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Kokumin Kyosai Atto: Tailored for the Digital Native Generation

On May 7, 2026, Kokumin Kyosai coop introduced "Kokumin Kyosai Atto," a web-exclusive product designed specifically for the digital native generation. This innovative offering aims to redefine the concept of security, encouraging users to view protection not merely as a safeguard against anxiety but as a driving force to live in the present.

Understanding Kokumin Kyosai Atto

The product consists of two essential components: medical coverage—which covers out-of-pocket expenses not insured by public health care—and life coverage. The entire process, from signing up to managing claims, is seamlessly completed on smartphones, emphasizing user-friendly navigation, simple procedures, and high cost performance.

Research and interviews conducted with younger demographics revealed a common sentiment: many young people feel overwhelmed by complicated insurance options and express dissatisfaction with overly dramatic marketing tactics that amplify anxiety. To address these concerns directly, the tagline was established: "Simplicity is the optimal solution. My protection for living in the now."

Product Features and Concepts

Concept 1: A Simple, Smartphone-Focused Experience

The design of the Kokumin Kyosai Atto emphasizes simplicity. With a UI/UX that allows consumers to understand coverage through individual stories, it enhances the purchasing experience by ensuring clarity when choosing protection without confusion.

Concept 2: Building Connections Through Official LINE

Post-sign-up, members gain access to the official LINE account and a dedicated publication known as "Atto Magazine," where they can connect and share insights with one another. This initiative fosters a sense of community, embodying the cooperative's value of mutual support and understanding in everyday life.

Launch Activities

Today also marks the debut of a new theme song, "Kenage," composed specifically for Kokumin Kyosai Atto by the rock band SUPER BEAVER. A promotional film featuring the song will be broadcasted, complemented by interactive experiences at Shinjuku Station using QR codes to access a lyric video.

The Unique Collaboration with SUPER BEAVER

This collaboration stems not merely from a desire for publicity but from a profound alignment of philosophies. Both the brand and the band express a commitment to supporting individuals on their personal journeys while grappling with life's challenges, emphasizing the importance of living authentically and courageously. The resonating message conveys that neither protection nor music can secure the future. Instead, they serve as vital connections to others, embodying the spirit of community that Kokumin Kyosai coop has nurtured for over 70 years.

The Essence of 'Kenage'

"Kenage" is crafted as an anthem for all those striving relentlessly, highlighting the importance of support from others throughout life's journey. With powerful sounds and relatable lyrics, it encapsulates the essence of "My protection for living in the now."

Insights from SUPER BEAVER

"It was a surprise for SUPER BEAVER to be approached for the Kokumin Kyosai coop CM song. During our discussions, we realized how deeply they understood our music and the passion behind the request, which motivated us to respond with our best work," comments band member Ryuta Shibuya. The heartfelt expression in 'Kenage' aims to inspire listeners to face their futures with resilience.

Brand Promotion in Shinjuku

In addition to the launch of Kokumin Kyosai Atto, a promotional campaign began on May 4 in Shinjuku, utilizing a combination of visuals and sound across multiple platforms to convey the brand's core message. The transition from the previously used song "Yokan" to "Kenage" post-launch exemplifies Kokumin Kyosai’s innovative branding approach.

Redefining Mutual Aid

Kokumin Kyosai Atto sets out to go beyond traditional insurance paradigms. Rather than merely completing a transaction, it fosters ongoing engagement. After joining, members will receive tailored content and insights into living, financial knowledge, and community-driven initiatives through the official LINE account and Atto Magazine, promoting a stronger sense of connection and support.

By embracing digital tools, Kokumin Kyosai coop seeks to enhance the essence of mutual aid, aspiring to create an inclusive, supportive community where every individual can thrive peacefully and confidently.

About Kokumin Kyosai Coop

Established in September 1957, the National Workers' Mutual Aid Cooperative forms the backbone of this initiative. The cooperative continues to adapt its services while maintaining its core value of creating a supportive society, bridging the past and the present to meet the needs of future generations.

For more details on their journey, visit Kokumin Kyosai coop’s timeline.