# NEW STANDARD

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/new-standard

- Industry: Marketing/Advertising
- Headquarters: Tokyo, Japan
- Website: www.new-standard.co.jp
- Total disclosed funding: $4.7M
- Latest round: Series E (Jul 18, 2023)
- Investors on record: 7

## About

NEW STANDARD is a Tokyo-based brand digital transformation company focused on creating innovative value for millennial and Gen Z consumers through strategic branding and marketing solutions.Founded in 2014 in Tokyo, Japan, NEW STANDARD specializes in digital transformation and branding services. The company has undergone strategic pivots to adapt to market demands. CEO Shotaro Kushi leads the firm, which has secured JPY 160 million in Series E funding from investors including Sony Ventures and Dentsu Ventures, raising a total of JPY 160 million to date. The company has completed 3 deals, with the most recent taking place on July 18, 2023, and currently holds a valuation of JPY 2,241.319 million.NEW STANDARD???? specializes in creating innovative branding solutions tailored for millennial and Gen Z demographics. The company operates as a brand digital transformation firm, offering services like strategic branding, promotional campaigns, and value communication initiatives across diverse sectors such as health insurance, entertainment, and beverages.NEW STANDARD???? generates revenue through a structured model of partnerships and service agreements with clients who utilize their specialized branding and promotional services. They operate on a project-based pricing structure, ensuring flexibility to accommodate evolving market demands with flagship services including branding events and promotional strategies.In July 2023, NEW STANDARD raised JPY 160 million in Series E funding, which will be utilized to enhance its database and capabilities. The company plans to expand its services into new geographic regions and markets in alignment with the evolving preferences of younger consumers.

## Funding rounds

- Series E, Jul 18, 2023, $1.1M — Dentsu Ventures, TOPPAN Holdings, Sony Innovation Fund, X-tech Management
- Series D, May 16, 2019, $3.5M — Mizuho Capital, Dentsu Ventures, D4V, Akatsuki Ventures

## Investors

- Mizuho Capital (https://capitalatlas.ai/funds/mizuho-capital) — Series D
- Dentsu Ventures (https://capitalatlas.ai/funds/dentsu-ventures) — Series D, Series E
- D4V (https://capitalatlas.ai/funds/d4v) — Series D
- Akatsuki Ventures (https://capitalatlas.ai/funds/akatsuki-ventures) — Series D
- TOPPAN Holdings — Series E
- Sony Innovation Fund (https://capitalatlas.ai/funds/sony-innovation-fund) — Series E
- X-tech Management (https://capitalatlas.ai/funds/x-tech-management) — Series E