Koichi Kitagawa, Formerly of Suntory, Discusses the Future of PR and the Potential of SUNNY SIDE UP
Hello, everyone. I am Furumoto from the SUNNY SIDE UP GROUP Public Relations Department.
On April 1 of this year, SUNNY SIDE UP Inc., which handles the core business of our group, appointed Mr. Koichi Kitagawa as Senior Strategic Advisor.
Why did Mr. Kitagawa—who for many years at Suntory Holdings handled the development and advertising of numerous innovative brands, including “Malts Super Premium” (the prototype for The Premium Malt’s) and “DAKARA”—decide to join SUNNY SIDE UP?
In this edition of SUNNY DAYS, we spoke with Mr. Kitagawa, the newly appointed Senior Strategic Advisor of SUNNY SIDE UP, about his thoughts on the appointment and his vision for the future.
Who is Koichi Kitagawa, the newly appointed Senior Strategic Advisor?
Born in Kyoto in 1959. As the only child of a father who practiced Kyo-Yuzen dyeing, he was exposed to art from an early age. During his middle and high school years at an all-boys school, he belonged to the drama club and wrote scripts. At the time, he aspired to be a doctor, but after seeing a formalin-preserved brain at an anatomy exhibition, he thought, “I can’t do this…” and changed his career path. He then entered the Faculty of Law at Kyoto University. After graduating from the university in 1982, he joined Suntory Limited. After working in the product development and advertising departments, he developed products such as “Malts Super Premium,” the prototype for the current The Premium Malt’s, Japan’s first happoshu (low-malt beer) “Hops Nama,” and soft drinks such as “Nacchan” and “DAKARA.” Later, as General Manager of the Advertising Production Department and the Food Advertising Department, he was involved in the production of advertisements for “Iyemon,” “BOSS (Alien Jones series),” “The Premium Malt’s (Eikichi Yazawa series),” “PEPSI (Momotaro series),” “Suntory Tennensui,” and “Tokucha.” In 2014, he was appointed Executive Officer and CMO of Suntory Beverage & Food International. In 2017, he became President and Representative Director of SUN-AD Co., Ltd. (hereinafter SUN-AD), and in 2021, he became Chairman and Representative Director, a position he will step down from in March 2025. He was appointed Senior Strategic Advisor of SUNNY SIDE UP in April 2025. |
Background of the Appointment—Feeling the Potential of SUNNY SIDE UP Firsthand
Mr. Kitagawa: The reason I accepted the position of Senior Strategic Advisor at SUNNY SIDE UP was that I was “forcibly pulled in” by Si-Chau (the company’s President and Representative Director, Si-Chau Ryu). Of course, I say that half-jokingly (laughs). But it is true that her enthusiasm moved me.
Originally, Si-Chau and I worked near each other, so we were friends who would go for “neighborhood drinks” to talk about business and other trivial matters as fellow executives. I had been with Suntory Holdings for over 40 years since I was a new graduate. One day, when I casually mentioned, “I’d like to carry a different business card soon,” Si-Chau said, “Please come visit us!” and I ended up going to their office.
My relationship with Si-Chau predates her joining SUNNY SIDE UP, and I had heard about the company’s reputation before. After she became President and Representative Director, I heard she was trying to transform SUNNY SIDE UP into “the most advanced PR and communications company of the 21st century,” which is where my interest began.
When I actually visited, the office was incredibly stylish and beautiful. I was impressed by the stylish design that incorporated SUNNY SIDE UP’s characteristic humor, such as the Central Kitchen where members can interact naturally and stimulate their creativity. Furthermore, the members working in the office were young and energetic. I remember being inspired by the sight of them facing their computers with serious expressions and engaging in active discussions with their colleagues.
However, the main reason why I, who had been devoted to Suntory Holdings my entire career, chose SUNNY SIDE UP for my first advisory role was “just because.” It was because I liked Si-Chau, the working members, and the office for no particular reason.
Think about your “hobbies.” Did you think of a reason before starting a hobby you’ve continued for a long time? For example, “I’ll start reading to become an intellectual.” Most likely, for the majority of people, you “just started, and before you knew it, it became a hobby.”
I don’t really like searching for reasons when making such important decisions. Things started with a specific reason can become boring once 그 reason collapses. I decided to join as a Senior Strategic Advisor without hesitation because I simply liked SUNNY SIDE UP and the people working there.
From a branding perspective, a state where customers think “I just like it” or “I just want it” is the ideal state for a company or brand (laughs).
Mr. Kitagawa’s View on Brand Communication—LOVE & GOOD LIFE, FUTURE
As I always mention in my lectures and speeches, I believe the most important keywords in corporate branding are “LOVE & GOOD LIFE” and “FUTURE.”
“LOVE & GOOD LIFE” means creating brand communication that is “loved by customers and makes their lives better.”
The “advertising” I have done so far, and the “PR and communications” that SUNNY SIDE UP handles, are not merely means of transmitting information. If it were just about spreading information, social media would be more effective.
The raison d’être of advertising and PR is “information transmission x value.” It is about delivering essential “value” to customers while simultaneously spreading information. Our ultimate goal is not information diffusion, but increasing corporate value by providing value to customers.
SUN-AD focuses on advertising, and SUNNY SIDE UP focuses on PR and communications. Even if the processes differ, the goal of increasing the value of the client company remains the same. It is about making customers like and love the brand or product, thereby improving their lives.
And “FUTURE” represents “expectations for the future.” Simply introducing past events, such as “this happened,” is no different from news. Advertising and PR must be something that makes clients and the consumers beyond them look forward to the future by releasing information. SUNNY SIDE UP has a brand message: “Make World Better—Creating hope for tomorrow through fun news.” I completely agree with that sentiment.
The value given to society through “LOVE & GOOD LIFE” and “FUTURE” translates directly into profit. While it might not sound like the most pleasant expression, it is a very important element for a company’s survival and growth.
When a company survives and grows through good advertising and PR, it can give back to its employees, which increases motivation. Seeing this, the company becomes even more loved by the world. This attracts a diverse range of talent, leading to even better advertising and PR work—this is how a virtuous cycle begins.
Kitagawa: “Verbalization is important for both advertising and PR. ‘LOVE & GOOD LIFE’ and ‘FUTURE’ are almost embarrassingly earnest words. However, they are universal. This is the ‘WHY’ of a company, and I want to think about PR as the ‘HOW’ to achieve that.”
Future Outlook—Becoming a ‘PR Branding Company’ through ‘Creative PR’
To produce good advertising, creativity that identifies the essence is essential. “Essence” means swaying and moving people’s hearts. Something that doesn’t move people’s hearts cannot be called good advertising. The same applies to PR.
I want to provide support that looks at “communication that moves people’s hearts” as a whole from various perspectives, without being confined to the framework of PR.
Both advertising and PR are changing daily, and past methods are no longer effective. During my time as President and Chairman of SUN-AD, I advocated for a “Creative Branding Company” with the slogan “Building brands through creativity” to differentiate us from other companies.
I want to apply the ideas gained from that experience to SUNNY SIDE UP in the future. It might be interesting to aim to be a “PR Branding Company” (laughs).
While advertising and PR are directed externally, internal awareness is just as important, if not more so. What truly matters is “how employees feel about that advertisement or PR.” Something created with passion will always reach the recipient.
It is often said at both Suntory and SUN-AD that the people who see a company’s advertisements the most are actually its own employees. In the case of SUNNY SIDE UP, it is necessary to be conscious of whether the PR and communication can make the members happy.
Just as a dish made with joy by a chef naturally tastes delicious, I believe the attitude of the creator is conveyed through advertising and PR.
PR filled with passion reaches not only the outside world but also the internal team, moving people’s hearts. I hope to shape such communication together while having fun.
While valuing flexibility, I want to create new “fun news” with Si-Chau and all the members.
A new SUNNY SIDE UP welcomes Mr. Kitagawa, who has handled innovative brand development and advertising production at Suntory Holdings.
Please look forward to the “fun news” we will create as an even more powerful team!
