WHDC Acrodea's 'Nyan Biyori' Project Tops KDDI's Ranking for Cat Rescue Videos

WHDC Acrodea's 'Nyan Biyori' Project Achieves First Place in KDDI's Ranking

In a remarkable achievement, WHDC Acrodea, a wholly-owned subsidiary of THE WHY HOW DO COMPANY, has seen its cat rescue project, 'Nyan Biyori', crowned number one in the latest video rankings on KDDI's 'au Short' application as of June 4, 2025. This initiative not only highlights the importance of caring for rescued cats but also emphasizes the challenges faced in the realm of animal welfare.

Background and Philosophy of 'Nyan Biyori'

'Nyan Biyori' aims to bridge the significant gap between the operations of animal protection organizations and corporate activities. This project recognizes the structural issues at play, proposing a sustainable and equitable collaboration model that adds value to society while addressing the dire circumstances many rescue groups find themselves in due to a lack of funding and resources.

To learn more, visit the official website or follow them on SNS.

Current Challenges Faced by Cat Rescue Initiatives

The operations of cat rescue organizations often hinge on self-funding or donations, with annual costs for caring for a single cat ranging between 100,000 and 350,000 yen. This estimate mainly covers basic care expenses such as food, litter, and other supplies, and does not account for operational costs like utilities, staffing, treatments, and surgeries as noted in reports from the Pet Food Association and various NPOs.

The Limitations of CSR and Donation-Based Support

While corporate social responsibility (CSR) initiatives and donations are avenues for support, their sustainability often relies on corporate priorities that can change, potentially undermining the operational independence of rescue organizations. Furthermore, efforts to raise donations may be misconstrued as commercial ventures, drawing criticism and skepticism.

Disparity in Funding Sources

Corporate entities enjoy a variety of funding mechanisms, including loans, corporate bonds, and stock markets. In contrast, animal protection organizations mostly depend on donations and personal funds. The paradox arises where focus on growth necessitates more financial resources, yet seeking these funds can provoke backlash.

Innovative Support Model Proposed by 'Nyan Biyori'

The 'Nyan Biyori' initiative facilitates cooperation between corporate entities and rescue organizations to create appealing content. This content is monetized through corporate distribution channels, with a portion of the earnings donated to the Animal Fund Public Foundation. This approach aims to maintain the operational independence of rescue groups while fostering shared value creation for corporations.

Specific Support Activities

- Engaging rescue organizations to produce captivating video content featuring rescued cats.
- Donating a segment of the earnings from video distribution to the Animal Fund Public Foundation, totaling 300,000 yen in donations made in February and May 2025.

Ranking Information

The success of the 'Nyan Biyori' project is reflected in its recent ranking achievements within the KDDI app ecosystem.

A Vision for the Future

Through this project, WHDC Acrodea aims to achieve the following goals:

- Establish a robust business model that harmonizes social contribution with economic activity.
- Develop a sustainable mechanism for continuous support rather than episodic donations.
- Create a structure where social value and business objectives are inherently aligned.

Message from the President

Keiichi Kubota, President of WHDC Acrodea, emphasized the origins of the 'Nyan Biyori' project, driven by a pressing desire to address the long-standing issues surrounding stray cats and the daily efforts of those dedicated to the welfare of rescued and community cats. He expressed profound respect for those committed to this cause and outlined the project's core values, which include:

- Commitment to solving the fundamental problems linked to stray cat welfare.
- Ensuring fair and transparent support without favoring specific organizations.
- Maximizing the strengths of the WHDC Group to engage employees in meaningful work they can take pride in.
- Pursuing sustainable economic activities that coexist with social contributions.

Kubota stated, “The ranking we received represents the resonance of our support model with many people, showcasing our commitment to responsibly addressing social issues while promoting sustainable growth. We extend our gratitude to all viewers on 'au Short' and KDDI for facilitating this initiative.”

Watching 'Nyan Biyori' on 'au Short'

To view the 'Nyan Biyori' videos, visit the official website and select your desired content. These heartwarming rescue videos can be accessed via the KDDI 'au Short' app.
Utilization is free of charge (data fees may apply). Official site: Nyan Biyori.

About the Animal Protection Organization

Name: General Incorporated Association Niko Nyanko Kingdom
Location: 3848-1 Shimok Yoshida, Chichibu, Saitama
Established: June 6, 2017
Website: Niko Nyanko
YouTube: Niko Nyanko YouTube
Instagram: Niko Nyanko Instagram
X: Niko Nyanko X
Facebook: Niko Nyanko Facebook

Shooting Collaboration

Company Name: Yuuga Inc.
Established: June 30, 2023
Representative: Yuji Yoneda
Notable Works: Includes several notable television programs and environmental series.