CAPS Association is a Tokyo brand strategy and communications firm founded in 1986. We sit between consultancy and creative agency: we diagnose what a brand actually means to Japanese consumers — including, increasingly, how it is described by the AI tools those consumers now ask first — before we recommend what it should say. We work in both directions, helping international brands land properly in Japan rather than simply translating a global playbook, and helping Japanese brands like Kawasaki Motors build communications that travel. Our work spans corporate and product identity, communications strategy, and brand books. Clients have included Delta Hotels, Coach Japan, McDonald's, ENEOS, and the Japan operations of European mobility brands including KTM, Husqvarna, Peugeot Motocycles and bimota.