From Senior Babies to the Newborns: Nicoli Simultaneously Launches Message Video 'Welcome Baby' and 'Baby Memory Encyclopedia'

Nicoli Inc. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Shusuke Harada; hereinafter 'Nicoli') has officially launched the permanent online archive 'Baby Memory Encyclopedia' (hereinafter 'the Encyclopedia'), where everyone can record children's 'fleeting moments'. At the same time, it has released 'Welcome Baby', a message video from 'senior babies' to soon-to-be-born babies, collected from followers of its SNS media 'Jikkyo Baby'. This initiative delivers encouragement from society to all new lives, those being born now and those yet to come.

This project is a warm expression of Nicoli's mission, 'To make parents and children smile through the power of entertainment,' aimed at those currently raising children, those about to start, and all of society.

▍Project ①: Message Video from Senior Babies 'Welcome Baby'

The project began with the idea of sending cheers from 'seniors' who have already experienced being a baby to new lives arriving in the world.

Nicoli called for short vertical videos from followers of its SNS media 'Jikkyo Baby' (total followers: 900,000 across Instagram, X, and TikTok; total views: 1.5 billion) via Instagram Stories, asking for 'a message for the baby about to be born.' These collected videos have been edited and delivered.

'Welcome to the world.'
'Come have fun~'
'Hiccups~ aren't scary!'

The video features simple, straightforward words from slightly older 'senior babies' to new lives they have yet to meet.

Format: Vertical short video
Distribution: Jikkyo Baby Instagram / TikTok / X, Nicoli official SNS, special website
Release Date: Same day as this press release
Collection Method: Videos collected from followers via Jikkyo Baby official Instagram Stories
Special Website: https://welcome-baby.nicoli.jp/
Hashtag: #WelcomeBaby

▍Project ②: Permanent Archive 'Baby Memory Encyclopedia'

The 'Baby Memory Encyclopedia' is an online archive operated by Nicoli that collects children's highlight moments by category. Its umbrella message is 'Every moment is a treasure someday.'

From the frustrating 'terrible twos' phase, inexplicable 'how did this happen' moments, interactions with grandparents, siblings, and pets, to casually captured everyday scenes – all are unique 'firsts' for each child and irreplaceable memories for parents and children. The Encyclopedia is designed not as a competition for these moments, but as a place to preserve, celebrate, and enjoy them together.

On Children's Day in May 2026, the first installment, the 'Terrible Twos Encyclopedia,' was previewed. Collected highlights were added to the Encyclopedia under the 'Terrible Twos' category, and 12 entries are currently displayed on the special website. Photos and videos for other categories are being accepted year-round, and the Encyclopedia will grow as memories are submitted.

Special Website: https://omoide-zukan.nicoli.jp/
Hashtag: #BabyMemoryEncyclopedia

▍Reason for Delivering Both 'Video' and 'Encyclopedia'

The number of children in Japan is decreasing year by year. According to the Ministry of Internal Affairs and Communications' 'Number of Children in Japan' (as of April 1, 2026), the number of children is 13.29 million, 350,000 fewer than the previous year, marking a record low.

Meanwhile, many babies are being born right now, accumulating countless 'firsts.' Nicoli wanted to spotlight the joy and preciousness of 'parenting in the here and now.'

Discussions about numbers are important social themes. That is why Nicoli is launching these two projects simultaneously for those currently raising children, those about to start, and all the new babies being born.

Message video from senior babies to new lives = delivering a 'welcome' to soon-to-be-born babies from all of society
Permanent archive 'Baby Memory Encyclopedia' = preserving children's 'fleeting moments' with all of society

Every moment is a treasure someday. Looking back later, they all become footprints of treasure for parent and child.

▍The 4 Categories of the 'Baby Memory Encyclopedia'

The Encyclopedia consists of the following four categories. Each category has a theme, and photos, videos, and captions are being accepted (applications to multiple categories are possible).

For the 'Terrible Twos' category, Nicoli maintains its previous stance that 'the terrible twos are a sign of growth,' proposing to record this not just as a difficult period but as a precious 'beginning.'

More categories are planned for the future. Ideas for new categories are also accepted via the comment section of the application form.

▍How to Participate

Submit one photo or video with a caption via the 'Submit Your Memory' section on the special website.
Select your desired category when applying (Terrible Twos / How Did This Happen / Heartwarming / Memories / Other).
After granting permission for publication, the submission will be considered for inclusion in the Encyclopedia (applications are open 365 days a year).
Requests for removal can be made at any time via the contact information listed in the site footer.
Posts and sharing on SNS using category-specific hashtags (e.g., #TerribleTwosEncyclopedia #HowDidThisHappenEncyclopedia #HeartwarmingEncyclopedia #MemoriesEncyclopedia) are also welcome.

▍Nicoli's Initiatives

Nicoli's mission is 'To make parents and children smile through the power of entertainment,' and it develops and distributes IP content for families.
・SNS Media 'Jikkyo Baby': Adds live commentary to baby videos, bringing laughter and empathy to family life (Instagram, X, TikTok, etc.)
・Kids' YouTube Show 'Magic Mimi': A craft and educational series for parents and children to enjoy together (launched September 2025)
・The 'Baby Memory Encyclopedia': A permanent archive for sharing parent-child memories with society

Representative Shusuke Harada is a former TV Tokyo announcer and father of two. While working on the infant program 'Sinapusyu,' he also took childcare leave himself. Based on this experience, he founded Nicoli in August 2023.

▍Future Plans

The Encyclopedia will be a permanent operation, continuously accepting and publishing submissions. Galleries will be expanded sequentially as a certain number of works are collected for each category.

Future plans include:
Category Expansion: Adding new categories, exploring category sponsorship partnerships with companies and organizations.
Content Layering: Introducing categories on Jikkyo Baby's SNS channels, continuing to distribute recruitment reels and short videos.
Serialization of Senior Baby Message Videos: Continuously planning and producing sequel videos with different seasons and themes.
Data and Social Connection: Based on accumulated submission data, continuing to explore ways to communicate about the 'fleeting moments' of the parenting generation and connect with the broader social context.