Prain Global, one of South Korea’s leading independent PR agencies, and SUNNY SIDE UP Inc., a leading Japanese communications agency, today announced that they are strengthening their long-standing partnership.

The partnership combines Prain Global’s expertise in the Korean market with SUNNY SIDE UP’s deep knowledge of Japan to support Korean companies and brands entering or expanding in Japan, as well as Japanese companies and brands pursuing growth in Korea.

Prain Global and SUNNY SIDE UP formed a sister-agency partnership in 2015 and have since collaborated on numerous Korea–Japan communications projects, including client referrals, joint proposals and local market execution.

In recent years, business expansion between Korea and Japan has accelerated across a wide range of sectors, including food, beauty, fashion, entertainment and lifestyle.

Successful market entry requires far more than translating messages and distributing information. It demands an understanding of local culture, consumer behavior, media and influencer ecosystems, emerging trends, and market-specific communications strategies.

To meet these demands, Prain Global and SUNNY SIDE UP operate as a unified team, combining deep expertise in the Korean and Japanese markets with established local networks.

Based on a shared understanding of each client’s business strategy, brand values and communications objectives, the two agencies develop and execute programs tailored to each market. Services encompass strategy and planning, media and influencer relations, events, digital communications, content development, corporate communications, and paid media.

A Proven Track Record Across Korea and Japan

Throughout their partnership, which began in 2015, Prain Global and SUNNY SIDE UP have supported Japanese companies entering Korea and Korean companies expanding into Japan through joint communications programs, client referrals and collaborative proposals.

Their work includes a 2017 launch event and pop-up in Korea for a confectionery brand from a major global food company, as well as the 2019 Korean launch of a premium Japanese home appliance brand.

Most recently, in July 2026, Prain Global and SUNNY SIDE UP led communications for the Korean launch of OHAYO Dairy Products’ premium ice cream, OHAYO BRULEE MILK.

Through a closely coordinated approach, the two agencies executed media relations, a launch event, influencer engagement and digital communications. The launch event, held in Seoul on July 21, attracted approximately 50 media companies and 30 influencers, helping generate strong visibility and interest around the product ahead of its broader retail rollout in Korea.

From Korea to Japan, and Japan to Korea

Prain Global and SUNNY SIDE UP provide integrated PR and communications support for companies and brands seeking to enter or expand in the Korean and Japanese markets across three key areas:

Strategy & Planning

Market and communications landscape analysis, communications strategy development, brand and message localization

PR & Activation

Media relations, press conferences and launch events, influencer engagement, corporate communications

Digital & Content

Social media and digital communications, content planning and development, advertorial and paid media planning

Building on more than a decade of collaboration, Prain Global and SUNNY SIDE UP will continue to combine their local expertise, networks and communications capabilities to help companies and brands navigate new market opportunities and accelerate business growth across Korea and Japan.