"Family Album Mitene" Announces New Initiative "Mitene Family Partner" to Support Families' Daily Lives

MIXI Co., Ltd. (Shibuya-ku, Tokyo; Representative Director, Senior Executive Officer, CEO: Hiroki Kimura) today announced the launch of "Mitene Family Partner," a new initiative designed to support families' daily lives and children's growth, in collaboration with companies and brands that share this vision. This initiative will be offered through "Family Album Mitene" (hereinafter referred to as "Mitene"), a photo and video sharing app for children.

Mitene Family Partner Official Website: https://mitene.us/family_partner

"Mitene Family Partner" is a co-creative partnership where Mitene collaborates with companies and brands that resonate with Mitene's core value of family connection and the warm moments of watching children grow. As official Mitene partners, these companies and brands will deliver their products, services, and messages in a way that supports families' lives and children's development.

Prior to its full-scale launch, this initiative will begin with a pilot program involving one initial partner company starting in July 2026. Specific details of the initiatives with the initial partner company will be announced separately.

Background for the Launch of "Mitene Family Partner"

"Mitene" is a photo and video sharing app that allows parents to easily share photos and videos of their children with invited family members, such as grandparents and relatives. Since its release in 2015, it has been loved by many families as an app used to celebrate the birth of a child.

By enabling easy sharing of daily photos and videos taken on smartphones not only between parents but also with grandparents and relatives living far away, it has become a platform for the entire family to enjoy a child's growth. The service has surpassed 30 million cumulative users worldwide (*1). In Japan, it is used by over 65% (*2) of parents, more than half of all mothers and fathers.

While parenting households experience daily joys and discoveries, they also face challenges and anxieties. Mitene has been there to support these family moments, delivering value that brings peace of mind and smiles while watching children grow.

Furthermore, as the information environment surrounding consumers changes, companies and brands are increasingly expected to build long-term trust relationships by staying close to consumers' lives.

Against this backdrop, Mitene has been developing "Mitene Family Partner" as an initiative to deliver new value to parenting households and their families, in collaboration with companies and brands that support families' daily lives. Starting with a pilot program with one initial partner company in July 2026, we will test the ideal form of partnerships that support families as we move towards full-scale deployment.

*1 As of May 2026, the total number of registered users on iOS and AndroidTM apps, and the browser version. *2 Calculated from children's birth dates entered at the time of "Mitene" registration and the "Vital Statistics" announced by the Ministry of Health, Labour and Welfare. 65% as of December 2024.

What is "Mitene Family Partner"?

"Mitene Family Partner" is a co-creative partnership where companies and brands that support families' daily lives collaborate with Mitene. Through this initiative, as official Mitene partners, companies and brands will deliver their products, services, and messages in a way that supports families' lives and children's growth.

This initiative aims to deliver partner companies' and brands' efforts not as temporary touchpoints, but as experiences that naturally integrate into families' daily lives. Specifically, this includes the use of partner badges indicating official Mitene partnership, communication through content created jointly with Mitene, and the utilization of official logos and brand assets.

"Mitene Family Partner" aims to create warm value together with partner companies and brands, acting as a supportive presence alongside families, jointly supporting children's growth and future.

About "Family Album Mitene" < https://mitene.us/ >

This is an app that allows parents to share photos and videos of their children exclusively with invited family members, such as grandparents and relatives. Photos and videos can be uploaded for free and without limits, making it easy to share daily life with children. Through comments on children's smiles and growth, it fosters loving communication among family members. It has been used by many families, and in May 2026, the cumulative number of users worldwide surpassed 30 million*. The service is also expanding globally, currently available in 7 languages and 175 countries and regions. In recent years, the service has expanded beyond the app to offer multiple services utilizing photos from "Mitene," such as free monthly prints of 11 photos, New Year's cards, and photo books, as well as services like "Mitene Mimamori GPS," responding to the needs of families centered around children, not just photos.

* Total number of registered users on iOS and Android apps, and the browser version.

App Overview

App Name: Family Album Mitene

Price: Free

Supported OS:

[iOS] iOS 17.0 or later [Android] Android 9.0 or later

How to Download:

- Search for "Mitene" on each store.

[iOS] https://apps.apple.com/jp/app/id935672069

[Android] https://play.google.com/store/apps/details?id=us.mitene

Official Websites:

[Japanese] https://mitene.us

[American English] https://family-album.com

[British English] https://family-album.com/en-gb

[French] https://family-album.com/fr

[German] https://family-album.com/de

[Spanish] https://family-album.com/es

[Korean] https://family-album.com/ko

[Traditional Chinese] https://family-album.com/zh-tw

MIXI Co., Ltd. < https://mixi.co.jp/ >

Under its purpose (reason for existence) of "Enriching communication and enveloping the world in happy surprises," MIXI provides communication services for friends and family to enjoy together, such as "mixi," "Monster Strike," "Family Album Mitene," and "TIPSTAR." Guided by our "User Surprise First" spirit, we will continue to create "heart-connecting" spaces and opportunities that foster deep, rich communication, not just mere connections, thereby contributing to the realization of an emotionally rich and understanding society.

* MIXI and the name "Family Album Mitene," and related trademarks and logos, are trademarks and registered trademarks of MIXI Co., Ltd.

Android and Google Play are trademarks of Google LLC.