Turning gifts into deeply moving experiences. anatae delivers unforgettable gifts and memories to 10 million people #April Dream
ANATAE Co., Ltd. shared its April Dream vision to deliver unforgettable experience gifts to 10 million people through its marketplace 'anatae', addressing the shift in the growing e-gift market.
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- 📰 Published: April 1, 2026 at 22:27
- 🔍 Collected: April 1, 2026 at 16:47
- 🤖 AI Analyzed: April 21, 2026 at 08:39 (471h 51m after Collected)
Our company endorses "April Dream", an initiative to make April 1st a day for transmitting dreams. This press release is the dream of ANATAE Co., Ltd.
The dream of ANATAE Co., Ltd. (Headquarters: Meguro-ku, Tokyo; President and CEO: Eriyasu Hotta; hereinafter "ANATAE") and the experience gift marketplace "anatae" operated by ANATAE is to deliver unforgettable gifts to 10 million people. While the e-gift market is expanding, gift-giving opportunities and how to choose them are changing. Starting with a lineup that allows you to choose from approximately 18,000 accommodation facilities and about 5,000 experiences nationwide, anatae will continue to expand a wider variety of experiences in the future, evolving gifts from mere exchanges of physical goods into experiences that convey feelings and remain in memory.
## ■ The current gift market, progressing in both expansion and change
According to the Yano Research Institute *1, the domestic e-gift (social gift) market is expected to expand to 505 billion yen in 2024 and 645 billion yen in 2025, a 127.7% increase from the previous year. Against the backdrop of 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, gift-giving opportunities themselves are not uniformly increasing. In a 2025 survey by Halmek *2, 97.8% of women in their 50s and older give some kind of gift, but mid-year and year-end gifts have decreased by 18.1 percentage points compared to 2017, showing a shrinking trend in traditional gift-giving culture. While gifts will continue to remain, their form is being reconsidered.
## ■ It's not just "casualness" that is spreading
In the same survey, digital gifts are recognized by about 90% of people, and their use has expanded to include "small thanks and returns" in addition to birthdays. On the other hand, there are also voices saying, "I'm anxious because I'm unfamiliar with it" or "It lacks heart," leaving challenges that cannot be solved by convenience alone.
Furthermore, in a 2025 survey by Gift Mall *3, about 80% of those who have never experienced social gifts showed interest, and among users, 43.7% had received them from companies. The digitalization of gifts is progressing, but there is still room for growth in "what and how to send to convey feelings."
## ■ What anatae faces is the coexistence of "ease of choice" and "remaining in memory"
When choosing a gift, many people care about "whether it suits the recipient," "whether it's too generic," and "whether they will be truly happy." In a survey on catalog gifts, what recipients valued was "a large number of listed products" and "easy application.
The dream of ANATAE Co., Ltd. (Headquarters: Meguro-ku, Tokyo; President and CEO: Eriyasu Hotta; hereinafter "ANATAE") and the experience gift marketplace "anatae" operated by ANATAE is to deliver unforgettable gifts to 10 million people. While the e-gift market is expanding, gift-giving opportunities and how to choose them are changing. Starting with a lineup that allows you to choose from approximately 18,000 accommodation facilities and about 5,000 experiences nationwide, anatae will continue to expand a wider variety of experiences in the future, evolving gifts from mere exchanges of physical goods into experiences that convey feelings and remain in memory.
## ■ The current gift market, progressing in both expansion and change
According to the Yano Research Institute *1, the domestic e-gift (social gift) market is expected to expand to 505 billion yen in 2024 and 645 billion yen in 2025, a 127.7% increase from the previous year. Against the backdrop of 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, gift-giving opportunities themselves are not uniformly increasing. In a 2025 survey by Halmek *2, 97.8% of women in their 50s and older give some kind of gift, but mid-year and year-end gifts have decreased by 18.1 percentage points compared to 2017, showing a shrinking trend in traditional gift-giving culture. While gifts will continue to remain, their form is being reconsidered.
## ■ It's not just "casualness" that is spreading
In the same survey, digital gifts are recognized by about 90% of people, and their use has expanded to include "small thanks and returns" in addition to birthdays. On the other hand, there are also voices saying, "I'm anxious because I'm unfamiliar with it" or "It lacks heart," leaving challenges that cannot be solved by convenience alone.
Furthermore, in a 2025 survey by Gift Mall *3, about 80% of those who have never experienced social gifts showed interest, and among users, 43.7% had received them from companies. The digitalization of gifts is progressing, but there is still room for growth in "what and how to send to convey feelings."
## ■ What anatae faces is the coexistence of "ease of choice" and "remaining in memory"
When choosing a gift, many people care about "whether it suits the recipient," "whether it's too generic," and "whether they will be truly happy." In a survey on catalog gifts, what recipients valued was "a large number of listed products" and "easy application.