst the ongoing inflation, consumers are increasingly practicing "belt-tightening consumption"*2 for necessities while actively spending on areas that bring personal fulfillment, such as hobbies and entertainment. In this environment, it is becoming increasingly important for brands and companies to foster affection and empathy and build trust to remain chosen by consumers.

Under these circumstances, "co-creation", where companies create products and brands together with their fans, is becoming a source of competitiveness, rather than companies unilaterally delivering value.

Calbee has traditionally aimed to develop products by directly connecting with customers and incorporating their feedback, strengthening touchpoints with customers through official social media accounts, the point app "Calbee Ruby Program"*3, and the fan site "Jaga-Rella Potato Cheer Squad". Furthermore, by transferring "Jaga-Rella Potato Cheer Squad" into the "Calbee Ruby Program" app, they have strengthened collaboration with actual purchasers and incorporated fan voices.

Asobica provides the "true voice" data platform "coorum" to realize Calbee's goals of strengthening fan relationships and co-creation initiatives. This time, a new product has been born based on fan ideas gathered from the fan community "Jaga-Rella Potato Cheer Squad".

*2 Belt-tightening consumption: A consumption style where consumers strictly save on daily necessities while actively spending in areas that lead to personal fulfillment, such as hobbies and entertainment. *3 Calbee Ruby Program: A program where users can earn Rubies (points) usable for experiential programs and campaign applications within the original smartphone app (Calbee Ruby Program App) by participating in the "Ori-Pake" (folding package) movement (a movement to reduce household waste by folding packages) for eligible products.

About "Jaga-Rella Potato Negi-Shio Dare Flavor" Born from Fan Ideas

This time, the product was developed based on 675 fan ideas gathered within the fan community on the theme of "flavors that go well with beer". The result is the "Negi-Shio Dare Flavor", which, upon opening the bag, releases the aroma of green onions and the flavor of sesame oil and garlic, with a moderate saltiness that makes you want to drink beer.

Calbee has previously engaged in co-creation projects with the desire to increase opportunities for co-creation with fans and release products that are more loved and supported by the fans of "Jaga-Rella Potato Cheer Squad" through community renewals. In addition to product development based on fan ideas like this one, they have realized 8 "co-creation products" where even the package design is created together with fans. Most recently, attractive products such as "Oyster Butter Flavor" and "Yuzu-Scented Sea Bream Dashi Flavor" have been created through co-creation with fans.

Suggested Retail Price: Open

Release Date and Stores: Pre-sale at convenience stores nationwide starting June 15, 2026, with availability expanding to other stores from the 22nd.

Key Points of "coorum" Utilization

Communities operated with "coorum" allow direct and two-way interaction between companies/brands and their fans, fostering empathy and affection for products, brands, and companies. Furthermore, based on the relationships cultivated with fans, it is possible to instantly gather the voices of highly engaged fans through surveys and voting functions, and to involve them in planning such as product development.

About the Official Fan Community "Jaga-Rella Potato Cheer Squad"

"Jaga-Rella Potato Cheer Squad" was established for Jaga-Rella Potato fans nationwide who are passionate about Jaga-Rella Potatoes. As an activity to open a new chapter for Jaga-Rella Potatoes, members engage in various projects, including new product development.

Interaction deepens not only within the community but also through offline fan meetings.

Official Fan Community "Jaga-Rella Potato Cheer Squad": https://kataage-ouenbu.calbee.jp/

Comments from Calbee Inc. Community Representative

In the renewed "Jaga-Rella Potato Cheer Squad", we want to increase opportunities to develop new products together with our fans. We have created many new flavors through co-creation products, and each time, we are amazed by everyone's passion for "Jaga-Rella Potato", their enthusiasm, and the diversity of their ideas. The co-created products sold so far have been supported not only by fans but also by many consumers, and we are once again realizing the importance of listening to fan voices and the potential of co-creation. We will continue to create better products together with everyone in the "Jaga-Rella Potato Cheer Squad".

About "coorum", the Data Platform Provided by Asobica Inc.

This platform improves all CX by collecting zero-party data (customer voices and data) based on community and research tools, and then analyzing and utilizing it with AI. It collects and visualizes "customers' true voices" – such as product/service usage, and the background and emotions behind actions – which cannot be understood through digital behavioral data alone, thereby maximizing product development, brand strategy, and marketing effectiveness.

・coorum HP: https://coorum.jp

・Service Introduction Materials: https://coorum.jp/document_requests

Company Profile of Asobica Inc.

Company Name: Asobica Inc.

Location: 2-27-3 Nishi-Gotanda, Shinagawa-ku, Tokyo 141-0031 A-PLACE Gotanda Building 8F/9F

Representative: Takaya Imada, President & CEO

Company HP: https://asobica.co.jp

Operating Media "CXin": https://coorum.jp/cxin

Company Profile of Calbee Inc.

Company Name: Calbee Inc.

Location: Marunouchi Trust Tower Main Building 22F, 1-8-3 Marunouchi, Chiyoda-ku, Tokyo 100-0005

Representative: Makoto Ehara, President & CEO

Company HP: https://www.calbee.co.jp/

[Contact for Inquiries Regarding This Release]

Asobica Inc.

Mail: pr@asobica.co.jp

Public Relations: Yanai, Koko