GENDA, well-known for its "GiGO" game center, acquires Citram, the "Kleiner Figuring" company.

GENDA Corporation, known for its amusement machine rentals and the operation of the GiGO game center, announced the acquisition ofCitram Corporation, which operates an import and wholesale and domestic sales business for alcoholic beverages.

GENDA makes Citram a subsidiary.

GENDA Group emphasizes its goal of " building an entertainment network " through M&A in the "entertainment platform business" and "entertainment content business. The company is also a member of the "Entertainment Network". The addition of Citram, which is known for its Kleiner Feigling, a German liqueur popular among young people, to the group is expected to expand the food and beverage business.

GENDA operates the lemonade specialty store "LEMONADE By Lemonica" and the gourmet popcorn shop "HillValley. The company also conducts sales and campaigns in collaboration with animated characters. He also said that the addition of Citrum's liqueur products to the "entertainment platform" will bring "food as entertainment" to a new customer base.

GENDA commented that it will continue to regard the food and beverage area as an important theme in the entertainment business, and will aim to realize its Aspiration, "to make life more enjoyable for people all over the world.

Comment from Citram Inc.

Based on our corporate philosophy of "creating new value in the world," we have been branding alcoholic beverages for Generation Z through our product "Kleiner. Since we have proposed a new way to enjoy alcohol, we believe that we are not only an importer and wholesaler of alcoholic beverages, but also an entertainment company that provides a good time. Therefore, by joining the GENDA Group, which has the goal of becoming the world's number one entertainment company by 2024, we are confident that we will be able to provide even more enjoyable times and experiences to our customers. We will continue to work hard to provide even more attractive items to the world.

株式会社シトラム公式サイト