New Research Media "Marui Lab" Launched in Partnership with Kurodori Inc.

Marui Group Co., Ltd. (Headquarters: Nakano-ku, Tokyo, President and CEO: Hiroshi Aoi) has launched "Marui Lab," a research media platform that re-examines the state of the economy and consumption surrounding our daily lives through the keywords of "relationships" and "exchange," in collaboration with Kurodori Inc., a content label led by Megumi Wakabayashi, former editor-in-chief of WIRED Japan.

Logo: Hiromi Fujita (FUJITA LLC)

"Marui Lab" aims to explore Marui Group's management vision of "an economy driven by 'liking'" by shifting its focus from the current business environment to the relationships between people, things, and places that exist on the periphery. Through research, the media seeks to re-examine themes of economy and exchange from a broader perspective. By encountering diverse individuals and sharing our research experiences, we aim to foster a space where readers with various standpoints and interests can contemplate new societal structures. We look forward to your anticipation.

The first article will be distributed on Substack at 6:00 PM on Tuesday, July 7th.

Media Concept

"Marui Lab" is a research media that considers the ecology of relationships.

Starting with the themes of "relationships" and "exchange," we will explore alternative economic models, including Marui Group's "an economy driven by 'liking'." It is Marui's "telescope" that deciphers the complex ecosystem of relationships involving people, things, places, and systems, and focuses on the signs of new economies and societies.

Illustration: Moemi Narasaki

Background and Objectives of Media Launch

Marui Group's origins trace back to 1931 when our founder, Chuji Aoi, began installment sales of furniture in Nakano, Tokyo. The installment system was born from the desire to make furniture, which was expensive at the time, accessible to young people. While the form has evolved from issuing Japan's first credit card in 1960, transforming the business model after the bubble burst, and co-creating with startups, Marui has always valued supporting customers' lives and life journeys through goods, rather than merely facilitating financial transactions. As a company with both retail and financial aspects, perhaps what we have long grappled with is the intricate entanglement of people, money, goods, places, and systems.

Currently, new economic principles referred to as the "creator economy" and "passion economy" are beginning to emerge. Could these represent an "alternative economic rationality" driven by individuals' strong passions and "liking," which cannot be measured solely by cost performance, price competition, or efficiency? Marui Group's current management vision, "an economy driven by 'liking,'" is a concept born at the intersection of these changing times and Marui's own history.

Looking ahead to our 100th anniversary in 2031, Marui Group is re-examining the future of society and the economy and engaging in activities to share these "questions" with various stakeholders. Through these activities, we aim to broaden the circle of like-minded individuals who resonate with our vision and concept of "an economy driven by 'liking.'" With this objective, we established the research media "Marui Lab" in partnership with Kurodori Inc. on July 7, 2026.

Media Overview

Media Name: Marui Lab

Operated by: Marui Group Co., Ltd.

Kurodori Inc.

Distribution Platforms: Substack, Spotify, Apple Podcasts, YouTube, X

Distribution Content

Please register for each platform via the provided URLs.

1. Newsletter

A read for considering "the ecology of relationships," delivered every Thursday at 6:00 PM.

Substack URL: https://substack.com/@maruilab

Serialized Series: "Hobby Revolution for All" by Atsuo Nakayama

Entertainment sociologist Atsuo Nakayama analyzes hobbies from ancient times to the present, deciphering the ecosystem of the content business from a new perspective.

Serialized Series: "Ethnography of Money" by Shinji Tsukahara

Even now, "the relationship between people and money" that cannot be explained by capitalism alone is deeply rooted in our lives. Folklorist Shinji Tsukahara explores the world of "economic folklore."

Serialized Series: "A World Created by 'Liking': A Short History of Fandom" by Megumi Wakabayashi

"Fandom culture," which is also attracting attention from the business world, how did such participatory cultures come into being? Megumi Wakabayashi, Content Director at Kurodori Inc., deciphers this.

Research Report: Marui's Telescope

From series projects to individual interview projects, we research "the ecology of relationships," the theme of Marui Lab, and report on the findings.

2. Podcast

Marui Group President Hiroshi Aoi also joins as a Marui Lab researcher!

The URL will be announced later on our official X account.

Talk Podcast Series: "Aoi Lab"

A video podcast where Marui Group President Hiroshi Aoi hosts conversations with guests who practice supporting an economy driven by "liking." Megumi Wakabayashi (Kurodori Inc.) will serve as the moderator.

3. X

Micro-content shared twice a week, conveying Marui Lab's interests and activities.

X URL: https://x.com/marui_lab

Kurodori Inc.

A content label that questions the current status quo and "re-imagines" alternative ways of being for all things, producing content across various media including magazines, websites, video, events, and travel. Books include "Let's Live in Music City: Music Ecosystems and New Urban Policies" (July 2025), "Reading Groups for Companies and Society" (January 2025), and "Introduction to Fandom Economy: From BTS to the Creator Economy and Metaverse" (June 2022). They also plan and produce podcasts such as "Metaverse Etcetera" and "Hello Future." In February 2025, they will open a bookstore + gallery, TIGER MOUNTAIN, in Toranomon, Tokyo.

https://blkswn.tokyo/

Marui Group Overview

Company Name: Marui Group Co., Ltd.

Head Office Location: 4-3-2 Nakano, Nakano-ku, Tokyo 164-8701

Main Telephone: 03 (3384) 0101

URL: https://www.0101maruigroup.co.jp

President and CEO: Hiroshi Aoi

Major Subsidiaries: EPOS CARD CO., LTD., MARUI CO., LTD., M&C SYSTEM CO., LTD., etc.