Ditching Success Stories for Innovation Rallying Spirit at the "Advertising Industry Joint New Year's Party"

The "Joint Advertising Industry New Year's Party," co-hosted by 29 advertising-related organizations, was held on January 8th at the Imperial Hotel Tokyo in Chiyoda Ward, with approximately 1,800 attendees.

Representing the co-hosting organizations, opening remarks were given by: JNA Chairman Juichi Yamaguchi, Japan Private Broadcasters Association Chairman Yoshio Okubo, Japan Advertising Association Chairman Junji Narita, Japan Outdoor Advertising Association Chairman Eiji Tomita, Japan Magazine Publishers Association Chairman Fumiaki Shitani, and Japan Magazine Advertising Association Chairman Takao Katagiri took the stage to perform the traditional sake barrel opening ceremony.

Speaking on behalf of the co-organizers, Chairman Ohira introduced the origin and meaning of this year's zodiac sign, "Kanoe-ne" (庚子). He explained that "Kanoe" (庚) is a pictogram representing plants halting growth and beginning to move in search of a new form, while "Ne" (子) signifies the moment a seed sprouts from the earth, embodying the idea that entities with energy inherit new life. He then stated, "This year will surely be a remarkable one, with various buds emerging and blossoming vigorously. As the advertising industry, we must fully embrace these developments. It is crucial that we ourselves discard all past success formulas to embrace innovation, or create our own systems to sustain innovation. Together with everyone here, I am determined to make this year a truly remarkable one."

Before the toast, viewing the New Year's gathering as the advertising industry's "deployment ceremony," all attendees responded to Chairman Ohira's rallying cry of "Let's go!" with three resounding shouts of "E-ei-o!"