SUNNY SIDE X Inc. (Head Office: Shibuya-ku, Tokyo; President and Representative Director: Daizo Nishitani; hereinafter referred to as “SSX”), which is responsible for brand tech businesses including XR technology of SUNNY SIDE UP GROUP Inc., will transfer studio functions and some personnel to STPR Inc. (Head Office: Shibuya-ku, Tokyo; President and Representative Director: Masato Kashiwara; hereinafter referred to as “STPR”), which operates the music label “STPR Records,” plans and produces live events, plans, produces, and sells goods, and plans and produces XR content, in addition to supporting and producing creators who are mainly active in video distribution, and concludes a strategic business alliance. Going forward, we will accelerate the promotion of the XR business by leveraging the strengths of both companies.

SSX has been developing marketing solutions for companies that utilize XR technology. On the other hand, in order to promote the use of XR technology in consumer entertainment, we have agreed to transfer studio functions and some personnel to STPR, which has powerful content. STPR boasts a number of achievements in entertainment content, including the entertainment group “Sutopuri,” which is overwhelmingly popular among Generation Z, and other leading artists. In the future, SSX will continue to pursue the possibilities of further entertainment use of XR technology.

On the other hand, SSX will continue to provide XR technology as a marketing solution for companies, as it has been developing, as part of SUNNY SIDE UP GROUP.

Through this partnership, we will realize the provision of even more sophisticated XR solutions by mutually providing feedback on the latest XR technology solutions for entertainment content and marketing solutions for companies.

■ SUNNY SIDE X Inc. Company Profile

As a business company responsible for the brand tech business of SUNNY SIDE UP GROUP, we opened an XR studio within SUNNY SIDE UP GROUP in September 2023. As a company that “sprinkles (X) technology and creativity on fun commotion,” we are a company that provides creativity and brand tech that combines the latest technology with the brand communication domain that SUNNY SIDE UP GROUP has cultivated.

Company Name: SUNNY SIDE X Inc.
President and Representative Director: Daizo Nishitani
Date of Establishment: July 1, 2019 (Trade name changed on July 1, 2023)
Head Office Location: JPR Sendagaya Building, 4-23-5 Sendagaya, Shibuya-ku, Tokyo 151-0051
URL: https://sunnysidex.jp/

■ STPR Inc. Company Profile

Towards the Purpose of “Making the world more fun with creativity and passion,” we are creating attractive content that transcends dimensions and challenging to expand the possibilities of entertainment. Founded on June 15, 2018, we are currently engaged in the production of various activities, including the entertainment unit “Sutopuri,” which is mainly active on video distribution sites such as YouTube and TwitCasting, as well as the operation and license management of the independent label “STPR Records,” and the planning of live events and ticket sales, and the planning, production, and sales of goods/digital content. From January 2024, we will begin full-scale investment projects such as M&A and CVC.

Company Name: STPR Inc.
Location: Shibuya Hikarie 34F, 2-21-1 Shibuya, Shibuya-ku, Tokyo
Established: June 2018
Representative: Masato Kashiwara / Nanomori.
URL: https://stprcorp.com/