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Generation Pass Co., Ltd. engages in the electronic commerce (EC) marketing business. It operates through the following business segments: EC Marketing, Product Planning and Others. The EC Marketing segment operates online stores such as Recommend on online marketplaces like Rakuten, Yahoo Shopping, and Amazon.com. It also offers e-commerce solutions on how to open and develop EC shops. The Product Planning segment provides support for dealing with original equipment manufacturer (OEM) products. These include product planning, development, manufacturing, and delivery. The Others segment consists of businesses involved in software contract development and systems development. The company was founded by Hiroaki Okamoto on January 18, 2002 and is headquartered in Tokyo, Japan.