'Superman' Yoshio Itoi Appears at KOTONA's Dialogue-Based Entrance Ceremony, Addressing Gen Z Values

KOTONA (Headquarters: Kita-ku, Osaka; Representative: Akihisa Yamazaki), an advertising agency that leverages the synergy of design and marketing—'Desarketing'—to convey the value of companies and brands, has held its 2026 entrance ceremony and welcomed new members. This is the first time KOTONA has held such a ceremony. While maintaining traditional elements like formal greetings and the issuance of appointment letters, the program was designed around 'dialogue' to align with the values of Gen Z.

Redesigning the Entrance Ceremony for Gen Z Values In recent years, work values have shifted significantly, especially among Gen Z. Surveys show that about 60% of people in their 20s prioritize private life. Furthermore, they tend to value communication with people close to them for career development. Based on this, KOTONA redefined the entrance ceremony from a 'place to welcome' to a 'place to build relationships.'

Organizational Development Starting from Dialogue The core was 'Vision Sharing' between existing employees and new hires. Existing employees shared their current status, including their ideal leadership image and current progress, admitting they are still in the process of reaching their goals. This created a dialogue where both sides could face each other as 'unfinished' individuals. New hires expressed their values, such as 'challenging without fear of failure.'

Value Created by Flat Relationships By sharing their true selves, existing employees made it easier for new hires to be honest, creating a foundation for a relationship where they can rely on each other and provide stimulation.

Encouragement from Special Advisor Yoshio Itoi Former professional baseball player and KOTOMOS Holdings Co., Ltd. Special Advisor Yoshio Itoi appeared. He shared powerful messages: 'Try it first. There are things you can only see by challenging yourself,' and 'Taking action when things are tough moves your feelings forward.' In an interview, he discussed his retirement, how to face periods without results, and the importance of individual roles in a team. His words, 'Always finish what you decide for yourself,' left a strong impression on everyone. The event was filled with warmth and passion, leaving the audience inspired.

Towards the Future of KOTONA The entrance ceremony is not the goal, but the start. KOTONA will continue to build an organization that grows through dialogue across positions and years of service.