For the past 10 years, Ryohei worked on the front lines of public relations (PR) at a major Japanese corporation. He took pride in engaging with the media to accurately convey his company’s true identity to the public. Then, an experience at last year’s World Expo changed the course of his life.
Standing before international media representatives and unable to speak English, he knew something had to change. At a pivotal moment in his career, he took advantage of his company’s leave-of-absence program and made the leap to Vancouver, Canada.
Now, while studying digital marketing locally, Ryohei serves on the management team of the NPO Toiro Voice Society, exploring ways to put his professional expertise to work for social good.
We sat down with Ryohei to hear his story.
A Decade in Public Relations, and the Power of Communication Discovered in Canada
――What kind of work were you doing before getting involved with Toiro?
I spent a full 10 years working exclusively in public relations. That might sound like a deliberate career choice, but the truth is, I never set out to work in PR. I knew nothing about the field until I was assigned to the department. Through a strange twist of fate, I ended up spending an entire decade on that path.
At its core, public relations is about accurately conveying what a company truly stands for. My role was to help journalists understand the social significance of our initiatives and encourage them to cover those stories objectively.
Unlike advertising, we had no editorial control over the final output, so there was always a weight of responsibility and pressure that came with representing the company. But the joy of knowing our message had reached the public with integrity, built through ongoing dialogue with the media — that was something truly irreplaceable.
――What made you decide to take a leave of absence and go to Canada?
The turning point was the World Expo held in Japan last year. I frequently interacted with foreign media representatives as part of my job, but I found myself just standing behind my English-speaking colleagues, nodding along. A voice inside me said, “I can’t keep going like this.” That frustration became the driving force behind my decision to seriously study English, and ultimately, to study abroad.
Now, through my company’s leave-of-absence program, I’m studying digital marketing in Vancouver. At school, I’m working hard to master the tools of modern communication — Google Ads, SEO, and other skills that will define how messages reach people in the years ahead.
Giving Skills Back to Society: A New Kind of Value Found Through Volunteering at Toiro
――What is your current role at Toiro?
I mainly support the strategic side of marketing. I’m working to connect the media perspective I built over a decade in PR with the digital tools I’m learning now, creating systems that can help Toiro’s work reach a wider audience.
I’ve finished the analysis phase and am now figuring out how to translate those insights into concrete initiatives. Being able to immediately put classroom learning into practice has been an incredibly valuable experience for me as well.
――So you’re balancing life in Vancouver with your involvement at Toiro.
That’s right. I’m attending school and working part-time at a local shop. It’s a completely different world from my 10 years in Japan, and cross-cultural communication still catches me off guard sometimes. But I believe each of these new experiences will eventually feed back into my work with Toiro and my own personal growth.
Since coming to Canada, my view of volunteering has shifted. Back in Japan, I mostly participated as part of corporate activities. Now, I find myself naturally asking, “How can I, as an individual, give back to society with what I have?” I feel the true essence of volunteering in those moments when my own experience and skills help solve someone’s problem or bring them joy.
Small Steps That Enrich a Life: How Volunteering Opens Doors to New Connections and Growth
――Tell us about your future goals and the challenges you’d like to take on.
I think the benefits of volunteering come down to two things. First, human connection. Volunteering gives you the chance to meet people you’d never cross paths with in everyday life. Being thanked by someone, forming a new relationship — these are experiences that are truly priceless.
Second, self-discovery. Japanese people tend to be modest, and many of us think, “I don’t really have any special skills.” But there is always something you can do. Even a small effort or a modest ability can make a real difference for someone who needs help.
――Any final message for our readers?
Some of you might feel that volunteering is a big commitment or a high bar to clear. But I’d encourage you to start small — use your skills, even just a little, for someone close to you or for a cause that resonates with you. That small step will become something you carry with you for the rest of your life. I’d be so glad if a warm community like Toiro could be the place where that journey begins.
If this article has made you curious about getting involved with Toiro, please apply to volunteer using the form below. We look forward to meeting you!
https://forms.gle/3n1XBmQyEZuzwoyy6
About Toiro Voice Society
Toiro Voice Society is a non-profit organization (NPO) registered in British Columbia, Canada.
Through storytelling and communications, we support the work of non-profit organizations in Canada and Japan, as well as companies and communities tackling social issues.
By sharing the passion and stories behind these efforts, we aim to connect people with society and spark new empathy and action.
