WHAT IS LBE
Location Based Entertainment
Theme-park attractions, immersive theatre,
experiential exhibitions, venue-wide shows.
We combine space, story, show and technology
to create a reason to go there.
PRODUCE SCOPE
At theme parks and entertainment productions in Japan and abroad,our members have led planning, direction, technology and audience growth.
The projects above include work by NYX and its members. Company logos below indicate members’ professional backgrounds.
Producer and production domains, in one stop.
PRODUCER
Experience building businesses inside operating companies
PRODUCTION
Permanent-venue expertise forged at theme parks
IntegrateOne-stop production
Production steps are systematized as a method, and everything from planning to concept is made in-house. On that foundation, specialist AI agents for each task work alongside our people, so concept and production move fast.
PRODUCTION METHOD
IN-HOUSE
Everything before fabrication stays in-house, so we verify fast
AI OPERATIONS
Foundations used by AI
AI-assisted work
People focus on judgement and creation; cost and schedule shrink
EFFECT
Punchdrunk in the UK, Disney and Universal insiders and alumni, studios in the US and Korea: our in-house global team deals with them directly. Official member of IAAPA and the World Experience Organization (WXO).
GLOBAL PARTNERS
NYX
Native English speakers handle negotiation, contracts and production management directly
Members from Universal and Disney bridge in the language of the floor
High-earning, talked-about experience content,
brought into Japanese venues and developments
Punchdrunk, Japan production
Works and attractions born in Japan,
taken to parks and venues abroad
Godzilla The Ride / Hyakki Yagyo
Gold = stages NYX handled. Rows are client types, columns the seven stages of the business.
Choose a project to see its overview and the work NYX handled.
Projects
In development · Planned opening: summer 2028
A city where the onmyoji wards have broken and the demons return. We are developing Kyoto's accumulated history, folklore and aesthetics into an IP that extends into experiences, stories, characters, film and merchandise.
NYX formed the production LLP with Kansai TV and Sakura Real Estate and serves as managing partner.
Japan production in preparation
In partnership with Punchdrunk, the UK's world-renowned immersive theatre company, a Japan production is in preparation. NYX formed the production LLP with Sony Creative Products and TKP and, as managing partner, oversees the whole: adaptation, financing, venue development, production, operations and marketing.
Title to be announced.
Screening began in August 2025
Godzilla The Ride: Great Crash at Seibuen Amusement Park (opened August 2025). NYX directed the experience design of this second installment by director Takashi Yamazaki. The ride is also being taken overseas.
Scheduled for February 2027
NYX handles show direction, design and production management for a limited-time exhibition at Sanrio Puroland opening February 2027. Beyond retail, displays and greetings, space, staging, story and interaction turn the characters' world into somewhere guests spend time.
Produced with multi-site rollout in mind; international expansion is under consideration. Details to be announced.
Live staging and production
On Mrs. GREEN APPLE's national tour, Japan's first fusion of a live concert with immersive staging. One hundred performers turn the venue into a stage for the story.
Ongoing audience and experience support
An aquarium opened in 2024 with orca performances at its heart. We handle attendance strategy, shows, events, seasonal experiences and social buzz as one.
For the Pirates events, videos that gave people a reason to visit and pirate coins handed out around town created the trigger. We also built a mystery-solving event.
Venue renewal plan
A full renewal of the Ise Sea Paradise aquarium and the Meoto Yokocho retail street beside Futami Okitama Shrine and the Meoto Iwa rocks. The culture of Futami, once the gateway to the Ise pilgrimage, becomes an experience; experiences, dining, retail and seasonal events are joined into one, restoring visitors and revenue with restrained investment.
NYX handles audience strategy, production of the in-venue experiences, and buzz. The plan looks ahead to the 2033 Shikinen Sengu.
Renovation project supervision
NYX supervises the renovation of Saga Tamaya. Combining local culture, media, IP, events, dining and retail, in a structure that brings in local companies, government, media and financial institutions, we create reasons for people to gather downtown.
Growth strategy and field research delivered
Japan Tobacco (JT). We identified what it takes to succeed in LBE and evaluated the market-entry opportunity, then developed a growth strategy toward a ¥100 billion revenue business model. We conducted field research in Las Vegas, New York, Los Angeles, Orlando and cities across Europe.
At Universal Studios Japan, he was responsible for attendance at Super Nintendo World, leading every step of bringing the experience to market, from the New York launch and media previews to on-set direction for TV commercials. At a marketing consultancy, he led concept development, pricing optimization, financial modelling and demand forecasting, as well as campaigns spanning live events and social media. He has built generative AI into both production and management, using systems he designed to accelerate video, visual and copy production, demand forecasting, financial models and proposals. He is also the architect of NYX's production method and AI operations. A Keio University graduate, he founded NYX at the end of 2024.
He launched Halloween Horror Nights at Universal Studios Japan, lifting attendance in what had been the quiet autumn season. He joined the launch of Immersive Fort Tokyo as creative lead across its productions, including Sherlock Holmes. On Godzilla The Ride at Seibuen Amusement Park he co-created with director Takashi Yamazaki and won the VFX-JAPAN Award 2023 for Best Short Film, a first for a theme-park ride. He works across script, music, film editing, costume and show sets.
He headed brand marketing and digital communication strategy at Universal Studios Japan, introducing influencer marketing ahead of the industry. After serving as CMO of CyberAgent's AmebaLIFE division, he joined NYX in July 2025. Graduate of the University of Denver business school.
He began his career on the launch of Cirque du Soleil's first resident theatre outside North America, moved through Disney Resort, and became technical director at Universal Studios Japan, where he developed the first drone show at a Japanese theme park by co-authoring the unmanned-flight manual with the Ministry of Land, Infrastructure, Transport and Tourism. He has produced many events, from projection mapping to large-scale stage machinery.
He began at Yoshimoto Kogyo as manager for Ninety-Nine and Takashi Fujii, then served as producer of programs and events, general manager of Umeda Kagetsu, and overall director of LIVE STAND. At Universal Studios Japan he produced Yo-kai Watch THE REAL, Attack on Titan THE REAL and Halloween Horror Nights attractions. IAAPA Brass Ring Award, 2016. Joined NYX in 2026.
A dance × music × social creator with over one million followers and 460 million YouTube views. She performed as a backing dancer at NHK's Kohaku Uta Gassen and made her major-label debut as solo artist Juringuru. She extends her planning method — working backward from who it reaches and how it spreads — into real-world experiences.
Represented by Cent. Force; certified weather forecaster and disaster-prevention specialist. She has presented on NHK's Shutoken Network and NTV's news zero, and currently appears regularly on Yomiuri TV. At NYX she handles buzz-making from a media perspective through to experience design, such as the aquarium mystery-solving event.
Born in Los Angeles, bilingual in Japanese and English. She studied neuroscience at UCLA and worked in global markets at Goldman Sachs and JPMorgan Chase. At NYX she builds international partnerships linking Japan with the US and Europe and bridges co-productions with overseas works and creators.
A graduate of the theatre program at Takarazuka Kita High School in Hyogo, she joined Universal Studios Japan in 2012 as a dancer and principal performer, appearing in numerous shows. She has since been repeatedly selected to host audience-participation stages at major events across Japan, while also producing, directing and presenting them. More recently, she has directed Halloween programming at an immersive-theatre venue in Tokyo and led attraction direction and launch work for a new theme park. At NYX, she is responsible for show and live direction and cast direction.
Joined Universal Studios Japan in 2000 as a first-year graduate hire, starting on attraction operations before the park opened, then spent about twelve years in operations and special-event planning. In marketing he led the development of The Flying Dinosaur and Biohazard: The Real as project leader. After seventeen years at USJ he worked across operations, product development and business management at Seibuen, Nesta Resort Kobe and Immersive Fort Tokyo. Joined NYX in September 2026.
Former Vice President at The Walt Disney Company and Senior Vice President at NBCUniversal. Over more than forty years he has created guest experiences at the world's leading theme parks, with live shows and events totalling more than one billion dollars. He led cross-cultural production at theme parks across Asia, including Universal Studios Japan and Universal Beijing Resort. At NYX he chairs the Creative Advisory Board, advising on all creative matters and government relations.
He has planned and run concerts by Japanese and international artists, art exhibitions and many other events, and produced the opening programs of Oasis 21 and Tokugawa Garden. At Expo 2005 Aichi he planned and produced the theme theatre Open Your Mind (directed by Mamoru Oshii) in the Yume Miru Yama pavilion and served as its theatre director. He planned and produced the Nagoya Women's Marathon and is a director of AIMS. Ghibli Park, which he produced, opened in November 2022.
Led new-business development at the Saison Group, building and running film festivals and theatres. In 1997, as head of the new-business office, he conceived the e+ ticketing business and was a founding member of Entertainment Plus, backed by Sony and Credit Saison. Over the following 22 years he oversaw service-system development and the planning and production division, producing stage and music-festival events and managing artists and licences, and served as Executive Vice President of e+ Live Works. Today he invests in and advises entertainment companies; at NYX he builds deal structures with investors and corporates and develops new projects.
Founder of Moongate, a design studio partnered with NYX. As former Executive Art Director at Universal Studios Japan he led the design of major attractions and themed environments, and held creative leadership roles at Walt Disney Imagineering and Thinkwell Group. Creator of the original IPs World of Paper and Moon Art Grounds. MFA, CalArts.
Start with the IP, venue or idea you have. We can explore feasibility, planning and production together.
Discuss a project
APPENDIX / NEW RELEASE
A CREATIVE BOUTIQUE WITHIN NYX
A collective that has created more premium, deeply immersivehorror experiences than any other in Japan.
NYX's specialist creative boutique for horror.Concept, space, story and direction, united in one experience.
nyx-inc.com homepage, tap the woman in the center five times.ZYX awaits beyond.
APPENDIX / HORROR / CREATIVE RANGE
Halloween Horror NightsUSJ | Executive-produced by a team member
Fear and frenzy unleashed across an entire park.
Alice in Borderland～Immersive Death Game～
Transforming an IP world into fear experienced firsthand.
Hotel AlbertImmersive Theatre
Horror that draws you in through space, performance and story.
Includes work by team members at previous employers. Images: official materials from USJ and Katana Immersive.