HUUM

What HUUM does

HUUM (株式会社HUUM) is a Tokyo-based joint venture founded in August 2022 between Hakuhodo DY Media Partners (51% ownership) and UUUM (49% ownership), Japan's leading YouTube Multi-Channel Network. The company operates at the intersection of influencer marketing, broadcast media, and e-commerce, designing cross-media campaigns that combine creator IP (YouTubers, KOLs, talent, and artists) with traditional broadcast content and live commerce. Its core offering spans three integrated functions: place-making (streaming distribution and creator-driven content via ABEMA, YouTube, and broadcast partnerships), product-making (co-developed merchandise and original content production), and system-making (planning, casting, production, analytics, and commerce coordination). Named enterprise customers span broadcasting (Nippon TV), technology (Google/YouTube), e-commerce (Rakuten), streaming (ABEMA), consumer goods (Suntory/Asahi Super Dry), energy (Kansai Electric Power), and government (City of Sapporo).

HUUM's product portfolio includes three primary offerings: 'HUUM Package with YouTube' (launched December 2025), a marketing support solution leveraging Google data combined with YouTube platform capabilities; 'Influencer Power Measurement' (launched March 2025), an analytics tool to visualize and measure the effectiveness of influencer-driven PR campaigns; and UniReel (invested September 2024), a vertical short drama platform where HUUM participates in the production committee for the Japanese version, with its first project 'Last Class – Only Survivors Graduate' selected as a Nippon TV original and awarded Best Actor at the 1st Asia Short Drama Awards in May 2025. The company has also integrated AI lip-sync technology through a partnership with LalaStation to support Japanese video creators' overseas expansion.

The business model combines professional services (influencer marketing planning, casting, production) with transaction-based revenue (live commerce via Rakuten Live Shopping, co-created merchandise sales). Pricing is quote-based and tailored to client requirements rather than publicly disclosed. The go-to-market is event-driven, combining influencer IP with cross-media planning that spans broadcast stations, SNS, and streaming platforms. Geographic operations cover Japan (headquarters), China (via Cross-See partnership established January 2023), and Thailand (via Bangkok KOL Center MOU signed June 2025), positioning HUUM as an integrator of creator-led marketing across major Asian markets.

Name

HUUM

Legal name

株式会社HUUM

Website

https://huum.co.jp

Company type

Private

Founded year

2022

Operating status

Operating

Short description

HUUM is a Tokyo-based joint venture between Hakuhodo DY Media Partners and UUUM that designs cross-media influencer marketing campaigns bridging Japanese broadcast stations, YouTube, and e-commerce platforms for brand marketers, broadcasters, and retailers across Japan, China, and Thailand.

Ownership category

akta.pro rank

Product category

Influencer Marketing Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181), Public Relations Agencies (54182)

SIC

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

akta.pro primary industry

Social Media & Community Management (PR-led) (BPAFADAM)

Keywords

• Influencer marketing services
• Content production services
• Live commerce integration
• Cross-media marketing
• Creator marketing solutions

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Influencer Marketing Services: Planning, casting, and production services for influencer marketing campaigns across multiple media channels including broadcast, SNS, and streaming platforms.
2. Content Production: Original program content production and YouTube sponsorship planning developed in-house, including collaboration product development with manufacturers.
3. Commerce/E-commerce Integration: Live commerce implementation and inbound commerce coordination, particularly for global EC market expansion.
4. Retail/Merchandise: Co-creation product development between manufacturers, broadcast stations, YouTube creators, and influencers, delivering products to consumers end-to-end.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

HUUM is a Japanese marketing company that provides influencer marketing, cross-media content planning, original content production, and live commerce integration services for brand marketers, broadcast stations, and e-commerce platforms. It combines creator IP (YouTubers, influencers, KOLs, talent) with traditional broadcast media and commerce channels to deliver integrated campaigns from planning and casting through production, analytics, and sales. The company also operates branded solutions including UniReel (short drama platform), Influencer Power Measurement (campaign analytics), and HUUM Package with YouTube (Google data-powered marketing).

Product overview

HUUM operates as a unified entertainment marketing company with four integrated business segments: influencer marketing, content business, retail, and commerce. The company offers specialized solutions including HUUM Package with YouTube (Google data-powered marketing), Influencer Power Measurement (campaign analytics), and participates in the UniReel short drama platform. The core offering centers on place-making (streaming + influencer marketing), product-making (co-created merchandise and content production), and system-making (planning, casting, production, analytics, and commerce integration). The portfolio spans from content creation and distribution to e-commerce enablement and performance measurement.

Differentiator

Problem solved

Functional benefit

Brands

• UniReel (ユニリール): Short drama app offering vertical short-form video content
• HUUM Package with YouTube
• Influencer Power Measurement

Products and services

• HUUM Package with YouTube Marketing support solution launched December 2025 that leverages Google's data combined with YouTube platform capabilities to optimize influencer marketing campaigns and content distribution for brand advertisers.
• Influencer Power Measurement Analytics solution launched March 2025 that visualizes and measures the effectiveness of influencer-driven PR campaigns through data-driven reporting and attribution for marketing clients.
• UniReel (ユニリール) Short-form vertical video (short drama) platform that HUUM invested in starting September 2024. The Japanese version of this globally popular short drama format produces original content through partnerships with creators and broadcasting stations. The first project 'Last Class - Only Survivors Graduate' was selected as an NTV original production.

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Google/YouTubecoreStrategic or Co-development Partner · 19 December 2025Launched 'HUUM Package with YouTube' - a marketing support solution utilizing Google's data and YouTube platform for enhanced campaign analytics and performance.
• Thai-Japan KOL Center (日タイ4社MOU)coreStrategic or Co-development Partner · 30 June 2025MOU signed between 4 companies from Japan and Thailand to establish KOL (Key Opinion Leader) Center in Bangkok for influencer marketing expansion in Southeast Asia.
• Lara Station (ララステーション)supportingTechnology or Integration · 5 June 2024Business partnership utilizing AI technology 'Lip Sync' to support Japanese video creators' expansion into overseas markets.
• Amazon AdssupportingGTM or Marketing Partner · 2 November 2023Collaboration on 'X'mas Countdown Party' - a new entertainment event combining video creators with major artists before Christmas, broadcast via Amazon Ads.
• Cross-See (クロスシー)coreStrategic or Co-development Partner · 11 January 2023HUUM entered a business partnership with China's Cross-See for entering the Chinese market and leading Japan's live commerce market. Cross-See specializes in China marketing.

Scale indicators2 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 HUUM