banking

Sony Bank, the "Peanuts" Bank

Norbert Gehrke

05 Jun 2025 — 2 min read

Sony Financial Group has entered into a license agreement with Peanuts Worldwide LLC regarding the comic "PEANUTS" created by Charles M. Schulz, known for the globally beloved character "Snoopy." This agreement was concluded with the cooperation of Sony Creative Products, which holds the long-term exclusive agent rights for "PEANUTS" in Japan.

Since its newspaper serialization began in 1950, "PEANUTS" has been beloved by generations across all ages, continuing to inspire the world with stories depicting friendship, courage, humor, and everyday happiness. Sony Financial Group, which is scheduled to be listed on the Tokyo Stock Exchange on September 29, 2025, views this milestone as an important opportunity for "Sony Financial Group brand reconstruction" and "strengthening integrated branding across the financial group." By incorporating the world of "PEANUTS" into Sony Financial Group's brand activities and business operations, the group will deliver new value and experiences to more people.

Brand Strengthening and Philosophy Promotion Through Listing - Compatibility Between New Corporate Philosophy and PEANUTS Worldview

Sony Financial Group has established a new corporate philosophy system to clearly communicate "Our Vision" (what we aspire to be), "Our Values", and "Our Foundation", both internally and externally. In addition to "healthy lifespan" as the foundation of life and "asset lifespan" representing economic soundness, Sony Financial Group has newly defined "living authentically" as "inspirational lifespan." Sony Financial Group will work to realize Our Vision of "An inspiring life, together" by supporting their customers' three lifespans from both the joyful and anxious aspects of life.

"PEANUTS," which positions the casual "happiness" found in daily life as one of its main story themes, has high compatibility with Sony Financial Group's new philosophy. By communicating the worldview of "PEANUTS," which enjoys high favorability across all generations, through Sony Financial Group's corporate message, it will strengthen and promote Sony FG's branding.

Strengthening Integrated Financial Group Branding

Sony Financial Group operates life insurance, non-life insurance, banking, as well as nursing care and venture capital businesses. Going forward, each business plans to develop unique initiatives utilizing "PEANUTS" characters. Through touchpoints with a wide range of stakeholders including customers and employees, Sony Financial Group will create new brand experiences and advance toward realizing "Our Vision" of "An inspiring life, together." Sony Financial Group will also work to create new value through entertainment in collaboration with Sony Group companies.

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