Coconala Assist Sees Remarkable Growth Amid Workforce Challenges

Coconala Assist Achieves Remarkable Growth

Coconala Assist, operated by Coconala Inc. based in Shibuya, Tokyo, is a corporate assistant recruitment service that has experienced significant growth since its launch in October 2023. As of the end of September 2025, the total number of active workers has surged to over 450, reflecting a 379% year-on-year increase. Additionally, the number of companies utilizing this service has reached 260, showcasing a robust expansion in clientele.

Background and Development

Launched to address specific challenges faced by businesses, Coconala Assist has rapidly gained traction in the market. The ongoing decrease in the workforce due to demographic shifts has intensified the labor shortage in Japan. Further complicating this situation is the rise of generative AI, which is increasingly taking over routine, repetitive tasks, leading companies to focus on securing talent for roles that demand creativity and expertise.

Moreover, the amendments to the pension system set to take effect in October 2024 are widening social insurance coverage, creating significant challenges for firms employing 51 or more short-term workers (part-time or temporary), which in turn raises the complexities of labor cost management. The implementation of new laws regarding freelance work, effective November 2024, will also impose various obligations on companies, intensifying the competitive landscape for securing skilled labor.

In response to these social shifts, Coconala Assist has seen a notable increase in inquiries and adoption rates from mid-sized companies. By providing the flexibility to secure necessary resources on a variable cost basis—without the fixed liabilities associated with hiring—Coconala Assist is being recognized as a valuable tool for navigating the impacts of legal reforms.

Thanks to this favorable alignment with current market needs, Coconala Assist has not only achieved record numbers in client acquisition and engagement but is also solidifying its position as a crucial pillar of the Coconala Group.

Reasons for Coconala Assist's Success

Several factors contribute to the positive reception of Coconala Assist:

- Leveraging a unique asset that consists of over 1.2 million registered skilled workers and a database of more than 540,000 corporate clients, enabling precise matching of talent to task requirements.
- The capability to introduce specialized candidates, such as accounting personnel with medical knowledge, whose profiles meet both complex and niche criteria.
- Coverage across a wide range of operational areas including administrative support, sales, and customer success.
- Flexibility to adjust working hours according to project needs, balancing cost efficiency and quick turnaround times.
- Rapid response from the operational team in case of any issues, ensuring a reliable and reassuring service experience.

These advantages have fueled the growth of Coconala Assist, pushing the total number of active workers to 450—an impressive 379% increase from the previous year—and expanding the client base significantly.

Future Outlook

As Japan grapples with a shrinking workforce due to an aging population and as AI continues to reshape the business landscape, companies are re-evaluating the tasks that should be performed by humans. The race to secure external talent and leverage Business Process Outsourcing (BPO) as part of their operational transformation is accelerating.

To meet these evolving demands, Coconala Assist is enhancing its product offerings by integrating AI solutions aimed at providing high-value specialized human resources. Expected growth trajectories include:

- An increase in demand for services in high-value fields such as sales, human resources, and marketing.
- Evolution into a “human x technology” model by incorporating AI and automation tools.

Having started with a two-member team focused on business development, the evolving business model has led to steady customer adoption, prompting a shift to an expansion phase beginning September 2025. This will involve actively recruiting staff, with projections indicating that the team dedicated to sales will surpass 40 members by December 2025. Furthermore, plans are underway to establish new branches in major regional cities.

Coconala Assist is committed to enhancing both service growth and customer satisfaction, continuously seeking to solve societal challenges through the integration of skills, technology, and efficient solutions to support productivity in Japanese enterprises.

About the Business Leader

Shinnosuke Hara
Graduated from Keio University’s Faculty of Policy Management, Hara began his career at Espool Inc., where he pioneered new business developments across four domains, including recruitment support and regional revitalization, ultimately becoming the youngest executive officer in the company. After experiencing entrepreneurship, he joined Coconala in June 2025. Hara currently leads active recruitment efforts for the sales team.