We are pleased to announce that ASOBIBSYSTEM and Toyota Coniq Pro, Inc, are launching a co-creation IP initiative aimed at creating a new mobility culture by combining ‘KAWAII,’ a concept originating in Japan.

We aim to develop this initiative not only as a series of event-based sponsorships and collaborations, but as a business strategy designed to continuously cultivate “co-created IP” that spans a wide range of business areas, including live showcases, mobility services, automotive lifestyle products, and regional revitalization.

■About Our Co-Creation IP Business

This co-creation IP initiative aims to create a new mobility culture by combining Toyota Coniq Pro’s expertise in business development and production within the mobility sector with ASOBISYSTEM’s IP development capabilities centered on ‘KAWAII,’ thereby expanding into multifaceted ventures that go beyond live events. We will also work to create new points of connection between young people and mobility by incorporating ‘KAWAII’ elements into our mobility solutions.

① Entertainment Events Such as Live Concerts and Festivals in Collaboration With Kawaii IP
We aim to create a new event model by combining mobility with live experiences centered on music and fashion. We are currently exploring the development of festival-style live showcases that allow audiences to experience the ‘KAWAII’ worldview in a more immersive and unique way. These events will take place at venues such as TOYOTA ARENA TOKYO, which aims to become a mecca for sports and music, as well as other live venues and racetracks across the country, where mobility solutions will contribute to venue design and enhance the overall experience.

② Creating Shuttle Services and Market Experiences Using Mobility Solutions
As part of our efforts to transform the act of movement into a valuable experience for visitors, we plan to launch services utilizing the ‘e-Palette,’ a multi-purpose mobility vehicle. In addition to shuttle services, we aim to create a new model in which mobility is naturally integrated into the event experience through a flexible design that isn’t limited to a single use, such as serving as a market or pop-up space.

③KAWAII Used Car Style Update Project
We will collaborate with ‘CORDE by,’ a used car style update service operated by Toyota Coniq Pro, to explore the co-creation of used cars that have been restyled with the ‘KAWAII’ aesthetic. We aim to incorporate color, design, and storytelling into our vehicles to offer a new mobility option that even young people who haven’t previously felt a personal connection to cars can enjoy.

④ Sales of ‘Kawaii’ Merchandise Further Expanded in the Context of Mobility
With the goal of infusing a person’s car life with a touch of ‘kawaii’ personality, we will continue to collaborate on the creation of mobility-themed ‘kawaii’ merchandise. Through a diverse range of products designed to enhance everyday commutes and time spent in the car, we’ll aim to combine the unique appeal of our IP with practical functionality.

⑤ A Regional Revitalization Project Leveraging the Capabilities of the ‘Town’s Best’ Initiative
As a regional revitalization initiative designed to bring vitality to towns around Japan, we aim to connect the projects listed in (1) through (4) with attractive local resources in each area, thereby generating foot traffic and transportation demand in the region.

⑥ Business Development Through Data Science Collaboration
We will explore opportunities for creating new businesses by combining the mobility-related data held by Toyota Coniq Pro with the idol activity data held by ASOBISYSTEM.

■Looking Ahead

Through this co-creation IP initiative, Toyota Coniq Pro and ASOBISYSTEM will continue to pursue new challenges that transcend the boundaries between mobility and entertainment. By bringing together mobility and Japan’s unique ‘kawaii’ culture, we aim to shape a “new vision of mobility culture” that fosters deeper connections between people and their communities through co-creation and implementation.
Please stay tuned for future updates.