Transforming Shonan's Beaches into "Private Beaches" for Companies and Brands

※This is an April Dream press release.

IRIE OFFICE LLC (Irie Office) dreams of transforming Shonan's beaches into "private beaches" for companies and brands. Through this initiative, we aim to transform beaches from mere leisure spots into new fields where companies and people create value, connecting that value to the next generation.

IRIE OFFICE LLC operates from the Shonan area with the aspiration to "change the world with the power of Shonan." Currently, our company is engaged in marketing Shonan's beaches and planning/operating experiential promotions in collaboration with companies.

Katase Higashihama Beach

We believe that Shonan's beaches should evolve from simple leisure spots into places where companies and people meet and create value. Shonan's beaches attract many visitors throughout the summer season, and new experiences and communication naturally arise in this open environment. Leveraging these characteristics, we aim to create a space that offers higher value, serving as a place for companies to enhance brand value and for visitors to discover new products and services.

As part of this, we are promoting initiatives that allow companies to express their brand across the entire field, such as beach naming rights and promotions utilizing the entire space.

Furthermore, Katase Higashihama Beach in Shonan attracts approximately 650,000 visitors during the summer season, with about 80% utilizing the beach houses. The majority of visitors are active young adults in their 20s to 40s and young families. A significant and unique feature is the ability to deploy promotions linked across the entire beach and all beach house establishments for these visitors. Similar deployments are also possible at Katase Nishihama Kugenuma Beach (approximately 1.12 million visitors).

The beach environment, susceptible to strong sunlight, sea breeze, and tides, is ideal for promoting hair care and skin care products (shampoo, conditioner, body soap, hair treatment, body cream, UV care, etc.), and also has high affinity with cooling items and refreshing products.

Moreover, the beach environment maximizes the value of cold beverages and food, making it suitable for promoting carbonated drinks, ice cream, and chilled menu items.

Additionally, after sweating under strong sunlight or coming out of the sea, there is a high demand for warm, richly flavored meals such as ramen, curry, and pasta. Therefore, for retort and instant foods, visitors can directly experience the product's appeal and satisfaction by sampling them on-site.

To date, our company has conducted beach promotions in collaboration with numerous brands, including NIVEA, Essential, Del Monte, Buldak, Shin Ramyun, and Lenovo.

Through the field of Shonan's beaches, we create real touchpoints between companies and consumers, leading to valuable experiences and results.

## Private Beach Concept

The future we envision is to realize the "private beach" transformation for companies and brands.

For example, during the summer season, Katase Higashihama Beach could be developed with naming rights bearing a client's product name, unifying the entire space, including entrance gates, OOH (Out-of-Home) advertising, and stages, with the brand.

We design the beach field itself as a brand experience venue, including stage events with the ocean as a backdrop, initiatives to foster communication with visitors, and the deployment of uniquely designed parasols across the beach. Furthermore, by connecting on-site experiences to SNS posts, PR, and advertising campaigns, the experience can be spread to a wider audience.

Diverse deployments are also possible utilizing the entire field, such as the development of client-original beach houses or events linked with Japan's largest "Water Athletic Park" (40x30m) installed at Higashihama. Naming rights can also be designed for the beach, the Water Athletic Park, and various events, creating an environment where visitors can connect with the brand wherever they are.

In addition, measures to further enhance the experiential value, such as improving communication infrastructure (Wi-Fi) which visitors strongly desire, and implementing large-scale events like drone shows and fireworks displays, are also possible. These contribute not only to improving visitor satisfaction but also to revitalizing the local economy.

Katase Higashihama Beach attracts approximately 650,000 visitors during the season, maintaining a lively atmosphere like a large summer festival for about two months. Within this environment, brands are encountered, experienced, and remembered. This setting holds the potential for unparalleled value creation.

As a promotion partner that has built a trusting relationship with the beach association, our company is well-versed in operational rules and flow design, and we have a system in place to provide end-to-end support from planning to execution.

Moreover, we have received expectations from the beach association to "enhance the value of the beach." The value here refers to its worth as a marketing channel for companies, which simultaneously leads to improved visitor satisfaction. By balancing corporate marketing and enhancing visitor experience, we aim to achieve the sustainable development of the beach as a venue.

On the other hand, in recent years, there has been a noticeable trend of young people "moving away from the sea."
This has led to a decline in interest in the marine environment.

Furthermore, beaches and beach houses, long cherished as part of Japanese culture, are now required to offer new value with the changing times. That is why we believe that by linking them with corporate marketing, we can create new value and sustainability for beaches as venues and pass this culture on to the next generation.

The sea of Shonan has the power to move people.
By maximizing that power and connecting corporate marketing with people's experiential value, we will create new businesses and culture.
That is the future envisioned by IRIE OFFICE.