ORIGINAL Inc., operator of Time Out Japan, begins collaboration with global media analysis firm CARMA Asia Japan

ORIGINAL Inc. (Location: Shibuya-ku, Tokyo; Representative Director: Hiroyuki Fushitani), the operator of Time Out Tokyo, has begun a collaboration with CARMA Asia (hereinafter, CARMA), a global leader in media monitoring and PR effect measurement.

ORIGINAL Inc. operates the Japanese business of "Time Out," a global city guide media with over 350 cities worldwide and a monthly reach of 225 million. The company is involved in editorial content, promotions, and consulting services in the fields of culture, tourism, and lifestyle, both domestically and internationally. Through the collaboration with CARMA, they will incorporate strategic insights based on media data into their own projects and client services, aiming to improve the measurement of content effectiveness and the accuracy of promotion strategies.

As the first initiative of this collaboration, they will participate in a project for an international survey on food by Osaka Prefecture in fiscal year 2026. ORIGINAL Inc. will conduct qualitative interviews with overseas experts through its international network, and CARMA will analyze overseas media. This combination will visualize how Osaka's food is received and evaluated in overseas markets. The results of this survey are expected to be proposed as the ideal future vision for Osaka's food, looking towards 2030, and will be utilized to promote measures such as disseminating the appeal of Osaka's cuisine.

Furthermore, they will continue to expand their collaboration in areas such as overseas media analysis of regional brands and products, and analysis of overseas reception of cultural content.

About CARMA

CARMA is a global leader in PR effect measurement and research. The company provides services such as earned media analysis, social listening, and various surveys in over 100 languages.

Their insights and consulting services support over 3,500 brands, government agencies, and international organizations worldwide, including Tourism Ireland (the Irish government's tourism board). CARMA is a member of AMEC (International Association for Measurement and Evaluation of Communication) and contributed to the development of the "Barcelona Principles," international PR measurement standards.

About ORIGINAL Inc.

Through the operation of Time Out Japan, ORIGINAL Inc. engages in content creation, editing, and multilingual promotion in the fields of culture, tourism, and lifestyle for both domestic and international audiences. They support the content strategies of a wide range of clients, from public institutions like the Japan Tourism Agency and the Agency for Cultural Affairs to private companies.

Comments from Representatives

Andrew Nicholls, CARMA Asia Managing Director

Global perception is no longer solely shaped by mass media. Today, it is significantly influenced by social media, search behavior, and even AI-driven recommendation environments. At CARMA, we believe it is necessary to deeply understand not only "what is being said" about companies and regions, but also "how they are positioned internationally and how they are discovered." By combining CARMA's global media intelligence and AI analysis with ORIGINAL's cultural and editorial insights, I am confident that Japanese brands and regions will be able to communicate with the international market with unprecedented resolution and accuracy.

Kenichiro Watari, CARMA Asia Japan Senior Client Service Manager

Japanese companies and regions have historically focused on "what they want to convey," while finding it difficult to fully adopt the perspective of "how they are interpreted overseas." Japan possesses numerous wonderful cultural and regional resources, but their value may not always be appropriately translated and understood in the international market. Through this collaboration, we aim to support regions like Osaka in gaining a deeper understanding of their international positioning and communicating their strengths in a way that naturally resonates with people overseas.

Hiroyuki Fushitani, Representative Director, ORIGINAL Inc.

When promoting brands and regions in the international market, what we Japanese have found most challenging is "re-evaluating ourselves from the perspective of the intended audience." How our provided value is evaluated in the market and what kind of position it can take – this verification should be the starting point for strategies common to both inbound and outbound efforts. CARMA's overwhelming media intelligence, delivered across over 100 languages through a hybrid of AI agents and expert analysts, and ORIGINAL's "Context Design" capability to extract, edit, and connect cultural context of value to the market. By combining these two, I am confident that we can construct brand communication in the international market with unprecedented resolution.

About Time Out

Time Out is a city guide that originated in London in 1968. Its editorial approach, guided by local experts, has gained support, and it now operates in 333 cities across 59 countries and 14 languages. It holds a unique position as a locally rooted guide yet a global brand.

About Time Out Tokyo

Time Out Tokyo began its operations in 2009. Through its bilingual Japanese and English content, it covers and disseminates the attractions of Tokyo and various regions across Japan from a unique perspective to audiences both domestically and internationally. Its unique editorial approach, which fuses local and global perspectives, has garnered strong support from readers worldwide.

https://www.timeout.com/tokyo

Time Out Tokyo <Web> Japanese Version http://www.timeout.jp English Version https://www.timeout.com/tokyo

<Official SNS Accounts> Japanese Version Instagram: https://www.instagram.com/timeouttokyo_jp LINE: https://line.me/R/ti/p/@422sdhzy Twitter: https://x.com/TimeOutTokyoJP Facebook: https://www.facebook.com/timeoutjp

English Version Instagram: https://www.instagram.com/timeouttokyo_ Twitter: https://x.com/TimeOutTokyo Facebook: https://www.facebook.com/timeouttokyo

[Contact for Inquiries Regarding This Document from Media Representatives] Time Out Tokyo (Operating Company: ORIGINAL Inc.) Contact: Kurita, Ando TEL 03-5792-5722 e-mail: info@originalinc.jp