ALE’s satellite, released 500 kilometres (310 miles) above the Earth, will gradually descend to 400 kilometres over the coming year as it orbits the Earth.
The company plans to launch a second satellite on a private-sector rocket in mid-2019.
ALE says it is targeting “the whole world” with its products and plans to build a stockpile of shooting stars in space that can be delivered across the world.
When its two satellites are in orbit, they can be used separately or in tandem, and will be programmed to eject the balls at the right location, speed and direction to put on a show for viewers on the ground.
Tinkering with the ingredients in the balls should mean that it is possible to change the colours they glow, offering the possibility of a multi-coloured flotilla of shooting stars.
Each star is expected to shine for several seconds before being completely burned up – well before they fall low enough to pose any danger to anything on Earth.
They would glow brightly enough to be seen even over the light-polluted metropolis of Tokyo, ALE says.
If all goes well, and the skies are clear, the 2020 event could be visible to millions of people, it says.