SUNNY SIDE UP GROUP Inc. engages in marketing and communication services primarily in Japan, operating through five business segments: Marketing Communication, Sports Marketing, Sales Promotion & Merchandising, Foods (bills brand restaurant operations and licensing), and Business Development. The company offers comprehensive public relations services including PR strategy proposals, media targeting, event planning and management, risk management, corporate PR, promotional campaigns, strategic branding, and content development. Additionally, it provides sports consulting, sports event planning and athlete content development, leveraging sports marketing to maximize brand appeal. The company also manages the bills restaurant brand, including branding, business development, and licensing. Founded in 1985 and headquartered in Tokyo, Japan, SUNNY SIDE UP GROUP Inc. was formerly known as SUNNY SIDE UP Inc. until its rebranding in January 2020. Recent strategic activities include improving profitability in its core business and positioning for growth through mergers, acquisitions, and other expansion initiatives anticipated to drive mid-term profit growth. The company continues evolving with a focus on innovative planning and execution across segments, supporting diverse clients with marketing, event, food branding, and business development consulting services. It has approximately 360 employees and operates primarily in the Japanese market. The company holds a share capital of 550 million yen as of mid-2025.