Transforming Gifts into Heart-Moving Experiences. anatae Aims to Deliver Unforgettable Gifts and Memories to 10 Million People #AprilDream
ANATAE Inc. announces its dream to deliver unforgettable, heart-moving experiences to 10 million people through its experience gift marketplace, anatae, differentiating itself in the expanding e-gift market by focusing on emotional value beyond mere convenience.
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- 📰 Published: April 1, 2026 at 22:27
Our company endorses April Dream, an initiative to make April 1st a day for sharing dreams. This press release represents the dream of ANATAE Inc.
The dream of ANATAE Inc. (Head office: Meguro-ku, Tokyo; Representative Director and President: Eiriyasu Hotta; hereinafter "ANATAE") and "anatae" (meaning "to you"), the experience gift marketplace operated by ANATAE, is to deliver unforgettable gifts to 10 million people. While the e-gift market is expanding, the opportunities and ways of giving gifts are changing. anatae will start with a lineup of approximately 18,000 accommodations and 5,000 experiences nationwide, and will further expand diverse experiences in the future, evolving gifts from mere exchanges of goods into experiences that convey feelings and remain in memory.
■ The Current State of the Gift Market: Both Expansion and Change
According to Yano Research Institute*1, the domestic e-gift (social gift) market is expected to expand to 505 billion yen in 2024, and further to 645 billion yen in 2025, a 127.7% increase year-on-year. With the convenience of being able to send gifts without knowing the recipient's address and the spread of personal use, e-gifts are becoming a more familiar option.
On the other hand, the opportunities for gifting themselves are not uniformly increasing. According to Halmek's 2025 survey*2, while 97.8% of women aged 50 and over give some kind of gift, traditional mid-year (Ochugen) and year-end (Oseibo) gifts have decreased by 18.1 percentage points compared to 2017, indicating a shrinking trend in traditional gift-giving culture. While gifts continue to exist, their form is being re-evaluated.
■ It's Not Just About "Ease" That's Expanding
The same survey shows that about 90% of people are aware of digital gifts, and their uses are expanding to include "small thank-yous and reciprocations" in addition to birthdays. However, there are also voices expressing concerns such as "I'm unfamiliar with it, so I'm anxious" and "It doesn't feel heartfelt," indicating that there are still challenges that convenience alone cannot solve.
Furthermore, Giftmall's 2025 survey*3 revealed that about 80% of those who have not experienced social gifts are interested, and among users, 43.7% have received one from a company. While the digitalization of gift-giving is progressing, there is still room for growth in the aspect of "how to convey feelings through what and how to give."
■ anatae Aims to Balance "Ease of Choice" and "Memorability"
anatae's experience gift lineup, offering diverse experiences such as accommodation, restaurants, saunas, and movies.
When choosing a gift, many people worry about "whether it suits the recipient," "whether it's too safe," and "whether they will truly be happy." In a survey regarding catalog gifts, recipients prioritized factors related to ease of choice and receipt, such as "many products listed," "easy application," "easy-to-view catalog," and "long application deadline."
anatae aims to design not only for this "ease of choice" but also for the "memorability" that lies beyond it.
What we aim for is a gift that can be chosen not just by "what to give," but by "what feelings you want to convey." Gratitude, celebration, appreciation, encouragement. We believe that a gift experience includes the entire process, from selecting a gift that matches those feelings to it remaining in the recipient's memory.
■ anatae's Dream and Towards Its Realization
For the giver, to feel, "I'm glad I chose this."
For the recipient, to feel, "They chose this for me."
anatae will continue to work on balancing the ease of giving and the proper conveyance of feelings. We will not only increase options in line with the expansion of the e-gift market but also cultivate a gift experience that can be chosen based on "the reason for giving" and "the feelings you want to convey."
To transform gifts into heart-moving experiences.
anatae is earnestly striving for a future where it delivers unforgettable gifts to 10 million people.
Service site: https://anatae.co.jp/
*1 Source: Yano Research Institute "Survey on the Social Gift Market"
https://www.yano.co.jp/press-release/show/press_id/4048
*2 Source: Halmek Holdings "Survey on Gift-Giving Awareness and Actual Conditions 2025"
https://prtimes.jp/main/html/rd/p/000000240.000034765.html
*3 Source: Giftmall Survey
https://prtimes.jp/main/html/rd/p/000000075.000048025.html
<< About "anatae" >>
"anatae" is an experience gift marketplace that allows you to easily give "special time" and "memories" to friends, acquaintances, partners, family, colleagues, bosses, and other close or indebted individuals. The lineup includes various "experience gifts" such as restaurants/cafes, accommodation, saunas, spas, aesthetics, and movie viewing. There are two ways to give gifts: "e-gift," which can be easily sent via SNS or email in an environmentally friendly manner, and "Gift BOX," which allows for special presentation with original design wrapping. Furthermore, recipients can change or upgrade their experience to suit their preferences. anatae delivers the best "experiences" that excite both the giver and the receiver and remain in their memories.
<< About "ANATAE Inc." >>
ANATAE Inc. is the operating company of the experience gift marketplace "anatae," which launched in 2024 with the support of Pierre-Edouard Stérin, the founder of Smartbox Group, a pioneer in the European experience gift industry and accounting for over 70% of the European experience gift market. Leveraging its network with partner vendors such as Smartbox, the largest experience gift marketplace in Europe, Giftory in the US, and Wondergifts in the Middle East, with group sales exceeding 300 billion yen, the company provides the best "experiences" that excite both the giver and the receiver through the experience gift marketplace "anatae."
Company Name: ANATAE Inc.
Representative Director and President: Eiriyasu Hotta
Head Office Location: 4-7-4 Aobadai, Meguro-ku, Tokyo
Established: January 2024
URL: https://anatae.co.jp/
<< Contact for "anatae" gifts >>
Alexis Ouyang (alexis@anatae.co.jp)
The dream of ANATAE Inc. (Head office: Meguro-ku, Tokyo; Representative Director and President: Eiriyasu Hotta; hereinafter "ANATAE") and "anatae" (meaning "to you"), the experience gift marketplace operated by ANATAE, is to deliver unforgettable gifts to 10 million people. While the e-gift market is expanding, the opportunities and ways of giving gifts are changing. anatae will start with a lineup of approximately 18,000 accommodations and 5,000 experiences nationwide, and will further expand diverse experiences in the future, evolving gifts from mere exchanges of goods into experiences that convey feelings and remain in memory.
■ The Current State of the Gift Market: Both Expansion and Change
According to Yano Research Institute*1, the domestic e-gift (social gift) market is expected to expand to 505 billion yen in 2024, and further to 645 billion yen in 2025, a 127.7% increase year-on-year. With the convenience of being able to send gifts without knowing the recipient's address and the spread of personal use, e-gifts are becoming a more familiar option.
On the other hand, the opportunities for gifting themselves are not uniformly increasing. According to Halmek's 2025 survey*2, while 97.8% of women aged 50 and over give some kind of gift, traditional mid-year (Ochugen) and year-end (Oseibo) gifts have decreased by 18.1 percentage points compared to 2017, indicating a shrinking trend in traditional gift-giving culture. While gifts continue to exist, their form is being re-evaluated.
■ It's Not Just About "Ease" That's Expanding
The same survey shows that about 90% of people are aware of digital gifts, and their uses are expanding to include "small thank-yous and reciprocations" in addition to birthdays. However, there are also voices expressing concerns such as "I'm unfamiliar with it, so I'm anxious" and "It doesn't feel heartfelt," indicating that there are still challenges that convenience alone cannot solve.
Furthermore, Giftmall's 2025 survey*3 revealed that about 80% of those who have not experienced social gifts are interested, and among users, 43.7% have received one from a company. While the digitalization of gift-giving is progressing, there is still room for growth in the aspect of "how to convey feelings through what and how to give."
■ anatae Aims to Balance "Ease of Choice" and "Memorability"
anatae's experience gift lineup, offering diverse experiences such as accommodation, restaurants, saunas, and movies.
When choosing a gift, many people worry about "whether it suits the recipient," "whether it's too safe," and "whether they will truly be happy." In a survey regarding catalog gifts, recipients prioritized factors related to ease of choice and receipt, such as "many products listed," "easy application," "easy-to-view catalog," and "long application deadline."
anatae aims to design not only for this "ease of choice" but also for the "memorability" that lies beyond it.
What we aim for is a gift that can be chosen not just by "what to give," but by "what feelings you want to convey." Gratitude, celebration, appreciation, encouragement. We believe that a gift experience includes the entire process, from selecting a gift that matches those feelings to it remaining in the recipient's memory.
■ anatae's Dream and Towards Its Realization
For the giver, to feel, "I'm glad I chose this."
For the recipient, to feel, "They chose this for me."
anatae will continue to work on balancing the ease of giving and the proper conveyance of feelings. We will not only increase options in line with the expansion of the e-gift market but also cultivate a gift experience that can be chosen based on "the reason for giving" and "the feelings you want to convey."
To transform gifts into heart-moving experiences.
anatae is earnestly striving for a future where it delivers unforgettable gifts to 10 million people.
Service site: https://anatae.co.jp/
*1 Source: Yano Research Institute "Survey on the Social Gift Market"
https://www.yano.co.jp/press-release/show/press_id/4048
*2 Source: Halmek Holdings "Survey on Gift-Giving Awareness and Actual Conditions 2025"
https://prtimes.jp/main/html/rd/p/000000240.000034765.html
*3 Source: Giftmall Survey
https://prtimes.jp/main/html/rd/p/000000075.000048025.html
<< About "anatae" >>
"anatae" is an experience gift marketplace that allows you to easily give "special time" and "memories" to friends, acquaintances, partners, family, colleagues, bosses, and other close or indebted individuals. The lineup includes various "experience gifts" such as restaurants/cafes, accommodation, saunas, spas, aesthetics, and movie viewing. There are two ways to give gifts: "e-gift," which can be easily sent via SNS or email in an environmentally friendly manner, and "Gift BOX," which allows for special presentation with original design wrapping. Furthermore, recipients can change or upgrade their experience to suit their preferences. anatae delivers the best "experiences" that excite both the giver and the receiver and remain in their memories.
<< About "ANATAE Inc." >>
ANATAE Inc. is the operating company of the experience gift marketplace "anatae," which launched in 2024 with the support of Pierre-Edouard Stérin, the founder of Smartbox Group, a pioneer in the European experience gift industry and accounting for over 70% of the European experience gift market. Leveraging its network with partner vendors such as Smartbox, the largest experience gift marketplace in Europe, Giftory in the US, and Wondergifts in the Middle East, with group sales exceeding 300 billion yen, the company provides the best "experiences" that excite both the giver and the receiver through the experience gift marketplace "anatae."
Company Name: ANATAE Inc.
Representative Director and President: Eiriyasu Hotta
Head Office Location: 4-7-4 Aobadai, Meguro-ku, Tokyo
Established: January 2024
URL: https://anatae.co.jp/
<< Contact for "anatae" gifts >>
Alexis Ouyang (alexis@anatae.co.jp)
FAQ
What specifically does anatae mean by "heart-moving experiences"?
It refers to providing special moments that remain in the recipient's memory and convey feelings, chosen from diverse experiences such as accommodation, restaurants, saunas, and movies.
Please explain the expansion of the e-gift market and anatae's differentiation strategy.
While the e-gift market is expanding, there's a challenge of gifts feeling "impersonal." anatae differentiates itself by offering experience-based gifts that prioritize "the giver's feelings" in addition to convenience.
What is the background of ANATAE Inc.?
It is an experience gift marketplace operator established in 2024, supported by the founder of Smartbox Group, a leader in the European experience gift industry.