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TYO

TYO Inc. is a prominent media production company specializing in the strategic planning, creation, and production of and communication content, including television commercials, , cross-promotions, and projects. Established on April 2, 1982, and headquartered at the Daiwa Akasaka Building in Tokyo's ward, TYO Inc. has built a reputation for transforming client messages into compelling visual and experiential content using teams of professional producers and directors. With a capital of 100 million yen, the company reported sales of 16.7 billion yen for the ending December 31, 2024, and employs 309 staff members as of January 2025. TYO Inc. is publicly traded on the under the ticker 4358 and operates as a wholly owned of KANAMEL Inc. (formerly AOI TYO Holdings Inc.), which was acquired by the global investment firm in 2021, with the latter retaining majority ownership following the sale of a 22.1% stake to Holdings, Inc. in April 2025. The company emphasizes innovation in , supporting sustainable practices such as paperless operations and diverse work styles in line with SDGs, while fostering a vision of undistorted communication to promote societal coexistence of varied values. TYO Inc. has earned international recognition for its creative excellence, including wins at prestigious events like the Cannes Lions International Festival of Creativity and the , highlighting its influence in the global advertising industry.

History

Founding and early development

TYO Inc. was established on April 2, 1982, as TYO Productions Inc., a television advertisement in , . The company was founded by Hiroaki Yoshida, who served as its president and representative director, along with five other commercial creators, including Kazuyoshi Hayakawa. Initially headquartered in , Ward, with a starting capital of 100 million yen, TYO focused on the , , , and of advertising content, particularly TV commercials. The name "TYO" derives from 's international airport code, symbolizing its deep ties to the city's vibrant creative ecosystem. In its formative years through the and , TYO built its reputation exclusively in the sector, where TV commercials accounted for 100% of its business. The company quickly gained recognition for high-quality , earning a Gold Prize at the International Advertising Festival in 1987 and the All-Japan CM Grand Prize in 1989, which it repeated in 1990. These achievements highlighted TYO's core competencies in crafting compelling commercials for major Japanese brands, establishing it as a key player in the industry. By the late , TYO had relocated its headquarters to Akasaka, Minato-ku, and expanded its capabilities, launching production in 1994 and entering game software operations in 1995. Entering the early 2000s, TYO continued its foundational growth by diversifying within while maintaining its advertising roots, initiating music-related in 2000 and web production in 2002. This period marked the integration of companies like , founded in 1993 and joined the TYO group around 2003, which focused on animation and supported broader creative services. By this time, TYO had solidified its position as the third-largest TV commercial production firm in , behind and alongside competitors like AOI Pro.

Expansion and public listing

In 2002, TYO Inc. listed its shares on the JASDAQ exchange, transitioning from a private entity to a publicly traded and gaining access to capital markets for further expansion. This listing enhanced the 's credibility and supported its scaling of advertising production operations. By the ending September 2005, TYO achieved consolidated sales of ¥19.8 billion, reflecting a 32.6% year-over-year increase primarily driven by heightened volume in television commercial production and direct dealings with advertisers since 2003. This revenue growth underscored the 's maturing position in Japan's media production sector. Diversification efforts during this period extended beyond core into broader services, with the segment comprising 26% of total revenue by 2005, encompassing game software development and early initiatives. A key step was the integration of 5pb., a game-focused entity, in April 2005, bolstering TYO's entry into production. To support operational expansion, TYO established TYO as an interim in in March 2006, facilitating global infrastructure development amid staff growth that reached 568 employees by December 2005. This move accommodated the increasing workforce and international ambitions, peaking group employment above 500 during the mid-2000s.

Mergers, acquisitions, and recent changes

In 2017, TYO Inc. merged with Pro. Inc. to establish TYO Holdings Inc. as a joint , consolidating their production assets and creating one of Japan's largest creative production groups focused on advertising and media content. This integration allowed for streamlined operations across , , and , with TYO operating as a key subsidiary under the new structure. AOI TYO Holdings Inc. underwent a led by in September 2021, resulting in Carlyle acquiring all outstanding shares and delisting the company from the . This transaction made TYO Inc. a wholly owned of the , with the strategic rationale centered on leveraging Carlyle's resources to fuel long-term growth, including capital for , talent recruitment, and expansion into new markets. The deal emphasized enhancing the group's competitive edge in creative production amid evolving global media demands. In April 2024, AOI TYO Holdings Inc. rebranded to KANAMEL Inc., reflecting a renewed focus on innovative content creation and operational synergies across its subsidiaries, including TYO Inc. This name change accompanied internal restructuring to better align with strategic goals in advertising and digital media. On April 30, 2025, KANAMEL Inc. entered a capital and business alliance with Nippon Television Holdings, Inc., through which Nippon TV acquired a 22.1% stake from Carlyle, fostering deeper collaboration in content production. The partnership aims to combine Nippon TV's broadcasting and IP development strengths with KANAMEL's creative expertise—particularly in animation and high-impact projects—to create globally competitive content, including joint ventures for new intellectual properties and overseas market expansion. As of January 2023, TYO Inc. employed 280 staff members, supporting its core production activities. By January 2025, this figure had increased to 309 employees, reflecting adjustments from group-wide integrations and the recent alliance, which have bolstered staffing for enhanced content synergies.

Business operations

Core production services

TYO's core production services revolve around the planning and execution of traditional media content, particularly in advertising and video production, with the MONSTER division serving as the primary hub for these activities. Established in 2002, MONSTER specializes in creating high-impact TV commercials, promotional videos, and cross-media campaigns that integrate multiple formats to deliver cohesive messaging for clients. This division employs a collaborative approach, drawing on a network of domestic and international talent to handle complex projects that require precision and creativity under tight constraints. The production process at begins with scripting and concept development, where producers and directors under the "WHOAREYOU" initiative outline narratives tailored to client objectives, often emphasizing emotional resonance and brand storytelling. Filming follows, utilizing advanced live-action techniques combined with hybrid elements such as practical effects and digital enhancements, a refined by TYO since its inception in the early to adapt to evolving industry demands. Post-production involves editing, sound design, and by specialized teams, including the hybrid unit formed in 2019, which merges producers, camera operators, and editors for seamless workflow efficiency. These processes ensure deliverables that meet rigorous quality standards, as evidenced by 's multiple wins at international awards like Cannes Lions and . In the Japanese market, TYO, through MONSTER and related units, maintains a strong position as one of the leading advertising production companies, historically ranking among the top three in TV commercial output prior to its 2017 merger with AOI Pro., which elevated the combined entity to the largest in the sector. Services extend to major consumer brands across industries like food, automotive, and cosmetics, providing end-to-end solutions from initial ideation to final delivery for campaigns that drive consumer engagement. For instance, MONSTER has produced promotional content for global clients requiring culturally attuned visuals, showcasing TYO's capability in handling diverse project scales.

Digital and consulting divisions

TYO's digital and consulting divisions provide strategic advisory services and beyond traditional production, emphasizing brand strategy, planning, and innovative content ideation to help clients enhance communication and engagement. These divisions offer consulting on redefining corporate visions into visual narratives, including inner branding initiatives that foster employee motivation and through targeted video content. For instance, TYO has supported clients in developing marketing movies aimed at reputation enhancement and , as well as SNS policies for sustained online presence. A key component of these efforts involves and , such as the capital and with AnyProjects , a team, to co-create new value in creative solutions and consulting for emerging media formats. In the digital realm, TYO's subsidiaries handle , CG production, and planning for (xR) content, including experiences that enable immersive storytelling and interactive promotions. This includes services for web movies, campaigns, and data-informed optimizations for online promotions, allowing brands to adapt content across digital channels like and apps. To expand its digital footprint internationally, TYO acquired a 25.1% stake in , a Thai-based agency specializing in web content, videos, and , in 2016; this partnership facilitated data-driven campaign strategies until Accenture's acquisition of in 2023. Complementing these operations, TYO launched the TYO Student Movie Award in 2021, an ongoing initiative that scouts emerging talent by challenging students to produce 60-second short films on annual themes, such as "Rules" for the 2025 edition, thereby nurturing skills and content ideation capabilities. The award, now in its fifth edition as of 2025, offers cash prizes up to ¥1,000,000 and judging by industry professionals to bridge educational development with professional production.

Technological innovations and partnerships

In 2024, TYO Inc. partnered with ProAI Inc. to develop workflow tools, including Card Command, which facilitates automated and supports human- hybrid production processes for enhanced efficiency in professional . TYO is set to showcase its advancements in (XR) production at Inter BEE 2025 (November 19–21, 2025) through the DO the XR initiative, presenting immersive festival experiences that integrate XR for performers and audiences, highlighting innovative applications in live events and media. As part of its forward-looking investments in for , TYO has a dedicated Generative AI project team focusing on integrating generative tools into , particularly for and commercials, to streamline workflows and explore hybrid creative methods. In April 2025, TYO's parent company KANAMEL Inc. extended its alliances through a capital and business partnership with Holdings, Inc., enabling tech-integrated production across the group, including TYO's contributions to advanced pipelines.

Corporate structure

Ownership and governance

TYO Inc. operates as a wholly owned of KANAMEL Inc., a established through the 2017 integration of AOI Pro. and TYO, with the subsidiary structure solidified following the formation of the joint holding entity. KANAMEL itself is majority-owned by , a global investment firm that completed its acquisition of the company (then AOI TYO Holdings Inc.) in September 2021 via a , taking it private. The Carlyle Group's ownership includes representation on KANAMEL's board through part-time directors, ensuring strategic oversight aligned with investor interests, though specific identities of Carlyle-affiliated members are not publicly detailed in recent disclosures. As of 2025, TYO's leadership falls under KANAMEL's group executives, with Hiroshi Hayafune serving as a key corporate officer overseeing TYO's operations. At the group level, Yasuhito Nakae holds the position of Representative Director and Group CEO, while Hiroaki Uekubo is Representative Director and Group COO, and Satoshi Yuzurihara manages as Director and Group CFO; these roles guide TYO's strategic direction. KANAMEL's governance framework emphasizes ethical standards and diversity initiatives, including policies to promote inclusive hiring and professional development. For instance, TYO reported 309 employees as of January 2025. Financial oversight for TYO is integrated into KANAMEL's reporting structure, involving annual consolidated submitted to for review and alignment with performance metrics. Following the 2021 delisting from the , TYO and KANAMEL comply with Japanese regulations for non-listed entities, including internal audits and disclosures under the Companies Act, without public filing requirements. In April 2025, KANAMEL entered a capital and business alliance with , through the latter's acquisition of a 22.1% minority stake, establishing KANAMEL as an equity-method affiliate. This partnership fosters collaborative opportunities in content production and distribution but preserves TYO's operational autonomy, as the stake is non-controlling and does not alter Carlyle's majority influence on key decisions.

Current group companies

K&L Inc. serves as a key subsidiary within the KANAMEL group, functioning as a comprehensive advertising agency that handles global branding, content marketing, digital communications, and event production, including press events and live content creation. MONSTER operates as an internal division of TYO, functioning as a semi-autonomous production team dedicated to challenging media projects beyond traditional television commercials, such as online videos, music videos, graphics, and promotional content. These entities, along with other group affiliates like TREE Digital Studio Inc. for post-production and VFX services, and tko Inc. for and event support, provide specialized inputs that enhance TYO's core advertising production through integrated creative and technical capabilities.

Former subsidiaries and divestitures

In 2007, TYO acquired a controlling stake in , the renowned Japanese studio behind the Ultraman franchise, by purchasing 80% of parent company Tsuburaya Enterprises and 68% of itself for approximately ¥80 million. This move aimed to leverage Tsuburaya's for broader media synergies, but TYO later divested due to a strategic refocus on its core television commercial production business. By July 2009, TYO sold a 33.4% stake in to Co., Ltd. for ¥900 million, retaining majority control while partnering with the toy manufacturer to capitalize on merchandising opportunities. In March 2010, TYO completed the full divestiture by selling its remaining 51% stake to Fields Corporation, a pachinko machine maker, for ¥1,091 million in a self-financed transaction that made a consolidated subsidiary of Fields (with holding the other 49%). The combined proceeds from these sales, exceeding ¥1.99 billion, provided significant capital to fund TYO's expansion in advertising and production services. Around the same period, TYO exited its in-house efforts amid shifting market dynamics and operational challenges in the sector. In the ending July 2009, the company recorded a full from game software operations, incurring special losses of ¥1,591 million and provisions for losses totaling ¥2.6 billion related to overextended funding for game-related entities. This retreat followed years of misjudged market trends, inventory surpluses, and development delays that strained resources, prompting a shift away from high-risk in-house game production toward more predictable revenue streams. Prior to its 2017 merger with AOI Pro. to form AOI TYO Holdings, TYO also divested several minor digital and subsidiaries, streamlining its portfolio and realizing gains that supported growth. These actions underscored key lessons in corporate evolution, including the value of concentrating on stable sectors over diversified ventures prone to , ultimately enhancing TYO's financial resilience and operational focus.

Notable contributions

Key productions and projects

TYO Inc. has established its reputation through a series of innovative campaigns that leverage cutting-edge production techniques to highlight client technologies. In the 2010s, the company contributed to high-profile projects that blended conceptual creativity with practical demonstrations, often addressing production challenges such as integrating real-time mechanical innovations into narrative-driven visuals. These efforts not only showcased client brands but also pushed boundaries in visual for the automotive sector. One standout 2010s project was the "Toyota Barista" online film, produced in collaboration with ADK Asatsu-DK for . Released in 2015, the campaign captured energy generated from a hybrid race car's during the endurance race, using it to power a coffee machine that served 171 on-site. This innovative approach overcame logistical challenges of filming at a high-speed event, including coordinating with race teams to harness and visualize the in a relatable, everyday context like brewing , thereby emphasizing the efficiency of 's hybrid technology without external charging. Another influential 2010s production was the "ProPILOT Chairs" concept for , created with TBWA[Hakuhodo](/page/Hakuhodo) and released in 2016. The ad featured a fleet of autonomous chairs navigating a at a , mirroring Nissan's ProPILOT driver-assistance system to eliminate waiting fatigue. Production involved engineering functional prototype chairs equipped with sensors, cameras, and motors to simulate self-driving behavior in a crowded urban setting, tackling challenges like ensuring safety during dynamic movements while maintaining seamless integration with live-action footage for a humorous, memorable . The effectively translated complex autonomous driving concepts into an accessible, demonstration of the technology's potential. In the , TYO expanded into cross-media digital projects, including the "Another Side of Japan" content series launched in 2024. This initiative promotes by showcasing lesser-known regions through short videos highlighting traditional crafts, , and hidden spots, distributed across platforms and video sites. Drawing on group synergies for content creation, the series addressed post-pandemic travel shifts by blending with virtual explorations of rural , achieving over 100,000 followers within its first year and fostering audience engagement through interactive regional spotlights.

Awards and industry recognition

TYO has garnered significant recognition for its contributions to advertising and content production, particularly in international creative festivals. In 2000, the company entered the Coca-Cola campaign at the London International Advertising Awards (LIA) in the Television/Cinema: Campaign category, highlighting its early excellence in television and cinema production. Later, in 2012, TYO secured a Gold Lion at the Cannes Lions International Festival of Creativity in the Film: Interactive Film category for its production of the Google Chrome interactive film, underscoring its innovative approach to digital storytelling. In recent years, TYO's directors and productions have continued to receive accolades at global events, reflecting the company's ongoing impact on creative advertising. At The One Show 2024, TYO contributed to the award-winning ProPILOT MOP campaign by Nissan, earning a Bronze Pencil in the Direct Marketing: Experiential / In-Person Events category for its role in immersive in-person activations. In 2019, TYO's stop-motion animator Kenta Shinohara was honored with the Young Guns 17 Creative Choice Award, recognizing emerging talent within the studio. For 2025, director Ryotaro Nishi's short film "UPSIDE - DOWN GENIUS" won the Japan Best Short Award and the Governor of Tokyo Award at the Short Shorts Film Festival & Asia (SSFF & ASIA). Additionally, Mika Sasaki's directorial work "IM PERFECTION" earned the Fabulous Five Jury Commendation at ADFEST 2025 in the New Director category and a shortlist placement at the Young Director Award 2025 in the Short Film division. The same year, TYO received a Silver award at the Cíclope International Advertising Craft Festival for production design in the music video for ILLIT. In September 2025, work produced by TYO won 2 Crystal Awards at MAD STARS 2025. The TYO Student Movie Award, established in the 2010s, plays a key role in fostering industry talent by providing a platform for student filmmakers to gain recognition and professional feedback. In 2025, the award featured prominent special jurors, including actor and festival president Tetsuya Bessho, who contributed to selecting outstanding short films. TYO maintains a strong industry standing as one of Japan's leading ad production companies, historically ranked second in TV commercial production volume as of 2010. This position has been bolstered by strategic partnerships and global exhibitions, enhancing its visibility in the evolving media landscape.

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