Asahipen

What Asahipen does

Asahipen Corporation (アサヒペン株式会社) is a privately held Japanese paint and coatings manufacturer founded in 1957, headquartered in Osaka with a manufacturing facility in Shizuoka. The company produces paints and coatings (water-based and oil-based), painting supplies and tools, repair materials, interior products (wallpaper, plastic shoji paper, floor tiles), home care items, and gardening products, organized into six product categories. Its underlying technology includes advanced water-based paint systems developed in partnership with BASF using Tinuvin HALS stabilization, rust-on coatings that can be applied directly over existing rust without primer, UV-cut plastic shoji paper with approximately 90% UV blocking, and ultra-strong urethane waterproofing materials (Leaknain). Wallpaper products meet the F★★★★ lowest-formaldehyde emission standard under Japanese building regulations.

The company operates a hybrid B2B2C and DTC go-to-market, distributing through home center and hardware retail chains across Japan for mass consumer reach, alongside its own e-commerce storefronts (official Asahipen e-shop, ASAHIPEN DIY & GARDEN), and third-party marketplaces (Rakuten, Yahoo Shopping, au PAY Market). Customer segments span individual DIY consumers, rental property owners and managers (e.g., Apaman Shop channel), and professional painting contractors. Revenue is generated through one-time retail and online purchases with no disclosed subscription or licensing model; pricing is set by retailers and not publicly disclosed by the manufacturer.

Asahipen invests heavily in content marketing and community-building to support consumer acquisition, including the DIY Circle beginner program, an official YouTube channel with how-to tutorials, active LINE, Instagram, and TikTok accounts, the Onnela partnership targeting women DIY users, the KidZania Koshien 'Painting Wall' pavilion for children, and sponsorships of Osaka-Evessa (B.League basketball since July 2024) and the Hockey Japan League (since April 2023). Sub-brands include Nuri-Deco-Wall, SPC multi-purpose panels, JOINT-LOCK flooring tiles, MIGUSA Floor Tatami EX, and a limited Evangelion collaboration (Eva Mat Color).

Name

Asahipen

Legal name

Asahipen Corporation (アサヒペン株式会社)

Website

https://asahipen.jp

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

251–500 employees

Short description

Asahipen Corporation is a privately held Japanese paint and coatings manufacturer founded in 1957, producing water-based and specialty coatings, repair materials, interior products, and DIY supplies distributed through home center chains and e-commerce to DIY consumers, rental property owners, and professional contractors across Japan.

Ownership category

akta.pro rank

Product category

Architectural Paints and Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Architectural & Decorative Paints (IMAEAHAA)

akta.pro secondary industries

Wood Coatings & Finishes (IMAEAGAG), Wood Coatings & Finishes (IMADAKAD), Interior Painting (Walls, Ceilings, Trim) (HSAGADAA)

Keywords

• Architectural paints
• DIY coatings
• Repair materials
• Water-based paints
• Home improvement products

Headquarters

HQ city

Osaka-shi

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paints and coatings (涂料・ペンキ): One-time purchase of paints and coatings sold through home centers, hardware stores, and e-commerce. Products include water-based paints, oil-based paints, sprays, stains, and varnishes for consumer and professional use.
2. Painting supplies and tools: Sale of painting tools, brushes, rollers, masking tapes, and related accessories for DIY and professional painters.
3. Repair and maintenance products: Repair materials including joint repair compounds, crack fillers, cement products, and waterproofing solutions for residential and commercial use.
4. Interior and home care products: Interior products including wallpaper (カベ紙), shoji paper, fusuma paper, cleaning sprays, floor waxes, and home care items sold to consumers and rental property owners.
5. E-commerce direct sales: Direct-to-consumer sales through Asahipen e-shop, Rakuten store, Yahoo Shopping, and au Pay Market online storefronts.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels11 records

Core offering

Asahipen manufactures and sells paints (water-based and oil-based), coatings, painting supplies, repair materials, interior products (wallpaper, shoji paper, fusuma paper), home care items, and gardening products. The product portfolio spans six main categories: paints/coatings, painting supplies, repair materials, interior products, home care, and gardening products, distributed through home center retail chains, hardware stores, and direct e-commerce platforms across Japan.

Product overview

Asahipen is a Japanese paint and coating manufacturer offering a comprehensive portfolio of home improvement and DIY products. The core offering includes various types of paints (水性涂料, 油性涂料) and painting supplies (刷子, rollers, sprayers). The product lineup is organized into six main categories: paints/ coatings (涂料), painting supplies (塗装用品), repair materials (修补材), interior products (インテリア用品) including wallpapers and shoji paper, home care (ホームケア), and gardening products (ガーデニング用品). Key product lines include Nuri-Deco-Wall (hand-applicable wall coating), SPC multi-purpose panels, JOINT-LOCK flooring tiles, various waterproof materials, and specialized coatings for different surfaces (wood, metal, concrete). The company also produces collaborative products such as Eva Mat Color (Evangelion collaboration paint). The e-shop platform enables direct online sales alongside traditional retail distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Nuri-Deco-Wall (ヌリ・デコ・ウォール): Hand-applicabale wall coating material;着色も簡単 with easy coloring.
• Eva Mat Color (エヴァマットカラー)
• MIGUSA フロア畳 EX
• Leaknain (リークナイン)
• SPC 多用途パネル
• Water Based Series
• ペンキー＆ローラン (Penkies)

Products and services

• Nuri-Deco-Wall (ヌリ・デコ・ウォール) Hand-applicable decorative wall coating material that allows easy coloring and finishing without professional skills. Targeted at DIY consumers and homeowners seeking decorative wall finishes.
• SPC Multi-Purpose Panel (SPC多用途パネル) Lightweight multi-purpose panel for indoor floor and wall use, with scratch and UV resistance. Targeted at DIY consumers and rental property renovation applications.
• JOINT-LOCK / JOINT-LOCK+plus Floor Tile Placeable floor tiles for easy renovation without adhesive, with a silent-type (静音) plus option. Targeted at DIY consumers and rental property owners.
• Leaknain (リークナイン) Ultra-Strong Urethane Waterproofing Ultra-strong urethane waterproof material for concrete and wood surfaces, designed for waterproofing and leak prevention. Targeted at DIY consumers, professional contractors, and rental property maintenance.
• Water-Based Concrete Tone (水性コンクリートトーン) Water-based concrete tone coating for achieving concrete-like aesthetic finishes. Targeted at DIY consumers and interior designers seeking modern wall finishes.
• Ultra-Fast Drying Waterproof Spray (超速乾防水スプレー) Waterproof spray that dries in approximately 1 minute and repels rain and snow. Targeted at general consumers for quick repair and maintenance applications.
• Water-Based Multi-Purpose Color (水性多用途カラー) Water-based multi-purpose color paint for various surfaces. Targeted at DIY consumers for general painting applications.
• Rubber Scrub Mat (Rubber Scrub スクラブマット) Rubber scrub mat with different heights of protrusions for effective mud and dirt removal, capable of holding water or disinfectant. Targeted at general consumers for entryway and garden use.
• Rust-on Paint Series (サビうえ塗料) Paints that can be applied directly over existing rust without primer, resistant to acid rain, acidic snow, and salt damage. Targeted at DIY consumers and professional contractors for metal surface restoration.
• MIGUSA Floor Tatami EX (MIGUSA フロア畳 EX) High-function, safe, and hygienic floor tatami for lifestyle enjoyment. Targeted at Japanese consumers seeking modern, hygienic traditional-style flooring.
• REFACING Sheet Application System (REFACING リフェイシング) Refacing sheet application system for surface renovation without replacement. Targeted at DIY consumers and rental property owners for quick interior updates.
• Road Line Marking Spray (道路線引き用 spray) Spray paint for creating lines and markings on floors and roads. Targeted at professional contractors, facility managers, and DIY consumers for marking applications.
• Water-Based Matte Multi-Purpose Paint (水性ツヤ消し多用途ペイント マットカラー) Water-based matte (non-glossy) multi-purpose paint for various surfaces providing a calm matte finish. Targeted at DIY consumers seeking modern aesthetic finishes.
• Ultra-Strong Plastic Shoji Paper Series (超強プラスチック障子紙シリーズ) Durable plastic shoji paper with UV cut approximately 90%, providing energy-saving cooling and heating effects. Targeted at Japanese consumers for traditional sliding door renovation.
• Lava Stone Series (溶岩石シリーズ) Decorative paint series providing a lava stone aesthetic finish. Targeted at DIY consumers and interior designers.
• Backing-Free Paste-On Wallpaper (裏紙のないそのまま貼れるカベ紙) Wallpaper product that can be applied directly without backing paper. Targeted at DIY consumers for easy home wallpaper installation.
• One-Touch Joint Repair Material (ワンタッチ 目地補修材) One-touch joint repair material for walls in a hand-squeezable pouch format, for tile, block, and brick joint repair. Targeted at DIY consumers and rental property owners.
• Joint Resin Mortar (目地用樹脂モルタル) Joint resin mortar for wall surface brick and block joint repair in cartridge format for caulking gun application. Targeted at DIY consumers and professional contractors.
• Glass Scatter Prevention Disaster Tape (ガラス飛散抑制防災テープ) Glass scatter prevention disaster tape for temporary protection against typhoons and earthquakes. Targeted at general consumers and facility managers for emergency preparedness.
• Concrete Floor Cleaning Spray (コンクリート床面用洗浄 spray) Cleaning spray for asphalt, concrete, and tile floor cleaning around residences. Targeted at general consumers and rental property owners.
• Aluminum, Shutter, and Siding Cleaning Spray (アルミ・シャッター・サイディング洗浄 spray) Cleaning spray for removing exhaust gas and rain stains from aluminum, shutters, and siding. Targeted at general consumers for exterior home maintenance.
• Outdoor Wood and Garden Cleaning Spray (屋外木部・ガーデン用洗浄 spray) Cleaning spray for outdoor wood and garden surfaces that is gentle on wood finishes. Targeted at general consumers for outdoor wood maintenance.
• Base Paper for Fiber Wall and Sand Wall (せんい壁・砂壁下地おさえ紙) Base paper for fiber wall and sand wall surfaces to enable wallpaper application. Targeted at DIY consumers for interior wall preparation.
• Water Based Series (水性塗料シリーズ) Comprehensive water-based paint series focused on safety and environmental friendliness, using BASF Tinuvin® HALS technology. Targeted at DIY consumers and professional contractors seeking safer, eco-friendly paint options.
• Tebukkurin Hand Cleanser (テブックリン) Hand-applicable cleanser that removes paint and dirt from hands with water. Targeted at DIY consumers and professional painters.

Quantifiable outcome

• Products meet F☆☆☆☆ (F-four-star) formaldehyde emission standard — lowest level under Japanese building standards — for wallpaper products
• +2 more outcomes

Named customers4 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

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• BASFcoreTechnology or IntegrationAsahipen uses BASF's high-performance HALS (Hindered Amine Light Stabilizers) Tinuvin® in the development of its advanced water-based paint series. This partnership enables Asahipen to create high-performance water-based coatings with superior durability and weather resistance, supporting its environmental commitment to 'safe and eco-friendly' water-based paint development.
• Uniqlo (ユニクロ) at AEON Mall Tsurumi RyokuchiminorGTM or Marketing PartnerLimited-time collaboration with Uniqlo at AEON Mall Tsurumi Ryokuchi store, featuring exclusive co-branded T-shirts and tote bags. This partnership was part of a local community collaboration initiative marking the store's reopening.
• KidZania Koshien (キッザニア甲子園)minorGTM or Marketing PartnerAs official sponsor, Asahipen operates the 'Painting Wall' pavilion at KidZania Koshien where children can experience painting buildings. This sponsorship serves as an educational brand-building initiative targeting children and families.
• Osaka-Evessa (大阪エヴェッサ) - B.League BasketballminorGTM or Marketing PartnerSports sponsorship with Osaka-Evessa professional basketball team (B.League) starting July 2024, providing brand visibility through court-side advertising and team promotion.
• Hockey Japan League (ホッケー日本リーグ)minorGTM or Marketing PartnerSports sponsorship with the Japan Hockey League starting April 2023, expanding Asahipen's brand exposure in the sports community.
• Onnela (オンネラ)minorGTM or Marketing PartnerContent partnership with Onnela lifestyle platform targeting women to promote accessible home DIY. Onnela-style arrangements help women discover easy DIY projects and personalized living space designs using Asahipen products.
• FM802 Radio (FM802 アサヒペン Colorful Days)minorGTM or Marketing PartnerAnnual radio program sponsorship on FM802's 'FRIDAY Crusin' Map!!' called 'アサヒペン Colorful Days.' Program DJ Iimuro Daigo attempts DIY projects using Asahipen products across four weekly episodes.
• Itoi Yoshio (糸井嘉男)minorGTM or Marketing PartnerInterview feature with the '超人' (supernatural) athlete Itoi Yoshio to celebrate the launch of the Asahipen official TikTok account, creating celebrity-driven brand content.
• Professional Golfer Okamura Ryō (岡村了)minorGTM or Marketing PartnerSponsorship contract with professional golfer Okamura Ryō since March 2022, providing brand visibility in the golfing community.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Benjamin Moore: Benjamin Moore is a North American premium paint brand owned by Berkshire Hathaway. While not present in Japan, it represents a high-end consumer paint positioning benchmark relevant to Asahipen's quality-led and color-focused product strategy.
• AkzoNobel (Dulux): AkzoNobel, owner of Dulux, is a global paints and coatings leader with a presence in Japan. While it operates a much broader industrial and decorative portfolio, its consumer DIY brand directly competes with Asahipen in retail paint channels.
• Sherwin-Williams: Sherwin-Williams is the world's largest paint company with a global consumer and professional coatings portfolio. As a broad incumbent, it sets competitive benchmarks in DIY paint quality, branding, and retail execution that Asahipen must match.

Direct peers

• Chugoku Marine Paints: Chugoku Marine Paints is a Japanese paint manufacturer serving architectural, industrial, and marine coatings markets. It shares the Japanese paint manufacturing base and similar end-market exposure to Asahipen.
• Kansai Paint: Kansai Paint is a major Japanese paint manufacturer serving both consumer and industrial markets with a broad portfolio of architectural and decorative coatings. It competes directly with Asahipen in the Japanese DIY paint market.
• Nippon Paint Holdings: Nippon Paint Holdings is Asia's largest paint manufacturer with a strong consumer DIY and architectural coatings presence in Japan. It directly competes with Asahipen across water-based paints, coatings, and home center distribution.
• DAIKIN (Dai Nippon Toryo / Nippon Paint Holdings): Note: Asahipen's most direct Japanese competition is in the smaller-Nippon Paint subsidiary Dai Nippon Toryo. As another Japanese paint manufacturer, it offers comparable architectural, automotive, and industrial coatings competing for similar home center shelf space.

Regional players

• DuluxGroup (formerly part of Dulux, now owned by Nippon Paint): DuluxGroup is an Australian and New Zealand-focused paint and coatings company, now part of Nippon Paint Holdings. It serves as a regional comparison for Nippon Paint's consumer DIY strategy, indirectly relevant to Asahipen's market positioning.
• TOA Paint (Thailand): TOA Paint is a major Southeast Asian paint manufacturer headquartered in Thailand with regional presence. While not directly competing in Japan, it is a comparable Asian-focused paint peer with similar product breadth across consumer and industrial coatings.

Others

• Sundrops / Home Depot HDX (private label paint): Home center private-label paint programs (e.g., Home Depot's Behr and HDX lines) represent a distribution and pricing threat to branded manufacturers like Asahipen. While not a single peer company, the rise of private-label DIY paint is a competitive dynamic Asahipen must navigate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ASAHIPENch
• Instagraminstagram.com/asahipen.jp
• TikToktiktok.com/@asahipen.jp
• Facebookfacebook.com/Asahipenjp-2365371710370691
• LinkedInlinkedin.com/company/asahipen-corp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Asahipen