On Tuesday, June 11, 2024, Shape Win Co., Ltd.’s PR Manager Ryoko Sugimoto delivered a lecture at Ryutsu Keizai University (Operated by Nippon Express School Corporation, Location: Ryugasaki City, Ibaraki Prefecture, President: Toshiaki Nojiri) to approximately 150 students in the Faculty of Economics Marketing Theory class. The lecture was titled “Inbound PR and Marketing for Overseas Companies and Organizations in Japan.”
Ryoko Sugimoto delivering a lecture to the students
Background and Market Environment
With the end of the COVID-19 pandemic and the depreciation of the yen, inbound tourism to Japan has been significantly increasing. According to the Japan National Tourism Organization (JNTO) (※1), the number of inbound tourists in 2023 increased by 200% compared to 2022. Additionally, economic uncertainties in Europe have led many overseas companies to focus on the Japanese market, accelerating their entry into Japan. The British Chamber of Commerce report (※2) indicates that the entry of European companies into the Japanese market increased by 30% year-on-year in 2023.
During the pandemic, while Japanese companies scaled down their PR activities, many overseas companies strengthened their PR efforts in Japan. According to a Dentsu survey (※3), the PR budget for overseas companies in Japan increased by an average of 25% from 2020 to 2022. As a result, around 70-80% of Shape Win’s clients are now overseas companies.
Lecture Content
In her lecture, Sugimoto illustrated what PR is and what activities it involves, drawing on personal experiences from her PR and marketing initiatives for overseas clients in Japan. One notable example Sugimoto cited was the PR campaign for CNIEL, the French interprofessional organization for the dairy industry. Sugimoto and her team created a multifaceted approach, including the launch of a pop-up store, a collaboration with a famous French chef, media events, creating collaborative content with influencers , and digital campaigns.
At the end of the lecture, Sugimoto discussed the difficulties and rewarding experiences of working with overseas clients. The session was highly engaging, with many students asking questions, making it a valuable experience. The students gained practical marketing strategy knowledge that will be beneficial for their future careers. We hope that this lecture has sparked an interest in PR and international work among the students.
Student Reactions and Feedback
“I was very interested in social media marketing, so this class was fascinating. The question about the difference between PR and advertising was something I hadn’t thought about before, but the lecture helped me understand PR more deeply.”
“I feel like I got to hear stories that we might not experience in our lifetime. This lecture made me think about broadening my horizons overseas. Thank you for the new discoveries.”
“I always thought it would be amazing to work abroad, and seeing someone working with international clients was inspiring. It was really cool.”
Lecturer Profile
Ryoko Sugimoto PR Manager, ShapeWin Co., Ltd.
Ryoko Sugimoto graduated from Aoyama Gakuin University’s Department of English and American Literature. She studied English in the United States for a year during high school. After graduating from university, she worked at an advertising agency, handling sales promotions for major clients such as Lawson and Suntory. Sugimoto then transitioned to a cosmetics company, focusing on marketing. Since 2021, she has been working at Shape Win Co., Ltd. as a PR Specialist and SNS Marketing Director, handling both domestic and international clients. Her roles include creating commercial videos and directing events. She specializes in SNS marketing and holds an advanced SNS expert qualification. Sugimoro is proficient in English and she conducts all client communications in English.
Sources:
- Japan National Tourism Organization (JNTO) 2023 Inbound Tourist Report
- British Chamber of Commerce 2023 Market Entry Report
- Dentsu 2022 PR Budget Survey