Chokipeta, a specialty salon for cuts and color operated by a group company of Arte Genesis Inc. (Yokohama, Naka Ward / President & CEO Hideyoshi Yoshimura), which operates approximately 370 beauty salon chains, will celebrate its 15th anniversary in July 2026. Since its brand launch in 2011, Chokipeta has been supported by local customers as a "maintenance salon" characterized by "no reservations required," "short service times," and "easy-to-use pricing." In May 2026, the monthly number of visitors reached a brand record of 98,000. As of the end of May 2026, the salon operates 80 stores in the Kanto and Kansai regions. To express gratitude for 15 years of patronage, a "15th Anniversary Gratitude Campaign" will be held for three consecutive months from July to September 2026. During the 15th Anniversary Gratitude Campaign, to celebrate the 15th anniversary together with customers, staff will wear limited edition can badges featuring the Chokipeta logo and the familiar characters "Chokky & Pettan" while working, valuing communication with customers. ■ Establishing a New Business Model as a "Maintenance Salon" Rooted in the Community Chokipeta was born on July 12, 2011, in Katsushika Ward, Tokyo (Horikiri Shobu-en store) as a maintenance salon that easily addresses everyday concerns such as "my hair has grown a bit" or "I'm worried about gray hair," focusing on cuts and gray hair coloring. Subsequently, stores were primarily opened along daily life routes such as supermarkets, pursuing convenience for everyday use, including no reservations, short service times, and cashless payment options. Through operational innovations such as the introduction of auto-shampoos and self-blow drying, Chokipeta has proposed a new beauty habit of regularly maintaining hair, in addition to the traditional image of "beauty salons being places for special occasions." During the COVID-19 pandemic, the convenience of short service times and easy access along daily routes were re-evaluated