Etsuko Tsugihara

Japan

Etsuko Tsugihara is the founder and CEO of SUNNY SIDE UP GROUP (SSUG), a leading Japanese PR and communication company celebrating its 40th anniversary. As one of the very few female founders of a publicly listed company in Japan, she has led SSUG since its inception -growing it into a group of nine companies and achieving record-high revenue and profit while embedding sustainability, DEI, and social impact into its core business.

Under her leadership, SSUG became Japan’s first B Corp-certified PR company and rebranded in 2026 as the “GOOD IMPACT GROUP,” reinforcing its mission to drive lasting positive change through communication. Over the past year, Tsugihara led structural transformation, appointed top-tier experts in branding, AI, and marketing, and expanded impact across Expo 2025 Osaka, regional revitalization, and global partnerships.

Beyond business, she serves as Vice Chair of Keidanren’s Executive Committee and Chair of its Diversity & Inclusion Committee -an extraordinary position for someone from the PR Communication industry. A visionary agency head who bridges strategy, creativity, and purpose, Tsugihara continues to redefine the role of communication in business, society, and the future.