STYLEVOICE.COM, an e-commerce mall launched in November 2019 by MASH Holdings, JUN, and Daytona International, is relaunching this spring with investment from four companies: MASH Holdings, JUN, CyberAgent, and Medicom Toy. STYLEVOICE, which achieved strong sales even during the pandemic last year, will offer what kind of content with this renewal? This is the latter half of a roundtable discussion with STYLEVOICE President Hiromi Katayama, MASH Holdings President Hiroyuki Kondo, and MEDICOM TOY President Tatsuhiko Akashi.

AkashiJust listening to this conversation sparks so many new ideas. The structure of this consortium involves President Katayama, President Kondo, JUN's President Sasaki, and CyberAgent's President Fujita. I'm honored to be invited to a company founded by such interesting people, and it makes me wonder what we can create together.
We release many products each month, and over half of our offerings are D2C (Direct-to-Consumer). While we will continue to supply STYLEVOICE, our primary focus is to develop products that can *only* be created through this consortium. In fact, President Kondo and I are already discussing various possibilities.

KondoI hope you'll look forward to seeing what we come up with.

AkashiHaving worked at Medicom Toy for 25 years, I realize my greatest strength lies in 'connecting the dots.' It's fascinating to discover new markets from unexpected places.
Similar to the gelato pique discussion earlier, and also with the 'Stylevoice for xxx' project that President Katayama is developing with influencers, I want to propose many surprise-filled creations that make people think, 'They made *that* from *this*?'Stylevoice for xxxI believe we can propose many surprise-filled creations that make people think, 'They made *that* from *this*?'

KatayamaBE@RBRICK from MEDICOM TOY has always been popular on STYLEVOICE since its launch.

AkashiOver the past year, requests and demand for BE@RBRICK have increased globally. For instance, Sarah Andelman, the former Creative Director of the Parisian boutique Colette, approached us about a potential collaboration between the Louvre Museum and BE@RBRICK.
Upon further discussion, she explained that many museums worldwide are facing severe declines in visitor numbers due to the pandemic, with some even on the verge of selling off their collections. She asked if we could help. This isn't to say the Louvre is in that situation, but...

KondoEspecially in Europe, many places were closed for extended periods.

AkashiSo, under the supervision of the Louvre Museum, we released the 'Mona Lisa' BE@RBRICK (BE@RBRICK LEONARD DE VINCI Mona Lisa 100% & 400%) in February of this year. Since then, we've received inquiries from prominent museums worldwide asking, 'Could we do something like this?'

BE@RBRICK LEONARD DE VINCI Mona Lisa 100% & 400% | 1000%
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La Joconde. Portrait of Lisa Gherardini, wife of Francesco del Giocondo, known as the Mona Lisa.
Leonardo di ser Piero da Vinci, known as Leonardo da Vinci (Vinci, 1452 - Amboise, 1519) c. 1503-19
Musee du Louvre, Italian Paintings
© RMN - Grand Palais (Musee du Louvre) / Michel Urtado
BE@RBRICK TM & © 2001-2021 MEDICOM TOY CORPORATION. All rights reserved.

What I felt from this is that it would be wonderful if art could be accessible to everyone, not just confined to the homes of the wealthy. The collaboration between 'gelato pique' and 'Animal Crossing,' the evolving values in women's fashion represented by 'one-mile wear,' and many other things have emerged from this pandemic.

Looking ahead, I believe STYLEVOICE can deliver unique content. For example, it would be interesting if President Fujita of CyberAgent's involvement could lead to something like a 'fashion information channel' on ABEMA. This is just a personal thought, of course.

KatayamaThat would be wonderful!

AkashiI feel there would be significant synergy if we could create a format or media platform on ABEMA that introduces the diverse values recommended by STYLEVOICE. While I'm unsure how we could be involved, I'd certainly enjoy watching such a program.

KondoIt would be interesting to connect not just within the fashion category, but also to showcase the unique preferences and favorite items within influencers' personal spaces—whether it's BE@RBRICK, pajamas, or home decor. Capturing that individual 'vibe' seems promising.

AkashiAren't we seeing more and more instances where fans sharing this 'vibe' inspires others to want the same items?

KatayamaAbsolutely. We frequently receive reactions like, 'Where is that from!?' about unexpected items glimpsed in the background of Instagram Lives. Traditional TV shopping-style Instagram Lives no longer resonate.

KondoMatsuko Deluxe is a master at conveying that kind of atmosphere, isn't she? Her presence on television exudes a subtle yet captivating vibe.

KatayamaMatsuko is the epitome of an influencer with a strong, independent sense of values. In today's world, forced recommendation comments simply don't reach the audience. As President Kondo mentioned, the key to gaining trust for future influencers will be demonstrating a unique 'style' in every aspect, including their imperfections.

AkashiIt's like 'Neighbor's Dinner' but for influencers (laughs).
Andy Warhol's prediction that 'everyone will be famous for 15 minutes' seems to have come true. It would be wonderful if we could realize that through a 15-minute program on ABEMA.

KondoSome might consider MEDICOM TOY's participation alongside apparel companies like JUN and MASH as 'unconventional,' but it's actually not at all.
For instance, among gelato pique's best-selling products, clothing isn't actually the top seller.
In our recent collaboration with PEANUTS, while many might assume the Snoopy-embroidered loungewear was the bestseller, the 'BIG Plush Doll' that doubles as a hug pillow was actually the most popular.

AkashiThat's surprising.

KondoIn today's market, even with brands like SNIDEL, FRAY I.D., and Mila Owen that we manage, cushions or slippers can become bestsellers if the idea is compelling. As shopping for fashion enthusiasts is no longer limited to clothing, the collaboration between three companies—MEDICOM TOY, JUN, and ourselves—allows for the creation of diversity beyond just apparel through candid discussions. Developing various products based on sensitivity and empathy is crucial for future growth. Therefore, MEDICOM TOY is an essential partner, and we hope they will offer valuable insights into our items.

AkashiThe pleasure is all ours. We look forward to working together.

KondoAs long as the output aligns with the brand concept, customers will connect with it if they feel empathy. We have high expectations that by sharing ideas—whether it's the plush toys and figures we want to create, or perhaps clothing conceived from MEDICOM TOY's perspective—we can achieve major hits that wouldn't be possible for a single company.

AkashiThe pressure is immense, but I'll do my best (laughs). There are so many possibilities.

KondoHistorically, Chanel started as a hat shop. Hermès has also offered tableware for a long time. Creating and proposing necessary items for daily life under a brand concept isn't unusual. By broadening our horizons and leveraging the expertise of specialists, we aim to accelerate the creation of excellent products.

AkashiIn fact, the renewed STYLEVOICE will focus on depth rather than breadth, curating a select range of products and conveying their stories thoroughly, correct?

KatayamaPreviously, we handled an extensive number of brands, which required significant operational effort. Moving forward, we intend to present content in a way that effectively communicates the story behind products to our target market.
We can't predict everything, but as President Kondo mentioned, it's becoming increasingly common for clothing brands to sell items completely unrelated to apparel.

For example, on April 27th, Yu Yamada's brand will launch on STYLEVOICE. While loungewear is a core item, Yu Yamada's greatest passion lies in 'fragrance' items. She's particularly fond of a body cream with a scent she loves, even praising the perfumer who created it. She's expressed interest in expanding this into fabric softeners and aromatherapy candles in the future.

AkashiIf Yu Yamada is that passionate about the scent, I'm curious to know what it's like.

KatayamaIt's called 'Spicy Vanilla,' a sophisticated vanilla scent. It smells wonderful.

KondoI'm tempted to try it myself. We aim to grow as a media platform that can effectively convey such empathy and atmosphere.

Hiromi Katayama
President and CEO, STYLEVOICE Inc.
Graduated from Ochanomizu University. Joined Shufunotomo Co., Ltd., where she served as Editor-in-Chief of 'Ray' magazine and launched 'mina,' a casual fashion magazine. Joined Gentosha Inc. in 2007 and became Editor-in-Chief of 'GINGER' magazine in 2009. Since 2015, she has produced numerous content projects for e-commerce sites, leveraging magazine methodologies. In 2019, she assumed her current role, managing the media-based e-commerce department store 'STYLEVOICE.COM.'

Best Buy Item of the Past Year
The new robot vacuum cleaner, 'Roomba i7+'. It learns the home's layout to optimize cleaning routes, can be controlled remotely via smartphone, and even empties its own dustbin upon returning to its base. It's an incredibly capable device.

Hiroyuki Kondo
President and CEO, MASH Holdings Inc.
After working as an architectural designer, he founded Studio Mash, a CG graphics production studio, in 1998. The company was renamed MASH Style Lab Inc. in 1999. In 2005, he entered the fashion business, launching brands such as 'SNIDEL.' In 2012, he established MASH Holdings. The company has expanded into all areas of life, including beauty, food, and real estate.

Best Buy Item of the Past Year
Since the pandemic, I've found myself frequently purchasing 100% silk shirts. The texture is incredibly comfortable, and they don't irritate my neck. Nowadays, about 80% of the shirts I wear under a jacket are silk. I've become addicted to their unique, soft sheen.

Tatsuhiko Akashi
President and CEO, MEDICOM TOY Inc.
Founded MEDICOM TOY in 1996. With the concept of 'creating what we want rather than developing products based on marketing,' the company plans and manufactures character figures across a wide range of fields, including movies, TV, comics, and games. 'BE@RBRICK,' launched in 2001, celebrates its 20th anniversary this year. The company is actively engaged in collaborations with artists, brands, and corporations both domestically and internationally.

Best Buy Item of the Past Year
The most impressive recent discovery, recommended by President Kondo, is the fried soy meat from 'Cosme Kitchen Adaptation.' The taste and texture are remarkably similar to real chicken, which surprised me. It's also high in protein and low in fat, which is a great bonus.