BUZZ x Tokyo Design Academy: Official Character Renewal via Academic Design Competition to Create a New Brand Icon

BUZZ GROUP Co., Ltd. is launching a project in collaboration with the Visual Design Department of Tokyo Design Academy to renew the official character of the rental studio BUZZ. As an industry-academia collaborative initiative combining regular classes with a design competition for currently enrolled Visual Design students, the project will kick off with an orientation on Wednesday, May 13, 2026.

## Background of the Renewal

While BUZZ has had an official character, the decision was made to execute a full-scale renewal to further increase recognition and penetration among users.

Now having grown to a scale of approximately 250,000 monthly users and over 84 locations nationwide, the character has numerous exposure opportunities as an IP, including studio signage, merchandise, and SNS operations (acting as the 'admin persona' on the official X account). The goal is to evolve it into a character loved by an even broader audience. To incorporate the fresh sensibilities of next-generation creators, the renewal will take the form of an industry-academia collaboration.

## Desired Character Direction

BUZZ's primary member base is Gen Z (teens and 20s), and since the dancer demographic has a high female ratio, this project places a strong emphasis on a "cute" design that specifically resonates with young women in this age group.

- Style: A cute design emphasizing the roundness and approachability of a plush toy.
- Trends: Modern designs incorporating the latest dance culture and trends are highly welcome.
- Motif: Open to animals, objects, people, skies, etc., with an emphasis on imagination.
- Versatility: Simplicity is key, ensuring the character stands out even amidst the colorful visual environments of the studios.
- BUZZ Element: Including a subtle nod to "BUZZ" somewhere in the design makes it easier to utilize operationally.

## Schedule (Tentative)

- Afternoon of Wednesday, May 13, 2026: Orientation (held jointly and simultaneously for two Visual Design classes)
- May - June (4 weeks total): Research & Sketching -> Drawing & Refinement -> Presentation/Critique
- Mid-June: Submission of all artworks and commencement of judging
- Date TBD: Awards Ceremony & Announcement of Winning Design (Closed event at Tokyo Design Academy)

## Prizes and Benefits

- Grand Prize (1 winner): 20,000 yen gift certificate
- Excellence Award (2 winners): 10,000 yen gift certificate
- Honorable Mention: STUDIO BUZZ coupons, etc. (Details to be announced later)

* The winning design will be utilized across a wide range of media, including LINE stickers, studio signage, wall wraps, SNS operations, and merchandise (puppets, pouches, etc.). There is also the possibility of 3D adaptation in the future.
* Regarding the copyright handling of the winning design, a separate contract will be negotiated and signed with the creator after the selection is finalized.

## Comments

Risa Nakamura, Director of BUZZ
"While cherishing the sentiment attached to our previous official character, we have great expectations for evolving it further with the fresh sensibilities of next-generation creators. We look forward to co-creating a character that will be active in many areas—such as merchandise, signage, and SNS—together with everyone in the Visual Design Department of Tokyo Design Academy."

BUZZ, which consistently stands at the forefront of dance culture, is teaming up with next-generation creators to give birth to a new character. From the "place where entertainment is born," yet another new story begins.

## About BUZZ

Over 250,000 monthly users and over 400,000 total members!
Under the motto "the place where entertainment is born," BUZZ is Japan's most user-friendly and cost-effective rental studio, operating over 84 locations nationwide, primarily in the Kanto region.
The facilities are available 24 hours a day, 365 days a year, and are fully equipped with the latest sound and lighting systems.
The studios have received immense acclaim for their highly 'Instagrammable' interior designs, reasonable pricing, and an easy-to-use reservation system.
From beginners to advanced dancers, the studios serve as a hub for dance culture, providing a space for all dancers to practice, film, and collaborate.

## Company Profile

BUZZ GROUP Co., Ltd.
Company Name: BUZZ GROUP Co., Ltd.
Representative: Ken Watanabe
Head Office: BUZZ Bldg, 2-13-20 Akasaka, Minato-ku, Tokyo 107-0052
Business Description: Operation of rental studios, operation of an entertainment production agency, media operation, website/service production, music production