Some business professionals may have heard about "content marketing" or "fan marketing" – approaches that target based on preferences like "loves XX" rather than attributes like age, gender, or occupation, and build businesses around that. The idea is to share products, services, and information that match the target's interests and needs, fostering deeper relationships to build stable business. Putting this into practice in the business world is no simple task.
Therefore, in this article, we interviewed Kenta Yukawa of rakanu Inc. to gain insights on "capturing fans with strong preferences." Mr. Yukawa operates multiple "breed-specific media" platforms focused on specific target audiences, such as the French Bulldog-specialized web media "FRENCH BULLDOG LIFE." We asked Mr. Yukawa, who continues to lead the forefront of fan marketing, about the key points of media operation.
Pet owners are incredibly diverse. Yet, I saw an opportunity precisely because only "general-interest media" existed.
Kenta Yukawa, Rakanu Inc.
Q. Mr. Yukawa, you operate "breed-specific media." Starting with "FRENCH BULLDOG LIFE," which focuses solely on French Bulldogs, you now run "SHIBA-INU LIFE," "Retriever Life," and "Dachshund Life." Catering to such hyper-specific needs requires consistently building and retaining a dedicated fanbase. Through this experience, I imagine you've developed practical "fan marketing know-how" beyond conventional "marketing theory." First, could you tell us about the career path that led you to operate these specialized media platforms?
Yukawa: I founded my current company in 2014, but my original career was in business consulting and digital marketing, including stints working on-site at major IT companies. While doing that work, I encountered the French Bulldog specialty magazine 'BUHI', which launched in 2006. That experience made me want to start my own media venture. So, in 2016, I launched "FRENCH BULLDOG LIFE" as a French Bulldog specialty web media.
Q. Launching a media venture out of the blue, and one focused on a specific dog breed at that, must have taken considerable courage. What was your thinking behind it?
Yukawa: Japan faces significant challenges with its declining birthrate and aging population. Within this trend, it's said that the number of pets now exceeds the number of children. For example, according to the Ministry of Internal Affairs and Communications, the number of children under 15 years old was 14.93 million, the lowest on record (as of April 1, 2021). Meanwhile, the total number of dogs and cats kept as pets is approximately 16.05 million (Pet Food Association survey, fiscal year 2021). Furthermore, the total pet-related market (pet food, pet supplies, live animals + services) in 2022 is projected to be approximately ¥1.7 trillion (Yano Research Institute survey). Interestingly, while the number of dogs and cats kept is showing a slight downward trend, the market is actually seeing a slight increase. This means the amount of money spent per pet is rising. Consequently, at the very least, Japan's pet-related market can be considered a "growth market."
Furthermore, examining trends in pet-related search volumes reveals that while overall search numbers haven't fluctuated significantly, searches for specific dog breeds are increasing. This indicates a growing demand not just for "learning about pets" or "learning about dogs," but specifically for "learning about French Bulldogs" or "learning about Shiba Inus." We concluded that responding to this specific demand would be the right approach.
Even within "dogs," there's a wide range, from small breeds like Chihuahuas to large ones like Retrievers. And actually, traits like personality and physical characteristics vary completely depending on the "breed." However, existing pet-related media mostly provided generic information, generally not limited to specific breeds. Seeing this situation, we thought providing breed-specific information would better meet owners' needs. So we decided to challenge ourselves: launch a media platform dedicated to one specific breed, build engagement with fans, and then scale this approach horizontally to other breeds. We believed that being breed-specific would allow us to truly address owners' concerns and attract readers with clear, focused intentions.
Do everything possible from the start. One success leads to the next.
Q. I see. Hearing that makes me feel breed-specific media has potential distinct from "general pet media." That said, launching such a platform must have raised various concerns. For example, weren't you worried about whether the media could truly scale?
Yukawa: We definitely had concerns. That's why, when we launched, we planned to "do absolutely everything we could." Beyond information sharing, we started with e-commerce, real-world events, and insurance services right from the beginning. We saw that if we could get one breed established, we could then expand to other breeds. So, rather than relying on economies of scale, it was more about doing everything we could.
Q. Focusing on one breed might make readers feel the article content isn't high enough quality to satisfy them. Were you confident about that?
Yukawa: Originally, there was a French Bulldog specialty magazine called 'BUHI' that started in 2006. We launched "FRENCH BULLDOG LIFE" by integrating with that staff, so in that sense, the framework to consistently produce high-quality articles was already in place from the start. Within that, we focused on publishing articles that seriously addressed owners' concerns, rather than positioning ourselves as an "animal entertainment media."
When creating articles, we researched what concerns owners were searching for, but the search volume itself wasn't particularly high. In other words, few owners had clearly defined problems. Yet, in reality, they were "vaguely troubled by various things." So, while we don't focus on articles designed to drive organic traffic, we put effort into creating content that makes readers want to keep browsing the site.
If you get too close to your fans, they'll get bored. We deliberately maintain a moderate distance.
Q. What do you focus on to increase reader engagement with the site?
Yukawa: To be blunt, we consciously avoid "getting too close" to readers. Rather than constantly responding to what readers "want!", we take a stance where we maintain a bit of distance and lead them by suggesting, "Wouldn't you like something like this?"
Getting too close risks making them lose interest. We want to project a cool, stylish presence—one where people feel proud to say publicly, "I love FRENCH BULLDOG LIFE." To achieve that, maintaining a slightly unattainable position is key. Sorry for sounding arrogant (laughs).
Q. So it's more about "staying half a step ahead" rather than "responding to what they want"? How do you execute projects that stay half a step ahead of readers?
Yukawa: It might be fundamental, but I think the most important thing is that "this is made by someone who absolutely loves that breed (like French Bulldogs)." Someone who loves French Bulldogs and adores their owners, someone who thinks about dogs all day long. It's about shaping the world inside that person's head. What we prioritize in planning is "how excited the editor themselves gets = whether there's genuine, palpable excitement." Most of this can't be explained by numbers or logic, but I believe that's precisely why we can stay "half a step ahead of the reader." The projects that actually get a great response are mostly like this, and we value the flow of building on that success for the next project.
Fans' buttons of interest are diverse. It's less about the means and more about whether there's "something unique only found there."
Q. Your work involves media projects. Yet, in focusing on people interested in a specific dog breed, you're essentially practicing "fan marketing." What do you see as the key to successful fan marketing?
Yukawa: When it comes to creating media, it might sound like a very common answer, but I think it boils down to "not letting fans get bored." If you think of "media = publishing articles," it tends to focus on what to do with text, images, and videos. But we also do EC (selling original products) and real-world events. What's crucial is having something unique that can only be found there. It could be services, products, or events – the means doesn't matter. Ultimately, I believe it's vital to hit a lot of different balls, not just focus on the content of articles.
Fundamentally, defining who counts as a "fan" is also crucial. Is visiting the site once a month enough? Once a week? Or is it more important they make purchases even if they don't visit often? Currently, we prioritize increasing visit frequency. How do we boost monthly visits to weekly? Are articles, original products, or discussion events the means to achieve that? Fans have diverse interests, so stimulating them is key. For example, we often create original products and sell them via our e-commerce site. Honestly, these aren't in the most affordable price range, but thankfully, they usually sell out almost immediately upon release. We don't produce large quantities, but by frequently launching items fans find interesting, they're motivated to check back often. We prioritize creating that sense of delight.
Q. What kind of future developments are you considering?
Yukawa: For our "to C" audience, we're focusing on "real-world events." Just recently (November 2022), we held our first live event, "French Bulldog LIVE 2022." It was a first-of-its-kind domestic attempt combining a "dog event × music festival," featuring booths from 100 French Bulldog-related businesses and live performances by artists like Schadaraparr, a French Bulldog owner. Thanks to everyone's support, we had approximately 4,000 French Bulldog owners and 2,500 dogs participate, and we feel very encouraged by the response.
Yukawa: From a "to B" perspective, we aim to be at the forefront of marketing to pet owners. This means viewing the market not from a "pet-centric" viewpoint, but from an "owner-centric" one.
When people start owning dogs, their consumption behavior changes significantly. For example, when traveling, they start seeking "pet-friendly accommodations." They want cars, clothes, and shoes that make it easier to go out with their dogs. This is the same as how parenting generations choose things based on a "child-centric" perspective. In home appliances, products advertised as "cleaning the air" might not appeal, but if they're marketed as "good for preventing allergies in children," people buy them. Similarly, even if a product isn't specifically designed for dogs, owners will choose it if it's described as "good for your dog too." We want to further evolve this kind of marketing.
I used to think that since we're a "breed-specific media," the key was consistently delivering articles matching readers' preferences. But Mr. Yukawa's view that "the means don't matter" is highly insightful. What's crucial is "how to stimulate fans" and how persistently we can do everything possible to achieve that. To do this, we must thoroughly understand "who these fans are."
Conversely, understanding fan preferences transforms the marketing landscape. "The same product or service can become something they want, simply by being presented from the perspective of their own needs." Isn't this the very essence of marketing? Real fan marketing means thoroughly engaging with customer needs. It's not something special; it's simply about doing marketing to its fullest potential.
The information published at this time is as follows.
After graduating from university in 2009, he worked at a marketing consulting firm before founding rakanu Inc. in December 2014. He dedicated himself to expanding the company's digital marketing business, including customer acquisition support and business consulting. In December 2016, he launched the "Pet Business," developing numerous breed-specific media platforms—a first in Japan—and growing it into the company's core business.
