There’s no question that every venture capitalist within 100 miles of Silicon Valley wanted to squeeze their khaki-clad selves into what had become tech’s hottest deal of late.

That would be to get a piece of the new round of funding for start-up phenom Pinterest.

But while piles of VCs and other investors tried to work every angle possible to noodge into the action, the iconoclastic CEO and co-founder Ben Silbermann decided to go big and go global by hooking up with a Tokyo-based Internet giant.

Japan’s Rakuten will invest upwards of $50 million in a $100 million round that values the social bookmarking site at $1.5 billion.

Rakuten is one of the largest online commerce companies in the world, with a flagship site Rakuten Ichiba, among others. It was founded in 1997 and had revenue of $4.7 billion in 2011.

Most important in Pinterest’s calculation was apparently the link with its CEO Hiroshi Mikitani, whose nickname is Mickey. One the richest men in Japan, Mikitani is one of the best known entrepreneurs there where he’s been described as “Richard Branson meets Jeff Bezos.”

I briefly chatted with Mikitani last night about why he decided on the Pinterest deal, in a conversation where he focused a bit on Rakuten’s famed “omotenashi” or “empowerment” philosophy. Simply put, the concept is that — unlike an Amazon — Rakuten is a facilitator of commerce, much like its shopping mall metaphor beginnings. The approach is to aid merchants rather than compete with them.

It’s a little eBay, a little Alibaba, some Etsy and even a little Amazon Web Services mixed in. It’s also a place that can move retail globally, which is presumably the attraction to it by Pinterest.

ATD: Why did Pinterest pick you?

Mikitani: We are not a venture capitalist. We got together and talked about our story and our history.

We agreed that we shared a vision of the future of Internet e-commerce.

ATD: Why make an investment?

Mikitani: When we started to talk about being involved in the round of investment, we wanted to invest as much as possible.

We were very impressed by their business model and also the management style.

ATD: What made Pinterest so attractive in comparsion to other similar companies?

Everyone is talking about social commerce and best solution to social commerce, but Pinterest really was the first to use graphics that well to connect with people.

Rarely have we seen such a powerful media and we were seeing huge traffic coming from Pinterest [to Rakuten sites]. It was much higher than anyone else.

ATD: What do you bring to the table?

Mikitani: I think there are some things we think we can do with our expertise. Ben and his team have an extremely strong commitment to make their products as attractive as possible.

But we have 40,000 stores in Japan and we can give them access to our customers and do aggregation to engage in everything. And we have sites in many other countries too.

ATD: How are you going to work together?

Mikitani: We are not going to stop them from doing dealings with other e-commerce companies. But we can have more constructive input on how to make their site more effective from e-commerce point of view.

This is a long-term arrangement and we have a strong committment and attachment to this business. We truly understand their business and respect their management.

The funding is expected to be announced tomorrow morning.

(Update: Rakuten confirmed the deal in a press release, which is below.)

The Tokyo-based Internet giant will invest upwards of $50 million in a $100 million round that values the social bookmarking phenom at $1.5 billion.

There might be other individual investors in the new round, but those were still to be determined tonight by Pinterest co-founder and CEO Ben Silbermann.

(Correction: We previously reported it was a $120 million round, but sources said it is $100 million. It’s possible more could still be added, as we heard conflicting accounts.)

While the latest round of funding for Pinterest has been the most hotly sought of late in tech circles, one source said Silbermann was looking for a global strategic investor and had talked to several large Asian companies.

Said one source on why he settled on Rakuten: “He just really liked them.”

The current investors in Pinterest, which is a social collection site where users can “pin” their interests via a handsome graphical interface, include Andreessen Horowitz, Bessemer Venture Partners and FirstMark Capital, as well as several well-known angel investors. That group had valued the company at $200 million last October, and are joining the new round pro rata.

Founded in 2008, Pinterest had previously raised a little under $40 million in funding.

It’s interesting that the latest round was not led by an institutional investor, since everyone and their mother wanted in on the deal. Sources said no new venture capital firms were included in the round and that is the way Pinterest’s quirky leadership wanted it.

Sources said Silbermann has been concerned with Pinterest’s global growth as well as fending off international clones, and was looking for a partner with which the start-up could work closely.

“Ben did not want any more VCs,” said one source. “He wanted an investor that moved the company forward.”

Rakuten will presumably help advise Pinterest on turning their pretty pictures into purchases, as commerce is already starting to emerge naturally on the site.

It’s a good choice of partners in that regard. Rakuten is one of the largest e-commerce companies in the world, with a flagship site Rakuten Ichiba. It was founded in 1997 and had revenues of $4.7 billion in 2011. Its CEO is Hiroshi Mikitani, whose nickname is Mickey.

One the richest men in Japan, Mikitani is one of the best known entrepreneurs there; he has been described as “Richard Branson meets Jeff Bezos.”

Earlier today, The Next Web reported that the funding was coming this week and said the company was looking at international partners, but it did not name Rakuten.

Rakuten Leads Investment In Pinterest

Global social commerce pioneer takes stake in online sharing service

TOKYO, May 17, 2012 – Rakuten, one of the world’s largest online marketplaces, today announced that it is leading a $100M investment in Pinterest, with participation from existing investors Andreessen Horowitz, Bessemer Venture Partners, and FirstMark Capital, as well as a number of angel investors.

The funding will allow Pinterest to continue improving its service and expanding its community globally. The investment also marks the start of a strategic partnership between Rakuten and Pinterest to help expand in Japan and into Rakuten’s 17 other global markets.

Hiroshi Mikitani, CEO of Rakuten said: “While some may see e-commerce as a straightforward vending machine-like experience, we believe it is a living process where both retailers and consumers can communicate, discover, and curate to make the experience more entertaining. We see tremendous synergies between Pinterest’s vision and Rakuten’s model for e-commerce. Rakuten looks forward to introducing Pinterest to the Japanese market as well as other markets around the world.”

Ben Silbermann, co-founder and CEO of Pinterest, said: “Our goal is to help people discover things they love, by connecting people through their shared interests. Bringing Rakuten on board gives us an amazing opportunity to move a step closer to this goal.”

Rakuten ranks among the top 10 internet companies in the world. Among its numerous online properties, its flagship B2B2C (business-to-business-to-consumer) model e-commerce site Rakuten Ichiba is the largest e-commerce site in Japan and among the world’s largest by sales. Its global presence has been reinforced through the acquisitions of leading online marketplaces Buy.com (US), Priceminister (France), Ikeda (now Rakuten Brasil), Tradoria (now Rakuten Deutschland) and Play.com (UK), and investments in Ozon.ru and AHA Life. Whereas other marketplaces may compete directly with sellers, Rakuten’s model seeks to empower merchants to deliver Omotenashi, a Japanese high service mindset, which helps sellers create lasting relationships with customers.

And here’s a video of Kara pontificating away on the subject for WSJ.com’s “Digits” show:

Rakuten is set on challenging Amazon’s global dominance by appealing to the third-party merchants Amazon works with today and by growing it’s digital content business to compete with the Kindle.

We recently learned about the company’s strategy through the eyes of Neel Grover, the CEO of Buy.com, Rakuten’s online shopping subsidiary in the U.S.

For now, Rakuten is admittedly Amazon’s much smaller competitor, though it is dominant in Japan.

The publicly held company is worth $14.5 billion compared to Amazon’s $85 billion market capitalization, and it pales in comparison to Amazon’s mass in the U.S. Buy.com is ranked 410th here versus Amazon’s sixth-place standing, according to Compete.

But Grover said Rakuten has a two-part plan for going up against Amazon.

First, it will target and partner with third-party resellers and merchants.

Amazon does this, too, but often ends up competing with the merchants because it has its own warehouses and products that it is selling, he said.

“Oftentimes Amazon will compete with the retailer. [Third-party merchants] teach Amazon what to buy and sell, which is ultimately not good for the merchant,” he said.

Rakuten, on the other hand, does not own any warehouses or any inventory itself and instead gives retailers — brick and mortar or e-commerce — the tools and traffic to support their own businesses.

In May 2010, Rakuten acquired Buy.com.

“I sought out Rakuten. … I thought their model was one that would give us a unique differentiator in the U.S. and we could learn and bring their model to our site and customers,” Grover said. “We are still in the final stages of transforming, and it’s taken a bit of time to get it transformed.”

But, he confidently added, “It will win out in the long-term.”

A similar approach is being taken by eBay, another e-commerce giant in the U.S.

The second part of Rakuten’s plan is to go after Amazon’s growing digital business, spanning music, e-books and other content.

In November, the Japanese company purchased Kobo, a runner-up in the e-reader race behind the Kindle and Barnes & Noble’s Nook. It paid $315 million in cash for the Canadian company.

Rakuten is banking on the Kobo in assisting with its move into providing downloadable media to consumers, starting with e-books.

At the time of the acquisition, Kobo CEO Michael Serbinis told All Things D that Rakuten will give Kobo the financial backing to grow internationally, as well as compete in the U.S.

“The U.S. is absolutely important. It’s fundamental. We have millions of U.S. users today, and we plan to grow that substantially, and internationally it represents a big opportunity as well,” he said.

Earlier this month, Buy.com started linking to Kobo from its site, so that consumers have the option of buying a physical copy of a book or a digital version. Other integration efforts are also under way.

It also wants to get into other digital content, like music. Back in 1999, Buy.com was one of the original sites to have a digital music store, but Grover said it was a pretty poor experience because of all the restrictions that record labels were mandating. A lot of that has now changed.

“We are definitely looking as a group at all digital content. … We are looking at different solutions, but today we have not continued on with our initial music store,” he said.

As with Kobo and Buy.com, acquisitions are always an option, he said.

“We’ll continue to look at everything that would make our business better. It hasn’t been shy over the past two years. We have a global vision to create an e-commerce marketplace offering all goods, and we continue to see that grow.”

And going up against Amazon, some serious growth is what Rakuten and Buy.com will need.

Rakuten is a dominant e-commerce company in Japan, but also operates internationally through other brands, including Buy.com in the U.S. It said the acquisition of Kobo will assist the company in its move to provide downloadable media to consumers, starting with e-books.

More details were revealed this afternoon in a conference call with Hiroshi Mikitani, chairman and CEO of Rakuten, and Kobo CEO Michael Serbinis.

In response to my question on the call, Serbinis said Rakuten will give Kobo the financial backing and market reach to grow internationally, as well as compete in the U.S., where he says the device has achieved high single-digit market share.

“The U.S. is absolutely important. It’s fundamental. We have millions of U.S. users today, and we plan to grow that substantially, and internationally represents a big opportunity as well,” Serbinis said.

Upon closing the acquisition, Kobo said it will continue to maintain its headquarters, management team and employees based in Toronto, Canada.

Kobo, which turns two next month, had recently raised $50 million in capital from investors, including Indigo Books & Music and Cheung Kong Holdings. Indigo says it will take home about $140 million from the transaction, which represents a return of more than 300 percent.

And who knows? Maybe John Chambers, Steve Ballmer and Brian Roberts will indeed say something important today and tomorrow at Quadrangle’s Foursquare conference. Chrysler’s Robert Nardelli is speaking too. He might have something newsworthy to say.

But you are unlikely to read about it.

That’s because there’s no press allowed at the private equity shop’s annual conference, which starts this afternoon at New York’s Plaza Hotel.

Or rather, there’s some press at the event. But they’ll be on stage. And they won’t be telling their readers and listeners what they saw and heard.

CNBC’s David Faber, Becky Quick and Maria Bartiromo, for instance, will be moderating panels over the next few days. So will the New York Times’ Andrew Ross Sorkin. And network TV news bigshots Katie Couric, George Stephanopoulos and Brian Williams will answer questions themselves (Portfolio’s Matt Cooper will be moderating that one).

Am I crabby because I asked (nicely) and couldn’t get in myself? Nah. It’s Quadrangle’s event, and they can run it any way they want. But it does look like a pretty good gathering of worthies. Maybe I’ll park myself in the Plaza’s lobby and see if I can bump into some of them.

Want to join me? Here’s the agenda for next two days:

Tuesday 11/11
2:00 PM WELCOME
Joshua L. Steiner (Quadrangle)

ONE ON ONE WITH JOHN CHAMBERS (Cisco)
Moderated by Jim Citrin (Spencer Stuart)

WHO DO YOU TRUST: INFORMATION AND NEWS IN AN  OPEN WORLD
Tom Glocer (Thomson Reuters), Nancy McKinstry (Wolters Kluwer) and Sheryl Sandberg (Facebook)
Moderated by David Faber (CNBC)

ALL ABOUT WIRELESS
Jean-Bernard Lévy (Vivendi), Naguib Sawiris (Orascom Telecom) and Ben Wolff (Clearwire)
Moderated by Steven Rattner

4:15 PM BREAK

GOING IT ALONE IN AN INTERCONNECTED WORLD
Philippe Dauman (Viacom), Charlie Ergen (EchoStar) and Robert Kotick (Activision)
Moderated by Becky Quick (CNBC)

GLOBAL E-COMMERCE: $500 BILLION AND GROWING
Barry Diller (IAC) and Hiroshi Mikitani (Rakuten)
Moderated by Steve Hasker (McKinsey)

6:15 PM COCKTAIL RECEPTION
Grand Ballroom Foyer
The Plaza

Wednesday 11/12
8:30 AM WELCOME
ONE ON ONE WITH STEVE BALLMER (Microsoft)
Moderated by Ken Auletta (The New Yorker)

INNOVATION AND THE NEXT BIG IDEA
Jean-François Decaux (JC Decaux) Robert Stephens (Geek Squad founder?) and Jim Wiatt (William Morris)
Moderated by Andrew Ross Sorkin (New York Times)

A CONVERSATION WITH SAM ZELL (Equity Group, Tribune Co.)
Moderated by Joanne Lipman (Portfolio)

10:00 AM BREAK

COOP-ER-TITION: A CONVERSATION WITH PETER CHERNIN (News Corp.) AND BRIAN ROBERTS (Comcast)
Moderated by Ken Auletta

REBUILDING A BRAND FROM THE TOP DOWN
Dan Hesse (Sprint) and Robert Nardelli (Chrysler)
Moderated by Maria Bartiromo

NOON Concluding Luncheon
CAMPAIGN 2008: IN FRONT OF THE CAMERA AND BEHIND THE SCENES
Katie Couric (CBS), George Stephanopoulos (ABC) and Brian Williams (NBC)
Moderated by Matt Cooper (Portfolio)

[Image Credit: PinkMoose]