Fuji Media Holdings and ITOCHU Announce Full-fledged Operations in Thailand

March 16, 2015

Fuji Media Holdings, Inc. (headquartered in Minato-ku, Tokyo; Hideaki Ota, President & COO; hereinafter “FMH”) and ITOCHU Corporation (headquartered in Minato-ku, Tokyo; Masahiro Okafuji, President & CEO; hereinafter “ITOCHU”) announced today that they will diversify their business in Thailand through the jointly established FI Media Project, Inc. (headquartered in Minato-ku, Tokyo; Osamu Kanemitsu, CEO; hereinafter “FIM”).
FIM will sell products from Dinos Cecile Co., Ltd., a mail-order operator that falls under the auspices of FMH, via TVD’s television shopping programs, Internet-based mail orders, stores and catalogs as part of its business tie-up with the largest TV shopping operator in Thailand, TV Direct Public Company Limited (hereinafter “TVD”), with which FMH and ITOCHU have a capital alliance. FIM is also pushing forward with setting up an e-commerce website that sells Japanese products in Thailand.
Also, FIM will plan and develop original cosmetics – to be introduced as a new beauty brand in Thailand – for the Qtiie.JP brand, which is a free decoration camera app for iPhones that is popular in Thailand and was created by system integrator FUJIMIC INC., which operates under the auspices of FMH. This original product is planned to be sold through TVD’s Internet mail orders as well as at stores operated by Tsuruha (Thailand) Co., Ltd., a Thai corporate arm of Tsuruha Holdings, Inc. (headquartered in Sapporo, Hokkaido).
Further a beauty variety program called BEAUTY VERSUS สวยสั่งได้ started airing regularly on the terrestrial television CH7 (*1) on February 7 in a bid to widely broadcast the allure of Japan’s world-class beauty and fashion culture. This program is one of the businesses that was set up by the Broadcast Program Export Association of Japan (BEAJ) (*2) in association with Mitsubishi Research Institute, Inc., as a model business in expanding broadcast programs overseas by utilizing terrestrial television as per the Ministry of Internal Affairs and Communications in fiscal 2014. ITOCHU is in charge of the project, with FIM responsible for the production. The move is aimed to boost beauty and fashion trends from Japan by airing this beauty program in Thailand, where there is strong interest in beauty.
FMH and ITOCHU will operate a three-dimensional business through FIM while maintaining an alliance with terrestrial television programming in Thailand and will consider expanding its overseas business even more to other Asian countries in the future.

  • *1) CH7 (Channel 7)
  • It is a commercial channel operated by Bangkok Broadcasting and TV Co., Ltd. (BBTV). The analog channel (CH7) has had the number one rating for over 10 years, along with the terrestrial digital channel (CH7 HD) that started last year.
  • *2) Broadcast Program Export Association of Japan (BEAJ) is a general incorporated association that was established in 2013 mainly by Japanese broadcasters, rights holders, major trading companies, with the objective of developing economic exchange between Japan and other countries through the promotion of Japanese television programming overseas as well as expanding broadcast programs in other countries.



A free decoration camera app for iPhones released in November 2013. Enhanced with make-up and decoration functions that use the Japanese Kawaii theme.
The Qtiie.JP brand’s original makeup products will go hand in hand with BEAUTY VERSUS สวยสั่งได้, with products to be presented based on the concept of transformation, which is the program’s theme.

Television program BEAUTY VERSUS สวยสั่งได้


Thailand: Terrestrial CH7 (simultaneous broadcasting on an analog and digital channel)

Started on February 7, 2015 (Sat.); every Saturday from 11:45 am to 12:00 pm

Japan: Scheduled to start airing on BS Fuji in June

A Thai and a Japanese  woman, who transform themselves with makeup, will appear with fully makeup face, They take their makeup off in the studio and show their no-makeup face. The winner will be chosen after they compete in terms of the changes made before and after putting on their makeup. The program will provide a narration of makeup techniques and will broadcast information on the latest beauty and makeup trends. The program will be hosted by Daijiro Enami, a newscaster on Fuji Television who is popular in Thailand, and Meow, Chief Editor of S Cawaii! Thailand who is influential among Thai women.

Official website
Simultaneous project Information will be transmitted via SNS and LINE, which have strong influence in Thailand, in addition to the official website for the television program.