SHIRO & Co. Fully Launches 'Non-Selling PR' Initiative to Support Small Local Creators
SHIRO & Co. has officially launched its 'Non-Selling PR' program, aimed at supporting small local businesses and individual creators by focusing on articulating their brand essence and fostering genuine connections with communities, rather than short-term sales. The first case study involved supporting 'Toranoko Patisserie' in Kannami Town.
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- 📰 Published: May 11, 2026 at 18:30
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SHIRO & Co. (Headquarters: Tokyo) has launched its 'Non-Selling PR' program, targeting local small businesses and individual creators. This program supports them in articulating their brand, creating press releases, planning content, and building connections with local events.
This program's primary objective is not short-term sales promotion or advertising exposure. Instead, it aims to carefully articulate the creators' backgrounds, passions, and the lifestyle context of their products, thereby fostering natural connections with local communities and consumers.
As the first example of support, we assisted 'Toranoko Patisserie', a baked goods shop operating in Kannami Town, with their communication efforts.
This support included helping them create and disseminate a press release that conveys the charm of their activities and products. Concurrently, we crafted language to help the brand gain natural recognition at community events and marchés, where interaction with consumers occurs.
HASHIGO vol,4_Toranoko Patisserie
Following this, Toranoko Patisserie exhibited at a local marché event, creating new connections through their baked goods amidst a scene of lawns, music, lights, food, crafts, and workshops.
HASHIGO vol,4_Night view
Through such initiatives, SHIRO & Co. aims for small local creators to be recognized not merely as 'sellers', but as an integral part of the local time and daily life.
What is 'Non-Selling PR'?
SHIRO & Co.'s 'Non-Selling PR' does not deny sales promotion.
Rather, it is a PR approach necessary before products are sold, aimed at organizing the creator's background, brand language, consumer touchpoints, and their place within the community.
Instead of mass advertising or temporary buzz, we create a state where brands are naturally discovered through the following support:
Articulating the passions behind brands and products
Support for creating press releases and introductory texts
Designing communication for local events and marchés
Organizing text and visual contexts for use on social media and websites
Building connections between creators and consumers
Small businesses and individual creators, while lacking large advertising budgets, often possess strong individuality and sincerity in their products and activities themselves.
SHIRO & Co. provides support to ensure that such value is naturally received within the community and daily life, rather than being consumed by excessive presentation.
HASHIGO vol,4_Storefront products
First support case: About Toranoko Patisserie
Toranoko Patisserie is a patisserie rooted in the community, offering baked goods.
SHIRO & Co. articulated the charm of their products and activities not merely as product introductions, but as something that resonates with local time and people's memories.
https://prtimes.jp/story/detail/rX6KY9f3wqB
Baked goods are easy to pick up in daily life, make good gifts, and fit well into local events. On the other hand, the charm of a small shop can be difficult to convey with advertising language alone.
This support focused on conveying the warmth of Toranoko Patisserie and its charm of naturally blending into the local scene.
HASHIGO vol,4_Baked goods
Representative's Comment
Kosuke Shirako, Representative Director of SHIRO & Co., states:
"I believe that marketing and PR are not originally just technologies for selling. They are also about ensuring that genuine creators are genuinely discovered. About creating small places within the community. About generating natural connections between people, places, and time. I believe such roles are also necessary for future PR.
Seeing small creators like Toranoko Patisserie, who make things with sincerity, naturally integrate into local marchés and daily life – that's when I feel this support has meaning. SHIRO & Co. will continue to provide PR support that highlights the sincerity of creators and their relationship with the community, rather than the size of their advertising budget."
Future Developments
SHIRO & Co. plans to continue expanding its 'Non-Selling PR' program to local small businesses, individual artists, craftspeople, food brands, local media, and regional events.
The target audience for this program is businesses that wish to carefully convey the background and meaning of their brand and activities, rather than focusing on short-term advertising effects.
In addition to press release creation support, we will also provide support for producing brand statements, introductory texts for event exhibitions, social media posts, website content, and materials for local media.
■ Company Overview
Company Name: SHIRO & Co., Ltd.
Location: Tokyo
Keywords:
This program's primary objective is not short-term sales promotion or advertising exposure. Instead, it aims to carefully articulate the creators' backgrounds, passions, and the lifestyle context of their products, thereby fostering natural connections with local communities and consumers.
As the first example of support, we assisted 'Toranoko Patisserie', a baked goods shop operating in Kannami Town, with their communication efforts.
This support included helping them create and disseminate a press release that conveys the charm of their activities and products. Concurrently, we crafted language to help the brand gain natural recognition at community events and marchés, where interaction with consumers occurs.
HASHIGO vol,4_Toranoko Patisserie
Following this, Toranoko Patisserie exhibited at a local marché event, creating new connections through their baked goods amidst a scene of lawns, music, lights, food, crafts, and workshops.
HASHIGO vol,4_Night view
Through such initiatives, SHIRO & Co. aims for small local creators to be recognized not merely as 'sellers', but as an integral part of the local time and daily life.
What is 'Non-Selling PR'?
SHIRO & Co.'s 'Non-Selling PR' does not deny sales promotion.
Rather, it is a PR approach necessary before products are sold, aimed at organizing the creator's background, brand language, consumer touchpoints, and their place within the community.
Instead of mass advertising or temporary buzz, we create a state where brands are naturally discovered through the following support:
Articulating the passions behind brands and products
Support for creating press releases and introductory texts
Designing communication for local events and marchés
Organizing text and visual contexts for use on social media and websites
Building connections between creators and consumers
Small businesses and individual creators, while lacking large advertising budgets, often possess strong individuality and sincerity in their products and activities themselves.
SHIRO & Co. provides support to ensure that such value is naturally received within the community and daily life, rather than being consumed by excessive presentation.
HASHIGO vol,4_Storefront products
First support case: About Toranoko Patisserie
Toranoko Patisserie is a patisserie rooted in the community, offering baked goods.
SHIRO & Co. articulated the charm of their products and activities not merely as product introductions, but as something that resonates with local time and people's memories.
https://prtimes.jp/story/detail/rX6KY9f3wqB
Baked goods are easy to pick up in daily life, make good gifts, and fit well into local events. On the other hand, the charm of a small shop can be difficult to convey with advertising language alone.
This support focused on conveying the warmth of Toranoko Patisserie and its charm of naturally blending into the local scene.
HASHIGO vol,4_Baked goods
Representative's Comment
Kosuke Shirako, Representative Director of SHIRO & Co., states:
"I believe that marketing and PR are not originally just technologies for selling. They are also about ensuring that genuine creators are genuinely discovered. About creating small places within the community. About generating natural connections between people, places, and time. I believe such roles are also necessary for future PR.
Seeing small creators like Toranoko Patisserie, who make things with sincerity, naturally integrate into local marchés and daily life – that's when I feel this support has meaning. SHIRO & Co. will continue to provide PR support that highlights the sincerity of creators and their relationship with the community, rather than the size of their advertising budget."
Future Developments
SHIRO & Co. plans to continue expanding its 'Non-Selling PR' program to local small businesses, individual artists, craftspeople, food brands, local media, and regional events.
The target audience for this program is businesses that wish to carefully convey the background and meaning of their brand and activities, rather than focusing on short-term advertising effects.
In addition to press release creation support, we will also provide support for producing brand statements, introductory texts for event exhibitions, social media posts, website content, and materials for local media.
■ Company Overview
Company Name: SHIRO & Co., Ltd.
Location: Tokyo
Keywords: