Spring 2026: The Japan Retention Marketing Association Evolves and Advances into the New Japan Customer Engagement Association

The former Japan Retention Marketing Association (Representative Director: Takashi Okutani; hereinafter "JRMA") has been reborn as the **Japan Customer Engagement Association** (Representative Director: same; hereinafter "**JCEA**"), following an approval resolution at the extraordinary general meeting of members held on January 30, 2026.

Since its establishment in 2014, JRMA has spent over 10 years practicing knowledge accumulation, providing learning opportunities, and conducting information dissemination and advocacy for the industry. These activities have included study groups on retention marketing at regular meetings centered on member companies, sharing the latest information, corporate networking, joint workshop research with the Japan Society of Consumer Behavior, and PoC (Proof of Concept) practices through member company collaborations.

Throughout this period, while taking pride in having played a certain role in the development of the retention marketing market, we have decided to steer toward further evolution and development in response to the changing times.

Moving forward, we will evolve our activities to pursue how to create, build, and sustain "Customer Engagement"—the root of the relationship with customers that originates the state of customer retention—namely, the creation of mutual emotional value such as permanent promises and bonds between companies and customers, and how to put this into practice.

The main points of evolution and progress in addition to conventional activities are as follows:

• Expansion of educational programs and creation of practical knowledge

• Strengthening functions as a "Lab" for practice and co-creation

To commemorate its launch, JCEA will hold an activity briefing and a kick-off open seminar on Wednesday, April 22.

(Please refer to the event details below)

We hope you will look forward to the future activities of the Japan Customer Engagement Association and ask for your continued and even greater support and guidance.

*A JCEA Prospectus is available separately. If you require one, please contact the Association Secretariat at the contact information below.

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[Notice of Japan Customer Engagement Association (JCEA) Launch Commemorative Kick-off Open Seminar & Activity Briefing]

■ Date & Time: Wednesday, April 22, 2026, 14:00–17:00

■ Venue: Konica Minolta Meeting Room / Co-creation Room

Shiba Park Building A, 3F, 2-4-1 Shibakoen, Minato-ku, Tokyo 105-0011

■ Participation: Free of charge, Pre-registration required

Please apply via the Association's website

(14:00–15:00)

■ Title: "From Retention to Engagement: Next-Generation Customer Experience Built with 'Authenticity' in the AI Era"

■ Presentation Summary: The connection between companies and customers is undergoing a paradigm shift from "lock-in" to "co-creation." Aiming one step beyond the conventional corporate-perspective strategy of "maintaining existing customers and promoting repeat purchases," we will decipher the background of the shift to "Customer Engagement"—building two-way bonds with customers and creating value together—through domestic and international case studies, and discuss the future and role of JCEA.

COCO (Chief Omni-Channel Officer) of Oisix ra daichi Inc., Co-CEO and Director of Kudoku Jikan Inc. Joined Ryohin Keikaku (MUJI) in 1997. After store experience, stationed in Germany at a partner trading company. Engaged in product development for furniture and household goods. After returning to Japan, became a founding member of the Planning and Design Office, which featured Ryohin Keikaku's first in-house designers, handling the "World MUJI Project" in collaboration with overseas product designers. In 2005, became Category Manager for apparel and sundries. Developed the "Right Angle Socks," which became a hit product. In 2010, became General Manager of the Web Business Division and produced "MUJI passport." Joined Oisix (at the time) in October 2015. Established Kudoku Jikan in September 2018, becoming Co-CEO and Director, supporting DX reform and D2C business for many companies. Completed the doctoral program (credits earned) at Hitotsubashi University Graduate School of Business Administration in March 2021. Main publications include "World's Most Advanced Marketing: Channel Shift Strategy for Companies Connecting with Customers" (Co-author, Nikkei BP).

~JCEA Activity Description~ (15:05–15:30) Director: Kensuke Noguchi

(15:45–17:00)

■ Title: "What is the Marketing OS Update Required in the Generative AI Era?"

■ Presentation Summary: The past three industrial revolutions brought about revolutions in "labor productivity," and each time, the state of society transformed rapidly and significantly. The emergence of Generative AI corresponds to the "Fourth Industrial Revolution," a revolution in "intellectual productivity" that has the potential to fundamentally overturn the very nature of work in an unprecedented way. In such a world, individuals and organizations need to re-examine the fundamentals of marketing, necessitating a "Marketing OS Update." In this lecture, I would like to talk about how individuals and organizations should newly update their OS based on my experience.

Experienced nearly 10 years on the sales floor at consumer electronics retailer Sofmap, and engaged in the launch of the EC site "Sofmap.com" in 2000. Involved in marketing for over 25 years as a practitioner and CMO (Chief Marketing Officer) at various companies such as GDO (Golf Digest Online) and IDOM (formerly Gulliver International). Joined Repro as a Director in April 2020. Possesses extensive experience in physical store customer service, digital marketing, and business management. Active as a lecturer and manga scriptwriter for the Web Tan Forum. Published "The Pitfalls of Digital Marketing" (Forest Publishing) in April this year.

【Contact for this matter】

Japan Customer Engagement Association Secretariat

support@j-rma.jp