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Following Rakuten’s entry into Japan’s professional baseball league, Sato helped design the company’s new office spaces in Shinagawa, Tokyo, formed Rakuten Shugi, and helped launch Rakuten Ichiba’s first platform-wide sales. Rakuten Group went on to launch its first TV commercials featuring the high-energy Rakuten Card Man, and welcomed the much-loved Okaimono Panda character into the family. “Rakuten Card Man was a good one,” Sato reminisces. “That wasn’t an approach anyone else was taking. But that’s what made it memorable.”

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