Fast Knot Inc. announces business partnership with influencer/talent SANA (GENKING.). Full-scale start of P2C x D2C co-creation
Fastknot Inc. Press release: October 2, 2025 To Members of the Press Fastknot Inc. announces a business partnership with influencer/talent SANA (GENKING.). P2C x D2C co-creation begins in earnest A highly popular celebrity with 1.6 million social media followers and a brand with over 6.8 million units sold have begun co-creation Fastknot Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Shun Saito; hereinafter “the Company”), developer of the wellness and beauty brand “BELMISE,” which offers compression and other products, is pleased to announce that it has entered into a business partnership with influencer/celebrity SANA (GENKING.; hereinafter “SANA”) to launch a joint project using a P2C (Person-to-Consumer) model. Specific product and project details will be announced at a later date.
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https://prcdn.freetls.fastly.net/release_image/73952/9/73952-9-5bc850ec47ff54c3a598f24253660280-1754×987.jpg About the Belmis Brand On the other hand, SANA (GENKING.) has consistently maintained an attitude of “revealing her true self” through social media, and even when she changed her name in 2023, she expressed her feelings of “kindness and consideration” in her own words. The items we offer also cherish our desire to provide an opportunity for people to love themselves a little more, as “a presence that supports those who want to do their best and encourages positive action.” This project was made possible by the shared values of SANA and our company, based on the P2C philosophy, where personal stories are at the core of the brand. We are pleased to finally be able to announce this project to everyone, two years after SANA came up with the idea for the product and began work on it, and over a year after the project was launched. What is Fastknot’s thinking about the P2C model? P2C (Person to Consumer) is a business model in which individuals are the subject, planning and promoting products based on their own ideas and aesthetic sense, and delivering them to customers. While D2C focuses on companies, P2C is characterized by its foundation on the influence and empathy of individuals. As a result, while awareness can increase in a short period of time depending on the influence of individuals, if product sales operations are not in place, awareness and sales will come to a halt, making it difficult to expect medium- to long-term growth. We believe that by combining personal stories, passion for the brand, and the operations that have grown Belmis to a scale of 10 billion yen in just a few years, we can operate a sustainable P2C brand. With the cooperation of SANA, we have been able to reach this stage in this project by working together and communicating passionately on a daily basis. Comment from Sugaya, P2C Project Manager and CMO of Fastknot Inc. Sugaya, CMO of Fastknot Inc., who is in charge of this project, commented as follows:
https://prcdn.freetls.fastly.net/release_image/73952/9/73952-9-1f637ec307dac5c3fecbca7398316ad9-3900×2925.jpg Fastknot Inc. CMO, Taichi Sugaya “More than a year has passed since the launch of this P2C project, and all of our members have been working hard every day. We’re relieved to finally be able to announce it to everyone. When launching the P2C project, our goal was, of course, to deliver our products to as many customers as possible. We also considered what strategies, preparations, and mindsets were necessary to grow the P2C brand into a sustainable one. ” We also faced vague challenges like these. We received a lot of honest ideas and advice from SANA, Fastknot members, and partner companies. I hope to demonstrate a new approach that combines the strengths of P2C and D2C, combining SANA’s experience of continually transforming into the person she wants to be and her ability to speak frankly with Fastknot’s product and management capabilities. We will work as one team to manage this project, leveraging the knowledge we’ve gained from managing brands to date. Future Project Development As a notice to everyone, the first video of the project has been released on SANA’s YouTube channel. Please take a look as it discusses SANA’s passion for product development.
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https://www.youtube.com/watch?v=qCZWEKCiYZ0 In addition, we plan to roll out the following product schedule in the future. Early October: Release of developed product Late October: Pre-sale begins on the official website Early November: Full sales begin, e-commerce mall launch Announcements regarding each launch will be made sequentially on Belmis’ official social media accounts, SANA’s official social media accounts, press releases, etc. SANA provided a comment about the P2C project. In this interview, we share SANA’s comments about the joint project and his thoughts on the business partnership. Image
URL: https://prcdn.freetls.fastly.net/release_image/73952/9/73952-9-35242bc86525c489f385c9065514270c-868×1161.jpg “In this project with Fastknot, we are proceeding with the utmost priority on being one team. With that in mind, we had numerous discussions with the team, hoping to create a product that would make the daily lives of our customers brighter and more enjoyable. Before we knew it, two years had passed since the product was planned, and over a year had passed since the project began. I only want to release things that I truly believe in, and I wanted to make proposals that would bring confidence and comfort to those who use them, so this is a project that I’ve been extremely particular about. From now on, with the support of Fastknot’s solid management skills, I will carefully shape my true-to-life perspective.” Press Release Special Interview with SANA
https://prcdn.freetls.fastly.net/release_image/73952/9/73952-9-13c32e7d41a07e879c75e78820d60615-1280×670.jpg Q. Why did SANA decide to enter into a business partnership with Fastknot? A. “I felt that this was a team that would carefully translate what I wanted to communicate in my own words. I have always communicated in my own words, and it is very reassuring to know that they support this with a proper response and system. Also, as we spent a long time getting to know each other before making the decision, I felt that they were all really nice people, which was a deciding factor.” Q. After working together since the project began, please tell us frankly what you think of our team members. A. “There’s a strong sense of being one team. And I thought everyone was really friendly (laughs). We were able to discuss everything from development and creative to marketing at the same table, and they listened to my intuition and didn’t just ignore it, but dug deeper to understand. They used their specialized knowledge to help with the areas I wasn’t good at, and they were able to put what I had into words into concrete form, which was very reassuring.” Q. SANA, you have produced many products to date. What do you want to keep in mind when launching this P2C brand? A. “My first priority is to create something that I can confidently say is good, and I always imagine how it will make the people who use it happy every day. So, I want to work with everyone imagining how that feeling will reach the people who want to use it and make them happy.” Q. Please tell us again what message you want to convey every day through social media. A. “It’s okay not to be perfect. Like everyone else, I sometimes feel down and my mood drops. But at those times, I don’t push myself too hard and take time to pamper myself. There are days when I’m not feeling well, but I believe treating myself kindly is the quickest way to improve. I hope that message gets across.”
https://prcdn.freetls.fastly.net/release_image/73952/9/73952-9-5de98672c3414805b510a6dd08726110-726×1200.jpg Q. What is your motivation for turning the message you want to convey every day through social media into a product? Also, what are your thoughts on this project? A. “Because we want people to experience the ‘experience’ that’s difficult to convey through photos, videos, or words alone. The act of touching, wearing, and continuing to use our products can lift your mood, even if just a little. We want to create that kind of switch together with everyone.” Q. What kind of activities do you hope to accomplish through this project, SANA? A. “I’ve tried so many products, but this is truly the best! “I’ve created something that I think is truly amazing. But it’s not finished; this is just the beginning. I want to make this a brand that can be further improved by listening to everyone’s opinions. I want to make this a brand that can properly receive the real feedback of customers and grow together with them.” Q. Finally, could you give a message to all the fans reading this interview? A. “Thank you for your continued support. Just like everyone else, I have my own complexes and days when I feel down. It’s precisely because of those fluctuating days that I wanted to create something to comfort others. Please wait a little longer for the details to be announced. Let’s work together to increase the number of moments that make you love each day a little more. And through this project, I hope to deliver the moment when people can truly love themselves.” Company Profile Company Name: FUSTNOT. Inc. Address: 3F, Leaf East Building, 2-14-13 Higashi, Shibuya-ku, Tokyo 150-0011 Representative: Representative Director Saito Shun Established: October 29, 2019 Business Activities: D2C business/marketing support, etc. Corporate Website: Please refer to our official website. EC site: https://belmise.com/shop/
