Sanrio, Gundam, Trial... Featured Speakers Added! "Nikkei Cross Trend FORUM 2026" (July 28-30)

Nikkei BP (Headquarters: Minato-ku, Tokyo; President & CEO: Tetsuya Iguchi) will hold a large-scale event, "Nikkei Cross Trend FORUM 2026," from July 28 (Tue) to July 30 (Thu), 2026, hosted by its specialized media for marketing and innovation, "Nikkei Cross Trend."

Live sessions will be held on July 28 (Tue) and 29 (Wed), 2026, with online sessions on July 30 (Thu). All sessions are free of charge, with approximately 30 diverse lectures planned. As the business application of generative AI and AI agents progresses, this forum will provide the latest trends in digital innovation and hints for solving challenges on the front lines of business.

Following the sequential start of applications on June 22 and June 29, 2026, we are now newly accepting applications for 4 live sessions and 6 online sessions. All approximately 30 sessions have been announced.

The highlight of the third wave is "Gundam x Sanrio: The Future of 'IP and Fans' Transformed by Technology," to be held on July 29 (Wed).

Naohiro Ogata of Bandai Namco Filmworks, who oversees the brand strategy for the Gundam series, and Kosuke Hamasaki of Sanrio, who handles digital initiatives and new game business, will speak. They will focus on "how AI and technology will change the distance between fans and IP (customer touchpoints)." They will discuss future opportunities and challenges in how Japan's strong IPs, particularly the representative Gundam and Sanrio characters, can secure time with fans and build new engagement.

Key figures from prominent companies will also speak in the online sessions on July 30 (Thu).

In the retail sector, Ryota Ishibashi, President and Representative Director of Trial Technology and Director of Trial Holdings, will appear. His session, themed "The DX Management Initiatives of the Trial Group, which Acquired Seiyu," will discuss DX management with case examples.

Other notable sessions include "Breaking Free from SEO Dependence: The Essence of AIO as Told by the Long-Standing Rice Shop, 8th Generation Giemon" and "A Comeback Story from Failure: How Attenir Achieved the Industry's First 'AI Customer Service.'" These sessions will explain AI implementation with real-world examples.

Approximately 30 sessions from companies such as Classcom, Herabony, Fayra Japan, Familiar, CyberAgent, Rakuten Group, Kashima Antlers FC, Gakken, Shogakukan, and Yurin-do are all free. Some sessions have limited remaining seats and are nearing the application deadline. Please register early.

● Register for free here https://events.nikkeibp.co.jp/event/2026/xtf2026/

● Featured Organizer Sessions [Organizer Sessions (Third Wave: Applications Open Today)]

<Live Sessions>

The Careers and Organizations of Marketers Who "Continue to Deliver Results" in the AI Era

Yukiko Yamaguchi, SVP & CMO, Panasonic Connect × Tatsuya Okamoto, Representative, Office Marketing Island / Advisor, Ajinomoto

Behind the Scenes of Developing the "Design x Business Cross-Border Skill Map" – Marketers and Designers Engage in a Frank Discussion

Yu Osaki, Director, Design Strategist / Service Designer, Consent × Yu Hirosawa, Leader, Innovation Group, Media Marketing Department & Cross-Company DX Co-creation Department, DX Solutions Center, Digital Strategy Division / Visiting Researcher, Center for Management and Innovation Research (HIAS M.I.C), Institute of Social Science, Hitotsubashi University, Kao Corporation

Gundam x Sanrio: The Future of "IP and Fans" Transformed by Technology

Naohiro Ogata, Director, Head of Gundam Business Division, Bandai Namco Filmworks × Kosuke Hamasaki, Senior Managing Executive Officer, Sanrio

How to Create Content Loved in the AI Era

Sadaaki Kato, Representative Director, CEO, note × Kōichirō Shima, Executive Officer, Hakuhodo / Founder, Hakuhodo Kettle

<Online Sessions>

The DX Management Initiatives of the Trial Group, which Acquired Seiyu

Ryota Ishibashi, President and Representative Director, Trial Technology & Director, Trial Holdings

Breaking Free from SEO Dependence: The Essence of AIO as Told by the Long-Standing Rice Shop, 8th Generation Giemon

Shōyu Jindoku, Director & CMO, Mail Order Business Division, 8th Generation Giemon

Retail Media & Retailtainment: Creating In-Store Experiences in the AI Era

Fuyuki Kunitachi, President and Representative Director, Data One × Takashi Shikishima, Executive Officer, Hankyu Hanshin Department Stores × Shun Iba, President and Representative Director, IBA Company

A Comeback Story from Failure: How Attenir Achieved the Industry's First "AI Customer Service"

Kiyoshi Shinkai, Manager, Mail Order Sales Department, Business Strategy Division, Attenir

Realizing "AI Marketer" with AI x Data x Evidence! Latest Utilization Techniques

Ren Serizawa, Executive Officer, Korexia / Chief Researcher, Evidence-Based Marketing Japan Research Organization (EBMI)

Decoding the Latest Trends in "Oshi-katsu" (Fan Activities) and Predicting Hits for 2027 with Data

Takashi Yokono, CDO (Chief Data Officer), Executive Vice President, GEM Partners × Atsuo Nakayama, Entertainment Sociologist / CEO, Re entertainment

[Organizer Sessions (First and Second Waves: Applications Being Accepted)]

<Live Sessions (Partial)>

Scientific Marketing Based on Latest Research: Brand Growth Strategies in the AI Era

Byron Sharp, Director, Ehrenberg-Bass Institute for Marketing Science, University of South Australia × [MC] Ren Serizawa, Executive Officer, Korexia / Chief Researcher, Evidence-Based Marketing Japan Research Organization (EBMI)

Voice Actor & CEO Yuki Kaji: The Potential of New IP Businesses Created with Voice AI

Yuki Kaji, Voice Actor / President & CEO, FRACTAL

Why Did Long-Standing Brands Change? Practical Methods for Customer Expansion and LTV Improvement

Naohisa Yagi, President and Representative Director, Fayra Japan × Tadahiko Okazaki, President and Representative Director, Familiar

Why is Yurin-do's MC, Buccolo, Loved? The Mission of MCs and Corporate Information Dissemination in the AI Era

R.B. Buccolo, Program MC, "Yurin-do Shika Shiranai Sekai" (The World Only Yurin-do Knows) on YouTube × Takayuki Fukatsu, UI/UX Designer / CEO, THE GUILD

The Future of Marketing Transformed by Generative AI

Masataka Mōri, General Manager, AI Creative Company, AI Business Division, CyberAgent × Masaki Tabe, Senior Executive Officer, Group CRO & President, Novasell, Raksul

Rakuten x Shopify Executives' Vision: The Future of "Agentic Commerce"

Mari Takama, General Manager, Rakuten Ichiba Merchand Merchandising Department, Commerce & Marketing Company, Rakuten Group × Michio Baba, Country Manager, Shopify Japan

"GOAT" x "Gakken's Illustrated Encyclopedia LIVE" Editors Discuss: Creating Products That Leverage "Obsessive Passions"

Kaoru Mitsuhashi, Editor-in-Chief, GOAT, Shogakukan / Editor-in-Chief, "STORY BOX," Literary Editorial Department × Yoshiyuki Matsubara, Editor-in-Chief, Gakken's Illustrated Encyclopedia LIVE, Gakken

Fanbase in the AI Era: What Small Companies Need to Be Chosen

Naoyuki Sato (Satonao), Communication Director / Chairman, Fanbase Company × Shoichiro Kimura, President and Representative Director, Kimura Soap Industry

"J1 Champion Kashima" President Koizumi Discusses the Conditions for Companies Loved by Fans

Fumiaki Koizumi, Representative Director and President (Chairman), Mercari & Representative Director and President, Kashima Antlers FC

<Online Sessions (Partial)>

The Estée Lauder Companies: Brand Building in the AI Era - CDMO x Barta

Aude Gandon, CDMO (Chief Digital & Marketing Officer), The Estée Lauder Companies × Thomas Barta, Founder, The Marketing Leadership Masterclass / CEO, Marketing Leadership Institute

DX Reform of a Milk Delivery Business in a Declining Industry! Philosophy of a Second-Generation President from a Consulting Background

Ryo Nishihara, Representative Director, Meiji Cooker

● Register for free here https://events.nikkeibp.co.jp/event/2026/xtf2026/

The theme for this event is "Rethinking Marketing in the Age of AI Agents: Possibilities and Limitations of AI." Over three days, we will deliver diverse lectures covering marketing DX, agentic commerce, AIO (AI Search Optimization), customer experience (CX), customer understanding, retail DX, digital advertising, and brand and cultural creation.

Generative AI is already transforming business and daily life. With the spread of AI search and AI agents, consumer behavior is also undergoing drastic changes. We are entering an era where traditional business models and existing marketing methods are no longer effective.

On the other hand, perhaps as a reaction to the acceleration of efficiency through digitalization and DX, consumption behaviors that consciously reject time performance (taipa) and mental performance (menpa), which can be seen as inefficient, are also beginning to emerge.

This is symbolized by the emphasis on in-store experiences, physical touch, and face-to-face communication. In the age of AI, how will consumers change, and how should marketing innovate? We will clarify the present and future of marketing, the possibilities and limitations of AI, and coexistence and collaboration with humans through cutting-edge marketing case studies and diverse seminars by experts.

[Event Overview]

- Name

Nikkei Cross Trend FORUM 2026

- Dates

[Live] July 28 (Tue) - July 29 (Wed), 2026 [Online] July 30 (Thu), 2026 *All sessions are free (pre-registration required)

- Venue

July 28 & 29 "Tokyo Convention Hall" https://www.tokyo.conventionhall.jp/access.html 5 minutes from Yaesu South Exit, JR "Tokyo Station" Directly connected to Exit 3, Tokyo Metro Ginza Line "Kyobashi Station"

[About Nikkei Cross Trend]

"Nikkei Cross Trend" (https://xtrend.nikkei.com/) is a digital media outlet that provides information on marketing strategies, product development, and new business creation. It reports in detail on the front lines of new product development, marketing strategies, and business strategies of companies that are undergoing significant changes due to the evolution of digital technology, based on data and real-world examples. It reveals the key points for "products that sell" and "service development." The target audience includes a wide range of business professionals in corporate planning, new business development, product planning/development, systems, marketing, sales, and customer service. Content is delivered primarily through web and smartphone sites, and smartphone apps.

◆ Inquiries regarding this release

For inquiries regarding this release, please contact Nikkei Cross Trend (Phone: 03-6811-8916 / Inquiry form: https://support.nikkeibp.co.jp/app/ask_0301/p/218/). For media interview requests, please use the inquiry page on Nikkei BP's corporate website (https://www.nikkeibp.co.jp/faq/).