Oshi Purchasing Platform "osina" Surpasses 500 Million Yen in Cumulative Rewards Paid to Consumers

NEL Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Riku Nishida), the operator of the "oshi" purchasing platform "osina," is pleased to announce that the cumulative rewards paid to consumers who posted through osina have surpassed 500 million yen.

With the spread of social media and short videos, there are increasing opportunities for consumers to introduce products based on their real-life experiences, and for these posts to become a trigger for discovering new products or making purchases.

osina is an "oshi" purchasing platform that connects consumers' genuine voices of "liking" and "having used it well" to create touchpoints with brands. Currently, over 200,000 consumers participate in osina, creating touchpoints where brands and products are recalled among consumers through product discovery, experiences, and social media sharing.

This cumulative reward amount signifies that consumers' authentic posts, based on their real experiences, have supported brand growth, and the economic value of these authentic posts has circulated back into the economy, reflecting the transaction volume generated by osina. Moving forward, NEL aims to expand the "oshi" purchasing economic zone through osina, where consumer empathy creates new encounters and purchasing opportunities for products, leading to brand growth and the circulation of economic value.

*Cumulative Reward Amount: The total amount of rewards returned to consumers based on the number of views of SNS videos where consumers "recommend" products through osina.

The act of "recommending" a product evolves from personal enjoyment to "the joy of sharing experiences."

In recent years, the act of "recommending" a product has expanded beyond simply purchasing and enjoying favorite products to the enjoyment of sharing those experiences and enthusiasm on social media with others who have similar interests and values.

Previously, consumption was centered on personal satisfaction and expressing support, such as collecting purchased items, attending events, or enjoying related merchandise. However, currently, sharing experiences in one's own words on social media, such as "why I like it," "how I felt using it," and "how I enjoy it," and gaining empathy is also a source of enjoyment.

Furthermore, consumer posts create opportunities for others to discover new products and brands and become interested in them. The act of "recommending" a product is not limited to personal enjoyment; by sharing experiences on social media, it expands to create new touchpoints with products and brands, influencing purchasing behavior.

"osina" sees over 200,000 consumers sharing their "recommended" products, with cumulative rewards paid to consumers exceeding 500 million yen.

osina provides a system where consumers experience "recommended" products, share their appeal on social media, create new touchpoints with brands, and have the value of their posts returned to them.

Consumer posts feature product names, usage scenarios, reasons for purchase, and actual user feedback, all expressed in their own words. By having products discussed as real-life experiences rather than one-sided corporate advertisements, new product discoveries and purchasing opportunities are created on social media.

The sense of accomplishment that one's experience reaches someone else, and the joy of sharing it, encourage further discoveries and posts. osina fosters a foundation where consumer enthusiasm leads to brand growth and the circulation of economic value, starting from product encounters born from consumer voices.

Message from the President

Riku Nishida, President and CEO, NEL Inc.

Consumer purchasing behavior is changing from simply receiving information from companies to discovering products through someone's real experiences and relatable posts, and then sharing those experiences with others.

osina views consumer posts not merely as a number of posts or exposure, but as a force that nurtures the relationship between brands and consumers. The fact that cumulative rewards paid to consumers have now surpassed 500 million yen indicates that individual "likes" and the desire to "recommend to others" are beginning to become new growth assets for brands.

Moving forward, osina aims for further expansion in diverse consumption areas such as food, beverages, and healthcare, in addition to beauty and daily necessities, as a product that connects consumer enthusiasm to brand growth and economic value circulation.

About the "Oshi" Purchasing Platform "osina"

osina is an "oshi" purchasing platform that connects brands and consumers through "recommendations."

Users discover products they are interested in from those listed on osina, purchase and experience them, and then post short videos on social media platforms like TikTok and Instagram Reels. Through these posts, product names, usage scenarios, reasons for purchase, and actual user feedback are shared in the consumers' own words.

For brands, it supports brand awareness expansion, the creation of recall touchpoints, and the development of purchasing funnels by continuously generating consumer-generated UGC and increasing touchpoints where products are recalled on social media.

Furthermore, osina implements PR notation and content reviews for posts, working to build a healthy posting environment for both consumers and brands.

Service Site: https://lp.osina.app/202403/index.html For inquiries and consultation on utilization strategies: Please contact us via the inquiry form.

About NEL Inc.

NEL Inc. is a startup with the vision of "Creating a World Where Enthusiasm Circulates," aiming to create new economic zones through technology, starting with individual enthusiasm.

In addition to developing and operating the "osina" "oshi" purchasing platform, we also provide marketing solutions services that handle everything from SNS marketing strategy planning to execution. Through integrated SNS marketing strategies incorporating osina, we support brands comprehensively from awareness and purchase to recommendation.

Company Name: NEL Inc. Establishment Date: December 14, 2017 President and CEO: Riku Nishida Headquarters: Shibuya Center Place 9F, 1-16-3 Dogenzaka, Shibuya-ku, Tokyo Business Activities: Operation of osina, comprehensive SNS specialized advertising agency business, casting business, software business Official Website: https://www.nel-all.com/