BuzzFeed Japan and PRAP Japan Establish Strategic Partnership

BuzzFeed Japan Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Scott Mackenzie; hereinafter referred to as BuzzFeed Japan) and PRAP Japan Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Ikuo Suzuki; hereinafter referred to as PRAP Japan) are pleased to announce that they have reached an agreement on a business collaboration aimed at strengthening communication between listed companies and young/potential individual investors within the "Next-Gen Money Mirai Investment Club" special feature operated by BuzzFeed Japan's news media, HuffPost Japan.

In this project, we will provide new content and packaged services that fuse the expertise of both companies, as well as conduct joint marketing. Through these initiatives, we will expand opportunities for companies to disseminate information and engage in dialogue with young and potential individual investors, thereby supporting communication activities that lead to mid- to long-term corporate value improvement.

HuffPost Japan

Project Background

Against the backdrop of the Tokyo Stock Exchange's request for "management that is conscious of capital costs and stock prices" and the expansion of the individual investor base due to the launch of the new NISA system, companies are required to engage in comprehensive communication that includes not only financial information but also non-financial information such as management strategy, human capital, and sustainability. Among these, dialogue with young and potential individual investors, who traditionally have limited contact with conventional IR briefings and economic media, has become a significant management challenge for many companies.

Based on this background, this project aims to build a new communication model that leads to improved corporate value by combining HuffPost Japan's editorial capabilities, social issue context, and reach to young people with PRAP Japan's expertise in designing stakeholder communication with a PR perspective, translating non-financial corporate information into "words that reach consumers."

Collaboration Details

1. Joint Development of New Content for "Mirai Investment Club"

A joint team will be formed by both companies to produce new content for young and potential individual investors, aiming to present investment not just as "talk about money" but as "options for the future," "social participation," and "understanding companies."

Content examples:

Survey planning on investment and corporate values of Gen Z

Feature articles explaining non-financial information of listed companies in an easy-to-understand manner

Roundtable discussions

2. Joint Development of New Solutions

We will proceed with the joint development of new services to support mid- to long-term stakeholder communication for companies, including:

"Dialogue Design Support" for improving corporate value

Support for integrated dissemination of financial and non-financial information

Support for dissemination of non-financial information

Communication measures for young people

Community and event-based measures, etc.

3. Joint Marketing Seminars

We will hold joint seminars for management planning, IR, finance, and public relations departments on the themes of communication strategies with young people and dissemination of non-financial information. We will also consider providing integrated communication measures that link surveys, events, and article distribution.

Future Development

New content will be rolled out sequentially from August 2026, with joint seminars and other events planned.

Through this project, we will support two-way communication between companies and young/potential individual investors, contributing to improved corporate value and the establishment of sustainable relationships with society.

Comment from Scott Mackenzie, CEO of BuzzFeed Japan Co., Ltd.

It is increasingly important in society to deliver information about investment and corporate value in an easy-to-understand manner to a wider range of consumers, especially the younger generation. This project aims to deepen the understanding and engagement of young people by combining our company's strengths in editorial capabilities and communication design. Within HuffPost Japan's "Mirai Investment Club," we will further enhance content that allows for a multifaceted understanding of companies and social issues, create new opportunities for dialogue and learning, and improve the reader experience.

Comment from Ikuo Suzuki, President and CEO of PRAP Japan Co., Ltd.

As the importance of communication for improving corporate value grows, creating new touchpoints with young and potential individual investors is a key theme for many companies.

By combining HuffPost Japan's high editorial capabilities and its ability to communicate on social issues with our company's expertise in supporting stakeholder communication, we will deliver non-financial corporate information in a way that better reaches consumers and contribute to the realization of better dialogue between companies and society.

About BuzzFeed Japan

BuzzFeed Japan Co., Ltd. aims to create a positive impact on society by delivering information on news, culture, cooking, shopping, entertainment, and more through articles and videos. Currently, we operate four vertical media outlets: HuffPost Japan, which has a large readership with high interest in social issues, BuzzFeed Japan, Tasty Japan, and BuzzFeed Kawaii. Leveraging the communication power cultivated by each media outlet, we focus on producing high-quality content that resonates with readers' hearts, and we operate with investment from BuzzFeed (USA), The Asahi Shimbun Company, and Asahi Broadcasting Group Holdings, Inc.

<Company Overview>

Company Name: BuzzFeed Japan Co., Ltd.

Representative: Scott Mackenzie

Location: 7F, WeWork Iceberg, 6-12-18 Jingumae, Shibuya-ku, Tokyo 150-0001

Business Activities: Digital media operation, content production, consulting

HP (HuffPost Japan): https://www.huffingtonpost.jp/

What is Next-Gen Money Mirai Investment Club?

https://www.huffingtonpost.jp/news/money/

This is a special feature on money for young people conducted on HuffPost Japan. With the launch of the new NISA system, investment interest is growing. We aim to deliver a "new way of interacting with money" in an easy-to-understand and relatable manner to novice and intermediate investors. The target audience includes information-sensitive business professionals, next-generation individual investors, investment beginners, and the working generation, primarily Gen Z and Millennials, who are highly interested in work styles, future anxieties, and social participation.

About PRAP Japan

PRAP Japan Co., Ltd. is a communication consulting group that comprehensively supports the communication activities of companies and organizations with a PR perspective. Since its founding as a general PR company in 1970, we have expanded our business domain with the mission of "fostering good relationships in a world of diverse values." With bases in Japan, China, and Southeast Asia, and in collaboration with multiple group companies specializing in the communication field, we solve problems with communication that broadens societal perspectives, without being bound by past "common sense."

<Company Overview>

Company Name: PRAP Japan Co., Ltd.

Representative: Ikuo Suzuki

Location: 8F, Midtown East, 9-7-2 Akasaka, Minato-ku, Tokyo 107-0052

Business Activities: Communication consulting and service provision

HP: https://www.prap.co.jp/