Nippon Television Holdings has invested in iKasa, an umbrella-sharing service. A co-creation initiative has begun to reduce environmental impact by encouraging changes in consumers' behavior through the power of media.
In October 2025, Nippon Television Holdings invested in iKasa, an umbrella-sharing service. The investment is positioned not merely as a capital partnership, but as the beginning of a co-creation initiative aimed at addressing social issues and changing consumers' behavior through the power of media.
Nippon TV's emphasis on impact investments in the environmental sector is rooted in the belief that CO₂ reductions can be achieved through changes in consumers' awareness and behavior. iKasa was viewed as closely aligned with this environmental theme because it seeks to reduce the use of disposable umbrellas by popularizing borrowing and returning them as a new option.
iKasa estimates that approximately 30 million disposable umbrellas are consumed annually, which has been identified as one source of environmental impact. Nippon TV believes that changing everyday behavior by starting with umbrellas can help address social issues.
Discussions underlying the investment produced specific ideas for co-creation through a capital and business partnership, including the use of recycled materials, collaboration among companies in the circular economy, and expansion as an employee benefits service. Nippon TV also expects iKasa to serve as a “hub” that facilitates connections between companies.