Customer Experience

Retail investors “don’t look at things based on numbers alone.” So, how should we approach them?

Now that the general public is becoming a key stakeholder in IR activities, how should companies engage with individual investors? With the new NISA system gaining traction, investing has become more accessible to the average person. The total number of individual shareholders in Japan has now exceeded 80 million...

Yasumi Minato, Yu Maeda

IR × Branding in the Age of Individual Investors [2/2]

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“Opening a sake brewery that has been closed for 200 years to the community.” What is this unprecedented, integrated brand experience design?

Our guest is Satoshi Hamamoto, a spatial producer at Dentsu Live Inc. He will present a case study of the “&KASEN Project,” which opens the 200-year-old “Tamura Sake Brewery” in Fussa City, Tokyo, to the public. Dentsu Live Inc. proposed and built an integrated brand experience spanning all touchpoints—including facility development, the launch of food and beverage operations, merchandise development, the commercialization of guided tours, and PR strategies.

Satoshi Hamamoto

Events Can Contribute to BX! —Dentsu Live Inc.: Pioneering the Future with Expertise and Creativity [5/5]

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From “Reaching” to “Being Chosen”: What Is Media Strategy in the AI Era?

We are moving toward a world where AI learns from and organizes countless pieces of information and content from around the globe, providing each individual with the optimal answer.Consumers no longer need to actively seek out information themselves. Information disseminated by companies is first vetted by the consumer’s “AI agent”—a gatekeeper—which determines whether it reaches the consumer’s eyes. The premise of “how to deliver it” is crumbling. Now, the question “Is this a brand that will be chosen by AI?” is becoming the starting point for planning.

Isao Asada

Information Media White Paper ~ The Forefront of Planning 2026: “Connection Planning in the AI Era” ~ [1/1]

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From “Watching” to “Stepping In”—The Unique Immersive Experience Pioneered by Free-Roam XR

While the use of VR and the metaverse has become more commonplace in the wake of the COVID-19 pandemic, much of it remains limited to “watching videos.” As the value of real-world experiences is being reevaluated, “Free-Roam XR”—where users can freely walk through a space where the real and virtual worlds overlap and share that experience with others—has been gaining attention in recent years.

Yoshiya Okozama, Hirokazu Ito, Kohei Katagiri

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"Emotion LABO" Launches! Scientifically Researching "Experiences That Move People" and Aiming to Build an "Emotional Economy"

Established in February 2026, “Emotion LABO” is a “business creation organization” dedicated to scientifically researching experiences that move people’s hearts, quantitatively measuring the effects and value of real-world experiences—which are often said to be difficult to visualize—and developing and deploying the results as business ventures. We spoke with Kenichi Nakatsuji, who oversees Emotion LABO, about the research and the future it will help realize.

Kenichi Nakatsuji

Events Can Contribute to BX! —Dentsu Live Inc.: Pioneering the Future with Expertise and Creativity [4/5]

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“Good for the environment” isn’t enough to drive action—The reality of consumer behavior and new corporate strategies

Here is an overview of the session titled “Sustainable Marketing in the Digital Age: Data Utilization and Communication to ‘Move’ Consumers” from the “10th Sustainable Brands International Conference 2026 Tokyo Marunouchi.”

Saori Kanno, Naoko Takatsu, Sonoko Tokai, Rie Takeshima, Nahoko Kikuchi

【Global】Accelerating Sustainability & Circular Economy [34/34]

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Heisei-era nostalgia is just too much! Behind-the-scenes stories of “Ikenai Taiyo: Reiwa Ver.”

How can the creative team at Dentsu Inc. contribute to the ever-evolving field of CX (Customer Experience)? “Monthly CX” is a series of articles written by members of Dentsu Inc.’s dedicated CX division, the “CXCC” (Customer Experience Creative Center)...

Yuuta Sawada, Genki Akiyama, Kano Komori, Rie Saito, Monthly CX Editorial Department

Monthly CX [38/39]

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Creating Experiences at Dentsu Live Inc.: Generating Both Economic and Social Value—"Kids Park ASONIWA"

Yuki Nagakawa of the Next Business Development Department will explain Dentsu Live Inc.’s approach to experience design—which aims to transform event spaces from mere “temporary promotions” into venues that simultaneously generate economic and social value—using the “Kids Park ASONIWA” at Kamei Hotel Aso in Kumamoto Prefecture as a case study.

Hiroki Nagakawa

Events Can Contribute to BX! —Dentsu Live Inc.: Pioneering the Future with Expertise and Creativity [3/5]

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Ideas are born from experiences within a 5-meter radius. Iida Yō's Creative Problem Solving

How can Dentsu Inc.'s creative capabilities contribute to the ever-evolving field of CX (Customer Experience)? This series features insights from members of Dentsu Inc.'s CX specialist unit, the "CXCC" (Customer Experience Creative Center). It is published in...

Iida You, Monthly CX Editorial Department

Monthly CX [37/39]

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A form of "support" born from love for soccer, transcending conventional advertising norms.

This series introduces Dentsu Inc.'s internal projects and people who work based on the theme "Turning Passion into Power," starting from employees' personal interests and passions. We spoke with Shinya Izumi of Kirin Holdings and Dentsu Inc.'s Kenta Isshiba, who supports the company's initiatives, about the reality of work where passion becomes power.

Shinya Izumi, Kenta Isshiba

Turn Your Passion into Power—Starting "BUKATSU"! [6/7]

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Almost Zero Waste! Behind the Scenes of a Sustainable Event with a 99.7% Resource Recycling Rate

This series explores the wonderful relationship between marketing and sustainability as a team. In this installment, we’ll introduce the “Circular Economy (CE) Lab,” an experiential event hosted by the Ministry of Economy, Trade and Industry at the Osaka-Kansai Expo (EXPO Messe “WASSE”). Circular...

Yuka Sawai, Yurika Mori, Hiroki Nagakawa

The Good Relationship Between Marketing and Sustainability [3/3]

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Spreading the Culture of "Living Like a Local" in the Japanese Market Too: A Decade of Close Collaboration with Airbnb

Mr. Jinichi Yano, Dentsu Inc. Business Producers Division 20, who has accompanied Airbnb as a partner Seven years have passed since the implementation of the Residential Lodging Business Act (New Minpaku Law). While terms like "minpaku" and "homesharing" are commonplace today, establishing them required fostering a new industry, a new culture...

Jinichi Yano

Taking on the Japanese Market! What's the Success Formula for Foreign Companies? [2/2]

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We want to visualize the connections between those who "play, watch, and support."

The "Sports Future Research Notes" series explores the value of sports through qualitative and quantitative analysis. In the second installment, we spoke with Kuniko Ohinata, a Paralympic alpine skier and Director of Dentsu Inc.'s Sports Future Research Institute. She shared insights on the value of sports gained through her athletic career and the direction the Sports Future Research Institute aims to pursue.

Dai-Nichi Co., Ltd. Ohinata Kuniko

Visualizing the value of sports. "Sports Future Research Notes" [2/7]

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Cross-Industry Smart Home Project "HAUS UPDATA". AI provides lifestyle support based on in-home data.

Data from "inside the home" transforms daily life. AI analyzes daily living data collected by sensors and IoT appliances to personalize and support everything from sleep and housework to shopping. The "HAUS UPDATA" project aims to realize this next-generation smart home.

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A former bank branch becomes a children's haven. "Atelier Banrai" nurtures curiosity and expands life's possibilities.

How can Dentsu Inc.'s creative capabilities contribute to the ever-evolving field of CX (Customer Experience)? This series features insights from members of Dentsu Inc.'s CX specialist unit, the "CXCC" (Customer Experience Creative Center). It is published in the monthly...

Yuki Kumagai, Monthly CX Editorial Department

Monthly CX [36/39]

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