Toyota Coniq Pro Co., Ltd. and Asobi System Co., Ltd. Launch 'Co-Creation IP Business' Aiming to Create a New Mobility Culture by Combining 'KAWAII'

Toyota Coniq Pro Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and Representative Director: Junichiro Takeda) and Asobi System Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Yusuke Nakagawa) are pleased to announce the launch of a co-creation IP business that combines Japan's 'KAWAII' with mobility, aiming to create a new mobility culture. This initiative goes beyond event-based sponsorship and collaboration, aiming to develop a business concept that continuously nurtures 'co-creation IP' across a wide range of business areas, including live showcases, mobility services, car-life goods, and regional revitalization. ■ About the Co-Creation IP Business This co-creation IP business combines Toyota Coniq Pro's business development and production capabilities in the mobility domain with Asobi System's IP development capabilities centered on 'KAWAII'. By doing so, it aims to develop multifaceted businesses that go beyond live entertainment and create a new mobility culture. Additionally, by incorporating 'KAWAII' elements into mobility, the companies will work to create new touchpoints between mobility and younger generations. Going forward, the companies envision activities spanning the following areas: ① Entertainment events such as live shows and festivals linked to KAWAII IP By combining mobility with live experiences centered on music and fashion, the aim is to create new entertainment models. The companies are considering the development of festival-type live showcases where mobility contributes to venue creation and the expansion of experiential value, set against the backdrop of TOYOTA ARENA TOKYO, which aims to be a mecca for sports and music, as well as various live venues and circuits, allowing for a more three-dimensional and special experience of the KAWAII worldview. ② Creation of shuttle services and marché experiences using mobility As an initiative to transform the movement of visitors into experiential value, the companies plan to deploy services utilizing the multi-purpose mobility 'e-Palette'. By employing a flexible design that does not fix the purpose of use—such as shuttle functions, marché spaces, or pop-up spaces—the aim is to create new mechanisms where mobility is naturally integrated as part of the event experience. ③ KAWAII Used Car Style Update Project In collaboration with 'CORDE by ', a used car style update business operated by Toyota Coniq Pro, the companies will consider co-creating used cars that have been style-updated with a KAWAII worldview. By incorporating color, design, and storytelling into vehicles, the aim is to provide new mobility options that can be enjoyed even by young people who have not previously felt a personal connection to cars. ④ Sales of KAWAII Merchandise Goods Expanded in the Mobility Context With the aim of incorporating KAWAII individuality into car life, the companies will advance the co-creation of mobility x KAWAII merchandise goods. Through the development of various products that enrich daily travel and time spent with cars, the aim is to create new value in car life that combines the worldview of the IP with practicality. ⑤ Regional Revitalization Projects Leveraging the Capabilities of the 'Town's Best' Business As a regional revitalization initiative to bring vibrancy to towns, the companies aim to connect the businesses from ① to ④ with attractive local resources, generating人流 and mobility demand in the regions. ⑥ Business Promotion through Data Science Collaboration By combining the mobility-related data held by Toyota Coniq Pro with the 'oshi-katsu' (fan activity) data held by Asobi System, the companies will explore the potential for creating new businesses. ■ Looking Ahead Through this co-creation IP business, Toyota Coniq Pro and Asobi System will continuously develop new challenges that transcend the boundaries of mobility and entertainment. By bringing together mobility and Japan's KAWAII culture, they will depict a 'new form of mobility culture' that connects people and towns more closely through co-creation and implementation. Please look forward to future developments. [Company Profile] Asobi System Co., Ltd. Company Name: Asobi System Co., Ltd. Established: June 2007 Capital: 10 million yen Shareholders: Private Representative: Yusuke Nakagawa, Representative Director HP URL: https://asobisystem.com Business Description: Talent management business, event business, regional revitalization business, inbound business, creative business, media business, brand and store business Asobi System is a creative company that manages artists and creators who embody Japanese pop culture, produces events such as music festivals, promotes regional revitalization by combining local resources with entertainment, and operates stores leveraging IP. Through collaborations with domestic and international companies and media, it promotes the global expansion of Japanese-born culture. [Company Profile] Toyota Coniq Pro Co., Ltd. Company Name: Toyota Coniq Pro Co., Ltd. Established: January 2021 (Founded March 1949) Capital: 50 million yen Shareholders: Toyota Coniq Co., Ltd. (100%) Representative: Junichiro Takeda, President and Representative Director HP URL: https://toyotaconiq-pro.co.jp Business Description: Started as a business company developing marketing services and consulting for Toyota Motor Corporation and the Toyota Group, as well as mobility service businesses. As a member of the Toyota Group, it develops various businesses towards a sustainable future expanding from the mobility domain for the happiness of each individual. With the mission of conveying the appeal of various companies, including Toyota Motor Corporation, and further enhancing their value, it contributes to creating many happinesses through its own unique challenges, breaking away from the conventional framework of an advertising agency. [Contact for Inquiries Regarding This Release] Toyota Coniq Pro Co., Ltd. Public Relations: Kawamoto; Contacts: Ito, Kawamura, Ogasawara, Owaki E-MAIL: tqhp_release@toyotaconiq.co.jp