What is Kitsune
Update your company website just by talking.
Write articles. Change service details. Rewrite prices. Add new pages. Go multilingual.
It all starts with talking to AI.
What changes
What it is
Until now, a website was something a person operated one step at a time through an admin panel. WordPress is the most successful CMS built on that assumption.WordPress isn't the problem.The assumptions have changed.
Two levels
Writing articles. Editing text. Changing prices. Swapping images. Adding FAQs. Creating new pages. Translating.
Updates like these can be handed to AI simply by talking to it.
Changing the design. Adding new features. Building search. Connecting external data. Reshaping the database.
This can also be built through conversation with AI. But it isn't just an update. It's the realm of designing what to build and how to build it.
Until now, “fix this wording” was a job for the CMS, and “add a search feature” was a job for a development company. With Kitsune, both start at the same place: a conversation with AI. The only thing that changes is the skill people need, depending on how deep the change goes.
Features
Because it was built to be handled by AI, Kitsune ended up different from WordPress right down to its foundation.
Every time a page opens, WordPress runs PHP, loads themes and plugins, and queries the database again and again. Kitsune has a light setup with nothing extra piled on, and is served from Cloudflare's locations around the world.
WordPress has its own set of entry points: the core, PHP, themes, plugins, the database and the login page. Forget to update any one of them, and it becomes a way in.
Kitsune has no PHP, no themes and no plugins, so the number of entry points is different from the start. On top of that, you get Cloudflare's protection as is, and you can even place the admin panel behind Cloudflare's authentication.
Keeping WordPress running comes with a whole list of ongoing costs.
Kitsune runs on Cloudflare, so the infrastructure cost of keeping a site running shrinks. A site with little traffic doesn't need a server running every month, and when traffic suddenly spikes, you don't need to upgrade one either.
Instead of fitting your site to plugins,
build features that fit your site.
With WordPress, when you want a feature, you first go looking for “a plugin that does it.” Kitsune is different. Both the look and the features are built for your site, and changing the look later is easy too.
Technically, it runs on Cloudflare (delivery and servers), D1 (database) and Astro (page generation).
Migration
We handle all of the migration work.
You can keep your existing URLs exactly as they are, or switch to new URLs connected with 301 redirects.
Rather than hunting for the same plugins, we build what they did on Kitsune.
Why "Kitsune"
Kitsune is the same. It can become a booking site, a product database, a news site or a ranking site.
That's why we named it Kitsune, the Japanese word for fox.
Design
Kitsune doesn't have a “right way” to use it. What AI reads, what it creates, what gets automated and what people decide: that differs from company to company.
Who it's for
Built once and almost never updated. Just a company profile and directions, touched a few times a year.
For a site like that, what you have now is enough. There isn’t much point in bringing in Kitsune.
On sites like these, updating is part of the daily work. Kitsune is a CMS built to make that work far lighter.
Writing articles. Editing text. Swapping images. Changing prices. Adding new pages. Fixing outdated information in bulk. You can do all of this through a conversation with AI, without hunting around an admin panel. You don’t even need to be at a computer; you can give instructions from your smartphone.
The more often you update, the bigger Kitsune’s impact. We think it’s an especially good fit for sites whose content changes constantly, like e-commerce with products, prices, stock and campaigns. It can also be extended to change what’s shown at set times, show different information depending on conditions, or update automatically from external data.
Kitsune is less “a CMS for building websites”
and more a CMS for keeping websites running every day.
Works
All five run on the same Kitsune. Yet each one does something completely different.
Jiu-jitsu news
Let's BJJ World News
Gathering → writing → translating into 5 languages → improving past articles
4,300+ articles × 5 languages
First-hand news from the international jiu-jitsu and grappling scene that rarely reaches Japan, delivered with the local perspective intact. Launched in May 2026, it passed 4,300 articles in about four months. Every article is translated automatically into five languages (Japanese, English, French, Korean and Traditional Chinese), then published and updated automatically.
letsbjj.com →
Anime popularity tracking
AniHeat
Gathering → a proprietary Heat Index → daily rankings
10 categories measured daily
A site that measures the real popularity of this season's anime every day. It automatically gathers everything about anime (titles, characters, voice actors, songs, source material, events, merchandise, films, staff and studios) and ranks it all with its own Heat Index. Available in Japanese, English, French and Spanish, all updated automatically. Launched in July 2026.
aniheat.com →
Supplement guide
Supplinow
Book data → product database → price and stock sync
11,000+ products
Shows at a glance whether the supplements recommended in popular health books can be bought on iHerb right now, at what price, and whether they're in stock. It covers 113 health books, with prices and stock synced automatically every day. Launched in July 2026.
supplinow.com →
NBA news
hoopswin
Gathering local news → writing → publishing in multiple languages
1,797 articles
Delivers how the NBA is talked about locally, the kind of coverage that never reaches Japan. It doesn't just translate local news; it conveys the perspective of the people there. Published in Japanese and Portuguese and updated daily by AI. Launched in July 2026, with 1,797 articles in about two months.
ja.hoopswin.com →
Premier League
EPL News
Gathering local news → writing → publishing in multiple languages
1,362 articles
Delivers how the Premier League is talked about locally, the kind of coverage that never reaches Japan. It doesn't just translate local news; it conveys the perspective of the people there. Published in Japanese, Portuguese and Thai and updated daily by AI. Launched in July 2026, with 1,362 articles in about two months.
ja.epl-news.com →
Figures as of September 11, 2026
Media like these can be designed fast, launched fast and run cheaply. Every one of the five sites above launched just two to four months ago.
The way media is built has completely changed, and we at Let'sBJJ Inc. have the know-how. That's why we can propose changing the way blogs and media are run altogether.
One example
The jiu-jitsu news site “Let's BJJ World News” is one example we built on top of Kitsune. Launched in May 2026, it runs everything from article generation to translation, and even a podcast, through the flow below.
By cross-checking analytics against published articles, AI suggests to the administrator what should be written next.
They review the suggestions and decide what to make and what to skip. To change the direction of the content, they just say so here.
Articles are written automatically, then translated into English, French, Korean and Traditional Chinese and published. The previous day's news also becomes a podcast.
Looking at which articles are read and which aren't, we go back and restructure past articles. Even after publishing, articles keep changing so they get read.
And then on to the next suggestion. AI's job ends at suggesting and doing the work; people decide what goes on the site.
* Anything that runs automatically, such as generating articles at set times, needs a separate server to run it, apart from Kitsune.
Beyond WordPress
It can also do things that were hard with WordPress.
Find what you're looking for among thousands of articles, instantly.
Article search on letsbjj.com →Take in readers' likes and submissions, and reflect them on the site.
Gear shop directory →Features like these are no longer special.
WordPress simply gave you that little freedom.
Story
Kitsune started out quite simply.
If we were going to build websites with AI, wouldn’t it be handier to have a shared CMS at the center? That was the first thought.
Ask AI to “build a site like this” and today it can get you a long way. But rather than building the whole structure from scratch every time, it’s far easier to have a shared foundation, like WordPress, and change only the look and features on top of it.
And there are an enormous number of WordPress sites out there. Build a CMS with a structure close to WordPress, and moving existing sites over becomes easy too. That is where Kitsune began.
The goal was never to rebuild WordPress as it is.
It was to keep WordPress’s easy-to-understand structure while making something faster, easier to secure, easier to extend, and cheaper to run.
Because Kitsune is built on Cloudflare, it doesn’t need a big server running around the clock like a traditional website. It runs at very low cost day to day, and copes easily when traffic grows. I run several sites on Kitsune myself, and the infrastructure costs are much smaller than with traditional website hosting.
As I kept using it, I realized one more important thing: building a site and updating it should both simply be easy.
Not writing a detailed spec first, locking the design, writing code and only then building the site. Instead, starting from “this is the site I want” and building it through conversation with AI.
Writing articles.
Editing text.
Adding pages.
Changing the design.
Adding the features you need.
With Kitsune as a shared CMS at the center, you no longer have to build everything from scratch each time.
We have also migrated sites from WordPress to Kitsune several times. Even a site with a large number of articles has been moved within the same day, with its look barely changed.
It looks the same. But underneath it’s new, with better speed, running costs and room to grow. You can even add features the original site never had.
So if you like your current design, there’s no need to change it. You can keep the front as it is and replace only what’s underneath.
Kitsune is especially good at content-driven websites: corporate sites, blogs, news sites and information sites.
Separately, we also develop “SubPro”, a platform dedicated to video subscriptions. It is designed for membership sites, with payments, member management and content protection built in from the start.
It is a separate system from Kitsune, but the know-how we built up there in payments, member management and security design carries over. So if you need them, we can add payments or memberships to Kitsune and customize it further for your purpose.
We have built all kinds of sites with Kitsune and used it for real migrations from WordPress. Along the way,
Fast.
Cheap.
Easy to secure.
Easy to migrate to.
Free to extend.
And easy for AI to work with.
these qualities became clear.
It had become far too good a system to keep to myself.
That’s why I decided to offer Kitsune to others.
Hiromichi Fujiwara, CEO, Let'sBJJ Inc.
Getting started
Kitsune isn't sold as software. Getting started begins with a conversation.
As described above, bring your current site as it is. We move the posts, the design and the URLs, and handle all of the migration work.
Running it is simply easy. Just talk, and the articles keep coming.
What kind of articles, and at what pace? We work out how to run it together, starting with a conversation.
Price
Kitsune can do a wide range of things. So when you ask “how much?”, we listen first, decide what to do one item at a time, and then answer. We don't charge for anything you don't need.
Each set up separately, and looked after separately.
Everything included from the start.
FAQ
Generally, no. We build the new site separately and switch over once you have reviewed it. Your current WordPress site keeps running right up until the switch.
We start by reviewing the plugins you use and what each one does. Some features, such as SEO and redirects, are built in from the start; anything else you need, we build on Kitsune to do the same job. If you like, we can also add features you could never have before.
Yes. There is an admin panel for editing articles, pages, categories, images and SEO settings. You can update the site either by talking to AI or through the admin panel.
Nobody can promise rankings. But the number one reason rankings drop after a migration is changing URLs. You can keep your existing URLs exactly as they are, or move to new URLs connected with 301 redirects. Search-engine settings such as titles, descriptions, structured data and sitemaps are built in as standard.
We carry your current design over. You can also take the opportunity to redesign it from scratch.
We recommend Claude Code. Whoever manages the site can work with all of it from Claude Code. If you only want AI to handle article editing, there’s also a lighter way to connect AI to just the editing side (MCP).
By consultation. Costs vary a lot with what you need, so we listen first, decide things one by one, and then give you a price. We don't charge for anything you don't need.
For agencies
Web production with Kitsune doesn’t have to be done by us alone. We welcome collaboration with web agencies, design firms, marketing companies and others.
We also take on joint proposals, migrations and custom development built on Kitsune. If you want to make web production and operations lighter than before, we’d be glad to hear from you.
Get in touch →Contact
What you have it do differs from company to company.
How could your company use its website and AI? Let's start there, together.
