What SUNNY SIDE UP GROUP does

SUNNY SIDE UP GROUP (株式会社サニーサイドアップグループ) is a Tokyo-headquartered PR communication holding company listed on the Tokyo Stock Exchange Standard Market (ticker 2180). Founded in 2000 and operating with approximately 500 group members across Japan, South Korea, India and the Philippines, the group delivered an integrated PR, branding, event, entertainment and media portfolio through ~11 wholly-owned subsidiaries including the core PR firm Sunny Side Up Inc., PR Tech specialist Bilcom, entertainment (Kumnamu Entertainment), education (Steady Study), F&B (Bills Japan via Frypan), aviation-focused Airside, consulting (TKG Consulting), upskilling (AnyUp), and concept/creative (KEI CONCEPT Japan). The group rebranded to GOOD IMPACT GROUP in 2026 and operates flagship properties such as the CRAFT SAKE WEEK annual festival (10th anniversary edition in 2026 with 130 sake breweries and 20 restaurants), the GOOD&NEWS news-media platform launched January 2026, the SUNNY DAYS corporate blog, and the Happy Kuji lottery product distributed in convenience stores including 7-Eleven.

Underlying technology centers on a proprietary 'PR Tech®' methodology combining data and technology with traditional PR — reinforced by the 2026 full acquisition of Bilcom Inc., a PR Tech pioneer — to offer integrated data-driven PR communications alongside conventional PR strategy, media relations, branding consulting, talent casting, fashion-show planning and event operations.

The business model is primarily professional services: quote-based, customized PR and communication engagements sold via direct enterprise and mid-market client engagement, with an event-driven motion layered through owned events like CRAFT SAKE WEEK. A secondary advertising/media revenue stream comes from owned media properties (GOOD&NEWS, SUNNY DAYS) and from IP/consumer products such as Happy Kuji. The customer base spans government (Tokyo Metropolitan Government, Expo 2025 Osaka-Kansai Australia Pavilion), large enterprise (Seven-Eleven, Paris Saint-Germain, Tokyo Game Show 2025) and broader corporate Japan. In May 2026 the company announced a management integration with Akatsuki Inc. via tender offer, which completed in June 2026 and shifted controlling ownership.

Name

SUNNY SIDE UP GROUP

Legal name

株式会社サニーサイドアップグループ

Website

https://ssug.co.jp

Company type

Public

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

SUNNY SIDE UP GROUP is a Tokyo-headquartered PR communication holding company with ~500 members and ~11 subsidiaries, delivering integrated PR, branding, event management, IP content, and owned-media services to corporate, government, and entertainment clients across Japan, South Korea, India, and the Philippines.

Ownership category

akta.pro rank

Product category

Public Relations and Communication Services

NAICS

Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

Technology & B2B PR (BPAFADAI)

akta.pro secondary industries

Event PR & Communications Support (BPAFADAO), Social Media & Community Management (PR-led) (BPAFADAM)

Keywords

• Public relations services
• Corporate communications
• Event management
• Media relations
• Brand strategy consulting

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. PR and Communication Services: Core professional services including PR strategy, media relations, branding consulting, and integrated communication solutions for corporate clients across various industries.
2. Event Management and Operations: Planning, PR, and full-scale operation of events such as CRAFT SAKE WEEK, involving venue management, vendor coordination, and experiential marketing.
3. Content and Media Operations: Operation of owned media properties including news media GOOD&NEWS and official blog SUNNY DAYS, along with IP content development such as Happy Prize lottery products.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

SUNNY SIDE UP GROUP is a Tokyo-based PR communication group that provides integrated public relations, media relations, branding consulting, and event management services to corporate clients across industries. Its offerings are delivered through 11 wholly-owned subsidiaries and center on a "PR-focused" (PR発想) methodology enhanced by its proprietary PR Tech® data-driven approach. The group also operates owned media properties (SUNNY DAYS blog, GOOD&NEWS news platform), owns signature IP such as the CRAFT SAKE WEEK food and sake festival and the Happy Kuji retail lottery product, and serves clients in Japan, Korea, India, and the Philippines.

Product overview

SUNNY SIDE UP GROUP is a PR communication group consisting of multiple subsidiaries that provide diverse services centered around PR and communication solutions. The group operates as a holding company structure with core subsidiaries including 株式会社サニーサイドアップ (main PR services), ビルコム株式会社 (PR Tech/data-driven PR), and various other companies covering entertainment, education, F&B, consulting, and media. The group manages events like CRAFT SAKE WEEK and products like Happyくじ lottery, while also operating owned media including SUNNY DAYS blog and GOOD＆NEWS news platform. In 2026, the group rebranded as GOOD IMPACT GROUP to reflect its expanded mission of creating positive social impact.

Differentiator

Problem solved

Functional benefit

Brands

• PR Tech: PR technology solutions combining data and technology with PR expertise
• CRAFT SAKE WEEK
• Happyくじ
• GOOD＆NEWS
• SUNNY DAYS

Products and services

• PR & Communication Services (Sunny Side Up Inc.) Full-service PR strategy, media relations, crisis communication, and integrated marketing communication for corporate clients across multiple industries, delivered by the group's flagship operating company.
• PR Tech® Data-Driven PR Solutions (Bilcom Corporation) Data and technology-driven integrated PR services combining analytics, digital, and AI-era capabilities with traditional PR practice, sold as part of the group's PR Tech® offering.
• CRAFT SAKE WEEK Annual sake and gourmet food culture festival combining PR, planning, and on-site event operations; held at Roppongi Hills and monetized via attendee experience, exhibitor/sponsor participation, and brand collaborations.
• Happy Kuji Lottery Product Branded scratch/lottery prize product launched in partnership with Seven-Eleven and sold at convenience stores and hobby shops across Japan, generating revenue via product sales and partner licensing.
• Entertainment PR Services (Kumnamu Entertainment) Entertainment-focused PR and communication services delivered by the group's entertainment subsidiary for entertainment, sports, and IP-holder clients (e.g., Paris Saint-Germain Japan Tour 2022/2023).
• F&B Brand Operations (Bills Japan / Furaipan) Restaurant and F&B brand operations in Japan, including the Bills pancake brand; delivered via the group's F&B subsidiary and supported by PR and marketing services.
• Aviation Communications (Airside) Aviation and airport-sector PR and communication services delivered by the Airside subsidiary for clients in the aviation industry.
• SUNNY SIDE UP KOREA PR Services Korea-based PR and communication services delivered through the group's wholly-owned Korean subsidiary for clients operating in or expanding into the Korean market.
• Management Consulting (TKG Consulting) Business and management consulting services delivered through the TKG Consulting subsidiary, complementing the group's PR-focused communication solutions.
• Branded News Media (GOOD&NEWS) Operated news media platform owned by the group's Good and Company subsidiary, delivering branded positive-news content across YouTube and owned channels; supports advertising and content partnership revenue.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• Akatsuki Inc. (株式会社アカツキ)coreStrategic or Co-development Partner · 13 May 2026Merger integration through Takeover Bid (TOB) for business integration. This represents a significant strategic consolidation to create enhanced group capabilities.
• note Co., Ltd. (note株式会社)coreStrategic or Co-development Partner · 9 April 2026Strategic partnership for AI-era brand value maximization through next-generation PR solutions. The partnership aims to leverage note's platform capabilities with SSU's PR expertise to deliver innovative communication services.
• Bilcom Inc. (ビルコム株式会社)coreStrategic or Co-development PartnerPR Tech pioneer Bilcom joined the SSU Group through full stock acquisition. The combination of Bilcom's data and technology-driven PR capabilities with SSU's PR-focused communication solutions expands the group's PR and communication offerings.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Edelman: Global largest independent PR firm with deep corporate, technology, and government practice. Comparable as a top-tier communications services competitor; SSU is a much smaller, Asia-focused rival on the same PRWeek rankings.
• Weber Shandwick: Global PR and communications network under IPG with strong technology and consumer practices. Direct competitor for multinational corporate PR mandates and a benchmark above SSU in the PRWeek global rankings.
• FleishmanHillard: Omnicom-owned global PR network with strong Asia-Pacific presence, including Japan. Competes for the same enterprise and government communication briefs that SSU serves.
• Hill+Knowlton Strategies: Global PR firm with established Tokyo office and long history in Japan. Direct competitor for cross-border corporate communications and public affairs work.
• BCW (Burson Cohn & Wolfe): WPP-owned global PR network with significant Asia-Pacific operations. Competes for large enterprise and government communication accounts, including Expo and event PR work.
• Ogilvy PR: WPP-owned integrated communications brand with strong PR, social, and influencer capabilities. Competes for integrated marketing mandates where SSU positions itself as a PR-led alternative.

Direct peers

• Dentsu Public Relations: Japan's largest domestic PR firm, part of the Dentsu Group. Most directly comparable Japanese PR peer, competing for the same enterprise, government, and event PR mandates with deeper domestic scale.
• PRAP Japan: Tokyo-based independent PR agency specializing in corporate communications and IR support. Comparable mid-sized Japanese PR competitor with similar B2B client mix.
• Aoyama & Partners (ROPE): Independent Japanese PR firm with strong consumer and lifestyle practice. Comparable independent Japanese peer competing for brand and event PR mandates.
• Vector Group (Japan): Tokyo-headquartered integrated PR and marketing group with similar multi-subsidiary structure spanning PR, events, and digital. Directly comparable in scale and business model mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sunnysideup_mp
• YouTubeyoutube.com/@good_and_news
• Facebookfacebook.com/SunnySideUp.Inc
• Instagraminstagram.com/sunny_side_up_group
• LinkedInlinkedin.com/company/sunny-side-up-group-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SUNNY SIDE UP GROUP