"The jobs nobody wants to do are precisely the coolest." The '4K Project' Launches to Transform the Image of the Construction Industry

EOS Co., Ltd. (Headquarters: Iizuka City, Fukuoka Prefecture, Representative Director: Hyoma Tagaya) is launching a project to redefine the deeply rooted "3K (Kitsui - tough, Kitanai - dirty, Kiken - dangerous)" image of the construction and demolition industry, adding a new "K" for "Kakkoii" (cool) to create "4K." The project aims to transform the industry's image and solve the social issue of labor shortages.

As the first initiative of this project, Representative Director Hyoma Tagaya's first book, "Pride Born from Rubble" (Kamo Books Co., Ltd.), will be released on August 17, 2026. Through lectures, social media outreach, and community management, the project aims to spread the "4K" values nationwide, reaching 10,000 people within 2026.

First Book: Pride Born from Rubble

Why the "4K Project" Now?

The Japanese construction and demolition industry is indispensable for supporting our lives and social infrastructure, yet it faces a severe labor shortage. The number of construction workers has decreased from approximately 6.85 million in 1997 to about 4.77 million in 2025, a reduction of about 30%. Furthermore, while about 35% of workers are 55 years or older, only about 12% are under 29, making generational succession a major challenge (Source: Ministry of Land, Infrastructure, Transport and Tourism, construction-related statistics, etc.). Behind this situation is the long-standing image of "3K (tough, dirty, dangerous)" which has prevented the true value and appeal of the work from being adequately communicated.

However, construction and demolition are essential jobs that support people's lives, disaster recovery, and urban development. Hyoma Tagaya, Representative Director of EOS Co., Ltd., believes that "Because it's a job nobody wants to do, it's the most necessary and the coolest job for society." Based on this conviction, he proposes shifting from the "3K" image not by denying it, but by adding "cool" to create a new value of "4K." The goal is to create a society where construction and demolition workers take pride in their work, and the younger generation is inspired to say, "I want to do this job." The "4K Project" is launching as a social initiative to spread this value nationwide.

Workers chatting during work Demolition site

What is the "4K Project"?

The "4K Project" aims to transform the fixed notion of "3K (tough, dirty, dangerous)" in the construction and demolition industry into a new value of "4K," based on the belief that these are precisely the coolest jobs, and to communicate the pride of the workers to society. While the first initiative is a book publication, the goal is not just to deliver a single book. It is to create a society where construction and demolition workers take pride in their work, and children and the younger generation aspire to say, "I want to do this job." To achieve this, the following initiatives will be undertaken:

[Main Activities]

- Publication of the book "Pride Born from Rubble" - Holding lectures and seminars nationwide - Disseminating the appeal of "on-site workers" through social media - Information sharing through online communities - Collaboration with companies and educational institutions - Building a network of companies and individuals who resonate with the "4K" values

Based on these activities, we aim to spread the concept to 10,000 people within 2026.

Representative Director Hyoma Tagaya

Author's Comment

"What I want to convey with this book is not just about the construction and demolition industry. I want people who enter society without finding their own value or role to feel that they are useful to someone and to find their place. If that place happens to be in the construction or demolition field, I would be happy, and even happier if it spreads throughout society beyond the industry. Construction and demolition are proud jobs that support society. Because it's a job nobody wants to do, it has its own coolness.

'My job is cool.'

I want to increase the number of people who can proudly say that. I don't want to eliminate the word '3K.' I want to turn that word into pride. That is why I want to spread '4K.'"

Author Profile

Hyoma Tagaya, Representative Director of EOS Co., Ltd.

Born into a family running a demolition business, he was exposed to the field from childhood. After gaining experience in sales in a different industry, he returned to the family business and has been involved in building the company from both on-site and management perspectives.

Based on the belief that "Because it's a job nobody wants to do, it's a job one can be most proud of," he is working to improve the value of the construction and demolition industry and is disseminating the new value of "4K (cool)" nationwide.

[Book Overview]

Title: Pride Born from Rubble Author: Hyoma Tagaya Publisher: Kamo Books Co., Ltd. Release Date: August 17, 2026 Price: 2,000 yen (tax included) Sales: Nationwide bookstores and online bookstores

[Company Overview]

Company Name: EOS Co., Ltd. Representative: Representative Director Hyoma Tagaya Location: 1082-12 Aida, Yamagami, Iizuka City, Fukuoka Prefecture, 820-0052 URL: https://eco-eos.com/