Why 35+ Don't Know Mrs. GREEN APPLE's "Ao to Natsu" Reaching 1 Billion Streams – It's the Same Structure as "Instructions Not Reaching Younger Staff" at Work
Using Mrs. GREEN APPLE's hit as an example, this article explains the communication challenges in modern youth development.
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 22:42
- 🔍 Collected: March 30, 2026 at 22:56 (13 min after Published)
- 🤖 AI Analyzed: April 16, 2026 at 04:33 (389h 37m after Collected)
In January 2026, Mrs. GREEN APPLE's "Ao to Natsu" surpassed 1 billion cumulative streams. However, many managers in their 40s and 50s are unaware of this song. It's not because they "didn't try to know it," but because it "didn't reach their channel."
Keihiro Hirakou (Representative of Selection & Variation Co., Ltd.), an HR consultant, sees the same structure in this phenomenon as the reason why youth development fails in modern workplaces.
Overview
—Excerpt from Selection & Variation Official Insight—
"They only do what they're told," "They can't read the room" – these complaints from managers actually misidentify the core of the problem. In past workplaces, spending long hours in the same space naturally fostered a common language that "conveyed things without needing to be said." However, today's younger generation is not in that environment. The failure to reach them is not an issue with the younger generation's attitude, but a problem with the sender's channel settings.
Why does Mrs. GREEN APPLE's song reach young people? By leveraging TikTok, becoming the theme song for movies, and entering daily life – this is a result of design, not chance. Youth development is the same; before lamenting "Why don't they understand?", a shift in thinking is needed to consider "How can we make it reach them?", points out Hirakou.
Details are available on the Selection & Variation Official Insight.
https://sele-vari.co.jp/insight/ao_to_natsu_1billion/
About Selection & Variation Co., Ltd.
An HR consulting firm with high expertise specializing in the "organization and HR domain." We support transformations that contribute to strategy realization and performance improvement for companies of various industries and sizes, from TSE Prime-listed companies to small and medium-sized enterprises with dozens of employees.
We promote transformations related to people and organizations, such as corporate HR strategy formulation, HR system design, HR system operation, organizational culture improvement, and executive education.
■ Supporting reforms based on early adoption of "Job-Based Employment"
In the 1990s, when performance-based HR systems were spreading, Representative Hirakou was an early adopter in implementing HR systems compatible with job-based employment for a major electronics manufacturer. Since then, he has supported the transformation of over 200 companies by questioning whether "companies can truly grow" and "what HR can do to drive business and generate profits" in relation to new graduate hiring, seniority-based promotions, regular salary increases, and lifetime employment.
Now, we are supporting management reforms to turn the crisis into an opportunity for growth, based on the changes in working styles and lifestyles brought about by the COVID-19 shock.
■ Partial list of support achievements for companies from FY2020 onwards
Pharmaceutical industry (TSE Prime-listed)
IT platformer (TSE Prime-listed)
Specialized trading company (TSE Prime-listed)
System development industry (TSE Prime-listed)
Audit corporation-affiliated consulting firm
Telecommunications construction industry (TSE Prime-listed)
Other unlisted companies (manufacturing, service industries, etc.)
【Company Profile】
FAQ
Why is the song "Ao to Natsu" by Mrs. GREEN APPLE not known by many people over 35?
The article suggests that it's not due to a lack of effort, but rather that the song hasn't reached their 'channel' or sphere of awareness. This is compared to how instructions from management might not reach younger employees if the communication method isn't aligned with their preferred channels.
What is the connection between the song's popularity and workplace communication issues?
The article draws a parallel: just as Mrs. GREEN APPLE strategically uses platforms like TikTok and movie tie-ins to reach younger audiences, managers need to adopt similar strategic approaches to ensure their communication and instructions effectively reach younger employees. The failure is often in the delivery method, not the message itself or the recipient's willingness.
What is the core problem with current youth development in the workplace, according to the article?
The article argues that the common complaints about younger staff ('only do what they're told,' 'can't read the room') stem from a communication gap. Unlike in the past where shared experiences fostered implicit understanding, today's younger generation requires explicit and targeted communication strategies. The issue lies in the sender's inability to adapt their communication 'channel' to reach the receiver.
What is Selection & Variation Co., Ltd. and what is their expertise?
Selection & Variation Co., Ltd. is an HR consulting firm specializing in organization and HR domains. They support companies in strategy realization and performance improvement by assisting with HR strategy formulation, system design and operation, organizational culture improvement, and executive education.