NITORI Launches "NITORI Ambassador" Program for Lifestyle-Oriented Product Proposals via SNS

NITORI Co., Ltd. (Headquarters: Sapporo, Hokkaido; President and CEO: Akio Nitori; hereinafter: NITORI) will commence a new initiative in June 2026, appointing influential influencers as "NITORI Ambassadors" to engage in medium-to-long-term information dissemination. This initiative will go beyond single product introductions, aiming to deliver more realistic and relatable information by having the ambassadors continuously use products in their actual daily lives.

Background for Launching "NITORI Ambassador" In recent years, information gathering centered around social media has become commonplace, with a growing emphasis on real-life perspectives from consumers, rather than one-way communication from companies. Against this backdrop, NITORI has decided to position influencers with influence and expertise as "NITORI Ambassadors" to continuously share proposals for products and lifestyle ideas.

Features of This Initiative This initiative differs from traditional one-off influencer marketing in the following ways:

- Continuously using products in real-life settings and communicating their appeal. - Providing realistic information based on the ideas of specialized influencers and current trends. Through these features, NITORI aims to deliver highly reliable information that serves as a valuable reference for a wider range of customers.

About NITORI Ambassadors For the 2026 fiscal year, the following three individuals will participate:

- Culinary Field: Oyone, a "super-fast recipe creator" active on TV programs and Instagram https://www.instagram.com/oyone.gram/ - Home Appliances & Lifestyle Field: COCO, who shares ideas for enriching daily life and useful items https://www.instagram.com/coco_akanuke_room/ - Storage Field: Ochibi, who regularly posts about products and has published a book as a NITORI enthusiast https://www.instagram.com/ochibi___room/

In this initiative, influencers with strong communication skills and affinity in their respective fields will be appointed to cover a wide range of product categories, including kitchenware, storage, and home appliances. We will continuously introduce specific usage scenarios and creative ideas from daily life through regular posts by the ambassadors.