MIXI, Inc., formerly mixi, Inc., is a Japanese technology, entertainment, and communications company headquartered in Shibuya, Tokyo. While internationally recognised for the social-networking service mixi and the mobile game MONSTER STRIKE, the company now operates a broad portfolio spanning social networking, family services, gaming, sports, AI, and other forms of entertainment.[1]

The company was founded on June 3, 1999, went public in 2006, moved to the Tokyo Stock Exchange First Section in 2020, and transitioned to the Prime Market in 2022.[1]

MIXI is fundamentally a Japanese communication and entertainment company built around the concept of bringing people together. Its stated purpose is “Enriching communication and inspiring moments of joy,” with a mission to provide spaces and opportunities for meaningful connections rather than simply maximising communication volume.

This philosophy reflects the company’s evolution from a social-media provider into a diversified communication and entertainment group. Its current portfolio includes social networks, mobile games, family photo and video sharing, beauty-service booking, AI conversational products, professional sports, sports and entertainment facilities, online betting businesses, digital media, and anime and intellectual property.

Brand meaning and visual identity

The corporate brand interprets the name MIXI through a communications lens. The logo and name emphasise “MIX” as interactions between people and “I” representing individuals. The visual identity uses red and orange to symbolise exciting and warm human connections, consistent with a branding strategy that prioritises human relationships, emotion, surprise, and communication over pure technology provision.

Core values

MIXI articulates its philosophy through three major concepts:

• Purpose: Enriching communication and inspiring moments of joy.
• Mission: To provide space and opportunity for truly meaningful connections.
• MIXI Way: User surprise first.

The “User Surprise First” principle dictates that the company evaluates whether an initiative will create a pleasant surprise for users before considering marketing or corporate interests. Its stated values are innovation (being bold and challenging expectations), passion (starting from the heart and sharing aspirations), and integrity (remaining sincere and honest).

The company’s history predates the fame of the mixi social network. In 1997, Kenji Kasahara launched Find Job!, a job-search website. In June 1999, the company E-Mercury, Inc. was established, which later became the corporate entity behind the mixi business.[1]

The company’s development is marked by three key milestones:

• 1997: Launch of Find Job!
• 1999: Establishment of E-Mercury
• 2004: Launch of the mixi social network

The social network’s popularity transformed “mixi” from a product name into the company’s identity, leading to a corporate name change from E-Mercury to mixi, Inc. in February 2006. The company subsequently went public on the Tokyo Stock Exchange Mothers market in September 2006.

Transition to gaming and entertainment

A significant transformation occurred in 2013 with the launch of MONSTER STRIKE, a mobile action RPG designed around multiplayer interaction. The game’s success shifted the company’s revenue base from advertising and social networking to digital entertainment. MONSTER STRIKE combines character collection, RPG mechanics, physics-based gameplay, multiplayer cooperation, events, collaborations, and an expanding intellectual-property ecosystem.

As of 2026, MONSTER STRIKE has surpassed 65 million cumulative users worldwide. Its global version, developed under the name STRIKE WORLD, began full-scale operations in India in April 2026.

Corporate rebranding

In October 2022, the corporate name changed from mixi, Inc. to MIXI, Inc. This capitalisation distinguishes the parent corporate group from individual services: mixi refers to the original social-networking service, mixi2 to the newer social platform, MONSTER STRIKE to the flagship game and IP, and FamilyAlbum to the family-oriented global service.

MIXI organises its activities into four primary business areas.

Sports

The company has expanded into professional sports and sports entertainment. Its interests include FC Tokyo (professional football) and Chiba Jets Funabashi (professional basketball). MIXI acquired a stake in the company operating FC Tokyo in 2022 and owns and operates the Chiba Jets Funabashi organisation through its group.[1]

In April 2024, the group completed LaLa arena TOKYO-BAY, a large multipurpose arena that serves as a physical entertainment venue. This investment aligns with the corporate philosophy of creating both digital services and physical spaces for meaningful connections.

Lifestyle

The Lifestyle segment encompasses services designed around everyday communication and personal life. Key services include:

• FamilyAlbum: A private photo and video-sharing service launched in 2015 for families and children’s memories. Unlike public social networks, it allows parents to create private albums where invited family members can share and comment on content. As of May 2026, FamilyAlbum surpassed 30 million users worldwide, with overseas users comprising approximately 40% of its total user base.[1]
• mixi: The original Japanese social-networking service launched in February 2004.
• mixi2: A new social-networking service launched in December 2024, positioned as a contemporary platform for sharing moments, following trends among acquaintances, and discovering experiences through social connections. Its launch marks a return to the company’s social-networking roots roughly 20 years after the original mixi.
• minimo: A service connecting customers with beauty professionals such as hairstylists and manicurists, offering discounted services. More than 40,000 beauty professionals are registered on the platform.
• Romi: An autonomous conversational AI robot designed as a small companion capable of listening and responding conversationally. It utilises AI deep learning and a Japanese conversation database containing tens of millions of entries, representing the application of the company’s communication expertise to physical consumer technology.
• OKURU

Digital Entertainment

This segment is anchored by MONSTER STRIKE, which the company treats as an intellectual property extending beyond the game into anime, events, collaborations, merchandise, and international versions. The strategy focuses on building an entertainment ecosystem around successful IP. Other properties include Kotodaman.

Investment

MIXI maintains an investment-oriented portfolio with stakes in companies across sports, media, and entertainment. Notable holdings include NET DREAMERS, operator of netkeiba, a major Japanese horse-racing information platform.

MIXI describes the current period as a “third founding” following two previous transformations: from job-search to social networking, and from social networking to mobile gaming and diversified digital entertainment. The third phase focuses on combining communication and entertainment with global expansion and new forms of connection, particularly through FamilyAlbum and MONSTER STRIKE/STRIKE WORLD.[1]

AI has also become a strategic priority. CEO Koki Kimura has identified AI as a critical area, emphasising that technology should be combined with creativity to produce experiences that surprise users.

As of March 31, 2026, MIXI reported the following financial metrics:

• Net sales: ¥171.3 billion
• EBITDA: ¥31.7 billion
• Ordinary income: ¥22.2 billion
• Equity ratio: 64.7%
• Consolidated full-time employees: 2,116
• Dividend per share: ¥120
• Dividend payout ratio: 46.0%

Shares trade under stock code 2121 on the Tokyo Stock Exchange’s Prime Market.[1]

The MIXI ecosystem comprises the following principal brands:

Social and communication

• mixi – Original Japanese social network
• mixi2 – Newer social-networking service

Gaming and entertainment

• MONSTER STRIKE
• STRIKE WORLD
• Kotodaman
• Anime and IP projects

Family and lifestyle

• FamilyAlbum
• minimo
• Romi
• OKURU

Sports

• FC Tokyo
• Chiba Jets Funabashi
• LaLa arena TOKYO-BAY

Sports, media, and betting

• TIPSTAR
• netkeiba (via NET DREAMERS)
• Other MIXI group businesses[1]

1. Company overview & Access | About Us | MIXI, Inc.