New Standard.Co
4 known investors
NEW STANDARD is a "meaning design" company that focuses on creating new meanings and broadening perspectives, publishing knowledge on meaning-centered design and the evolving values of Millennial, Gen Z, and Gen Alpha audiences.
Also known as NEW STANDARD · NEW STANDARD株式会社
Investors · 4
Company profile
researched Aug 2026NEW STANDARD株式会社 (NEW STANDARD) is a Japan-based company that describes itself as a "meaning design" company, positioning its work around creating new meanings and broadening how the world is perceived. Its client-facing output consists of brand communication projects for large Japanese and Japan-based corporate clients, spanning campaign concepting, out-of-home advertising, influencer programs, media tie-ups and internal/external stakeholder communication.
Alongside project work, the company operates an editorial magazine that publishes articles grouped into categories such as trends and science. Recent pieces cover consumer and cultural themes including shifts in the meaning of alcohol among Gen Z, fragrance trends among younger consumers, advertising creative reviews, keyword-based trend outlooks for 2026, and an interview on meaning-centered design with a University of Tokyo Graduate School of Engineering professor who leads an SVDE course.
Business model
The company works on commissioned brand communication projects for corporate clients, including campaign development, OOH advertising, influencer activations and paid media tie-ups placed within its own media properties, and it also publishes an editorial magazine.
Traction
Published client projects include Kewpie's mayonnaise 100th anniversary project, Microsoft Japan's Surface awareness campaign with large-format OOH in major cities across Japan, Seiko Epson stakeholder communication on disability inclusion, Mandom's Levätä media tie-up and spa facility promotion, Kokuyo's Campus rebranding communication and influencer program, and a Sparx Group media tie-up feature on TABI LABO aimed at Gen Z.
▸Full profile — market position, go-to-market
Market position
Positions itself as a "meaning design" company rather than a conventional advertising or media firm, emphasising the creation of new meaning and expanded perspectives.
Go-to-market
Client work is showcased publicly as named case studies on the company site, and the company runs its own media, including the TABI LABO property used for sponsored feature tie-ups, which serves as a channel for reaching younger audiences on behalf of clients.
Large corporate brands marketing to consumer audiences in Japan, including food, consumer electronics, personal care, stationery and financial services companies; campaign briefs frequently target younger demographics such as Gen Z, university students and men in their 20s-30s.
Compiled by commissioned research from 4 cited public sources — announcements, filings, and press listed under research sources below.
▸Research sources · 4
primary sources listed
- New Standard.Conew-standard.co.jp · web
4 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does New Standard.Co do?
- Japanese "meaning design" company producing brand communication work and editorial content on shifting youth values.
- Who are New Standard.Co's investors?
- New Standard.Co's investors include TOPPAN Holdings, Dentsu Ventures, Globis Capital Partners, Sony Ventures Corporation.