Guiding Principle and Code of Conduct

Guiding Principle

We contribute to the spirit of mutual respect and self-development in the world and to the nurturing of ethical behavior in society by providing support that will enable partners to continue giving dreams and visions to children and society at large.

Code of Conduct

『We make a concerted effort so that athletes can
 develop further,
 receive higher esteem, and
 contribute more to society and the world.』

Origin of the company name and trademark

Company Name

Some may laugh at the name. However, believing that a name embodies the essence of a company, we intentionally selected an easy-to-understand name. We do not mean to claim that we are nice guys. Rather, the name represents a company that serves as a point of social contact, that is, a place where "nice guys can find and build a partnership." While we hope to partner with those who will consider not only their own interest, but also the interest of their colleagues, family members, and society, we will make every effort to become individuals of high integrity and humanity. That being said, we are not a charity organization, but a corporation in a competitive business world. It sometimes happens that our arguments become heated and negotiations become difficult. However, since the company and our partners aim at the same goal, that is, the successful settlement of the case at hand, we will spare no effort to end the negotiations with a friendly handshake so that we can work together again. It may sound idealistic, but this is why we selected the name NiceGuy Partners.


The two diamond shapes at both ends represent the partner client and our company, while the middle diamond shape represents the excellent synergy created through the partnership. The partnership we strive to build with each client is not merely a combination of the two, but a partnership that increases in luminance for triple, quintuple, and septuple growth.

Company Profile

Company Name NiceGuy Partners, Inc. (NGPS)
Establishment September 11, 2009
President Hiroshi Kinoshita [Profile]

Hiroshi Kinoshita
Born in Kumamoto. Graduated from Kumamoto High School in 1994 and from the Faculty of Business and Commerce, Keio University in 1998.

In 1998, he joined Mitsui & Co., Ltd., and worked at the supply headquarters. He was later assigned to work in the United States and China, where he was involved in the import and export of sports and leisure goods, domestic procurement of electronic device components within China, and the export of pulp and paper to China.

In 2004, he left Mitsui and joined Sunny Side Up, Inc., where he took charge of special assignments from the president. He led projects that provided support for top athletes, produced the Japanese version of white bands, and made Carbon Offset New Year's Cards for the Japan Post Service. He later became PR 1 division manager and was responsible for a variety of PR clients, including the Japan Post Service Group, National Federation of UNESCO Association in Japan, and Tohato Inc.

Mr. Kinoshita has always been a baseball player and supporter since early childhood and contributed to winning the championship in university league competition as the assistant chief of the baseball club at Keio University. He won the Tokyo Big Six League Best Nine prize twice and was selected as a member of the team from the Tokyo Big Six Baseball League and as a candidate for the team representing Japanese universities.

Location 4-26-27/3F, Jingumae, Shibuya-ku, Tokyo
Tel +81-3-5772-6557
Fax +81-3-5772-6558
Main Bank Kasuga-cho Branch, Bank of Tokyo-Mitsubishi UFJ