From the Revolution in SNS Marketing to Redefining the Gift Market: GiftX's Yuta Iitaka Speaks on "The Thinking of Creating Categories" [Category is Interview Released]
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 06:10
- 🤖 AI Analyzed: May 26, 2026 at 21:27 (1383h 16m after Published)
EXIDEA Inc. (Headquarters: Chuo-ku, Tokyo; Representative Director: Takuma Ogawa; hereinafter referred to as EXIDEA) has released an interview article with Yuta Iitaka, Representative Director of GiftX Inc., on its owned media 'Category is,' which specializes in category branding.
▼ You can view the full article here
https://wa-concept.net/category-is/interview_005
Background of the Interview Release
In recent years, commoditization of products and services has accelerated in the B2B market, and differentiation solely based on 'features' or 'price' is reaching its limits. Amidst this, attention is gathering on 'category design,' a method to establish competitive advantage by defining one's own market and presenting new value standards.
'Category is,' operated by our company, is a specialized media outlet that disseminates knowledge for establishing such products and services as 'category leaders' in the market.
In this interview article, we invited Yuta Iitaka, Representative Director of GiftX Inc., who, as CMO of Hotto Link Inc., built overwhelming top-of-mind awareness with 'When you think of Twitter marketing, you think of Hotto Link,' and is now challenging the creation of new experiential value in the gift market.
Article Highlights
■ "Only Go Where the Winning Strategy is Visible": The Philosophy of Breakthrough Identified Through Data
The reality uncovered by data: 60% of X followers are contest accounts. What is the winning strategy derived from a sharpened perspective, and the definition of 'high-quality followers' uniquely designed?
■ The Reproducibility of "Shifting Halfway" Tactics Proven by "Nominator"
The unique event "Nominator," a blend of 'drinking' and 'seminar,' an online event launched in 3 days during the COVID-19 pandemic that generated 7,000 pieces of UGC in one week, and 200 nationwide speaking engagements. The reproducible method of designing spontaneous word-of-mouth by adding 'a single sense of incongruity' to standard strategies is discussed.
The Challenge of ¥2.3 Trillion in 'Unliked Gifts' and the Reason for Tackling a ¥10 Trillion Market
Japan's gift market reaches approximately ¥10 trillion. On the other hand, about ¥2.3 trillion is spent on gifts that do not match the recipient's preferences. To address this structural issue, we delve into the background and philosophy behind designing 'GIFTFUL,' a social gifting service that allows recipients to re-select their gifts.
Recommended for the following individuals:
CEOs and marketers who want to break free from functional and price competition with rivals
FAQ
What is the main topic of the interview article featuring Yuta Iitaka?
The interview discusses Yuta Iitaka's insights on "The Thinking of Creating Categories," focusing on his experiences in SNS marketing and redefining the gift market.
What is the significance of 'category design' in today's B2B market, according to the article?
Category design is presented as a method to establish competitive advantage by defining one's own market and introducing new value standards, as product commoditization limits differentiation by features or price.
What was Yuta Iitaka's notable achievement as CMO of Hotto Link Inc.?
As CMO of Hotto Link Inc., Yuta Iitaka built overwhelming top-of-mind awareness, famously associated with the phrase "When you think of Twitter marketing, you think of Hotto Link."
What surprising reality about X (formerly Twitter) followers was uncovered by data, as mentioned in the article highlights?
The data revealed that 60% of X followers are contest accounts, prompting a discussion on winning strategies and the definition of 'high-quality followers'.
How did the unique event "Nominator" demonstrate the reproducibility of "Shifting Halfway" tactics?
The "Nominator" event, an online blend of drinking and seminars launched during the pandemic, generated 7,000 pieces of UGC in a week and 200 nationwide speaking engagements, proving a reproducible method for designing spontaneous word-of-mouth.