What kind of companies can benefit from TOW's Real Entertainment Unit?

Companies looking to create high-energy brand experiences through IPs, music, or sports, as well as property owners seeking to increase foot traffic via entertainment.

Why is TOW strengthening its focus on 'real' entertainment now?

As digital/AI use accelerates, high-energy live experiences are becoming more influential in consumer decision-making, presenting a new growth pillar.

What is TOW Group's core strength?

Their ability to apply top-tier experience design and production expertise, honed in the advertising industry, to large-scale business and entertainment ventures.

TOW Group Establishes Cross-Group 'Real Entertainment Unit' to Strengthen Live Experience Sector

Published May 18, 2026 11:00 PM ・ Updated Jun 2, 2026 1:04 PM ・ 5 min read ・ Source: PR TIMES

TOW Group will launch the 'Real Entertainment Unit' on July 1, 2026, integrating marketing and live entertainment across five group companies. Focusing on themes like IP, music, and sports, the unit aims to evolve into an 'Experience Partner' by creating high-value live experiences ranging from promotional to business-ownership models.

TOW Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Kenichi Muratsu) will establish the 'Real Entertainment Unit,' a cross-group department involving five group companies, on July 1, 2026. This move aligns with the group purpose 'Creating experiences for a new era' and focuses on strengthening the real entertainment domain.

### Background and Objectives In recent years, while digitalization and AI in advertising and marketing have accelerated, consumers have become accustomed to seamlessly switching between digital and real environments. High-energy entertainment such as IP content, sports, and music is increasingly influencing consumer behavior.

Capitalizing on the convergence of the marketing and entertainment markets, TOW Group aims to be an 'Experience Partner' that contributes to brand value and business growth by creating excitement and empathy through experience design. The group views the 'real entertainment domain'—where people are actively engaged through the power of entertainment—as its next major growth pillar.

### Five Priority Themes in Real Entertainment

1. IP Content Gaming, anime, manga, comedians, YouTubers, and VTubers are highly compatible with real fan events involving stages and merchandise. This is a top growth sector driving active consumer participation.

2. Music Focusing on the frenzy of live concerts, music festivals, and artist collaborations. This sector is highly compatible with corporate marketing through sponsorships and tie-ups.

3. Sports International sports events and professional teams create immense emotion and enthusiasm at stadiums and arenas, attracting significant attention from corporations.

4. Food Food is essential and of high interest. Food festivals and pop-up shops are reliable for attracting large crowds and ensuring steady attendance for hosted events.

5. Cities and Commercial Facilities Entertainment-rich experiences are crucial for cities enhancing branding for inbound demand and for commercial facilities seeking permanent vibrancy.

### About TOW Co., Ltd. - Name: TOW Co., Ltd. - Location: 3F Hulic Kamiyacho Bldg, 4-3-13 Toranomon, Minato-ku, Tokyo - Representative: Kenichi Muratsu, President and CEO - Capital: 948.99 million yen

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Source: PR TIMES
Category: News

TOW Group Establishes Cross-Group 'Real Entertainment Unit' to Strengthen Live Experience Sector

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