Mitsui & Co., Ltd. ("Mitsui", Head Office: Tokyo, President and CEO: Kenichi Hori) will merge its wholly owned subsidiary Legoliss Inc. ("Legoliss", Head Office: Chiyoda-ku, Tokyo, CEO: Masaki Sawasaki) with Hogetic Lab Inc. ("Hogetic Lab", Head Office: Chiyoda-ku, Tokyo, CEO: Ryo Otake, a Mitsui & Co. subsidiary since February 14, 2025). The merger will take effect as of April 1, 2025. The new company, MBK Digital Co., Ltd. ("MBK Digital"), will support corporate innovation and growth by facilitating the use of data required for frontline business activities, especially marketing.
The spread of generative AI is creating an environment in which data can easily be used without specialized knowledge. However, only 8%* of Japanese companies are achieving the full benefits of data utilization, and while companies recognize the importance of data utilization, the majority are unable to launch specific initiatives.
Hogetic Lab excels in the proposal of plans and the development of hypotheses for companies considering data utilization. Its expert analysts work alongside clients and help them to implement effective measures through the use of original AI-based solutions (software products).
Legoliss is one of Japan's leading providers of support for the creation of customer databases and has built an impressive track record in this area. It also provides innovative marketing support tools from Japan and overseas. These include ZEFR, a solution that uses AI functions to enhance the effectiveness of video advertising while protecting brand images.
MBK Digital will combine the capabilities of both companies to provide support for corporate customers to build structures that will enable them to utilize and manage internal and external data through the entire process from planning to implementation.
Mitsui aims to help as many businesses as possible to discover and solve management issues and pursue data-driven management by integrating the capabilities of Mitsui Group companies, including IT support services and digital BPO services. MBK Digital will play a core role in these efforts.
*Gartner Japan, "Data Utilization Survey" (published in January 2025)
Company Profile
| Official name | MBK Digital Co., Ltd. |
|---|---|
| Head Office Location | 2F, S-Gate Otemachi-Kita building, 3-4, Uchikanda 2-chome, Chiyoda-ku, Tokyo |
| Established | April 1, 2025 |
| Representative | Shin Serizawa (to be appointed on April 1, 2025) |
| Number of employees | Approximately 70 |
| Business Activities | Support for data utilization and introduction, including data strategy formulation and AI development/BI development/analytical R&D planning, management of data-based advertising on behalf of clients, and sale of Japanese and foreign AI tools for ad streaming |
Mitsui’s Materiality
“Build brighter futures, everywhere” as our corporate mission, and to gain the trust and expectations of our stakeholders to realize a better tomorrow for earth and for people around the world, we have identified five material issues (“Materiality”) for Mitsui’s sustainable growth. We anticipate this particular project/ business to contribute especially to the realization of “Enhance quality of life”
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Secure sustainable supply of essential products
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Enhance quality of life
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Create an eco-friendly society
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Develop talent leading to value creation
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Build an organization with integrity