Operations, visitor attraction initiatives and monetization following the opening of Metsä

「Entertainment and services • Marketing, event planning and operations for Metsä Village (Note) ㈱メッツァ (Note) From 1 April 2026, the service provider outsourced to handle marketing, event planning and operations for Metsä Village changed from ㈱メッツァ to ㈱ムーミン物語.」

「Metsä, comprising Metsä Village and Moominvalley Park, recorded 401,000 visitors, up 6.8% year on year, helped in part by initiatives such as the Children’s Support Campaign.」

「In addition to these price revisions, ticket discount initiatives by age group and region, enhanced content and event promotions proved effective, keeping attendance on an upward trend. Attendance at Metsä, comprising Metsä Village and Moominvalley Park, increased 4.4% from the previous consolidated fiscal year to 680,000.」

「In the first quarter, content initiatives included introducing an audio guide, establishing a drawing space and renovating the Moominvalley diorama. In the second quarter, a limited-time Moominvalley skating rink was installed as a winter-to-spring visitor-attraction initiative. For events, night passes were issued mainly on weekends and holidays, and fireworks displays were held over the lake, providing enjoyment for many visitors. As a result, attendance at Metsä, comprising Metsä Village and Moominvalley Park, increased 11.1% year on year to 376,000, and average customer spending also rose. Revenue in the entertainment and services business was ¥1,467 million, up 21.4% year on year. Segment profit improved by ¥240 million from the same period of the previous year to ¥97 million, in addition to higher revenue and progress in reducing cost of sales and cutting costs, marking a return to profitability.」

「Attendance at Metsä, comprising Metsä Village and Moominvalley Park, increased in the fourth quarter, partly because of the ¥500 Child 1-Day Pass for high school students and younger introduced under the Children's Support Campaign from late July 2024, bringing attendance to 650,000, up 3.3% from the previous consolidated fiscal year. Average customer spending also increased because nighttime events and fireworks displays extended time spent at the park, along with ticket price revisions and other factors.」

「Moominvalley Park marked its fifth anniversary on 16 March 2024 and began actively expanding its content and promotional activities. Going forward, we will seek to restore attendance by renovating existing facilities and introducing new permanent content in stages.」

「Visitor-attraction efforts at Moominvalley Park included events such as Winter Wonderland in Moominvalley Park 2023 and Winter Fireworks in Moominvalley. Attendance at Metsä, comprising Metsä Village and Moominvalley Park, fell 2.1% year on year to 200,000, but changing from separate daytime and nighttime tickets to an operating format allowing visitors to enjoy the park from day through night increased time spent at the park and average customer spending on merchandise, food and beverages.」

「At Moominvalley Park, we advanced efforts to strengthen management and finances with the aim of achieving a full recovery from the COVID-19 pandemic. To strengthen management, we invited an experienced developer and operator of leisure and amusement facilities from the Seibu Group to join Moomin Monogatari as a director. After securing capital investment and marketing funds through the transfer of RBJ shares, we proceeded to consider a capital investment plan to introduce new content and other initiatives, while establishing a foundation for increasing revenue by enhancing visitor attraction through trial television commercials, stronger social media communications and the launch of inbound tourism initiatives.」

「Attendance at Metsä, comprising Metsä Village and Moominvalley Park, fell 13.7% year on year to 500,000. However, following a revision of admission fees at Moominvalley Park and higher average customer spending on merchandise, food and beverages, Metsä-related revenue declined only 3.6% year on year to ¥1,796 million.」

「At Metsä, comprising Metsä Village and Moominvalley Park, attendance fell 8.1% year on year to 350,000 because of frequent bad weather on weekends and holidays in November and March, when attendance is typically high. Metsä-related revenue increased 1.7% year on year to ¥1,211 million, supported by revenue from the Illuminooto event held at Moominvalley Park from October 2022 through January 2023 and merchandise sales from the official Moomin online shop launched in March 2022.」

「At Moominvalley Park, attendance increased by slightly more than 10% from the same period of the previous year, which included an 11-day closure for the renovation, after the nighttime event Illuminooto was held for the first time in 2 years. Including revenue from the event and merchandise sales from the official Moomin online shop launched in March 2022, Metsä-related revenue increased 3.4% year on year to ¥713 million.」

「At Metsä, Moominvalley Park was renovated in December 2021 with Well-being as its new theme to provide content and services that meet visitor needs. As a new revenue opportunity, an official online shop was launched on 1 March 2022 in cooperation with Moomin Characters, and sales of appealing products began. As a result, Metsä-related revenue increased 2.6% from the previous consolidated fiscal year to ¥2,408 million.」

「At Metsä, Moominvalley Park was renovated in December 2021 with Well-being as its new theme to provide content and services that meet visitor needs. This changed the operating format to better address the needs of visitors seeking nature, healing and relaxation, while also shifting to a straightforward pricing structure offering only the 1-Day Pass. Although attendance at Metsä was affected by the 11-day closure for the renovation and the application of priority preventive measures from January through March 2022, it increased 1.9% from the cumulative third-quarter consolidated period of the previous fiscal year as restrictions on activities were eased from April onward.」

「Attendance at Metsä fell 4.1% from the cumulative second-quarter consolidated period of the previous fiscal year because the impact of COVID-19 continued, including the application of priority preventive measures from January through March 2022, and because of an 11-day closure for the renovation. Meanwhile, an official online shop was launched on 1 March 2022 in cooperation with Moomin Characters, the Finnish licensor, expanding revenue opportunities. As a result, Metsä-related revenue fell 8.5% year on year to ¥1,191 million.」

「At Metsä, Moominvalley Park was renovated in December 2021 with Well-being as its new theme in order to revise its content and services to meet visitor needs. Attendance at Metsä increased 33.9% from the fourth quarter of the previous fiscal year to 220,000 after the state of emergency was lifted. Although attendance declined from the first quarter of the previous fiscal year because of the reversal of the Go To Travel campaign and an 11-day closure for the renovation, daily attendance in December after the renovation increased 20% year on year.」

「At Metsä, including Moominvalley Park, Moomin Monogatari sought to attract visitors through various events, enhanced environmental staging and expanded access options after implementing thorough measures to prevent the spread of infection.」

「At Metsä, including Moominvalley Park, Moomin Monogatari sought to attract visitors through various events and enhanced environmental staging after implementing thorough measures to prevent the spread of infection. Although attendance at Metsä began to recover in the first quarter, rising 37.2% from the fourth quarter of the previous fiscal year to 240,000, it remained low in the second and third quarters because of states of emergency and other measures. As a result, cumulative attendance fell 2.8% from the previous third-quarter cumulative consolidated period to 570,000, and Metsä-related revenue fell 18.5% year on year to ¥1,819 million.」

「At Metsä, including Moominvalley Park, we sought to attract visitors through various events after implementing thorough measures to prevent the spread of infection, including the autumn event Moominvalley Park Harvest, the winter event Winter Wonderland and, from March 2021, the spring event SPRING FESTIVAL.」

「At Metsä, including Moominvalley Park, we sought to attract visitors through various events after implementing thorough measures to prevent the spread of infection. These included the autumn event Moominvalley Park Harvest, held from 12 September 2020 to 8 November 2020, the winter event Winter Wonderland, held from 21 November 2020 to 7 March 2021, and the nighttime experiential attraction Adventure Walk. As a result, attendance increased 37.2% from the fourth quarter of the previous fiscal year to 240,000, but remained 21.0% below the first quarter of the previous fiscal year, which was unaffected by COVID-19, and conditions remained difficult.」

「However, owing to states of emergency and other measures arising from the spread of COVID-19, Moominvalley Park was temporarily closed for 80 days from March through June 2020.」

「However, owing to states of emergency and other measures arising from the spread of COVID-19, Moominvalley Park was temporarily closed for 80 days and Metsä Village for 44 days. Metsä Village resumed operations on 22 May 2020 and Moominvalley Park on 4 June 2020, with thorough measures to prevent the spread of infection. However, travel restrictions continued thereafter, and attendance declined from the level before the temporary closures.」

「In the entertainment and services business, at Metsä we advanced initiatives to increase attendance and improve revenue by raising customer satisfaction through free weekday parking from November 2019, the launch of the 1-Day Pass, expanded events and enhanced services and content, including the distribution of story guides and installation of story doors. Based on these initiatives, Moominvalley Park revised its ticket contents and prices on 14 March 2020. However, Moominvalley Park was temporarily closed for 16 days in March 2020 to prevent the spread of COVID-19, and attendance was also affected by calls to refrain from going out during the operating period. As a result, second-quarter attendance at Metsä fell 28.3% from the first quarter to 225,000, and Metsä-related revenue fell 37.1% to ¥800 million. Cumulative Metsä-related revenue for the second quarter was therefore limited to ¥2,071 million, up 125.1% year on year.」

「At Metsä, attendance was weak in October 2019 after the park closed on the first day of a three-day weekend because of a typhoon. From November onward, initiatives to improve customer satisfaction, including free weekday parking, the launch of the 1-Day Pass and the WINTER WONDERLAND in MOOMINVALLEY PARK event, increased attendance by 19.8% from the fourth quarter of the previous fiscal year to an average of 104,000 visitors per month, and Metsä-related revenue reached ¥1,271 million.」

「At Metsä, we held the TeamLab Forest and Lake of Light Festival and Forest, Lake and Umbrellas, attracting many visitors. On 26 July 2019, we welcomed our 1 millionth visitor, based on cumulative attendance since November 2018.」

「At Metsä, we held the TeamLab Forest and Lake of Light Festival and Forest, Lake and Umbrellas, attracting many visitors. On 26 July 2019, we welcomed our 1 millionth visitor, based on cumulative attendance since November 2018.」

「In the entertainment and services business, Metsä Village, operated by Moomin Monogatari, opened in November 2018 and implemented active visitor-attraction initiatives, including the TeamLab Forest and Lake of Light Festival held from December 2018 to March 2019. At Moominvalley Park, admission tickets and paid facilities, merchandise and food and beverage generated revenue of ¥499 million over the 19 days comprising the 16 days from the opening date of 16 March 2019 through 31 March and the 3-day pre-opening period, exceeding the initial expectations.」