PASAPORTE

What PASAPORTE does

PASAPORTE Inc. (株式会社パサポルテ) is a Tokyo-based, privately held web marketing agency founded by CEO Kaneki Ryota in 2011 and incorporated on January 30, 2014. The company operates two primary business lines: Web Marketing, encompassing the planning and operation of self-produced web advertising across search (Google, Yahoo!), display, and video (TikTok via Bytedance partnership; Microsoft Advertising via Bing/MSN), combined with proprietary web media operations including the PETAL fashion rental review site; and Web Solutions, providing web marketing strategy consulting, advertising operation outsourcing, and budget management services. Customer segments span cosmetics, financial services, real estate, fashion, healthcare, and entertainment advertisers, served through direct B2B sales, industry seminar referrals, and content-driven lead generation.

The firm's core technology centers on keyword selection expertise, content production capability, and SEO-integrated web design. PASAPORTE claims top-tier industry positioning in these areas, supported by a stated track record of releasing over 1,000 web media properties achieving top Google and Yahoo! search rankings. AI is used as an assistive layer for content planning and research, blended with what the firm describes as artisanal human management. Distribution is enabled through direct partnerships with major ad platforms (Bytedance for TikTok since March 2022, Microsoft Advertising since December 2022, Google/Yahoo!) and through NTT DOCOMO's Merkystyle platform for owned-media content distribution.

PASAPORTE generates revenue primarily through advertising fees, campaign management commissions, and professional services fees from bespoke engagements; pricing is quote-based with no public tiers. The company achieved five consecutive periods of record-high profits through Period 10 (FY2023), with revenue of 338.7 million yen in Period 9 (FY2022) growing approximately 165% year-over-year in FY2023. Headcount is described as a small team with continuous recruitment across marketing, content, design, engineering, and administrative roles; the company completed a capital increase to 20 million yen in March 2024 and relocated its Shibuya headquarters in December 2025 to accommodate ongoing scaling.

Name

PASAPORTE

Legal name

株式会社パサポルテ

Website

https://pasaporte.co.jp

Company type

Private

Founded year

2014

Operating status

Operating

Short description

PASAPORTE is a Tokyo-based B2B web marketing agency operating self-planned search, display, and video advertising across Google, Yahoo!, TikTok, and Microsoft platforms, while also running owned media like PETAL and providing consulting services to advertisers in cosmetics, finance, real estate, fashion, healthcare, and entertainment verticals.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro industry

PRIMARYBPAFACAA

Search Engine Marketing (SEM) / Paid Search (PPC)

Business & Public Services/Marketing, Advertising & PR Services/Digital Marketing & Performance Advertising (SEM, Social, Programmatic)

SECONDARYBPAFAIAG

Content Strategy & Planning

Business & Public Services/Marketing, Advertising & PR Services/Content Marketing & Production (Copy, Video, Design)

SECONDARYMPAAABAA

Full-Service Media Planning & Buying

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Media Planning & Buying Agencies

SECONDARYBPAFAJAH

SEO Content Strategy & Production (Topic Research, Editorial Planning)

Business & Public Services/Marketing, Advertising & PR Services/Search Engine Optimization (SEO) Services

Keywords

• Web advertising operations
• Search marketing services
• Digital marketing consulting
• Content production services
• Owned media operations

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Web Marketing - Ad Operation Revenue: PASAPORTE plans and operates web advertising (search, display, video) for clients across categories including cosmetics, finance, real estate, fashion, healthcare, and entertainment. Revenue is generated through advertising fees based on campaign performance, budget management fees, and commissions from ad platforms.
2. Web Media Operations Revenue: The company operates its own web media properties (including PETAL fashion rental review site) and monetizes them through advertising, affiliate programs, and content partnerships.
3. Web Solutions - Consulting & Managed Services: Provides web marketing strategy consulting, advertising operation outsourcing, budget management, and media planning services to external clients, generating fees through professional service engagements.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

PASAPORTE plans, produces, and operates web advertising campaigns (search, display, and video) on behalf of advertising clients across Google, Yahoo!, TikTok, Microsoft, and other platforms. It also operates proprietary owned-media properties (including the PETAL fashion rental review site) and provides web marketing strategy consulting, ad-operations outsourcing, and budget-management services. The company differentiates through top-class keyword selection and content production capabilities, with a track record of over 1,000 media properties achieving top search rankings.

Product overview

PASAPORTE is a marketing company operating two core business lines: (1) Web Marketing — planning and operating self-produced web advertising (search, display, video) across Google, Yahoo!, TikTok, Microsoft, and other platforms, combined with proprietary web media operations including PETAL (fashion rental review site); and (2) Web Solutions — consulting, ad operations outsourcing, and budget management services. The company differentiates through keyword selection expertise and content production capabilities, claiming top-tier industry performance in these areas.

Differentiator

Problem solved

Functional benefit

Brands

• PETAL（ペタル）: A fashion rental review media site targeting working women and busy mothers, covering fashion subscription services, dress rentals, and personal styling.
• PETAL

Products and services

• Web Marketing (Webマーケティング事業)

Quantifiable outcome

• Revenue of 338.7M yen with 270% YoY growth in Period 9
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Rentracks Co., Ltd. (レントラックス株式会社)coreGTM or Marketing Partner · 4 March 2024Rentracks (listed on Tokyo Stock Exchange Growth Market) invited PASAPORTE's CEO Kaneki Ryota to speak at the Rentracks Affiliate Seminar #35 in April 2024, covering search advertising and ROAS optimization topics. This event positions PASAPORTE as a thought leader in the search advertising space and generates referral leads.
• Microsoft Corporation (日本.microsoft)coreTechnology or Integration · 20 December 2022PASAPORTE secured ad distribution on Microsoft Advertising (Bing search and Microsoft platform network) starting December 2022. Microsoft Advertising reaches business-oriented users and complements Google/Yahoo! ad distribution, extending PASAPORTE's addressable audience.
• NTT DOCOMO (NTTコミュニケーションズ) - MerkystylecoreChannel Partner/ Reseller/ Distributor · 30 June 2022PASAPORTE's PETAL fashion rental review content is distributed via NTT DOCOMO's Merkystyle web media platform (operated by mama.smt.docomo.ne.jp). This partnership provides PASAPORTE access to DOCOMO's large consumer user base and additional advertising monetization channels.
• Bytedance Co., Ltd. (Bytedance株式会社)coreTechnology or Integration · 20 March 2022PASAPORTE entered a partnership with Bytedance to distribute its planned advertising content on TikTok starting March 2022. This marked PASAPORTE's expansion into video advertising and the TikTok platform, leveraging their accumulated article advertising expertise for short-form video content.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Ferra: Japanese digital marketing and media company operating owned content properties and advertising services. Comparable to PASAPORTE in combining owned media with client ad operations.
• Allied Architects: Japanese digital marketing agency offering SEO, content marketing, and performance advertising services across multiple verticals. Direct comparator to PASAPORTE's SEM and content-led web marketing model.
• Geniee: Japanese digital advertising technology company offering ad platforms and marketing services. Overlaps with PASAPORTE's ad operations and monetization capabilities.
• Asobo System: Specialized Japanese SEO and content marketing agency with a large portfolio of owned media. Closely comparable to PASAPORTE's SEO-driven, content-heavy approach to digital marketing.

Broad incumbents

• Macromill: Japanese digital marketing and consumer research firm with advertising and content services. Comparable in combining owned media, audience insights, and digital marketing.
• Intage: Japanese marketing research and consulting company with adjacent digital marketing services. Comparable in serving enterprise clients with multi-disciplinary marketing support.
• Hakuhodo: One of Japan's largest advertising agencies, with full-service digital and traditional advertising. Represents the leading incumbent against which smaller agencies like PASAPORTE compete for enterprise clients.
• Digital Holdings (formerly Septeni Holdings): Major Japanese digital advertising group with ad agency, ad tech, and digital content businesses. Provides broader competitive context for PASAPORTE's SEM and digital media operations.
• Dentsu Digital: Digital arm of Dentsu Group in Japan, offering end-to-end digital advertising, SEO, and content marketing. Largest reference competitor for enterprise digital ad services.
• GMO AD Partners: Listed Japanese digital advertising and media company with full-service ad operations and content platforms. Comparable business model in SEM, display, and video advertising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/piramides27

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 PASAPORTE