A 16th-year member who joined as a new graduate shares their new challenge at the Ministry of Foreign Affairs—and the environment at SUNNY SIDE UP that made it possible.

Hello! I am Tamura from the General Affairs Human Resources Department at SUNNY SIDE UP GROUP.

This time, we feature Koyama, who joined SUNNY SIDE UP as a new graduate in 2007 and has since built a career that even she never could have imagined. We asked her about this new challenge and how she came to it.

[Member Introduction]
Public Relations Division Headquarters / Bureau 3, Sports Department 2

Erika Koyama

■ A career she never expected

For a while after joining the company, I built experience by working on projects for a wide range of clients. Perhaps because I am naturally very curious, I increasingly had opportunities to gain some fairly unusual experiences within the company as well. It was extremely stimulating and interesting, and I began to hope that I could use myself as a hub to give back to SUNNY SIDE UP what I learned and the insights I gained from the various environments I encountered along the way.

Before I knew it, 15 years had passed since I joined the company, and this time I was given the opportunity to take on a new career challenge as a “Ministry of Foreign Affairs official”*1—something I never would have imagined when I chose SUNNY SIDE UP as my first career.

I have worked with the Ministry of Foreign Affairs in the past through the “International Conference on Women in Business (WAW!)/W20 JAPAN.”
I felt it then as well, but promoting Japan to the world is one of the most rewarding aspects of this work. Now that I have gained even more experience since that time, I am truly excited to have been given the chance to be involved more deeply.

(*1)Public-Private Personnel Exchange Program
The program Koyama used this time. Through personnel exchanges between private companies and the government—organizations with different guiding principles—it aims to deepen mutual understanding between the two, revitalize both organizations, and develop human resources.

■ What, exactly, will she be doing for work?

I was assigned to the Global Issues Cooperation Division, Global Issues Coordination Office, where I became involved mainly in SDGs communications and related work for the SDGs Promotion Headquarters—issues that Japan is tackling as a nation.
When I heard the name of the department, I honestly thought the “global” part sounded really cool (laughs).

The SDGs have now become a standard term in corporate activities and in promoting them. At SUNNY SIDE UP as well, proposing projects and plans centered on the SDGs has become routine, and it is also a field I have been interested in personally. So when I received this offer, I immediately replied, “Please let me take on this challenge!”

At the same time, even before receiving the official decision, I studied hard to improve my English skills. As a result, various news stories from around the world began to feel much closer to me, and I started following them in greater detail.

■ What she has done at SUNNY SIDE UP so far

When I joined the company, it was still small, and I think it was seen as a company strong in sports marketing, partly due to the success of the athletes we represented. As the company grew, the scope of my work and the industries I was involved in expanded as well, and I truly feel it has been 15 years of growing together with SUNNY SIDE UP.

Specifically, I have handled projects across a truly wide range of categories—gourmet, fashion, commercial facilities, hotels, and even space-related work. When I counted again, I realized I have been in charge of about 80 client companies since joining.

For the New Year’s countdown event held with Shibuya City, “YOU MAKE SHIBUYA COUNTDOWN (*2),” I was involved from the initial project concept stage. And for the restaurant “J-WAVE NIHONMONO LOUNGE,” developed in front of Takanawa Gateway Station, I was involved from the launch planning and worked on restaurant operations right in the midst of the COVID-19 pandemic… I was often entrusted with projects that truly had no precedent within the company.

Also, when I was in charge of an anniversary project for a long-established confectionery manufacturer, I proposed opening a limited-time café in Omotesando for about two months, and I was involved in everything—from searching for a property to store design, developing the menu and original goods, hiring store staff, and planning PR. Honestly, it was tough, but on opening day a lot of customers lined up, and since running a restaurant was something I had always wanted to try someday, the moment it took shape was deeply moving.

I believe I was able to be entrusted with all of that because the client trusted SUNNY SIDE UP, and because the senior colleagues around me allowed me—still a young team member at the time—to work freely, which helped me build my capabilities. I was truly grateful for that.

(*2)YOU MAKE SHIBUYA COUNTDOWN
An event held on New Year’s Eve as an initiative to help visitors to Shibuya welcome the new year safely and with peace of mind. It was held as part of a campaign in which Shibuya City shared its vision for community development looking 20 years ahead and toward the future.

■What I valueas a PR professional

I make a point of thoroughly asking what clients are expecting from SUNNY SIDE UP. For example, if the request is “We want to do something interesting,” I dig deeper into what the client imagines as “interesting.” Do they want something that creates laughter, something that becomes a hot topic, or something innovative that has never been done before? I strive to put their expectations into more concrete words and reflect them in the plan.

■ The environment at SUNNY SIDE UP

At SUNNY SIDE UP, there are opportunities to get involved one after another in projects you find interesting. There are many chances to work on content and in industries you have never experienced before, so I believe it is an environment where you can continue taking on new challenges.

To make the most of those opportunities, I feel it is truly important to clearly say out loud what you want to do and communicate it to those around you. And to be ready to seize an opportunity when it comes, you must make the best possible preparations. I believe it is a company that properly recognizes that kind of attitude.

■ In closing

There are still so many things, experiences, and people in the world that are not widely known but are full of appeal. That is why I want to continue building my own capabilities, and by creating such appealing things/experiences/people myself and helping others learn about them, I hope to create opportunities that add even a little richness to someone’s life and lead to everyday excitement.

For now, I will do my best to promote Japan!

What did you think? If you are interested in SUNNY SIDE UP, where you can encounter unexpected opportunities and open up a career you never imagined—and if you are willing to work hard for that—we look forward to hearing from you!

And please keep an eye on how Koyama will promote “Japan” going forward.

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