AnyMind Group [TSE:5027], a BPaaS company for marketing, e-commerce and digital transformation, has today announced that it has signed an agreement with Unicharm Corporation (Unicharm) to provide end-to-end BPaaS support for Unicharm’s TikTok Shop operations in Japan, with full-scale operations starting from September 2025.
Since 2024, AnyMind Group and Unicharm have collaborated in various Southeast Asian markets, leveraging TikTok Shop to drive its marketing and e-commerce efforts. Utilizing AnyMind Group’s proprietary technologies, such as AnyLive, AnyMind Group’s generative AI-powered live commerce platform, the partnership has delivered strong results through localized video content, live-streaming, and real-time audience engagement.
The Japan expansion will apply learnings from these Southeast Asia initiatives to build a robust TikTok Shop strategy tailored to Japanese consumers and market dynamics.
Under the agreement, AnyMind Group will provide the following technology and operations for Unicharm’s TikTok Shop operations in Japan. This includes:
- Store launch and strategy development
End-to-end support from account creation and product listings to initial store setup
Development of holistic strategies across marketing and social commerce
- E-commerce
Centralized data management across inventory, orders and sales through AnyMind Group’s e-commerce management platform, AnyX
Enhanced customer support through AnyChat, AnyMind Group’s conversational commerce platform that enables real-time interactions and automation
- Live commerce
Use of AnyLive to analyze viewer retention, conversion rates, and engagement trends, with data-driven optimization for future broadcasts
Content planning, scriptwriting, casting, and creative direction
Video production and live streaming with studio access
- Influencer marketing
Influencer discovery, campaign execution and reporting through AnyTag, AnyMind Group’s influencer marketing platform
Kosuke Sogo, CEO and co-founder of AnyMind Group, said: “We’re excited to deepen our collaboration with Unicharm and bring our TikTok Shop capabilities to the Japanese market. TikTok Shop represents a new era of experiential commerce driven by content and community. By combining our AI-driven technology, data infrastructure, and experienced teams, we look forward to helping Unicharm deliver new shopping experiences to consumers in Japan and achieve even greater growth.”
