MIKE SUNDA

Director, Tokyo 20XX

MIKE SUNDA

Mike Sunda is a Strategist at MullenLowe Group Japan, and founded the agency’s cultural insights specialism, Tokyo 20XX.

With a healthy disrespect for the status quo, Mike believes that brands have a responsibility to support and grow culture in a sustainable and long-term manner. Mike launched Tokyo 20XX in 2017, a cultural deep-dive that sheds light on the city’s effervescent creator communities, which began with a documentary series showcasing the neighborhood of Shibuya, and has since resulted in cultural consultancy projects with Red Bull and Sony Music. He also leads planning for the Edgewell, The Peninsula Tokyo and Apple accounts, and has worked on Harley-Davidson regional strategy and insights projects.

Prior to joining MullenLowe Group Japan in 2015, Mike worked as a journalist in Tokyo, writing extensively about Japanese culture and society for The Japan Times, as well as for global publications including Vice and the BBC. Outside of work, Mike is passionate about electronic music and has worked closely with media platforms like Boiler Room and Resident Advisor on local activations and video documentaries, and has hosted lectures and produced a monthly web radio show for Red Bull Music Academy.

Mike holds an undergraduate degree in Japanese from the School of Oriental and African Studies (SOAS) in London, and a master’s degree in sociology from Sophia University (Tokyo).

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