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Bushiroad has officially redefined its corporate mission, vision, and values to better align with its next phase of growth, effective April 2026. The new mission is to deliver excitement to the world, anchored by a vision of LIVE-MIXED ENTERTAINMENT. This strategic pivot emphasizes the integration of traditional entertainment with tangible, live experiences, prioritizing the unique energy generated when audiences share the same space and time. The company’s core value, STAND UP! for Entertainment, encourages continuous evolution through challenge and innovation. This redefinition does not signal a departure from the company’s established IP development strategy or its existing business portfolio. Instead, it serves to clarify and deepen the focus on experiential value across all segments, including trading card game tournaments, live music performances, pro-wrestling tours, and retail interactions. By formalizing this commitment to live engagement, the company aims to move beyond reliance on individual hit content, opting instead to build long-term brand equity through a consistent series of vivid, memorable, and interactive experiences. The initiative is supported by a new internal framework known as BUSHI Values, which promotes a culture of being borderless, user-focused, proactive, high-voltage, and innovative. These principles are designed to unify internal stakeholders and communicate a clear, consistent purpose to the market. By emphasizing the human connection inherent in its diverse business lines, the company seeks to enhance its corporate value and sustain growth in an evolving digital landscape where physical, shared experiences are increasingly viewed as a premium differentiator.