ALEX Founding Statement (Formulated in 2011)
Japan, which established a world-renowned position during its period of rapid economic growth—particularly in the manufacturing industry—has since experienced prolonged stagnation. With the arrival of the internet age, its international standing has continued to decline. Deeply concerned about this situation, we are launching this enterprise with the ultimate goal of revitalizing Japan’s foundation as a nation capable of once again making significant contributions to the world. We aim to do so by actively promoting Japan’s outstanding human resources, ideas, concepts, designs, technologies, products, culture, and lifestyle habits to the global community.
We intend to fully leverage the opportunities presented by the internet age and the benefits of technology, which have made it easier to access global markets. Our mission is to build a business platform that targets not only the domestic market but also the international stage. On this foundation, we will discover and nurture individuals capable of revitalizing industries, and together—with them or through the outstanding, locally-rooted Japanese products they develop—we will create new businesses on a global scale.
Through these efforts, we seek to contribute to the enhancement of Japan’s national strength and the enrichment of the lifestyle and culture of its people. At the same time, by introducing Japan’s exceptional talent and products to other countries, we hope to play a role in the prosperity of nations around the world.
CEO Message (April, 2025)
It has been some time since we formulated the “ALEX Founding Statement” above, and the world has changed even more significantly since then. However, the passion and commitment declared in that statement remain at the very core of ALEX, and we continue to hold them dear.
Today, our company operates with three main pillars: cross-border e-commerce, healthcare, and media. Through these businesses, we introduce the charm of Japan to the world and deliver its unique value to people across the globe every day. Our customer base now spans over 100 countries worldwide.
Having experienced the COVID-19 pandemic and ongoing conflicts, we now live in an era shaped by artificial intelligence—an age in which both work and lifestyle are undergoing dramatic transformation. And we believe these changes will only continue. In such a dynamic world, we are committed to focusing on “enduring values”—values that remain unchanged even amidst change—to serve our global customers.
Japan, a country that has long cherished its traditions, is home to countless products and practices that retain their value regardless of the era. As one of the world’s leading nations in longevity, Japan is also gaining attention for its contributions to global health, through both its products and lifestyle—offering enduring value to people everywhere.
At ALEX, we will continue to dedicate ourselves to sharing these timeless Japanese values with the world and contributing to the happiness and well-being of our customers around the globe.
Koichiro Tsujino
Founder & CEO ALEX Corporation
CEO Profile
Koichiro Tsujino
Born in Fukuoka Prefecture. Graduated from Keio University’s Graduate School of Engineering in 1984 and entered Sony Corporation in the same year. Through the company’s overseas study program, went to the United States to study at California Institute of Technology’s Department of Electrical Engineering. Developed such Sony hit products as the “VAIO” personal computer, the “Sugoroku” HDD DVD recorder, the “CoCoon” television channel server and other major products. After resigning from Sony in March 2006, joined Google in 2007 and was appointed President of Google Japan. Played a key role in Google’s growth in the Japanese market. Resigned in April 2010 to establish ALEX Corporation. Currently serving as the representative director, president and CEO of ALEX Corporation.
Outside Director, KLab Inc., June 2011 – March 2016; Outside Director, AOI Pro. Inc., June 2012 – July 2016; Visiting Professor, School of Commerce, Waseda University, April 2012 – March 2017; Cabinet Office Advanced Information and Communications Member, Subcommittee on Regulatory and Institutional Reform, Strategic Headquarters for the Promotion of a Networked Society (IT Strategy Headquarters), October 2013 – August 2016; Advisory Member, Kanagawa Prefecture ME-BYO Summit Kanagawa Executive Committee, June 2016 – September 2018; Outside Director of Weathernews Inc., August 2017 – August 2021; Outside Director of SMBC Nikko Securities Inc., since June 2022.
Wrote the books, Everything Needed at Google I Learned at Sony (2010, Shinchosha, 2013, Shincho-Bunko), Forget your Experiences of Success (2014, PHP), Courage to be a Leader (2016, Nippon Jitsugyo Publishing), Keep your head up – Why Google is not born from Japan? (2016, Bungeishunju), “Sony’s DNA” – Key to Revitalize Japan (2018, Kodansha).
Currently publishing “Inside the Mind of Koichiro Tsujino, Former President of Google Japan” – a newsletter to help you develop the ability to grasp the essence of the times –, on Magmag, the biggest mail magazine platform in Japan.
Origin of the company name: ALEX
We chose the name ALEX because it’s a friendly, easy-to-pronounce name that can be understood and spoken by people around the world. The letter “A” represents the beginning, as it is the first letter of the alphabet. It symbolizes our drive to take on new challenges and explore uncharted territory. “AL” stands for Active Life, reflecting our mission to contribute to vibrant and dynamic lifestyles for people everywhere. “EX” represents Experiences, Execution, Exploration, Extraordinary, Entertainment, and the limitless possibilities we strive to pursue.
Our global eCommerce platform, ALEXCIOUS, is a blend of “ALEX” and the words Precious, Gorgeous, and Delicious, capturing the essence of something special, beautiful, and enjoyable.