How one mobile content company is capitalizing on Japan’s Kawaii culture



Mobile content company Furyu may be a one of those rare companies that is better known among younger girls than by business people or industry insiders. Because aside from its mobile content and media business, the company also develops ‘purikura’ machines, or photo booths. Japanese women of all generations have experienced the fun of these photo booths at one time or another.

Recently such booths in Japan are a one-stop solution for cuteness. There are photoshop-like features that enhance your skin, enlarge your eyes, and more. The photos can be decorated using stamps and frames, and the newer machines comes with photo collage features as well. Furyu leverages its mobile content business in these photo booths, providing cute character stamps and decorations.

CameLion-appOne example is its CameLion character which is available at specific photo booths called ‘Girl’s Photographer‘. The CameLion character is learning to be a professional photographer, and works sort of like a guide for those using the photo booth machine. Furyu just released a puzzle game app called ‘CameLion’s Game and Book’ on both iOS and Android.

Furyu was founded back in year 2007 and has operated a famous mobile emoji portal called Muteki Deco Ranking (‘Muteki’ means ‘invincible’). Due to the widespread shift from featured phones to smartphones in Japan, the company has optimized its portal for Android. There are over 60,000 decorative stamps that can be used when texting. Muteki Deco Ranking is available for a monthly fee of 294 yen (or about $3).

When it comes to the mobile culture in Japan, micro-payments are here to stay. It’s important to remember that it’s not only mobile gamers opening their wallets. Young girls do not hesitate to pay 300 yen every month as long as their appetite for ‘kawaii’ is fulfilled.