More Than Just PR? Introducing SUNNY SIDE UP’s Product Development, Including Happy Kuji and a Wide Range of Domestic and International Projects!

What comes to mind when you think of SUNNY SIDE UP?

PR, sports, sunny-side-up eggs, a fun atmosphere, etc.—all correct answers, but we also engage in product development.

We want more people to know about SUNNY SIDE UP’s lesser-known product development! That’s why we asked Sakai, who previously appeared in “Why I Joined SUNNY SIDE UP Vol. 9” and was appointed as a leader this July, to share the appeal in detail!

▼Read “Why I Joined SUNNY SIDE UP Vol. 9” here
My First Year as a New Graduate Was Simply ‘Emotional’? Colleagues in Their Third Year Reflect | Why I Joined SUNNY SIDE UP Vol. 9 Part 1
My First Year as a New Graduate Was Simply ‘Emotional’? Three Colleagues in Their Third Year Reflect | Why I Joined SUNNY SIDE UP Vol. 9 Part 2

Member Introduction

Public Relations Business Division, Group 2, Bureau 6, Leader
Koichiro Sakai

What Is SUNNY SIDE UP’s Product Development?

Rather than simply creating products, we develop projects that utilize content—that’s the product development we do. The output of this work leads to initiatives like Happy Kuji, online shop product planning, and event exhibitions, so product development is not the goal but rather a means to an end.

We are fortunate that publishers often reach out to us for the projects we work on, but for example, when a movie is being released, we frequently propose ideas ourselves, saying, ‘We can do something interesting like this.’

About the Product Development Department

Previously, it was one of the departments affiliated with a bureau, but as of July this fiscal year, it became an independent bureau. Under the bureau director, there are two groups, each with a leader and members. However, members from different groups work together on projects and consult with each other, creating an environment where everyone collaborates without barriers.

Of course, everyone has their areas of expertise, but basically everyone develops proposals, communicates with overseas partner companies, and roles are not divided—that’s a key characteristic.

Our members include both new graduates and mid-career hires, so their backgrounds vary. Among mid-career hires, we have members from product development companies, production companies, and fashion industry companies, among others, so we sometimes incorporate perspectives informed by their career experiences into our proposals.

Also, if we think it’s necessary, we can approach media as well. As mentioned earlier, our work is not limited, so if you want to, you can gain experience beyond product development.

In terms of team atmosphere, everyone gets along well and works in a lively manner. We regularly go to lunch together, and it’s an environment where it’s easy to share opinions regardless of hierarchy, so I think it’s particularly well-suited for people who have clear ideas about what they want to do.

A snapshot of everyone’s backs on the way home from a BBQ

What Are SUNNY SIDE UP’s Strengths in Product Development?

Flexible planning capabilities, I’d say. Normally, proposals that would likely be rejected at the internal proposal stage are still developed and presented to clients at SUNNY SIDE UP—perhaps because of that environment. Our superiors also take the stance of ‘It sounds interesting, so let’s propose it’ (laughs).

We sometimes develop proposals by using commonalities between different content as a hook, so of course there have been times when proposals were rejected, but there are also times when we unexpectedly get approval, so having an environment where we can ‘develop proposals first’ is significant.

Clients who find the projects we’ve worked on interesting sometimes reach out to us with new requests, so having them recognize our proposals as distinctly SUNNY SIDE UP is what I believe is our unique strength.

Additionally, the ability to develop proposals that leverage the company’s extensive network of relationships is also a strength.

Even if I don’t have a particular connection myself, other team members often connect me with the right people, so the fact that each member has a wealth of relationships is extremely valuable, and the ability to develop a wide range of proposals by leveraging those connections is unique to this company.

Main Responsibilities

In addition to Happy Kuji, I also work on new proposals. For Happy Kuji, depending on the scale, some projects take over six months to complete, so I work on new proposals in between. For new proposals, I often visit stores like Animate, Village Vanguard, and Loft to conduct research and combine that with current trends to develop proposals. Even if content seems completely unrelated, you can often find commonalities if you look, so I want to find those connections and create proposals that only we can execute, both domestically and internationally.

Also, I became a leader this July, but honestly, I’m still figuring things out (laughs). If I had to mention what’s changed, I’ve become more conscious of the overall numbers for the bureau. Looking not just at my own work but also at the work of group members and the numbers for the group and bureau as a whole is different from when I was a member.

What Makes This Work Rewarding

When I see people posting about the projects we’ve worked on on social media or when they share their feedback directly, I feel that it was worth doing.

Also, on a personal note, participating in Tokyo Comic Con—an event I attended as a fan during my student days—as an exhibitor was deeply meaningful. Moreover, a friend who used to go to Tokyo Comic Con with me back then was also participating as an exhibitor.

For me, being able to turn what I love into my work is what makes this job rewarding.

The Challenges of This Work

There’s the difficulty of not knowing what will sell until you try. Even if we think something is great, it doesn’t necessarily translate to sales. That’s why thorough research is extremely important. Of course, we gather information about what’s selling now, but we also consider whether content that’s trending will actually sell when turned into a product. So we visit pop-up events to understand the real market. Whether products are actually selling, whether customers are coming—the situation at that time serves as evidence that’s useful when presenting to clients, so conducting thorough research before making proposals is very important.

Also, if you start planning after something becomes popular, it may already be too late. I keep my antenna up for what might become popular next, and regardless of whether we commercialize it or not, I check everything that’s trending. There must be a reason behind trends, and if I can catch some kind of pattern, it might provide hints for future proposals.

Future Goals

Personally, I want to do more that combines experiences with product development. You buy merchandise after watching a movie or visiting an exhibition, right? I want to do things that don’t just end with selling products.

I’ve always loved events, but participating in Tokyo Comic Con and experiencing firsthand the significant impact of combining events with products was also a major factor.

Also, since the projects that SUNNY SIDE UP GROUP as a whole is involved in are diverse, I want to collaborate more with other bureaus that focus primarily on PR. For example, creating novelty items, combining with content to do something, consulting on content routes for events, and so on. Of course, it doesn’t have to be IP—sports, animals, food—I hope we can work together regardless of the product development context, and I want clients who consult us about PR to also request product development from us.

A Word from the Bureau Director

SUNNY SIDE UP handles many consumer-facing products. Above all, we look forward to applications from those who can enjoy developing proposals!!

How was it?

We hope we’ve conveyed even a little of the passion behind product development, which is one of SUNNY SIDE UP’s strengths. If you’re interested at all, we look forward to your application!