We facilitate and lead the official partnerships between global brands and the Breeders’ Cup, one of the world’s largest horse racing events. This world class sports event is one of the properties for JMI Sports. Collaborations between this global celebration and the brands not only enhance visibility in the U.S., but also contribute to increased brand recognition and customer acquisition worldwide. Japan boasts one of the top markets in the global horse racing industry. Recognizing this potential, we work together with the Breeders’ Cup and JMI Sports to promote and expand partnerships with the brands.

We facilitated and led the U.S. Partnership Between Inaba “Churu” and LA Angels. We facilitated and coordinated the official 2023 season partnership between Inaba Petfood, the maker of the popular “Churu” brand, and Major League Baseball’s Los Angeles Angels. The partnership was established with the primary goal of expanding Churu’s presence and distribution in the U.S. market through strategic PR and marketing initiatives. As part of the collaboration, Churu conducted sample giveaways, in-game promotions, and created limited-edition co-branded merchandise—all contributing to a dynamic and engaging campaign. Thanks to the distinctive and highly recognizable nature of the Churu brand, the partnership quickly gained attention on social media and even received coverage by official MLB channels, generating significant buzz across the U.S.

On February 1–2, 2025 (Saturday and Sunday), we hosted a two-day pop-up event titled “Japan Fair in Napa Valley” in California’s world-renowned Napa Valley. This event was designed to showcase the refined craftsmanship, unique ideas, and still-undiscovered products, works, and culture of Japan. Our goal was to create a platform where Japanese creators and companies could explore new possibilities, connect with new audiences, and gain valuable insights through direct engagement. Visitors to the fair were offered a range of hands-on experiences, allowing them to interact with the products and creators in meaningful ways. Their reactions and feedback provided essential input to inform future business development strategies for participating brands.

We led the rebranding of the flagship product of Hinodeya Seika Co., Ltd., a long-established rice cracker manufacturer founded in 1924 and based in Nanto City, Toyama Prefecture, Japan, as part of their effort to expand distribution in the United States. While the original packaging design had been cherished in Japan for many years, we created a new U.S.-oriented visual identity that better resonates with American consumers. The updated design highlights the natural beauty of Toyama Prefecture while effectively communicating the uniqueness and appeal of the product. Looking ahead, we are committed to supporting Hinodeya Seika not only in entering Asian-oriented markets, but also in reaching a broader audience within the American mainstream market.

We produced the U.S. market launch of “W”, a new sake brand developed by Watanabe Sake Brewery, a distinguished sake maker founded in 1870 and based in Hida City, Gifu Prefecture, Japan. As part of this initiative, we created an English-language landing page to introduce the brand and its unique concept to American consumers. “W” is an innovative sake brand that redefines how people experience sake. Rather than offering a single expression, the brand produces different varieties of sake using different types of rice—allowing drinkers to enjoy the distinct characteristics of each rice variety, much like how wine is appreciated by grape varietal. This novel approach brings a new dimension to sake enjoyment and appeals to both sake connoisseurs and wine lovers alike. We are proud to have supported the expansion of this groundbreaking brand into the U.S. market.

Client Exhibition at “Caltopia 2024” – UC Berkeley
We supported our client’s participation in Caltopia 2024, a large-scale campus event hosted by the University of California, Berkeley—one of the world’s leading universities. Over the course of two days, the event welcomed more than 40,000 visitors, primarily UC Berkeley students. It provided an excellent opportunity to conduct product research, gather market insights, and engage in pre-marketing activities. The client’s featured products for research and promotion included Japanese rice crackers, green tea, and travel to Japan. The booth attracted strong interest from attendees, allowing for meaningful interaction and feedback. Caltopia featured prominent exhibitors such as United Airlines, Pepsi, IKEA, Xfinity, Glico, and MUJI, with long lines at many booths throughout the event. For companies looking to conduct targeted market research or test products through direct engagement, this event proved to be a highly valuable platform.

Good-n-Sake is our original e-commerce platform dedicated to the sale and promotion of Japanese sake in the United States—currently available exclusively in California.
The name “Good-n-Sake” was born from a desire to create a brand that’s not only unique, but also carries a sense of humor and cultural depth. Inspired by the playful Japanese expression “guden-guden”, which describes the pleasantly tipsy state after drinking, the name is a creative twist that blends fun with meaning. Together, Good-n-Sake embodies more than just “good sake.” It represents the belief that sake brings people together, creates warm moments, and fosters meaningful connections. Through this platform, we aim to share the rich culture and joy of Japanese sake with U.S. consumers.

Craft & Tale is our original e-commerce platform created to introduce and sell exceptional Japanese products within the United States. The name “Craft & Tale” conveys two core messages.
Craft represents the mastery and dedication of Japanese artisans—their finely made products, refined techniques, and pursuit of excellence.
Tale reflects our commitment to storytelling—to sharing the unique journeys, philosophies, and personal histories behind each creation.
This platform is more than just a marketplace. It is a curated space where every item tells a story, honoring the heart, culture, and craftsmanship that go into every product. We believe that by communicating the spirit and intention of the creators, we can offer not just “things,” but meaningful experiences that connect people across cultures. Through Craft & Tale, we aim to share the elegance, depth, and soul of Japanese craftsmanship with audiences across the U.S.