NEL

Social Media Marketing Platformnel-all.com

NEL株式会社 operates osina, a Japanese fan-purchase platform that converts consumer product advocacy into short-form TikTok/Instagram video content for brand marketing. The Tokyo-based company also runs an SNS-focused advertising agency, serving 200+ enterprise brands across food, cosmetics, and pharmacy in Japan.

Company typePrivate
Founded2017
HeadquartersTokyo, Japan
Headcount—
GTM typeB2B
OfferingServices

What NEL does

NEL株式会社 is a Tokyo-based retail technology company founded in December 2017 by 西田陸, operating the osina (オシナ) fan-purchase platform alongside an SNS-focused integrated advertising agency business. The osina platform connects brands with consumers through "oshi" (fan/advocate) relationships: users discover products, purchase them, and post short-form videos on TikTok and Instagram, earning compensation based on views. This generates fan-generated content (FGC) at scale — over 30,000 posts and 20 billion cumulative views across more than 200,000 registered users — that brands use in place of or alongside traditional influencer marketing. The company serves approximately 200 enterprise brand customers across food and beverage (Nestle Japan, Nissin Foods, Mizkan, Kabaya Foods), cosmetics (Shiseido Japan), and retail pharmacy (Welcia Pharmacy) segments in the Japanese market.

NEL's product portfolio comprises the osina core platform, add-on modules (osina EC Ads for e-commerce conversion, osina SNS Jack for hashtag-driven seasonal campaigns), the Customer AI (カスタマーAI) service for AI-powered voice-of-customer analysis, the Degi-ori regional digital flyer service, and broader marketing solutions encompassing strategy and execution. Underlying technology includes a proprietary cluster-based audience identification methodology that maps consumer communities via SNS hashtags and interests rather than demographics, plus an NLP pipeline that processes customer feedback to generate product improvement proposals. The business operates on three revenue streams: agency/professional services for SNS campaign planning and execution, platform/recurring fees for osina services, and transaction-fee-based processing of creator compensation from brand advertising budgets.

The company raised a 650 million yen Series B round in November 2024 from a consortium of Japanese institutional investors (Mitsubishi UFJ Capital, MSIVC, ORIX Capital, SMBC Venture Capital, Vector), bringing cumulative funding to approximately 750 million yen. Recent strategic moves include a retail media partnership with Hakuhodo and Don Quijote/PPIH (April 2025) integrating osina UGC with in-store digital signage across 700+ stores, a TikTok Shop Japan partnership (July 2025), office relocation to a 6x-larger Shibuya headquarters (July 2025), and senior leadership additions including Eureka co-founder 西川順 as Outside Director.

NEL firmographics

Firmographics

Name: NEL
Legal name: 株式会社NEL
Website: https://nel-all.com
Company type: Private
Founded year: 2017
Operating status: Operating
Short description: NEL株式会社 operates osina, a Japanese fan-purchase platform that converts consumer product advocacy into short-form TikTok/Instagram video content for brand marketing. The Tokyo-based company also runs an SNS-focused advertising agency, serving 200+ enterprise brands across food, cosmetics, and pharmacy in Japan.
Ownership category
akta.pro rank

NEL industry classification

Industry

Product category: Social Media Marketing Platform
NAICS: Advertising Agencies (541810), Indoor and Outdoor Display Advertising (54185)
SIC: Services-Advertising Agencies (7311), Services-Advertising (7310)
akta.pro primary industry: Influencer/Creator Marketplaces & Brand Deal Platforms (MPACABAI)
akta.pro secondary industry: Creator/Influencer Storefront Platforms (CRAFANAC)

Keywords

Social media marketing
User generated content
Retail media network
Influencer marketing platform
Consumer insights analytics

Where NEL is headquartered

Location

Headquarters

HQ city: Tokyo
HQ country: Japan
HQ region: Asia

Offices2 records

Markets served

NEL business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

Advertising Agency Services: SNS-focused integrated advertising agency services including strategy planning and execution for brands
osina Platform Services: Platform fees and transaction facilitation for brand-consumer connections, including osina EC Ads and osina SNS Jack services
Creator Compensation Processing: Processes view-based compensation payments to creators from brand advertising budgets

Pricing tiers

Model	Billing	Price
Other	Multi-year contract	Custom advertising packages based on brand requirements
Unit Pricing	Pay-as-you-go	Degi-ori regional digital flyer service

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

NEL product offering

Product offering

Core offering

NEL operates the osina fan-purchasing platform, where consumers discover products, buy them, and post short videos on TikTok and Instagram to earn view-based compensation, generating authentic fan-generated content (FGC) for brands. It complements the platform with SNS-focused integrated advertising agency services (Marketing Solutions), an AI-powered voice-of-customer analysis tool called Customer AI, and the Degi-ori regional digital-flyer service, forming an OMO (online-merges-with-offline) offering that links social engagement to in-store and EC sales.

Product overview

NEL operates as a retail tech company offering a platform-plus-services model centered on osina, a fan-generated content platform that connects brands with consumers through 'oshi' (enthusiasm) culture. The portfolio includes osina (core platform), osina EC Ads (EC-focused promotion), osina SNSジャック (campaign UGC), カスタマーAI (AI-powered customer feedback analysis), デジオリ (local digital advertising), and comprehensive marketing solutions services. Together, these products enable brands to generate consumer-driven content that drives social awareness, online sales, and in-store purchases through an OMO (Online Merges with Offline) approach.

Differentiator

Problem solved

Functional benefit

Brands

osina (オシナ): A fan purchasing platform connecting brands and consumers through 'oshi' (fan/advocate) relationships. Users purchase products, create short videos on TikTok/Instagram, and earn rewards based on views. Generates fan-generated content (FGC) for brands.
マーケティングソリューション
カスタマーAI
デジオリ
osina EC Ads
osina SNSジャック

Products and services

osina (オシナ) Fan-Purchasing Platform Fan-purchasing / UGC platform that connects brands with consumers through 'oshi' (fan/advocate) culture. Users discover products, purchase them, and post short videos on TikTok and Instagram to earn view-based compensation, while brands receive large-scale authentic consumer-generated content (FGC) for awareness and purchase activation.
osina EC Ads Add-on service that combines EC purchasing with social-media UGC to drive direct purchases. osina users buy products on designated EC sites and post short video reviews, creating social proof that drives 'intentional purchasing' (指名買い) without price comparison.
osina SNSジャック (osina SNS Jack) Campaign service that generates UGC with specified hashtags for brands during new product launches or seasonal campaigns. Users create short videos aligned with common themes to increase product visibility and brand recall during specific occasions.
カスタマーAI (Customer AI) AI-powered customer-feedback analysis service that uses NLP to process voice-of-customer (VOC) data and automatically generate product improvement suggestions and new product concepts, reducing customer-success work hours by up to 90%.
デジオリ (Degi-ori) Regional digital-flyer advertising service starting from 10,000 yen per video. A local creator network promotes store visits through short videos showing actual store experiences, targeting specific retail areas and driving in-store traffic via SNS distribution.
マーケティングソリューション (Marketing Solutions) Full-funnel SNS-focused integrated advertising agency service that increases retail sales. NEL provides comprehensive marketing services from strategy design to execution, leveraging a network of more than 100,000 creators and proprietary tools for both online and offline promotion to maximize brand awareness and purchase conversion.

Quantifiable outcome

90% reduction in customer success work hours
+3 more outcomes

Companies that use NEL

Customer profile

Named customers6 records

Ideal customer profiles2 records

NEL technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

NEL partnerships and signals

Strategic signal

Partnerships

Four partnerships are on record, tiered core.

TikTok Shop JapancoreChannel Partner/ Reseller/ Distributor · 1 July 2025Official partner for osina branded shop on TikTok Shop enabling in-app purchase with cashback rewards and view-based compensation
pHmedia (PPIH/Don Quijote)coreStrategic or Co-development Partner · 1 April 2025Joint retail media advertising package combining osina UGC platform with Don Quijote's 700+ store network and in-store digital signage, co-developed with Hakuhodo
Hakuhodo (博報堂)coreStrategic or Co-development Partner · 1 April 2025Joint development of retail media advertising package combining osina UGC platform with Don Quijote store network and Hakuhodo's marketing expertise
Kirindo (キリン堂)coreChannel Partner/ Reseller/ Distributor · 1 July 2024Business partnership for retail marketing support services combining osina FGC platform with Kirindo stores

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

NEL competitors and assessment

Company assessment

Direct peers

Find Model: Japanese influencer marketing platform connecting brands with creators, with self-service tools and SNS analytics. Comparable to NEL's osina platform for brand-creator matching and UGC campaign execution in Japan.
Toridori: Japanese influencer marketing agency and platform with a creator database of 100,000+ and brand campaign execution capabilities. Directly comparable to NEL's creator network model and SNS-focused agency services.
BitStar: Japanese influencer marketing agency and platform offering creator matching, campaign management, and analytics. Directly comparable to NEL's SNS agency and osina creator-brand matching capabilities in the Japanese market.
AnyMind Group: Asia-headquartered tech company offering influencer marketing, e-commerce enablement, and digital marketing platforms across APAC. Closely comparable to NEL because both combine creator/influencer marketplaces with brand marketing services and operate in Japan as a key market.

Broad incumbents

Hakuhodo: Japan's second-largest advertising agency and a strategic partner/co-developer with NEL on the Don Quijote retail media package. Comparable as a large incumbent offering comprehensive brand marketing that increasingly overlaps with NEL's SNS, OMO, and retail media services.
IZ*AONE (Digital Holdings Group): Japanese digital advertising holding group with multiple SNS marketing and creator agency subsidiaries. Comparable to NEL as a broader digital marketing group offering SNS advertising, influencer marketing, and analytics in the Japanese market.
Dentsu: Japan's largest advertising agency group with global operations. Comparable as a broad incumbent offering integrated digital, retail media, and influencer marketing services that overlap with NEL's portfolio.

Regional players

Skeepers: European-headquartered UGC and influencer marketing platform with global reach. Comparable to NEL's osina as a UGC content platform serving brands, though operating primarily outside Japan/APAC.

Emerging players

Wovn Technologies: Japanese SaaS company enabling website localization and AI-powered content analysis. Tangentially comparable to NEL's Customer AI as a fellow Japanese AI/ML-focused platform company serving enterprise marketing functions.
Repro: Japanese marketing automation and customer engagement platform with mobile/web analytics. Comparable to NEL's Customer AI for behavior-driven consumer insights, though focused on owned-channel engagement rather than UGC.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

NEL financial estimates

Financial estimate

Revenue estimate

Valuation estimate

NEL leadership team

Management profile

Number of profiles

Profiles3 records

NEL funding detail

Funding detail

Funding overview

Funding rounds2 records

Investors8 records

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

NEL M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about NEL

What does NEL do?

Is NEL a public or private company?

NEL is a private company. It is classified as venture growth investor backed and is currently operating.

When was NEL founded?

NEL was founded in 2017.

Where is NEL based?

NEL is headquartered in Tokyo, Japan, in the Asia region.

How does NEL make money?

Three revenue lines are on record. Advertising Agency Services are the primary driver. The others are osina Platform Services and creator Compensation Processing.

Who are NEL's main competitors?

Direct peers on record are Find Model, Toridori, BitStar and AnyMind Group. Broad incumbents are Hakuhodo, IZ*AONE (Digital Holdings Group) and Dentsu. Skeepers is listed as a regional player. Emerging players are Wovn Technologies and Repro.

Does NEL have an API?

No public API is recorded for NEL.

What industry is NEL in?

NEL's product category is Social Media Marketing Platform. Its primary akta.pro industry code is MPACABAI, Influencer/Creator Marketplaces & Brand Deal Platforms, with a secondary code of CRAFANAC, Creator/Influencer Storefront Platforms. Its NAICS code is 541810 and its SIC code is 7311.