What CDG does

CDG Co., Ltd. (株式会社CDG) is a Japan-based marketing communication company founded in 1974 in Osaka that provides end-to-end sales promotion and advertising services to enterprise clients across 21+ industry verticals including consumer electronics, food service, telecommunications, and entertainment. The company plans, executes, and manages promotional campaigns for major consumer brands, integrating licensed IP characters (San-X's Rilakkuma, Toho's Godzilla, Evangelion, Tatsunoko, Ultraman, Jujutsu Kaisen) with digital and offline activations to drive consumer engagement, in-store traffic, and brand loyalty. CDG also manages IP licensing arrangements and operates merchandise production programs for enterprise clients.

CDG's technology foundation is built on LINE Business Connect API integration for campaign management, proprietary promotional campaign platforms, and location-based gaming integrations. Its core owned platforms include SP Connect (LINE-based sales promotion campaign management with QR code and receipt-photo participation), CRM CONNECT (LINE-based CRM with segmentation and one-to-one messaging), Tekuteku Life (smartphone location-based game for stamp rallies and spot check-ins), and MonoLabo (information site analyzing promotional merchandise value). The company operates Buzzaar (zero-inventory e-commerce for content holders), an NFT business as the first domestic LINE NFT sales partner, and the MonoLabo Channel on YouTube for viewer-participatory character merchandise development.

CDG's revenue model combines professional services fees for promotional campaign planning and execution, licensing and royalty streams from IP collaboration management, subscription/recurring revenue from SP Connect and CRM CONNECT platform services, transaction fees from NFT sales, and hardware sales from NFT×Goods merchandise bundles. Pricing is project-based and non-public, with multi-year contract cadences. The go-to-market is primarily direct B2B field sales through offices in Osaka (headquarters), Tokyo, and Fukuoka, supplemented by bi-annual internal exhibitions (内博会), partner recruitment, and ecosystem channels including the LINE ecosystem and NTT DOCOMO's Sugotoku content distribution platform.

Name

CDG

Legal name

株式会社CDG

Website

https://cdg.co.jp

Company type

Public

Founded year

1974

Operating status

Operating

Headcount range

251–500 employees

Short description

CDG (株式会社CDG) is a Japan-based, 1974-founded marketing communication company providing end-to-end sales promotion and IP-licensed advertising services to enterprise brands and local governments across 21+ industry verticals, with proprietary platforms for LINE-based campaigns, CRM, location-based gaming, and NFT sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Osaka

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Promotional Marketing Solutions: Core revenue from end-to-end promotional marketing campaign planning, execution, and management for corporate clients. This includes IP-collaboration campaigns, digital and offline promotions, and sales promotion planning across 21 industry verticals.
2. License Management and IP Promotion: Revenue from managing IP licensing for promotional campaigns, organizing IP-collaborative events, and facilitating character/IP-driven merchandise sales and promotions. CDG holds long-term licensing management expertise and operates a broad licensor network.
3. NFT Sales and Solutions: Revenue from planning, designing, and selling NFTs through LINE NFT marketplace. CDG serves as the first domestic LINE NFT sales partner and handles full-cycle NFT management including licensing, design, issuance, and sales operations.
4. NFT × Goods Solutions: Revenue from bundling NFTs with physical merchandise (digital frames, T-shirts, eco bags, cushions) and providing NFT-linked goods development and manufacturing services.
5. CRM Platform Services: Subscription-type revenue from providing CRM CONNECT platform services using LINE as a messaging base, including data analysis, segmentation, message design, and campaign execution.
6. SP Platform Licensing: Revenue from providing SP Connect platform as a service to brands for running LINE-based promotional campaigns. Platform supports QR code entry, receipt-based applications, and CRM integration.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

CDG provides B2B promotional marketing solutions combining IP-licensing collaborative campaigns with proprietary digital platforms (SP Connect, CRM Connect, Tekuteku Life, MonoLabo) to plan, execute, and manage sales promotion campaigns for enterprise clients across 21 industries. The company also offers IP licensing management, NFT-based digital collectibles via LINE NFT marketplace, location-based regional revitalization campaigns, and merchandise e-commerce through the Buzzaar platform.

Product overview

CDG offers a comprehensive marketing solutions platform centered on promotional campaigns and sales promotion, combining LINE-based digital tools with physical merchandise and event services. The core platform portfolio includes SPコネクト (LINE-powered sales promotion), CRM CONNECT (customer relationship management), テクテクライフ (location-based gaming app), and MonoLabo (merchandise intelligence platform). These integrate with LINE ecosystem services, NFT marketplace platforms, and food delivery services. New services include Tas-Karu-Sys, SP Suite, and テクテクライフ. CDG also operates NFT services for IP collaboration, MonoLabo Channel for fan-participatory merchandise development, and Buzzaar e-commerce platform. The company provides omnichannel O2O solutions connecting online engagement with offline retail through stamp rallies, promotional campaigns, and regional revitalization initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• SP Suite: Sales promotion platform suite including SP Connect for LINE-based campaign management.
• テクテクライフ (Tekuteku Life)
• CRM CONNECT
• MonoLabo

Products and services

• SP Connect (SPコネクト) LINE Business Connect-based in-store sales promotion campaign platform enabling QR code entry, point management, win/loss notification, and customer messaging entirely through LINE. Supports database integration for CRM purposes; designed for brands and retailers running in-store promotional campaigns.
• CRM CONNECT LINE-based CRM service supporting the full customer journey from new friend acquisition through purchase to fan conversion, with segment-based one-to-one communication and data-driven campaign development for enterprise brands.
• Tekuteku Life (テクテクライフ) Smartphone location-based game featuring map-coloring gameplay, spot check-ins, digital stamp rallies, and promotional collaboration events. Supports regional revitalization initiatives and IP collaborations; used by brands, local governments, and tourism organizations.
• MonoLabo Information platform scientifically analyzing the value of merchandise, with five sections covering merchandise trends, effects, and analysis for promotional activities. Used by B2B clients for promotional goods strategy insights.
• Buzzaar Zero-risk content e-commerce platform enabling merchandise sales without upfront costs or inventory risk through on-demand production model. Supports content holders and IP owners in launching merchandise businesses.
• NFT×Goods (NFT×グッズ) NFT merchandise solutions combining digital assets with physical goods including T-shirts, eco-bags, cushions, and framed posters, with serial number verification for scarcity enjoyment. Designed for IP rights holders and brands.
• NFT Digital Frame (NFTデジタルフレーム) Physical accessory for displaying NFTs in real-world settings, with serial number printing on back for authenticity verification alongside digital assets.
• GIFTRACK Visit-linked performance-based campaign tool with e-gift capabilities for incentivizing store visits and driving foot traffic through rewards. Used by retailers and brands for store visit promotions.
• ProPura (プロプラ) Video advertising service combining video creation with high-precision targeting for promotional campaigns.
• Online Live Business (オンラインライブ事業) Full-service online live event business covering planning, licensing management, and operations for character-based live streaming content with merchandise development. First project was Osomatsu-san collaboration.
• Employee Delivery Service (社員向けデリバリーサービス) Employee benefit program providing electronic coupons for food delivery orders through Demae-can, enabling companies to offer remote work era welfare benefits with no system setup required.
• SP Suite Sales promotion platform suite including SP Connect for LINE-based campaign management, listed as a new service in CDG's business portfolio.
• Tas-Karu-Sys New service listed in CDG's business portfolio under new service offerings.
• C-Value Marketing analysis tool providing effective promotion strategy insights through data analytics.
• MonoLabo Channel YouTube-based online live streaming channel for viewer-participatory character merchandise development, allowing fans to collaborate on goods design and creation with voice actors and illustrators.

Quantifiable outcome

• Services 25+ industry verticals with top-brand clients
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

16 partnerships are on record, tiered major, core and minor.

• 株式会社トムス・エンタテインメント (TMS Entertainment)majorTechnology or Integration · 6 December 2022CDG partnered with TMS Entertainment to issue the first Panda to Panda 50th Anniversary NFT through LINE NFT. CDG handled NFT planning and sales with motion NFT and anniversary art pieces.
• 株式会社タツノコプロ (Tatsunoko Production)majorTechnology or Integration · 5 October 2022CDG partnered with Tatsunoko Production for the 60th anniversary NFT sales of Time Bokan Series Yatterman, Casshern, and Mach GoGoGo through LINE NFT marketplace. CDG handled NFT planning and sales operations.
• 網走市 (Abashiri City Government)majorStrategic or Co-development Partner · 1 June 2022CDG partnered with Abashiri City to deploy Tekuteku Life location-based stamp rallies for regional revitalization and tourism promotion. The partnership also includes linkage with 'Furu-po' (故乡纳税) platform. The city provided official support and coordination with local businesses.
• LINE Xenesis株式会社 (LINE NFT)coreTechnology or Integration · 27 April 2022CDG became the first domestic LINE NFT sales partner, certified by LINE Xenesis to plan, design, issue, and sell NFTs through LINE NFT marketplace. CDG handles full NFT project management including IP licensing, design, and sales operations. Notable projects include Godzilla NFT, Ultraman NFT, and Rilakkuma NFTs.
• サンエックス株式会社 (San-X)coreStrategic or Co-development Partner · 27 April 2022CDG and San-X partnered for the Rilakkuma 20th Anniversary 'Ensemble Tour' event, a nationwide campaign promoting SDGs through Rilakkuma characters. CDG serves as co-planner and operator. The partnership includes goods sales, SDGs events, and local revitalization tie-ups.
• 株式会社寺子屋 (Terakoya)majorStrategic or Co-development Partner · 27 April 2022Terakoya partners with CDG and San-X on the Rilakkuma 20th Anniversary Ensemble Tour event. Terakoya manages event operations while CDG handles overall planning and promotional strategy.
• 東宝株式会社 (Toho)majorTechnology or Integration · 27 April 2022CDG collaborated with Toho to create the first domestic Godzilla NFT using scenes from 'Godzilla VS Hedora' original tokusatsu film. CDG handled full NFT project from planning to sales through LINE NFT. Toho provided IP licensing for the Godzilla franchise.
• NTT DOCOMO (スゴ得コンテンツ)majorChannel Partner/ Reseller/ Distributor · 1 February 2022CDG partnered with NTT DOCOMO to distribute 'Tekuteku Life for Sugotoku' through DOCOMO's Sugotoku Content service, making the location-based game available to DOCOMO smartphone subscribers as part of the Sugotoku subscription platform.
• テクテクライフ株式会社 (Tekuteku Life)coreTechnology or Integration · 8 July 2021CDG and Tekuteku Life partnered to offer location-based game services for promotional campaigns and regional revitalization. CDG serves as the promotional/IP collaboration layer while Tekuteku Life provides the smartphone location-based game platform 'Tekuteku Life.' The partnership enables CDG to offer brands and municipalities digital stamp rally campaigns and spot check-in promotions through the app. Partners include: Tekuteku Life ( 田村寛人), Abashiri City, Toyohashi Railway, and NTT DOCOMO.
• 株式会社ノーヴォ (Noovo)minorOthers · 28 August 2020CDG partnered with Noovo to connect local governments and companies needing PR animation with young animators seeking opportunities. CDG handles PR animation planning and overall production, while Noovo provides its creative network for animation production coordination.
• LINE株式会社 (CRM CONNECT)coreTechnology or Integration · 26 June 2020CDG developed and operates CRM CONNECT, a CRM service platform using LINE as the base. LINE provides the messaging infrastructure and API capabilities that CDG's platform integrates with for customer segmentation, messaging campaigns, and fan conversion services.
• アライドアーキテクツ株式会社 (Allied Architecture)minorOthers · 14 September 2018CDG co-hosted a seminar on 'Female-Oriented Marketing Strategy' with Allied Architecture, combining CDG's promotional expertise with Allied Architecture's SNS analytics and social marketing capabilities.
• 株式会社大富 (Daifu / CCTV Daifu Channel)minorChannel Partner/ Reseller/ Distributor · 1 September 2017CDG entered a sales agent agreement with Daifu for advertising slots on the China TV CCTV Daifu Channel (中国テレビ★CCTV大富チャンネル), which broadcasts in Japan to Chinese tourists and residents, supporting CDG's inbound marketing services targeting Chinese visitors to Japan.
• アライドアーキテクツ株式会社 (GIFTRACK)minorStrategic or Co-development Partner · 27 March 2017CDG co-developed GIFTRACK, a visit-promotion campaign tool with outcome-based pricing, in partnership with Allied Architecture (SNS marketing) and Giftee (e-gift service).
• LINE株式会社 (SPコネクト)coreTechnology or Integration · 27 January 2017CDG developed SP Connect platform using LINE Business Connect API. LINE provides the API infrastructure that enables CDG's platform to offer QR code-based campaign participation, receipt photo applications, and LINE messaging integration for sales promotion campaigns.
• 株式会社グラウンドワークス (Ground Works)coreTechnology or IntegrationCDG holds IP licensing arrangements with Ground Works for Evangelion promotional campaigns. Ground Works holds the copyright management rights for Evangelion series, and CDG has developed numerous promotional campaigns and merchandise projects using Evangelion IP since around 2009.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Tokyu Agency Inc. Tokyo-based advertising agency group with strengths in transit/OOH, regional revitalization, and integrated campaigns. Comparable to CDG in its focus on domestic Japanese promotional campaigns and ability to serve enterprise and government clients regionally.

Direct peers

• Digital Holdings Inc. Japanese digital marketing agency group providing digital advertising, content marketing, and data-driven promotional services to enterprise clients. Comparable to CDG in its blend of digital campaign execution and platform/data services for B2B brands.
• TYO Inc. Japanese creative advertising and content production group offering video production, branded content, and promotional campaign services. Comparable to CDG in its creative campaign execution and content/IP-driven marketing work for Japanese enterprise clients.
• Septeni Holdings Co., Ltd. Japanese digital marketing services group focused on online advertising, performance marketing, and digital content for consumer brands. Directly comparable to CDG's digital promotional business and CRM/SP platform offerings, though more weighted toward performance media buying.
• Irep Inc. Japanese digital marketing agency specializing in SEO, performance advertising, and integrated digital marketing services for enterprise brands. Directly comparable to CDG's digital promotional and CRM services, particularly for mid-to-large enterprise clients.

Broad incumbents

• ADK Holdings Inc. Third major Japanese advertising agency holding company with full-service creative, digital, and promotional marketing offerings, including content/IP activations and CRM solutions for enterprise clients across consumer verticals comparable to CDG's core client base.
• Hakuhodo DY Holdings: Second-largest Japanese advertising agency group, offering integrated marketing, sales promotion, content/IP collaboration, and digital CRM services. Comparable to CDG across most service lines, particularly in promotional planning and IP-driven campaigns for consumer brands.
• Dentsu Group Inc. Largest Japanese advertising and marketing services group with global operations. Provides full-service promotional marketing, content/IP activation, and digital platform services to enterprise clients, overlapping directly with CDG's promotional and IP campaign work but at vastly greater scale and breadth.
• Recruit Holdings Co., Ltd. Diversified Japanese information services and marketing platform giant operating promotional, marketing, and SaaS businesses (including HR marketing and lifestyle platforms). Tangentially comparable as a much larger incumbent with overlapping client base in Japanese consumer marketing.

Emerging players

• Macromill, Inc. Japanese digital marketing research and consumer insights company providing data analytics and marketing research to consumer brands. Adjacent peer to CDG given overlapping enterprise client base and CDG's own 'Oshi Ken Soken' consumer research initiatives.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 CDG