August 27, 2026, at the Tokyo Toy Show Generation Alpha Marketing Seminar “Unraveling the Values of Generation Alpha Through Teen Trends!”

"α Find," the Generation Alpha design firm operated by Tokyu Agency Co., Ltd., supports marketing activities targeting the "Generation Alpha," who will drive future consumption.

We are pleased to announce that on Thursday, August 27—the first day of the business days for “TOKYO Toy Show 2026,” Japan’s largest toy festival taking place at Tokyo Big Sight—we will host a “Talk Session Unraveling the Values of the α Generation” featuring Ms. Yumika Wakasa, Executive Editor-in-Chief ofMs. Yumika Wakasa, General Editor-in-Chief of *Nicola* and *Nico☆Petit*, as a guest for a “Talk Session Unraveling the Values of the Alpha Generation.”

“Unraveling the Values of Generation Alpha Through Teen Trends!”

■Event Details

Born after 2010 and following Generation Z, the “Alpha Generation” is attracting significant attention as the future leaders of consumption and trends. However, their values and behavioral patterns differ from those of previous generations, and many companies have yet to fully grasp them. In this seminar, we will highlight the latest trend phenomena popular among the Alpha Generation, including “Setlog.”By delving into the background and structure behind the question, “Why is this gaining traction right now?”, we will unravel the Alpha Generation’s true sentiments and unique values.

We are also pleased to welcome Ms. Yumika Wakasa, Executive Editor-in-Chief of *Nicola* and *Nico☆Puchi* at Shinchosha Publishing Co., Ltd., as a speaker. Through a panel discussion with members of the α Find team at Tokyu Agency, Inc., you’ll gain a firsthand sense of the realities of the Alpha Generation today. The seminar will also provide practical insights on how to effectively engage with the Alpha Generation.

Event Overview

■ Seminar Overview

Title: Unraveling the Values of the Alpha Generation Through Teen Trends!

Date and Time: Thursday, August 27, 2026, 2:00 PM – 2:45 PM (First day of Business Day)

Venue: Stage inside the TOKYO Toy Show 2026 venue, Tokyo Big Sight West Hall

　　　　　 Atrium *There will be no online livestream.

Admission: Free

Registration: https://tokyotoyshow.com/2026/event/stage/

*“Advance registration” is required to attend the Business Day on which the seminar will be held.

　Please register via the URL above.

■Speaker

Ms. Yumika Wakasa

Executive Editor-in-Chief of “Nicola” and “Nico☆Petit,” Shinchosha Co., Ltd.

Ms. Yumika Wakasa

Joined Shinchosha in 2012 and was assigned to the *Nico☆Petit* editorial department.

Appointed Editor-in-Chief of “Nico☆Petit” in 2023.

Appointed Executive Editor-in-Chief of “Nicol” and “Nico☆Petit” in December 2025.

Sakurako Kuribayashi

α Find Member

Tokyu Agency Co., Ltd.

Strategic Solutions Division, Strategy Design Bureau

Sakurako Kuribayashi

Akiko Yamada

α Find Members

Tokyu Agency Co., Ltd.

Strategic Solutions Division, Business Branding Office

Akiko Yamada

About α Find

*“α Generation Design Firm α Find” (Registered Trademark No. 7044629) is a registered trademark of Tokyu Agency Co., Ltd.

■TOKYO Toy Show Event Overview

Name: TOKYO Toy Show 2026 / TOKYO TOY SHOW 2026

Organizer: Japan Toy Association (General Incorporated Association)

Co-organizer: Tokyo Metropolitan Government

Supported by: Ministry of Economy, Trade and Industry

Dates: August 27 (Thu) – August 30 (Sun), 2026

　　　　 ● Business Matching Fair (Business Days)

　　　　　 Thursday, August 27, 10:00 a.m. – 5:30 p.m.; Friday, August 28, 9:30 a.m. – 5:00 p.m.

　　　　 ● Open to the Public (Public Days)

　　　　　 Saturday, August 29, 9:00 a.m.–5:00 p.m. / Sunday, August 30, 9:00 a.m.–4:00 p.m.

　　　　 Held concurrently with Public Day: CoroCoro Soul Festival

　　　　 (Official Website: CoroCoro Soul Festival at the Tokyo Toy Show 2026 https://corofes.jp/ )

Venue: Tokyo Big Sight, West Halls 1, 2, 3, and 4 (3-11-1 Ariake, Koto-ku, Tokyo)

Eligibility: Business Days... Industry professionals (advance registration required; free admission)

　　　　　　　　　　　　　　*The general public is not permitted to enter.

　　　　 Public Day: Open to the general public

　　　　 *The TOKYO Toy Show will be held in West Halls 1–4,

　　　　　 while the CoroCoro Soul Festival will be held in West Hall 2.