Yuzu Kyodai believes that every project has its own, unique solution.

We begin by putting together the best experts for your project from our team of specialists on a case-by-case basis.

We bring together different, but complementary, skills and each of us has a wealth of experience and extensive training in a diverse array of specialisms.

Core Team

Sven Palys

Founder & CEO

Sven has extensive experience in both Japan and the field of advertising, beginning with his time as Associate Director and head of the Semiotic Practice at Flamingo Tokyo, a market research & brand consultancy. He is also an adjunct professor at Keio University, lecturing on branding.

Half German, half British, Sven grew up in Bahrain – a true melting pot of cultures. With a passion for Japanese food and culture, he studied Japanese at the University of Cambridge and researched media theory at the University of Tokyo.

Kaz Yoneda

Director of Design

Japanese-American, born in Seattle, raised in California. To pursue his passion for history, design, and culture, he studied Architecture at Cornell, Harvard, and Rome. He now practices in Tokyo.

In Japan, Kaz was an an associate at Sou Fujimoto Architects in charge of the international portfolio, and later became the founding Associate Director for space design at takram design engineering. Kaz worked closely with companies such as Konica Minolta, Haneda Airport, and dOCUMENTA(13), in designing spaces for their global strategy.

After takram, Kaz founded architecture, urbanism, and projective design practice bureau0-1 where his clients include Mitsubishi Jisho, MoMA NY, Skidmore Owings & Merill LLP, Tokyo University, as well as startups. Currently, Kaz is an adjunct assistant professor at Keio University for architecture and urban design.

Chris Pokarier

Advisor, Strategy

Christopher grew up in Australia, studied journalism as an undergraduate at the University of Queensland and then a masters degree, while working as a photographer. He then spent several years working in Nagoya and spent most weekends exploring surrounding regions, following his personal interests in Japanese history, crafts and culture.

Christopher later took his PhD in economic policy at the Australian National University in Canberra, becoming lecturer (later senior lecturer) in marketing and international business at the Queensland University of Technology. His teaching and research centred upon internationalisation and market entry strategies, and destination marketing to foreign investors.

In 2004 he moved to Waseda University where, as tenured professor in business, he teaches corporate communication design, negotiation, and creative and cultural industries. He is also an adjunct professor at Keio University.