SUNNY SIDE UP GROUP Inc. (Shibuya-ku, Tokyo; President and CEO: Etsuko Tsugihara; hereinafter referred to as “the Company”) is pleased to announce that it has entered into a strategic partnership agreement with Marunouchi Capital Co., Ltd. (Chiyoda-ku, Tokyo; President and CEO: Masatsugu Fujita; hereinafter referred to as “Marunouchi Capital”), an investment fund in which Mitsubishi Corporation has invested, on May 13, 2024 (Monday) to enhance the corporate value of its investee companies. This is the first attempt in the PR industry to form a partnership with a corporate investment fund.

Under the slogan “Let’s Have Fun!”, the Company develops communication services based on PR ideas for various companies and organizations. In the core business of brand communication, we provide a wide range of solutions that go beyond the narrow definition of PR, including marketing strategy planning and consulting. In addition, we have been focusing on “social action” to contribute to solving social issues since before the adoption of the SDGs (Sustainable Development Goals). We aim to realize a better society by utilizing the power of communication to support companies and organizations in their PR activities and creation of social value.

On the other hand, Marunouchi Capital is an operating company of a corporate investment fund in which Mitsubishi Corporation invests, and utilizes the creditworthiness, business, and human resources of the Mitsubishi Corporation Group to create unique investment opportunities. It has a proven track record of investing in a wide range of sectors, including the retail sector such as distribution and food service, and supports the long-term corporate value creation of its investee companies.

In recent years, the growing awareness of sustainability throughout society has begun to significantly impact consumer behavior, and the very way companies exist and their stance are being valued as much as the value of their products and services.

This trend is expected to accelerate further in the future, and the importance of properly communicating messages such as the direction companies are aiming for and their mission and responsibility to society is increasing. Against this backdrop, we will leverage our PR and brand communication expertise and know-how, which we have cultivated since our founding, to support brand communication for many of Marunouchi Capital’s investee companies across its broad business base, with the aim of further enhancing corporate value, and we have reached this partnership agreement.

In this partnership agreement, we will build a system to provide our PR and brand communication services in an organized and efficient manner, not only for marketing support to Marunouchi Capital’s investee companies, but also in the selection of investee companies, while also considering personnel exchanges between the two companies in the future. By delivering the essential value of each investee company to the world in a correct and broad manner through “Let’s Have Fun!”, which is based on PR ideas and sometimes renews the common sense of society, we aim to create sustainable growth for both companies, improve the value of investee companies, and further create vitality for Japanese companies as a whole.

■Comment from Etsuko Tsugihara, President and CEO of SUNNY SIDE UP GROUP Inc.
We have been working with Marunouchi Capital, an investment fund affiliated with Mitsubishi Corporation with a wealth of investment experience, especially in the retail sector, on value-up measures for its investees, and we believe that this business alliance is extremely compatible with our group and will have a high synergistic effect on our future growth.

It is a service that we have been providing with confidence for many years to not only spread the features of products and services to the world through the power of PR communication, but also to improve the value of our client companies and deliver it widely to the world. “If people’s hearts move, their awareness changes, and their behavior changes. If behavior changes, the world will surely become a better place.” With the power of such PR communication, we will continue to support Marunouchi Capital’s investees and many other companies and organizations in enhancing their value.

■Comment from Masatsugu Fujita, President and CEO of Marunouchi Capital Co., Ltd.
Since our establishment in 2008 as a corporate investment fund affiliated with Mitsubishi Corporation, we have been supporting various companies in enhancing their corporate value through investment. Among them, we have been involved in supporting many retail-related companies, and we have been able to realize support for enhancing corporate value through the activation of investees’ branding strategies and PR activities with the support of SUNNY SIDE UP GROUP. We believe that the partnership with SUNNY SIDE UP GROUP, one of the leading companies in the PR communication field, is very meaningful in accelerating our future corporate investment activities.

We believe that PR communication, which correctly captures and refines the inherent value of companies and brands while increasing awareness in society, is essentially similar to the activities of corporate investment funds and is highly compatible. Through this partnership, we will do our utmost to contribute to the development of many more Japanese companies than ever before.

■Overview of Marunouchi Capital Co., Ltd.
A corporate investment fund management company established in 2008 by Mitsubishi Corporation and others. While having an investment decision-making body independent from its shareholder, Mitsubishi Corporation, it utilizes Mitsubishi Corporation’s creditworthiness, business, and human resources to provide unique added value and is working to strengthen the long-term competitiveness of its investee companies.

Company name: Marunouchi Capital Co., Ltd.
Representative: President and CEO Masatsugu Fujita
Established: April 1, 2008
Head office location: 6th floor, International Building, 3-1-1 Marunouchi, Chiyoda-ku, Tokyo
Website: https://www.marunouchi-capital.com/