Hosting a Study Session on University Public Relations and Student Recruitment for University Stakeholders

Rizapuro Inc. (Headquarters: Tokyo, CEO: Chenyang Sun) will co-host, together with KPMG Consulting Co., Ltd. and the Waseda University Institute for Creative Democracy, a study session titled 'University Strategy Based on Changing Generational Values: Practical Approaches to Strategic Design and Organizational Transformation' on Monday, June 29, 2026, from 15:00 at the Waseda University Nihombashi Campus. This event is designed for university stakeholders and focuses on university public relations and admissions strategy.

Traditionally, students have prioritized factors such as deviation scores, reputation, location, tradition, and employment rates when choosing universities. However, there is a growing trend among applicants who now consider aspects such as 'whether the learning environment suits me,' 'if the university offers a path toward their future,' and 'whether they can envision personal growth after enrollment.'

In this evolving landscape, university PR and admissions teams face challenges in effectively communicating institutional value to prospective students and their parents using conventional information dissemination methods alone.

This study session will provide diverse perspectives on how universities can articulate their value and effectively reach prospective students in the current era, drawing on survey results on changing youth values, real-life case studies of academic path selection, and insights into university management and organizational transformation.

Session Content

1. Presentation of Survey Results on Changing Youth Values

Speaker: Mitsuki Shimada, Director, Waseda University Institute for Creative Democracy

As Japan's declining birthrate continues, how are the values and criteria for university selection among young people changing?

This session will analyze shifts in the mindset of 18-year-olds and younger based on survey data on evolving youth values. Beyond traditional decision-making factors such as university name and deviation scores, the session will explain what influences applicants' choices and discuss the perspectives needed for future university PR and recruitment strategies.

2. Student Insights from the Frontlines of PR and Recruitment

Speaker: Chenyang Sun, CEO, Rizapuro Inc.

Drawing on real-life examples of academic path decisions, Mr. Sun, CEO of Rizapuro, who has extensive experience advising students and parents through recommendation-based and comprehensive admission processes, will explain changes in applicants' decision-making.

For example, he will present the case of a student who was accepted to both Waseda University and Rikkyo University but ultimately chose Rikkyo. The session will explore why the student did not base their decision solely on university prestige, what information they accessed, and the reasoning behind their final choice.

Through concrete examples observed on the frontlines, the session will reveal what today's applicants truly look for in universities and what kind of information design is required in university PR.

3. Designing University Strategies and Implementing Organizational and Functional Transformation in Response to Changing Values

Speaker: Daiki Ito, Manager, KPMG Consulting Co., Ltd.

Amid declining birthrates, societal changes, and shifting youth values, university management is at a critical turning point.

Student recruitment is no longer just a public relations activity; it is increasingly becoming part of broader management challenges, including how to design and communicate a university's educational value, strategic vision, and social role.

From a university management perspective, this session will explain how to design future-oriented university strategies and implement the necessary organizational and functional transformations to execute them effectively.

Background of the Event

In today's university recruitment landscape, simply increasing the volume of information is not sufficient.

It is essential to understand what expectations and concerns prospective students and their parents have toward universities and what criteria they use to make decisions, in order to effectively communicate institutional value.

Information on faculties, curricula, employment outcomes, study abroad programs, and admission methods remains important in university selection. However, merely listing such information is increasingly ineffective in influencing applicants' decisions.

What is now required is to communicate, from the applicant's perspective, 'the meaning of studying at this university,' 'the reasons for choosing this university,' and 'what kind of future can be envisioned after enrollment.'

This study session will explore the future direction of university PR and admissions strategies from three perspectives: survey data, frontline case studies, and management insights.

Event Overview

Title: University Strategy Based on Changing Generational Values: Practical Approaches to Strategic Design and Organizational Transformation

Date and Time: Monday, June 29, 2026, 15:00–17:00

Registration Opens: 14:45

Format: In-person attendance only

※ No online streaming will be provided.

Venue: Waseda University Nihombashi Campus

Address: 5th Floor, COREDO Nihombashi, Nihombashi Ichome Mitsui Building, 1-4-1 Nihombashi, Chuo-ku, Tokyo

Fee: Free / Pre-registration required

Capacity: 30 participants

※ In case of oversubscription, registration will be on a first-come, first-served basis.

Target Audience: University executives, PR/communications officers, admissions officers, and other university staff involved in student recruitment

Registration Page: [Registration link here]

Speakers

Mitsuki Shimada, Director, Waseda University Institute for Creative Democracy

Chenyang Sun, CEO, Rizapuro Inc.

Daiki Ito, Manager, KPMG Consulting Co., Ltd.

Company Overview

Company Name: Rizapuro Inc.

Representative: CEO Chenyang Sun

Founded: June 2020

Headquarters: Shinjuku-ku, Tokyo

Business Activities: Educational services, online preparatory school operations, educational media operations

URL: https://rizapuro.co.jp/