The General Incorporated Association Japan Institute for Evidence-Based Marketing Research (headquarters: Nakano-ku, Tokyo; hereinafter "EBMI") announces that Ren Serizawa, Chief Research Officer at EBMI and Executive Officer at Collecticia Co., Ltd., will take the stage at the keynote session of "Nikkei X-TREND FORUM 2026," to be held on Tuesday, July 28, 2026. This keynote session will feature a rare visit to Japan by Byron Sharp, author of the global bestseller "Brand Sense: 11 Marketing Truths Nobody Told You" (Asahi Shimbun Publishing) and Director of the Ehrenberg-Bass Institute for Marketing Science at the University of Adelaide. He will engage in a special dialogue with Ren Serizawa, Japan's leading expert in evidence-based marketing, to discuss authentic brand growth strategies and the latest advancements in scientific marketing in the AI era. This high-level joint session brings together two of the world's foremost thought leaders to present the next-generation standards for marketing. ■ Background and Highlights of the Session Rapid advancements in AI technology are dramatically transforming the marketing landscape. Yet, no matter how sophisticated technology becomes, there remain unshakable "scientific principles" underlying how consumers perceive, choose, and form habits around brands. This session offers a rare opportunity to experience firsthand the insights of Byron Sharp, a world-leading authority who continues to redefine marketing through data and evidence. Together with Ren Serizawa, a key driver of evidence-based marketing in Japan, they will uncover the "true brand growth strategies" businesses should adopt in today's AI-driven era, drawing on the latest global research. Witness the cutting edge of marketing science—beyond intuition and anecdote—live at the event. ■ Session Overview Date and Time: Tuesday, July 28, 2026, 10:00–11:00 Event Name: Nikkei X-TREND FORUM 2026 Session: Keynote Session (in-person event) Theme: Scientific Marketing from