Jurassic World: The Exhibition22 cities / roughly 8 million tickets
Creating Experiences the World Has Never Seen.
まだ見たことのない体験を、つくる。
Strictly Confidential
Who We Are
Entertainment moves people.
It moves the world.
We are a studio of entertainment producers who design experiences in physical, real-world places and create moments people never forget. We turn overlooked places into destinations the world remembers. That is what NYX does.
Content × Distribution — Location-based Entertainment
A Location-based Entertainment Studio
A studio of entertainment producers that designs experiences for real-world places.
Selected Works
Universal Studios Japan
Halloween Horror Nights
Immersive Theatre Park
Immersive Fort Tokyo
Seibuen Amusement Park
Godzilla The Ride: Giant Monsters Ultimate Battle
Kyoto Time Travel Experience
Hyakki Yako: Night Parade of One Hundred Demons
Music × Immersive
Mrs. GREEN APPLE
Universal Studios Japan
Super Nintendo World
Plus many more across related venues
Our Track Record — Background
Our team brings more than 20 years in location-based entertainment and roughly five years consulting for visitor attractions.
Strategic Marketing
Universal Studios Japan
Led marketing and operations strategy. Owned attendance for Super Nintendo World and tied creative directly to the numbers.
Service Design
Oriental Land / Disney Hotels
Built service design and customer-satisfaction systems at the top tier of hospitality. This precision sets NYX's standard for quality.
Digital Innovation
CyberAgent
Shipped products across advertising, gaming, and media, combining data, creative, and technology in equal measure.
Global Developer
Mitsui & Co.
A global developer network and international operating experience spanning real estate, technology, and entertainment.
I — Business Domains
Where We Work
Four Domains of Real-World Entertainment
Our Business
01
Entertainment Production
We design and produce original entertainment that gives physical, real-world places a reason to draw a crowd. We work alongside the client end-to-end, through operations, to maximize attendance and revenue.
02
Taking Japanese Entertainment Global
We carry Japan's cultural experiences to the world. Our own networks across the entertainment industries in the United States, South Korea, and the United Kingdom open the doors for international expansion.
03
Bringing the World's Best Entertainment to Japan
We partner with world-class creators and adapt their work for Japan's distinct market, bringing the best of global entertainment home.
04
Business Due Diligence for Visitor Attractions
For tourism, resort, retail, and entertainment facilities, we deliver due diligence grounded in real operating experience. We work alongside clients on demand forecasting, financing, and post-M&A value creation.
Investment • Management • Creative • Operations Partners
Competitive Advantage
Built on data.
Backed by a track record.
We invest and decide with precision, drawing on a deep track record and hard data across entertainment. That base lets us build experiences no one else can replicate.
Our Relationship
Influencer Network
We cast influencers as creators of real-world entertainment, not as broadcasters. The network is built so the work itself spreads and earns buzz on its own.
01
Cast as Creators
Creators, Not Promoters
Build something worth showing up for, or hand them the project to make themselves. Either way, influencers come in as makers of real-world entertainment.
02
Designed to Spread
Buzz by Design
We don't finish a piece and then bolt on promotion. The structure that makes work spread is part of the concept from day one.
03
A Broad Creator Network
Nationwide Reach
From signed creators to local voices, we build the right lineup by genre, follower scale, and region.
04
Community-driven Buzz
Reach Meets Intensity
We pull the crowd in and let them carry the word, weighing cost against reach and intensity. We don't chase a viral moment; we engineer the conditions that create one.
Creators & Influencers
Creators & Influencers
Next-generation reach, built into the core of our network.
Creative Director / Influencer
Juri Miou三桜 じゅり
A Gen Z multi-creator across dance, music, and social. More than 1 million total followers and over 460 million YouTube views. She designs content backward from its audience and how it spreads, then carries that same design into physical experiences.
Creative Producer / TV Personality
Sayaka IchimuraSeint Force
A weather caster and certified meteorologist and disaster-prevention specialist. She has anchored NHK’s “Shutoken Network” and Nippon TV’s “news zero,” and appears regularly on programs including Yomiuri TV’s “Juutto!” She builds buzz with a broadcaster’s instinct for what reaches an audience, and brings physical experiences into public view.
Our Relationships — Global Venues
A deep network connects us to the leading entertainment venues in Japan and abroad.
Sleep No MorePunchdrunk CEO
Secret CinemaFounder
Cirque du SoleilResident Theatre
Universal UnleashedHalloween Horror Nights
SphereFormer Technology Head
Epic UniverseProducer
Our Relationship
Relationships With Japan’s Leading IP Holders
Relationship capital built on a track record of past collaborations—the opening for partnership and consulting on new projects.
01
Direct Relationships
Direct Relationships
Years of entertainment collaborations have built strong ties with Japan’s leading IP holders, and working-level channels stay open day to day.
02
Partnership Opportunities
Partnership Opportunities
We open co-development and co-production with IP holders at the project-development stage, cutting communication costs sharply.
03
Creative Consulting
Creative Consulting
We supervise experience design that maximizes an IP’s core value alongside its holder, delivering bold concepts that never break the world.
04
Multi-Genre Coverage
Multi-Genre Coverage
Anime and characters, music, games, film, publishing—we hold access to leading IP holders across every genre.
Our Strength
What Sets NYX Apart
Three strengths no one else brings together.
01
End-to-End Design
End-to-End Design
We design what makes a place worth visiting, build it into a destination, and carry it through to filling it with people. Building something great and drawing visitors are one job, not two.
02
Permanent-Grade Entertainment
Permanent-Grade Entertainment
We build permanent, always-on entertainment to the standard of Universal Studios Japan and Oriental Land. Every experience answers for craft, technology, and safety.
03
Global Creative Network
Global Creative Network
A network we built ourselves. It takes our projects worldwide and brings top creators to Japan.
How We Work
AI isn’t a weapon. It’s the baseline.
We rebuilt our operating model around AI from the ground up. A small team delivers the standard of a major production house at a fraction of the time and cost.
01
Every Function, Rebuilt AI-Native
AI-Native Operations
Research, deck production, financial modeling, demand forecasting, design review—every recurring process is encoded into the system. People focus only on final judgment and creative work.
02
Speed That Decides Deals
Speed & Cost
Proposals and financial models that once took weeks now ship in hours. We raise both output and quality without adding fixed overhead.
03
Major-Studio Quality, Small Team
Quality at Scale
Purpose-built AI agents own each domain. Layered review, recalculation, and consistency checks close the gaps people miss by design, not by luck.
04
Knowledge That Compounds
Compounding Knowledge
The judgment and results from every project become company assets. Nothing stays locked in one person’s head; each project gives the next a faster start.
III — Case Studies
Projects We've Built
Six Projects, From Coast to Capital
Case 01 — Kyoto LLP
百鬼夜行
Hyakki Yagyo
Japanese-culture entertainment, built in Kyoto
Investors
Kansai TV, Sakura
¥1.2B
Capital Raised
Top 3
Largest investments in Kansai
Case 02 — Live × Immersive
Mrs. GREEN APPLE
Japan's first immersive experience staged inside a live concert
Client
WONDER LIVE Inc.
100
Performers
2025–
National Tour
Case 03 / 06
Suma Sea World
Kobe, Hyogo
Client : Sankei Building (Sankei Shimbun Group)
We run long-term strategic consulting to grow attendance at Kobe Suma Sea World and develop new entertainment for it. The work sits inside the larger redevelopment of the surrounding Suma Seaside Park, and the goal is to raise the value of the entire coastline.
Case 04 / 06
Futami Coastal Area
Ise, Mie Prefecture
Client : Sakura (real estate developer)
For the Futami coast, we built a new entertainment concept rooted in the mythology of the Grand Shrine of Ise, then linked it into a single cultural program running across sites along the shoreline. With the 2030 Shikinen Sengu (the Grand Shrine of Ise's once-in-20-years rebuilding) ahead, the plan uses culture and story to draw visitors and revitalize the region.
Case 05 / 06
Saga Tamaya & the Wider Prefecture
Saga Prefecture
Client : Sakura (real estate developer) + Saga Prefecture local government
We’re supervising the renovation of Tamaya, the prefecture’s only department store. Alongside it, we’re working with the local government to build a new entertainment district that reaches across all of Saga, anchored by an immersive historical-cultural theater staged inside a local castle. Together, culture, community, and tourism become a new platform for drawing visitors to Kyushu.
Case 06 / 06 — Investment Strategy
Investment Strategy for
Entering the LBE Market
Client : Japan Tobacco (JT)
We mapped the key success factors (KSFs) of the location-based entertainment (LBE) industry and sized the market-entry opportunity. We built an M&A-led growth strategy with a clear path to a ¥100 billion revenue business, grounded in on-the-ground research across the world's major destinations—Las Vegas, New York, LA, Orlando, and cities across Europe—and handed over a roadmap ready to execute.
IV — Leadership
Key Members
The People Behind NYX
Source: Universal Studios Japan
Representative Director & CEO
HIROKI WASADA早田 裕樹
Brand marketing meets data science. An operator who leads from strategy through execution.
At Universal Studios Japan, he drove attendance for Super Nintendo World, leading the rollout of dynamic pricing, an Express Pass yield model, and an attraction lineup overhaul grounded in pricing research. At a marketing consultancy, he served clients in finance, consumer goods, and major real estate development, owning concept development, price optimization, financial modeling, and demand forecasting, and running buzz campaigns that carried live events across social media. He also builds creative with generative AI, producing video, visuals, and copy at speed and putting AI to work inside organizations. A graduate of Keio University, he founded NYX in late 2024.
Source: Seibuen Amusement Park, “Godzilla The Ride” / Universal Studios Japan, “Halloween Horror Nights”
Chief Creative Officer
SHOICHIRO TSUNO津野 庄一郎
One of Japan’s foremost creators of real-world entertainment. He owns the creative process end-to-end, from concept to staging.
He launched Universal Studios Japan’s “Halloween Horror Nights,” turning the park’s slow autumn season into one of its biggest attendance drivers. He joined the founding team at Immersive Fort Tokyo and led creative direction across its full slate of productions, including “Sherlock Holmes.” For Seibuen Amusement Park’s “Godzilla The Ride,” he co-created with director Takashi Yamazaki and won the VFX-JAPAN Award 2023 Grand Prize, Short Film category—the first theme park ride ever to do so. His craft spans script, music, video editing, costumes, and show sets.
Source: Universal Studios Japan
Executive Officer
KEN M. HIRAYAMA平山 剣ミカエル
Brand marketing and digital strategy. From Universal Studios Japan to CMO at CyberAgent, the operator who drives attendance.
At Universal Studios Japan, he led brand marketing and digital communication strategy and pioneered influencer marketing in the sector. As CMO of the AmebaLIFE division at CyberAgent, he ran brand strategy across the company's media business, then joined NYX as Executive Officer in July 2025. He holds a degree from the University of Denver business school.
Source: Cirque du Soleil
Senior Creative Director
HIROYUKI INOUE井上 裕之
From Cirque du Soleil to Universal Studios Japan. A technical-staging expert who delivered Japan’s first drone show.
He launched his career on the team that opened Cirque du Soleil’s first permanent theater outside North America. At Disney Resort, he pulled off effects long thought impossible in Japan under its stricter regulations. As technical director at Universal Studios Japan, he co-authored a drone operations manual with Japan’s Ministry of Land, Infrastructure, Transport and Tourism (MLIT) and built the first drone show at a Japanese theme park. His credits span fire stunts, projection mapping, and large-scale stage machinery across events from Halloween Horror Nights to the Universal Countdown Party.
Source: Universal Studios Japan, “Yo-kai Watch THE REAL” TV commercial (YouTube: youtu.be/Dl8B21WEQEo)
Senior Creative Producer
SHINJI ISOZUKA磯塚 晋二
From Yoshimoto Kogyo to USJ. A producer who moves audiences at scale, in comedy and in theme parks.
Isozuka joined Yoshimoto Kogyo in 1997, starting out as manager for Ninety-nine and Takashi Fujii. He directed and produced live shows and events, ran the Umeda Kagetsu theater as general manager, and headed “LIVE STAND,” one of Japan's largest comedy festivals, at Makuhari Messe. In 2011 he moved to Universal Studios Japan, where he produced “Yo-kai Watch THE REAL,” “Attack on Titan THE REAL,” “Gintama Live Talk,” and Halloween Horror Night attractions. In 2016 he won the IAAPA Brass Ring Award from IAAPA, the world's largest association of attractions and leisure facilities. He builds new experiences around emerging technology and has run marketing for multiple operators. Joined NYX in 2026.
Footage: Juri Miou (Juringle) music video
Creative Director
JURI MIOU三桜 じゅり
A Gen Z creator with over a million followers who turns the mechanics of social spread into real-world experiences.
A creator working across dance, music, and social media. She started dancing at age four and has 19 years in HIPHOP, BREAK, and JAZZ. After time in an idol group and a girls band, she now works primarily on YouTube, Instagram, and TikTok, with over a million followers across platforms and more than 460 million total YouTube views. She has danced behind the artists on NHK's Kohaku Uta Gassen. As the solo artist Juringle, she made her major-label debut with her 1st Digital Single, “Colorful Emotion.” Her edge is reading algorithms and trends, then building content backward from the answer: who it lands with, and how it spreads. At NYX, she carries that instinct off the feed and into physical space, producing real-world-only experiences end-to-end, from concept and staging to the mechanics of how they spread.
Source: Yomiuri TV (weather broadcast)
Creative Producer
SAYAKA ICHIMURA市村 紗弥香
Weather presenter and news-program regular. A producer who builds buzz with a broadcaster’s instinct.
Represented by Seint Force. While at Keio University, she modeled exclusively for a magazine and earned credentials as a certified weather forecaster and disaster-prevention specialist. She started out as a weather presenter on NHK’s “Shutoken Network” and Nippon TV’s “news zero,” and now appears regularly on Yomiuri TV’s “Ju-tto!” and “News Zigzag.” At NYX she leads creative production and event design, building buzz with a broadcaster’s instinct. Her work runs end-to-end into physical, real-world experience design, including aquarium puzzle-hunt events.
Global Relations
LUNA SANO佐野 ルナ
Neuroscience meets global finance. NYX's bridge to the US and Europe.
A Los Angeles native, bilingual and bicultural in Japanese and English. She studied neuroscience at UCLA, focusing on decision-making, perception, and human behavior. After graduating, she traded global markets at Goldman Sachs and JPMorgan Chase. At NYX, she runs global relations, forging partnerships across Japan, the US, and Europe and connecting the company's ventures abroad.
Advisory Board
The people who built the world’s theme parks now guide NYX.
Chair of Creative Advisory Board
Mike Davis
Former Vice President at The Walt Disney Company and Senior Vice President at NBCUniversal. Across more than 40 years, he has built guest experiences at the world’s top theme parks and produced live shows and events totaling more than $1 billion. He led cross-cultural production across Asian parks, including Universal Studios Japan and Universal Beijing Resort. At NYX, he chairs the Creative Advisory Board, guiding every piece of creative work and opening doors in policy circles through his global network.
Advisor
Tetsuya Okamura岡村 徹也
A planner and producer of concerts by Japanese and international artists, art exhibitions, and live events of every kind. He created the opening programs for Nagoya’s downtown park Oasis 21 and the strolling pond garden Tokugawa-en. At Expo 2005 Aichi, he planned and produced the theme theater “Mezame no Hakobune” (The Ark of Awakening) in the “Yume-miru Yama” pavilion, directed by Mamoru Oshii, and ran the theater as its director. He built the Nagoya Women’s Marathon and sits on the board of the Association of International Marathons and Distance Races (AIMS). In November 2022, Ghibli Park, which he produced, opened. He leads regional revitalization projects across Japan.
Entertainment Development — External Partners
The world’s best creators build with NYX.
Executive Producer
KEN SABA
30+ years across film, broadcast, and themed entertainment. Has worked with NASA, the LAPD, Walt Disney Imagineering, and Universal Creative. Lead producer over the media and audio departments at Universal Studios Beijing Resort, and ran attraction media production for Universal’s “Epic Universe” expansion.
Immersive Art Designer
SOL SONG
Founder of Moongate, NYX’s design partner. As former Executive Art Director at Universal Studios Japan, he led the design of large-scale attractions and themed environments. He held creative leadership roles at Walt Disney Imagineering and Thinkwell Group, and created original IP including “World of Paper” and “Moon Art Grounds.” MFA in Fine Art, California Institute of the Arts (CalArts).
Technical Producer
ALEX LUTHWAITE
Former CTO of Sphere Entertainment. At Las Vegas’s “Sphere,” he led more than 150 specialists to integrate the world’s largest LED screen, a 180,000-channel audio system, and immersive haptics into a venue of unprecedented scale, holding over 95% occupancy since opening. He has led production on Olympic opening ceremonies, the European Games, and major world tours. He studied Music and Recording at the University of Salford.
Creative Director
FABIEN RIGGALL
Founder of Future Shorts, Future Cinema, and Secret Cinema, and a pioneer of immersive cinema. He launched Secret Cinema in 2007, fusing film, theater, and immersive environments into productions for audiences from the hundreds to the tens of thousands; TodayTix acquired it in 2022. His work continues to redraw the line between culture and entertainment.
Our Partner
Experience Design — Japan
Immersive Exhibitions — Global
Global Partnership with NEON
Bringing the world’s biggest IP immersive experiences to Japan.
NYX is the global partner of NEON (formerly Cityneon), the producer behind the largest IP-driven immersive exhibitions on earth, including Jurassic World, Marvel, Harry Potter, and Avatar. We bring their proven design, production, and touring capability—and their network—to visitor attractions across Japan.
NEON — Global Track Record
The immersive exhibitions that captivated the world: NEON
Marvel Avengers S.T.A.T.I.O.N.25 cities across 13 countries
Harry Potter: Visions of MagicWorld premiere in Cologne / Asia premiere in Singapore
Avatar: The Experience2.63 million visitors in Singapore to date
Global Network
A network that lands anywhere
90+
Cities
16M+
Visitors
4
Regions
Source: NEON (formerly Cityneon). All IP names and logos © their respective rights holders.
Let’s build the experience
the world has never seen.
the world has never seen.
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Strictly Confidential