Rarity
Rarity (株式会社レアリティ) is a Tokyo-based private Japanese IT company providing custom system development, engineer staffing (SES), and generative AI integration services to enterprise clients, alongside self-developed consumer products including mobile apps, an Android TV browser, and e-commerce hardware goods.
- Company typePrivate
- Founded2014
- HeadquartersTokyo, Japan
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What Rarity does
Rarity Co., Ltd. (株式会社レアリティ) is a privately-held Japanese IT company founded in February 2014 and headquartered in Shibuya, Tokyo. The company operates a dual business model combining B2B custom development services (contract system development and engineer staffing via System Engineering Services / SES) with a portfolio of B2C self-developed products including smartphone apps, an Android TV browser, interactive VR/AR installations, and consumer hardware goods sold via e-commerce.
On the services side, Rarity provides full-stack development across web (React, Vue.js, TypeScript frontends; Go, Java, PHP backends), cross-platform mobile (Flutter), game development, and emerging areas including VR/AR/MR and Generative AI integration using third-party LLMs (ChatGPT, Claude, Llama). Named enterprise clients include Google LLC and Information Strategy Technology Co., Ltd. On the product side, the company has shipped 7+ smartphone applications (e.g., Tapioka Jinja, Mugen Shampoo, STG BOX, Kaguyasama, Minna no Enquete), an Android TV browser (TVWeb Browser, 200,000+ downloads as of March 2018), the Mi-Nara Goldfish Museum interactive wall system (VR/AR), and idea products (hat straps reaching #4 in Amazon Japan's women's hat category, insect catchers, and mask straps launched via Makuake in 2020). Revenue is generated through professional services billing (project or per-engineer contracts), e-commerce product sales (Amazon, Rakuten, Yahoo Shopping), and freemium mobile app downloads. Founder and Representative Director Kimura Kenichi established the company with a stated mission to elevate IT engineer status in Japan.
Rarity firmographics
Firmographics- Name
- Rarity
- Legal name
- 株式会社レアリティ
- Website
- https://rarity.co.jp
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Short description
- Rarity (株式会社レアリティ) is a Tokyo-based private Japanese IT company providing custom system development, engineer staffing (SES), and generative AI integration services to enterprise clients, alongside self-developed consumer products including mobile apps, an Android TV browser, and e-commerce hardware goods.
- Ownership category
- akta.pro rank
Rarity industry classification
Industry- Product category
- Custom Software Development Services
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design Services (541512)
- SIC
- Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- SaaS Security Posture Management (SSPM) (HDABAHAE)
- akta.pro secondary industries
- Security Awareness, Training & Compliance Attestation (HDADAIAJ), Confidential Computing & Hardware-backed Protection (TEE/HSM) (HDADAFAJ), SaaS Security Posture Management (SSPM) (HDADADAI)
Keywords
Where Rarity is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Rarity business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Supply Chain, Marketing or Sales, Operations
Revenue model
- System Development (Custom/Contract Development): Custom system development including web systems, business systems, smartphone apps, and games. Covers requirements definition, design, development, testing, operation and maintenance. Billed per project or contract.
- System Engineering Services (SES): Personnel provision for client projects requiring additional engineers or specialized skills. Includes remote work arrangements. Billed per engineer/per period.
- E-commerce Product Sales: Direct sales of idea products (hardware/accessories) through e-commerce platforms. Products include hat straps, mask straps, insect catchers. Sold via Amazon, Rakuten, Yahoo Shopping, and Makuake crowdfunding.
- Mobile App Downloads: Self-developed smartphone applications distributed through App Store and Google Play. Apps include Tapioka Shrine, Infinity Shampoo, Kaguyasama, STG BOX, TVWeb Browser, and survey apps. Revenue from app downloads and in-app engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom development services - quote-based pricing |
| Unit Pricing | Pay-as-you-go | Idea products - unit pricing on e-commerce platforms |
| Freemium | Monthly | Smartphone apps - free/freemium model |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels5 records
Rarity product offering
Product offeringCore offering
Rarity is a Japanese IT company that provides custom system development (受託開発) covering web systems, business systems, smartphone applications, and games across the full lifecycle from requirements definition to maintenance. The company also offers System Engineering Services (SES) supplying engineers to client projects with remote work options, and develops its own proprietary products including smartphone applications, an Android TV browser, and idea hardware goods sold through e-commerce platforms. Generative AI development using LLMs (ChatGPT, Claude, Llama) and VR/AR/MR application development round out the service portfolio.
Product overview
Rarity is a Japanese IT company offering a diverse portfolio spanning custom software development services (web systems, smartphone apps, games), AI development using large language models (ChatGPT, Claude, Llama), VR/AR/MR solutions, and proprietary hardware products. Their technology stack includes React, Vue.js, TypeScript (frontend), Go, Java, PHP (backend), and Flutter (cross-platform mobile). Their consumer products include smartphone apps such as Tapioka Jinja (shrine worship), Mugen Shampoo (prank game), STG BOX (shooting games collection), and TVWeb Browser for TV (Android TV browser), as well as hardware products including hat straps, mask neck straps, insect catchers, and fabric masks sold through Amazon, Rakuten, and Yahoo Shopping. The company also develops VR/AR interactive installations like the Mi-Nara Goldfish Museum wall system.
Differentiator
Problem solved
Functional benefit
Brands
- レアリティショップ (Rarity Shop): E-commerce shop selling novelty idea products including hat straps, insect catchers, and face masks across Amazon, Rakuten, and Yahoo! Shopping.
Products and services
- Contract Development (受託開発) Custom system development services including web systems, business systems, smartphone applications, and games. Covers requirements definition, design, development, testing, and operations/maintenance. Billed per project or contract.
- System Engineering Service (SES) Personnel provision services supplying engineers to client projects requiring additional staffing or specialized technical skills, including remote work arrangements. Billed per engineer per period.
- Generative AI Development Development services using large language models (ChatGPT, Claude, Llama) for text, image, video, and audio generation, offered as a specialty area for client projects.
- タピオカ神社 (Tapioka Jinja) A shrine worship smartphone app where users perform daily shrine visits to the tapioca god and compete on a faith-ranking leaderboard. Distributed via App Store and Google Play.
- 無限シャンプー (Mugen Shampoo) A prank simulation game where players act as video streamers performing the global 'infinite shampoo' prank on targets and compete for top streamer rankings.
- かぐや様を帰らせたい (Kaguya-sama wo Kaerasetai) An action game where players draw bamboo in space to help Princess Kaguya reach the moon, based on Japan's oldest story. Distributed via App Store and Google Play.
- STG BOX A casual shooting game collection featuring multiple shooter games with coin collection mechanics, unlockable new games, and world rankings. Distributed via App Store and Google Play.
- TVWeb Browser for TV A free Android TV web browser enabling TV-based access to entertainment, music, news, media, and games via remote control. Achieved 200,000+ downloads. Distributed via Google Play for Android TV.
- 帽子が飛ばないストラップ (Hat Strap) Clip-style chin strap for hats that prevents them from being blown away by wind. Sold via Amazon Japan. Achieved rank #4 on Amazon women's hat ranking. Includes 1-year exchange guarantee for manufacturing defects.
- 家虫キャッチャー (Home Insect Catcher) Insect trap device that captures insects such as cockroaches, spiders, and moths without killing them or using insecticide. Sold via Amazon Japan.
- マスクを置かないストラップ (Mask Neck Strap) Cotton neck strap with clip for holding masks when temporarily removed, designed for the 'with corona' lifestyle. Launched via Makuake crowdfunding in July 2020.
- みんなのアンケート (Minna no Enquete) A survey app enabling users to create and participate in polls on various topics, from casual questions to serious concerns. Distributed via App Store and Google Play.
- 便利ツール集 (GenApp) A web platform hosting a collection of utility tools, released October 2025 at genapp.site. Expands the company's self-developed product offerings.
Companies that use Rarity
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Rarity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature5 records
Rarity partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- MakuakeminorMakuake is a Japanese crowdfunding platform used by Rarity for new product launches. Mask strap project was launched via Makuake in July 2020.
- ミ・ナーラ (Mi-Nara)minorMi-Nara is a facility in Nara where Rarity developed an interactive wall system for the Goldfish Museum featuring VR/AR technology with water-ink painting aesthetics.
- 株式会社やまき (Yamaki Corporation)minorYamaki Corporation collaborated on the Mi-Nara Goldfish Museum wall system project with interactive features.
- はるかはぜそふと (Harukaze Soft)minorHarukaze Soft commissioned Rarity to develop a racing mini-game within the Windows ADV game 'Nora to Hirome to Yamaneko Heart 2'.
- Google LLC ( 구글株式会社)coreGoogle is listed as a major client receiving system development services. Also provides technology infrastructure including AdMob (advertising) and Firebase (analytics) used in Rarity's mobile applications.
- 株式会社情報戦略テクノロジーcoreInformation Strategy Technology Co., Ltd. is listed as a major client receiving system development services.
Scale indicators4 records
Recent moves7 records
Expansion highlights4 records
Rarity competitors and assessment
Company assessmentDirect peers
- Drecom: Drecom is a Japanese IT company that combines web service development, smartphone app development, and gaming operations, mirroring Rarity's mixed services-plus-products model. Both are mid-sized Tokyo-based firms operating custom B2B development alongside consumer product lines.
- Kayac: Kayac is a Japanese creative technology firm doing custom development, game development, and innovative web/VR projects, closely mirroring Rarity's combination of B2B services and experimental consumer products. Both are small-cap Tokyo firms with similar cultural-creative and tech orientations.
- Ateam: Ateam is a Japanese mobile/web development company that operates both B2B services and consumer products including games and apps, similar to Rarity's mixed business model. Both firms target the Japanese market with a portfolio of self-developed consumer apps alongside enterprise work.
- Will Group: Will Group is a Japanese HR/IT staffing firm with a significant SES (System Engineering Service) business, directly comparable to Rarity's SES staffing offering. Both compete in the same Japan-based engineer-staffing market with similar pricing and remote-work delivery models.
Broad incumbents
- NRI (Nomura Research Institute): NRI is a major Japanese IT consulting and systems integration firm that provides custom development, consulting, and managed services, comparable to Rarity's system development business at vastly larger scale. Represents the established incumbent tier of the same market Rarity's services compete in.
- BIPROGY: BIPROGY (formerly UNISYS Japan) is a major Japanese IT services and system integration company that provides custom system development at scale, comparable to Rarity's B2B contracting business. As a much larger incumbent, BIPROGY represents the scale ceiling of Rarity's potential service business in the same Japanese enterprise market.
Emerging players
- enish: enish is a Japanese mobile game developer that produces smartphone games and online services, comparable to Rarity's in-house mobile game development efforts. Both operate in the Japanese mobile gaming market with similar product strategies and target audiences.
- KLab: KLab is a Japanese mobile online game developer with a portfolio of smartphone games and online services, comparable to Rarity's in-house mobile game development and web app work. Both are mid-sized Japanese firms operating in mobile gaming and online services.
- HEROZ: HEROZ is a Japanese AI-focused technology company offering AI development and integration services, comparable to Rarity's emerging Generative AI development service line. Both are small Japanese firms leveraging AI capabilities to serve enterprise clients in the Japanese market.
- Akatsuki: Akatsuki is a Japanese mobile game developer that creates smartphone games and web services, comparable to Rarity's in-house game development work. Both are mid-sized Japanese studios operating in the casual/mobile gaming and web application space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Rarity social profiles
Digital presenceRarity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rarity leadership team
Management profileNumber of profiles
Profiles1 record
Rarity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rarity 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 Rarity
What does Rarity do?
Rarity is a Japanese IT company that provides custom system development (受託開発) covering web systems, business systems, smartphone applications, and games across the full lifecycle from requirements definition to maintenance. The company also offers System Engineering Services (SES) supplying engineers to client projects with remote work options, and develops its own proprietary products including smartphone applications, an Android TV browser, and idea hardware goods sold through e-commerce platforms. Generative AI development using LLMs (ChatGPT, Claude, Llama) and VR/AR/MR application development round out the service portfolio.
Is Rarity a public or private company?
Rarity is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rarity founded?
Rarity was founded in 2014.
Where is Rarity based?
Rarity is headquartered in Tokyo, Japan, in the Asia region.
How does Rarity make money?
Four revenue lines are on record. System Development (Custom/Contract Development) is the primary driver. The others are system Engineering Services (SES), E-commerce Product Sales and mobile App Downloads.
Who are Rarity's main competitors?
Direct peers on record are Drecom, Kayac, Ateam and Will Group. Broad incumbents are NRI (Nomura Research Institute) and BIPROGY. Emerging players are enish, KLab, HEROZ and Akatsuki.
Does Rarity have an API?
No public API is recorded for Rarity.
What industry is Rarity in?
Rarity's product category is Custom Software Development Services. Its primary akta.pro industry code is HDABAHAE, SaaS Security Posture Management (SSPM), with a secondary code of HDADAIAJ, Security Awareness, Training & Compliance Attestation. Its NAICS code is 541511 and its SIC code is 7371.