[Mobcast Holdings Co., Ltd.] Launch of Hawaii-based IP creation project “KaLae” | First step to develop D2C fashion ~ Brighten up your daily life with the aloha spirit ~
Mobcast Holdings Co., Ltd. Press release: April 17, 2025 Launch of IP creation project “KaLae” from Hawaii | First step to develop D2C fashion ~ Brighten up your daily life with the aloha spirit ~ Mobcast Holdings Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director and CEO: Takaki Yabu) has launched the Hawaiian IP project “KaLae” as a new initiative for its IP creation strategy based on “creator co-creation management.” With the idea of “using Hawaii’s nature, climate, culture, and aloha spirit to brighten and energize everyday life, which has been chaotic due to wars, pandemics, etc.”, we are developing D2C fashion as our first project together with Rina Harada, who grew up in Hawaii. In the future, we will expand into the entire lifestyle field, with a view to collaborating with companies and local governments.
https://prcdn.freetls.fastly.net/release_image/37860/211/37860-211-355aa50f324a6060a735e0be5028f817-1280×670.png ◆ Embodying the brand’s worldview with the sensibilities raised in Hawaii and leading with the power of communication – Rina Harada appointed as director Rina Harada grew up in Hawaii and has both urban and natural sensibilities. Even after returning to Japan, he continued to embody the aloha spirit and communicated his sensibilities through SNS. We selected her as a director who embodies the worldview of KaLae, as she resonates with modern women.
https://prcdn.freetls.fastly.net/release_image/37860/211/37860-211-0158abb12e9b027ab9853c4c9b2594bf-1858×1010.png ▼ Rina Harada Instagram https://www.instagram.com/karina.hawaii0401/ ◆Over 1 million views on Instagram ─ SNS empathy engine accelerates D2C fashion Mr. Harada’s sensibilities and culture based on his Hawaiian lifestyle have garnered a lot of sympathy on social media, and some of his Instagram reel videos have been viewed more than 1 million times. The brand’s communication power, which is rooted in real life and values, has given it solid sympathy and spread. Using this “engine of empathy” as the starting point, the first step of the project is a D2C fashion brand that proposes styles that connect the city and nature. We aim to bring the “Aloha Spirit” to everyday life through fashion. Meanwhile, the Mobcast Group has accumulated experience and networks in product planning, digital marketing, and brand management through collaboration with rapidly growing D2C apparel companies and the development of fashion business among three group companies. By combining Mr. Harada’s SNS communication power with Mobcast Group’s D2C support system, “KaLae” has the potential to expand from fashion to the entire lifestyle. ◆ A D2C fashion brand that reaches women who value “being themselves” “KaLae” proposes a lifestyle that values ”living in your own natural way.” This worldview strongly resonates with women in their late 20s to early 30s who sympathize with the overseas freedom and simple beauty symbolized by Hawaii. This generation has the characteristic of empathizing with a brand’s worldview on SNS and becoming a “favorite” of the brand through the experience. In “KaLae” • Weekly new releases • Flexible product development according to trends and customer feedback • First-time purchase benefits and SNS-linked campaigns Through measures such as these, we place emphasis on designing a pathway from the first touch to continued purchase. Furthermore, we will continue to share visuals and brand stories on our official Instagram. By linking with LINE, we are strengthening our connection with fans through coupon distribution and information sharing. Through this design, “KaLae” aims to become a community brand that deepens “empathy” into “relationships.” ▼ KaLae Official Online Store https://kalae.store/ ▼ KaLae Official Instagram
https://www.instagram.com/kalae_officialstore/ ◆IP from Hawaii that lights up society with the aloha spirit: Thoughts and background of “KaLae”
https://prcdn.freetls.fastly.net/release_image/37860/211/37860-211-535828b99e21e7d6cdc9628ead5b68da-852×300.png After going through wars and pandemics, the world is now in need of peace of mind and healing. In these times, the Hawaiian IP creation project “KaLae” was launched with the aim of solving social issues with the desire to “brighten and energize chaotic daily life with Hawaii’s nature, climate, culture, and aloha spirit.” “KaLae” means “clear sky” or “cloudless sky” in Hawaiian. The concept is “to be yourself and be natural.” Based on Mr. Harada’s cherished idea of ”Be Happy Anytime Anywhere – May every day be filled with your own smile,” we aim to create an IP that extends to your entire lifestyle. *Currently applying for trademark registration for the brand name “KaLae” ◆What’s next? The circle of collaboration expands with the “Aloha Spirit”
https://prcdn.freetls.fastly.net/release_image/37860/211/37860-211-e0a8043f8b02642f4b17a940edbc8262-3900×1992.png “KaLae” is not limited to fashion, but is looking to expand into lifestyle fields such as cafes, food, and miscellaneous goods. Centered on the worldview of “Aloha Spirit,” we will evolve into a lifestyle IP that brightens people’s hearts at every point of contact in their daily lives. To achieve this goal, we are recruiting a wide range of collaboration partners. Through collaboration with companies, local governments, and creators who are creating and nurturing the worldview of “Hawaiian IP” through their brands and businesses, we hope to create even richer social value together. If you are interested, please feel free to contact us using the form below. ������ Contact information “Hawaiian IP Creation Project” contact point E-mail: inv_div@mobcast.jp ◆Continuity of IP creation strategy with social x cultural x economical aspects The Mobcast Group has previously created multiple IPs that combine creators’ thoughts and social aspects, such as the “Sustain Beauty Project” and the “Gochisousama Project.” All of these projects have a track record of expanding the circle of empathy for social issues, using SNS and the power of creators to communicate, while also leading to collaborations with companies and monetization. “KaLae” is an extension of these efforts and is the “third IP aimed at solving social issues.” With the Hawaiian cultural values of healing, freedom, and harmony as a backdrop, this project, which extends from fashion to the entire lifestyle, embodies Mobcast’s “creator co-creation management,” and we will continue to aim for sustainable development as an IP that fuses the three axes of sociality, cultural value, and economic efficiency. ◆Company Profile Company name: Mobcast Holdings Co., Ltd. Representative: Representative Director and CEO Kouki Yabu Address: 26-30 Higashi 1-chome, Shibuya-ku, Tokyo Business content: IP investment development business Established: March 2004
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