EOS Co., Ltd. (Headquarters: Iizuka City, Fukuoka Prefecture, Representative Director: Hyoma Tagaya) is launching a project to redefine the "3K (Kitsui - Tough, Kitanai - Dirty, Kiken - Dangerous)" image deeply rooted in the construction and demolition industry, by adding a new "K" for "Cool" to create "4K," aiming to transform the industry's image and solve the social issue of labor shortages. As the first initiative of this project, Representative Hyoma Tagaya's first book, "Pride Born from Rubble" (Kamo Books Co., Ltd.), will be released on August 17, 2026. Through lectures, social media outreach, and community management, the project aims to spread the "4K" values nationwide, reaching 10,000 people within 2026. First Book: Pride Born from Rubble Why the "4K Project" Now? Japan's construction and demolition industry is an indispensable sector supporting daily life and social infrastructure, yet it faces a severe labor shortage. The number of construction workers has decreased from approximately 6.85 million in 1997 to about 4.77 million in 2025, a reduction of about 30%. Furthermore, while about 35% of workers are 55 years or older, only about 12% are under 29, making generational succession a major challenge (Source: Ministry of Land, Infrastructure, Transport and Tourism, construction-related statistics, etc.). Behind this situation is the long-standing "3K" image of being tough, dirty, and dangerous, which has prevented the true value and appeal of the work from being adequately communicated. However, construction and demolition are essential jobs that support people's lives, disaster recovery, and urban development. Hyoma Tagaya, Representative of EOS Co., Ltd., advocates for a shift to a new value of "4K," which adds coolness rather than negating the "3K," based on the belief that "Because it's a job nobody wants to do, it's the most necessary and the coolest job for society." The goal is to create a society where construction and demolition workers take pri