Shop Channel Becomes Official Partner of Cheerleading and Dance Organization

Jupiter Shop Channel Co., Ltd. (President and CEO: Yoshihiro Ogawa, headquarters: Koto City, Tokyo; hereinafter "Shop Channel"), which operates Shop Channel—the 24/7 interactive live shopping channel—announces that it will begin sponsoring Cheer & Dance Education, Inc. as its official partner starting July 2026. This new initiative, launched in celebration of the company's 30th anniversary, aims to support the promotion of cheerleading and dance.

Background

Since its founding in 1996, Shop Channel has been supported by a broad range of customers, primarily women across generations, and will celebrate its 30th anniversary in 2026.

Cheerleading and dance are sports where athletes not only compete in performance technique and precision but also express themselves joyfully. In recent years, the activities have expanded across generations, from preschoolers to seniors.

Beyond competitive development, cheerleading and dance are also growing as educational tools and community-based activities.

Purpose

We recognize cheerleading and dance as a sport that enables athletes to express themselves vibrantly, while also captivating and energizing audiences.

We believe this appeal aligns with our brand promise of delivering "exciting moments," and thus have decided to launch this sponsorship.

Through this initiative, we aim to support athletes pursuing cheerleading and dance, contribute to the sport’s wider adoption and development, and further promote its role as a lifelong sport accessible to all generations—from preschoolers to seniors.

Future Initiatives

Through this sponsorship, we will support the promotion of cheerleading and dance by leveraging various touchpoints such as Shop Channel’s programs, digital content, and live events to share information and launch special projects.

These efforts aim to create new connections between cheerleading and dance and local communities, deliver the sport’s appeal to a broader audience, and promote its wider adoption.

Organization Overview

Cheer & Dance Education, Inc. began operations in 1989 as the Japanese branch of a U.S.-based competitive organization and was established as a non-profit in 2018.

The organization promotes youth development and lifelong sports participation across generations through cheerleading and dance education, outreach, and event management.

In collaboration with U.S.-based Varsity, it has introduced international-standard educational programs emphasizing safety, advancing competitive environments and talent development.

Message from Ms. Takako Hasebe, Representative Director, Cheer & Dance Education, Inc.

We are deeply honored that Shop Channel has resonated with our mission to promote cheerleading and dance, leading to this partnership.

Originating from "cheering," cheerleading fosters diverse qualities that promote healthy physical and mental development—such as leadership, communication skills, a spirit of contributing to teams, schools, and society, and cultivating respect for others. Today, it has expanded beyond competitive sports to include lifelong sports, community-based sports, and para-sports.

In an ever-changing world, we believe people of all ages and regions naturally experience moments of well-being through cheer activities—engaging with others, passionately pursuing goals, and living healthy, fulfilling lives.

Moving forward, together with Shop Channel, we will amplify the appeal of cheerleading and dance across more platforms than ever before. Guided by our mission of "cheering on those who cheer," we aim to create opportunities for everyone to shine. We will expand the possibilities through cheerleading and dance and build a more vibrant future. Please look forward to the new value and evolution this partnership will bring!

Shop Channel's 30th Anniversary

Shop Channel will celebrate its 30th anniversary in 2026. From January 1, 2026, to March 31, 2027, we will launch numerous special initiatives to express our gratitude to our customers.

Information about the 30th anniversary is available on the dedicated website:

https://www.shopch.jp/pc/cmn/a/sp/30th

What is Two-Way Live Broadcasting?

Two-way live broadcasting enables real-time interaction between viewers and the channel. During live TV broadcasts, viewers can submit and share comments via QR codes, speak directly with hosts via phone calls, receive real-time updates on order congestion from phones, smartphones, or PCs, and view live inventory status. Through phone-based customer service and real-time connections via smartphones and PCs, we create live broadcasts together with our customers.

Jupiter Shop Channel Co., Ltd. (shopch.jp)

Founded in November 1996 as Japan’s first dedicated shopping channel, Shop Channel is now available to 32.15 million households nationwide via cable and satellite (as of March 2026). We offer a wide range of products—fashion, beauty, home goods, gourmet items, and more—curated by expert buyers, 24 hours a day. To ensure a seamless shopping experience, we handle order processing and shipping in-house. We deliver the excitement and thrill of live broadcasting, offering a unique shopping entertainment experience that integrates television, digital, and real-world engagement.