LITORY, a Music Branding Company, Produces "VISION SONG Strengthening the inner branding of Daiken Shokai Co.

VISION SONG", which puts our vision, mission, and values to music. Supporting the challenges of the company's 55th year in business. Nurturing a sense of unity among employees under the themes of "Pride in Work" and "Be Yourself.

2024.12.05 11:30

株式会社LITORY

LITORY Inc. has launched "VISION SONG," a new service that creates an "emotional connection" between a company and its employees, customers, and business partners. VISION SONG is an innovative branding tool that expresses a company's vision, mission, values, and purpose as music and delivers a sensory message to the "heart" that words alone cannot convey. It is an innovative branding tool that delivers a sensory message to the "heart" that words alone cannot convey. It updates the concept of the traditional "company song" and aims to permeate corporate culture and increase engagement.

LITORY's "VISION SONG" revolutionizes the traditional concept of "company song" by creating a "cool and sympathetic" song that fits today's sensibilities. The first project, "VISION SONG," was created by Daiken Corporation, a leading Japanese trading company.

As a first step, "Difference is better than better - DAIKEN VISION SONG," produced for Daiken Shokai Co. This song supports the company's new medium-term management plan, which marks the company's 55th year in business, and expresses the company's vision through music. The song expresses the importance of each and every employee taking action to realize their "ideal self" and "ideal society.

DAIKEN VISION SONG

Furthermore, this VISION SONG has been entered in the "Nikkei Company Song Contest 2025," and the fusion of corporate culture and music is attracting a great deal of attention. Voting is currently underway. Please cast your vote.

https://shaka.nikkei.co.jp/

Difference is better than better - DAIKEN VISION SONG

https://youtu.be/4161ATzLlI8?si=4RLFHHvsMQvrROIi

ダイケン商会様

Daiken Shokai

Production members

Vocal : Hikaru

lyricist/composer ：Sound producer HaKA

Video : Wise Connection Inc.

Choreography : Misaki

Overall planning and creative direction : LITORY Co.

＜Features

The music features a strong bass beat and an impressive melody that gives energy to the listeners. Embodying Daiken Shokai's vision of being a "food design company that creates the future," the lyrics and video incorporate the basic principles and values of food design: "Safe and Secure," "Delicious," and "Best by.

The title, "Difference is better than better," conveys the message that "different" is better than "better. Based on this value, the video depicts the daily work of employees and their vision of the future, creating empathy and new awareness.

＜Hikaru commented.

I was very happy to participate in the "Vision Song" project started by LITORY, and this was the first time for me to produce music like this, but it was very refreshing.

This time, I put the philosophy and vision of Daiken Shokai Inc. in the lyrics and expressed the emotions that connect to the heart through music and songs.

I hope that this music will be one of the triggers that will strengthen the connection between the employees and the company, and lead to the future.

Hikaru

Born on July 2 in Toyama Prefecture. He is a member of Kalafina, a group that has sung theme songs for numerous hit movies. In order to make use of the expressiveness and vocal skills he has cultivated over the past 10 years, he started his solo career, writing theme songs and lyrics for numerous anime productions. Currently on tour with "Hikaru LIVE TOUR -ROUND-". His new song "End of line" is now available on various distribution services.

https://linkco.re/z67gfDe0

VISION SONG Production Process and Utilization

(1) Branding workshop

The workshop will help the participants to identify the current issues, medium-term management plan, corporate vision, mission, and values.

Clarify branding themes.

(2) Employee participation workshop

(2) Employee participation workshop: Employees visualize the image they aspire to through music and images, and discuss the tone of the music and phrases they would like to include in the lyrics.

The workshop participants discussed the tone of the music and the phrases they would like to include in the lyrics, and created a visual story that would allow them to feel the ideal corporate image with all five senses.

(3) Production

Based on the content of the workshop, lyrics were written, composed, and recorded.

(4) Utilization

After completion, all employees were invited to watch the video. All employees shared the lyrics and shared goals for the future.

The song was widely used for internal events, recruitment branding, SNS, etc.

The song was also entered in the Nikkei Company Song Contest 2025 to strengthen the communication of the song outside the company.

Comment from Daiken Shokai

At first, the term "company song" had a somewhat old-fashioned image, and we felt that it did not fit the style of our company. However, through the production process, we were able to sublimate the company's philosophy and basic values into lyrics and music, and we feel that we were able to realize a new form of "vision song" that LITORY has set forth. We would like to use the completed song in various situations in the future.

Mr. Sugiura, Director and General Manager of Sales Division, Daiken Shokai Co.

Introduction of the production company (LITORY)

LITORY is a company specializing in music branding. Utilizing the know-how cultivated through NLP (Neuro-Linguistic Programming) psychology and BtoB marketing, LITORY advocates "resonant branding" in which the corporate identity is expressed through music. This provides a new approach to naturally instill corporate culture through the creation of music that resonates with employees' emotions and values.

Since its founding in 2020, LITORY has developed a diverse range of projects centered on music. In particular, in the Corona Disaster, we have been involved in artist management and organizing music festivals, and have realized the power of music to connect people's hearts and appeal to their emotions. This experience has led to the establishment of an innovative approach to applying music to corporate branding.

President Kei Hirata holds a Master of Business Administration (MBA) from the Graduate School of Business Breakthrough University. He holds several certifications (NLP Trainer Associate, Professional NLP Coach, etc.) from the Japan NLP Ability Development Association and the American NLP Association. Furthermore, based on his experience as an executive at a prime listed company and his extensive experience in B-to-B marketing support mainly for major SIers, he has developed a service that combines a business perspective with musical sensitivity.

For this project, Hirata oversaw everything from workshop design to music production direction, utilizing his knowledge of business strategy and marketing experience gained from his MBA to gain a deep understanding of corporate issues and propose a new inner branding method that fused psychology and music. This approach naturally linked the values of the employees and the company, and succeeded in creating a strong sense of unity.

LITORY, which stands for "resonant branding," connects the hearts of companies and their stakeholders through music. We will continue to strongly support the growth of Japanese companies through innovative initiatives.

Future Development

In today's corporate environment, maintaining connections among employees and instilling corporate culture has become a major challenge due to reforms in work styles and the spread of remote work. In this environment, music is gaining attention as a powerful tool for connecting hearts and minds and creating a sense of unity that transcends physical distance.

LITORY hopes to leverage this power of music to foster corporate culture and increase employee engagement. Through music, LITORY will communicate its corporate identity to employees and promote initiatives to enhance the cohesiveness of the entire company by sharing goals and values.

Furthermore, the trend of using music to strengthen brands is spreading, especially among global companies, and LITORY will introduce this trend to Japanese companies and help create an environment in which each employee can grow with the company while working in his or her own way.

In the future, LITORY plans to target "companies with many employees who take pride in their work," such as those in the manufacturing, construction, social infrastructure, and IT industries, to develop VISION SONG. In particular, it is expected to be used in situations where second- and third-generation managers wish to communicate new corporate values to their employees and support the growth of the next generation.

About Daiken Shokai Corporation

Company name: Daiken Shokai Co.

URL ： https://www.daiken-shokai.co.jp

Representative ： Masanori Kawamura

Location: 4-1 Aza Henowari, Jinnoshinden-cho, Toyohashi-shi, Aichi 441-8077, Japan

Establishment : October 26, 1970

Business activities: Sales of food ingredients and additives

　　　　　 Sales of alcoholic beverages

　　　　　 Sales of packaging materials and containers

　　　　　 Sales of chemical products

　　　　　 Sales of environmental hygiene products such as detergents and sanitizers for food factories

　　　　　 Sales of pest control products and consulting