Cut & Color Specialty Salon "Chokipeta" Celebrates 15th Anniversary! Three Consecutive Months of Gratitude Campaigns Starting in July

Chokipeta, a specialty salon for cuts and color operated by a group company of Arte Genesis Inc. (Yokohama, Naka Ward / President & CEO Hideyoshi Yoshimura), which operates approximately 370 beauty salon chains, will celebrate its 15th anniversary in July 2026.

Since its brand launch in 2011, Chokipeta has been supported by local customers as a "maintenance salon" characterized by "no reservations required," "short service times," and "easy-to-use pricing." In May 2026, the monthly number of visitors reached a brand record of 98,000. As of the end of May 2026, the salon operates 80 stores in the Kanto and Kansai regions. To express gratitude for 15 years of patronage, a "15th Anniversary Gratitude Campaign" will be held for three consecutive months from July to September 2026.

During the 15th Anniversary Gratitude Campaign, to celebrate the 15th anniversary together with customers, staff will wear limited edition can badges featuring the Chokipeta logo and the familiar characters "Chokky & Pettan" while working, valuing communication with customers.

Establishing a New Business Model as a "Maintenance Salon" Rooted in the Community

Chokipeta was born on July 12, 2011, in Katsushika Ward, Tokyo (Horikiri Shobu-en store) as a maintenance salon that easily addresses everyday concerns such as "my hair has grown a bit" or "I'm worried about gray hair," focusing on cuts and gray hair coloring. Subsequently, stores were primarily opened along daily life routes such as supermarkets, pursuing convenience for everyday use, including no reservations, short service times, and cashless payment options. Through operational innovations such as the introduction of auto-shampoos and self-blow drying, Chokipeta has proposed a new beauty habit of regularly maintaining hair, in addition to the traditional image of "beauty salons being places for special occasions." During the COVID-19 pandemic, the convenience of short service times and easy access along daily routes were re-evaluated, leading to an increase in visitor numbers. Furthermore, even amidst ongoing price increases in recent years, the service has gained support from a wide range of generations as a way to "access necessary beauty services at affordable prices."

Through these cumulative efforts, by May 2026, Chokipeta operates 80 stores in the Kanto and Kansai regions, with monthly visitor numbers exceeding the brand's previous record of 98,000. As a locally rooted brand, it has continued to grow with an upward trend for 15 years.

【Chokipeta's 15-Year Journey】

2011: Launched the brand as a "maintenance salon" specializing in cuts and color. Since 2011: Expanded store development primarily in the Kanto area. 2014: Expanded store openings to the Kansai area. 2018: Chokipeta CM song created. 2019: Spun off as C&P Inc. 2020: Introduced self-drying, improving stylist efficiency and reducing customer stay times. April 2023: Introduced cashless payments at all stores. May 2024: Introduced online booking. August 2025: First store opening in the Chubu area. December 2025: Achieved sales of 2.4 billion yen for the fiscal year ending December 2025. May 2026: Opened 80 stores in Kanto and Kansai, achieving a record high of 98,000 monthly visitors (brand record).

Three Consecutive Months! "15th Anniversary Gratitude Campaign" Overview

To commemorate Chokipeta's 15th anniversary and express gratitude for ongoing patronage, a three-month consecutive campaign will be held at all stores, regardless of region.

<Part 1> LINE Member Exclusive "15 Point Present"

Special points will be awarded to our valued LINE members as a token of our daily appreciation.

Target Period: July 1 - July 31

<Part 2> Fun Project for All Visitors

Prize giveaway or special discount campaign (details to be announced on LINE once confirmed).

Target Period: August 1 - August 31

<Part 3> Final Fun Project for All Visitors

Following August, a prize giveaway or special discount campaign (details to be announced on LINE once confirmed).

Target Period: September 1 - September 30

Celebrating the 15th Anniversary in Stores with Original Can Badges!

To celebrate the 15th anniversary together with our customers, staff at all stores will wear original can badges designed with the Chokipeta logo and characters "Chokky & Pettan" during the campaign period.

We aim to celebrate the 15th anniversary together with the local community, cherishing casual conversations with customers such as "Congratulations" and "Thank you always."

Image of staff wearing original can badges.

Message from Hideyoshi Yoshimura, Representative Director and President

The Chokipeta brand was born in July 2011. This year, thanks to your support, we have reached the significant milestone of our 15th anniversary. Currently, we welcome many customers with 80 stores in the Kanto and Kansai regions and approximately 700 staff members. We are deeply grateful for the support of our customers who have patronized Chokipeta daily, as well as the local communities and stakeholders who have supported us.

Since our founding, we have been committed to creating services that make beauty more accessible to everyday life, with the desire to be a "familiar and convenient presence loved by local customers."

Over these 15 years, we have met many customers and received many smiles. We have also met many colleagues, and the efforts and growth of each one of them have shaped the current Chokipeta.

Moving forward, we will continue to be a brand that stays close to the daily lives of the local community through beauty, aiming to be a brand that customers continue to choose, while also working to create an environment where beauticians can work with peace of mind for a long time.

We look forward to your continued patronage of Chokipeta.

【About C&P Inc.】

Headquarters: 1-2-12 Mandai-cho, Naka-ku, Yokohama, Kanagawa 231-0031 VORT Yokohama Kannai III 8F Chairman: Naoki Yoshiwara President & CEO: Atsushi Takahashi Established: January 4, 2019 Tel: 045-222-7227 URL: https://www.chokipeta.com/ Business Activities: Operation of grooming maintenance salons specializing in cut and color.

【About New York New York Inc.】

Headquarters: 1-356-2 Ginza-cho, Fushimi-ku, Kyoto, Kyoto 612-8089 Maruyoshi Fushimi Bldg. 2F Chairman: Hideyoshi Yoshimura President & CEO: Shohei Kosaki Established: December 8, 1997 Tel: 075-604-5285 URL: https://www.nyny.co.jp/ Business Activities: Beauty industry, operation of beauty franchise chains.

【About Arte Genesis Inc.】

Headquarters: 1-4-1 Okina-cho, Naka-ku, Yokohama, Kanagawa 231-0028 Arte Marine Wave Bldg. 5F Chairman of the Board: Naoki Yoshiwara President & CEO: Hideyoshi Yoshimura Established: January 11, 2022 Founded: August 7, 1986 Capital: 100 million yen Tel: 045-663-6123 URL: https://artegenesis.com/ Business Activities: Holding company operating beauty salon chains, etc. Group Companies ASH Inc. https://ash-hair.com/ New York New York Inc. https://www.nyny.co.jp/ Style Designer Inc. https://www.styledesigner.net/ C&P Inc. https://www.chokipeta.com/ Diamond Eyes Inc. https://www.diamond-eyes.net/ Tokyo Bigami Geijutsu Gakuin

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