The Driving Force of “IP×PR”: Recruitment Team Discusses SUNNY SIDE UP GROUP’s New Strategy for IP Talent

Last year, SUNNY SIDE UP GROUP celebrated its 40th anniversary. What began with just a few members has grown into a PR and communications group of approximately 500 people.

While maintaining PR thinking as our foundation, our group continues to challenge itself in various fields and never stops growing. New members continue to join us, each bringing their unique personality and strengths to create “fun excitement.”

Our first-ever new graduate recruitment for product development positions is one of our group’s new challenges. This time, we interviewed two representatives from our recruitment team, which plays a key role in organizational growth: Kanae Tamura and Reimi Takauji.

How does PR-driven product development contribute to organizational growth, and what kind of IP talent are we looking for? We share our commitment to recruitment activities with an eye toward the future development of SUNNY SIDE UP GROUP, and the career possibilities that can be realized within our organization!

Strategic Starting Point: The New Direction Sought by SUNNY SIDE UP GROUP in Its Growth Phase

―Operating profit for the first quarter of this fiscal year reached a record high. What phase is SUNNY SIDE UP GROUP currently in?

Reimi Takauji: As reflected in the numbers, we recognize that we are receiving positive evaluations from our stakeholders.

However, rather than becoming complacent and aiming to maintain the status quo, we are at a stage where we are boldly taking on challenges such as expanding existing businesses and growing new ventures. IP businesses like “Happy Kuji” are one of the pillars of these initiatives.

SUNNY SIDE UP/Management Strategy Division Reimi Takauji

―In SUNNY SIDE UP GROUP, which is in a phase of further challenge and growth, what strategic role does the recruitment you both handle play?

Kanae Tamura: For new graduate recruitment, we are fortunate to receive many applications every year. The vast majority are people who already know SUNNY SIDE UP GROUP or are interested in PR, and most say “I want to do PR.”

As we aim for organizational growth, we are seeking not only talent interested in PR, but also those oriented toward comprehensive marketing communications and IP-based businesses such as product planning. Our mission is to communicate the appeal of SUNNY SIDE UP GROUP to these segments we haven’t approached much before and to acquire such talent.

SUNNY SIDE UP GROUP/Group HR Administration Department Kanae Tamura

Takauji: As a career recruitment specialist, my primary mission is to hire experienced professionals who can contribute immediately across various divisions, with PR at the forefront. Given that we are fortunate to work with many clients, the power of “people” is essential to maintaining and improving performance.

Precisely because we are dealing with career professionals who know other companies, I always strive to let them experience our company atmosphere and mutually assess whether they fit our corporate culture that advocates “Let’s Have Fun!” In a sense, we are also the company’s public relations representatives, so we are mindful of conducting interviews and meetings that help candidates become fans of our group.

Tamura: It’s not uncommon for people who applied for new graduate recruitment to try again for career positions, or to work with us as clients. As representatives of the company on the front lines of recruitment, I value the attitude of engaging with each individual!

Takauji: Sometimes candidates say, “I had a meeting with (SUNNY SIDE UP’s) Mr./Ms. ○○ the other day,” which creates a moment of tension (laughs). Since our group has relationships with clients across a wide range of industries, I’m conscious of being ready to meet anyone, anywhere, in any capacity.

―What is the significance of hiring inexperienced new graduates, as opposed to experienced career professionals?

Tamura: It’s true that the entry of skilled experienced professionals brings immediate impact to company growth. Within that context, hiring a certain number of new graduates each year strengthens our group’s foundation and cultivates talent who will become the backbone of the company.

Understanding that they cannot produce results immediately like experienced professionals, we invest time in guiding and developing them, which cultivates talent who understand our company’s brand and business better than anyone. In this way, new graduate recruitment represents our group’s commitment to “investing for sustainable company growth.”

Additionally, the entry of new graduates broadens our age range, gathering ideas from more diverse perspectives, which enables us to approach consumers of various generations.

New graduate members who build their careers from scratch within our group acquire and enhance work methods, manners, and skills that can only be learned at SUNNY SIDE UP GROUP, contributing to the establishment of our corporate culture. Career professionals with different cultural backgrounds, on the other hand, bring not only advanced expertise and skills but also new values. Both are indispensable to the company.

Takauji: The success of our existing young members has also built a certain level of trust in new graduate recruitment as a company.

Talent Strategy to Accelerate IP Business: “PR-Driven Product Development” and Investment in the Future

―IP business is one of the ventures receiving increasing attention year by year. Where do you think SUNNY SIDE UP GROUP’s strengths lie in this business?

Takauji: Above all, among the many PR companies, our group is the only one engaged in IP business. Conversely, it’s rare for IP business companies to primarily conduct PR operations. Having expertise in both and being able to combine them in-house is a powerful advantage for SUNNY SIDE UP GROUP.

Because PR thinking—how to create social movements through people, products, and events—is at our core, we can capture and reflect societal needs to plan, manufacture, and communicate products. Having specialized departments in various fields such as product development, marketing, and social media utilization is also significant.

In recent years, an internal job posting system has been introduced, and we’re seeing more cases of members who specialized in PR and media promotion taking on challenges in IP business. I’m excited about the continued growth of our IP×PR business!

―For the 2026 graduate recruitment, there was the group’s first specialized product planning position.

Tamura: Among applicants, I felt many had the desire not simply to physically create things, but rather to “communicate the appeal of those ‘things'” or “solve social and corporate challenges through ‘things.'” As Takauji mentioned, such initiatives are exactly what our group excels at.

The desired candidate profile is common across the entire group: “someone who is interested in everything, can communicate their ideas, and take action with a challenging spirit.” Since projects only come to fruition when you plan what IP to incorporate into products, propose it yourself, and have it approved, this position especially requires proactivity and initiative.

Takauji: In career recruitment, many people apply to SUNNY SIDE UP GROUP saying, “I want to do high-level work that national clients demand” or “I want to handle everything from planning to production, quality control, and sales promotion.” We definitely want to work with people who have such aspirations, a strong sense of responsibility, and professional experience.

We expect those who join us to not only leverage the knowledge and skills cultivated in their previous positions to succeed in projects as IP talent, but also to build teams where they can help new graduates and members with less work experience discover the joy and challenges of working.

Tamura: Seeing new graduate members grow and hearing stories about “Mr./Ms. ○○ is working hard and doing well” truly makes me happy as a recruitment specialist.

Previously in new graduate recruitment, the standard was to be assigned first to the Social Relations Division (SR Division), which specializes in media relations. I’m very excited to see how they will perform as “IP×PR” specialists!

A Culture of Growing Together: Challenges Born from a Flat Environment

―What is the support system like after joining?

Tamura: For new graduates, there is approximately two weeks of new graduate training and one year of OJT. They receive thorough instruction not only in the basics of being a working professional but also in practical work. Since they interact with various members on each project they participate in, there is a lot to learn. We have many caring seniors, and it’s heartwarming to see OJT relationships continuing even after the second year (laughs).

Takauji: Career hires also have mentors assigned, and we don’t leave them alone while they’re still unfamiliar with the company. In addition to regular follow-up meetings with HR staff, we hold roundtable discussions so members who joined around the same time can build horizontal connections.

That said, for smooth internal and external communication, it’s important for each individual to actively engage with those around them. This applies to new graduates as well.

Tamura: What I find wonderful is that when new graduate members become seniors themselves, there’s a culture of doing for their juniors what their seniors did for them that made them happy. The culture of welcoming and supporting new members is also reflected in interactions with career hires.

Takauji: In a good way, there’s no consciousness of whether someone is a new graduate hire or career hire—the stance is that helping each other is natural.

At the same time, the know-how gained from career hires, especially those with PR industry experience, is very stimulating for new graduate members. I feel a positive synergy is being created where they share knowledge and skills with each other and grow together.

―Members being able to speak up easily also contributes to a better work environment, doesn’t it?

Takauji: Without a doubt, this is a company that is positive about members taking on challenges. While you need to logically present the rationale for your challenges, proactivity in saying “I want to do this this way” is respected.

Tamura: Our belief is that we want people to boldly take on challenges rather than fear failure and not try, and even if they fail, to learn from it and grow.

―It seems there are still many interesting initiatives to come at SUNNY SIDE UP GROUP!

Tamura: Because of our track record over the past several decades, I believe clients entrust us with PR and IP-based product creation with the expectation that “SUNNY SIDE UP GROUP will do something interesting.”

Takauji: Our group has absolutely no preconceptions about “PR should be this way” or “planning is like this.” Even if it’s an unprecedented plan or a new business venture, if you truly believe it’s good and speak up, you can definitely aim to make it happen.

Tamura: SUNNY SIDE UP GROUP is a company that seriously engages with people who seriously take on challenges.

If you want to create unprecedented “fun excitement,” please share your passion with us in an interview!