PROGRAM

MC-4 Monetizing Fandom: Turning Communities into Revenue

Communities and fandom matter—but do you ever find yourself wondering, or being asked by management, whether they really translate into business results?
Drawing on the distinct approaches of Cainz, Kurashicom, and Ajinomoto, this session explores how communities can contribute to business outcomes. Through real-world practices and data from the three companies, we will uncover the often-invisible path that connects community building to tangible business value. Rather than simply replicating what others have done, participants will gain practical perspectives and frameworks they can apply to their own organizations.
And in an AI-first era, where AI can increasingly provide us with “answers,” why do people still seek connection with one another and choose to gather in communities? Through the perspectives of these three companies, we will also explore the evolving role and potential of communities in the age of AI.

• Moderator

  

  Hideki Ojima

  Association for Promotion of Community Marketing

  Representative Director

  

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  Hiroki Matsumoto

  Ajinomoto Co., Inc.

  Marketing Design Center, Communication Design Department, Customer Success Group — Group Manager

  

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  Mitsuyoshi Tabako

  CAINZ CORPORATION

  General Manager, Community Platform Department, Omoshiro Business Division

  

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  Tatsuya Takayama

  Kurashicom Co., Ltd.

  Business Development Division, Executive Officer