03. Freelance PR Ryuichi Katsuyama
Please tell us about your career history so far.
Katsuyama: After graduating from a fashion vocational school, I joined Baycrews as a part-timer and worked as a salesclerk for Journal Standard clothing. When Acme joined the Baycrews Group, I was interested in interiors and architecture, so I was involved in the establishment of the interior division, working as a store manager for an interior shop, launching an EC site for furniture, and serving as a visual coordinator for store displays, before moving into PR. Then, in April of this year, I became independent and started working as a freelance PR. Currently, I am in charge of operating and PR for a campsite called "Suigen-no-Mori Camp Land," and PR and product contact for Timber Crew, a building material supplier, while also serving as an external PR for Acme Furniture and Journal Standard Furniture starting in September. Well, I'm a jack-of-all-trades, haha.
You do PR for various genres. Do you use different PR methods for each?
Katsuyama: Yes, that's right. The methods differ because the target audience for each is different, but I try to convey the company's stance and style rather than just the products or services themselves. For example, for Acme Furniture, I want to convey "craftsmanship" and "American vintage." For Journal Standard Furniture, we are currently rebranding it as an interior brand with a stronger sense of fashion for next spring, and I want to convey that direction. Also, Timber Crew, a building material supplier and a group of craftsmen, even makes their own T-shirts, so I want to convey their sense of fashion and ruggedness. For the campsite "Suigen-no-Mori Camp Land," Mr. Kobayashi of Mountain Research is directing it, so I want to properly convey its unique world.
What work has left the strongest impression on you so far?
Katsuyama: When I was doing interior PR at Baycrews, I had several unexpected collaborations, but the one that left the strongest impression was the collaboration with an original car sold by "Gordon Miller," a garage lifestyle brand, which was my last project before leaving. With the theme of "car interior = living room," we used Acme Furniture's original fabric, inspired by the upholstery of a sofa from a movie set in 1980s Texas, for the seat covers.
What do you prioritize most when doing PR?
Katsuyama: In the past, I used to strongly emphasize information from our side, such as specifications or limited editions. However, recently, I try to consider how the recipient will perceive it and whether the information is truly necessary. I'm careful not to let the information I disseminate become self-serving.
Please tell me about your motivation for work.
Katsuyama: The people I'm working with now, after becoming a freelancer, are all people I knew before. It's not about my PR skills, but rather that they think, "Katsuyama will do it" or "I want Katsuyama to do it," and they entrust me with work. That's very encouraging and makes me very happy. Basically, I think my style is to work through human connections. Because of that, I can't let down their expectations, and while there's some pressure, how much I can enjoy and approach it positively is also a source of energy for me.
How do you spend your days off to refresh yourself?
Katsuyama: Of course I go camping, but there are also many large parks around my house, so I often go for a quick bike ride, lay down a sheet, set up a small table, and have a drink, like a picnic. It's a great way to refresh.
How many hours do you usually sleep?
Katsuyama: Of course, there are irregular days, but usually about 8 hours. I'm not a night owl and am more of a morning person, so I go to bed around 11 PM and wake up at 7:30 AM. Although I haven't been going out as much due to the COVID-19 pandemic, I've also started working at the campsite, so my life is increasingly becoming morning-oriented.
Do you have any specific preferences for bedding?
Katsuyama: I like thick, heavy wool blankets, so I put a heavy blanket over my duvet and sleep with a little pressure. In winter, it's comfortable to sleep wrapped in a warm futon in a cold room with the window slightly open. It's a bit like camping, even though I'm at home, haha. Also, though it's not bedding, I burn Palo Santo, a fragrant wood, before bed and in the morning. It's said to refresh and purify the space.
How important do you consider sleep to be?
Katsuyama: When I was around 19 or 20, I could stay up late without any problem and feel fine the next day, but that's no longer the case. I can't shake off the fatigue, and my body aches, haha. On the day before a holiday or on the way home from work at the campsite, when I feel "I'm tired today," I sometimes stay alone in a business hotel to create an environment where I can get a good night's sleep. Also, not being able to sleep while camping is the hardest, so I've felt the importance of sleep more strongly since I started doing outdoor activities.
Text & Edit: Kazuhiro Hasegawa (gugu sleep) Interview photos: Kazuhiko Tawara (magNese inc.)
What is sleep?
Ryuichi Katsuyama: After graduating from a fashion vocational school, he worked in PR for fashion and interiors at Baycrews, a company that deals with clothing, food, housing, and beauty, before going freelance in 2021. He currently handles PR for a campsite in Doshi Village, a building materials supplier, and interior brands, as well as directing outdoor-related products.
CAMP CREW: @campcrew_official
TIMBER CREW: @timber_crew
JOURNAL STANDARD FURNITURE: @js_furniture
ACME Furniture: @acme_furniture
