New Book from Tokyu Agency *New Trends in Business Art for Diversifying Companies* (Author: Masato Uesaka)

Tokyu Agency Co., Ltd. is pleased to announce the publication of its new book, *New Trends in Business Art for Diversifying Companies*. Details are as follows.

Autumn in Japan is a season brimming with art-related events and fairs. However, it is not widely known that behind the scenes, various companies are engaged in numerous challenges and a process of trial and error.

Through interviews with 12 Japanese companies that have embarked on various initiatives to find new opportunities through art, this book introduces the current state of “Corporate Strategy × Art.” It is a unique publication that also compiles the latest domestic and international art-related data, as well as various reports and literature worth referencing.

It serves as a “practical guide” packed with insights to drive the activities of all business professionals seeking solutions to their challenges, as well as those striving to make a living as artists.

New Trends in Corporate Art as Businesses Diversify

[Table of Contents]

Chapter 1: What Is Art?

Chapter 2: Insights from the International Art Scene

Chapter 3: Business and Marketing Proposals Centered on Art

Chapter 4: Corporate Challenges—Each Pursuing Its Own Business Objectives

Chapter 5: Places to Learn, Places to View, and Places Worth Visiting

Chapter 6: Reference Data and Materials to Utilize

[Overview]

Book Title: Diversifying Corporate Business

　　　　　 New Trends in Business

Author: Masato Uesaka

Format: A4 size, softcover

Number of Pages: 240 pages

　　　　　 Price: 2,530 yen (2,300 yen + tax)

Available at: Bookstores nationwide and online

ISBN: 978-4-88497-143-4 C0034

Makoto Uesaka

[Author: Makoto Uesaka (Advisor to Seigensha and Art & Life Lab.)]

After working at The Asahi Shimbun and Nikkei McGraw-Hill (now Nikkei BP), he joined Magazine House, where he worked onhe served as Business Director for *BRUTUS* and *GINZA* at Magazine House; *VOGUE JAPAN* and *GQ Japan* at Condé Nast Japan; and *ELLE* and *marie claire* at Hachette Fujingaho (now Hearst Fujingaho).

In 2011, she joined Amana. Along with launching the magazine *IMA*, she studied the business side of the global art scene and proposed art-based business strategies to Japanese companies, overseeing their implementation and management.

In 2021, she established MAGUS Co., Ltd. through a joint investment by Terada Warehouse Co., Ltd., Tokyu Corporation, Mitsubishi Estate Co., Ltd., and others. In partnership with the U.S. publication *ARTnews*, she commercialized services such as planning proposals for the strategic use of art and the operation of media platforms for disseminating information. She left MAGUS in October 2023.

In October 2024, he became an advisor to Seigensha’s Art & Life Lab., where he organizes study and networking events for business professionals aiming to commercialize art.

His published works include *Corporate Strategy and Art: A Global Perspective* (Kobunsha Shinsho, 2023).