ADDReC and CGO Dot Com Form Strategic Alliance for Innovative Product Development

Strategic Partnership Announcement

ADDReC Inc., a creative production company based in Shinjuku, Tokyo, focused on integrated design in the innovation sector, has recently joined forces with CGO Dot Com, located in Shibuya, Tokyo. CGO Dot Com's mission is to elevate vibes in society while addressing corporate challenges through a Gyaru mindset. Together, they will pursue collaborative product development and new business models through a comprehensive partnership.

Background and Purpose of the Partnership

In recent years, consumer values and culture have rapidly diversified, making it increasingly challenging for companies to develop new products and businesses solely based on their own logic. Additionally, many businesses struggle with generating ideas during workshops that fail to materialize into market-ready products.
Shibuya, the shared home of both companies, is a breeding ground for youth culture, including the Gyaru style, and is now a hotspot for inbound tourism from around the globe. Within this vibrant community lie unspoken desires and latent demands waiting to be discovered.
This partnership aims to capture these nascent demands directly from the voices of consumers in Shibuya. By integrating CGO's expertise in insight extraction and idea development with ADDReC's capabilities in business design and implementation, they will support companies from co-creation to commercialization seamlessly.

Roles and Contributions of Each Company

CGO Dot Com will focus on extracting insights and generating ideas through its signature service, Gyaru-style Brainstorming®. By designing a space for dialogue that transcends titles, positions, and generations, CGO facilitates flat conversations to generate fresh ideas that have not been seen before.
ADDReC, on the other hand, will oversee the entire co-creation process, supporting businesses and CGO Dot Com while leveraging its creative studio skills. They synthesize the ideas and insights into actionable designs for products and businesses. Through this approach of sequentially connecting idea generation to commercialization, both companies create a seamless link in the innovation process.

Previous Collaborative Efforts

This partnership builds upon the existing cooperation between ADDReC and CGO, exemplified by their joint project with JR Freight, “KAMOTSU UPCYCLE,” which sought to innovate and generate new business ideas.
In the collaborative research project “Shibuya Desire Investigation Squad”, they explored the realities surrounding inbound visitors to Shibuya, identifying unmet demands and potential tourism opportunities based on consumer interviews.
Furthermore, they partnered with Nambu Bijin, a 120-year-old sake brewery, to develop a new sake brand, “YUICHU,” which combines tradition with contemporary culture.
This extension of collaborative efforts emphasizes a commitment to systemic, ongoing co-creation efforts to transform newly discovered demands into social value.

Future Initiatives: Community Space Development

Looking ahead, both companies plan to create a community space in Shibuya that capitalizes on ADDReC's spatial production skills. This space aims to serve as a continual hub for research, ideation, co-creation, and commercialization, facilitating regular interactions among consumers, businesses, and culture. This initiative is currently in the conceptual stage, with details to be shared as they develop.
Both companies aspire to transform unidentified demands into new value, taking a holistic approach from research and product development to community building in Shibuya.

Comments from Executives

Taiga Fukushima, CEO of ADDReC Inc.: “For over five years, we have collaborated on more than ten projects with CGO Dot Com. I am excited to enhance our partnership as they become a representative startup of Shibuya, embodying the spirit of cultural entrepreneurship. The importance of creating experiences is fundamental to this era, and I look forward to generating new value with young creators.”

Baburii, CEO of CGO Dot Com: “Mr. Fukushima is a mentor for me as an entrepreneur. Our prior collaborations have revealed our shared ambition to transform raw emotions into tangible products and services. I look forward to working with ADDReC to ensure that our insights materialize into practical applications and help spread the Gyaru mindset to a broader audience.”

Company Profiles

ADDReC Inc.: Located in Shinjuku, Tokyo, this company designs comprehensive innovation projects, ranging from concept development to integrated design in communication and space implementation. They have facilitated numerous programs connecting startups with large corporations, generating new social value through collaboration.

- Location: 1-10-15 Hyakunincho, Shinjuku-ku, Tokyo
- CEO: Taiga Fukushima
- Established: February 2016
- URL: addrec.co.jp

CGO Dot Com: Based in Shibuya, Tokyo, CGO aims to elevate societal vibes by addressing corporate communication challenges using a Gyaru mindset. Their flagship service, Gyaru-style Brainstorming®, has been implemented in over 130 companies, promoting honest dialogue that enhances psychological safety in organizations.

- Location: 6-23-4 Jinguumae, Shibuya-ku, Tokyo
- CEO: Baburii (Rikako Takenou)
- Established: May 2022
- URL: cgo-gal.com