What is "Production Metabolic Syndrome" Lurking in the Content Industry? [Brushup] Launches Campaign to Eliminate "Enormous Cost Losses" in Production Sites

Brushup Inc. (Headquarters: Osaka, CEO: Yoshitaka Mizutani, hereinafter "the Company"), which plans, develops, and operates the communication platform "Brushup" for content production sites, has launched a campaign activity to define and eliminate the enormous cost losses caused by the diverse and complex tasks in the content industry, which is responsible for Japan's future. We have defined this phenomenon as "Production Metabolic Syndrome" and initiated a campaign. Furthermore, we have appointed comedian and actor Imoyarizaka Kachō as "External Section Chief" for this initiative.

Background

The content industry includes publishing, printing, advertising, video, and IP (Intellectual Property). The Company has been supporting the DX of these production sites for over 10 years.

In production sites, tasks such as exchanging comments and files via numerous emails, managing the progress of vast numbers of tasks, visually checking differences between revisions, and cross-referencing manuscripts with PDFs are performed daily. These operations become more complex as the volume of content produced and the number of people involved increase, and they carry significant risks such as regressions and oversights.

The various unproductive tasks resulting from these issues lead to enormous cost losses, which the Company has defined as "Production Metabolic Syndrome."

Examples of "Production Metabolic Syndrome"

Being rushed to find the latest version of a file that has gone missing.

Being unable to determine "who currently holds the ball (the project)" due to the sheer volume of tasks, leading to scrolling back through emails.

Constantly being CC'd on emails but not fully understanding the progress, requiring direct confirmation from the person in charge.

Visually checking new and old files meticulously, even for minor corrections.

Cross-referencing to ensure accuracy, even when the content should be exactly as per the manuscript.

Printing out manuscripts, marking them up by hand, and then scanning them for proofreading.

Struggling to consolidate revision instructions from multiple people that come in scattered formats, such as email and paper.

When giving instructions for video revisions, pausing the video, taking a screenshot, and noting the timestamp.

Realizing that time is being spent on email exchanges rather than focusing on creative work.

Each of these tasks, individually, is a small cost and tends to be overlooked. However, when these accumulate across dozens or hundreds of people per day, and continue for a week, a month, or a year, the cumulative cost loss becomes significant.

Currently, however, these issues are not easily recognized as "one major problem." The primary reason for this is that the problems are diverse, making it difficult to perceive them as a comprehensive bottleneck. This structure is very similar to human metabolic syndrome, where causes and solutions are intricately intertwined, such as diet, sleep, and exercise.

Therefore, by expressively terming the cluster of unproductive tasks in content production sites as "Production Metabolic Syndrome," the Company aims to create an opportunity for companies to recognize their issues and promote "Production Metabolic Syndrome" eradication campaign activities and production DX to resolve them.

Background of Imoyarizaka Kachō's Appointment and Event Announcement

For the "Production Metabolic Syndrome" campaign activities, we have appointed comedian and actor Imoyarizaka Kachō as "External Section Chief" to serve as the ambassador. To embody the image of companies positively resolving their issues without viewing "Production Metabolic Syndrome" pessimistically, we chose Imoyarizaka Kachō, who delivers energy to the public with his sharp dance moves despite his plump physique.

The Company will exhibit at "Content Tokyo 2026," to be held from June 17 (Wednesday) to 19 (Friday), 2026. On the first day of the exhibition, Imoyarizaka Kachō himself will visit our booth to promote "Production Metabolic Syndrome" and engage in business card exchanges. We invite you to enjoy interacting with "External Section Chief" Imoyarizaka Kachō.

*Details regarding Imoyarizaka Kachō's appearance times will be announced later on Brushup's official SNS and other channels.

At "Content Tokyo 2026," we will introduce our production DX support services and the convenient features of Brushup with actual demonstrations. We encourage you to visit our booth.

About "Brushup," a Communication Platform for Content Production Sites

"Brushup" is a communication platform for various content production sites, including catalogs, flyers, product packaging, manga, educational materials, illustrations, web content, videos, and IP content. It provides all-in-one functions for comments, file exchange, proofreading, and progress management.

Furthermore, it is equipped with features that reduce the physical and mental burden on users, such as automatic difference extraction between revised files and automatic checking for the use of NG words and typographical errors. To date, we have supported the production DX of approximately 1,000 companies across various industries, from large corporations to small and medium-sized enterprises.

Imoyarizaka Kachō Profile

Imoyarizaka Kachō (いもあらいざかかかりちょう)

Born in Kitakyushu City, Fukuoka Prefecture. Formed the comedy duo "Tension" in 1989 and was active in variety shows. Later, he achieved runner-up in the "R-1 Grand Prix" in 2008. Based on his expertise in singing and dancing, he is actively engaged in a wide range of fields as an actor, comedian, dancer, choreographer, scriptwriter/director, and picture book author.

Content Tokyo 2026 Overview

Event Name: Content Tokyo 2026

Dates: June 17 (Wednesday) - 19 (Friday), 2026, 10:00 AM - 5:00 PM

Venue: Tokyo Big Sight (West Exhibition Hall)

Brushup Booth Location: Booth Number 3-40

URL: https://www.content-tokyo.jp/hub/ja-jp.html

Company Overview

Company Name: Brushup Inc.

Representative: Yoshitaka Mizutani, Representative Director

Business Description: Planning, development, and operation of "Brushup," a communication platform for content production sites, and provision of production DX support.

URL: https://www.brushup.net

Inquiries Regarding This Matter

Brushup Inc.

Contact: Sakabe

Email: [email protected]