Today, we bring you a conversation with two of our group’s staffs in MD (Merchandising) and Production Management!
MateReal Inc.
Akari Omura
2nd Year at the Company After graduating from university, Akari gained experience in the general affairs department of a cram school. She later joined a merchandise manufacturing company, where she was involved in product production while also handling design and product management tasks. After a career change to a sales position, she gained experience in the entire workflow from planning and sales to product management before joining our company. She is currently in charge of all merchandise production and planning for Palette Project at MateReal Inc.
Brave group Inc.
Xiaoyu Wei
Brave group Inc. 1st Year at the Company After graduating from university, Xiaoyu joined the construction department of a general retail company, where he primarily handled the purchasing of fixtures and equipment and budget setting. He later gained experience in marketing analysis for new and existing overseas stores at a marketing research firm. He joined our company after gaining experience in new projects, overseas store management, product registration, and customs clearance at his previous e-commerce position. He is currently in charge of e-commerce store operations and logistics for our domestic and international expansions at Brave group Inc.
About Merchandise Creation at Our Group Companies
First, let’s introduce the MD and Production Management roles within our group. As of December 2024, Brave group comprises 15 group companies and operates over 30 services and projects. Our group has dedicated MDs*, who are responsible for merchandise planning and commercialization, and Production Management staff, who manage the manufacturing process, including production volume, materials, pricing, and delivery schedules. Together, they oversee everything from planning and conception to manufacturing management for the various merchandise of the VTubers and VSingers belonging to each IP Production.
Today, we spoke with two individuals at the heart of this process: Akari Omura, who is involved in merchandise production and planning for the IP Production Palette Project, operated by our group company MateReal Inc., and Xiaoyu Wei, who handles merchandise production and manufacturing management for each IP at Brave group Inc.
*MD: It is short for Merchandising, which refers to product commercialization planning and creation.
An Interest in the VTuber Industry Was the Catalyst
── To start, could you please introduce yourselves and tell us how you first learned about our group?
Omura：
After starting my career in general affairs at a cram school, I was looking for a job where I could use my design skills, which led me to my previous position at a merchandise manufacturing company. Having attended a design-focused university and being a character merchandise collector myself, I was naturally interested in the MD role, where I could be involved in the creation and design of these goods. At my previous company, I started with no industry experience, so I learned the fundamentals of merchandise creation on the job. The MD work, which I had been interested in from the start, was more challenging than I imagined, but also incredibly rewarding. However, that company’s main business was contracting the manufacturing process for clients who owned character licenses. Over time, I developed a strong desire to be involved in “zero-to-one” planning myself—designing concepts for merchandise that I could bring into the world with my own hands—which prompted my decision to change jobs.
── Even within the merchandise MD field, there are many industries and companies. Why did you choose the VTuber industry specifically?
Omura：
I chose the VTuber industry for two reasons. First, I believed that if I was going to do zero-to-one merchandise planning, it would be best to be in a new industry that owned its own content. As I researched various fields, I realized that a growing industry with its own content would allow me to engage in merchandise planning without being constrained by preconceived notions of “what character goods should be.”
Second, I was fascinated by the incredible growth rate of the VTuber industry at the time and the close psychological connection between VTubers and their fans. I find it captivating that VTubers can communicate with their fans in real-time, forming unique communities with their own distinct worlds through their reactions to comments and interactive, viewer-participation projects.
After becoming interested, I dove deeper into researching the industry and watching the talents’ streams. It wasn’t just the merchandise strategies, but the fact that the fan demographics and tastes differed for each talent and group, that convinced me this was a content form forging new possibilities in entertainment. It was during this research that I discovered our company’s IPs.
── So you found us while researching the VTuber industry! How about you, Ms.Wei?
Wei：
After graduating from university, I joined the construction department of a general retail company, where I was in charge of purchasing fixtures/equipment and setting budgets. Later, an acquaintance invited me to come to Japan. Actually, after graduation, I had the choice of starting my career in either China or Japan. I ended up staying in China because I secured a job there relatively quickly. However, I couldn’t let go of my feelings for Japan and kept telling people around me that I wanted to go there someday. Then, by chance, an acquaintance was coming to Japan for work and invited me along.
After coming to Japan, I joined a company that runs a marketing research business, where I handled marketing analysis and report creation for new and existing overseas stores. After that, I moved to a company in the e-commerce business. There, I acted as a bridge between domestic and overseas operational hubs for their e-commerce site, handling sales and inventory data analysis, translation for meetings, managing figures for ads and projects, and conducting internal training on systems. Through my work, I was often involved in new business ventures, like finding e-commerce platforms for overseas expansion or opening new international stores. For my next job, I was looking for a company where I could be involved in new overseas projects and business improvement. It was during this search, while researching the VTuber industry—which was said to have the most momentum at the time—that I came across Brave group. Then, just a week later, I was coincidentally introduced to a job opening at Brave group. It felt like fate, and I thought, “I have to apply for this” (laughs).
── You’ve had careers in completely different industries. Could you also tell us why you became interested in Japan in the first place?
Wei：
My father was learning Japanese for his work, and that’s what initially sparked my interest in Japan. From a young age, I had Japanese textbooks at home and watched Japanese anime on TV, so I naturally grew interested in the country. Many of my friends were also interested in Japanese anime, manga, and culture, and as we bonded over these common topics, I started to vaguely think that I’d like to go to Japan someday. I was also already a fan of VTubers and watched their streams often. I came across them as a related form of content while watching Japanese anime, and from there, my interest in them naturally deepened.
── So Japanese culture and content were a familiar part of your life from a young age. Could you both tell us what the deciding factor was for joining the company?
Omura：
I felt that at MateReal, I could leverage my three years of experience in merchandise production management while also taking on new challenges in merchandise planning and marketing. I spoke with various companies during my job search, but through the selection process, I felt that MateReal had an environment where I could take on planning work from scratch, as long as I had passion and love for the merchandise. I decided to join because I believed it was an environment where I could build upon my existing experience and skills to further enhance them.
── We’re so happy you were drawn to the environment here! As an MD at MateReal, what are the biggest differences from your previous job?
Omura：
At my previous job, my main role was manufacturing management, but now I’m involved in the entire process, from planning to delivery. As I mentioned earlier, my work used to mainly involve taking on the manufacturing of goods with pre-determined designs from clients who owned the character licenses. Now, I conduct market research and analysis, plan and design merchandise that will delight the fans while aligning with the talents’ requests, and sometimes have numerous meetings with manufacturing factories to create a single product.
── So you’re now able to do the “zero-to-one” merchandise creation that was a key reason for your career change! Ms.Wei, could you also share your deciding factor for joining?
魏：
I decided to join because the selection process showed me that I could be involved in overseas-related business and the associated improvement initiatives, and that I could leverage my experience from my e-commerce and marketing roles. I remember being very excited during the offer meeting when they told me about their active plans for future new projects! On the other hand, since this was my first time in the VTuber industry, I was very anxious before the interviews about whether someone from a completely different field like me could contribute to the business and organization. However, through the process, I learned that the company is full of members with a passionate desire to deliver the charm of its IPs to the world. I felt it would be wonderful to work with the same level of passion among such enthusiastic team members. As an aside, at my previous job, there was no one with similar hobbies. The fact that there are now many colleagues I can connect with over some hobby might have also been a deciding factor (laughs).
── It sounds like your ambitions and our group’s focus on overseas expansion were a perfect match! I’d also like to ask about the selection process after you applied and what left an impression on you.
Omura：
My casual interview was with Mr. Yamamoto, a director at Virtual Entertainment, the first-round interview was with Mr. Tanaka, a director at MateReal, and the final interview was with Mr. Hoshi, the CEO of MateReal. Everyone I spoke with explained the operational direction of MateReal and Palette Project, what kind of merchandise they want to create in the future, and what skills and mindset are necessary for that. It was a time where I could convey my experience, skills, and my passion for merchandise, while also recognizing the skills and challenges necessary for the role. By the end of the interviews, what struck me was that not only did I have a clearer picture of the business and the work, but I could also envision myself growing and upskilling through the challenges at our group. Also, as others have said, I was surprised by how frankly and openly they listened to me!
Wei：
My first interview was with Mr. Takeda, Executive Officer overseeing the IP Platform and IP Solution divisions at Brave group, and Mr. Takemoto, Manager of the Production Department in the Corporate Growth Division. The second interview was with Ms. Kim, Executive Officer overseeing IP Production at Brave group. My final interview was with Mr. Funabashi, COO, Director, and Executive Officer at Brave group. As others have mentioned in their interviews, the process felt less like a typical interview where you just give a self-introduction and reasons for applying, and more like a mutual alignment session to see how my past experience could be applied to the business and whether my future goals matched the business’s direction. The interview with Ms. Kim was particularly memorable. He asked many questions about how I would make judgments and solve various problems that arise in the course of work. I thought he might react negatively to some of my answers, but he agreed with all of my thought processes and actions, which made me very happy. It was a different kind of interview from other companies—one that boosted my self-esteem!
Encouragement from Fans is the Greatest Motivation
── It’s true that we get overwhelmingly positive feedback from candidates about our interview process! Of course, we strive to create a comfortable atmosphere, but many people note that what stands out is how the company embraces their opinions, ideas, and passion. Now, you are both working as an MD and in Production Management. Could you tell us about your specific duties?
Omura：
I’m involved in all aspects of merchandise production for the virtual idol project, Palette Project. I work with other staff to plan and manage the manufacturing of permanent merchandise, birthday commemorative goods, and items sold at events.
── So you’re involved from planning to production for all kinds of merchandise! How long does that process typically take?
Omura：
We work on a long-term schedule, from project launch to production and delivery. For example, for each talent’s birthday merchandise or the goods for this summer’s “Palette Project Thanks Festival 2024,” we plan carefully and start preparations early to ensure we can deliver them to the fans.
── So multiple merchandise plans are progressing simultaneously! What do you find challenging about the merchandise planning work, which is a new experience for you here?
Omura：
I think the most challenging part is delving deep into the question, “What is a virtual idol?” It requires solid market research, study, and analysis to decide whether we should create merchandise that fully commits to the “virtual idol” concept, or if we should create goods that maintain the “virtual idol” identity while being practical for fans’ daily use. We move forward with planning by listening to the voices of both the talent and the fans to create merchandise that is truly characteristic of Palette Project.
── So you’re constantly thinking about merchandise that pursues the IP’s concept and charm, as well as the voices of the fans and talent! What do you find rewarding about this work?
Omura：
While my previous job involved only a part of the merchandise creation process, I now find it rewarding to be involved in the entire journey of bringing merchandise to the fans—from planning to manufacturing, production management, e-commerce site management, and customer support. It also makes me incredibly happy to see fans wearing Palette Project merchandise at offline events, or to see their comments about the goods on social media and photos of them decorating their rooms.
── So the feedback from fans is what drives your motivation! Ms.Wei, could you tell us about your role as well?
Wei：
I’m involved in the e-commerce site operations and logistics for each company that manages an IP, as well as production management for merchandise and our device business. Specifically, I receive merchandise production requests from various group companies and consult with the IP Production managers and MDs about their sales plans. Based on that, I create a production plan, which involves selecting suppliers, negotiating prices, managing delivery and inventory, overseeing the manufacturing process, and performing quality control before delivery. More recently, I was involved in managing the operations of the e-commerce site for the VTuber project “idol,” run by Brave group US Inc., and I also handled production management and negotiations with business partners for the VSPO! GEAR “Gaming Keyboard” as part of our device business.
── So you’re involved in the manufacturing of a wide variety of merchandise for group companies both domestically and internationally! What do you find rewarding in this role?
Wei：
Like Ms.Omura, I find it rewarding when the merchandise I helped produce is sold on the e-commerce site, reaches the fans, and makes them happy. When I see posts on social media like “My merch arrived!” or “I’m using the keyboard!”, it makes me want to work even harder to deliver merchandise that will continue to satisfy the fans.
── So you are both supported by the feedback and encouragement from the fans! Speaking of e-commerce sites, Palette Project recently opened one as well.
Omura：
That’s right! We opened it on October 16, 2024. Initially, I was consulting with Ms.Wei about a different matter, but the topic coincidentally shifted to e-commerce site operations. From there, he shared his expertise on opening a site, which led to our launch. Opening the Palette Project e-commerce site was an opportunity to step further into merchandise production and has expanded the scope of challenges I can take on. I’m very grateful that my conversation with Ms.Wei was the catalyst that made it happen. Actually, opening an e-commerce site for Palette Project had been a dream of mine since I joined the company, so I was thrilled to make it a reality. Thank you so much for your help back then!
Wei：
I’m very happy that you’re pleased!
── The ability to support each other across organizational boundaries to create better services is one of the great strengths of being a group of companies! Now, you both have experience in merchandise planning and e-commerce from other industries, but I imagine there were many new challenges in this industry. Were there any gaps between your expectations and reality, or things you had to be prepared for?
Omura：
There wasn’t a huge gap! However, during my final interview with CEO Mr.Hoshi, he frankly told me, “The workload is heavy, so it’s going to be tough!” I was prepared for it before joining, but I was still overwhelmed by the sheer volume of work (laughs). After joining, I was able to overcome numerous challenges that felt difficult to solve alone, thanks to the cooperation of my team. I want to continue working with them to create merchandise that will bring genuine joy to as many people as possible!
Wei：
Unlike Ms.Omura, I experienced two gaps.
The first is managing production while consolidating the passion and specific demands for each group company’s IP. To create merchandise that will please the fans, we first explore the best production methods in consultation with the heads of each group company and the MDs, based on what they want to achieve. However, depending on the balance between manufacturing costs and production volume, we are sometimes forced to make careful and tough decisions. Although I’m gradually getting used to it, there are still moments when making these judgments is difficult, so I will continue to work closely with my team to achieve optimal production management!
The second is advancing work in parallel while involving various stakeholders. At my previous job, I often worked on projects one by one with an assigned team, where roles were clearly defined. Here, however, because we have many group companies, numerous projects running simultaneously, and new project requests coming in from across the group, I very often have to work in parallel. As I receive these various project requests, I have to constantly reorganize my daily tasks and adjust for workload and personnel. This has cultivated my ability to think more deeply and multitask more effectively than I did before joining. There is more communication with group companies than I expected, so I want to continue doing my best to incorporate various opinions and requests while remaining flexible.
An Environment Where You Can Challenge Goals Beyond Your Limits
── So the merchandise that reaches our hands is the fruit of the labor of our MD and Production Management teams, including both of you! What do you two want to challenge next at Brave group?
Omura：
I want to deliver the charm of the Palette Project content and the project itself to the world through our merchandise. I also want to challenge myself to improve quality by collaborating with everyone in the Brave group Production Department to deliver even better products. And, as a team, I want to create merchandise that becomes a part of the fans’ daily lives and brings a natural smile to their faces when they hold it.
Wei：
I want to take on the challenge of launching new businesses and improving existing ones. With each new project, I feel there are many points for improvement in the process from merchandise manufacturing to delivery. As Ms.Omuramentioned, to deliver better quality products, I want to consolidate our knowledge so that we can accumulate and apply learnings while running each project more efficiently.
── I’m personally looking forward to seeing more appealing, high-quality merchandise reach the hands of fans! Finally, do you have a message for those who are interested in MD or Production Management roles at our group?
Omura：
I decided to join this company because I strongly wanted to be involved in the entire process of bringing merchandise into the world with my own hands—from concept design to planning, design, and manufacturing. Now, I’m blessed with many opportunities to achieve that goal, and I’m also able to experience the growth of the project firsthand, not just my own. For those who want to challenge themselves with new tasks that go beyond their assigned duties, and for those who find joy in seeing a project grow alongside their own personal growth, I believe our group is the perfect environment!
Wei：
Our group is still in a growth phase, and we are currently looking for more team members. Because we are growing, each person is entrusted with a great deal of responsibility and autonomy. It’s an environment where if you raise your hand, you can challenge yourself with higher-level tasks and projects. In fact, I’ve been able to get involved in projects not just domestically but also internationally, and I feel my growth every day through my work. If you join our company, I hope you will not only tackle your daily tasks but also take on various challenges that transcend boundaries and move closer to the dreams and goals you’ve set for yourself. As others have said, if you have a clear goal, like what you want to challenge at our company or what career you want to build, I strongly encourage you to express that passion during the selection process!
