“We want to revitalize local regions and energize Japan.” What kind of regional revitalization can only be achieved at SUNNY SIDE UP? Perspectives from a 7th-year employee and a 2nd-year new graduate.

SUNNY SIDE UP established the “Regional Revitalization Unit” in August 2023.

This unit leverages the power of PR to attract visitors to local regions and expand tourism consumption, supporting solutions to challenges in revitalizing local areas. Aiming for a sustainable tourism industry, it also focuses on small-scale local initiatives.

To date, we have been involved in PR for products and services from 36 prefectures, with cumulative achievements exceeding 120 projects as of April 2025.

This time, we spoke with two individuals involved in regional revitalization projects about the rewards of their work, memorable projects, and much more.

Encountering PR: “I thought SUNNY SIDE UP would offer many experiences that young professionals can gain early in their careers.” (Koike)

Public Relations Division / Bureau 2 / Department 1 / Group 1 Leader Masaya Koike

Koike: I worked at another PR company before joining SUNNY SIDE UP in November 2018. Until my third year, I mainly handled media relations and was seconded to a financial services company for a period.
Currently, I work on a wide range of projects including commercial facilities, as well as various prefectures and hotels through the Regional Revitalization Unit.

Kiyota: I joined as a new graduate in 2024 and have just entered my second year. I’ve been involved in various products and services I had barely encountered before joining—matching apps, e-commerce site operators, pest control companies, hotel openings—and I’m amazed every day discovering that such businesses exist!

Public Relations Division / Social Relations Bureau / Department 1 / Group 1 Yuto Kiyota

Koike: What were you doing during university?

Kiyota: I had been playing soccer for a long time, and my major was sports science. I was job hunting with a vague desire to “be involved in sports.”

During that process, I happened to discover SUNNY SIDE UP and learned that they were involved in various sports-related businesses, including athlete management. The company culture also seemed really fun, so I decided to apply. At the time, I was focused on sports and chose the company based on first impressions rather than the “PR” profession itself (laughs).

Koike: I see (laughs).

Kiyota: When I first joined, while other new hires were quickly sent to the field, I was given an assignment to “present about PR,” and that’s when I first truly engaged with what PR is.

During that process, I realized that almost all the information I had received up to that point involved PR. I came to understand that conveying accurate information to the world is the most important thing for enhancing the value of products and services.

Koike: In my case, I felt I should attend university with a clear goal, so I entered the law faculty to become a police officer, influenced by my family.

However, honestly, I couldn’t develop much interest in law, and gradually my vision of becoming a police officer faded… I started considering other career paths.

While researching various companies, I became very excited about companies that advocated “solving problems through ideas,” and I first became interested in the advertising industry. But for me, TV commercials were just a time to step away, and I couldn’t quite grasp how “advertising moves people.”

That’s when I read a book by Tetsuya Honda, a pioneer in strategic PR, and felt I wanted to work with this person! I participated in an internship. That was my first step into the PR industry.

Kiyota: That’s impressive initiative. Was there a reason you became interested in SUNNY SIDE UP while working in PR?

Koike: At my previous PR company, I didn’t have much relationship-building with media. At the time, I believed that actively making appointments and building relationships with media was something I could experience precisely because I was a young professional full of vitality.

When I was thinking about which PR company with strong media connections would allow me to work in a way that leverages my youth, I happened to have an opportunity to speak with Mr. Ikai (currently Executive Officer at SUNNY SIDE UP), and I’ve been interested in this company ever since. I felt I wanted to learn more about media relations.

Kiyota: I completely understand. Because I concentrated on soccer alone until university, I want to experience various aspects of the outside world, and I think that’s the kind of proactivity that comes from being young.

Memorable Work: “Seeing lines form at a local festival made me realize that ‘people are actually moving.'” (Kiyota)

Kiyota: Being involved in a festival revitalization project in Toyama Prefecture was truly a valuable experience. It was my first regional revitalization project.

It was PR to sustain the culture of a traditional festival that has continued for about 300 years. What’s noteworthy is that we introduced “oshi-katsu” (fan activities) as new content.

When you hear “oshi-katsu,” you might think of idols or characters, but here the “oshi” (favorite) is the town itself. People participating in the festival, both from within and outside the region, purchase “oshi” merchandise, and the profits become a financial source supporting the festival’s continuation.

Honestly, I was anxious about how well the merchandise would sell and whether it would attract attention. But contrary to my concerns, it was featured on television, the client’s representative informed us of numerous inquiries, lines formed at the merchandise sales booth, and I witnessed“people actually moving” firsthand.

The excitement and sense of accomplishment I felt at that moment will become my foundational experience as a PR professional. I was happy thatmany people visited, and above all, seeing the joy on the faces of the people in charge was wonderful. The local media were also pleased, and I felt that I was able to create “Let’s Have Fun!” in Toyama Prefecture.

Koike: I’m from Nagano Prefecture and have always been interested in regional revitalization.

The desire to generate more profit in Tokyo, the center of business, and the desire of local people to improve their region and attract more visitors are completely different. Of course, I approach all PR work with full commitment, but my desire to help local communities is particularly strong, so each project holds special meaning for me.

Among them, the project in Fujiyoshida City, Yamanashi Prefecture, remains particularly memorable. It was an initiative to properly preserve what the local people wanted to protect—scenery, lifestyle, culture, etc.—while respecting their desire to maintain the landscape of Mount Fuji.

Although the period I was involved in this specific project wasn’t very long and I only provided some support on top of the efforts made by local people, it wasa project with a different direction from typical PR objectives like gaining more exposure or increasing sales, so I think it was a project that provided significant insights.

We continue to work with Fujiyoshida City, and we were also involved in PR for “FUJI TEXTILE WEEK 2023” held at the end of 2023. This is also an initiative to preserve the city’s important traditions.

Kiyota: Recently, I participated in a hotel opening project in Nagasaki Prefecture.

Rather thansimply focusing on the hotel opening itself, I was conscious of creating a mechanism to attract people to the area where the hotel is opening, approaching it as PR for the town where the hotel would be located.

That’s why I thoroughly researched the town first and conducted research with the client and others familiar with the area. There are also members from Kyushu within our company, so I gathered information about local cuisine and attractions, identified points of differentiation from surrounding areas, and considered what to highlight to attract visitors.

I believe we were able to draw more attention to Nagasaki’s unique culture, with awareness of not only domestic demand but also inbound tourism.

People Working at SUNNY SIDE UP: “Senior colleagues seem to shine because they appear to be making their passions their work.” (Kiyota)

Kiyota: SUNNY SIDE UP is a company I joined thinking it would be fun, but of course, it’s not all fun and games.PR involves surprisingly many mundane and steady tasks. While there is enjoyment, I’m also experiencing the strictness of working life.

Even after completing one task, another arises. And it’s common for tasks to suddenly appear unexpectedly. The constant feeling of being chased by something is something I never experienced as a student. But because of that, it’s filled with many discoveries and encounters, soI truly feel fortunate to have started my first year as a working professional at SUNNY SIDE UP.

Koike: When I joined,an executive told me, “SUNNY SIDE UP is a family-like company,” and I remember that very well. Because I feel the same way now.

For example, our team once took paid leave together and drove to Chiba… Even our supervisor joined us. There are many people with similar sensibilities about what’s interesting or good, so we share common interests in places to visit and things to do on weekends.

Kiyota: I think quite a few people love their work and have it seamlessly integrated with their private lives. It’s what they call “work as life.”Senior colleagues who have made their passions their work seem to shine, and I feel I still have a long way to go.

Koike: After all, there are many people who want to “Let’s Have Fun!” Because PR is a communication job, I think interpersonal relationships are extremely important. In that regard, I feel there are many people who can really come to love others or who are greatly loved by others.

In my case, I’m the type who comes to love others. I often find good qualities in people and come to like them even more from there. In that sense, Kiyota is more the type who is loved—someone who is endearing.

In this work,human qualities are more important than specific skills or abilities. Understanding the position and mission of media professionals and the needs of information recipients. Whether you can take interest in others and show consideration in everyday life—these are essential human abilities.

Kiyota: Taking interest is truly important. If you don’t take interest in others, conversations won’t even begin. I wasn’t originally good at that, so since joining, I’ve consciously made an effort to initiate conversations. In a sense, this work really requires the“ability to become friends with people you’ve just met”.

Koike: That’s kind of like the“ability to make friends”, isn’t it? (laughs)

Kiyota: Exactly, that’s precisely it. Making appointments with media professionals, consulting with people for the first time—the first step in building relationships requires a bit of courage and the ability to read the atmosphere. Especially that initial contact—how you approach it is extremely important. Actually, I wasn’t the type to approach strangers on the street (laughs), but I feel those skills are useful in this work.

Rather than worrying about what others think, I trust my own feelings of “this seems interesting” or “I want to talk to them” and take action. I feel that attitude is very important in this work. I make sure to take genuine interest not just in the content but in the “people” involved in the work.

The Future of the Regional Revitalization Unit: “Being able to work with industry leaders is SUNNY SIDE UP’s strength. I want to revitalize Japan with the knowledge we’ve accumulated.” (Koike)

Kiyota: I think everyone has a desire to revitalize the place where they were born and raised.

I was born in Aichi Prefecture, but not in Nagoya. When I lived in my hometown, I would go to Nagoya for entertainment, and my hometown wasn’t particularly vibrant. Of course, it has its charms like livability, but I can’t help thinking it would be nice if my hometown could become more vibrant.

As I continue to be involved in various regional revitalization projects, it would be wonderful if someday I could revitalize my own hometown.

Koike: Since the launch of the Regional Revitalization Unit, we’ve received many inquiries and consultations from local governments and companies across the country.

There are many PR companies in the world, but when people are in trouble or want to consult someone, I want SUNNY SIDE UP to be the first company that comes to mind. We want to become that kind of presence.

Being able to work with industry leaders acrossvarious fields is also a major attraction. Being able to work while learning from people at the forefront of their industries is tremendous value and a strength. Even young professionals have opportunities to work alongside them.

Working with such frontline professionals requires performing beyond one’s current abilities, and I myself feel thatI’ve actually grown as a result of continuously “stretching myself” in this way. I think the ability to achieve such accelerated growth is SUNNY SIDE UP’s greatest characteristic.

Leveraging the knowledge and experience SUNNY SIDE UP has accumulated,I want to revitalize Japan even more.

SUNNY SIDE UP GROUP uses various methods rooted in PR thinking to revitalize a wide range of areas, including regional revitalization.

We look forward to applications from those who can take interest in anything and want to “Let’s Have Fun!”