#Japan #Kichijoji #Adfes #Persol Holdings #Hosei University

Adfes2023: Empowering Students Through Innovative Promotions

The annual 'Adfes' competition invites university students from across Japan to brainstorm impactful promotional strategies tailored for real-world business challenges. This year, Hosei University's Advertising Research Club, in collaboration with Persol Holdings, submitted an exceptional project titled "A Park by Students, for Students" which received the coveted Gold Award. The impactful initiative was brought to life in a bustling three-day event held from March 4 to March 6, 2025, at Kichijoji Deck in Kichijoji, Tokyo.

Purpose of the Project

In a time where many university students face challenges discussing their career aspirations during the job-hunting season, the project aimed to create an open environment for sharing and exploring their values and future paths. By setting up conversation boards within the event space, students were encouraged to reflect on their personal experiences and understand their places in society—especially as they transition into adulthood. This interactive approach sought to stimulate meaningful and supportive conversations among participants.

The inspiration behind this initiative demonstrates how university students often find themselves underprepared when entering the workforce. Many struggle with self-awareness about their career aspirations, facing the pressure of employment without clarity on their values. Recognizing this gap led to a cooperative effort between Persol Holdings and the award-winning Hosei University team, comprising members Takahiro Amemiya, Hiroko Oe, Tomoya Kumagai, Kota Takeuchi, and Itsuki Goto.

Overview of the Execution

The project unfolded over three days with the following schedule:

• - Date: March 4 to 6, 2025
• - Venue: Kichijoji Deck, Kichijoji
• - Time: 10 AM to 4 PM

Activities Included:

1. Conversation boards featuring ten unique career stories captured in a dialogue format by five pairs of university students.
2. Participants selected stories they resonated with, engaging in a reflective exercise to explore their own career paths.
3. Conducting personality analyses based on their chosen narratives.
4. Receiving beautifully designed cards summarizing their analysis results.
5. Participating in a beverage offering linked to their personality profile.

Feedback from Participants

The interaction's essence was revealed through comments from participants:

• - "It felt free and spot on! I had never considered a freelance-like work approach; now I would like to reflect on it more."
• - "The connectedness approach was accurate! It was exciting to discover my career type through this engaging process."
• - "I was surprised I resonated with the freedom type as I'm inherently a libertarian. I aim to maintain a balance moving forward."
• - "I’m a balanced type! I aspire to merge countless elements—freedom, connectivity, and adventure—into my career journey!"

Reflections from the Organizing Team

The Hosei University Advertising Research Club shared their experiences of executing this project, emphasizing the dynamic learning involved:

• - Kota Takeuchi noted: "Although we had organized events before, executing this one was a significant responsibility. I was thrilled to witness meaningful discussions about careers during the event. It's motivated me to facilitate more such events post-graduation."
• - Tomoya Kumagai added: "We managed to progress necessary preparations in about a month. Even with tight schedules, clear priorities helped us successfully execute our project. My past retake experiences taught me to focus on efficiency and adapt to unforeseen circumstances."
• - Takahiro Amemiya experienced the importance of responsibility and communication within teams, emphasizing how vital it is in project management. Learning through this experience will guide him towards accountability and teamwork in future endeavors.

What is Adfes?

The Adfes competition, a collaborative initiative between the student organization Adfes and ORANGE SENSE, has a history spanning 23 years, with student marketing and advertising clubs from universities across Japan participating. In this year's competition, notable corporate challenges by Persol Holdings encouraged students to push boundaries in creating promotional strategies designed not just to impress, but to effect real change.

The standout feature of Adfes is its commitment to execution, allowing students to not only devise plans but also implement and realize them in actual market settings. As Adfes continues to inspire students, it fosters a culture of innovative thinking in solving real-world business challenges.

For inquiries regarding Adfes or future projects, please contact the Adfes operation office at ORANGE SENSE, with attention drawn to the team led by Yoichi Okano, Hironori Fukunaga, and Sayaka Sato.