SUNNY SIDE UP Inc. (Head Office: Shibuya, Tokyo; “SUNNY SIDE UP”) and Prain Global Co., Ltd., one of Korea’s leading PR consulting firms (Head Office: Seoul, Korea; “Prain Global”), are further strengthening their partnership to actively expand their Japan-Korea cross-border PR and communications services.

Building on over a decade of collaboration and their respective expertise and networks in the Japanese and Korean markets, the two companies will provide integrated support for Japanese companies and brands entering the Korean market, as well as Korean companies and brands entering the Japanese market.

Since forming a Sister Agency partnership in 2015 as key partners representing Japan and Korea within their respective global networks, SUNNY SIDE UP and Prain Global have collaborated on numerous cross-border PR and communications projects.

In recent years, cross-border expansion between Japan and Korea has become increasingly active across a wide range of sectors, including food, beauty, fashion, entertainment, and lifestyle.

Successfully establishing a brand or product in an overseas market, however, requires more than simply communicating information or translating language. It requires a deep understanding of local culture and trends, the media landscape, and consumer values, as well as the ability to develop and execute communications tailored to each market.

SUNNY SIDE UP and Prain Global bring together PR professionals with extensive knowledge of the Japanese and Korean markets to work as one integrated team. Sharing a common understanding of each brand’s strategy and values, the two companies provide a broad range of communications services tailored to each market—from communications strategy development to media relations, influencer/KOL programs, launch events, social media and digital communications, and content development—all through a seamless, one-stop approach.

Over a Decade of Japan-Korea Collaboration

Since establishing their partnership in 2015, SUNNY SIDE UP and Prain Global have continuously supported PR and communications activities for Japanese companies in Korea and Korean companies in Japan, including client referrals and joint proposals.

Their collaborative projects have included a launch event and pop-up in Korea for a confectionery brand of a major global food company in 2017; the Korean launch of a premium Japanese home appliance brand in 2019; and, most recently, the Korean launch of OHAYO Dairy Products Co., Ltd.’s premium ice cream brand “BRULEE MILK” in July 2026, including a launch event and digital communications initiatives.

For the recent launch of “BRULEE MILK” in Korea*, SUNNY SIDE UP, which had developed a deep understanding of the brand and product in Japan, worked closely with Prain Global, leveraging its extensive knowledge of Korean media, influencers, and consumers.

Working as one team, the two companies developed and executed a communications strategy tailored to the Korean market, spanning media relations, a launch event, influencer programs, and digital communications. The campaign successfully generated significant attention in Korea and contributed to a strong start in the market, with sales performing well following the launch.

*Reference: OHAYO Dairy Products Co., Ltd. press release, July 22, 2026
https://www.ohayo-milk.co.jp/info/2026072201.html

From Japan to Korea, and Korea to Japan: One Team, Communications Tailored to Each Market

SUNNY SIDE UP and Prain Global provide a wide range of PR and communications services for companies and brands seeking to enter or expand their businesses in the Japanese and Korean markets, including:

-Market and communications landscape analysis
-PR and communications strategy development
-Brand and message localization
-Media relations
-Press conferences and launch event planning and execution
-Influencer/KOL communications
-Social media and digital communications
-Content planning and development
-Corporate communications
-Advertorials and paid media 　　　　and more

Moving forward, SUNNY SIDE UP and Prain Global will continue to leverage the partnership they have built over more than a decade, together with their expertise and networks in both markets, to connect Japan and Korea through communications and support companies and brands as they take on new market opportunities and pursue further business growth.

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■About Prain Global Co., Ltd.

Founded in 2000, Prain Global (www.prain.com) is South Korea’s leading independent public relations agency, offering integrated communications services across public relations, digital marketing, advertising, consulting, entertainment and sports marketing. Ranked No. 54 in the 2025 Global Top 250 PR Agency Ranking and No. 1 in South Korea, Prain Global serves global and domestic clients including Fortune 500 companies and government organizations. Through PGA Plus, its global network of independent PR agency partners, Prain Global provides seamless cross-border communications support for clients worldwide.

Company: Prain Global Co., Ltd.
President & CEO: Pyungki Kim
Official Website: https://www.prain.com/