Leasing DX System for Commercial Facilities "Shop Counter Enterprise" Renews Mitsui Fudosan Group's "Event Space & Media Guide"

Counterworks Inc. (Headquarters: Shinagawa-ku, Tokyo; CEO: Naoki Sanpei; hereinafter "Counterworks"), which aims to create new infrastructure by digitizing commercial real estate, announced that it has supported the renewal of the "Event Space & Media Guide" for the Mitsui Fudosan Group, including Mitsui Fudosan Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Shun Ueda; hereinafter "Mitsui Fudosan"), through its leasing DX system for commercial facilities, "Shop Counter Enterprise". This site, with Mitsui Fudosan as the implementing entity, will be utilized for operations by various Mitsui Fudosan Group companies, such as Mitsui Fudosan Commercial Management Co., Ltd. and Lalaport Agency Inc.

URL for "Mitsui Shopping Park Event Space & Media Guide": https://eventspace.mf-shogyo.co.jp/about

Background of Site Renewal

The Mitsui Fudosan Group has provided diverse opportunities for corporate activities, such as pop-up events, promotions, and advertising placements through in-facility media, leveraging the direct customer touchpoints offered by commercial facilities.

In recent years, commercial facilities have evolved beyond mere shopping destinations, with their value as real media for direct brand-consumer interaction increasing. Particularly, as interest grows in reaching consumers just before purchase, which is difficult to achieve through online advertising alone, and in experiential promotions, the importance of a user flow that allows businesses considering event participation and advertising agencies/advertisers wishing to utilize in-facility media to check information across multiple facilities and consider suitable participation/placement options has grown.

In response to these needs, the site has been renewed and optimized for information design, enabling users to comprehensively view event spaces and in-facility advertising/decoration media across the Mitsui Fudosan Group's commercial facilities.

About the Renewed Site

The "Mitsui Shopping Park Event Space & Media Guide" features information on event spaces and in-facility media for approximately 50 facilities nationwide operated by the Mitsui Fudosan Group, including Mitsui Shopping Park Lalaport, Mitsui Outlet Park, Lifestyle Park, and urban facilities. The site lists approximately 2,000 event participation spaces and about 420 in-facility media such as digital signage and in-facility decorations, allowing users to search and compare both event participation and media placement across facilities.

Businesses considering event participation can search for event spaces by area and facility, and review facility characteristics, participation patterns, and the process for utilization. The structure is designed to make it easy to find suitable locations for pop-up stores, sales events, PR events, exhibitions, and experiential promotions according to their objectives.

Furthermore, for advertising agencies and advertisers considering media placement, a user flow has been established to search for a variety of in-facility advertising and decoration media, including digital signage. This makes it easier to compare and select optimal media based on facility visitor demographics and promotional objectives.

▼Screen image of the Mitsui Fudosan Group's "Event Space & Media Guide"

(1) Features of In-Facility Media in Mitsui Fudosan Group Commercial Facilities

The Mitsui Fudosan Group's commercial facilities attract a wide range of visitors. They also maintain high levels of visitor frequency and dwell time, creating an environment conducive to continuous engagement with consumers during their daily shopping, dining, and leisure activities.

Against this backdrop of visitor characteristics, in-facility media are utilized not only for brand awareness but also as touchpoints that enhance brand understanding and purchase intent. With this renewal, advertising agencies and advertisers can more easily search and compare digital signage, in-facility decorations, point-of-purchase media, etc., according to their objectives, and consider integrated promotions combined with event participation.

(2) Media Search Function for Cross-Facility Comparison by Media Type, Size, and Price Range

The media search and comparison function has been particularly enhanced in this renewal.

Advertising agencies and advertisers can narrow down media by conditions such as area, prefecture, facility name/store name, as well as media type and price range, and select multiple options. Media types include diverse options unique to commercial facilities, such as digital signage around elevators/escalators, at cash registers, and large LED screens, as well as poster/board advertising, traffic advertising, space takeovers, large-scale decorations, and point-of-purchase media.

Each media's detail page provides information on placement location, media type, size/specifications, display conditions, pricing, and production/construction notes. Some media allow for document downloads, making the design useful for advertising agencies when making proposals to their clients.

Previously, media placement information for commercial facilities required checking details for each facility and each medium. However, with this renewal, advertisers can more easily consider multiple facilities and multiple media in a cross-facility manner, based on their available advertising materials and desired promotional content.

▼Screen image of "Media Information"

(3) Integration from Inquiry to Contract Management through Linkage with Management Functions

The Mitsui Fudosan Group previously introduced the management functions of "Shop Counter Enterprise" in July 2025. The newly renewed recruitment site, linked with these management functions, serves as an operational platform for centrally managing inquiries regarding event spaces and in-facility media within the management screen. Furthermore, it enables the creation of contract data based on inquiry information, allowing for a smooth transition from inquiries generated on the recruitment site to subsequent negotiations and contract management.

This clarifies the procedures from inquiry to utilization consideration for exhibitors and advertisers. On the other hand, it also makes it easier for facility operators to grasp inquiry status and negotiation information across facilities, establishing a system that can further expand opportunities for utilizing event spaces and in-facility media.

Future Outlook

Counterworks will continue to support the utilization of event spaces and in-facility media at the Mitsui Fudosan Group's commercial facilities through "Shop Counter Enterprise."

Commercial facilities possess real touchpoints where many consumers visit, and where purchases and experiences occur. Counterworks aims to visualize the value of these commercial facilities digitally and deliver it in a format that is easier for exhibitors, advertising agencies, and advertisers to utilize, thereby promoting DX in leasing and media utilization within commercial facilities.

Comments from Adopting Companies

Mitsui Fudosan Co., Ltd.

General Manager, Operations Planning Group, Operations Department 1, Commercial Facilities & Entertainment Division

Tetsuyuki Ichihashi

We have renewed the information on event spaces and media within the Mitsui Fudosan Group's commercial facilities to make it easier to search, compare, and consider. Commercial facilities are places with real touchpoints with consumers, and they offer broad potential for companies' promotional activities through events and in-facility media. With this renewal, we expect that exhibitors, advertising agencies, and advertisers will find it easier to discover spaces and media that match their objectives. We will continue to collaborate with group companies to enhance the value of commercial facilities and create new utilization opportunities.

About Shop Counter Enterprise

This is a leasing DX system for commercial facilities. It provides a SaaS-based "Tenant Recruitment Site" where commercial facilities list their own spaces, and an "Sales Management System" for managing inquiries, sales, tenant information, and space occupancy. By continuously adding features and updating versions, it supports the efficiency and productivity improvement of tenant recruitment and management operations. Currently adopted by over 1,500 commercial facilities.

URL: https://shopcounter.jp/lp/enterprise

About Counterworks

Company Name: COUNTERWORKS Inc.

Location: TOC Building 8F, 7-22-17 Nishi-Gotanda, Shinagawa-ku, Tokyo

Representative: Naoki Sanpei, Representative Director, CEO

Business Activities: Planning, development, and operation of "Shop Counter" and "Shop Counter Enterprise"

Capital: 654 million yen (including capital reserve)

URL: https://counterworks.co.jp