Support forPursuing Interests

I su ppor tyou

I was able to create a collaboration card based on my favorite anime series!

r int e re s t!
Marina Takao

MARUI GROUP supports individuals with an endless range of interests, including
anime, K-pop, veganism, cosmetics, art, cafes, camping, saunas, and do-it-yourselfprojects. The Anime Business Department was established in 2016, primarily with astaff comprising employees who were passionate about anime. The establishment of
this department sparked the emergence of various other employee groups offering
their support for a specific interest. When people with shared interests are able togather together, it creates a positive atmosphere that is conducive to self-actualizationand self-expression. In this section, we would like to talk about the passion employees

Sales Section 1,Anime Business Department
MARUI CO., LTD.

A number of years ago, I visited a comic market event attended by the company that held the copyrights
for my favorite anime series. I spoke with them a little at this event, and this sparked a series of otherconversations that eventually culminated in the creation of a collaboration card based on that series.
After I transferred from the Anime Business Department to a store, I found myself serving a customer
with that card. When they said that they loved the design, it made me super happy. I returned to theAnime Business Department after two years working at the store to find that the department had
branched out to also deal with YouTube, streaming apps, and other digital content. We are now able tosupport the interests of an even wider range of people!

Growing Assortment of Anime Cards Promising toInclude Your Favorite
MARUI GROUP’s anime-related collaboration cards began in2014 with a card based on Otomate, a brand of video games

devote toward supporting such interests.

©2021 San-X Co., Ltd. All Rights Reserved.

©2021 San-X Co., Ltd. All Rights Reserved.

©khara, inc.

©naganoaimed at women. In the years that followed, we proceeded todevelop an ever-growing assortment of anime cards ranging
from cards associated with popular anime series, such as
Gintama, Neon Genesis Evangelion, and ONE PIECE, to lesser(FY2020)

Contentcollaboration
cardholders
16%
Others84%

Annual Number of Events
FY2017Approx.
200Establishment of Anime Business Department

FY2022(Forecast)

FY2026(Target)

Approx. 700

Start of digitalcontent events

900

collaboration cards so that everyone will be able to find a card
based on their favorite series and have that card occupy apermanent position in their wallet.

I su ppor t

I want to support the interests of both players and fans!

yThe Anime Business Department is currently rolling out services aimed at supporting video game players on YouTube and streaming apps as well as their fans. For example, we are holding events at Maruistores that serve as opportunities for players to use to “show off their stuff” and earn a following. Fanscan also build solidarity with their favorite players and other fans by attending such events. This is justone way we are allowing MARUI GROUP’s media to be used as a stage in our efforts to promote cocreation with digital content. I hope to help make MARUI GROUP a platform holder that uses its assets
to support people’s interests in the future.

t e re s t!

Ratio of Content Collaboration
Cardholders Among All New Cardholders

known series. We will continue to build upon our lineup ofr inWith global-scale popularity, anime is one of Japan’s most well-known pop culture elements. Anime series
often monopolize the top slots in the popularity rankings of video streaming services, and the impact of anime
on society and industry is growing with each coming year.
MARUI GROUP’s Anime Business Department was established with a staff centered on anime-loving
employees passionate about supporting other anime fans. In addition, Marui stores have been holding anime
events to give fans opportunities to better enjoy their passion. Our anime business sees a never-ending
stream of new ideas for supporting this interest, including planning and selling original goods to help fansbuild their collections of merchandise based on their favorite anime series and the issuing of EPOS cards
bearing anime-inspired designs. We have been witnessing a constant increase in the annual number of fansvisiting event sites and in the number of events themselves, indicating the growth of the population of people
who share this interest and our ideals.

ouANIME

Anime Boasting Global-Scale Popularity

Kei Ogawa
Sales Section 1,
Anime Business Department
MARUI CO., LTD.

Nearly 300,000 Twitter Followers
The official Marui no Anime Twitter account celebrated thefifth anniversary of its creation with nearly 300,000 followers(as of December 1, 2021), and this number continues to grow.
This Twitter account is used as a venue for providing information on limited-time events at Marui and Modi stores andBirthday event for popular multi-creator
P-Maru Sama held at Marui store© P丸様。

items sold online as well as for conducting campaigns likefandom surveys. Attracting tweets lovingly crafted by fanspushing their favorite series, the account has become abustling hub of activity. Marui no Anime Twitter will continue
to function as a venue for new discoveries and encountersrelated to one’s interests on into the future.

Event based on increasingly popularTokyo Revengers
Ken Wakui, Kodansha Ltd., Tokyo Revengers Movie Production Committee, 202050

Event based on highly popular Jujutsu Kaisen
Gege Akutami, Shueisha Inc., Jujutsu Kaisen Production Committee

Official Marui no Anime Twitter account(in Japanese only)@marui_anime

First physical location of YouTube anime production
and distribution company Plott Inc.
©Plott Inc. 2021

51

K-pop is a genre of music that enjoys a passionate fandom around the world. Fans are so dedicated that they
will be seen displaying signs advertising the birthdays and debut anniversaries of their favorite artists, preparing subtitles for television programs in which these artists appear, and otherwise expressing their passion inSouth Korea and countries around the world.
MARUI GROUP has set up a K-pop division with the goal of further catalyzing the immense passion thatfans exert toward this interest. The activities of this division include online community forums and events atMarui stores.
Brief History of South Korean Media Boom
2004

Broadcast of Winter Sonata debuts in Japan, sparking an explosion in popularity ofBae Yong-joon and other South Korean actors

2010

Start of K-pop boom led by artists like TVXQ, Big Bang, Girls’ Generation, and Kara2015

BTS claims No. 1 spot on U.S. Billboard 200

2020

Video productions like the film Parasite and the TV drama Itaewon Class gain attention2021

K-pop artists take to the global stage, making frequent appearances on overseas music programs

K-COSMETICS
K-Cosmetics at the Leading Edge of Beauty
K-cosmetics* are drawing global interest as they continue to set new trends in the field of cosmetics. The greatest appeal of these cosmetics is the high quality they offer relative to their affordable
price, allowing them to capture the hearts of fans of all genders, ages, and nationalities.
To support this fandom, MARUI GROUP created KOREAJU, a service that offers a lineup ofrecommended K-cosmetic products to allow fans to shop for the product that fits them best withpeace of mind through both physical and e-commerce venues.
* Korean cosmetics

I su ppor t

I want to evolve KOREAJU into a community of K-cosmetics lovers!

yout e re s t!

r int e re s t!

I fell down the K-pop rabbit hole after watching a BTS performance. K-pop fans are quick to move tosupport their favorite artists, and we hold events related to K-pop and South Korean dramas at Maruistores for the benefit of such fans. We have even started an online community called CHOA Comm toprovide a venue for exchanges between fans. This community has recently been working to help out
fans that were unable to attend certain events by having fellow fans post reports of these events. I am
committed to developing fandom businesses that will make fans thankful for the support MARUIGROUP offers for their fandom.

youI hope to make fans thankful for the support MARUI GROUP offers
for their fandom!

r inI su ppor t

Mayu Hinohara

Support forPursuing Interests

K-POP

K-Pop Enjoying a Passionate Fandom

K-pop was the gateway through which I fell in love with K-cosmetics. At KOREAJU events, I have had
the joy of chatting with customers about K-pop as I help them pick out cosmetic products, and thesecustomers have mentioned that they wished we did these events all the time. I want to make KOREAJU
more than just a place to buy products; I want to evolve it into a community of K-cosmetics lovers andto help create more fans of South Korea through this community.

Erika Yokoyama
K-Cosmetics Business
Department
okos Co., Ltd.

KOREAJU Lineup Promising Something for Everyone
KOREAJU offers more than 800 K-cosmetic products from 50
brands through its e-commerce website, and we offer newSales Section 2,Anime Business Department
MARUI CO., LTD.

limited-time KOREAJU sets every month that provide discounts and special bonuses. KOREAJU events are periodicallyheld at physical stores to offer customers an opportunity toshop while actually trying out products.

Community Website for Linking People’s CHOA (Likes)

Event at non-MARUI GROUP store

CHOA Comm is a community website created to provide a venue throughwhich lovers of South Korean culture can connect with those who share theirpassion regardless of time or place. As of December 6, 2021, this thriving

Top 3 Recommendations from KOREAJU Staff

No. 1 High cost performance face masks

online fan community had around 22,000 registered users enjoying theopportunity to tell others about their recommended South Korean dramas

No. 2 Eyeshadow available in a wide assortment of types

and dishes or to talk about their favorite K-pop idols and actors.

No. 3 Lip tint that won’t get on your mask

Official KOREAJU website (in Japanese only)
koreaju.0101.co.jp/
Check out the official KOREAJU Instagram
account for information on popularand staff-recommended cosmetic products.
@koreaju_officialCHOA Comm community website (in Japanese only)
www.beach.jp/community/CHOA-0101/index
Check out the official CHOA Comm Twitter account for the latest event information.
@choa_0101

I love seeing customers having fun picking out cosmetics!

employs a variety of techniques to excite fans at its events.
For example, at an event commemorating the sale of a photo bookof a popular actor, we prepared a tomato prop that resembled
Commemorative photographevent where fans posed withtomato prop resembling
tomato held by actor

52

Space for visitors to write freely about theirfavorite South Korean dramas or K-pop artists

the tomato held by the actor on the book’s cover for fans to use
when taking photographs. For events related to K-pop idols, we
distribute items that are must-haves for birthday events.

t e re s t!

is the emotional response it will produce, and MARUI GROUP

r inThe most important thing to consider when planning an event

I am a member of the KOREAJU Support Team, and I help out with the operation of events and with ourofficial Instagram account. I continued to apply for this position through our internal open application
system until I was eventually chosen, and I have even been selected to staff events twice. I love
K-cosmetics as well as trying out cosmetic products with customers to help them find new likes andmaybe even new favorites. Businesses that support interests allow us employees to use our interests tospread the interests of customers. I will continue working to deliver higher levels of service so that I canbetter give form to the input and desires of customers.

you

Events Designed by Fans to Excite Fans

I su ppor tShiori Yamaguchi
KOREAJU Support Team
Women’s Shoes Sales Floor,
Machida MaruiMARUI CO., LTD.

53

Veganism is garnering attention from both the perspectives of environmental preservation and health.
The influence of this lifestyle is spreading, and we have recently seen a rise in brands that do not use leather
products or conduct animal experiments in both the fashion and beauty industries. There might even betimes when you are using a vegan product without even knowing it. Focused on food, the element of thevegan lifestyle that is easiest to incorporate into our everyday lives, our Vegan Business Department is­developing and selling vegan confections that do not use animal products and sharing how to enjoy suchtreats via social media.

I su ppor tyour int e re s t!
Setsuko Kaneko
Vegan Business Department
okos Co., Ltd.

I really get the feeling that we are delivering the joy of choice to our customers.
We launched the vee ga boo vegan confection mail order service in May 2021. Since the start of thisservice, I have been able to see the joy it brings to customers while receiving input expressing this joy,and these outpourings have become my source of motivation. At events, I have seen the eyes of children
with allergies light up when they are told that they can eat anything we offered, and this makes me really
happy. However, I realize that eggs and dairy products are not the only things people can be allergic to;they can have wheat and soy allergies too. We therefore offer a wide variety of vegan brands and foods,
really giving me the feeling that we are delivering the joy of choice to our customers.

Sets Offering the Excitement of Trying Various
Delicious Vegan Confections
Launched in May 2021, vee ga boo is a mail order service
through which users receive sets containing a different
assortment of meticulously selected vegan confections
every month. Each month, users will be treated to confections from three to five different brands, meaning that
Brands rotating on a monthly basis let customers enjoy
new treats every month.

Instagram Account Offering Up-to-the-Minute
Information
Followers of the official vee ga boo Instagram accounteveryone is sure to find something they like.
vee ga boo website (in Japanese only)
vee-ga-boo.jp/EMPOWERMENTNew Lifestyle Option of Veganism

Support forPursuing Interests

VEGANISM

Flagship Shops of Brands
Supporting Individual
Empowerment Openingat Marui Stores

Brand Offering Items That Women Have Always Wanted
DINETTE is a company charged with a mission of creating ahappier world through the power of women. This company’s
beauty-related social media accounts supply the latest cosmetics information users seek along with insight and othercontent to help users become even more beautiful. Moreover,
DINETTE’s private PHOEBE BEAUTY UP brand has been
shaped by information on user needs acquired through various media venues. This commitment to user needs is theOfficial PHOEBE BEAUTY UP website (in Japanese only)
phoebebeautyup.com/lp?u=gold
Official DINETTE Instagram account (in Japanese only)@dinette_inc

BULK HOMME defines its mission as earning the No. 1 share
BULK HOMME is supporting the lifestyles of men around theworld through men’s beauty products. Expanding into Asia in2017 and then into the United Kingdom and France in 2020,
this company has continued to steadily grow its fan base.
BULK HOMME only offers products with assured quality
verified through a process of repeated inspections. Its physical flagship shop allows customers to try out cosmetic products and feel the actual textures of skin products while talkingwith staff members.

BULK HOMME THE STAND shop that uses the latest
technologies to recreate the brand’s aesthetic(Shinjuku Marui Main Building)

Official BULK HOMME website (in Japanese only)
bulk.co.jp/
Report on MARUI GROUP’s employee visit to BULK HOMME THE STAND shop(in Japanese only)
www.to-mare.com/news/2021/bulk-homme.html

VOICEOur new flagship shop has seen positive reception.
BULK HOMME is a brand founded on the goal of capitalizing on Japan’s acute talent for research andevents. We also arrange live broadcasts with the produc-

development on beauty and skincare products to earn fame around the world. We decided to set up shop

ers of these brands to give followers a behind-the-in a Marui store after developing a line of cosmetic products for men, as it is important to have a place andscenes look at the origins of these brands and theservices that allow people to try out products, especially cosmetics. Fortunately, our new flagship shop has

production of their confections. You can even get

54

Empowerment of Men Worldwide throughMen’s Beauty Productsof the global men’s skincare market. Inspired by this mission,monthly confection sets, recommended brands, andOfficial vee ga boo Instagram account (in Japanese only)@vee_ga_boo_official

PHOEBE BEAUTY UP shop providing an environment for
taking photos to post on social media (Yurakucho Marui)reason this brand is loved by so many.

will be treated to up-to-the-minute information on ourexclusive coupons and other bonuses.

MARUI GROUP continues co-creation with brand holders that resonate
with our ideal of supporting individual preferences. Here, we will lookat two such companies that have recently opened flagship shops inMarui stores: DINETTE inc. and BULK HOMME Co., Ltd.
Both of these brands have won strong support from customers forthe high levels of craftsmanship they devote to their exquisite products as well as for the overall narrative associated with these brands.
The flagship shops are steeped in the aesthetic of their respective
brands, and their knowledgeable staff are reliable sources of beauty
advice. Both shops are sure to offer something that you will love.

seen positive reception from a wide variety of customers, ranging from those who have previously pur-Takuya Noguchi

chased our products online to those who had their first experience with our products at the shop.

CEO and Representative Director,
BULK HOMME Co., Ltd.

55