KOTONA

What KOTONA does

KOTONA is a Japanese private advertising agency founded in June 2012 and headquartered at JP Tower Osaka. The company operates nine integrated service modules — web advertising, TV commercials, transit advertising, marketing strategy, social media management, graphic design, web design, frontend development, and PR support — under a proprietary "Design Marketing" (デザーケティング) methodology that pairs creative production with marketing strategy to address client business problems. The firm sells primarily through direct enterprise sales with custom project-based pricing.

KOTONA serves a diversified client base spanning J-League and B.League sports organizations (Cerezo Osaka, Osaka Evessa, Zweigen Kanazawa, Kobe Steeler, Tachikawa Athletic FC, F-League), universities (Osaka Sangyo, Kindai, Kyoto University of Foreign Studies, Biwako Seikei Sport), cultural venues (Symphony Hall Osaka, Ikeda Civic Cultural Foundation), e-commerce brands (TSUMUGI, ReNewStyle, Renaterra, ecLat), and technology firms (SurgeX, LeGacy). The team is approximately 27 staff, with an average age of 27.3 and a 1:3 male-to-female ratio, indicating a young and female-led workforce. Representative Director is Yamazaki Akihisa; Special Advisor is former professional baseball player Itoi Yoshio.

Beyond agency services, KOTONA has extended into adjacent businesses: group company ATTS Co., Ltd. markets the CANNA CBD skincare brand, and in June 2026 KOTONA launched a private villa rental property "淡凪 -Awana-" on Awaji Island. KOTONA is a wholly-owned subsidiary of KOTOMOS Holdings, with registered capital of ¥30,000,000. The company expanded to Tokyo in July 2025 and maintains partnerships with CAMPFIRE as a curation partner for regional crowdfunding initiatives.

Name

KOTONA

Legal name

株式会社KOTONA

Website

https://kotona-pr.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

KOTONA is a Japanese advertising agency offering integrated design and marketing services across web, TV, transit, and digital channels. Based in Osaka, it serves sports, education, and cultural clients while also operating CANNA CBD skincare and an Awaji Island villa.

Ownership category

akta.pro rank

Product category

Advertising & Marketing Services

NAICS

Graphic Design Services (541430), Indoor and Outdoor Display Advertising (541850)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Corporate, Promotional & Custom Print Products Distribution (CRAOALAM)

Keywords

• Advertising agency
• Marketing strategy
• Creative design
• Transit advertising
• PR support

Headquarters

HQ city

Osaka

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advertising and Marketing Services: KOTONA generates revenue primarily as an advertising agency, providing services including web advertising, TV commercials, transportation advertising, marketing strategy, social media management, graphic design, web design, frontend development, and PR support. Revenue is earned through project fees and service contracts.
2. Own Product Sales (CANNA CBD Skincare): Through group company ATTS Co., Ltd., KOTONA develops and sells the CANNA brand of CBD skincare products. Revenue is generated from direct product sales.
3. Villa Accommodation (淡凪 - Awana): KOTONA operates its own villa accommodation business on Awaji Island called '淡凪 - Awana -', generating revenue through hospitality and lodging services. The villa opened in June 2026.
4. Sports Sponsorships: KOTONA generates revenue through advertising service fees related to its sports team sponsorships and partnerships (e.g., Gold Partner with Cerezo Osaka, Platinum Partner with Osaka Evessa, Official Partner with F-League).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

KOTONA is a Japanese advertising and marketing agency that delivers integrated creative and design-driven marketing services to businesses, sports organizations, educational institutions, cultural venues, and consumer brands across Japan. Its core delivery is the proprietary "Design Marketing" methodology, packaged as nine service modules: web advertising, TV commercials, transit advertising, marketing strategy, SNS operations, graphic design, web design, frontend development, and PR support.

Product overview

KOTONA is a comprehensive advertising agency offering integrated marketing and design services under its 'デザーケティング' (Design × Marketing) concept. The company provides nine core service modules: Web Advertising, TV Commercials, Transit Advertising, Marketing, SNS Operations, Graphic Design, Web Design, Frontend Development, and PR Support. The company also operates subsidiaries including株式会社アッツ (ATTS) which manages the CBD skincare brand CANNA, and has launched a new hospitality business with the private villa '淡凪-Awana-' in Awaji Island.

Differentiator

Problem solved

Functional benefit

Brands

• CANNA: Beauty/cosmetics brand operated by subsidiary ATTS (株式会社アッツ).
• 淡凪-Awana-

Products and services

• Integrated Advertising & Design Marketing Services (WEB広告 / テレビCM / 交通広告 / マーケティング / SNS運用 / グラフィックデザイン / WEBデザイン / フロントエンド / 広報支援) End-to-end advertising and marketing services delivered under KOTONA's proprietary "Design Marketing" methodology. Combines nine modules: strategic web advertising operations across Google and social platforms; TV and radio commercials from production to media placement; transit advertising including train, billboard, taxi, poster, flyer, and magazine formats with full design and printing services; customer-needs research, market analysis, and promotion strategy; SNS operations across TikTok, Facebook, Instagram, X, and LINE; graphic design for posters, brochures, business cards, banners, logos, and merchandise; web design for corporate sites, e-commerce sites, and landing pages; frontend website construction with dedicated staff from production through delivery; and PR support including press release creation, distribution, writing, and photography. For enterprise clients, mid-market companies, sports organizations, educational institutions, cultural venues, beauty/CBD brands, and e-commerce operators in Japan.
• CANNA (カンナ) — CBD Skincare Brand CBD-infused anti-aging skincare brand including creams and essences. Developed and sold by group company ATTS Co., Ltd. (株式会社アッツ), with KOTONA providing integrated CM production and SNS advertising in support. Targets consumers seeking CBD-based next-generation skincare. The CANNASpecial Match branded event with Zweigen Kanazawa serves as a flagship sponsorship activation for the brand.
• 淡凪 -Awana- (Private Villa Accommodation) Private villa rental accommodation business on Awaji Island, Hyogo Prefecture, operated by KOTONA Inc. Offers a single-villa stay experience with ocean-view terraces, private pool, indoor sauna, and jacuzzi. Targets urban dwellers seeking a relaxation-focused hospitality experience with the concept '何もしなくていい時間' (time where you don't have to do anything). Reservation acceptance began on June 2, 2026 with the grand opening held on June 29, 2026.

Quantifiable outcome

• KOTONA manages multiple gold, platinum, and official sports sponsorships simultaneously — indicating strong multi-account management and integrated marketing delivery capability.

Named customers20 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and major.

• Cerezo OsakacoreGTM or Marketing Partner · 1 July 2025KOTONA serves as a Gold Partner to Cerezo Osaka (J-League football club), providing marketing and sponsorship activation services. The partnership includes Osaka Women's campaign activities targeting female fans and the broader Osaka community.
• Osaka EvessacoreGTM or Marketing PartnerKOTONA serves as a Uniform Partner (platinum tier) to Osaka Evessa, a professional basketball team in the B.League. The partnership provides branding and marketing visibility through team uniform placement and promotional activities.
• F-LeaguecoreGTM or Marketing PartnerKOTONA holds an Official Partner (platinum tier) status with F-League, Japan's professional futsal league. The partnership includes sponsorship activation and marketing collaboration.
• Zweigen KanazawamajorGTM or Marketing PartnerKOTONA is an Official Partner to Zweigen Kanazawa (J-League football club). The partnership included hosting a 'CANNASpecial Match' — a branded match event supporting the CANNA CBD product line.
• Kobe Steel Kobe SteelermajorGTM or Marketing PartnerKOTONA has a sports sponsorship relationship with Kobe Steel Kobe Steeler (J-League football club), providing marketing collaboration and brand visibility services.
• Tachikawa Athletic FCmajorGTM or Marketing PartnerKOTONA has a sports sponsorship relationship with Tachikawa Athletic FC (J-League football club), providing marketing collaboration and brand visibility services.
• CAMPFIREmajorGTM or Marketing PartnerKOTONA has entered into a Curation Partner agreement with CAMPFIRE, Japan's leading crowdfunding platform. The partnership enables KOTONA to support regional projects and initiatives through crowdfunding campaigns.
• ATTS Co., Ltd. (株式会社アッツ)coreStrategic or Co-development PartnerATTS Co., Ltd. is KOTONA's group company (under KOTOMOS Holdings). ATTS develops and sells the CANNA brand of CBD skincare products. KOTONA provides advertising and marketing services for CANNA products, creating an integrated product-plus-marketing business model.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Hakuhodo Inc. Japan's second-largest advertising agency and a dominant creative/integrated marketing group. Comparable to KOTONA because both offer end-to-end advertising, design, PR, and digital services, though Hakuhodo operates at vastly greater scale across a national and international client base.
• Dentsu Inc. Japan's largest advertising agency network with global reach. Comparable to KOTONA because both deliver advertising, marketing strategy, design, and digital services — Dentsu simply serves a far broader portfolio of enterprise and consumer clients.
• ADK Holdings: Japanese integrated advertising holding company providing creative, digital, and media services. Comparable to KOTONA because both compete for Japanese brand and entertainment marketing budgets with full-service creative offerings.

Direct peers

• PARTY: Tokyo-based creative agency known for design-led brand campaigns and digital creative. Comparable to KOTONA because both pitch design-forward, creative-driven advertising engagements to Japanese brands seeking non-traditional agency approaches.
• Septeni Holdings Co., Ltd. Japan-listed digital advertising and marketing group focused on digital creative, performance, and SNS operations. Highly comparable to KOTONA because both deliver SNS operations, web advertising, and integrated creative services to mid-market Japanese advertisers.
• Digital Holdings Inc. Tokyo-headquartered digital marketing group providing advertising, creative production, and SNS operations. Comparable to KOTONA because both target Japanese digital-first advertisers with integrated creative-plus-media services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/kotona_official
• TikToktiktok.com/@kotona_official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 KOTONA