Asobi System Co., Ltd. and Toyota Coniq Pro Co., Ltd. Launch 'Co-Creation IP Business' Aiming to Create a New Mobility Culture by Combining 'KAWAII'

Asobi System Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Yusuke Nakagawa) and Toyota Coniq Pro Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Junichiro Takeda) announce the launch of a co-creation IP business that combines Japan's 'KAWAII' with mobility, aiming to create a new mobility culture. This initiative goes beyond event-based sponsorship and collaboration relationships, aiming to develop a business concept that continuously cultivates 'co-creation IP' across a wide range of business areas, including live showcases, mobility services, car-life goods, and regional revitalization. ■About the Co-Creation IP Business This co-creation IP business combines Toyota Coniq Pro's business development and production capabilities in the mobility domain with Asobi System's IP development capabilities centered on 'KAWAII'. By doing so, it aims to develop multifaceted businesses that go beyond live performances and create a new mobility culture. Additionally, by incorporating 'KAWAII' elements into mobility, it will work to create new points of contact between mobility and younger generations. The companies are planning to develop activities across the following areas: ① Entertainment events such as live shows and festivals linked to KAWAII IP By combining mobility with live experiences centered on music and fashion, the aim is to create a new performance model. The companies are considering developing festival-type live showcases where the KAWAII worldview can be experienced in a more three-dimensional and special way, with mobility contributing to venue creation and the expansion of experiential value at venues such as TOYOTA ARENA TOKYO, which aims to be a sanctuary for sports and music, as well as various live venues and circuits. ② Creation of shuttle services and market experiences using mobility As an initiative to transform the movement of visitors into experiential value, the companies plan to deploy services utilizing the multipurpose mobility 'e-Palette'. In addition to shuttle functions, the flexible design, which does not fix the use case, allows for use as a market or pop-up space, aiming to create a new mechanism where mobility is naturally integrated as part of the event experience. ③ KAWAII Used Car Style Update Project The companies will consider co-creating used cars with a style updated to the KAWAII worldview, in collaboration with 'CORDE by ', a used car style update business operated by Toyota Coniq Pro. By incorporating color, design, and storytelling into vehicles, the aim is to provide new mobility options that can be enjoyed by young people who have not previously felt a personal connection to cars. ④ Sales of KAWAII Merchandise Goods Expanded in the Mobility Context With the aim of incorporating KAWAII individuality into car life, the companies will advance the co-creation of mobility × KAWAII merchandise goods. Through the development of various products that enrich daily travel and time spent with cars, the aim is to create new value in car life that combines the worldview of the IP with practicality. ⑤ Regional Revitalization Project Leveraging the Capabilities of the 'Town's Best' Business As a regional revitalization project that brings vitality to towns, the aim is to connect the businesses from ① to ④ with attractive local resources in various regions, creating a flow of people and travel demand in the area. ⑥ Business Promotion through Data Science Collaboration The companies will explore the potential for new business creation by combining mobility-related data held by Toyota Coniq Pro with 'oshi-katsu' (fan activity) data held by Asobi System. ■Looking Ahead Through this co-creation IP business, Toyota Coniq Pro and Asobi System will continuously develop new challenges that transcend the boundaries of mobility and entertainment. By bringing together mobility and Japan-originated KAWAII culture, they will draw a 'new form of mobility culture' where people and towns are more connected, through co-creation and implementation. Please look forward to future developments. [Company Overview] Asobi System Co., Ltd. Company Name: Asobi System Co., Ltd. Established: June 2007 Capital: 10 million yen Shareholders: Undisclosed Representative: Representative Director Yusuke Nakagawa HP URL: https://asobisystem.com Business: Talent management business, event business, regional revitalization business, inbound business, creative business, media business, brand and store business Asobi System is a creative company that manages artists and creators who embody Japanese pop culture, produces events such as music festivals, promotes regional revitalization by combining local resources with entertainment, and operates stores utilizing IP. Through collaboration with domestic and international companies and media, it promotes the global expansion of Japan-originated culture. [Company Overview] Toyota Coniq Pro Co., Ltd. Company Name: Toyota Coniq Pro Co., Ltd. Established: January 2021 (Founded March 1949) Capital: 50 million yen Shareholders: Toyota Coniq Co., Ltd. (100%) Representative: Representative Director and President Junichiro Takeda HP URL: https://toyotaconiq-pro.co.jp Business: Marketing services and consulting for Toyota Motor Corporation and the Toyota Group, mobility service business, etc. Launched as a business company developing marketing services and consulting for Toyota Motor Corporation and the Toyota Group, as well as mobility service businesses. As a member of the Toyota Group, it develops various businesses towards a sustainable future expanding from the mobility domain for the 'happiness of each individual'. Its mission is to communicate the appeal of various companies, including Toyota Motor Corporation, and further enhance their value, contributing to the creation of happiness through its own unique challenges, breaking away from the conventional framework of an advertising agency.