With the arrival of this warm, spring-like weather, many of you may have made a fresh start in your lives.

In this edition, we interviewed three individuals who joined SUNNY SIDE UP as new graduates in 2021. In the first part, we delve deep into their first year—which they all described as “simply emotional”—and the gaps they felt between their expectations and reality after joining the company!

[ Member Introduction ]

Koichiro Sakai, Group 2, Department 1, Bureau 2, Public Relations Business Headquarters
Aya Ueno, Group 1, Department 3, Bureau 2, Public Relations Business Headquarters
Maya Nicole Hayashi, Group 2, Department 4, Bureau 2, Public Relations Business Headquarters

What sparked your interest in the PR industry and why did you join?

Sakai: I didn’t originally aim for the PR industry; I wanted to enter the entertainment industry. I’ve loved things like figurines since I was a child, so I wanted to be involved in manufacturing. I learned about SUNNY SIDE UP through a recommendation from an acquaintance, and I realized I had actually bought a “Happy Kuji” (a lottery where you always win original goods of popular characters) produced by SUNNY SIDE UP before. I applied thinking that at this company, I might be able to work on entertainment-related projects. Even during my final interview, I asked, “I saw the company name on some merchandise I bought recently; do you handle those as well?”

Nicole: I had done nothing but ballet for a long time, so even after entering university, I didn’t know what I wanted to do in the future. During my junior year, when I was consulting various people about my future career, someone suggested, “Wouldn’t you be suited for PR?” That was what sparked my interest. Later, when I participated in an internship at another PR firm, I found the idea generation and brainstorming sessions to be incredibly fun. I thought, “I could continue this job happily forever” and “I want to communicate the things I think are good to the world,” so I decided to pursue the PR industry. While researching PR firms, I found SUNNY SIDE UP and felt that the atmosphere would suit me because it seemed pop and bright. When I participated in SUNNY SIDE UP’s 1-day internship, I thought, “I love this company!” and applied with SUNNY SIDE UP as my first choice.

Sakai: Were you applying to other PR firms as well?

Nicole: Yes! However, things weren’t working out, and I ended up crying during the final interview at SUNNY SIDE UP… (laughs). But the words President Tsugihara said to me at that time made me truly happy. I was so moved that the head of the company I wanted to join most would speak to me like that… it still stays in my heart today.

Ueno: I wanted to “move people’s hearts,” so I narrowed my job search to the advertising and PR industries. Among them, I was drawn to SUNNY SIDE UP’s phrase, “Let’s Have Fun!” The entry sheet was also unique, and I had a lot of fun writing it. It included a section for a third-party introduction where you had to ask three people to write about you, and I asked my father for one of them. My father rarely praises me, but his words were filled with feelings I hadn’t known he had, which made me so happy I cried. Also, the interviews at SUNNY SIDE UP were always different from the questions I had worked so hard to prepare, but like the entry sheet, many of them sought to know me as an individual, which made me very happy.

Reflecting on the first year of employment

Sakai: The first project I was in charge of involved merchandise for a character I love. It started with coming up with planning ideas, proposing them to publishers and distributors, thinking about designs and compositions, and checking samples… it was so much fun to be involved with something I personally like.

Nicole: How did you feel when you saw the things you planned take shape?

Sakai: It was… emotional (laughs). I was moved when I saw products I was involved with lined up in the official store.

Nicole: For me, it was a project for a clean beauty brand that I had often checked out since I was a student. My direct leader was originally in charge of it, and although I expressed my passionate desire by saying “I want to do it too!”, it wasn’t possible for me to take charge immediately as a new hire… However, I was able to get involved at the time of my formal assignment. I never imagined I would be able to help with the PR of a brand I love, let alone speak directly with people from a brand I admire, so I was truly happy.

Ueno: My impression is that you are liked by everyone, as the clients praise you and the phone conversations I overhear have a very good atmosphere.

Nicole: That makes me incredibly happy! Also, the PR for a chocolate brand left a big impression on me. On my second Valentine’s Day helping out, my wish came true and it was featured on TV. Then, during the broadcast, I received a message from the client saying that the products in the online shop had sold out. There were so many comments on social media saying things like “cute” or “I want to try buying it,” and the moment I saw that, I burst into tears of joy. Because I had been involved since the stage where it hadn’t appeared much in the media, thinking about that one year, “emotional” was the only word for it (laughs).

Sakai: It’s like the feeling of a parent.

Nicole: PR work has its unglamorous sides, but I think it’s very important to first fall in love with that brand yourself. When you do, you want to tell someone about it, and various ideas come up like “maybe it would be better to do it this way,” and when that leads to results, you can truly feel that you’re glad you did it! This successful experience leads to energy and confidence for the next project.

Ueno: For me, it was a project for a major daily goods manufacturer. Actually, a senior colleague I was close with from my part-time job during my student days was working at the client’s office. I was very happy to be able to work together again in a different way than before, and I was simply surprised because I didn’t expect to reunite in a place like this. Also, the types of products I can handle are diverse, such as sweets, beauty, and electrical appliances, and it was interesting to be involved in the PR of products and companies that have been close to me in my daily life.

Gaps before and after joining the company

Sakai: I realized that manufacturing is harder than I imagined. After all, a fan’s perspective alone isn’t enough. Even if you plan a product, it won’t work if there’s no place to sell it. So, you have to make the people at the sales floor think, “This is a good product.” For that, expressing your passion is important, of course, but I feel that achievements and evidence, such as numbers, are equally important.

Regarding the company, when you look at the website, it looks very glamorous, but the work we do is often quite steady and diligent. To give an image, it’s like how appearing at a school festival looks fun, but the preparation leading up to it is hard work.

Nicole: The gap I felt at SUNNY SIDE UP was that the distance between me and my superiors and seniors was closer than I expected. I was also surprised that as part of the new graduate training, there was an opportunity to have a meal together at President Tsugihara’s home.

Ueno: Certainly. I often talk with and have lunch with Mr. Morita, who is the director of Bureau 2 and an executive officer, and my friends are surprised when I tell them that (laughs). I am very happy to have an environment where people interact without discrimination, regardless of their position.

Nicole: Regarding PR work, as Sakai-kun said earlier, it is indeed steady work. However, it’s precisely because of the joy of that moment when it goes out into the world that I can work hard even at unglamorous and steady tasks.

Sakai: Since I’ve been allowed to be involved in manufacturing, which I’ve wanted to do since before I joined, I feel that this is a company where there are opportunities. Also, self-promotion is very important.

Nicole:There was a time when I was thinking about how to achieve what I wanted to do, and I felt firsthand that if it’s something you really want to do, taking action is important. Previously, I thought, “If I want to do it, I should just get the project myself,” and I did my own sales. As a result, we ended up working together. From that experience, I learned that the ability to take action and a strong desire to try things are important for everything. Of course, the premise is to properly fulfill the work entrusted to you, and once you decide to do it, to see it through to the end and produce results.

Sakai: If you do the work entrusted to you properly, this is a company that lets you take on various challenges even in your first year.

Ueno: For me too, when I told my senior that there was something I wanted to do, I wasn’t told no. However, being told, “You must never give up halfway,” left a strong impression on me.

▼Click here to see the 2022 new employee training
Preparing to create a “Fun Event.” Here is a report on the three-week new employee training.

In the second part, we interview them about the joys and challenges of working in PR, as well as their future goals. Please look forward to the next installment!

▼Click here for Part 2
Was the First Year for New Grads Just “Emotional”? Three Peers Entering Their Third Year Speak | Why I Joined SUNNY SIDE UP Vol. 9 (Part 2)