First-Ever 'Community park' Debuts at Content Tokyo 2026 from June 17, Offering Insights into Building Fan/Community-Brand Relationships!
RX Japan Co., Ltd. announced the launch of "Community park," a special new area within "Content Tokyo 2026" at Tokyo Big Sight, focusing on the increasing importance of fan communities. Running from June 17-19, 2026, it aims to be a hub for learning and practical application in building strong relationships between brands and their communities.
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- 📰 Published: May 2, 2026 at 00:00
- 🔍 Collected: May 1, 2026 at 15:32
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RX Japan Co., Ltd. (Headquarters: Chuo-ku, Tokyo; Representative Executive Officer and President: Takeshi Tanaka) will host the inaugural "Community park," a new special area, within the "1st Fan Community Marketing EXPO" at "Content Tokyo 2026," which they organize at Tokyo Big Sight from Wednesday, June 17 to Friday, June 19, 2026.
Official Website
Background and Concept of "Community park"
In recent years, the importance of fans and communities in marketing has rapidly increased. "Community park" was created with the aim of becoming a place where individuals, from those already interested to those actively implementing, can gather regardless of their position or industry, share knowledge and case studies, as the importance of fans/communities continues to grow.
In this area, we will create new value through the following three steps to address the fundamental question of "how to foster relationships between fans/communities and brands":
- Learn: Gain cutting-edge knowledge through seminars by leading professionals.
- Connect: Foster new connections and insights across industries through dialogue in the exchange lounge.
- Practice: Take the hints gained here back to one's own company's initiatives and translate them into concrete actions.
This Community park aims to generate a cycle of "connection, exchange, and practice," where participants stimulate each other and move towards further implementation, going beyond a mere information gathering venue.
Official Website
Highlights of this Initiative
1. Introduction to Featured Seminars (Partial Excerpt)
These seminars will broadly cover topics from the basics to practical case studies in fan community marketing.
#### The Current State of Community Marketing — Learning from Case Studies, Moving Beyond "One-Way" Marketing
June 17, 2026 (Wednesday) | 10:40 AM – 11:40 AM
* Hideki Kojima, Representative Director, Community Marketing Association
* Shinya Obuchi, Executive Vice President, Asobica Inc.
* Nobuhiro Sugiyama, Executive Officer CMO, Commmune Inc.
The relationship with customers is changing, and traditional "one-way" marketing is becoming less effective. Even with repeated advertising and initiatives, it's not leading to changes in consumer behavior. Behind this lies a shift in the very nature of customer understanding. In this session, three experts who have engaged with numerous companies and communities will take the stage to clarify the current state of community marketing and explain how companies should engage with customers and build relationships, supported by a wealth of specific case studies.
#### Learning from "Tamagotchi no Puchi Puchi Omisecchi"! Community Strategy
June 18, 2026 (Thursday) | 12:10 PM – 12:50 PM
* Hiroaki Kubo, Representative Director, Flag Inc.
* Hirota Takada, Global Content Partnerships Partner Manager Anime, Manga & Music, X Corp. Japan K.K.
In this session, X Corp. will explain the "Fan Community Strategy in the X Era," where fans themselves become storytellers and disseminators of information. Going beyond a mere information dissemination platform, we will unveil X's advertising utilization know-how for users to immerse themselves in the brand's world and generate enthusiasm, alongside concrete success stories.
#### Redefining "Experience Design" in Brand EC
June 19, 2026 (Friday) | 1:40 PM – 2:20 PM
* Yohei Kaneko, Executive Officer CCO, Yappli Inc.
* Takumi Makishima, Sr Manager of Ecommerce Division, New Balance Japan
After the COVID-19 pandemic, the e-commerce market has become complex due to a proliferation of tools and the emergence of generative AI. In this session, we welcome Mr. Makishima from New Balance Japan to discuss rebuilding experience design based on a company's strengths, moving away from simply adding more measures. We will explore the essence of contact point design common to strong brand e-commerce.
#### Is "Adhesiveness" the Keyword? Fan Community 'Kashifreak 2.0 Concept'
June 19, 2026 (Friday) | 3:10 PM – 3:50 PM
* Tatsuro Ohno, Senior Planner, Cloud Circus Inc.
* Takahiro Ono, EC Manager, Product Section, Sales Planning Department, Yaokin Co., Ltd.
November 11th, Umaibo Day.
Japan's leading "#○○ Day"s compete, making it the most red-ocean day in the world.
This is a story about a promotion strategy to make "#UmaiboDay" trend and to pass on the dagashi (cheap sweets) culture.
We will reveal the behind-the-scenes of a 'fan communication' promotion strategy that builds up with fans, rather than a fleeting, instantaneous promotion!
(Please note that speakers and program content may be subject to change.)
Official Website
Background and Concept of "Community park"
In recent years, the importance of fans and communities in marketing has rapidly increased. "Community park" was created with the aim of becoming a place where individuals, from those already interested to those actively implementing, can gather regardless of their position or industry, share knowledge and case studies, as the importance of fans/communities continues to grow.
In this area, we will create new value through the following three steps to address the fundamental question of "how to foster relationships between fans/communities and brands":
- Learn: Gain cutting-edge knowledge through seminars by leading professionals.
- Connect: Foster new connections and insights across industries through dialogue in the exchange lounge.
- Practice: Take the hints gained here back to one's own company's initiatives and translate them into concrete actions.
This Community park aims to generate a cycle of "connection, exchange, and practice," where participants stimulate each other and move towards further implementation, going beyond a mere information gathering venue.
Official Website
Highlights of this Initiative
1. Introduction to Featured Seminars (Partial Excerpt)
These seminars will broadly cover topics from the basics to practical case studies in fan community marketing.
#### The Current State of Community Marketing — Learning from Case Studies, Moving Beyond "One-Way" Marketing
June 17, 2026 (Wednesday) | 10:40 AM – 11:40 AM
* Hideki Kojima, Representative Director, Community Marketing Association
* Shinya Obuchi, Executive Vice President, Asobica Inc.
* Nobuhiro Sugiyama, Executive Officer CMO, Commmune Inc.
The relationship with customers is changing, and traditional "one-way" marketing is becoming less effective. Even with repeated advertising and initiatives, it's not leading to changes in consumer behavior. Behind this lies a shift in the very nature of customer understanding. In this session, three experts who have engaged with numerous companies and communities will take the stage to clarify the current state of community marketing and explain how companies should engage with customers and build relationships, supported by a wealth of specific case studies.
#### Learning from "Tamagotchi no Puchi Puchi Omisecchi"! Community Strategy
June 18, 2026 (Thursday) | 12:10 PM – 12:50 PM
* Hiroaki Kubo, Representative Director, Flag Inc.
* Hirota Takada, Global Content Partnerships Partner Manager Anime, Manga & Music, X Corp. Japan K.K.
In this session, X Corp. will explain the "Fan Community Strategy in the X Era," where fans themselves become storytellers and disseminators of information. Going beyond a mere information dissemination platform, we will unveil X's advertising utilization know-how for users to immerse themselves in the brand's world and generate enthusiasm, alongside concrete success stories.
#### Redefining "Experience Design" in Brand EC
June 19, 2026 (Friday) | 1:40 PM – 2:20 PM
* Yohei Kaneko, Executive Officer CCO, Yappli Inc.
* Takumi Makishima, Sr Manager of Ecommerce Division, New Balance Japan
After the COVID-19 pandemic, the e-commerce market has become complex due to a proliferation of tools and the emergence of generative AI. In this session, we welcome Mr. Makishima from New Balance Japan to discuss rebuilding experience design based on a company's strengths, moving away from simply adding more measures. We will explore the essence of contact point design common to strong brand e-commerce.
#### Is "Adhesiveness" the Keyword? Fan Community 'Kashifreak 2.0 Concept'
June 19, 2026 (Friday) | 3:10 PM – 3:50 PM
* Tatsuro Ohno, Senior Planner, Cloud Circus Inc.
* Takahiro Ono, EC Manager, Product Section, Sales Planning Department, Yaokin Co., Ltd.
November 11th, Umaibo Day.
Japan's leading "#○○ Day"s compete, making it the most red-ocean day in the world.
This is a story about a promotion strategy to make "#UmaiboDay" trend and to pass on the dagashi (cheap sweets) culture.
We will reveal the behind-the-scenes of a 'fan communication' promotion strategy that builds up with fans, rather than a fleeting, instantaneous promotion!
(Please note that speakers and program content may be subject to change.)