With the keyword "Your closest partner" JAFCO has been investing and supporting businesses while working with many startups. We will create new industries together with highly motivated entrepreneurs. As part of that effort, we started program cooperation as a partner this year for "TOKIO Terrace," which was provided last year.

"TOKIO Terrace" is a dialogue program in which Taichi Kokubun, vice president of TOKIO Co., Ltd., collides with entrepreneurs and listens to the distress and strategies of startups. Why and how does JAFCO work on its first program cooperation? We spoke with Executive Officer Kiko Matsumoto and her partner Mizuki Takahara, who created the impetus for this project.

Click here to know more about TOKIO Terrace

【profile】
JAFCO Group Co., Ltd. Executive Officer Sueko Matsumoto (Matsumoto / Sueko)
After joining the company in 1990, he was mainly in charge of marketing planning, establishment and reporting of funds. In 2017, he was appointed as an executive officer (in charge of fund management and management). Since our rebranding in October​ ​2020, we have been in charge of public relations / branding and sustainability projects.

JAFCO Group Co., Ltd. Partner Mizuki Takahara
Joined the company in 2010 after graduating from the Faculty of Law, Doshisha University. After working at the Chubu branch office (currently the West Japan Branch), became president of the Kansai branch office in March​ ​2018. After that, he became the president of the West Japan Branch (current position) from September​ ​2021 and a partner from June​ ​2022. After joining the company, he has consistently engaged in startup investment and growth support outside of Tokyo. In addition to having a track record of EXIT in IPO / M&A, he also has experience in fundraising business. We are engaged in a wide range of activities to support entrepreneurs in various regions, such as the Japan Startup Support Association and the Osaka City Startup Company Support Program.

Aiming to revitalize the entire Japanese startup industry

-First​ ​of all, could you tell us what kind of program "TOKIO Terrace" is?

Takahara This is an economic documentary program that started in April​ ​2021 in Kansai. MBS (daily broadcast) seems to have long wanted to make a program that puts the spotlight on startup entrepreneurs, and made an offer to TOKIO who decided to establish TOKIO Co., Ltd. at exactly the same time. is what they said.

Matsumoto Mr. Kokubun, who serves as MC, is a corporation. TOKIO Vice President and one of the startup entrepreneurs. I hear that you are very interested in new things. In a dialogue-style program where Mr. Kokubun listens to the efforts and feelings of entrepreneurs. 1 In the time frame 2 Becoming a company and an entrepreneur, the content that the entrepreneur wants to convey, such as the background of the entrepreneurship and business development, is firmly conveyed with Mr. Kokubun's exquisite thrust.

-Why​ ​did JAFCO decide to sponsor the show?

Takahara I live in Kansai and watched "TOKIO Terrace" a lot, and I thought it was an interesting program with a close-up of entrepreneurs. At first, I wanted to make an investment company that I was in charge of appear, so I was introduced to the people involved in the program through an acquaintance, but the proposal was made by JAFCO. was. It seems that the program side has always wanted VC to join as a sponsor.

From the person in charge, "VC sponsors a program that supports startups, and the initiative itself is very significant. JAFCO, a long-established and largest VC in Japan, will take the lead in tackling such measures, which will further revitalize the Japanese startup scene. " I decided to consult.

－Have there been previous cases of sponsorship of TV programmes?

Takahara There are appearances on the program, but this is the first time we have sponsored it. It will be a new challenge for us as well, so I consulted with Matsumoto with the determination to break the jade, but I was surprised to hear a surprisingly positive response.

Matsumoto We sometimes get requests to appear on TV programs, but we don't have the opportunity to be continuously involved with the content that matches the image we envision. However, it is practically difficult to plan a program that suits your image. Under such circumstances, when I heard the story of "TOKIO Terrace" from the plateau and tried watching it on Tver, I frankly felt that it was a very good program. It's a very well-made program that introduces startups, and from the perspective of general viewers, I think it's a documentary that can be enjoyed by a wide range of people.

Since 2020, we have been sending out the brand message "Your closest partner." In the sense of embodying this message, I feel that supporting the program as a VC and getting more people to know about the program and startups will lead to the excitement of the industry. Although it was a monthly late-night program limited to the Kansai area, it will also be distributed on Tver, so it may be seen by people all over the country. As the first initiative at JAFCO, I decided to take advantage of this opportunity to meet a good program and get involved as a partner.

-One​ ​of the highlights of the program is how Mr. Kokubun, Vice President of TOKIO Co., Ltd. will develop a dialogue.

Takahara I visited the recording site several times, but the recording time was one hour per company, which is twice the actual broadcasting time, and the content of the dialogue was quite intense each time. Of course, there are some plots, but it is not uncommon for Mr. Kokubun to dig deeper into another part in the flow of the story. Even during the relocation of the studio and chat after recording, he enthusiastically asked questions with the same tone as during the production, and Mr. Kokubun's antenna height and strong interest make up "living content". I was impressed.

Spotlight on startups that will create the future of Japan

-JAFCO investee companies were featured​ ​How was the response after the broadcast?

Takahara At the beginning, we had an image of a direct effect such as "the person who watched the program becomes a customer of the company", but in reality, "stakeholders in a close position such as the family of employees" We received many comments such as "I was pleased" and "It helped me to engage in the company." In addition, there is a side effect that "it became a trigger for media relations". Once it has been featured on TV, it is easy to connect to the next interview, and it seems that you feel that it has great merits in the medium to long term.

Matsumoto I think that supporting "TOKIO Terrace" as a partner has been well received by both the company and the people around us. Actually, before the broadcast, there was a lot of discussion about the cost-effectiveness of what should be spent on branding and what can be obtained from it. The question is how much the message we want to convey to entrepreneurs can be conveyed through the district-only late-night program.

However, when I tried it, I found out that, as Takahara says, startups are very pleased with the program appearance itself. When I heard from the performers that there was a great deal of reaction from the people around me after the performance, I reaffirmed the benefits that can only be achieved with television, despite the diversification of the media. I think that it is only TV, which has the ability to create content that appeals to a wide range of people and has accumulated experience, that will appeal to people who are not familiar with startups, regardless of generation, occupation, or position. We can't decide which startup to appear on the show, but our capitalists have made a number of requests, "I want you to pick up your own company as well." .. Even if it does not have a direct effect on the management of the investee, I realized that this is also a form of support required of startups.

Takahara Including the concept of focusing on entrepreneurs and chemical reactions with Mr. Kokubun MBS I heard that it is a highly rated program.

-We​ ​also launched the first TV commercial since JAFCO was founded.

Matsumoto Yes. Since we value the position of entrepreneur Kuroko, we did not create a commercial that appeals to ourselves. We were particular about the form that features the investee companies, and took the form of a dialogue between entrepreneurs and investment managers, and we had three investees appear. The investment managers who are facing each other nod to the entrepreneur's words, thinking most about incorporating what the entrepreneur wants to convey in 30 seconds. I feel very glad that I was able to thoroughly implement that stance in both the program and the commercial.

Also, from April onward, I will continue to be involved as a program production partner, not as a CM sponsor. We would like to enliven the entire startup industry by providing side support such as production ideas for programs that shed light on startups, not on our own.

-from now on" TOKIO Please tell us what you want to achieve through "Terrace".

Takahara Through the program VC I hope that more people will be interested in starting a business. It's interesting to watch because it's a program that really feels the enthusiasm for content creation, and I think it will be a discovery that "a company like this is trying to create the next new industry." Also, I simply want more people to watch the program.

Matsumoto In​ ​April, Miyoshi was appointed as the new president, and a new challenge has begun to take on the top management while running the front line as an investment player. We have various measures to support startups, but not only supporting these investee companies, but also supporting "TOKIO Terrace", which is encouraging the startup industry, is a new challenge. I would like to continue to evolve as a VC while involving more people. Please look forward to JAFCO in the future.