TOW Expands Entertainment Frontiers with Bruce Mobile Acquisition

TOW Expands in Real Entertainment Sector with Strategic Acquisition of Bruce Mobile

TOW Co., Ltd., headquartered in Minato, Tokyo, has announced a pivotal step towards realizing its vision of creating new-era experiences. In a board meeting held today, TOW resolved to acquire all shares of Bruce Mobile, a major player in hosting food festivals, and to integrate it as a consolidated subsidiary by April 1, 2026. This strategic acquisition aligns with TOW's purpose of delivering impactful experiences that resonate with consumers.

Background and Objectives of the Acquisition

In response to changing market dynamics, TOW has formulated a new medium-term business growth vision. This vision emphasizes both client expansion and domain growth, serving as the dual pillars for advancing business. By designating experience design as the core, TOW aims to create exciting and engaging experiences that may cross various domains, from promotions to real entertainment. Through this, the company strivesto enhance client brand value and contribute to their long-term business growth.

TOW firmly believes that the value of real experiences is becoming increasingly significant, even in an era where digital marketing and AI application are on the rise. As advertising markets and entertainment experiences converge, the ability to design and implement excellent experiences becomes a crucial factor in creating value for clients and improving consumer satisfaction. TOW has identified five key themes within the real entertainment sector: 1) IP content, 2) music, 3) sports, 4) food, and 5) urban commercial facilities. Leveraging its expertise in experiential design and event production, TOW plans to foster a variety of real experiences ranging from promotional activities to business-oriented ventures.

On the other hand, Bruce Mobile has been at the forefront of managing some of Japan's largest food festivals, including the renowned "Dai Tsukemen Hakusho," for over a decade. Their specialized focus on food events has equipped them with substantial expertise in attracting participants and operational management, creating valuable experiences that encourage consumer participation.

This acquisition is viewed not merely as a business move but as a concrete step in promoting TOW's medium-term growth vision, particularly in enhancing the real entertainment sector that revolves around food. By merging Bruce Mobile's robust network and operational capacity with TOW's experience design capabilities and client relationships, the two companies aim to go beyond traditional food festival management. They hope to establish new value creation and revenue models in this space.

Strengths of Both Companies

TOW's Strengths and Roles

- Experienced in experiential design and event production in the advertising market.
- Extensive relationships with beverage and food clients.
- Utilizing human resources and group infrastructure for efficient business operations.

Bruce Mobile's Strengths and Roles

- Trustworthy track record in managing large-scale food festivals.
- Comprehensive planning, production, and operational system enabling nationwide event execution.
- Strong connectivity and implementation capabilities focused on food-related real entertainment.

Proposed Value and Solutions

1. Expansion of Hosted Events
TOW plans to enhance the existing food festivals run by Bruce Mobile by applying its expertise in experiential design, promotional planning, and resource allocation to boost attendance, experience value, and profitability.

2. Enhancement of Marketing Value Through Food Festivals
TOW aims to improve marketing outcomes by providing know-how and resources related to food festivals and the food sector.

3. New Ventures Through Co-hosted Events
By fusing Bruce Mobile's event management expertise with TOW's experience design, the companies intend to create new event concepts centered around food, aiming for innovative value and revenue models.