manage4 Inc. (Headquarters: Meguro-ku, Tokyo; President and CEO: Yasushi Nanbo; hereinafter referred to as "manage4"), a company specializing in marketing strategy and business development consulting, has released its "Brand Narrative Report May/June 2026." This report analyzes trends in branding based on domestic and international marketing case studies, brand initiatives, and consumer reactions on social media. This month's theme is "The Mediafication of Experiences." The "Brand Narrative Report" is a series of reports that goes beyond introducing individual cases. Instead, it analyzes consumer changes and brand perspectives that span multiple cases, drawing from manage4's continuously accumulated archive of approximately 1,000 domestic and international marketing case studies. This Issue's Perspective | 3 Conditions for Brand Experiences to Become "Media" Instead of distributing content, embed a "structure that makes people want to talk about it" into the experience itself. 1. Consumers feel their involvement (leaving room for the final touch). 2. There is a necessity to talk about it (a reason to post related to the place, context, or experience). 3. The audience and context for sharing are clear (design for relationships, not just reach). Background: An Era Where Corporate Communication Alone Doesn't Reach Brands are finding it increasingly difficult to deliver information to consumers solely through corporate advertising and campaigns. As consumers themselves photograph, edit, post, and share their experiences with friends and followers, brand touchpoints are increasingly functioning like advertising media. However, experiences that go viral are not just about being "photogenic." Only when consumers feel a sense of "I was involved" or "this became mine," with room for their own input, is there a reason to post. This Month's Perspective: UGC is Born from "Experience Design," Not "Posting Requests" While continuously analyzing an archive of approximately 1,000 m