• News

Netamatch™ and Beyond: How One Woman Is Transforming Japanese PR

• delicious Japan
• June 18, 2025

J&T Planning Co., LTD.

CEO, Junko Ichikawa

A revolutionary PR mechanism is making waves in the industry: “Netamatch™,” a media-matching platform that seamlessly connects journalists with compelling news content. At the forefront of this innovation is Junko Ichikawa, CEO of J&T Planning Co., Ltd. Her brainchild, Netamatch™, unites multiple companies in a joint press conference format, where each unveils new or trending products to a captive media audience. Beyond announcements, the event offers an immersive and interactive experience, featuring exhibition spaces filled with product displays, tasting booths, and direct access to company representatives. It’s a dynamic, hands-on approach that is redefining the very nature of media events in Japan.

What inspired you to establish a company focused on food and healthcare? Can you share the background of J&T and your 21-year journey?

When I was a creative director responsible for PR at an advertising agency, I often wondered whether we were truly addressing the needs of our clients or their customers, regardless of the budget size. In 1993, after completing an environmental project that involved planting cherry trees on Mount Takao for future generations, I chose to transition into the field of public relations. Unlike advertising, PR is a business where investment goes into people. I found profound meaning in a field where intangible assets—such as expertise and human networks—are central.

My encounter with Yuskin Pharmaceutical became a turning point. It made me realize that communicating the value of a product that genuinely helps people—or spotlighting a company that quietly embodies excellence—was my calling. That conviction led me to establish J&T Planning in 2004 as a boutique PR firm with a specialized focus. While this model was already standard in the West, it remained relatively rare in Japan. I firmly believed that effective PR required in-depth domain knowledge. Like consultants, PR professionals must understand their clients’ markets and distribution channels to deliver content that resonates with their target audience.

Now, in 2025, we are preparing to launch a new frontier in PR: an AI-powered publicity agent built on two decades of experience. This will be Japan’s first AI service designed to meet the needs of companies seeking media exposure, especially those facing a shortage of PR personnel. We are entering an era where purchasing decisions are guided not by price, but by corporate philosophy. My mission is to help companies become the kind that people choose for what they stand for.

What distinguishes your unique PR strategies, "Content PR,” and the Netamatch™ platform?

There was once a prevailing belief in the skincare industry: “If it’s not a new product, it’s not newsworthy.” But I’ve always believed that the true role of PR is to convey a product’s value—clearly and convincingly. For over 30 years, we’ve supported Yuskin Pharmaceutical’s PR activities without relying on advertising. Instead, we’ve focused on consistently educating existing customers about the correct use of the product. PR is not about flashy headlines—it’s about creating an environment where people want to buy and companies want to sell.

Netamatch™, our signature platform for joint press events, takes this philosophy even further. It’s more than a press conference—it’s a complete sensory experience. Multiple companies unveil their products in a single venue, accompanied by live exhibits, tasting booths, and real-time interviews. It’s a hands-on, dialogue-driven approach that has received widespread praise from media professionals and is setting a new standard for storytelling.

What challenges are you currently facing, and where do you see opportunities for future growth?

The entire PR industry is facing a growing talent shortage. Whether in PR agencies, media organizations, or in-house corporate communications teams, the speed of training cannot keep pace with demand, making it challenging to develop long-term, dedicated professionals. At J&T, we’ve been fortunate to collaborate with many clients for over a decade—some for more than 30 years—building relationships rooted in mutual trust and a shared vision for the future. Looking ahead, I see a significant growth opportunity in targeting inbound audiences. As Japan’s population continues to decline, effective PR aimed at international visitors will become increasingly essential. We are committed to promoting Japan’s world-class food, healthcare, and medical brands on the global stage—with accuracy, cultural sensitivity, and impact.

How have your personal values shaped the corporate culture at J&T?

At our core, we see ourselves as kuroko—the unseen stagehands who support the spotlight from behind the scenes. In business and marketing, that means standing firmly behind our clients, not in front of them. This philosophy compels us to treat our clients’ goals as our own. When a company chooses us, we consider it an honor—and our way of showing gratitude is by delivering measurable results.

Thanks to this approach, many of our clients have stayed with us for 10 or even 20 years—and, in turn, they’ve introduced us to new clients. Trust begets opportunity, and that trust is the foundation of our corporate culture. While we’ve long specialized in story-driven PR, our ambition now goes beyond messaging. We strive to do everything in our power to help our clients’ businesses grow. As a boutique firm, we possess the agility to quickly embrace innovation—and that’s one of our greatest strengths.

As a business leader, what do you value most, and what is your vision for the future?

With over 40 years of experience in PR, I feel a deep responsibility to pass on what I’ve learned—not only to clients, but also to the next generation of PR professionals and even to the AI systems that will support our industry. I want to make this work, which I truly believe is the most exciting job in the world, accessible and enjoyable to more people.

Japan may be experiencing a period of self-doubt, but the value of “Made in Japan” remains timeless. In particular, our strengths in food, healthcare, and medical technology are world-class. My mission moving forward is to share these exceptional qualities with a global audience. Although I once had to withdraw from a venture in China, I’m determined to try again. There are only a handful of professionals in Japan who can bridge PR, advertising, and medical journalism—especially in hospital communications. Japan’s health information, medical expertise, and patient care are among the finest in the world, and I intend to help that story reach far beyond our borders.

---

Junko Ichikawa

Born in 1961 in Tochigi Prefecture, Junko Ichikawa is the founder and CEO of J&T Planning Co., Ltd., a boutique PR firm established in 2004 that specializes in healthcare, skincare, nutrition, and food. After gaining experience at an advertising agency and a PR company, she launched her own firm with a mission to support businesses in the healthcare sector while promoting public awareness of diseases and lifestyle improvements.

Her expertise includes medical communications, skincare, and nutritional therapy. She has worked with a diverse range of clients, including medical institutions, cosmetics manufacturers, and food companies. Known for her skills in creative production—especially in video and content creation—Ichikawa also provides advice to clients on product development and strategic communications.

She is a member of the Japan Medical Journalists Association. Her recent publication, “69 Unexpected Warning Signs of Serious Illness—Is Shoulder Pain on Your Left Side a Message from the Heart?”, explores early symptoms of critical health conditions with compelling insight and accessibility.