NICHIYU

What NICHIYU does

NICHIYU Co., Ltd. (ニチユー株式会社) is a privately held Japanese specialty company founded in 1946 as Nippon Yu-gi Gangu Co., Ltd., which merged with its sales subsidiary Nichiyu Co., Ltd. in 2010 to form the current single entity. The company imports, curates, and distributes playing cards (approximately 700 varieties), tarot cards (approximately 400 varieties), chess sets, backgammon boards, casino goods, and luxury British fountain pens (Conway Stewart). It claims to hold the world's largest collection of playing cards and tarot cards, built over 80 years of operations.

NICHIYU operates a multi-channel business spanning direct-to-consumer e-commerce via its PENTACLE online shop (pentacle.jp), wholesale distribution to major Japanese retailers including Tokyu Hands, Kinokuniya, Maruzen/Junkudo, and department stores across all regions of Japan, and traveling exhibitions ('Tarot and Oracle World Exhibition' and 'Playing Cards of the World Exhibition') at bookstores and department stores nationwide. Since 2021 the company has expanded into cultural tourism and F&B with the opening of Tokyo Tarot Museum in November 2021 in Asakusabashi — Japan's first museum dedicated to tarot — and Café Tarot, a museum café offering vegan course cuisine, in October 2022. Revenue derives primarily from one-time sales of cards and goods, supplemented by museum admissions, café receipts, event ticket and merchandise sales, and publishing royalties. The company also generates marketing consulting and image licensing revenue.

The firm is founder/family-controlled under Representative Director Motoyasu Sato, has no external investors or disclosed funding rounds, operates with a stated capital of JPY 10,000,000 and approximately 31 employees, and is headquartered in Taito-ku, Tokyo. Distribution is concentrated in Japan, with a single global e-commerce channel (PENTACLE). Recent strategic emphasis has been on building an experiential ecosystem (museum + café + exhibitions) and, as of May 2025, an international partnership with Italian tarot publisher Lo Scarabeo to develop Japanese tarot artists for global publishing.

Name

NICHIYU

Legal name

ニチユー株式会社

Website

https://nichiyu.net

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

11–50 employees

Short description

NICHIYU is a privately held, 80-year-old Japanese specialty company that imports, curates, and sells the world's largest claimed collection of playing cards and tarot cards through its PENTACLE online shop, wholesale to major retailers, the Tokyo Tarot Museum, Café Tarot, and nationwide touring exhibitions.

Ownership category

akta.pro rank

Product category

Collectible Cards and Games

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Non-Sports Trading Cards Retail (TCG/Entertainment) (CRALAGAB)

akta.pro secondary industry

Collectible Card Games (CCG/TCG) Retail (CRALAGAC)

Keywords

• Specialty playing cards
• Tarot cards retail
• Collectible card shop
• Museum exhibitions
• Luxury fountain pens

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Others

Revenue model

1. Card and Goods Sales: Planning, manufacturing, and sales of playing cards (700+ varieties), tarot cards (400+ varieties), chess sets, backgammon boards, casino goods, and fountain pens including Conway Stewart brand. Products are sold through retail stores, their online shop (PENTACLE), and wholesale distribution to retailers nationwide.
2. Museum Operations: Tokyo Tarot Museum opened November 2021, featuring exhibitions and display of the company's extensive tarot and playing card collections. Revenue from admissions and related museum activities.
3. Café Operations: Café Tarot museum café opened October 2022, offering vegan course meals, beverages, and themed dining experiences. Operates on theme of 'dialogue with others' complementing the museum's 'dialogue with self' concept.
4. Event Operations: Nationwide traveling exhibitions 'タロット・オラクルの世界展' (Tarot and Oracle World Exhibition) and 'トランプの世界展' (Playing Cards of the World Exhibition) showcasing hundreds of items for display and sales at bookstores and department stores across Japan.
5. Publishing and Consulting: Publishing activities including books co-authored with company representative Sato, magazine serialization contributions, and marketing consulting services. Also includes image licensing for tarot cards.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

NICHIYU imports, curates, and retails specialty playing cards (700+ varieties), tarot and oracle cards (400+ varieties), chess sets, backgammon, casino goods, and Conway Stewart fountain pens. The company operates the Tokyo Tarot Museum and the adjacent Café Tarot, plus the PENTACLE online shop and a nationwide wholesale and traveling exhibition network spanning bookstores and department stores across Japan.

Product overview

NICHIYU operates a diverse portfolio centered on playing cards, tarot cards, and related collectible items. The company runs two main facilities: Tokyo Tarot Museum (Japan's first tarot museum) and Café Tarot (its museum café). Through PENTACLE online shop, NICHIYU sells approximately 700 playing card varieties and 400 tarot card varieties, along with chess sets, backgammon, and casino goods. The company also offers Conway Stewart luxury fountain pens and publishes tarot-related books. Business areas include card manufacturing/sales, import/export, museum operations, restaurant operations, event management, publishing, and marketing consulting.

Differentiator

Problem solved

Functional benefit

Brands

• PENTACLE (ペンタクル): Online shop offering adult luxury items including playing cards, tarot cards, chess sets, backgammon, casino goods, and fountain pens - described as having Japan's largest selection with 700 types of playing cards and 400 types of tarot cards
• 東京タロット美術館 (Tokyo Tarot Museum)
• CAFÉ Tarot (カフェタロー)

Products and services

• Tokyo Tarot Museum (東京タロット美術館) Japan's first museum dedicated to tarot cards, featuring a collection of hundreds of tarot and oracle cards from around the world, themed around self-dialogue and introspection. Open to individual visitors and cultural tourists in Asakusabashi, Tokyo.
• Café Tarot (カフェタロー) Museum café of Tokyo Tarot Museum offering vegan course cuisine themed around tarot symbolism, with a concept focused on dialogue with others. Located near the museum in Asakusabashi, Tokyo.
• PENTACLE Online Shop (ペンタクル) Direct-to-consumer online retail shop offering adult-themed quality items including playing cards, tarot cards, chess sets, backgammon, casino goods, and fountain pens. Described as having Japan's largest selection with 700 types of playing cards and 400 types of tarot cards.
• Playing Cards (トランプ) Collection of approximately 700 varieties of playing cards from around the world, including specialty brands such as the Heritage Playing Card Company, distributed through PENTACLE online shop and retail partners.
• Tarot Cards (タロット) Collection of approximately 400 varieties of tarot cards, including the Rider-Waite tarot and various oracle cards, sold through PENTACLE online shop and at museum exhibitions.
• Chess Sets (チェス) Various chess sets and boards including luxury and collectible pieces, sold through PENTACLE online shop and retail distribution partners.
• Backgammon Sets (バックギャモン) Backgammon game sets available in various materials and designs, sold through PENTACLE online shop and retail distribution partners.
• Casino Goods (カジノ関連商品) Casino-related gaming products and accessories distributed through PENTACLE online shop and retail partners across Japan.
• Conway Stewart Fountain Pens Traditional British luxury fountain pens distributed by NICHIYU, including limited edition series and special editions, sold through PENTACLE and select retail partners.

Named customers5 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

Partnerships

One partnership is on record.

• Lo ScarabeocoreStrategic or Co-development Partner · 16 May 2025Lo Scarabeo is an international tarot card publisher. Tokyo Tarot Museum × Lo Scarabeo collaboration launched a recruitment program for tarot artists to expand globally, leveraging Lo Scarabeo's international publishing network and Tokyo Tarot Museum's curation expertise.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Others

• Tokyu Hands (now Hands): Major Japanese specialty retailer stocking hobby, stationery, and lifestyle goods. Comparable as a key retail distribution partner for NICHIYU products and a category-anchor for specialty hobby retail in Japan.

Direct peers

• U.S. Games Systems: U.S.-based publisher of tarot and oracle card decks, including the Rider-Waite-Smith tarot. Directly comparable to NICHIYU's tarot distribution business, serving the same global collector and enthusiast segments.
• Llewellyn Worldwide: U.S. publisher specializing in tarot, oracle, and metaphysical books and decks. Directly comparable to NICHIYU's tarot publishing and card distribution operations, serving the same collector/spiritual customer base.
• Modiano Playing Cards: Italian manufacturer and supplier of playing cards, including specialty and casino-grade decks. Comparable to NICHIYU's playing card distribution business with similar import/wholesale model in adjacent geographic market.
• Lo Scarabeo: Italian tarot card publisher and one of the largest independent tarot producers globally. Direct comparable to NICHIYU's tarot import/wholesale business and an existing strategic partner, competing in the same tarot deck product category globally.
• Fournier (Cartamundi-owned): Historic Spanish playing card manufacturer now part of Cartamundi, producing both casino-grade and specialty/collector decks. Comparable to NICHIYU's specialty and casino playing card offerings.

Broad incumbents

• Konami Gaming: Major casino gaming and playing card supplier globally, including specialty casino-grade playing cards. Adjacent comparable for NICHIYU's casino goods line, though operating at significantly broader scale across gaming equipment.
• Cartamundi: Belgium-headquartered global playing card and games manufacturer. Comparable as a major playing-card producer/distributor across mass and specialty channels, though operating at much broader scale and including mass-market card lines.

Emerging players

• Hay House: U.S.-based publisher and media company focused on self-help, wellness, and spiritual content, including tarot and oracle card decks. Comparable to NICHIYU's publishing and tarot content business, particularly around the self-dialogue/wellness positioning.
• Legends Playing Card Company: Specialty playing card publisher focused on limited-edition, designer, and collector-oriented decks. Comparable to NICHIYU's specialty playing card distribution line, though operating primarily in English-language global markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Penta_News
• LinkedInlinkedin.com/company/nichiyu

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 NICHIYU