About Us
Our Mission, Vision & Values
Shaping a New Lifestyle That Shines at Night
At M, we are dedicated to creating a new culture of nighttime consumption and proposing fresh lifestyle experiences — offering more than just sweets, but moments that truly move you.
For anyone in search of a sweet escape after dark, we fuse aesthetic delight with rich taste to craft experiences that leave a lasting impression.
Our Mission
Our mission is to create more than just something cute or tasty. We deliver experiences that combine flavor, beauty, and feeling, offering comfort and joy through every moment.
By bringing a playful spirit to food culture, we aim to establish a new tradition of nighttime indulgence.
Our Vision
21時にアイス — On the road to 500 stores worldwide.
21時にアイス is a symbol of night culture — one that celebrates the joy of treating yourself with a small reward at the end of the day.
We are on a mission to share this uniquely Japanese dessert experience with the world, evolving from a simple sweets brand into full-fledged sweets entertainment.
From flavor and ambiance to design and storytelling, we offer a multi-sensory experience that delivers “nighttime happiness” to people around the globe.
Our Values
Since day one, three values have guided everything we do. They shape our culture, drive our growth, and define who we are.
Embrace Change
We welcome change as a chance to grow, staying flexible and forward-thinking in everything we do.
Create Opportunities
We don’t wait for chances — we make them. We face challenges head-on and always aim to stay ahead.
Have Fun
Joy is our energy. A opsitive spirit furls our team and flows into every experience we create.
Our Business Areas
Soft Serve Production & Sales
We offer our original soft serve mix, made with milk from Hokkaido for a light, refreshing taste. With over 20 menu variations available year-round, we provide unique sensory experiences through both flavor and presentation.
Açaí Product Manufacturing & Sales
Our high-quality açaí products are produced in trusted, hygienic partner facilities. Thanks to our original supply chain, we ensure a stable product supply and support both wholesale and franchise expansion.
Cup Ice Cream Production & Sales
Leveraging our expertise in soft serve, we produce original cup ice cream featuring elegant packaging perfect for gifts. Each cup offers a special moment worth savoring.
Hybrid Items (e.g., Crepes)
We offer seasonal items like crepes in the colder months, made with our original batter and tailored to seasonal tastes. A new line of winter sweets is set to launch in fall 2025.
Franchise Business
With over 40 locations in Japan and abroad, including upcoming openings in Taiwan, Saudi Arabia and South Korea, we’re rapidly moving toward our goal of 500 stores worldwide. As of May 2025, we’ve revamped our support system to ensure stable operations for franchisees.
Event Pop-ups
We actively participate in events and commercial venues across Japan, using our own branded kitchen cars for flexible, mobile operations. These pop-ups bring our brand experience directly to local communities.