Natee

What Natee does

Natee is a Tokyo-based creator co-creation marketing agency founded in November 2018 that serves major Japanese and global consumer brands with integrated SNS (social networking service) marketing, e-commerce operations, and corporate training services. The company's core offering is a four-phase methodology (Session → Strategy → Creative → Execution) in which SNS creators are embedded at every stage alongside Natee's planners, producing short-form video content for TikTok, Instagram, YouTube, and X (formerly Twitter). Across its operating history Natee has produced more than 8,000 creative pieces, supported 270+ client brands, and engaged 1,500+ creator partnerships, with named enterprise clients including Kao, L'Oreal Japan, Coca-Cola Japan, Coca-Cola Bottlers Japan, Credit Saison, SmartBank, SMBC Card, Samsung Electronics Japan, HP Japan, Panasonic, Benesse, Rohto Pharmaceutical, and Don Quijote. Beyond campaign services, Natee operates an EC mall support business managing Amazon, Rakuten, Qoo10, and Yahoo! Shopping storefronts, a corporate training program ("Social First Training") priced at ¥1M+ per engagement, and — via its August 2025 integration into the Akatsuki group (Securities Code 3932) — affiliated entities WOWs (creator agency) and Akatsuki AI Technologies (formerly AI Talent Force).

The company's go-to-market is sales-led and relationship-based, targeting enterprise and mid-market consumer brand CMOs and marketing teams. Natee's technology stack is a proprietary creator collaboration methodology layered on top of public SNS platforms rather than a SaaS product: there are no disclosed APIs, SDKs, or software products — value delivery occurs through professional services. Distribution runs through direct enterprise sales, website-driven inbound inquiries, and the TikTok MCN partnership (in place since January 2020). In November 2025 the company underwent a leadership transition in which founder Ryouken Kojima became Chairman, former Recruit sales leader Oe Yusuke became CEO, and ex-Hakuhodo COO Higashitani continued as COO; the firm subsequently expanded its office footprint (2x floor area in December 2025) and headcount (from ~15 to ~60, with a stated 70+ target for April 2026).

Name

Natee

Legal name

株式会社Natee

Website

https://natee.jp

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Natee is a Tokyo-based creator co-creation SNS marketing agency that serves Japanese enterprise consumer brands across cosmetics, FMCG, finance, and electronics with integrated short-form video campaigns, e-commerce operations support, and corporate training programs, leveraging a 1,500-creator network across TikTok, Instagram, YouTube, and X.

Ownership category

akta.pro rank

Product category

Social Media Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Multi-Channel Networks (MCNs) & Creator Management Platforms (MPACABAH)

akta.pro secondary industries

Creator Talent Management & Representation (MPAAAHAB), Creator Monetization Tools (Subscriptions, Tips, Merch) (BPAMALAH)

Keywords

• SNS marketing services
• Creator marketing agency
• Social media advertising
• Influencer marketing Japan
• E-commerce operations support

Headquarters

HQ city

Minami-aoyama

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SNS Marketing Services: Full-service SNS marketing support encompassing strategy, creative production, campaign execution, and performance reporting — leveraging creator co-creation across TikTok, Instagram, YouTube, and X. Revenue is generated through project-based or retainer fee arrangements with enterprise clients.
2. EC Mall Support Services: E-commerce operational support covering strategy design, operations management, and back-office functions (order processing, logistics, customer service) for brands managing Amazon, Rakuten, Qoo10, and Yahoo! Shopping storefronts.
3. Social First Training Program: Practice-oriented offline training programs delivered to enterprise marketing teams, priced at ¥1,000,000+ (excluding tax) per engagement, with pricing varying based on participant count, program duration, and creator participation.
4. Creator Agency Services (WOWs): Creator management and talent representation services, matching creators with brand collaboration opportunities. Part of the broader Natee group post-Akatsuki integration.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Natee provides creator co-creation SNS marketing services covering strategy planning, creative production, campaign execution, and performance reporting for enterprise brands across TikTok, Instagram, YouTube, and X. The company also operates an EC mall support service managing operations across Amazon, Rakuten, Qoo10, and Yahoo! Shopping, and runs a Social First Training Program to help brands build in-house SNS marketing capabilities. Creator matching is supported by WOWs, its in-house creator agency subsidiary.

Product overview

Natee is a creator co-creation type marketing company offering a multi-product portfolio centered on SNS marketing and EC support services. The core offerings include: (1) SNS Marketing Services for brand promotion through creator collaborations on platforms like TikTok, Instagram, YouTube, and X; (2) EC Mall Support Services managing operations across Amazon, Rakuten, Qoo10, and Yahoo! Shopping; (3) Social First Training program for reproducible SNS results; (4) TikTok Shop Total Support Package for social commerce; and subsidiary services including WOWs (creator agency) and AI Talent Force (AI solutions, rebranded to Akatsuki AI Technologies).

Differentiator

Problem solved

Functional benefit

Brands

• WOWs: Entertainment content platform operated as a core subsidiary of Natee.

Products and services

• SNS Marketing Service (SNSマーケティング事業) End-to-end SNS marketing service combining creator co-creation with strategy planning, short-form video creative production, campaign execution, and effect verification for enterprise brand clients across TikTok, Instagram, YouTube, and X.
• EC Mall Support Service (EC支援事業) E-commerce operations support covering strategy design, mall management, operations improvement, and back-office functions including order processing, logistics, and customer service across Amazon, Rakuten, Qoo10, and Yahoo! Shopping storefronts.
• Social First Training Program (Social First研修) Practice-oriented offline training program that enables organizations to internalize reproducible SNS marketing capabilities, including insight analysis, co-creation planning with influencers/creators, proposal document creation, and standardized short vertical video production. Priced from ¥1,000,000 (excluding tax) per engagement.
• TikTok Shop Total Support Package (TikTok Shop一環支援パッケージ) Comprehensive support package for brands entering TikTok Shop, covering creator/liver matching, strategy design, and promotional execution to drive social commerce performance.
• WOWs Creator Agency Creator management and brand collaboration matching agency providing talent representation services for creators, integrated with Natee's marketing operations.

Quantifiable outcome

• Sales revenue increased 150–200% MoM for Panasonic First Shaving Series TikTok campaign
• +7 more outcomes

Named customers25 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• 株式会社アカツキメディアスタジオ (Akatsuki Media Studio)coreStrategic or Co-development Partner · 1 March 2026Three-company joint operation with Akatsuki Media Studio for EDO ALL UNITED social strategy. Akatsuki Media Studio handles Honda Keisuke's long-form YouTube content (match highlights, player interviews, behind-the-scenes), while Natee manages TikTok, Instagram, and X short-form content and cross-platform distribution. The integrated team supports the soccer club's goal of becoming world champion by 2040.
• 一般社団法人がんぱる伊豆創造センター (Beautiful Izu Creation Center)minorStrategic or Co-development Partner · 1 December 2025Regional DMO (Destination Management/Marketing Organization) for the Izu Peninsula. Partnered with KKday and Natee for a monitoring tour where TikTok creators experienced local attractions (Mt. Komuro, iZoo reptile zoo) and created content promoting regional tourism. The DMO facilitated creator access to unique local experiences and venues.
• 株式会社KODOHminorStrategic or Co-development Partner · 1 August 2025Natee co-produces manga-based social content with KODOH, a creative company specializing in strategic manga production. The collaboration combines Natee's SNS marketing strategy and creator network with KODOH's manga editing and advertising strategy expertise. First joint project was Kinrisaer's 'Cute-tose no Poka-Poka Advisory Room' 8-panel manga series across TikTok, Instagram, X, YouTube Shorts, and LINE VOOM.
• AIタレントフォース株式会社 (AI Talent Force / now Akatsuki AI Technologies)minorOthers · 1 August 2024Founded by Natee's former CEO/now Chairman Kojima Ryo-Ken in August 2024. AI Talent Force provides AI-powered solutions in the creator/talent space. Renamed to Akatsuki AI Technologies following the Akatsuki group integration. Co-founder Kojima serves as its CEO. Represents Natee group's expansion into AI-powered talent/creator technology.
• 株式会社WOWscoreOthers · 1 February 2024WOWs (est. February 2024) is Natee's creator agency subsidiary, spun off as a separate legal entity in August 2025 as part of the Akatsuki group formation. WOWs mission is 'Making creator dreams into market value.' Led by Lee Seongjae (CEO) and Saito Keitaro (COO), it provides creator management and brand collaboration matching services integrated with Natee's marketing operations.
• 株式会社KKDAY JAPANminorStrategic or Co-development Partner · 1 September 2022Natee and KKday Japan entered a business partnership to create short video content showcasing attractive local experiences across Japan, aimed at regional revitalization and youth tourism. As part of the partnership, Natee's TikTok creators receive discounted or free access to KKday-listed domestic tours as a creator benefit, and produce content showcasing these experiences. A pilot monitoring tour was conducted in the Izu Peninsula in collaboration with the local DMO.
• TikTok Japan (TikTok MCN Partnership)coreTechnology or Integration · 1 January 2020Natee entered into an official MCN (Multi-Channel Network) partnership agreement with TikTok in January 2020, becoming a recognized TikTok partner. This partnership provides preferential access to TikTok's creator ecosystem, platform features, and promotional opportunities for Natee's client campaigns.

Scale indicators12 records

Recent moves8 records

Expansion highlights7 records

Broad incumbents

• CyberAgent: Japanese internet media conglomerate operating AbemaTV, Ameba, and digital advertising businesses including influencer marketing. Overlaps with Natee in creator-driven digital ad campaigns for enterprise clients.
• Dentsu: Japan's largest advertising agency group. Serves the same enterprise clients but operates across full-spectrum advertising, with creator marketing as one of many service lines rather than a focus area.
• Hakuhodo: Second-largest Japanese advertising agency, with growing digital and creator marketing capabilities. Comparable on enterprise client overlap; less specialized than Natee in creator co-creation processes.

Direct peers

• UUUM: Japan's largest publicly listed MCN and creator management company, managing hundreds of YouTube and multi-platform creators. Most directly comparable to Natee on business model (creator-led marketing services, agency fees) and target customers (Japanese brands seeking creator-driven campaigns).
• VAZ: Japanese creator management company (formerly ZERO MANAGEMENT) with a large TikTok- and short-video-focused roster. Direct peer in MCN-style creator representation and brand-creator matching for enterprise marketing.
• Find Model: Influencer marketing platform offering self-serve creator matching and campaign management, primarily in Japan. Comparable as a creator-marketing intermediary serving brand marketers, though more platform- and less agency-driven than Natee.
• Geelee: Japanese SNS/influencer marketing agency with strong TikTok focus. Direct competitor pursuing enterprise clients with creator-led short video campaigns, overlapping strongly with Natee's TikTok MCN positioning.
• Lemon Inc. Japanese SNS marketing and influencer agency focused on TikTok and Instagram. Closely comparable on target platform mix, creator co-creation methodology, and mid-to-enterprise client base.
• BitStar: Japanese creator management and SNS marketing agency serving enterprise clients with creator matching and campaign execution. Direct competitor in the same niche, with overlapping enterprise client base and similar co-creation methodology.

Regional players

• AnyMind Group: Asia-headquartered MCN and digital marketing platform with operations across Japan, Southeast Asia, and Greater China. Comparable business model (creator management + brand marketing services) and overlapping enterprise customer profile, but with broader geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nateejp
• Facebookfacebook.com/nateeinc.jp

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors5 records

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 Natee