Japan Post Capital joins $26m round for Singapore's AnyMind

This is Japan Post's first investment in the company. Sparx, an existing backer, participated via Mirai Creation Fund II. It brings the total capital raised since inception in 2016 to $62.3 million, with previous contributions coming from Japanese investors, including Line, Jafco, Toyota Motor, Dream Incubator, and KSK Angel Fund.  

AnyMind, previous known as AdAsia Holdings, specializes in technology-based advertising and controls a substantial portfolio of influencer assets across Southeast Asia, Hong Kong, and Japan, most of which have been acquired or launched in-house in the past year. Influencer marketing is a focused customer targeting method based on promotions by social media personalities. 

"With the diversification of consumer behavior and the digitalization of touchpoints between companies and customers, digital marketing is an area that is expanding and becoming more advanced," Shimpei Higuchi, a managing director at Japan Post Capital, said in a statement. "With a young, vibrant and powerful management team at AnyMind Group, I look forward to new business development and further growth not only in Asia but globally."

The fresh capital will be used to support a new partnership and direct-to-consumer marketing campaign with Lyft, a Japanese fitness apparel influencer business headed by entrepreneur and bodybuilding identity Edward Kato. The direct-to-consumer agenda is part of AnyMind's ongoing operational expansion, which saw the launch of a human resources management product called TalentMind in 2018. Earlier this year, Mirai Creation Fund II backed a similar platform in Japan called HR Brain. 

Japan Post Capital was established in 2017 to support Japanese start-ups that have the potential to leverage the network and brand of Japan Post Group. It has also made an LP commitment to Japan's Drone Fund, which has invested alongside Mirai Creation Fund II. Japan Post Group has otherwise targeted technology with the launch of Japan Post Investment Corporation, which combines resources of Japan Post Insurance and Japan Post Bank to back pre-IPO companies, including technology start-ups. 

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