As technology develops, individuals are allowed to deliver various information. In this kind of world, it is difficult for corporation to deliver important messages to consumer unless they are liked in the first place. That is why each company makes contents focusing on how to entertain people, how to make people happy. At this keynote panel, Mr. Itoi from Hobonichi, who has been leading advertising industry by creating projects at “Hobonichi Itoi Newspaper” and Mr. Karaike from Kyushu Railway Company, who made a revolution in railway company, will talk about the core element of entertaining people. They will share some knowledge of how to reach to your audience.