uSonar Releases New CM "Wanted: Hikyo (Non-Competitive) People" Featuring Ryoko Kobayashi
Promoting Recruitment Branding and Our Unique Corporate Strategy of "Non-Competition"

—Taking on the Challenge of a 30-Second Uncut, Single-Take Monologue—

uSonar Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Chairman: Nami Fukutomi; President: Katsuhito Nagatake; hereinafter "uSonar") is pleased to announce the release of our new brand message commercial, "Wanted: Hikyo (Non-Competitive) People," featuring actor Ryoko Kobayashi as our brand ambassador. Ahead of the upcoming recruitment season, the commercial is scheduled to be broadcast on taxis, television, and other media.
A key highlight is the 30-second monologue, which was recorded in a single, uncut take. We invite you to pay close attention to the message hidden behind the term "Hikyo."

uSonar is a data marketing support company established in 1990.
In July 2022, we changed our company name from "Landscape" to "uSonar" and launched a CM campaign in October of the same year to communicate our new brand message.
This "Wanted: Hikyo (Non-Competitive) People" edition is the sixth installment in our CM series featuring Ryoko Kobayashi.
In 2024, Ms. Kobayashi gained significant attention for her role as "Senior Kubota," Japan's first female lawyer, in the NHK serial TV drama "Tora ni Tsubasa" (she also appeared in the "Tora ni Tsubasa Special Edition" at the 75th NHK Kōhaku Uta Gassen).
She is also active as the owner of the agriculture-welfare collaboration startup AGRIKO Co., Ltd.

uSonar has adopted "Non-Competition" (Hikyo) as our corporate strategy since 2016.
"Non-Competition" is defined as the philosophy of avoiding excessive competition, specializing in our own areas of expertise, and entrusting adjacent fields to other companies with complementary strengths.
In other words, it is a philosophy of "co-creation" and "cooperation," where we aim to create new value by complementing each other's strengths with our partner companies. Rather than falling into the trap of "competition" to capture market share, we pursue a strategy of co-creation.
The concept of "Non-Competition" (Hikyo) is also introduced in the book "Competitive Strategy Without Competition" by Professor Hideo Yamada of Waseda Business School.
Learn more here:
https://recruit.usonar.co.jp/diary/20241205_2651/

In a dimly lit office, Ms. Kobayashi turns to the camera and begins, "Wanted: Hikyo (Non-Competitive) people."
She stands up and delivers a monologue about "competition" while facing the camera.
As the office lights brighten, Ms. Kobayashi walks through the space while explaining uSonar's "Non-Competition" (Hikyo) strategy.
In the ending, Ms. Kobayashi appears in a close-up again to deliver the final message: "Wanted: Hikyo (Non-Competitive) people. uSonar!"
There are no camera cuts; Ms. Kobayashi delivers the entire script in a single, continuous scene.

• Ryoko Kobayashi, 35, born in Tokyo. Represented by Sticker.
After debuting as a child actor, she gained prominence as an exclusive model for 'Nicola' and was selected as the heroine for the TBS drama 'Maou'. In recent years, she has appeared in numerous dramas and films, including the NHK serial TV novel 'Tora ni Tsubasa'.
Alongside her acting career, she has been involved in agriculture since 2014 and founded AGRIKO Co., Ltd. in 2021. She is a certified 'Agriculture-Welfare Collaboration Technical Supporter' by the Ministry of Agriculture, Forestry and Fisheries, and operates 'AGRIKO FARM', a circular agriculture-welfare collaboration farm that is friendly to both the natural environment and people, while also developing art-related businesses.
Furthermore, she is expanding her professional scope through a parallel career, including appearances on news programs and work as a radio navigator.
https://sticker-inc.com/artist/ryoko-kobayashi/

• Television, Taxi, YouTube, etc.
• CM Video Special Site https://usonar.co.jp/cm-movie.html
• Our YouTube Channel https://www.youtube.com/@uSonar_LBC
• Our Recruitment Site https://recruit.usonar.co.jp/

Contact Information for This Matter
uSonar Co., Ltd. Public Relations (Hiyama/Sawada)
Email: ir@usonar.co.jp