#Japan #Workforce Development #Chiyoda #BREXA #OOH Campaign

BREXA Group Unveils New Brand and Purpose

On October 2023, BREXA Holdings, headquartered in Chiyoda, Tokyo, launched a significant promotional campaign aimed at introducing its new group brand, BREXA. The initiative will run across 50 locations nationwide, utilizing outdoor advertising (OOH) as well as a dedicated website. Scheduled to start in October 2025, this campaign aims to convey the group's renewed purpose and values.

The Vision of BREXA Group

The campaign focuses on supporting diverse talent recruitment and development, advocating inclusivity for all working individuals. BREXA's stated purpose is to eliminate boundaries in all work-related aspects, enabling a wider range of people to explore greater possibilities. To achieve this, the group aims to tackle pressing issues faced by the Japanese workforce and position itself as a growth platform for talent.

As BREXA approaches its 28th anniversary, this marks the group's first significant promotional endeavor. The campaign will showcase four key commitments:
1. Consistent employment opportunities for inexperienced personnel that emphasize long-term growth.
2. Support for career development aimed at helping individuals navigate their journey towards their next professional milestones.
3. Enhanced training and learning environments directly linked to real-world applications, promoting the development of specialized skills.
4. Comprehensive assistance for foreign workers, from establishing their careers to adapting to life in Japan.

Through this large-scale promotion, BREXA Group aims to clearly communicate its values and propose solutions to critical labor market issues.

Purpose Behind the Branding and Promotion

The creation of the BREXA brand responds to evolving labor market conditions and shifting attitudes towards work. With experience as a workforce service provider, BREXA Group has established itself as a solution to the challenges faced by those who have the desire to work but may lack the relevant experience or skills. In response, the company transformed its identity in July 2025, rebranding itself as BREXA, which also involved changes to the names and structure of its subsidiaries.

The advertising visuals have been designed to stand out for commuters and pedestrians, utilizing a strong and simple aesthetic rooted in the corporate colors of BREXA—orange and black. The visuals highlight Japan's labor market challenges while detailing BREXA's promises to address these issues.

Advertising Launch and Execution

The campaign has already launched in several media outlets, with many locations showcasing the advertisement for public viewing. People who spot the ads are encouraged to be mindful of others as they engage with this new branding initiative. Communication with station staff about the ads is restricted due to ongoing promotional activities.

Looking forward, BREXA Group intends to continue advocating for the values inherent in its purpose while expanding opportunities for an increasingly diverse workforce.

About BREXA Group

Founded in 1997, BREXA Group has continually grown into a prominent player in the workforce services sector, with a focus on manufacturing and IT-related sectors. As of 2024, BREXA boasts a network of 216 companies and approximately 126,000 employees across its operations. The firm specializes in nurturing young talent, inexperienced individuals, and foreign workers through more than 450 training programs offered at 20 training facilities worldwide. With its forthcoming name change to BREXA from Outsourcing Inc., the company aims to reduce boundaries in employment and career formation while enhancing global business expansion. With projected revenues of approximately 800 billion yen, BREXA ranks third domestically and ninth globally.

For more information, visit their official website: BREXA Group