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Staff of the Year 2025: A Journey to Retail Excellence

The exciting Staff of the Year 2025 contest has entered its 3rd stage, officially commencing on August 12, 2025. Organized by V-Standard Co., Ltd., based in Shibuya, Tokyo, this competition aims to discover the most charismatic retail staff of the Reiwa era through various evaluation categories. This year marks the 5th anniversary of this prestigious event, which has evolved to include even more talented individuals from across the retail landscape.

A New Chapter in Retail Talent Evaluation

The Staff of the Year (SOTY) contest assesses modern retail employees on a range of skills required in today's market. The event was first held in 2021 and has since gained significant attention across various media platforms including television, magazines, and radio. Past winners have established their reputation as icons within their companies, achieving substantial career advancement as a result of their recognition at the contest.

For the 2025 edition, the format has been enhanced to allow participation from a wider array of brands, introducing a new Merchandise Category that extends beyond fashion and apparel. This change means that staff from various product sectors can now showcase their skills in the spotlight. Additionally, a new U-23 category has been created under the apparel section, shining the light on the next generation of retail stars.

Key Dates and Judging Criteria

The contest runs from August 12, 2025, to August 28, 2025, with the results set to be revealed on September 1, 2025, via the dedicated SOTY website. Judges will evaluate based on a unique set of criteria, which includes:

• - Online sales performance
• - Social media activities
• - Points earned from real customer engagement
• - Video assessment ratings

For the current stage, competitors will accumulate points based on their online sales and public votes, supplemented by new metrics for real customer interactions and video submissions. This year, a pioneering initiative allows students from fashion-related majors to participate in video assessments, significantly impacting rankings during this competitive phase.

Spotlight on Semi-Finalists

The ranks of semi-finalists are filled with remarkable talents that have already made waves in the retail industry. For example, Tomorrowland has claimed the top spot across various regions, including Hokkaido, Tokyo, and Kyushu, with an impressive total points tally exceeding 430,000 led by Nito, a standout representative from their Marunouchi store.

In the U-23 category, Anshuku Ide from Freak's Store has performed exceptionally, maintaining a lead going into the 3rd stage, while in the new Merchandise category, SHIHO from 3COINS topped the rankings, demonstrating the diverse talent participating this year.

The Final Stage Ahead

The finals are scheduled for October 9, 2025, at the Shibuya Hikarie Hall, where the ultimate Staff of the Year will be unveiled, combining points from special judges and public votes. This event promises to be a grand celebration of retail excellence, with a live broadcast planned.

Support for Staff Excellence

V-Standard invites companies interested in sponsoring the event to step forward. Collaboration and sponsorship will provide continued support to the thriving community of retail staff, ensuring they have the recognition they deserve. Additionally, inquiries about the contest can be directed to the Staff of the Year 2025 Executive Committee through their official email.

About STAFF START

STAFF START is a dynamic application service that empowers retail staff to engage with customers through online channels and social media, helping to bridge the gap between in-store experiences and online engagement. With more than 3,000 brands across various sectors, it actively facilitates customer interactions that significantly boost sales metrics. In the past year, notable revenues exceeding 209.1 billion yen have been recorded through transactions linked to STAFF START content, indicating its effectiveness and reach in the market.

For inquiries regarding the adoption of STAFF START, please reach out to the designated contact within V-Standard. Join us in celebrating the incredible talents of retail staff at this year's Staff of the Year contest, where every vote counts for a brighter future in retail!