Hello, this is GP’s Somemiya. Today, I interviewed our company president, Kouhata, about the inspiration behind founding the company and the vision for its second founding phase. From stories shared at seminars to exclusive insights, we’ve packed in a lot. Be sure to check it out!

Q. Can you tell us about the background of Global Produce Co., Ltd.’s Founding?

The motivation was to “create better events” and to build a team that could achieve that. Initially, I was a serious corporate employee known for my diligent approach. I didn’t have a strong desire for independence driven by “wanting more money” or “freedom.”

The turning point came when I read Confessions of a CEO in Shibuya by Susumu Fujita, CEO of CyberAgent, Inc. Reading about how he shaped his company, I realized, “Entrepreneurs aren’t just special geniuses; I might have a chance too.” I loved my work, my bosses, and clients, but as I entered my 30s, I felt the need to take on bigger challenges, realizing that “not taking risks is a risk in itself.” That’s when I decided to start my own company.

Q. The company has seen steady growth since its founding. What do you think is the secret to this success?

Attention to detail, precision, and sincerity. From marketing to production, operations, and partnerships—we’ve meticulously focused on each aspect. Our principle is to do what anyone can do, but with more dedication than anyone else. GP has consistently grown around 120% annually since its founding, which I believe is a testament to this dedication.

Q. What have you emphasized the most while managing the company?

From an organizational perspective, it’s about having “the deepest love and the coldest heart.” Managing a business is about handling contradictions, and knowing when to cut losses is essential. As an individual, I prioritize professionalism above all.

Q. What has been the biggest challenge you’ve faced in the past?

The COVID-19 pandemic was a major turning point. With the atmosphere wordlessly suggesting that “events are out of the question,” we quickly pivoted to online events, creating services and materials and actively pitching to clients with the message, “We can still host events online.” It was a time when cancellations were the norm, and I remember being desperate to sell. This challenge with online events allowed us to continue growing, even during the pandemic.

Q. It’s been about 12 years since the company’s founding—how do you feel about the company’s “now”?

I feel that, positively and negatively, the current state is quite different from the vision I had at the time of founding.

On the positive side, I didn’t expect we could systematize operations to this extent. Our business has continued to grow, our global expansion is going well, and the level of business we’re achieving is beyond what I had imagined.

On the negative side, it’s the composition of our team. Currently, half of our team is composed of trainees. I had envisioned a group made up entirely of professionals, so this was unexpected. Additionally, the tenure of younger employees has been shorter than I anticipated, which isn’t solely a generational issue. I had imagined nurturing talent over 5-10 years and seeing them flourish, but perhaps that was just a fantasy.

That said, this team composition is the result of a rational decision. In hiring both fresh graduates and mid-career professionals, I’ve found that fresh graduates tend to learn and adapt more quickly. I believe that this structure allows us to deliver even better events for our clients.

Q. Can you share the story behind choosing the company name?

Here’s the note I made before deciding on the company name:

I wanted a name that would give the impression of a business that’s been around for ten years right from day one, something clients could trust. So, I chose “Global”—a slightly dated word even at that time—and from the options, “Global Produce” had the best rhythm. I also liked the abbreviation “GP.”

Q. How do you create an environment that fosters innovation within the company?

In terms of structure and environment, I see all our partners—be they internal or external—as colleagues working together to create events. It’s like a company named “Japan Event Company,” where there’s no division between internal and external members. We’re currently designing the layout for our new office, aiming to create a space that naturally encourages communication. I’ll share more about the new office soon!

Q. Why does GP emphasize the “5 Spirits”?

The concept of the 5 Spirits was inspired by seeing slogans like Nike’s “Just do it!” from global companies.

People who excel at work are confident and positive. I think showing a gloomy side at work isn’t cool. The impression we leave on others in a professional setting is crucial, which is why we included “Always Fun” as one of the 5 Spirits.

Q. What goals have you set for yourself moving forward, Kouhata-san?

“Work like you’re playing.”

It’s about working with a sense of fun! That’s the kind of thing I think is cool. Of course, balance is key, but:
“The GAME of making people happy through event production.”  
“The GAME of expanding our territory in business.”  “The GAME of shaping my worldview and aesthetics.”  
“The GAME of completing tasks within deadlines.”  “The GAME of crafting compelling proposals.”  
“The GAME of nurturing top-class producers.”  “The GAME of embracing cutting-edge challenges.”

No one can beat those who work because they genuinely love what they do. Personally, I often feel that I’m too serious. While I don’t feel lonely, becoming a CEO means I’m more involved in management than in event production, which I’m most passionate about. I believe that if the CEO works with a sense of fun, it energizes the rest of the company, so I aim to enjoy myself more and work the way I love!

Q. As part of the second founding phase, what new goals and visions have you set?

For the second founding phase, we’ve set six key themes:

“Things to Do in the Second Founding Phase”  
KEYWORDS

1 GP2024 H1 Kick-Off Meeting 
START YEAR
Event Professional
This is our essence. Manifesting the 5 SPIRITS (FOGAS).

2 GP2024 H1 Kick-Off Meeting
START YEAR
PIVOT
Shifting focus to areas where we can excel. Avoiding activities we aren’t confident in.  
Online events, G Studio, Metaverse, Knowledge Activation, Glocal strategy, Consulting, Sports, Independent Productions, Concerts, Branding, and Web.

3 GP2024 H1 Kick-Off Meeting
START YEAR
GLOBAL
Engaging with overseas clients. Expanding our network globally.
By 2030, aim for half of GP’s revenue to come from foreign markets.

4 GP2024 H1 Kick-Off Meeting
START YEAR
AI
We have no choice but to engage with AI, in order to advance. 

5 GP2024 H1 Kick-Off Meeting
START YEAR
GP BRANDING
Standing out is GP’s style. We aim to be more well-known than TeamLab, Dentsu, or Avex.

6 GP2024 H1 Kick-Off Meeting
START YEAR
PURPOSE
Our genuine commitment to contributing to society. Aligning with the SDGs. Realizing purpose-driven management.

In addition, we aim to keep our organizational structure simple while growing. As companies grow, decisions that once took a minute can take two weeks, so we aim to maintain our current speed.

Q. What do you focus on to differentiate yourself from competitors in the industry?

It’s about being cool, dynamic, and standing out. Rather than aligning ourselves with others, we strive to create differences in every aspect—right from the first impression, to the work we produce, to the people involved.

Q. How do you foresee trends and changes in the event production industry?

Business events are definitely on the rise. In places like Seattle and Silicon Valley, many large companies are hosting events, and others are likely to follow. Notably, it’s companies like Apple and Google—once considered distant from the event business—leading the charge. As the importance of in-person events is being recognized again, and as people return to them, I believe the market will continue to thrive.

Q. Finally, do you have a message for all stakeholders, representing the company?

Thank you for always supporting Global Produce. We truly appreciate all of you!