Looking back on 2025 with plenty of fun commotion: We held the SUNNY SIDE UP GROUP year-end company gathering.

Hello, I’m Sunny-chan!

Before we knew it, 2025 was already in the final stretch.

This year saw major shifts both in society and within the company—from exploring how to work with generative AI to lively discussions about the Expo. At SUNNY SIDE UP GROUP as well, we stayed close to these changes of the times while creating plenty of fun commotion along the way.

In this article, we will briefly look back on some of this year’s highlights, along with a look at our annual year-end company gathering. We hope you will enjoy reading!

Key topics from 2025

▼ Kodansha Gekisaka × SUNNY SIDE UP joint project “Gekisaka Research α” launched! (January)

“Gekisaka Research α” is a joint initiative launched by Kodansha’s soccer media outlet “Gekisaka” and SUNNY SIDE UP. This data marketing project leverages lifestyle and consumer behavior data on Gen Z to Gen Alpha soccer players and fans for corporate marketing, creating new business opportunities. It drew attention for innovation that goes beyond the boundaries of sports.

▼ Koichi Kitagawa appointed Senior Strategic Advisor at SUNNY SIDE UP (April)

Mr. Kitagawa, who has led numerous acclaimed campaigns at Suntory and Sun-Ad, was appointed Senior Strategic Advisor at SUNNY SIDE UP. Centered on integrating PR, creative, and marketing, he supports the creation of even more “fun commotion” by advising both internally and externally on brand building and organizational development.

▼ EcoVadis “Bronze Medal” awarded (June)

In a sustainability assessment covering more than 150,000 companies across 185+ countries, SUNNY SIDE UP GROUP received high marks in areas such as “Labor Human Rights” and earned the “Bronze Medal,” awarded to the top 35% of companies. Following B Corp certification, this further strengthened our standing as an organization trusted by society.

▼ Updated 32 Benefits, including “Dear PARENTS” and “Dear FAMILY” (August)

New programs were added to our unique employee benefits package, 32 Benefits, including “Dear PARENTS” for childcare and caregiving support and “Dear FAMILY” to deepen connections with family. Along with supporting members who work while raising children or providing care, we also held family-participation internal events—further evolving initiatives that encourage “working joyfully and living joyfully.”

▼ Established joint venture “KEI CONCEPT Japan” with three-Michelin-star chef Kei Kobayashi (September)

Together with Chef Kei Kobayashi—the first Asian chef to earn three Michelin stars in France for six consecutive years—we established a new company, “KEI CONCEPT Japan.” SUNNY SIDE UP GROUP will support the creation of value for the “KEI” brand through the power of PR and communications. Beyond the restaurant business, we will deliver the power of sensibility to the world through brand development that expands across the entire lifestyle sphere.

▼ SUNNY SIDE UP launches the “AI Dialogue Relations Team” for the generative AI era (November)

To balance the use of generative AI with ensuring information reliability, we welcomed leading AI expert Takayuki Fukatsu as an advisor and established the new “AI Dialogue Relations Team.” This initiative has begun with the aim of building companies and brands trusted by both AI and people.

We held the SUNNY SIDE UP GROUP year-end company gathering!

December arrived after a year filled with many different forms of fun commotion we have introduced so far.

As the final internal event of 2025, we held the “SUNNY SIDE UP GROUP year-end company gathering” on the 8th floor of the Sendagaya office!

The gathering began with a video message from our President and CEO, Tsugihara, who shared words of gratitude with the members who gave their all throughout the year.

And the long-awaited toast was led by Shi-Chau, President and CEO of SUNNY SIDE UP!

As glasses were raised with a cheer, the venue filled with smiles and applause, and the atmosphere quickly shifted into full year-end gathering mode to close out the year.

Conversation naturally flowed over the lavish meal prepared for the occasion.

Members who ran through the year together enjoyed a time of friendly conversation over food, with delicious drinks flowing as well.

Here, we will highlight some of the premium food drinks, featuring products for which SUNNY SIDE UP handles PR and communications!

2foods, a food brand by TWO Inc. with the slogan “There are always two things you want.” From left: four varieties of “2Snack,” addictive in “deliciousness” yet guilt-free; the energy drink “2Energy” containing “Zynamite ®︎ (Zynamite),” which includes dried mango leaf extract (drawing attention as an alternative caffeine ingredient); and “2Gummy LIPOSOME VC,” Japan’s first gummy containing liposomal vitamin C.

From Kobe-born long-established bakery DONQ: the German traditional Christmas sweet “Stollen,” available exclusively for the “Christmas Fair” 🥯

From Bel Japan: the hugely popular products from “Kiri,” the No. 1* cream cheese brand 🧀—“Kiri Creamy Portion Plain,” “Kiri Stick Plain,” “Belcube Italian Select,” “Belcube Popular Flavor Select,” and “Boursin Black Truffle Salt.”

* INTAGE SRI, cream cheese market, cumulative sales value from January 2025 to December 2025

In addition, at this year’s event—following the job offer ceremony—Mr. Harumichi Fukuda of Chogaku Harumichi Co., Ltd., a traveling sushi chef service, appeared at the Sendagaya office! 🍣

As sushi was prepared right in front of everyone, a crowd naturally gathered around.

Freshly made sushi was exquisite.

It became a time that satisfied both heart and stomach—as a “reward for all the hard work this year.”

And in the second half, it was time for the raffle—everyone’s favorite!

With premium prizes, the excitement was huge—applause erupted not only for the winners, but from everyone around them as well!

Closing out the year with gratitude

In 2025, each member of the group continued running forward throughout the year, demonstrating their strengths in a variety of situations.

The year-end work wrap-up event became an irreplaceable time to look back on the year and once again share “great job” and “thank you” with one another.

All of us at SUNNY SIDE UP GROUP plan to come back even stronger after recharging over the year-end and New Year holidays. We appreciate your continued support next year as well.