Eliminating the Boundary Between Work and Play: The Philosophy of SUNNY SIDE UP Inc.’s New President, Kokubo

Hello, everyone. It’s been a while since I’ve written. This is O from the Public Relations Group.

This marks the 37th year since the history of SUNNY SIDE UP GROUP began.

If it were a person, they’d be in their prime, working hard and full of energy. (The author is exercising every night while watching YouTube workout videos to shed some belly fat.)

Setting that aside, in this blog post, we’ll share a story about what could be called a major “turning point” in the history of SUNNY SIDE UP GROUP.

■ A Major Turning Point in Year 37

Speaking of recent major turning points, in January 2020, we transitioned to a “holding company management structure,” and the holding company “SUNNY SIDE UP GROUP Inc.” was established to manage the operations of our group companies.

Meanwhile, “SUNNY SIDE UP Inc.” operates as a business company, responsible for marketing and communication services that leverage the PR-driven thinking at the core of the entire group.

Until now, both companies have been led by our representative, Etsuko Tsugihara. However, we are pleased to announce that Masato Kokubo has been appointed as the new President and Representative Director of “SUNNY SIDE UP Inc.”

※Tsugihara will continue to serve as Representative Director of both “SUNNY SIDE UP GROUP Inc.” and “SUNNY SIDE UP Inc.”

Kokubo is now entering his 24th year since joining SUNNY SIDE UP as a new graduate. I (also a new graduate hire, now in my 12th year—exactly one zodiac cycle younger, both born in the Year of the Rabbit) sat down with him in a Q format to hear his thoughts on becoming the new president. Here we go!

■ “As Someone Chosen from Within, I Want to Make This the Right Decision”

O)
Kokubo-san, first of all, congratulations on your appointment as the new President and Representative Director of SUNNY SIDE UP. Let’s get started with the interview!

Kokubo)
It’s fine to set up an interview, but I’m not exactly thrilled about doing one (laughs).

O)
That’s a cold start (laughs). Please go easy on me. So, how did you feel when you were appointed as the new president?

O)
Honestly, it was more like “Oh, okay” (laughs). I wasn’t particularly happy. I immediately realized that “this isn’t something I can handle all by myself,” so I recognized that I’ll need to rely on—or rather, be supported by (laughs)—those around me even more than before.

O)
How do you feel about becoming president as someone who came up through the ranks as a new graduate hire?

Kokubo)
I don’t know if being a homegrown employee was necessarily a good thing, but I feel that I need to make my selection the “right decision” moving forward. Basically, I see it as my turn. I can’t do everything myself, and I didn’t build this company, so.

■ The New SUNNY SIDE UP: A Team of Professionals Who Create News

O)
That’s your resolve, then. So, what kind of company do you want SUNNY SIDE UP to become?

Kokubo)
It’s not so much about what kind of company, but rather, since I didn’t come from outside the company, the fact that I only know SUNNY SIDE UP needs to become a “strength.” I want to make the good things that SUNNY SIDE UP has consistently built even better. That’s what it means for someone who only knows the inside to become president. My approach is to identify the direction we’re heading and make it even better.

O)
What do you think are SUNNY SIDE UP’s strengths? And what areas do you want to develop?

Kokubo)
SUNNY SIDE UP is a team of professionals who create news. That’s why the ability to create news should be ingrained not only in the company but also in each individual. As long as we’re a PR company, our core business is to serve as professional agents for the projects we’re entrusted with. I want both the company and individuals to build more strength and track records as professionals who create news.

O)
SUNNY SIDE UP’s slogan is “Let’s Have Fun!” If you were to put it in your own words?

Kokubo)
I wouldn’t really change it (laughs). But if I had to express what I’m doing, it would be “eliminating the boundary between work and play.” Making what I’m interested in my work. I think I’m the best professional at that.

■ “You Don’t Need to Think About Dreams That Far Ahead. It Actually Limits Your Possibilities”

O)
Is there anything you’d like to say to the team?

Kokubo)
I want people to work at SUNNY SIDE UP with the premise that “having fun is fundamental.” We renovated the office last year, and I think the work environment is becoming more comfortable year by year. So if you feel like you’re “not having fun,” change your approach—there’s definitely another way.

O)
What’s your secret to enjoying things?

Kokubo)
First, take an interest. And then, try to distance yourself from anything that isn’t fun (laughs).

O)
Finally, what are your dreams?

Kokubo)
I don’t have dreams. I don’t know what’s going to happen that far ahead, and I don’t think about it (laughs). Thinking about what I’ll be doing years from now feels like it would actually limit my possibilities.

I’m busy raising kids (laughs). More than that, I think “eliminating the boundary between work and play” is what’s important. And I want our team members to naturally embody “doing business while having fun.”

■ After the Interview

How was that? I hope you got a glimpse of Kokubo’s personality between the lines of the Q (laughs). More ambitious than anyone, warm-hearted (?), and always fair. That’s the impression I got from Kokubo after finishing the interview.

“You don’t need to think about dreams. It limits your possibilities.”

As Kokubo said those words and smiled behind his mask, I felt like his eyes reflected “the next fun commotion” that no one has seen yet.

Finally, I’ll close with a recommendation comment from Tsugihara about Kokubo (which was even included in the IR release). See you next time!

【SUNNY SIDE UP GROUP Inc. President and Representative Director Etsuko Tsugihara’s Recommendation】

Masato Kokubo was hired through our first-ever new graduate recruitment session and is a homegrown employee who has leveraged the knowledge and experience he has voraciously acquired since joining to lead our core PR business—a symbolic grassroots-type employee. From his first year, he carried himself with the presence and boldness of someone with over five years of experience, demonstrating the ability to overcome any crisis or adversity with composure and consistently delivering optimal results by focusing on the essence of the work—leading by example. Furthermore, having experienced our company during its small-scale days, he maintains a sense of crisis that “anything can happen,” which is why I expect him to demonstrate even greater leadership to navigate the times ahead.