Hakuhodo DY ONE and Albirex Niigata to Co-Host Student Co-Creation Project 'FULL SWAN LIVE & EXPO 2026'

Hakuhodo DY ONE Co., Ltd. (Headquarters: Minato-ku, Tokyo; President & CEO: Hiroaki Kitazume; hereinafter 'Hakuhodo DY ONE') will co-host the student co-creation project 'FULL SWAN LIVE & EXPO 2026' with Albirex Niigata Co., Ltd. (hereinafter 'Albirex Niigata') for students currently enrolled in universities, vocational schools, and graduate schools. This project enables students to start from 'insights' gained through match attendance, refine their ideas together with professional members from Hakuhodo DY ONE and Albirex Niigata, and experience the full process up to implementing their concepts as booth exhibitions at the stadium. Recruitment for participants begins today, July 13, 2026 (Monday).

Overview of 'FULL SWAN LIVE & EXPO 2026'

Since 2023, Hakuhodo DY ONE has co-hosted the marketing planning contest 'FULL SWAN CUP' with Albirex Niigata three times, based on the concept of 'moving the world with student power.' This time, in collaboration with Purpoire Inc., a startup originating from Niigata University, the initiative has been redesigned and evolved into a co-creation project where students experience the entire process from 'insight' to implementation. Beyond mere proposal submission, students become active participants who bring their ideas to life at the stadium, offering a deeper, hands-on understanding of marketing's appeal.

The project will be conducted in the following four steps to realize a booth exhibition at the stadium:

- LIVE: August 15, 2026 (Saturday) at Denka Big Swan Stadium - Orientation will be held at Denka Big Swan, Albirex Niigata's home stadium, followed by attendance at the home opener match. - LAB: August 18, 2026 (Tuesday) offline session; August 20, 2026 (Thursday) online session - Students will organize their insights from the 'LIVE' session together with professional members, expand their ideas, and develop them into concrete plans. - EXPO: September 10, 2026 (Thursday) at Denka Big Swan Stadium - From the proposed plans inspired by student ideas, students will vote to select the final project and begin preparations for implementation. - ACTION: October 31, 2026 (Saturday) at Denka Big Swan Stadium - On the day of the home match, a booth will be exhibited at Denka Big Swan Stadium. Students will participate in on-site operations alongside professional team members.

- Application Period: July 13 (Monday) to July 31 (Friday), 2026 - Eligibility: Currently enrolled in a university, vocational school, or graduate school - Note: Open to students both inside and outside Niigata Prefecture, but attendance at the LIVE session on August 15, 2026 is mandatory - Participation Fee: Free - Note: Travel and accommodation expenses for attending the events (LIVE/EXPO/ACTION) are not covered. - Inquiry: FULL SWAN LIVE & EXPO Organizing Committee, [email protected] - Official Website: https://fullswan-expo.hakuhodody-one.co.jp/

Future Outlook

As the digital core of the Hakuhodo DY Group, Hakuhodo DY ONE is a digital marketing company that established its Niigata office in 2019, supported by the local government of Niigata Prefecture and Niigata City. The company has been actively promoting talent development and business expansion in the region. Additionally, as the 'Digital Marketing Partner' of Albirex Niigata, it has been involved in creating engaging experiences to enhance fan enjoyment.

Leveraging its expertise in digital marketing, Hakuhodo DY ONE aims to deepen its contribution to regional revitalization. The co-creation know-how accumulated through 'FULL SWAN LIVE & EXPO' will be expanded to various themes, aiming to generate sustainable value creation.

＜Company Overview＞

Hakuhodo DY ONE Co., Ltd. https://www.hakuhodody-one.co.jp Hakuhodo DY ONE leverages its expertise and know-how in digital advertising cultivated since the early days of internet advertising to provide integrated digital marketing services. With strengths in marketing strategy development, creativity, advanced operational and technological capabilities, and strong relationships with media companies and platforms, the company comprehensively supports domestic and international clients in digital-first marketing strategies and technology utilization.

As the 'Digital Core' of the Hakuhodo DY Group, the company aims to become the industry's leading digital marketing firm by consolidating group knowledge and resources, combining high specialization with strong proposal capabilities.

To be the one and only 'ONE' partner for client companies, Hakuhodo DY ONE continuously challenges and advances, walking alongside clients as a business partner to support their growth, contributing to their sustainable development and enhanced corporate value.

Headquarters: Akasaka Biz Tower, 5-3-1 Akasaka, Minato-ku, Tokyo 107-6316 Representative: President & CEO Hiroaki Kitazume Shareholder: 100% Hakuhodo DY Group Employees: 3,290 (as of April 1, 2026) Founded: April 1, 2024 Business Activities: Planning, consulting, agency services, and investment related to digital marketing

【Inquiries】 Hakuhodo DY ONE Co., Ltd. Public Relations, E-mail: [email protected]