"Superhuman" Special Advisor Yoshio Itoi Takes the Stage: KOTONA Inc. Holds an "Interactive Induction Ceremony" Facing Gen Z Values
Advertising agency KOTONA held an interactive induction ceremony tailored to Gen Z values. Special Advisor Yoshio Itoi took the stage, aiming to build a flat relationship between new and existing employees.
📋 Article Processing Timeline
- 📰 Published: April 2, 2026 at 04:42
- 🔍 Collected: April 2, 2026 at 09:03 (4h 20m after Published)
- 🤖 AI Analyzed: April 21, 2026 at 06:45 (453h 42m after Collected)
KOTONA Inc. (Headquarters: Kita-ku, Osaka; Representative: Akihisa Yamazaki), an advertising agency that conveys corporate and brand value utilizing its strength in "Desirketing" (a multiplication of Design and Marketing), held its FY2026 induction ceremony to welcome new colleagues.
This induction ceremony marks the first of its kind for KOTONA. While valuing traditional ceremony elements such as speeches by representatives and the handing out of official appointment letters, this year we designed a program centered on "dialogue" as an initiative responding to the values of Generation Z.
■ Redesigning the Induction Ceremony and Gen Z Values
In recent years, work values have changed significantly, especially among Generation Z.
For example, in a survey targeting people aged 20 to 29, top answers included "working while maintaining a work-life balance" and "separating work and private life," with about 60% responding that they "value a fulfilling private life." (Source: Human Holdings Co., Ltd., "Survey on the Work Views of the Youth")
Furthermore, in career building, there is a tendency to emphasize communication with familiar people, such as exchanging information with bosses, colleagues, and friends. (Source: Mynavi Corporation, "Survey on the Work and Career Views of Generation Z")
Based on this background, KOTONA redefined the induction ceremony from a "place to welcome" to a "place to build relationships."
■ Organization Building Starting from Dialogue
At the center of this was "Vision Sharing" between existing and new employees. Existing employees verbalized their ideal image of a boss, their current level of achievement, and the team they aim for, sharing their current status as it is. Words such as "I'm still at 45 points compared to my ideal" and "I am also still on the way to my ideal" were spoken, creating a dialogue where they faced each other in an incomplete state.
On the other hand, new employees verbalized their values and goals, such as "challenging without fear of failure" and "continuing to update my personal best," taking their first steps as working adults.
■ The Value Generated by Flat Relationships
By having existing employees share their true selves, it becomes easier for new employees to interact with their honest intentions, creating a foundation for a relationship where they can easily rely on each other, be relied upon, and stimulate each other. KOTONA aims to build an organization that grows both individually and as a team.
■ Encouragement by Special Advisor Yoshio Itoi
This induction ceremony marks the first of its kind for KOTONA. While valuing traditional ceremony elements such as speeches by representatives and the handing out of official appointment letters, this year we designed a program centered on "dialogue" as an initiative responding to the values of Generation Z.
■ Redesigning the Induction Ceremony and Gen Z Values
In recent years, work values have changed significantly, especially among Generation Z.
For example, in a survey targeting people aged 20 to 29, top answers included "working while maintaining a work-life balance" and "separating work and private life," with about 60% responding that they "value a fulfilling private life." (Source: Human Holdings Co., Ltd., "Survey on the Work Views of the Youth")
Furthermore, in career building, there is a tendency to emphasize communication with familiar people, such as exchanging information with bosses, colleagues, and friends. (Source: Mynavi Corporation, "Survey on the Work and Career Views of Generation Z")
Based on this background, KOTONA redefined the induction ceremony from a "place to welcome" to a "place to build relationships."
■ Organization Building Starting from Dialogue
At the center of this was "Vision Sharing" between existing and new employees. Existing employees verbalized their ideal image of a boss, their current level of achievement, and the team they aim for, sharing their current status as it is. Words such as "I'm still at 45 points compared to my ideal" and "I am also still on the way to my ideal" were spoken, creating a dialogue where they faced each other in an incomplete state.
On the other hand, new employees verbalized their values and goals, such as "challenging without fear of failure" and "continuing to update my personal best," taking their first steps as working adults.
■ The Value Generated by Flat Relationships
By having existing employees share their true selves, it becomes easier for new employees to interact with their honest intentions, creating a foundation for a relationship where they can easily rely on each other, be relied upon, and stimulate each other. KOTONA aims to build an organization that grows both individually and as a team.
■ Encouragement by Special Advisor Yoshio Itoi