MIXI Signs Agreement with Rakuten Group, Inc. for "Mitene Family Partner"

MIXI Co., Ltd. (Shibuya-ku, Tokyo; President and CEO: Hiroki Kimura) announced that its photo and video sharing app for children, "Kazoku Album Mitene" (hereinafter referred to as "Mitene"), will collaborate with Rakuten Travel, a travel reservation service operated by Rakuten Group, Inc., and begin its activities as a "Mitene Family Partner" from July 2026.

Mitene Family Partner Official Website: mitene.us/family_partner

"Mitene Family Partner" is an initiative that, together with companies and brands that support families' daily lives, aims to deliver safe, enjoyable, and warm experiences to households raising children and their families.

"Mitene" is a family album service that allows families to share children's photos and videos, enabling them to watch over their growth anytime, anywhere, and for as long as they wish. From everyday moments to special memories like birthdays, entrance ceremonies, and trips, it serves as a place for the whole family to enjoy. The service has surpassed 30 million users worldwide (*1) and is used by over 7 million people monthly in Japan.

"Rakuten Travel" is one of Japan's largest travel reservation services, offering domestic accommodation, domestic tours, rental cars, highway buses, and international travel, with over 40,000 registered accommodation facilities.

Through this partnership, both companies aim to support memory-making for families, including family trips and multi-generational travel, and enhance the experiential value of families alongside their children's growth.

(*1) As of May 2026, this is the total number of registered users for the iOS and AndroidTM apps, plus the browser version.

Partnership Details

Through this partnership, information and campaigns will be disseminated to families using "Mitene," timed to coincide with occasions like children's birthdays when families might consider family travel.

As the first initiative, a campaign will be held within the Mitene app targeting families with children celebrating their birthdays between the ages of 1 and 6 (*2). Through a lottery, 50,000 yen worth of free accommodation vouchers will be awarded. Families eligible for this project will also receive a limited number of coupons that can be used for domestic accommodation reservations on "Rakuten Travel." This initiative aims to provide an opportunity to plan family trips around children's birthdays, a milestone in their growth, and to encourage the creation of memories for parents and children, and across three generations.

Furthermore, when traveling with preschoolers, there are many points to confirm before booking, such as accommodation facilities, how to spend time, travel burden, family budget, child-friendly services, and amenities. Based on Rakuten Travel's expertise in travel and accommodation, along with its review data, and Mitene's insights gained through interactions with families raising children and user surveys, both companies will consider information provision and related projects to help users considering family travel choose accommodation and destinations with peace of mind. This will reduce anxiety and effort in travel planning and accommodation selection, aiming to create travel experiences that align with family growth.

(*2) This applies to children turning 1 year old between August and October 2026, or children turning 1 to 6 years old from November 2026 onwards.

Kenji Kasahara, Director, Founder, Senior Executive Officer / Head of "Mitene" Business, Comment

"Mitene" has evolved into a presence that supports children's growth and family bonds by connecting families' daily lives and emotions. Precious time spent with family, such as children's birthdays, seasonal events, and family trips, remains as important memories alongside children's growth.

We are extremely pleased that Rakuten Travel, one of Japan's largest travel reservation services, will be participating as a "Mitene Family Partner." Together with everyone at Rakuten Travel, we look forward to expanding initiatives that gently support families' daily lives, encourage memory-making for parents and children and across three generations, and increase smiles within families.

What is "Mitene Family Partner"?

"Mitene Family Partner" is a co-creation partnership where companies and brands that support families' daily lives collaborate with "Mitene." In this initiative, as official partners of "Mitene," partner companies and brands will deliver their products, services, and messages in a way that aligns with family life 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 with "Mitene," and the utilization of official logos and brand assets.

"Mitene Family Partner" aims to create warm value alongside partner companies and brands, as a presence that supports children's growth and future by the side of families.

About Rakuten Travel

Company Name: Rakuten Group, Inc.

Service Name: Rakuten Travel

Location: Rakuten Crimson House, 1-14-1 Tamagawa, Setagaya-ku, Tokyo

Travel Agency Registration Number: Director-General of the Japan Tourism Agency Registered Travel Agency No. 1964

Main Services: Domestic accommodation, domestic tours, rental cars, highway buses, international hotels, international tours, international flights, tourist information, etc.

About "Kazoku 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 limit, making it easy to share daily life with children. By commenting on children's smiles and growth, affectionate communication is fostered among family members. The service has been used by many families, and in May 2026, the total number of users worldwide surpassed 30 million (*). Global expansion is also underway, with services currently available in 7 languages in 175 countries and regions. In recent years, the business has expanded beyond just the app to include services utilizing photos from "Mitene," such as free monthly photo prints (11 sheets), New Year's cards, and photobooks, as well as offering services like "Mitene Mimamori GPS," responding to family needs centered around children, not just photos.

* Total number of registered users for iOS and AndroidTM apps, plus browser version.

App Overview

App Name: Kazoku 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/ >

MIXI provides communication services for friends and family to enjoy together, such as "mixi," "Monster Strike," "Kazoku Album Mitene," and "TIPSTAR," under its purpose (reason for existence): "To enrich communication and envelop the world in happy surprises." With our "User Surprise First" spirit, which we value, we contribute to the realization of a society where hearts connect, by continuing to create "heart-connecting" places and opportunities that foster deep, rich communication, not just mere connections, in line with our mission.

* MIXI and "Kazoku Album Mitene" names, and related trademarks and logos are trademarks or registered trademarks of MIXI Co., Ltd.

Android and Google Play are trademarks of Google LLC.