Media/Contents

Trend Words for May 2026

While the evolution of AI and technology has led to increasingly sophisticated services and outputs that operate without human intervention, there is also growing interest in collaborative living arrangements like “co-living” and family dynamics such as “pet humanization.” Precisely because we live in an era driven by efficiency and rationality, we are seeking warmth and human connection—a clear counter-trend is emerging. Why not take a closer look at the underlying shifts in consumers’ values through these trending terms?

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[Call for Participants] Dentsu Inc. Media Innovation Lab × Dentsu Macromill Insight, Inc. Co-hosted Webinar: "The Role of Media Goes Beyond 'Information' — The Expansion and Evolution of Value Through Four Roles" May 20–26

Dentsu Media Innovation Lab and Dentsu Macromill Insight, Inc. are recruiting participants for the webinar “The Role of Media Goes Beyond ‘Information’—The Expansion and Evolution of Value Through Four Roles,” which they will co-host from Wednesday, May 20, to Tuesday, May 26. *This is a rebroadcast of the webinar held on December 17, 2025.

Online (その他のオンラインツール)
[2026/05/26]

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How can we encourage people to take DEI personally? A new approach using short dramas and tips for turning empathy into organizational strength

Leveraging its strength in creativity, SEPTENI CO.,LTD produced a short drama centered on the theme of “unconscious bias” (unconscious assumptions and prejudices). We took on the challenge of reaching employees’ hearts through empathy.

Tsutomu Ando, Haruko Tanaka, Reina Aigaki

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What does Dentsu Inc. envision as innovation in TV commercials?

Yasuki Boku from the MC Transformation Bureau discusses the current state of TV commercials and Dentsu Inc.’s vision for innovation in this medium.

Park Tae-hee

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems [6/6]

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CEO Interview Report: Susumu Fujita × Suguru Sano — ABEMA’s Past and Future

The event “ABEMA 10th Anniversary: Dentsu ABEMA DAY—ABEMA’s Past and Future,” commemorating the 10th anniversary of “ABEMA,” the television of the future, was held on March 2, 2026.In a special panel discussion held during the event, Shin Fujita, President and CEO of AbemaTV, and Suguru Sano, CEO of Dentsu Japan and Representative Director and President & CEO of Dentsu Inc. (at the time), took the stage.

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The 61st Hideo Yoshida Memorial Award: The “OOH New Common Metrics Development Project” Receives the Group Award

On Tuesday, March 24, the Japan Advertising Association (JAAA) announced the winners of the 61st Hideo Yoshida Memorial Award, with the “OOH New Common Metrics Development Project” receiving the Group Award.

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Exploring the Potential of Media from the Perspectives of “Region” and “People” — Series: The Exploration of “People”

*Published December 10, 2025. Reprinted from DHBR Online Advertisement. Summary: As regional media are called upon to redefine their raison d’être, they must deeply reflect on how to “balance public service and profitability.” In this discussion, regional media explore problem-solving-oriented production...

Keiko Murakami, Hisaya Suga

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Transcending the Dilemma of “Growth” and “Dignity”: A Series on Human Happiness: Exploring “People”

In today’s rapidly changing world, what kind of beings will “people” become? “The Exploration of ‘People’” is an irregular series in which members of dentsu Japan discuss the fundamental potential of “people” with experts from various fields.

Yamamoto Tatsuhiko, Seiji Nagai

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Cultivating an Anniversary into a Brand: The Challenge of UNITE Music Festival as a “Self-Sustaining Event IP”

Held on December 6 and 7, 2025, “YOKOHAMA UNITE Music Festival 2025” was a stage designed to foster new connections between music and people, people and people, and companies and people, centered on the theme of a “celebration” for anniversary artists.This event marks the first installment of the <DENTSU Inc. Initiative IP> concept, through which Dentsu Inc. aims to evolve into a "key player that generates the source of IP and continuously creates value" in the entertainment sector.For this article, we invited Nobuyuki Kato, President and CEO of Melody Fair—the management agency representing Schadaraparr—to join a roundtable discussion with Shinjiro Kawai, Masao Benimura, and Takuya Tokuda* from Dentsu Inc.'s Entertainment Business Center, who spearheaded this project. They discussed the behind-the-scenes story of the stage they created together with Melody Fair, as well as the significance and uniqueness of Dentsu Inc. taking on music IP projects itself.

Nobuyuki Kato, Shinjiro Kawai, Masuo Benimura, Takuya Tokuda

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Turning a few seconds of brand equity into excitement. Instant Entertainment: “Sound Logo Karaoke AWARD”

Sound Logo Karaoke became a major talking point immediately after its launch, featuring on social media and TV programs. In our previous article, we introduced the background behind the development of the Sound Logo Karaoke AWARD from the perspective of “instant entertainment.” This time, we’ll explore this unprecedented collection of “ultra-short karaoke” songs...

Kohei Morimoto, Eguchi Rumi

Leveraging Business and Music in Management [2/2]

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Hearing from the next generation of young researchers: The value of sports and society in Japan

The "Sports Future Research Notes" explore the value of sports both qualitatively and quantitatively. We welcome Professor Shintaro Sato of Waseda University as our guest. Together with two international doctoral researchers from the Sato Laboratory, we discuss the value of sports, Japan's sports culture, and the societal significance of this research.

Shintaro Sato, Trill Olsen, Koukan Shu (Jimmy), Yuki Nakatsuka

Visualizing the value of sports. "Sports Future Research Notes" [5/5]

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Dentsu Creative Pictures Inc. Produces Short Film "......overcome with overflowing..."

Dentsu Creative Pictures Inc. has produced the short film “......overcome with overflowed..,” starring Yu Imou, with Honami Sato and Kosuke Toyohara also appearing. The film will be submitted to film festivals both in Japan and abroad, with a theatrical release scheduled for around fall 2026, primarily in art-house theaters.

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Isuzu’s Challenge to Create a “Mobility Experience Like Nothing You’ve Ever Seen”

In 2025, the Japan Mobility Show (JMS) was a celebration of mobility featuring a record-breaking 522 participating companies and organizations. While companies showcased their cutting-edge mobility solutions, the Isuzu Group stood out by creating an “experiential” space themed around the future of mobility...

Yasuyuki Maeda, Yamada Ginga, Yoshio Makusa, Tomoya Morohoshi, Risa Kashiwagi

How to Create an Exhibition. What is an Exhibition in the "Content × Experience" Era? [5/5]

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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"! [6/6]

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"2025 Japan Advertising Expenditures Analysis"──Exceeding 8 Trillion Yen for a Record High. Internet Advertising Expenditures Surpass 50% of Total Composition

"2025 Japan Advertising Expenditures" has been released. From the record-high advertising expenditure of 8.0623 trillion yen, Rikichiro Morinaga of Dentsu Inc. Media Innovation Lab and Mikio Takamatsu of CARTA HOLDINGS, INC explain the changes in the advertising markets for Internet, the four mass media outlets, and promotional media.

Rikuichiro Morinaga, Mikio Takamatsu

Japan's advertising expenditure [13/13]

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