Hakuten

Basic Information

Stock Code
2173
Industry
Services
Category Detail
Advertising
Prefecture
Tokyo
Establishment Year
March 1970
Listing Year
February 2008
Official Website
https://www.hakuten.co.jp/
TSE Information
TSE Information
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Syncreyer, Hibino, Cre8t, Pixsta, T.O.W., Frontier International, W TOKYO, Boutiques, GLOE, Cerespo

Overview

Hakuten is a specialist company in advertising and event planning/production established in 1970, with strengths in sales promotion support, headquartered in Tokyo, and has built a solid position in the services industry.

Current Situation

Hakuten, in fiscal 2023, achieved sales of approximately 9.3 billion yen with around 290 employees, continuing steady growth. Its main business is the planning and production of trade shows and corporate events, serving both domestic and international corporate clients. Differentiation from competitors is achieved through strong planning capabilities and construction expertise, excelling in sales promotion via events. Recently, it has expanded into digital content and video production, focusing on providing multifaceted marketing tools. In sustainability, it promotes community-based social contribution activities and environmental impact reduction, aiming for coexistence with local society. Its mid-to-long-term strategy post-2025 targets sales growth through accelerated digital transformation and expansion into diverse industries. Human resource development and technological innovation serve as the pillars of management, with a focus on maintaining competitive edge in the intensifying advertising industry.

Trivia

Interesting Facts

  • Veteran event planning company founded in 1970
  • Headquartered in Tsukiji, Chuo-ku, Tokyo
  • T&P Holdings as major shareholder
  • Handles diverse corporate events with unique planning strengths
  • Listed in 2008 on Tokyo Stock Exchange Growth Market
  • Provides seamless services from event production to promotional tools
  • Strengthening video production to encompass advertising
  • Focuses on corporate display production
  • Approximately 290 employees with high specialization
  • Participates in PR projects for local governments
  • Offers in-house event operation services
  • Corporate culture proactive in adopting new technologies
  • Numerous antenna shop constructions in regions
  • Supports online event distribution
  • Steady and stable growth company in the advertising industry

Hidden Connections

  • Collaborates with numerous competitors in industry associations to improve market environment
  • Closely collaborates with local governments and businesses to support regional revitalization
  • Frequent collaborations with advertising agencies, leading to many large project wins
  • Strong network with TV station personnel in video production business
  • Partnerships with major logistics companies in logistics support business
  • Enriched in-house training system with dedicated instructors for talent development
  • Participation in collaboration projects with NPOs for coexistence with local community
  • Synergy enhancement with related companies within the T&P Holdings Group, the major shareholder

Future Outlook

Growth Drivers

  • Service expansion and collaboration strengthening in digital domains
  • Increased business opportunities from regional revitalization projects
  • Rapid growth in online event market
  • Improved corporate evaluation through enhanced ESG and sustainability responses
  • Increased demand from expansion of client promotional budgets
  • Effects from diversified expansion across industries
  • Planning and production efficiency via new technology adoption
  • Realization of high-value-added services through talent development
  • Response to social needs such as disaster recovery support events
  • Enhanced information dissemination for overseas customer acquisition expansion
  • Marketing optimization through data utilization
  • Long-term new development in promotional areas beyond trade shows

Strategic Goals

  • Expansion to 15 billion yen in sales
  • Achieve over 30% ratio in digital marketing business
  • Sustainable event planning sales ratio over 40%
  • CSR branding through strengthened coexistence with local society
  • Maintain employee satisfaction over 80%
  • Secure and develop diverse talent through diversity promotion
  • Annual new customer acquisition growth over 20%
  • Annual sales over 2 billion yen in online event services
  • Promote IT utilization for customer satisfaction improvement
  • Position as leading company in planning and production within the industry

Business Segments

Corporate Trade Show Planning

Overview
Customized trade show planning and production for corporations.
Competitiveness
High-quality design and construction technology
Customers
  • Manufacturing
  • IT Companies
  • Financial Institutions
  • Government Agencies
Products
  • Trade Show Booth Design and Construction
  • Trade Show Operation Management
  • Comprehensive Planning

Event Planning and Operation

Overview
Specialized support for planning, operation, and venue setup of diverse events.
Competitiveness
Comprehensive event production track record
Customers
  • Advertising Agencies
  • Product Manufacturers
  • Local Governments
  • Talent Agencies
Products
  • Promotion Event Planning
  • Sports and Entertainment Event Production
  • Venue Setup and Operation Support

Video Content Production

Overview
Planning and production of TV commercials and online videos.
Competitiveness
Creative video production system
Customers
  • Corporate Advertising Departments
  • PR Firms
  • Broadcasters
Products
  • Corporate TV Commercials
  • Promotional Videos
  • Web Video Content

Promotional Tool Production

Overview
Provision of effective promotional item production and planning services.
Competitiveness
One-stop handling of promotional materials
Customers
  • Retail
  • Restaurants
  • Distribution
Products
  • POP Production
  • DM Creation
  • Promotional Material Printing

Corporate Branding

Overview
Comprehensive branding support to improve corporate image.
Competitiveness
Abundant success cases and planning expertise
Customers
  • Startups
  • SMEs
  • Large Corporations
Products
  • Logo Design
  • Catchphrase Production
  • Brand Strategy Consulting

Showroom and Antenna Shop Planning

Overview
Space design and production emphasizing visitor experiences.
Competitiveness
Community-focused promotion
Customers
  • Manufacturers
  • Local Governments
  • Commercial Facilities
Products
  • Showroom Design and Construction
  • Antenna Shop Planning
  • Regional Promotion

Digital Marketing Support

Overview
Sales and advertising support leveraging digital domains.
Competitiveness
Data-driven marketing
Customers
  • Consumer Goods Companies
  • Advertising Agencies
  • Retail Companies
Products
  • SNS Ad Operations
  • Web Campaign Planning
  • Online Promotion Analysis

Printing and Logistics Support

Overview
Total support for printing and delivery of promotional materials.
Competitiveness
Comprehensive logistics system
Customers
  • Event Organizers
  • Retailers
  • Advertising Agencies
Products
  • Promotional Printing
  • Equipment Logistics Management
  • Event Setup Support

Consulting Services

Overview
Management consulting centered on advertising and sales promotion.
Competitiveness
Practical support expertise
Customers
  • Corporate Executives
  • Marketing Departments
  • Business Planning Departments
Products
  • Sales Promotion Strategy Development
  • Business Process Improvement
  • Market Research Analysis

In-House Event Planning and Operation

Overview
Planning and production of internal communication enhancement events.
Competitiveness
Effective participatory events
Customers
  • Large Corporations
  • Mid-sized Companies
  • Government Organizations
Products
  • Employee Social Gatherings
  • Training Events
  • Anniversary Event Planning

Sports Event Production

Overview
Planning and production of community-based sports events.
Competitiveness
Extensive regional event operation experience
Customers
  • Local Governments
  • Sports Organizations
  • Corporate Sponsors
Products
  • Marathon Event Planning
  • Sports Event Operations
  • Sponsorship Planning

Video Content Distribution Support

Overview
Comprehensive handling from event video planning/production to distribution.
Competitiveness
Advanced distribution technology
Customers
  • Event Organizers
  • Corporate PR Departments
  • Web Media
Products
  • Live Streaming
  • Video Editing
  • Online Event Distribution

Competitive Advantage

Strengths

  • Seamless handling from planning to construction
  • Long track record in trade show operations
  • Flexibility to accommodate diverse industries
  • Customer-centric service system
  • Advanced video and digital production capabilities
  • Strong sales network
  • Skilled staff with solid technical expertise
  • High customer satisfaction
  • Diverse promotional tool provision
  • Active investment in technological innovation
  • Stable capital base
  • Community-based social contribution activities
  • Ongoing human resource development programs
  • Integration of digital and physical elements
  • Broad event planning proposal capabilities

Competitive Advantages

  • High-quality realization from trade show planning to construction
  • Integrated provision through collaboration of video production and event operations
  • Customizable sales promotion support system per customer
  • Diverse service deployment tailored to regions and industries
  • Differentiation through expansion in digital marketing
  • Trusted relationships with extensive public and private clients
  • Team with specialized employee expertise and rich experience
  • Long-term management perspective backed by stable financial base
  • Efficient production system via latest technology adoption
  • Enhanced customer touchpoints through diverse sales channels
  • Improved customer satisfaction with quick response and flexible proposals
  • Increased corporate value through environmentally considerate planning and operations
  • Superior brand image and industry recognition
  • Added value provision through collaboration with marketing consulting
  • Strength in B2B market with comprehensive sales promotion support

Threats

  • Accelerated market shift to digital advertising
  • Impact of event hosting restrictions due to COVID-19
  • Intensifying price competition from rivals
  • Decline in orders due to fluctuations in client corporate economics
  • Increase in new entrants
  • Risk of lagging adaptation to rapid technological innovation
  • Increased burden from stricter regulations on events
  • Risk of event cancellations due to natural disasters
  • Labor shortages hindering talent acquisition
  • Entry of overseas competitors
  • Impact from advertising industry business cycles
  • Brand value decline from delayed sustainability responses

Innovations

2024: Strengthening Digital Marketing Business

Overview
Significantly expanded SNS ad operations and web campaign planning/production capabilities, launching diverse online promotions.
Impact
Contributes to improved customer acquisition and increased new projects

2023: Launch of Online Event Distribution Service

Overview
Introduced new event video distribution service using live streaming to expand customer base.
Impact
Diversifies revenue sources through non-contact services

2022: Promotion of Environmentally Considerate Event Planning

Overview
Expanded planning/production items centered on event setups emphasizing waste reduction and energy conservation.
Impact
Supports enhancement of corporate ESG compliance

2021: Improved Video Production Quality through In-House Capabilities

Overview
Enhanced video production department equipment and staffing to improve both quality and efficiency.
Impact
Higher customer satisfaction and reduced production costs

2020: Sales Efficiency Improvement via CRM System Introduction

Overview
Renewed customer management system to streamline sales and customer response.
Impact
Supports increased new orders and strengthened customer relations

Sustainability

  • Participation in environmental beautification activities in collaboration with local groups
  • Continuous improvement in waste recycling rates
  • Promotion of energy-saving equipment in event setups
  • Implementation of environmental education programs for employees
  • Expansion of sustainable material adoption
  • Business improvement activities aiming to reduce CO2 emissions
  • Support activities in collaboration with local welfare facilities
  • Paper resource reduction through digitalization promotion
  • Workplace environment improvements to promote disabled employment
  • Internal activities to promote diversity and inclusion
  • Strengthening regional mutual aid systems for disaster response
  • Advancement of sustainable event planning development