VAZ
VAZ is a Tokyo-based marketing company that operates social media marketing, talent management, and owned YouTube/TikTok media channels to deliver influencer-driven campaigns for Japanese brand clients targeting Z-generation and Gen-Alpha consumers.
- Company typePrivate
- Founded2015
- HeadquartersTokyo, Japan
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What VAZ does
VAZ is a Tokyo-based marketing company founded in July 2015 that operates three integrated business segments: Social Media Marketing (campaign planning, SNS advertising, influencer marketing, content production, account management for corporate clients), Production Content (talent management, IP development, events, merchandise), and Media Platform (proprietary YouTube and TikTok channels including めるぷち (MelPetite, 434K subscribers), MelTV (616K), CUL DRAMA (519K), Ochiai Channel (582K), and the VARZ VR/AR drama channel). The company manages a roster of 60+ exclusive talents including top Japanese influencers such as Sakura (5.3M+ cumulative followers), Osaki (3M+), and Cosme-Ota Sara (1.56M YouTube subscribers), and produces the 11-member idol group α+ jointly with TWIN PLANET (debuted February 2026). VAZ serves Japanese Z-generation and Gen-Alpha demographics across the cosmetics, fashion, and entertainment verticals for brand clients including KiSS, SKINFOOD, FASIO, LANEIGE, Kao, Rosette, SHEIN, WEGO, GU, ABEMA, and the Tokyo Metropolitan Government.
The firm generates revenue through a hybrid model spanning professional services (B2B marketing campaign fees), talent commissions and appearance fees, advertising/sponsorship revenue across owned media, e-commerce through VAZ MART on TikTok Shop and Qoo10, branded merchandise, event ticketing (FAST COSME PARTY, α+ live tours), and proprietary product sales including the Mel:See from classroom cosmetics line (launched March 2026) and the second SKINFOOD collaboration (May 2026). Pricing ranges from fixed consumer-price ticketing (¥1,500–¥7,500) and merchandise (¥1,099–¥4,399) to quote-based B2B campaign work. VAZ is a consolidated subsidiary of Kyodo Public Relations Co., Ltd. (since January 2022), absorbed its prior subsidiary KOLTECH in January 2025, and has raised approximately ¥1.33 billion across Series A (Sept 2015), Series B (March 2016), and Series C (March 2018) rounds.
The company's underlying technology stack combines third-party platforms (TikTok Shop, Qoo10, LivePocket, eplus, Liny) with internal capabilities centered on the proprietary 'Shock-Sense Marketing' (驚感マーケティング) methodology, the PicQ persona-driven female-marketing framework, and the めるぷち tiered community ecosystem (選抜生/Regular生/研究生) supporting an audition-to-monetization talent pipeline. Notable technology positioning includes VR/AR integration and generative AI elements in the VARZ drama series, though AI/ML capability depth is currently limited to production-tooling use rather than proprietary model development. Headcount is reported at 11–50 employees and the company operates a single headquarters location in Ginza, Tokyo (relocated August 2023).
VAZ firmographics
Firmographics- Name
- VAZ
- Legal name
- 株式会社VAZ
- Website
- https://vaz.co.jp
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- VAZ is a Tokyo-based marketing company that operates social media marketing, talent management, and owned YouTube/TikTok media channels to deliver influencer-driven campaigns for Japanese brand clients targeting Z-generation and Gen-Alpha consumers.
- Ownership category
- akta.pro rank
Where VAZ is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
VAZ business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Social Media Marketing Services: Campaign planning, SNS advertising, influencer marketing, content production, and account management services for corporate clients. Revenue generated through service fees for marketing campaigns and promotional activities.
- Talent Management and Production: Management of influencers and talent, including exclusive contracts, media appearances, modeling, and career development. Revenue includes agency commissions, appearance fees, and endorsement deal revenue sharing.
- Media Platform Operations: YouTube and TikTok media operations including めるぷち, MelTV, CUL DRAMA, and other channels. Revenue from advertising, sponsorships, and platform revenue sharing.
- E-commerce and Merchandise: Sale of official merchandise, event tickets, and collaborative products through VAZ MART (TikTok Shop) and physical events. Includes limited edition items, fan club goods, and co-branded products with partners.
- Product Development and Brand Partnerships: Co-development of products with brands (e.g., SKINFOOD collaboration with Sara, Mel:See from classroom cosmetics brand). Revenue from product sales and brand partnership fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | FAST COSME PARTY event tickets priced at 1,500 yen (tax included) |
| One time/ perpetual license | Pay-as-you-go | α＋ First Tour 2026 ticket tiers ranging from 2,500 to 7,500 yen |
| Unit Pricing | Pay-as-you-go | おさき×WEGO collaboration items priced 1,099 to 4,399 yen |
| Other | Multi-year contract | Recruitment benefits include PC loan, company mobile phone, 124 annual holidays, and real estate agent contract discounts |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels10 records
VAZ product offering
Product offeringCore offering
VAZ is a Tokyo-based marketing company that provides social media marketing services (campaign planning, SNS advertising, influencer marketing, content production, account management) to corporate brand clients, while simultaneously managing a portfolio of influencers, YouTubers, and the 11-member idol group α+. The company operates proprietary media platforms across YouTube and TikTok, sells official merchandise and tickets to fan communities, and has expanded into proprietary cosmetics (Mel:See from classroom) and TikTok Shop live commerce (VAZ MART). VAZ also runs the female-marketing specialization team PicQ and produces content including the VR/AR hybrid drama 神化転生戦記VARZ.
Product overview
VAZ operates as a Tokyo-based marketing company with three core business segments: Social Media Marketing (campaign planning, SNS ads, influencer marketing), Production Content (talent/influencer management, IP business, events/merchandise), and Media Platform (operating multiple YouTube/TikTok channels). The company manages over 60 talents including top influencers and an 11-member idol group (α+), operating YouTube channels including めるぷち (434K subscribers), MelTV/メルティビー (616K subscribers), CUL DRAMA/カルドラマ (519K subscribers), and the VARZ VR/AR drama channel. VAZ launched its first proprietary cosmetics brand Mel:See from classroom (March 2026) and e-commerce operation VAZ MART on TikTok Shop (June 2026), expanding from service provider to product seller. The company positions itself around '驚感マーケティング' (shock + empathy marketing) targeting Z-generation and female demographics.
Differentiator
Problem solved
Functional benefit
Brands
- めるぷち (MelPetite): 小中高生のメンバーが出演するYouTubeメディア。女子小中高生のトレンドを紹介
- MelTV/メルティビー
- CUL DRAMA/カルドラマ
- 神化転生戦記VARZ/ヴァーズ
- 落合博満のオレ流チャンネル
- バグる、愛。
- PicQ（ピック）
- VAZ MART
- Mel:See from classroom
Products and services
- Social Media Marketing Service (ソーシャルメディアマーケティング事業)
- Production Content Service (プロダクションコンテンツ事業)
- Media Platform Service (メディアプラットフォーム事業)
- PicQ (ピック) - Female Marketing Specialization Team
- VAZ MART (バズマート) - TikTok Shop Operations
- Mel:See from classroom (メルシー フロム クラスルーム)
- α+ (AlphaPlus) - Idol Group
- FAST COSME PARTY - Experiential Beauty Event
- めるぷち (MelPetite) YouTube Channel & Fan Club
- MelTV (メルティービー) YouTube Channel
- CUL DRAMA (カルドラマ) YouTube Channel
- 神化転生戦記VARZ (VARZ) - VR/AR Drama Series
Quantifiable outcome
- めるぷち: 630M+ cumulative YouTube views since 2019; 430K+ subscribers; 54,000+ concurrent viewers at peak event
- +3 more outcomes
Companies that use VAZ
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles3 records
VAZ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability8 records
Feature4 records
VAZ partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered major, minor and core.
- TOKYO IDOL FESTIVALmajorα＋ performing at TIF 2026, world's largest idol festival. 3-day event at Odaiba/Aomi area featuring hundreds of idol groups.
- TGC teenmajorα＋ performing as opening act at TGC teen 2026 Summer fashion festival. Major exposure opportunity for idol group at premier teen fashion event.
- WITH HARAJUKU HALLminorVenue partner for FAST COSME PARTY beauty events. Provides event space for experiential marketing activations featuring beauty brands and creator appearances.
- WEGOcoreCollaboration with おさき on apparel and goods collection. Products sold through 10 WEGO stores nationwide and online. Includes exclusive merchandise, in-store events, and promotional activities.
- サン宝石 (Sunho)minorCollaboration on ほっぺちゃん × めるぷち merchandise. Limited edition goods featuring めるぷち members designed as ほっぺちゃん characters. Sold at Village Vanguard and VAZ MART.
- Qoo10majorPrimary e-commerce platform for SKINFOOD collaboration products and Mel:See from classroom brand. SKINFOOD products featured in Qoo10 Mega Sale promotions and award events.
- めるぷち 25 memberscoreCollaborative product development with めるぷち talent for Mel:See from classroom cosmetics brand. 2,800+ fan surveys incorporated into product development. School cosmetics concept targeting teens.
- SKINFOODcoreCo-development of beauty products with コスメヲタちゃんねるサラ. First collaboration (Niacinamide 5% pads) won multiple awards in Japan and Korea. Second collaboration expanded to sheet masks and cream launched May 2026.
- 株式会社TWIN PLANETcoreJoint production partner for α＋ 11-member idol group. Co-produced debut in February 2026, ongoing activities including singles, fan meetings, and live performances. Equal creative and operational partnership in idol project.
- SHEINmajorさくら as seasons model for 2024 A/W fashion collection. Featured 20 outfits from 100,000+ items. Promotion at SHEIN TOKYO showroom and Shibuya large screen advertising.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
VAZ competitors and assessment
Company assessmentBroad incumbents
- Horipro: Major Japanese entertainment and talent agency, and a VAZ shareholder. Comparable in artist representation and entertainment IP, though it operates at significantly larger scale and broader entertainment scope than VAZ's social-first focus.
- CyberAgent: Japanese internet conglomerate operating AbemaTV, digital advertising (CyberAgent group), and internet businesses; investor in VAZ through CA Startups. Comparable through its digital advertising and creator economy exposure.
- Stardust Promotion: Major Japanese talent agency with idol divisions (e.g., Momoclo, Ebisu Muscats). Comparable through idol IP production and female-targeted talent management overlapping with α+ and めるぷち audience.
- TWIN PLANET: Japanese talent management and idol production firm. Directly comparable as VAZ's joint venture partner on α+, and operates overlapping talent-management and IP-development functions for the Japanese youth market.
Others
- Adways: Listed Japanese digital marketing company and VAZ shareholder. Comparable as an adjacent ecosystem participant in affiliate and digital advertising, but not a direct competitor in talent management.
- FreakOut Holdings: Japanese digital advertising technology company and VAZ shareholder. Comparable as an ecosystem partner in programmatic and digital advertising, though its core business is ad-tech rather than talent management.
Direct peers
- UUUM: Japan's largest publicly listed YouTube Multi-Channel Network and talent management firm. Directly comparable to VAZ in business model (influencer management + media platform + ad services) and target market (Japanese YouTube advertisers).
- BitStar: Tokyo-based MCN and influencer marketing agency. Directly competes with VAZ for top Japanese talent and brand campaign budgets, with overlapping service offerings in SNS advertising and creator production.
- Geelee: Japanese MCN focused on influencer and talent management with social media marketing services. Comparable scale and audience demographic (Gen-Z/female) to VAZ.
- C Channel: Female-targeted short video media platform. Highly comparable to VAZ's めるぷち and MelTV in audience demographic and content format, with overlapping advertiser base in Japanese beauty and fashion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
VAZ social profiles
Digital presenceVAZ compliance and trust
Trust signalCompliance1 record
VAZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
VAZ leadership team
Management profileNumber of profiles
Profiles4 records
VAZ subsidiaries and ownership
Company hierarchySubsidiaries2 records
VAZ funding detail
Funding detailFunding overview
Funding rounds2 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VAZ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VAZ
What does VAZ do?
VAZ is a Tokyo-based marketing company that provides social media marketing services (campaign planning, SNS advertising, influencer marketing, content production, account management) to corporate brand clients, while simultaneously managing a portfolio of influencers, YouTubers, and the 11-member idol group α+. The company operates proprietary media platforms across YouTube and TikTok, sells official merchandise and tickets to fan communities, and has expanded into proprietary cosmetics (Mel:See from classroom) and TikTok Shop live commerce (VAZ MART). VAZ also runs the female-marketing specialization team PicQ and produces content including the VR/AR hybrid drama 神化転生戦記VARZ.
Is VAZ a public or private company?
VAZ is a private company. It is classified as corporate owned and is currently operating.
When was VAZ founded?
VAZ was founded in 2015. It employs 11 to 50 people.
Where is VAZ based?
VAZ is headquartered in Tokyo, Japan, in the Asia region.
How does VAZ make money?
Five revenue lines are on record. Social Media Marketing Services are the primary driver. The others are talent Management and Production, media Platform Operations, E-commerce and Merchandise and product Development and Brand Partnerships.
Who are VAZ's main competitors?
Broad incumbents on record are Horipro, CyberAgent, Stardust Promotion and TWIN PLANET. Others are Adways and FreakOut Holdings. Direct peers are UUUM, BitStar, Geelee and C Channel.
Does VAZ have an API?
No public API is recorded for VAZ.