Delivering a Collective “Thank You” to Conclude Our 40th Anniversary | THANK YOU DELIVERY

June 9th is “Egg Day.”

This anniversary was established because the kanji for egg (卵) resembles the numbers “6” and “9.”

Eggs are not just food for SUNNY SIDE UP. They have been our symbol since our founding, featured prominently in our logo. Having walked alongside the “egg,” we celebrated our 40th anniversary last July.

We spent a great deal of time debating what to do for our special “Egg Day” on June 9th to mark the conclusion of our 40th anniversary year. Some ideas were grand. Others were serious.

After repeated discussions, we reached a conclusion. Here it is:

“Let’s deliver lunch.”

…It might not make sense at first. I was also confused initially.

Thus began “THANK YOU DELIVERY,” a gratitude project for our 40th anniversary year. The slogan is “Giving back from SUNNY SIDE UP.” It is a project to deliver special lunches to the clients who support us daily, as a token of our appreciation.

Furthermore, we didn’t just send these lunches. Our entire sales team delivered them personally, on their own two feet.

In an era where efficiency is constantly demanded.

Precisely because we are in the AI era, we chose manual labor.

In recent years, the evolution of AI has significantly changed the environment surrounding us.

PR and communication are no exception. Thinking of PR strategies, writing press releases, creating proposals—the things we can do by utilizing AI are rapidly increasing.

Because we are at such a turning point in history, we returned to our roots and asked ourselves: What is truly important in the work of PR, or “Public Relations”? What is the appeal of SUNNY SIDE UP?

SUNNY SIDE UP is not a company that delivers value through “tangible products.” What we deal with are people’s thoughts and the relationships between people themselves.

That is why we wanted to emphasize “tangible communication” once again.

Not via email or telephone, but by actually going to see them.Speaking face-to-face.Expressing gratitude directly in words, saying “Thank you for everything,” to the clients who support us every day.

To be honest, there might be smarter ways if we only considered efficiency. However, we started this project believing that such efforts are exactly what build better relationships between people.

Specially prepared for this project were “69 sets” of “Lunch” and “Tabloids,” in honor of June 9th.

Special lunch box to deliver gratitude for the 40th anniversary year

Special Gapao rice prepared for THANK YOU DELIVERY

Special furoshiki with a focus on usability and color

Special tabloid with “eggs” as the theme for the entire issue

The “occupational hazard” of PR professionals

THANK YOU DELIVERY is a project to deliver lunch. Normally, it should have ended with delivering the lunch and the gratitude.

However, these are PR professionals. What was supposed to be just delivering a “thank you” gradually grew into something more.

Before we knew it, members started writing handwritten messages. Some even agonized over how to convey their “thank you” to make the clients even happier.

It reached a point where the lunch box seemed like an afterthought. No one told them to do this. It was simply the desire to make the clients happy. It’s a typical “occupational hazard” for SUNNY members.

Members preparing messages of gratitude to be delivered to clients

And so, the preparations were complete.

Off to deliver 69 sets of “thank yous”!

June 9th, the day of “Egg Day”!
Members gathered in the morning and headed to their respective clients.

Carrying yellow cooler bags and message cards.

THANK YOU DELIVERY, which had been in preparation for several months, finally went live!

What we delivered that day was not just lunch.

It was 69 sets of “thank yous” 🟡

While it was a project to deliver gratitude to our clients, we also received many “thank yous” ourselves on that day.

The person who felt most strongly about this project

Actually, there was one person who had more passion for this project than anyone else.

It was Xiqiao Liu, President and Representative Director.

Xiqiao has a schedule packed by the minute, and even adjusting her appointments is a challenge. However, from the start of the project, she appeared at regular meetings with an incredible attendance rate. She watched over the project while actively contributing ideas on how to make clients happier and what form would best convey our gratitude.

On the day of the event, she said, “Since this is a project to express gratitude, I want to deliver it too!” and went out for delivery herself, carrying a cooler bag.

Her destination was Too Good To Go Japan.

A company where the president delivers lunch on foot. Thinking about it calmly, it seems quite rare.

But perhaps Xiqiao herself was the one who felt most strongly about this project and looked forward to it more than anyone else.

The project reaches its climax… a sudden “phone call”

There was one more person who did not miss this project.

Preparations were moving forward toward June 9th. Adjusting the number of meals, proofreading the tabloid text, planning delivery routes, counting ice packs… the office was becoming quite hectic.

At that moment, a phone suddenly rang.

I had nothing but a bad feeling.

She is someone who creates one fun project or event after another. From experience, after a phone call like this, a new “fun uproar” usually awaits.

When I answered, she said, “I hear you’re planning something interesting.”

Apparently, she had caught wind of THANK YOU DELIVERY.

“Delivery with gratitude… what’s that? It sounds fun!”

“Let me distribute some too.”

As expected, the premonition of a fun uproar was correct.

Thus, it was suddenly decided that Etsuko Tsugihara, President of SUNNY SIDE UP GROUP and founder of SUNNY SIDE UP, would also make deliveries. Her destination was Lotte, whom we have been assisting with PR and communication since our founding.

What we wanted to deliver at the end of our 40th anniversary year

We were able to deliver 69 sets this time.

In truth, we want to meet every single client who supports us daily and say “thank you” in person. That is our honest feeling.

THANK YOU DELIVERY was a project to deliver gratitude to our clients through lunch. But at the same time, it was an opportunity for us to face the concept of “gratitude” once again.

Why did we choose the slightly unusual project of “delivering lunch” to conclude our 40th anniversary year?

The reason is that, precisely because the nature of PR and communication is changing significantly due to technologies like AI, there was something we wanted to cherish once again.

No matter how much the times change, the value born from relationships between people remains the same.

People meeting people.
Speaking face-to-face.
And expressing “thank you” directly.

Seiji Kameda, Executive Committee Chair of the Hibiya Music Festival

It is precisely from such human relationships that a “fun uproar” is born.

We have believed this until now, and we will continue to believe it in the future.

To everyone who supports SUNNY SIDE UP.
Thank you very much, as always.

We will continue to stay close to your thoughts and keep creating “fun uproars” through the power of PR thinking!