Inside the Reality of Corporate Events: GP’s New Project “KAKERU” Vol. 1

Hello to everyone reading the GP Journal! I’m Sugiyama, an Event Director at GLOBAL PRODUCE.

Today, I’d like to introduce KAKERU, a new GP project launched in 2026. I hope you’ll stay with us until the end!

Introduction — The Idea Behind KAKERU

GLOBAL PRODUCE has launched KAKERU, an offline seminar series for professionals responsible for corporate events.

Through my work on numerous corporate events, there is something I have come to realize time and again: there is an incredible amount of valuable knowledge behind corporate events that rarely gets shared publicly.

A successful event is about much more than a beautiful stage or impressive visuals. How did the person in charge engage people across the company? What goals did they set? What challenges did they overcome? And what did they ultimately achieve?

It is within this process that we believe there are valuable insights that can inspire and guide others facing similar challenges.

Yet, there are surprisingly few opportunities for these experiences to be shared beyond the walls of each company. That is why we wanted to create a place where the realities of corporate events can come together.

KAKERU is a community where event professionals can learn from one another beyond company boundaries, gaining new perspectives and building new connections.

The name “KAKERU” reflects three ideas expressed through different Japanese words that share the same pronunciation: kakeru (掛ける), combining knowledge and ideas; kakeru (架ける), building bridges between people; and kakeru (駆ける), moving forward toward new challenges.

Why Talk About the “Reality of Corporate Events” Now?

The role of corporate events continues to expand year by year.

Company-wide meetings, award ceremonies, kickoffs, and other events are no longer simply internal occasions. They are evolving into strategic management initiatives that communicate leadership messages and help shape organizational culture.

At the same time, many of the challenges faced by those responsible for these events are surprisingly similar, regardless of the company.

“How did you convince senior management?”

“What did you prioritize with a limited budget?”

“What internal coordination proved even more difficult than the event production itself?”

“Did the organization actually change after the event?”

The people best equipped to answer these questions are those who have actually experienced these situations firsthand.

KAKERU is not a seminar that simply showcases successful case studies.

By sharing not only the results, but also the thinking behind key decisions and the realities on the ground, we aim to raise the value of corporate events throughout Japan.

Vol. 1 | Discovering the Essence of Events Through a 1,000-Person Convention

For our memorable first edition, we welcomed Takahiro Mochizuki, Executive Officer and Head of the Rintosull Business Division at LAVA International Co., Ltd., as our guest speaker.

The theme was an internal convention attended by approximately 1,000 people.

Starting with the original vision behind the event—“Why did we decide to create this event in the first place?”—Mr. Mochizuki shared the entire process in detail, from the project structure and careful design of the awards program to feedback received from employees after the event. It was a valuable look at the story behind the numbers.

We also held a cross-talk session with our director Kosuge, who was responsible for the project. Together, they explored the thinking behind the event production, spatial design, and participant experience, examining a single event from multiple perspectives.

During the Q&A session, questions continued right up until the scheduled end time. It was particularly impressive to see each participant listening closely while considering, “How could we apply this to our own company?”

Building a Community Beyond Your Own Company

At KAKERU, the experience does not end with simply listening to a presentation.

In his opening remarks, our CEO, Masaki Kohata, shared one message with the participants:

“Before you leave today, make sure you’ve found new peers beyond your own company!”

Following the seminar, participants took part in table discussions centered on the theme, “How can we apply what we learned today within our own companies?”

The networking session that followed naturally brought together people from different companies and industries, with business cards and ideas being exchanged throughout the venue.

There are challenges that people can relate to precisely because they share similar roles. At the same time, working in different industries can reveal perspectives and insights that might otherwise never emerge.

A conversation sparked by a single presentation can lead to new ideas and even the next challenge. Seeing those connections unfold was exactly the kind of scene we had envisioned when creating KAKERU.

Conclusion | Corporate Events Become More Exciting When Knowledge Comes Together

There is still a wealth of valuable knowledge within corporate events that has yet to be shared.

If we can take that knowledge beyond individual companies and bring different experiences and ideas together across society, corporate events in Japan can become even more exciting—and even more valuable.

At GLOBAL PRODUCE, we truly believe that the power of each and every event can make society just a little better. KAKERU has begun its journey as a platform to help make that vision a reality.

The next edition, Vol. 2, is scheduled for Friday, September 11, 2026.

Our guest will be Daisuke Muraoka, Manager of the Human Resources Development Department at AEON Co., Ltd. He will share the realities of corporate events from the perspectives of talent development and organizational development.

KAKERU has only just begun. By bringing together the knowledge and experiences of everyone involved in corporate events, we hope this space will grow into a valuable community for the industry.

We look forward to seeing you again at the next KAKERU!

Thank you very much for reading until the end!