Companies are often confused by well-being management measures, and the "CWO-BANK" initiative, which pairs celebrities as CWOs, is now accepting applications!
A new joint venture called "CWO-BANK" has been launched by Pladua Inc. and RIGHT STUFF Inc. to address the confusion many companies face regarding well-being management. This service pairs celebrities as Chief Wellbeing Officers (CWOs) with companies, leveraging their fame to enhance employee happiness and engagement, moving beyond traditional health management to a more comprehensive well-being approach.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 19:00
- 🔍 Collected: April 15, 2026 at 10:31
- 🤖 AI Analyzed: April 16, 2026 at 02:12 (15h 40m after Collected)
Pladua Inc. (Minato-ku, Tokyo, Representative Director: Kazumi Iwata), which supports new businesses, will launch "CWO-BANK," a joint venture with RIGHT STUFF Inc. (Shinagawa-ku, Tokyo, Representative Director: Toki Kawashima), which operates a human resources introduction business.
With the start of well-being ISO certification in January 2026, the shift from health management to well-being management for listed companies will accelerate.
Well-being management, following the example of Western companies, is a management measure aimed primarily at improving employee happiness to achieve ① increased productivity and ② reduced turnover. Like environmental management, CSR management, ESG management, and health management, its adoption by Japanese companies is becoming full-fledged and will eventually spread to small and medium-sized enterprises.
However, many companies are confused by its content (measures). We, who have been researching and studying the measures of leading Western companies, consult on measures similar to those in the West, and have also explored unique Japanese measures. As a new measure, we have planned and developed a strategy that incorporates Edutainment elements that resonate with employees, and we will propose it to small, medium, and listed companies.
We are building value for the "fame" of celebrities not as "advertising and promotional effects," but as "well-being effects (the generation of extraordinary happiness born from celebrities becoming executives and communicating directly with employees)," and pairing them with companies as "CWO (Chief Wellbeing Officer) positions." Applications for this new platform (dispatching/introducing celebrities as CWOs) will start on April 15, 2026, at 10:00 AM. https://www.cwo-bank.tokyo/
■Background
Western companies have been promoting "well-being management" since around 2008, primarily targeting millennial and Gen Z employees with the main objectives of ① improving productivity and ② reducing turnover. They are promoting measures in line with the values of these generations = "well-being perspective (a preference for job satisfaction over high compensation and favorable conditions)" (mainly satisfaction and fulfillment during working hours).
Japanese companies, where health management has permeated even small and medium-sized enterprises, are also paying attention to well-being management due to issues such as declining productivity after the COVID-19 pandemic, competition for young employees, and the outflow of talented personnel. 2021 is considered the first year of well-being, starting with listed companies.
DX (Digital Transformation) including AI, and SX (Sustainability Transformation) are spreading to small and medium-sized enterprises, and now the reform of the working personnel themselves is essential, and the introduction of WX (Wellbeing Transformation) is expected. In recent years in Japan, various issues such as taxation, welfare, poverty, and immigration have rapidly spread on social media, and the number of citizens who feel "anxiety about the future" rather than "expectation for the future" is rapidly increasing.
Under this historical background, social situation, and corporate trend, what should be done to increase the "happiness" of corporate employees, which is the source of power? To provide multiple options for this question, we will consult on Western-style programs and present this "CWO-BANK" to many companies as a unique method incorporating Edutainment, derived from our research on the continuity and autonomy of health management.
Among various well-being management measures (office environment, compensation, welfare, seminars, training, various programs, etc.), "CWO-BANK" is a measure from the human resources aspect and can be utilized as part of the "shift from health management to well-being management."
■What is CWO-BANK?
The "fame" of celebrities is, of course, utilized for "information reach and customer attraction" for consumer advertising and promotion, but it also has the function of indirectly appealing to information recipients for "trust and security" and leading to purchases. We focused on the latter function and believe that it is best suited for well-being management, which companies will strengthen in the future. We will pair celebrities as Executive officers = CWO (Chief Wellbeing Officer) with companies (strategic and best selection, not just a better match).
(This includes pairing not only CWO positions but also CXO, advisors, outside directors, etc.)
This is the utilization of celebrities' "well-being ability to bring happiness to people," creating opportunities for direct contact with celebrities as CWOs, who are extraordinary special talents, and connecting the generation of happiness for those who meet them (employees) to well-being management.
(Celebrities = athletes, talents, comedians, models, announcers, cultural figures, experts, politicians, etc.)
■Features of CWO BANK
Instead of "any celebrity will do," we select only those with CWO qualifications to contribute to improving the well-being of employees and executives.
We coordinate with companies regarding direct contact opportunities between celebrity CWOs and employees, and promote the path to achieving objectives while discussing with the person in charge. By welcoming celebrities, who are extraordinary special presences, as in-house Executive officers (CWOs, etc.), we approach employees' excitement, exhilaration, joy, emotion, honor, respect, morale, etc., stimulating a sense of superiority, satisfaction, and belonging to the company, leading to ultimate happiness.
① Selection of CWO personnel (including CXO, advisors, outside directors)
We conduct our own screening to determine if they are suitable for promoting well-being improvement measures for corporate employees and executives. In addition to anti-social checks, we investigate daily conduct, ethics & morals, reputation, etc., and after analyzing compatibility with the target company, brand enhancement, problem-solving capabilities, etc., we select and recommend candidates for pairing (we add our recommended candidates to the company's requested candidates for review).
② Follow-up on CWO functions
This CWO-BANK service is not a "dispatch of intelligence (skills)" to support problem-solving in specialized fields of the industry to which the company belongs, but rather a "dispatch of individuality (well-being ability)" corresponding to well-being management, which is an inner communication measure. Therefore, business skills and specialized skills cannot be expected from CWOs, as they are expected to demonstrate their well-being abilities as celebrities.
However, business consultants are permanently stationed at the operating office, and experts in various industries are also networked, so it is possible to respond to business skills and specialized skills. We constantly follow up on the CWO duties of celebrities and can also provide support by taking the lead when necessary.
(In the case of outside directors, we provide guidance on functional requirements in accordance with the Companies Act.)
③ OPTION menu
1. Consulting = Many HR personnel and executives say they don't know what to do (measures) even if they want to delve deeper into well-being management, or they want to know successful cases of other companies before starting.
We have research and study that has obtained internal information of Western companies leading well-being management, evidence from various papers, and know-how from the practical implementation of health management programs that precede it. Therefore, we also accept consulting for well-being management itself.
2. Business support team = If the aforementioned business skills and specialized skills are required, we can form a team of specialized consultants (including teams) tailored to the industry, and while following up with the CWO, we can address the company's specialized issues.
As an extension of this, it is also possible to make it a contracted project, and "dispatch of intelligence (skills)" can be combined.
3. Visualization of effects = The well-being effects of CWOs can be visualized through AI analysis.
When CWOs attend general meetings for employees or board meetings for executives, the facial expressions of all attendees are captured by camera (camera preparation is required in advance) to analyze the before-and-after happiness levels.
4. Recruiting = This service is a well-being management measure from the human resources aspect, so in addition to improving the happiness of existing employees, it also serves as a measure to increase the number of job candidates, and can support human resources employment (both new graduates and mid-career hires). Using CWOs as a hook, we propose strategies to attract talented personnel, starting with strategies that differ from simple advertising attraction.
5. Utilization of portrait rights = This service is an inner communication measure for employees, but if you wish to expand it to consumer advertising and promotion utilizing the portrait rights of celebrity CWOs, we will proceed after separate discussions.
■Benefits of utilizing CWO BANK
- The operating office is staffed by veteran consultants in the human resources industry, and the contract is with a company holding a human resources introduction business license.
- The operating office is staffed by business consultants capable of handling various industries, and expanded activation can also be planned.
- The operating office is staffed by consultants knowledgeable in Western-style well-being measures, and consulting is available.
- This service is not a simple human resources matching (human resources dispatch/introduction), but a well-being management measure that utilizes the well-being ability of celebrities as a measure to improve employee happiness. Therefore, it is a matter for the Human Resources and General Affairs Department and Corporate Planning Department, rather than the Public Relations Department or Advertising Department.
- It also responds to the 2021 Companies Act revision "establishment of outside directors" and the government's target "ratio of female executives in listed companies (30% target by 2030)," and we accept the pairing of executive personnel based on evaluation criteria different from traditional metrics such as academic background, qualifications, skills, and titles.
- This service has investigated, researched, and accumulated over 4,500 similar domestic cases in the past and has created a database. Based on AI analysis of this database, we pursue the laws of well-being, and in the near future, we will link it to the development of other services and the transformation of corporate recruiting.
【Operator】
URL: https://www.cwo-bank.tokyo/
The CWO-BANK business is a joint venture operated by the following two corporations:
1. RIGHT STUFF Inc.
URL: https://www.rightstuff.link/
Address: 5-24-15 Nishi-Gotanda, Shinagawa-ku, Tokyo
Established: October 5, 2005
Officers: Representative Director, Toki Kawashima
Business:
- Fee-charging employment placement business (License No. 13-Yu-311209), mainly in the sports industry
- Education business (schools, internship coordination, etc.)
- Event business (organizing seminars, networking events, etc.)
- Advertising agency business
2. Pladua Inc.
URL: Under construction
Address: Calandrier Building 4F, 4-2-8 Akasaka, Minato-ku, Tokyo
Established: December 26, 2025
Officers: Representative Director, Kazumi Iwata
Business: Related to new businesses, including:
- Support (consulting including new strategies and business revitalization)
- Implementation (business planning to operation in human resources, medical, AI, space, etc.)
With the start of well-being ISO certification in January 2026, the shift from health management to well-being management for listed companies will accelerate.
Well-being management, following the example of Western companies, is a management measure aimed primarily at improving employee happiness to achieve ① increased productivity and ② reduced turnover. Like environmental management, CSR management, ESG management, and health management, its adoption by Japanese companies is becoming full-fledged and will eventually spread to small and medium-sized enterprises.
However, many companies are confused by its content (measures). We, who have been researching and studying the measures of leading Western companies, consult on measures similar to those in the West, and have also explored unique Japanese measures. As a new measure, we have planned and developed a strategy that incorporates Edutainment elements that resonate with employees, and we will propose it to small, medium, and listed companies.
We are building value for the "fame" of celebrities not as "advertising and promotional effects," but as "well-being effects (the generation of extraordinary happiness born from celebrities becoming executives and communicating directly with employees)," and pairing them with companies as "CWO (Chief Wellbeing Officer) positions." Applications for this new platform (dispatching/introducing celebrities as CWOs) will start on April 15, 2026, at 10:00 AM. https://www.cwo-bank.tokyo/
■Background
Western companies have been promoting "well-being management" since around 2008, primarily targeting millennial and Gen Z employees with the main objectives of ① improving productivity and ② reducing turnover. They are promoting measures in line with the values of these generations = "well-being perspective (a preference for job satisfaction over high compensation and favorable conditions)" (mainly satisfaction and fulfillment during working hours).
Japanese companies, where health management has permeated even small and medium-sized enterprises, are also paying attention to well-being management due to issues such as declining productivity after the COVID-19 pandemic, competition for young employees, and the outflow of talented personnel. 2021 is considered the first year of well-being, starting with listed companies.
DX (Digital Transformation) including AI, and SX (Sustainability Transformation) are spreading to small and medium-sized enterprises, and now the reform of the working personnel themselves is essential, and the introduction of WX (Wellbeing Transformation) is expected. In recent years in Japan, various issues such as taxation, welfare, poverty, and immigration have rapidly spread on social media, and the number of citizens who feel "anxiety about the future" rather than "expectation for the future" is rapidly increasing.
Under this historical background, social situation, and corporate trend, what should be done to increase the "happiness" of corporate employees, which is the source of power? To provide multiple options for this question, we will consult on Western-style programs and present this "CWO-BANK" to many companies as a unique method incorporating Edutainment, derived from our research on the continuity and autonomy of health management.
Among various well-being management measures (office environment, compensation, welfare, seminars, training, various programs, etc.), "CWO-BANK" is a measure from the human resources aspect and can be utilized as part of the "shift from health management to well-being management."
■What is CWO-BANK?
The "fame" of celebrities is, of course, utilized for "information reach and customer attraction" for consumer advertising and promotion, but it also has the function of indirectly appealing to information recipients for "trust and security" and leading to purchases. We focused on the latter function and believe that it is best suited for well-being management, which companies will strengthen in the future. We will pair celebrities as Executive officers = CWO (Chief Wellbeing Officer) with companies (strategic and best selection, not just a better match).
(This includes pairing not only CWO positions but also CXO, advisors, outside directors, etc.)
This is the utilization of celebrities' "well-being ability to bring happiness to people," creating opportunities for direct contact with celebrities as CWOs, who are extraordinary special talents, and connecting the generation of happiness for those who meet them (employees) to well-being management.
(Celebrities = athletes, talents, comedians, models, announcers, cultural figures, experts, politicians, etc.)
■Features of CWO BANK
Instead of "any celebrity will do," we select only those with CWO qualifications to contribute to improving the well-being of employees and executives.
We coordinate with companies regarding direct contact opportunities between celebrity CWOs and employees, and promote the path to achieving objectives while discussing with the person in charge. By welcoming celebrities, who are extraordinary special presences, as in-house Executive officers (CWOs, etc.), we approach employees' excitement, exhilaration, joy, emotion, honor, respect, morale, etc., stimulating a sense of superiority, satisfaction, and belonging to the company, leading to ultimate happiness.
① Selection of CWO personnel (including CXO, advisors, outside directors)
We conduct our own screening to determine if they are suitable for promoting well-being improvement measures for corporate employees and executives. In addition to anti-social checks, we investigate daily conduct, ethics & morals, reputation, etc., and after analyzing compatibility with the target company, brand enhancement, problem-solving capabilities, etc., we select and recommend candidates for pairing (we add our recommended candidates to the company's requested candidates for review).
② Follow-up on CWO functions
This CWO-BANK service is not a "dispatch of intelligence (skills)" to support problem-solving in specialized fields of the industry to which the company belongs, but rather a "dispatch of individuality (well-being ability)" corresponding to well-being management, which is an inner communication measure. Therefore, business skills and specialized skills cannot be expected from CWOs, as they are expected to demonstrate their well-being abilities as celebrities.
However, business consultants are permanently stationed at the operating office, and experts in various industries are also networked, so it is possible to respond to business skills and specialized skills. We constantly follow up on the CWO duties of celebrities and can also provide support by taking the lead when necessary.
(In the case of outside directors, we provide guidance on functional requirements in accordance with the Companies Act.)
③ OPTION menu
1. Consulting = Many HR personnel and executives say they don't know what to do (measures) even if they want to delve deeper into well-being management, or they want to know successful cases of other companies before starting.
We have research and study that has obtained internal information of Western companies leading well-being management, evidence from various papers, and know-how from the practical implementation of health management programs that precede it. Therefore, we also accept consulting for well-being management itself.
2. Business support team = If the aforementioned business skills and specialized skills are required, we can form a team of specialized consultants (including teams) tailored to the industry, and while following up with the CWO, we can address the company's specialized issues.
As an extension of this, it is also possible to make it a contracted project, and "dispatch of intelligence (skills)" can be combined.
3. Visualization of effects = The well-being effects of CWOs can be visualized through AI analysis.
When CWOs attend general meetings for employees or board meetings for executives, the facial expressions of all attendees are captured by camera (camera preparation is required in advance) to analyze the before-and-after happiness levels.
4. Recruiting = This service is a well-being management measure from the human resources aspect, so in addition to improving the happiness of existing employees, it also serves as a measure to increase the number of job candidates, and can support human resources employment (both new graduates and mid-career hires). Using CWOs as a hook, we propose strategies to attract talented personnel, starting with strategies that differ from simple advertising attraction.
5. Utilization of portrait rights = This service is an inner communication measure for employees, but if you wish to expand it to consumer advertising and promotion utilizing the portrait rights of celebrity CWOs, we will proceed after separate discussions.
■Benefits of utilizing CWO BANK
- The operating office is staffed by veteran consultants in the human resources industry, and the contract is with a company holding a human resources introduction business license.
- The operating office is staffed by business consultants capable of handling various industries, and expanded activation can also be planned.
- The operating office is staffed by consultants knowledgeable in Western-style well-being measures, and consulting is available.
- This service is not a simple human resources matching (human resources dispatch/introduction), but a well-being management measure that utilizes the well-being ability of celebrities as a measure to improve employee happiness. Therefore, it is a matter for the Human Resources and General Affairs Department and Corporate Planning Department, rather than the Public Relations Department or Advertising Department.
- It also responds to the 2021 Companies Act revision "establishment of outside directors" and the government's target "ratio of female executives in listed companies (30% target by 2030)," and we accept the pairing of executive personnel based on evaluation criteria different from traditional metrics such as academic background, qualifications, skills, and titles.
- This service has investigated, researched, and accumulated over 4,500 similar domestic cases in the past and has created a database. Based on AI analysis of this database, we pursue the laws of well-being, and in the near future, we will link it to the development of other services and the transformation of corporate recruiting.
【Operator】
URL: https://www.cwo-bank.tokyo/
The CWO-BANK business is a joint venture operated by the following two corporations:
1. RIGHT STUFF Inc.
URL: https://www.rightstuff.link/
Address: 5-24-15 Nishi-Gotanda, Shinagawa-ku, Tokyo
Established: October 5, 2005
Officers: Representative Director, Toki Kawashima
Business:
- Fee-charging employment placement business (License No. 13-Yu-311209), mainly in the sports industry
- Education business (schools, internship coordination, etc.)
- Event business (organizing seminars, networking events, etc.)
- Advertising agency business
2. Pladua Inc.
URL: Under construction
Address: Calandrier Building 4F, 4-2-8 Akasaka, Minato-ku, Tokyo
Established: December 26, 2025
Officers: Representative Director, Kazumi Iwata
Business: Related to new businesses, including:
- Support (consulting including new strategies and business revitalization)
- Implementation (business planning to operation in human resources, medical, AI, space, etc.)