English 
Spice Factory Co., Ltd., which supports digital transformation, is pleased to announce that it has entered into a capital and business alliance agreement with Flying Penguins Co., Ltd.
The two companies announced a basic agreement regarding a capital and business alliance in November 2025, and with the signing of this agreement, they will officially begin their collaboration.
This partnership aims to combine Flying Penguins’ strengths in structural design with our company’s accumulated DX implementation capabilities to create a unique Japanese “Japanese design firm” model that handles everything from conception to implementation.
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In conjunction with this partnership, our company will acquire 67.4% of Flying Penguins’ shares, establishing a unified value creation system as part of the Spice Factory Group (Spice Family). Furthermore, to strengthen collaboration between the two companies, our Director and CSO, Ayano Ryugo, and Executive Officer and CDO, Akira Motomura, will be appointed as directors of Flying Penguins.
In many companies’ efforts to promote digital transformation (DX) and innovation, a common challenge is the disconnect between strategy development and implementation, where strategies are formulated but not implemented, and development progresses but fails to create essential value. Strategic consulting firms excel at conceptualization, while development companies excel at implementation. However, in Japan, there are still not many organizations that can integrate these two aspects and promote conceptualization, experience design, and technology implementation as a unified effort.
In this context, the two companies, through this partnership, are proposing a new model to bridge this gap: the “Japan-originated design firm concept.”
Our company’s purpose is “Making the world a better place, one pixel at a time,” and we support the digital transformation (DX) of businesses and government agencies. Leveraging our strengths in implementation based on agile development and user-centered design, we have been working to solve social issues across various industries.
その一方で Flying Penguins, founded by Mr. Tsuchiya, who was responsible for UX design and product management at Sony Corporation and led product development, is a design-oriented innovation firm that supports corporate transformation and new business creation based on structural design and strategic planning. Through integrated design that spans multiple domains such as business, UX, and technology, they support the creation of innovation within companies.
Through this partnership, both companies will integrate and seamlessly promote conceptualization, UX design, and technology implementation, creating a system that can effectively realize corporate transformation.
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