"High-Spec Gravure Idol" Miyu Kojima Appointed Official Ambassador for Vintage Watch Company Fire Kids

Fire Kids Co., Ltd. (Headquarters: Minato-ku, Tokyo), a leading company in vintage watches, is pleased to announce the appointment of Ms. Miyu Kojima, a model and talent, as its official ambassador.

<Message from Fire Kids>

Welcoming Miyu Kojima as our ambassador at this milestone 30th anniversary marks the dawn of a new era for Fire Kids. Until now, vintage watches might have been strongly associated with a select group of passionate enthusiasts. However, by having someone with Ms. Kojima's sophisticated sensibility and overwhelming communication power speak about the 'beauty' and 'fashionability' of one-of-a-kind timepieces, we aim to break down these preconceived notions. When she visited our stores, she showed strong interest in the diversity of designs, from vintage pieces of the 1900s to recent masterpieces.

Miyu Kojima's fresh sensibility will shed new light on the 'value passed down through generations' that we cherish. Through her, we hope that women and younger generations will choose vintage watches as the ultimate asset to express their individuality. We aim to create such a new lifestyle together.

<Message from Miyu Kojima>

I am truly thrilled to be appointed as the official ambassador for Fire Kids! To be honest, I used to have an image of the vintage watch world as being a bit difficult and masculine. But the moment I stepped into a Fire Kids store, that perception changed 180 degrees. What lined the showcases were not just watches, but beautiful, one-of-a-kind works of art, like jewels. Each watch, having transcended decades, sometimes nearly a century, now shines before my eyes. Just hearing their stories gives me a feeling of emotion, like watching a movie. In this day and age, it's fun to follow trends, but I think wearing a 'one-of-a-kind item' that no one else has is incredibly cool and boosts self-confidence. From my perspective, I want to share many ways to enjoy vintage watches, treating them like accessories or cherished partners.

■ Company/Brand Overview

【About Fire Kids (FIRE KIDS)】

Fire Kids is a leading vintage watch company founded in 1995 in Shiraku, Yokohama.

We primarily deal with one-of-a-kind watches produced from the 1900s to the early 2000s, offering encounters with value passed down through generations.

In a third-party survey conducted in 2025, we secured the No. 1 position in three categories: in-store inventory, annual sales, and number of units sold, establishing ourselves as Japan's largest vintage watch specialty store*.

Under the purpose of "increasing watch-loving friends," all our members, from sales staff (watchmates) to back-office personnel, are watch enthusiasts.

We aim to be like a watch theme park, valuing the experience of "seeing, touching, and enjoying." Our unique watchmates assist customers in finding their special watch.

【Survey Overview】

Survey organization: Future Trend Research Institute

Survey name: Market research on "Vintage Watches"

Survey period: August 13 - September 1, 2025

*According to Future Trend Research Institute, September 2025

【Store Information】

Stores: Yokohama Main Store / Nakano Broadway Store / Ginza Nine Store

Business hours: 11:30-19:30 Closed: Wednesdays

Official website: https://firekids.jp/?utm_source=pt&utm_medium=pr&utm_campaign=kojimamiyu

【Official SNS】

・Instagram: https://www.instagram.com/firekids1995/

・X (formerly Twitter): https://twitter.com/firekids1995

・YouTube: https://www.youtube.com/@firekids1995

・LINE: @firekids1995

【Web Magazine】

・Fire Kids Magazine: https://m.firekids.jp/

■ Ambassador Profile | Miyu Kojima

Date of birth: May 12, 1993

Hometown: Shizuoka Prefecture Height: 161cm Blood type: B

Affiliation: Y.D.S Inc. (personal office, established December 2025)

Career: Talent and gravure idol. Served as Krush Girls Captain (~2020) and K-1 Girls (2020-2021), now focusing on solo activities. She demonstrates her talent in various fields, including being an image girl for e-sports company "Team GRAPHT" and serializing crime prevention manga for the Kanagawa Prefectural Police. She is supported by a wide range of generations for her "straightforward personality" and as a "high-spec gravure idol."

■ Miyu Kojima Official SNS

Official X: https://x.com/pina_8_

Official Instagram: https://www.instagram.com/_8_miyu/

Official YouTube: https://www.youtube.com/@小島-8-みゆ

Official TikTok: https://www.tiktok.com/@pina_8_