Minna Denryoku Appoints Chinatsu Murayama as Ambassador to Promote Understanding and Expand Choice of Renewable Energy Among Young People

UPDATER Inc. (Headquarters: Setagaya-ku, Tokyo; Representative Director: Eiji Oishi), aiming to update society through lifestyle, announces that its 100% renewable energy electricity service*1 "Minna Denryoku" has appointed influencer Chinatsu Murayama as an ambassador. This initiative aims to transform renewable energy from something "difficult" into something "fun to choose." Through Ms. Murayama's communications, we will clearly convey to younger generations the value that "choosing electricity leads to supporting your 'oshi', your region, or someone else," thereby encouraging behavioral change.

Background of Ambassador Establishment In recent years, while interest in climate change and SDGs continues to grow, "switching to renewable energy" remains one of the actions with high psychological barriers for consumers. Our company has provided a system that connects producers and users as "face-visible electricity," but we believe that "empathy" and "fun" as emotional motivations are indispensable for the widespread adoption of renewable energy, in addition to "ease of choosing electricity." Against this background, we have established an ambassador system as a new initiative to make energy issues more relatable and encourage behavioral changes as a "personal matter."

Reason for Appointment Chinatsu Murayama has over 608,000 followers on TikTok and over 206,000 on Instagram, totaling more than 810,000 followers, giving her high influence among Gen Z and Millennials. Furthermore, as a member of the future generation, she actively communicates on climate change and SDGs, demonstrating a high affinity with our company's philosophy in terms of both interest in social issues and the ability to act. In addition, based on her experience appearing on TBS Radio programs, co-starring with our representative, and participating in Marui Group-related initiatives, synergistic effects can be expected through collaboration with our company and the group, leading to this appointment.

Expected Role We expect this ambassador to play a role in communicating highly specialized and often difficult-to-understand renewable energy and electricity services in an easy-to-understand manner from a consumer perspective, leading to action through relatable empathy. In particular, by conveying the new value that "choosing electricity leads to supporting your 'oshi' or local community," we aim to spread renewable energy as an accessible everyday action that can be chosen without effort, expanding renewable energy choices, especially among younger generations.

Chinatsu Murayama Profile A current university student from Kanagawa Prefecture. She is a Gen Z communicator who is "relatable yet a step ahead," charming with her refined and sincere image, combined with a natural and approachable personality. She holds a diverse range of qualifications, including Sustainability Management Certification and Japan Health Master Certification, balancing trustworthiness and relatability across various fields such as sports, beauty, lifestyle, and sustainability.

Chinatsu Murayama's Comment "Hello, I'm Chinatsu Murayama, and I have been appointed as the ambassador for 'Minna Denryoku,' the 'face-visible electricity' service. 'Climate change' is one of the anxieties for our next generation regarding the future global environment, and I myself wanted to 'do what I can.' In this context, I deeply resonated with the mechanism of 'face-visible electricity,' where consumers can choose electricity generated from specific power plants. Choosing electricity can be as enjoyable as 'oshi-katsu' (supporting your favorite), and it contributes to society. Knowing that it supports farmers, local communities, and nature, I want to spread this circle of empathy to my peers. Going forward, I will share the joy of ethical living through real experiences like visiting power plants and switching electricity."

"Face-Visible Electricity" and the Support Mechanism Since its founding, Minna Denryoku has offered electricity services based on the concept of "face-visible electricity," where the thoughts and backgrounds of power producers are transparent. In addition to decarbonization and climate change measures, renewable energy also helps solve various social issues, such as regional revitalization and supporting primary industries. To spread the value of such renewable energy, our company offers a system where individual users can "support" power plants in its consumer services. For each instance of support, our company contributes 100 yen monthly to support the power generator or related projects. Through Ms. Chinatsu Murayama's communications, this initiative aims to convey this "support" mechanism and the stories of power plants to more people, promoting the action of choosing electricity as "social participation."

About Minna Denryoku "Minna Denryoku" is a service that provides 100% renewable electricity*1 procured from renewable energy power plants nationwide as "face-visible electricity." Individual household users allocate a part of their electricity bill (100 yen) to "support" power plants or related projects.