“Take on challenges and express yourself”: Three global team members discuss the culture that brings out the power of diversity

Within SUNNY SIDE UP GROUP, which is centered on PR and communications, there are multiple companies developing a wide range of businesses, including branding consulting, planning and managing fashion shows, and talent casting.

The Group employs around 500 members with diverse backgrounds in Japan and abroad. At each site, they leverage their unique perspectives and strengths to keep creating “fun commotion” in the world.

This time, we invited three members with roots in India, the Philippines, and Korea for a roundtable discussion. They spoke about the appeal and fulfillment of working at SUNNY SIDE UP GROUP, as well as the power of “diversity,” which is essential to maximizing the impact of communication.

“Fun commotion” that caught my eye even when I could not read kanji

—Please tell us how you came to join SUNNY SIDE UP.

Prameeta: When I was in university, I found the website while looking for PR work. At the time, I could not read kanji, but the phrase “fun commotion” left a strong impression, and my first thought was, “This sounds interesting.” After entering graduate school, I saw a global recruitment posting and applied.

SUNNY SIDE UP / Public Relations Division / Prameeta Selvakumar

Sofia: I studied public relations in university and wanted to do work that makes an impact on society, so I pursued the PR industry. What drew me to SUNNY SIDE UP GROUP was not only that it seemed “fun,” but also that it moves society through communication.

Kang: In my case, seeing the K-pop boom sparked by groups like “BIGBANG” and “Girls’ Generation” during my university years made me feel there was great potential in Korean content. That led me to join Kumnam Entertainment, a full-service advertising agency that had only recently been established in Japan. Since then, as part of the Group, I have worked across a wide range of areas as a bridge for Japan–Korea business.

—What do you see as the strengths of SUNNY SIDE UP GROUP as you work here?

Prameeta: I really like that there are not strict restrictions on things like suits or hair color. I place particular importance on being able to express myself through what I wear.

This is not limited to clothing; overall, I feel it is a workplace where it is easy to express yourself. Even in work situations, I remember that from my first year, senior colleagues welcomed me with the attitude of “We would like to hear your ideas.” I never once felt any barrier like, “What could you possibly know in your first year?”

It is not just that you can share your opinions; if I say, “I want to take on a challenge,” they trust my motivation and capabilities and entrust me with the work. For example, most recently, when the President of Iceland visited Japan, I conducted the briefing for the President on my own. I believe it is a company where even younger employees can gain valuable experience.

My long-held wish came true, and I moved into fashion-related work

—It is encouraging to be entrusted with challenging work regardless of age. Sofia, how about you?

Sofia: As Prameeta mentioned, the culture of providing opportunities to take on challenges if you want them is a major appeal. I currently belong to “Steady Study,” which handles the planning and management of fashion PR, and that is because since joining I kept expressing my wish: “I love fashion, so I want to be involved with it as my work.”

Steady Study / PR Division Juanita Sofia Pelaez

A major factor in creating an environment where younger employees can take on challenges is that “everyone—peers and seniors alike—is kind.” If there is something I do not understand, the people around me will teach me until I do and help me out. That is why I feel comfortable raising my hand.

At the same time, they are also professionals who continue to follow trends with a high level of awareness and consistently exceed the expectations of clients in Japan and abroad. Because they pursue results, they also have a strong mindset of “Let’s not do unnecessary work.” I feel it is truly a highly educational environment.

—Working with people you can respect is also motivating when moving work forward. Kang, how about you?

Kang: In my case, I feel that one of the biggest attractions of SUNNY SIDE UP GROUP is being able to take on a wide range of work as a business producer. There are not many environments where you can follow trends in Japan and abroad while having opportunities to discuss and refine plans and direction with outstanding creators.

As Prameeta has experienced, being able to try out my communication ideas without fear of failure from a young age has helped me in what I do today. And when we create a major impact through creativity, I can genuinely share in the joy as someone in the closest position to the client. That is a great source of fulfillment for me.

Kumnam Entertainment / Leader Jooeun Kang

—I imagine there were cultural gaps with Japan as well. Was there support in that regard?

Prameeta: Japan’s honorific language and business etiquette are quite complex, so I felt that was a barrier. For example, in an email to someone you have never met, you might write, “Thank you for your continued support.” I found that strange and did not understand why you have to say that to someone who has not supported you yet.

Of course, this is something you gradually adjust to over time. What was good about SUNNY SIDE UP was that even with a single honorific expression like this, if I asked my manager about something I did not understand, they would not brush it off—they would explain it. Thanks to that, I think I was able to get used to it, even if it took some time.

A diverse team that operates as “one team”

—A culture that properly engages with straightforward questions may be important. Sofia, have cultural differences with Japan ever been a hurdle for you?

Sofia: I am Catholic, so I cannot work on Sundays when my family goes to Mass. However, senior colleagues at work understand that properly and accommodate things like work assignments. In that sense as well, I find it easy to work here. Perhaps because we have many overseas clients, I get the impression that members are accustomed to accepting cultural differences.

Also, I feel that the members themselves place great importance on family, which is another factor that makes it easy to work here. Among SUNNY SIDE UP’s employee benefits, “32 Benefits” includes a “Family Holiday Leave” program that allows time off for things like family trips, and a culture of valuing family has taken root.

—A corporate culture that respects diverse perspectives supports everyone’s success.

Kang: For people with diverse backgrounds to thrive, like the three of us in today’s discussion, that kind of culture is essential. And from my experience, I feel that a culture that embodies DEI also becomes a business strength.

Cultural differences and gaps, in other words, mean “different perspectives.” When discussions reach an impasse, introducing a new opinion often leads to creative ideas and solutions. I myself have had several experiences where a discussion moved forward because I shared an opinion rooted in my Korean background.

What is great about SUNNY SIDE UP GROUP is that people with diverse backgrounds can come together as “one team” around a single goal: “to realize the client’s ideal.” Each company has different areas of expertise and strengths, but I feel that being able to say, as a diverse group, “We can support you from every angle,” is also a major factor for clients.

What emerged from the discussion among the three members with diverse backgrounds was that their individual personalities and perspectives come together to create “our Group’s strength.”

This culture of respecting diversity is one of SUNNY SIDE UP GROUP’s strengths. For example, in June 2024, our Group obtained the “B Corp™ certification” and has been internationally recognized for its consideration for society, the environment, and employees. In addition, EcoVadis recognized our initiatives in areas such as “Labor & Human Rights” in its sustainability assessment, and we received a Bronze Medal.

In an environment where everyone can take on challenges in their own way, would you like to create your own “fun commotion” together with us?