Convincing teenagers in Japan that working for a giant 116-year-old manufacturer is a sexy career choice seems like a tough sell. It’s even more difficult if the target audience can’t figure out the company’s name.

That’s the challenge for Nippon Steel & Sumitomo Metal Corp. as the shrinking population stokes intense competition for young workers. While none of the company’s ¥4.63 trillion in revenue last year came from consumer products, it is trying to create brand identity with a glitzy 30-second video on a giant screen overlooking the scramble crossing outside Tokyo’s Shibuya Station.

Unable to view this article?

This could be due to a conflict with your ad-blocking or security software.

Please add japantimes.co.jp and piano.io to your list of allowed sites.

If this does not resolve the issue or you are unable to add the domains to your allowlist, please see out this support page.

We humbly apologize for the inconvenience.

In a time of both misinformation and too much information, quality journalism is more crucial than ever.
By subscribing, you can help us get the story right.