BUSINESS OVERVIEW

Product Marketing

Production, Sale, Distribution and Advertising of Publications and the Tokorozawa Project

In product marketing, we produce, sell, distribute and advertise publications, and promote the experience business, particularly the Tokorozawa Project. In the publishing business, we strategically publish 5,000 new publications annually. In the sales division, we promote hybrid marketing—the marketing of print publications and electronic publications—and efficient sales through a reform in the distribution of publications. In the production division, we produce new publications and are promoting the digital printing of vast archives. Meanwhile, we are developing the experience business, operating “Narita Anime Deck”, “Kyushu Anime Deck” and “Tokorozawa Sakura Town”. We sell goods in connection with the experience business. The overseas bases send inbound tourists to Japan, and we monetize them.

Experience Business, Inbound Business

Tokorozawa Sakura Town
Tokorozawa Sakura Town

©KENGO KUMA & ASSOCIATES
©KAJIMA CORPORATION

In cooperation with the Tokorozawa city government, KADOKAWA is undertaking “the Cool Japan Forest initiative” to create a city with balance among greenery, culture and industry that everyone wants to live in and visit. “Tokorozawa Sakura Town”, a complex that realizes production and distribution reform in the publishing business, the Company’s core business, and at the same time, shows Japanese pop culture, opened in 2020 as a facility that plays a central role in the initiative. The complex is in the Higashi Tokorozawa area, which can be reached in about 90 minutes by public transportation from Narita Airport or Haneda Airport.

In “Tokorozawa Sakura Town”, a book production and distribution plant will be established. The plant will have cutting-edge digital printing facilities and will facilitate the manufacturing and sales of books on demand. We will be able to deliver books to the people who need them, when they need them. The entire process is controlled by computers, and the period from sales order to delivery will be shortened significantly. We will carefully produce individual books, which will never be out of stock, for readers worldwide.

“Kadokawa Culture Museum”, which is operated by the Kadokawa Culture Promotion Foundation, is an unprecedented project that combines an art gallery, a museum, and a library. It is a complex cultural museum that captures the imagination of visitors who will go back and forth between the real world and a virtual world.

Kadokawa Culture Museum
Kadokawa Culture Museum

Kadokawa Culture Museum

©KENGO KUMA & ASSOCIATES
©KAJIMA CORPORATION

“Tokorozawa Sakura Town” has event halls, a hotel, restaurants and stores. As one of the largest facilities to convey Japanese pop culture, Tokorozawa Sakura Town will communicate the appeal of Japanese content around the world.
“The Tokorozawa campus", a new KADOKAWA office, will be established in Tokorozawa Sakura Town. The office has floorspace for approximately 1,000 people. It will have an environment for creative work that will promote the development of content to be released to the world. At the Tokorozawa campus and the Tokyo campus, we will pursue diverse ways of working and work-life balance.

Da Vinci Store

Da Vinci Store

EJ Anime Hotel

EJ Anime Hotel

©ILYA CORPORATION2018

Canteen KADOKAWA

Canteen KADOKAWA

©2019 MANERE Co.Ltd.

Musashino Reiwa Shrine

Musashino Reiwa Shrine

©KENGO KUMA & ASSOSIATES
©TANEMURA Architect & Associates

Digitization and IT are developing remarkably, and the creation and dissemination of information are expanding and diversifying rapidly. Against this backdrop, we will center on the functions of “Tokorozawa Sakura Town” and will strive to change the industry structure to promote the following: creation and transmission of new culture and content; collection, exhibition and storage of Japanese contemporary cultural works; cultivation of human resources that will create culture and formation of opportunities for activities; coexistence of the digital world and real world and the combination of their advantages; harmony with the nature, products, and life of the region; and achievements in regional revitalization and inbound tourism. In this way, we will endeavor to create a new ecosystem in the next generation.

Tokorozawa Sakura Town official website
Narita Anime Deck, Kyushu Anime Deck
Narita Anime Deck

Narita Anime Deck

In November 2019, we opened “Narita Anime Deck”, a hands-on entertainment facility with the theme of animation, where visitors can buy goods and enjoy food and beverages on the second floor of the main building of Narita International Airport Terminal 2. “Narita Anime Deck” is a new type of entertainment facility where visitors can experience globally acclaimed Japanese animation culture and the appeal of characters through goods, food, events and photo-shooting areas. The facility has three sections: a shop, a restaurant and an entertainment café. Visitors can buy animation and games, among other goods, and can enjoy a menu associated with popular animation and stage events. As part of the opening events, goods and food associated with Love Live! Sunshine!! and Bungo Stray Dogs were sold or served.
KADOKAWA opened “Kyushu Anime Deck” in “SAKURA MACHI Kumamoto”, a commercial facility in Kumamoto, in September 2019 to increase recognition of the KADOKAWA brand in Japan and in Asia.

Restaurant INUA
INUA

Considering that food is a means to amplify the inbound business, KADOKAWA started a restaurant business in June 2018, where it welcomes inbound tourists from around the world with the best hospitality.
KADOKAWA has entered into a partnership with René Redzepi from the restaurant Noma in Copenhagen, Denmark, which ranked number one on “The World’s 50 Best Restaurants list” four times and has opened the restaurant “INUA” in Iidabashi, Tokyo. “INUA” is headed by Chef Thomas Frebel, who once worked at “Noma”. Staff from many different countries travel across the country and find ingredients growing in a variety of climates. They are creating new value in food through free thinking and an insatiable quest for knowledge.

Restaurant INUA
Restaurant INUA

It is a pleasure that we have attracted attention from journalists and food experts in Japan and overseas since the restaurant opened. In February 2019, we received Arrival of the Year in the “World Restaurant Awards 2019” held in Paris. We are the only new restaurant to receive two stars in the “Michelin Guide Tokyo 2020”, which was released in November 2019.
“INUA” means a spirit that exists in all creatures and plants in Inuit mythology, which expresses the nature of the Inuit living in Greenland of Denmark. We hope that guests will enjoy sophisticated flavors in a warm atmosphere based on Japanese and Nordic cultures that are profoundly rooted in nature.
*Note: INUA is closed for a long period of time to prevent the spread of COVID-19.

INUA official website

Production and Distribution of Publications

Production and Distribution of Publications

In “Tokorozawa Sakura Town”, a book production and distribution plant will be established. The plant will have cutting-edge digital printing facilities and will facilitate the manufacturing and sales of books on demand. We will be able to deliver books to the people who need them, when they need them. This method greatly improved from general Print on Demand system and the entire process is controlled by computers, so that the period from sales order to delivery will be shortened significantly. We will carefully produce individual books, which will never be out of stock, for readers worldwide.

Production and Distribution of Publications

Cutting-edge book production equipment, BEC, was used to promptly reprint The Chemical History of a Candle.
Dr. Akira Yoshino, a Nobel laureate in chemistry, said that The Chemical History of a Candle by Michael Faraday was the starting point of his interest in chemistry, after which many orders were placed for the book under “Kadokawa Bunko” and “Kadokawa Tsubasa Bunko”. KADOKAWA promptly reprinted the item (80,000 copies in total). It produced and shipped the copies quickly, using state-of-the art book production equipment, BEC. KADOKAWA will promote the digitization of communication and then the digitization of action.

Group companies

  • KADOKAWA UPLINK LTD.

    KADOKAWA UPLINK, headquartered in Okinawa, supports the base of the comprehensive content, including books, magazines, movies, animation and games, of KADOKAWA under different brands.
    KADOKAWA UPLINK transmits a range of different types of entertainment information.

  • KADOKAWA KEY-PROCESS CO., LTD.

    KADOKAWA KEY-PROCESS is a production company that continues to evolve pre-press techniques and completely control data to produce multiple types of publication content.

  • KADOKAWA BOOK NAVI

    KADOKAWA BOOK NAVI promotes sales for a variety of publications of the KADOKAWA group. Staff nationwide regularly visit bookstores and propose displays based on information about hit products and video adaptations. The motto is “Be a bridge between KADOKAWA and readers through the maintenance of displays at bookstores.”

  • KADOKAWA MEDIA HOUSE INC.

    KADOKAWA MEDIA HOUSE supports the KADOKAWA group and entertainment companies in intellectual property marketing. It is a business solution company that provides support for the planning of advertising and promotions, creative direction, the planning and production of events, space production and the operation of the experience business.

  • COOL JAPAN TRAVEL, INC.

    COOL JAPAN TRAVEL is a travel planning company jointly established by WILLER, which provides mobility solutions, and KADOKAWA, which creates Cool Japan content, in particular animation, comics and information on restaurants. COOL JAPAN TRAVEL uses Cool Japan content, primarily animation, comics, and games and provides services, including official tours related to animation and games and for fans of voice actors and creators. The company provides tours that offer a special experience related to content for fans of works and artists in Japan and inbound tourists from around the world.
    ◆ Travel Industry Tokyo Governor Registration No. 2-7337

  • J-GUIDE MARKETING CO., LTD.

    J-GUIDE MARKETING creates content and business for the Chinese market. The company gains fans of Japan in the fields of nature, culture, food, entertainment and lifestyle, among other fields, by creating and distributing appealing content, leveraging KOLs (influencers) having active followers, and analyzing data objectively and connect the fans and clients. The company uses excellent Chinese human resources who are familiar with the Chinese market and have business connections. It closely cooperates with the Group’s bases in China and accumulates local information that competitors lack.

  • BUILDING BOOK CENTER CO., LTD.

    BUILDING BOOK CENTER plays an important role to connect content and customers, including production of the KADOKAWA group’s publications and online sales of books and goods. At “Tokorozawa Sakura Town”, the company will produce and distribute high-quality publications faster than ever, leveraging cutting-edge equipment.