Katana

What Katana does

Katana Inc. is a Japan-based private company founded in 2017 by Tsuyoshi Morioka, the former CMO of Universal Studios Japan (USJ), and operates as what the company describes as the world's first "marketing know-how licensing company." The company transfers proprietary marketing methodologies—codified as the "Morioka Methods" and "Mathematical Marketing®"—to client organizations, primarily large Japanese corporations in mature or declining industries (food service, finance, manufacturing, theme parks). Its core service lines are Marketing Support Services (know-how transfer through dispatched elite marketers working in three phases at client sites), Entertainment Support Services (development and operational support for entertainment venues), and Capital Investment Management Support (business creation combining investment with marketing strategy).

Katana's underlying intellectual property is its proprietary "Mathematical Marketing®" methodology, which applies higher mathematics, statistical analysis, and probability-based frameworks to demand forecasting, market structure analysis, consumer instinct analysis, and brand architecture design. The firm claims a demand forecasting accuracy within 1% error margins, validated historically through the USJ turnaround. Beyond consulting, Katana operates owned entertainment and consumer businesses through wholly-owned subsidiaries: Japan Entertainment Inc. (JUNGLIA OKINAWA theme park, opened July 2025 in northern Okinawa with a reported 70 billion yen project investment), Immersive Fort Tokyo (immersive theater in Odaiba, ceased operations February 2026 due to financial underperformance), Nature Live cuisine glamping, OKINAWA ADVENTURES, and the High Blood Pressure e-medical online consultation service. Katana also runs a recurring 2-night, 3-day "Katana Practical Boot Camp × Nature Live Rokko" training program.

Katana monetizes through multi-year custom-quoted professional services engagements with enterprise clients, supplemented by ticket/F&B/merchandise revenue from self-operated entertainment venues, capital returns from equity stakes in group projects, and enrollment fees for training programs. The company is headquartered in Osaka (with Tokyo and Okinawa offices), employs approximately 100 people (predominantly alumni of P&G and USJ), and has raised a cumulative 22 billion yen (~USD 140M) including an 8 billion yen minority investment from Cool Japan Agency in September 2022 that valued the firm at approximately 150 billion yen post-money.

Name

Katana

Legal name

株式会社 刀

Website

https://katana-marketing.co.jp

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Katana Inc. is a Japan-based private marketing consulting and entertainment operating company that transfers proprietary "Mathematical Marketing®" methodologies to large Japanese corporations and operates owned businesses including the JUNGLIA OKINAWA theme park and digital healthcare services.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D

Revenue model

1. Marketing Consulting Services: Direct engagement with client companies to transfer marketing know-how. Katana dispatches elite marketing professionals to client sites to work alongside their teams, implementing the 'Katana Methods' through three phases: Katana Initiative Phase, Working Side-by-side Phase, and Independent Phase.
2. Entertainment Project Development: Self-operated entertainment projects including JUNGLIA OKINAWA theme park, Immersive Fort Tokyo, Nature Live glamping, and Okinawa Adventures. Revenue from ticket sales, food & beverage, merchandise, and accommodations.
3. Capital Investment Returns: Returns from capital equity participation in group companies and projects including Japan Entertainment (theme park operations), Katana Force (DX solutions), and various tourism ventures.
4. Training Programs: The 'Katana Practical Boot Camp × Nature Live Rokko' 2-night, 3-day training program for individuals and corporations, offering Katana's strategic thinking and consumer-centric approaches.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Katana is the world's first marketing know-how licensing company that transfers its proprietary "Mathematical Marketing" methodology into client organizations through embedded professional teams. Its core service lines are Marketing Support Services, Entertainment Support Services, and Capital Investment Management Support, complemented by self-operated entertainment and service businesses (JUNGLIA OKINAWA theme park, Nature Live cuisine glamping, OKINAWA ADVENTURES, and the High Blood Pressure e-medical online consultation service).

Product overview

Katana (株式会社刀 / Katana Inc.) is the world's first marketing know-how licensing company, offering a portfolio of professional services and owned businesses. The company provides three core service offerings: Marketing Support Services, Entertainment Support Services, and Capital Investment Management Support. Through its subsidiary network, Katana operates owned businesses including JUNGLIA OKINAWA theme park, Immersive Fort Tokyo (now closed), Nature Live cuisine glamping, Hypertension e-medical online service, and OKINAWA ADVENTURES. The company also offers training programs like the Katana Practical Boot Camp. All services are powered by Katana's proprietary 'Mathematical Marketing®' methodology developed by CEO Tsuyoshi Morioka.

Differentiator

Problem solved

Functional benefit

Brands

• JUNGLIA OKINAWA (ジャングリア沖縄): Theme park in northern Okinawa opened July 2025, concept 'Power Vacance!!' focusing on excitement and luxury experiences in nature
• Immersive Fort Tokyo
• Nature Live (キュイジーヌ・グランピング)
• OKINAWA ADVENTURES
• 高血压イーメディカル (High Blood Pressure e-medical)

Products and services

• Marketing Support Services (マーケティング支援事業) Comprehensive marketing consulting and know-how transfer services that help companies build brands and achieve sustainable growth through Katana's proprietary 'Morioka Methods' and mathematical marketing approach. Delivered via embedded elite marketing teams in a three-phase engagement model.
• Entertainment Support Services (エンターテイメント支援事業) End-to-end entertainment development and operational support using world-leading marketing and operational know-how to create consumer-driven, innovative entertainment with high ROI for enterprise clients.
• Capital Investment Management Support (資本投資を伴う経営支援事業) Business creation and revitalization support combining investment and marketing strategies for mid-to-long-term business development and ideas.
• JUNGLIA OKINAWA (ジャングリア沖縄) Self-operated theme park in northern Okinawa offering ultra-exciting experiences combining nature, adventure, and luxury under the concept 'Power Vacance!!'. Targets Asian wealthy tourists and regional tourism revitalization.
• Immersive Fort Tokyo (イマーシブ・フォート東京) World's first immersive theater theme park in Odaiba, Tokyo, where visitors become participants in stories. Operations concluded February 28, 2026 following a shift in consumer demand toward limited-capacity deep experiences.
• High Blood Pressure e-medical (高血圧イーメディカル) Online medical consultation service specializing in hypertension treatment, offering completely online consultations from first visit with medication delivery and continuous care support. Now covers dyslipidemia and is available under Japan's national health insurance.
• Nature Live (キュイジーヌ・グランピング) Cuisine glamping experience where beginners can cook professional-quality outdoor meals. First location at Mt. Rokko (Nature Live Rokko), with nationwide expansion plans.
• OKINAWA ADVENTURES Adventure tourism business offering guided tours in northern Okinawa focusing on Yanbaru forest nature and Okinawan culture, targeting high-spending tourists.
• Katana Practical Boot Camp x Nature Live Rokko (刀実戦ブートキャンプ) Intensive 2-night, 3-day training program combining Katana's marketing methodology with a glamping experience at Nature Live Rokko, designed to help business professionals develop strategic thinking and consumer-centric approach. Offered in individual and corporate formats.

Quantifiable outcome

• Marugame Seimen achieved 18 percentage point improvement in existing store customer numbers (95% to 113% YoY) within 8 months
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Japan Entertainment Inc. (株式会社ジャパンエンターテイメント)coreStrategic or Co-development PartnerSubsidiary company established by Katana as lead shareholder to operate JUNGLIA OKINAWA theme park. CEO Takeshi Kato leads operations. Partners include Orion Breweries, Ryubo Holdings, Yugafu Holdings, and Kintetsu Group Holdings. Designated business operator for National Strategic Special Zone (June 2021).
• Orion Breweries (オリオンビール株式会社)majorStrategic or Co-development PartnerPartner in Okinawa theme park development, contributing to regional economic revitalization through the JUNGLIA OKINAWA project.
• Ryubo Holdings (株式会社リウ�</ "partner_type": "Strategic or Co-development Partner"majorPartner in Okinawa theme park development, contributing to regional economic revitalization through the JUNGLIA OKINAWA project.
• Yugafu Holdings (株式会社ゆがふホールディングス)majorStrategic or Co-development PartnerPartner in Okinawa theme park development, contributing to regional economic revitalization through the JUNGLIA OKINAWA project.
• Kintetsu Group Holdings (近鉄グループホールディングス株式会社)majorStrategic or Co-development PartnerPartner in Okinawa theme park development, contributing to regional economic revitalization through the JUNGLIA OKINAWA project.
• Sunti Co., Ltd. (サムティ株式会社)majorStrategic or Co-development PartnerJoint management of Nest Resort Kobe with Katana from July 2022. Sunti acquired operational rights to the adventure theme park which was previously Green Pia Miki. Katana provided marketing expertise for brand transformation. Partnership ended October 2023 with Sunti assuming full control.
• Norinchukin Group / Norinchukin Value Investments (農林中央金庫グループ / 农林中金バリューインベストメンツ株式会社)majorStrategic or Co-development PartnerCollaboration to promote long-term 'investment not speculation' philosophy in Japan. Katana cooperated in brand redevelopment of 'Obune' trust investment series, achieving 7x accounts and 13x net asset growth. Partnership addresses Japanese 'investment allergy' by promoting accessible long-term investment.
• Toridoll Holdings Corporation (株式会社トリドールホールディングス)majorStrategic or Co-development PartnerMarketing collaboration for Marugame Seimen udon restaurant chain starting September 2018. Achieved 18 percentage point improvement in existing store customer numbers through brand reconstruction and campaign implementation.
• Nippon Flour Mills (株式会社ニップン)majorStrategic or Co-development PartnerCollaboration starting June 2024 to implement Katana's marketing know-how for company-wide organizational reform. Focused on 'Oh My Premium' pasta brand achieving +32pts share growth in dry pasta and +29pts in frozen pasta through consumer-centric brand design and master brand strategy. Contract concluded September 2025.
• Huis Ten Bosch (ハウステンボス株式会社)majorStrategic or Co-development PartnerBranding and operational support partnership starting October 2022 for Kyushu's largest theme park. New brand positioning 'A Different World of Aspiration' developed. Katana contributing to experience value improvement and organizational development. PAG acquired Huis Ten Bosch with Katana continuing partnership.
• Seibu Holdings (西武グループ / 西武ホールディングス)majorStrategic or Co-development PartnerMarketing support for Seibuen Amusement Park renewal project from 2017 to March 2024. 10 billion yen investment transformed park into 'world of warm happiness' concept. 100 billion yen renovation achieved successful reopening during COVID pandemic.
• Daiwa Securities Group (大和証券グループ本社)minorStrategic or Co-development PartnerCapital business partnership announced January 2020. Collaboration in business development and potential cross-promotion opportunities.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hakuhodo Inc. Japan's second-largest advertising agency and a global top-10 agency network. Hakuhodo provides integrated marketing, brand consulting, and creative services — overlapping with Katana's marketing know-how transfer but across a much broader portfolio and client base of Japanese corporates.
• Dentsu Inc. World's largest advertising agency group headquartered in Tokyo. Dentsu offers full-service advertising, consulting, and brand solutions at global scale, making it the dominant incumbent against which Katana competes for Japanese enterprise marketing budgets.

Direct peers

• Landor & Fitch: Global brand consulting and design firm specializing in brand strategy, identity, and experience design. Directly comparable to Katana's brand architecture design and consumer-instinct-based positioning methodology, particularly for enterprise transformation engagements.
• Interbrand: Global brand consultancy best known for 'Best Global Brands' rankings. Interbrand's brand valuation, strategy, and experience design services closely parallel Katana's brand reconstruction work with clients like Toridoll, Nippon Flour Mills, and Seibu.
• Prophet: Global brand and marketing consultancy focused on brand and demand transformation for enterprises. Prophet's approach to growth strategy and customer experience is conceptually close to Katana's Mathematical Marketing and demand forecasting framework.
• TBWA Hakuhodo: Japan-based creative agency combining TBWA's global disruption methodology with Hakuhodo's local insight. Competes with Katana for Japanese enterprise brand transformation mandates, particularly in retail and consumer goods.

Regional players

• BlueCurrent Japan: Japanese brand strategy consultancy (formerly Landor Japan) specializing in corporate and consumer brand development. Comparable as a Japan-focused brand consultancy competitor, though smaller scale than Katana's enterprise engagements.

Emerging players

• R/GA: Global digital design and brand consultancy combining creativity, technology, and consulting. Overlaps with Katana on digital transformation and brand experience work, particularly relevant given Katana Force LLC's industry-specific DX solutions focus.

Others

• Oriental Consultants Global Co., Ltd. Japanese consultancy that has been a partner in the Cool Japan Agency ecosystem supporting regional tourism and entertainment development. Comparable as a regional revitalization consultant, though primarily an infrastructure-focused firm rather than marketing-led.
• Pacific Consulting Co., Ltd. Japanese consulting firm with management consulting practices serving Japanese enterprise. While not a direct marketing peer, it competes for enterprise transformation mandates and shares Katana's 'transfer know-how' philosophy of building client organizational capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/katana_PR

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Katana