Kids Star Co., Ltd. Representative Director Masahiro Hirata

"We want to close the gap between children and society through positive simulated experiences."

Masahiro Hirata, CEO of Kids Star Co., Ltd.

After working for an advertising production company for three years, he traveled abroad as a backpacker and then joined CyberAgent, Inc. He was involved in the launch of the Ameblo business and served as a media manager, before joining iFreek Mobile, Inc., where he became an executive officer in the content business division. After having a child, he launched a business aimed at children, and has served as the representative director of Kids Star Inc. since 2014.

"Gokku Land," an educational app that allows children to experience real companies through a game, not only teaches children about how society works, but also contributes to creating fans of new companies. We spoke to Masahiro Hirata, CEO of Kids Star Co., Ltd., the company that provides this service, about the concept behind "Gokku Land," its appeal, and future prospects.

■A two-year journey that gave me time to think about many things

I love traveling, and as a student I traveled to India and other Asian countries. After graduating from university, I worked at an advertising agency for three years, then spent about two years backpacking overseas. I've always loved soccer and professional wrestling, so I traveled to 32 countries in Europe, South America, and Central America to see the real action. I had plenty of time, so I think it was a meaningful time that allowed me to think about various things and shape my own way of thinking. In particular, when traveling to many countries, rather than researching the country in advance, I would ask about it on the spot and book accommodation, which helped me develop the ability to act flexibly when an idea strikes. I also think that this experience has made me less intimidated by small things.

A new opportunity: starting a business

After returning to Japan, I joined CyberAgent and witnessed people my age, including President Fujita, launching new businesses in the internet industry. I hadn't considered starting a venture or starting my own business until then, but seeing the ambitious, ambitious people at CyberAgent running their own businesses made me think, "Maybe I can do that too. I'd like to try it." My eight years at CyberAgent were tough at times, but also fun, and I wanted to do something with the same passion. After that, as I had children and was raising them, I had more opportunities to come into contact with picture books and other things. I felt that picture books hadn't changed much since we were young, so I wondered if I could start a business that was more modern and could utilize my internet experience. That's how Kids Star was born.

■"Gokko Land" conveys the company's vision through gaming experiences

"Gokko Land" is a social experience app that allows users to experience the work and initiatives of real companies and brands through games. While corporate advertising often focuses on "selling" toothpaste, Lion Corporation, for example, offers toothpaste with the goal of "eliminating cavities." Eliminating cavities requires more than just brushing your teeth with toothpaste; regular visits to the dentist are also important. To convey this message, the game also illustrates the fact that teeth can remain even after brushing, as well as the dental cleaning and fluoride application process. Currently, 80 companies are participating, and the variety of experiences is unmatched. Figuring out how to break down each company's vision and turn it into a game to help children understand it is both challenging and rewarding.

■I want the game experience to connect to real-life experiences.

One of the development processes we place great importance on when creating games is "kid testing."
We've been doing this since the start of the business, and before releasing a game we have children play it, see their reactions, and then brush it up. As many of our employees are raising children, we are particular about creating games from both the parents' and children's perspectives.
There's one more thing we value: positive simulated experiences lead to proactive behavior. When children are young, they often do things their parents recommend, but real experiences that children take on on their own because they want to try or go can have a profound effect on the depth of their learning. In fact, we hold real-life experiences called "Gokku Land EXPO" at large shopping malls and other locations, with approximately 2000 people participating each time. We want children to accumulate successful experiences in the game that make them think, "Maybe I can do that too," and then link them to real-life action.

■ Making society more accessible to children

"Gokku Land" uses children to create connections with companies and increase its fan base. For example, we've heard feedback such as children suddenly coming up to their parents and saying, "I know that! This store has this!" about a sign they wouldn't have noticed while walking down the street. They can naturally gain a variety of knowledge while having fun playing. Schools are inevitably somewhat disconnected from society, so we hope to bring children closer to society through games.

　We have received approximately 20 reviews for "Gokko Land." Since its inception, it has spread based on word of mouth from parents, and has now surpassed 700 million downloads. Each game is played nearly 20 times per month. Currently, the majority of reviews come from children themselves. Reviews sometimes include requests for companies they would like to see included in the game, so we listen to what actual children have to say and then go out and do business with them. It's no exaggeration to say that reviews are everything to us.

■ Bringing "Gokko Land" to more children around the world

　In August 2023, we began distributing the overseas version, "Gokko World," in Vietnam, where it has surpassed 1.2 million downloads, surpassing the Japanese version at a faster pace. Since "Gokko Land" games can be played by children as young as three, we were confident that they would enjoy playing overseas as well, as long as they could understand the audio. After successfully launching in Vietnam, we plan to expand to Indonesia next. Japan's birth rate in 2024 is expected to be around 700,000, compared to around 4 million in Indonesia. With the country's current economic development, the significance of "Gokko Land" will grow, and the number of companies utilizing it should increase. First, we want to establish the number one position we've established in Japan in Asia.

■Message to university students

I didn't set out to be an entrepreneur myself, but rather worked at an advertising agency, went backpacking, and pursued whatever I wanted to do at the time. You don't have to decide on one thing as a university student; just start something, take the plunge, get immersed in it, become passionate about it, and if you feel like trying something different, move on to the next thing. I hope that when choosing your future, you'll prioritize an environment that allows you to utilize your hobbies and strengths and grow, rather than being too swayed by high salaries or famous names. The accumulation of such choices will give you the strength to overcome really tough times in your life.

Student Newspaper Online December 14, 2024 Interview by Toyo University sophomore Rinno Koshiyama