Asobica Inc. (Head Office: Shinagawa-ku, Tokyo; President & CEO: Takaya Imada; hereinafter "Asobica") is pleased to announce that Richell Co., Ltd. (Head Office: Toyama City, Toyama Prefecture; President: Senji Emoto; hereinafter "Richell") has implemented "coorum" (https://coorum.jp/), Asobica's first-party data platform based on zero-party data*1. We will support the creation and operation of "Richell Kurashi Hiroba," an official community where fans who love Richell's products and lifestyle can continue to connect. By utilizing the fan feedback gathered there in future product development and sales promotion marketing, we will provide a community that stays close to customers' lives while nurturing relationships with fans on a daily basis. *1 Zero-party data: Data that customers intentionally share with a company of their own volition. Background of "coorum" Implementation Amidst a continued decline in the domestic birthrate, the baby and childcare product market is seeing an increase in consumers who choose products not only based on price and features, but also on their resonance with the product's or brand's philosophy. In today's information-saturated environment where parents often face anxiety and burdens, companies are expected to continuously support customers even after purchase and nurture relationships with fans on a daily basis. Richell offers a wide range of products closely related to daily life, including baby products, housewares, pet supplies, garden items, and life care products, under its own brands. While Richell has numerous customer touchpoints, such as physical stores, owned media, its own e-commerce site with approximately 25,000 members, and a baby official SNS with approximately 47,000 followers, a challenge has been the lack of a sufficient platform to continuously gather the real voices of fans who are attached to its products and brands, and to foster connections between fans and the company on a daily basis. To address this, Asobica