Kayak to merge with Brain Group, a specialist in public domain content creation and language publishing, by acquiring all shares to make it a subsidiary

Kayak Inc. (Headquarters: Kamakura City, Kanagawa Prefecture, CEO: Daisuke Yanagisawa, TSE Growth: 3904) announced today that its Board of Directors, at a meeting held on June 30, 2026, resolved to acquire all shares of Brain Service Inc. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Toshihide Maeda) with the aim of business integration, thereby making it a subsidiary.

Brain Service Inc. is a holding company that oversees group companies including Brain Inc., a specialist in planning, production, and event operation in the inbound and tourism sector, and Sanshusha Co., Ltd., a language publisher founded in 1938. The group comprises over 200 employees across seven companies in Japan and abroad, with a 30-year track record of handling high-profile public projects for organizations such as JNTO (Japan National Tourism Organization), the Japan Tourism Agency, and the Cabinet Secretariat.

Moving forward, by combining the AI and digital development capabilities and creativity of the "Omoshiro Hojin" Group with Brain's experience in planning and operations in the public domain, and Sanshusha's language publishing and Japanese language education content assets, we aim to expand two businesses—inbound DX in the public and cultural domain, and AI utilization for language content—thereby fostering further growth for the "Omoshiro Hojin" Group.

Background of Business Integration (Subsidiary Acquisition)

1. Growth Strategy of the "Omoshiro Hojin" Group through M&A

As disclosed in our "Business Plan and Matters Regarding Growth Potential" on March 2024, our medium-term growth strategy emphasizes strengthening the group structure through M&A and "increasing our colleagues." Currently, approximately 40% of the sales of the "Omoshiro Hojin" Group, which comprises 20 consolidated companies, comes from group companies other than Kayak, making group structuring a significant growth factor.

2. To People Visiting Japan and People Learning Japanese, and Both

While the number of inbound visitors continues to reach record highs, the number of people living and working in Japan is also steadily increasing. Furthermore, there is a persistent and growing need for Japanese people to learn foreign languages and cultures. The needs in the language and culture domain, connecting Japan and the world, are diversifying and expanding, and we have identified this as an opportunity for the "Omoshiro Hojin" Group to engage. With the participation of the Brain Group, we will establish two businesses—inbound DX that "attracts people" and AI utilization for language content for both Japanese people and Japanese language learners—to fully drive new growth for the "Omoshiro Hojin" Group.

Future Goals and Initiatives

1. Brain Inc. ── Promoting Inbound and Tourism DX

Since its founding in 1997, Brain Inc. has been a comprehensive production company that has accumulated 30 years of experience in producing and operating large-scale, high-profile projects for organizations such as JNTO, the Japan Tourism Agency, and the Cabinet Secretariat. It has strengths in digitalization, including the production and operation of multilingual websites and the development of tourism information infrastructure. Its achievements include managing the Italian Pavilion at EXPO 2025 Osaka Kansai, receiving the BIE Gold Medal, and operating the official English website of the Japanese government (Japan.gov), among many other large-scale domestic and international projects.

By joining the "Omoshiro Hojin" Group, we will combine Brain's achievements in the inbound domain with the planning, technical, and regional business capabilities of the "Omoshiro Hojin" Group to expand inbound DX services for local governments, tourism-related organizations, and private businesses. Furthermore, in collaboration with Kayac Mega Inc., a group company based in Hokkaido, we are considering expanding regional inbound promotion measures, such as "Hokkaido x Southeast Asia," from Hokkaido to the entire country.

2. Sanshusha Co., Ltd. ── Language Content Assets × AI Utilization

Sanshusha Co., Ltd. is a language publisher with a history dating back to its founding in 1938. It has handled textbooks for 50 languages and provided language education content in collaboration with educational institutions, primarily universities, both in Japan and abroad. In recent years, it has been responsible for publishing "Marugoto," a comprehensive Japanese language teaching material developed by the Japan Foundation, as well as numerous other Japanese language education materials, including long-selling kanji and grammar textbooks and overview books for teachers, thereby supporting Japanese language education worldwide.

Moving forward, we aim for new business development that extends beyond publishing by combining Sanshusha's network and accumulated business assets with the AI and digital development capabilities of the "Omoshiro Hojin" Group. We will work on building new business models originating from Sanshusha's content assets, such as developing language learning services utilizing generative AI and providing API licenses to companies requiring language data.

Brain Service Inc. Company Overview

A holding company comprising three domestic and four overseas companies (Vietnam, Myanmar, Singapore, Malaysia), with over 200 employees in total. It oversees group companies including Brain Inc. and Sanshusha Co., Ltd.

Founded: July 1997

Representative: Representative Director Toshihide Maeda

Location: Jingumae, Shibuya-ku, Tokyo

<Brain Inc. Company Overview>

Founded in 1997. A comprehensive production company that has been involved in the production and operation of high-profile public projects for organizations such as JNTO, the Japan Tourism Agency, and the Cabinet Secretariat for 30 years. Its main business areas include web planning, production, and operation, social media management, event planning and operation, and inbound/tourism DX. Key achievements include managing the Italian Pavilion at EXPO 2025 Osaka Kansai, managing social media for the Japan National Tourism Organization (Facebook, Instagram, LinkedIn), and the opening event of the National Stadium.

URL: https://www.brain-net.co.jp/

<Sanshusha Co., Ltd. Company Overview>

A language publisher with a history dating back to its founding in 1938. It handles textbooks for 50 languages, focusing on dictionaries, language learning books, and university-level language textbooks. In recent years, it has been responsible for publishing "Marugoto," a comprehensive Japanese language teaching material developed by the Japan Foundation, as well as numerous other Japanese language education materials, including long-selling kanji and grammar textbooks and overview books for teachers, thereby supporting Japanese language education worldwide.

URL: https://www.sanshusha.co.jp/

Omoshiro Hojin Kayak Company Overview

With strengths in unconventional thinking and planning abilities, and the technical skills to bring ideas to fruition, Kayac Inc. provides new user experiences by combining the latest technology and ideas, including game apps, advertising and website production, community currencies, and measures to promote relocation and related populations. 90% of its employees are creators such as designers and programmers, and it operates with unique HR systems and management based on the management philosophy of "increasing creators." Its common name is "Omoshiro Hojin Kayak."

Established: January 21, 2005

Representatives: Representative Directors Daisuke Yanagisawa, Masanori Kaibata, Tomoki Kuba

Location: 11-8 Onari-cho, Kamakura City, Kanagawa Prefecture

Business Activities: Japanese Original Content Business

URL: https://www.kayac.com/