Message from the President

Amuse will celebrate the 45th anniversary of its founding in October 2022. What is Amuse's mission in this age of confusion in a time where the unprecedented transformation caused by COVID-19 has made it impossible to predict what will happen? We've always cherished this unwavering belief in Amuse's answer to that question.

Society today is brimming with many types of information. The new businesses, approaches, and skills necessary to survive in this era are constantly changing. People are consuming massive amounts of content that puts utility above production value. I think we should take full advantage of the technological innovations that have made content transmission and acquisition easy, but the quick consumption of information and the daily flow of content is not only making it more difficult to remember things; it is also wearing people out mentally. I think that is also a reality. What is sought in this age are things that move hearts. These are inspiring and impressive moments.

Amuse is a company that has always kept how people feel at its center. Amuse has dealt with the feelings of artists, customers, and the masses, honed its imagination, and it has continually gone to great lengths for its creative activities that amaze people. Only sincerity can move people's hearts. Needless to say, profitability and efficiency are key indicators. But they do not play leading roles. I believe Amuse has become what it is today precisely because it has continued to operate with the pride of a company that lives by entertainment, believing that creative activities focused on inspiring and impressive moments and making these moments its top priority will always produce results.

Amuse launched its plan to move its head office to the Lake Saiko area of Yamanashi Prefecture in 2020. Lake Saiko, facing the world heritage site Mt. Fuji, is a quiet place with abundant nature that is surrounded by tranquil mountains and inhibited by rare plants and animals. I think relocating the head office there from the heart of Tokyo was an action beyond what people could imagine at that time. I wanted to create a place where Amuse's artists, employees, and their family members could free their bodies and minds, and let their imaginations fly as they like. I wanted to create an environment where each Amuse artist and staff member could open up their hearts to each other, instead of just exchanging words, while respecting each other's individuality and understanding each other at a deeper level, to create a place that could foster stronger interpersonal relationships. The strong desire for this led me to make this big decision ahead of the times.

That was about two years ago. And a truly large number of artists and employees have been visiting Amuse Village everyday. They can really feel their hearts open to each other in a way never possible in urban meeting rooms and on the Internet by deliberately distancing themselves from the hustle and bustle of the heart of Tokyo and communicating with each other in the majestic bosom of nature.Going there is like a certain type of excursion.; the experience of spending time by Lake Saiko nurtures ideas that each of us can take delight in, fosters relationships that enable people to share goals, and enables them to go home with these ideas and connections as the rewarding product of their efforts..

The effects of COVID-19 still remain today. Additionally, many problems, including the Ukraine crisis, are emerging all over the globe. Amuse can do many things as a group of people living in this era to lead children to the future with peace of mind. I want to make Amuse Village into a place where people in Amuse can unite as one against various global problems, hoping for a future free from conflict.

Entertainment is a symbol of diversity, and its base is the spirit of wishing people happiness. Public interest in the SDGs is increasing now. I think we can say the business activities that Amuse has undertaken in the past have been directly linked to initiatives for making our society sustainable.

The thing that only Amuse can do is to provide opportunities through experiences of inspiring and impressive moments. The various tasks that humankind must do cannot be accomplished even if each company pursues sustainability unless the awareness and actions of each living person change. We can awaken the masses, arouse their interest, and increase the momentum pushing them to think about bettering society by expressing many issues through entertainment while increasing artists' influence in attractive ways. I believe this is the role that Amuse should take on in this chaotic world. "FUN OUT!" is a project for activities in a recycling society that Amuse launched at its new head office with key concepts of "mental and physical health." Inspiring and impressive experiences with nature that resonate with the five senses and the minds of humans makes us really feel that we are the members of this irreplaceable planet Earth. Amuse will develop these experiences into a new business pillar that generates synergy with existing operations, and connects people with each other, with the regions and with the Earth along the way. Please keep an eye on Amuse's future initiatives.

Amuse established a new company, Kulture, in June 2022. This new company aims to enable people to experience inspiring and impressive moments in a new age by combining cutting-edge NFT, the Metaverse, and other Web 3.0 technologies with entertainment. Perfume and BABYMETAL have used new technologies ahead of other artists in the past. Kulture will speed up the development of new IP and services in digital domains, and expand the field for artistic expression at the same time. In addition, Amuse set up the Kulture FUND investment fund for start-ups to bring together information and knowledge in all digital domains.

I feel these cutting-edge technologies have great potential. I am fascinated by them, and I try to prevent making the use of them the goal. These are just a few of Amuse's approaches for expanding the talent of the artists who are central to the company. Let me repeat myself and say again that people play the leading role at Amuse. With parties who are definitely able to share this people-oriented thinking, I want to guide the Amuse Group to breakthroughs through aggressive capital and business tie-ups and collaborations, without being limited to initiatives in technological domains.

"Amuse aims to explore and evolve. Amuse will continue to deliver inspiring and impressive moments that are a driving force in people's lives while solidifying and expanding connections with them. Please look forward to the new future that Amuse will work to build.