Novarca

Novarca Inc. operates as a business platform to facilitate the global expansion of Japanese brands, with a primary focus on the Chinese, ASEAN, and Western markets. The company was originally established as a new business by Hotlink Inc. in November 2015 and later spun off as TrendExpress Co., Ltd. in January 2017. It was co-founded by CEO Tomonari Hamano and COO Yoshihiro Nakazawa. In December 2022, the company rebranded to Novarca Inc., marking what it termed its "second founding period" to signify a more aggressive global strategy.

The founders, Tomonari Hamano, Yoshihiro Nakazawa, and CSO Tomoya Kurasawa, were high school classmates who pursued separate careers before reuniting to build the company. Hamano began his career at the Deloitte Group, later joining Hotlink Inc. as COO, where he launched the business that would become Novarca. Nakazawa started at Japan Economic Advertising (ADEX) before joining Hotlink, where he was tasked with launching the data marketing business for the Chinese market, which led to the spin-off. Hamano, who splits his time between Tokyo and Shanghai, emphasizes the importance of direct market experience. The company's genesis was sparked by the rise of social big data from China and the surge in inbound tourism to Japan around 2015.

Novarca provides an integrated platform that combines data analysis, promotion, and distribution to optimize supply chains and drive business growth for its clients. The company's business model is centered on helping Japanese companies navigate and succeed in competitive overseas markets. It generates revenue by offering solutions that address various client needs, from market entry and promotion to distribution expansion. The target clients are primarily Japanese brands, including major names in cosmetics, daily goods, over-the-counter drugs, and electronics, such as Kose, Shiseido, and Taisho Pharmaceutical.

The core of Novarca's service is a platform that leverages social big data from platforms like Weibo, RED, and Douyin for research, analysis, and strategic planning. This data-driven approach allows for precise customer strategy development, persona creation, and competitive analysis. Key services include analytics to define customer strategies, promotional support utilizing social commerce and live commerce on platforms like Douyin, and distribution services to expand sales channels in international markets. One of its initiatives was the launch of "GLOBAL COMPASS" in June 2025, an owned media outlet that provides insights on global consumer trends, expanding from its previous focus on China. This service aims to provide a compass for marketers by offering news, data, and perspectives for decision-making.

Keywords: cross-border e-commerce, global marketing, Japanese brands, China market entry, social commerce, data analytics, supply chain optimization, ASEAN market, Western market, Douyin marketing, live commerce, brand strategy, consumer insights, social big data, market analysis, distribution support, promotion services, cross-border business platform, all-bound strategy, outbound marketing, inbound marketing, global expansion support, business intelligence, supply chain management, retail tech