Joshikosei Lab Names egg Exclusive Model Serina Sato as Its Second Ambassador

with t Inc. (headquartered in Shibuya-ku, Tokyo; President and Representative Director: Keita Miyagi), which operates the marketing organization Joshikosei Lab, a platform that delivers the real voices of Generation Z to companies, announced that it has appointed Serina Sato, an exclusive model for the magazine egg and a figure widely supported by teens, as its second ambassador. Sato has gained empathy from her generation through her appearance on ABEMA’s romance reality show Today, I Fell in Love, and has built a strong presence at fashion events such as TGC teen. By combining Sato’s communication power, which embodies the Reiwa-era gyaru mindset, with the real voices of 500 high school girls across Japan in Joshikosei Lab’s network, the organization aims to visualize what truly moves today’s high school girls beyond what data alone can reveal, dramatically improving the precision of youth marketing for companies. Background of the appointment: young consumers no longer move on buzz alone. As social media platforms diversify, conventional buzz-based approaches are becoming less effective in driving youth consumption behavior. To deliver corporate messages amid information overload, companies must design empathy and trust behind the numbers. Joshikosei Lab has set “trust beyond empathy” as its guiding principle for fiscal 2026. Sato, who has expanded her activities as a model and creator while showing an unfiltered, relatable side on a romance reality show, has earned the trust of her peers through an unmanufactured sense of reality. By appointing her as a new symbol, Joshikosei Lab aims to approach the deeper psychology of Generation Z that surveys alone cannot fully capture, and to create a pathway for young people to feel corporate messages as personally relevant. The new ambassador appointment will update Joshikosei Lab in three ways. First, it will enable communication with breakthrough power rooted in gyaru culture. By fusing Sato’s influence with the real voices of 500 Lab members, the organization will deliver memorable promotions on noisy social media channels through both visuals and language. Second, it will support product development and improvement through a thorough user perspective. Sato’s sensibility as someone who helps create trends through her modeling work will be introduced into corporate marketing, supporting the development of products favored by Generation Z by incorporating not only the perspective of consuming trends but also that of creating them. Third, it will provide insight analysis that reads deeper psychology and honest opinions. Sato’s natural character, shown in romance reality programs and other settings, has drawn strong empathy from her generation. Through Sato, the Lab will draw out honest views from Generation Z that are difficult to see through quantitative research alone, and use them to optimize corporate messaging. Serina Sato was born on May 22, 2009, and is an exclusive model for egg. She gained attention after being selected as a finalist in JC Miss Contest 2022 and appeared on ABEMA’s romance reality show Today, I Fell in Love: Haron Edition. Centered on modeling, she continues to expand her activities, including appearances at fashion events such as TGC teen, and is supported mainly by teens. Joshikosei Lab is a media and think tank that creates the latest trends among high school girls and provides business tips. It is a platform of roughly 500 high school girls nationwide that collects and shares real Generation Z trends and insights. Active high school girls actually experience companies’ products, services, and apps, and companies can use their impressions and feedback as real Generation Z voices in marketing initiatives. High school girls can use the media to learn the latest trends for enjoying social media, while companies can use the Lab as a think tank that comprehensively supports youth marketing across social media, communications, insight research, and other areas. Available solution examples include SNS promotion plans that resonate with Generation Z by leveraging Ambassador Serina Sato’s perspective; support for new product and service development and improvement reflecting the real voices of 500 members nationwide; high-buzz PR initiatives featuring Sato; and roundtables or group interviews with Joshikosei Lab members on company products. Use cases include sending individual app or service information and requesting downloads and usage; providing incentives such as rewards or benefits after use to collect word of mouth and feedback; applying collected voices to promotional measures and UI/UX improvements; and planning and deploying influencer PR. with t Inc. is located at Graphio Shibuya 2F, 1-22-2 Shibuya, Shibuya-ku, Tokyo. Its businesses include auditions, marketing support, events, and production management.