"Breaking the Norms of Delicacies" Hotaru no Hikari Launches Dual-Brand Strategy. Targeting New Markets: Department Stores × Character IP

Press Release "Redefining the Norms of Delicacies"

"Hotaru no Hikari" × "Hotahika" Dual-Brand Strategy Launched Towards a Hybrid Expansion of Department Stores × Next-Generation Casual

SORA Inc. (Headquarters: Minato-ku, Tokyo / Representative Director: Masaki Nakagawa) has officially launched a dual-brand strategy for its premium delicacy brand "Hotaru no Hikari" and its second brand "Hotahika."

Accompanying this expansion, new sales floors and brand experiences will commence at the following key locations:

- Nagano Tokyu Department Store - Aobadai Tokyu Department Store - Hotaru no Hikari Futako Tamagawa Store (partial renovation of sales floor, introduction of Hotahika) - Hotaru no Hikari Wooden Store - Hotaru no Hikari Futako Tamagawa Store - Hotaru no Hikari Aobadai Store

### Business Background | From "Snacks" to "Experiential Value" The traditional delicacy market has remained in the position of "accompaniments to alcohol." However, our company is setting a new axis of value there.

"A food experience completed by combining it with alcohol, coffee, and lifestyle."

Based on this philosophy, we are reconstructing it not as mere food, but as an **"experiential product" that includes sensibility, design, and pairing.**

### Brand Strategy | Two Clearly Separated Axes of Value #### Hotaru no Hikari - A premium brand primarily focused on department stores. - Concept: "CHANEL of the Delicacy Industry" - Design that fuses Japanese POP with a sense of luxury. - Pairing designed for beer, wine, spirits, and coffee. - "A brand that exports Japan's delicate aesthetic sense to the world."

#### Hotahika - A second brand targeting a new market: "less than department store, more than convenience store." - Highly entertaining design centered on character IP. - Cross-category development of sweets × delicacies × alcohol × coffee. - Creating a new food culture with "cute × delicious × playful spirit."

### Futako Tamagawa Store | Evolution to a "Hybrid Sales Floor" At the Hotaru no Hikari Futako Tamagawa store, a portion of the sales floor has been renovated to introduce the Hotahika brand.

This allows for the deployment of: - Premium line (Hotaru no Hikari) - Casual & IP line (Hotahika)

in the same space, evolving into a **"two-tiered sales floor" that expands the customer's purchasing experience.**

### Future Developments Through this dual-brand strategy, we will accelerate: - Maximization of brand value in the department store sector. - Expansion into the mass market (distribution, IP development). - Full-scale entry into the Asian market.

### Representative's Comment (Masaki Nakagawa) "Delicacies should be freer. And they should be more stylish.

Hotaru no Hikari embodies 'aesthetic sense,' Hotahika embodies 'playful spirit.'

By combining these two, we will create a new food culture."

### Company Overview SORA Inc. Location: Toranomon, Minato-ku, Tokyo Business Activities: Food brand development and sales, planning and production.

### Inquiries Regarding This Matter SORA Inc. Mail: [email protected]