The “society”, which is the activity of a group of individuals, needed a philosophy and philosophy that showed its existence from the beginning. Technology is increasing the impact individuals have on society and accelerating the pace of change. Thoughts and philosophies change with the times in a changing society.
We imagine what the desired society should be, and set up flags of thought and philosophy, We will run the company as a social activity. While accommodating social ethics from local and environmental resources, individual health to collective mental health, We will pursue the dreams and happiness of each employee.
If this vector is reversed, individual dreams and the pursuit of happiness within the company will lead to social change, You can continue to work in the world. The society we want can be achieved if we can raise our own flag.
世界の食文化と和の調味料が融合し、進化していくことを理念“Life is Voyage”とし、2012年に貿易のアウトバウンドを開始。翌年にはGOOD DESIGN賞受賞。蔵元に残るレガシーを捉え、工場に隣接するファクトリーストア、水神の回遊式庭園、ガーデンカフェ、I.L.A. GALLERY、ASTRONOMICA（研究チーム）を整え、その土地ならではの蔵元固有の総合体験をご提供し、産業にアートとインバウンドツアーを実装しました。10年に渡る試験醸造から果実香と旨味を醸成する特許出願微生物Viamver（ヴィアンヴァー）酵母を発見し、味噌醤油製品のみならずカフェメニューや肉魚の加工品、ワインや飲料に応用し、新たな発酵の世界を追求しています。私たちは、伝統を創造性と美意識によって再構築することを試みています。
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[What are you doing]
Yamamo Miso and Soy Sauce Brewing Company is a miso soy sauce brewer that has been in business since 1867. In the Iwasaki area where we are located, there is Kashima who protects this area from the end of Heian period, and it is a land rich in water resources where the tragic story about water handed down from the 14th generation of Iwasaki castle and the legend of Nohhime of the three great legends of Akita remain. In the late Edo period at the end of the Edo period, our founder, Shigesuke Takahashi, started the brewing business from the blessing of the underground water of the legendary Minase River, and has been brewing for more than 150 years in the seven generations.
Under the philosophy of “Life is Voyage” that the world’s food culture and Japanese seasonings are fused and evolved, we started outbound trade in 2012. The following year, he received the GOOD DESIGN Award. By capturing the legacy that remains in the brewery, we have prepared a factory store adjacent to the factory, a migratory garden of water-god, a garden cafe, and an ILA GALLERY, ASTRONOMICA(Laboratory), providing a comprehensive experience unique to the brewery unique to that land, and implementing art and inbound tours in the industry. Did. We have discovered a patent application microorganism, Viamver yeast, that cultivates fruit flavor and umami from 10 years of trial brewing, and applies it not only to miso soy sauce products but also to cafe menus, processed meat and fish products, wine and beverages, and develops a new world of fermentation. I am pursuing. We are trying to reconstruct tradition with creativity and aesthetics.
Yasushi Takahashi of the seventh generation, Mosuke Takahashi, gives his vision of Yamamo. As with so many traditional industries in our time, I was by no means a man who wanted to continue the family business. My parents allowed me another way and I was a architect’s way of learning freely, there is no new building that I want to build, for example, it is new in a historical building like “Kunio Maekawa House” I came to want to live a life with a culture. Then I decided to continue my family business.
When I went to the world to confirm our standing position, I thought that this is what I should do for the seventh generation. Views of developed countries that could not be seen only through economic activities. Advocate it for the countries that will rise. Considering the next richness as valuable economic activity, I, who engage in traditional industries, thought that I should convey these as unwavering value. To create a new road, you need a margin. The long-lasting industry is no exception, and the part that is cut off is painful. To do that, we need to identify the part from various cultural aspects. The traditional industry, which continues for several generations, is exactly these gifts. Therefore, it is stable and has conflicting dangers. On the other hand, historical things have compassion and beauty that one generation cannot produce. We believe that this sense of values must be timelessly spun.
The success of business is the key to traditional industries because of the issue of the owner. I feel that the 7th generation is not at the level where I succeeded to the family business, but instead as an organization. We are looking for new traditional industries to move into the future. We are in the process of building an organization that can create an era with new values, without being caught up in the established concept of traditional industries. We believe that it is necessary to bring about such success and success because it is Akita, which is a region where it is difficult to inherit the culture due to population decline.
At Yamamo, we are looking for colleagues who have the same aspirations and are engaged in traditional industry with a better future. I think that most of our business operations are sober and steady. In addition, there are seasonal works such as fences and snow removal that are unique to snowy countries, and repair of old houses. You may also spend some time during unproductive times and protecting your family business. However, I believe that the things that have found fun and accumulated history and experience can sometimes change the world.
Based on traditional industries, we develop products and jump out into the world. There, we meet new friends and cultures, mix them with the individual values, and make products again. I am looking for a friend who can be a traveler while being a craftsman who can go through this cycle. For those who have individual special skills such as artists and creators, we will use their abilities to create value by creating and exhibiting in our vacant rooms and spaces, mixing with traditional industrial technology, individual activities I would like to support the culture and connect the culture to the next generation.
I, the 7th generation, consider that the next-generation Mor, who positions the characteristics of the brewery in the future, is the person who created the next era after the stacking era where he knew the manufacturing site. First of all, I would like to firmly study “creative accumulation”, which is the basis of culture and art, as an engineer, and create creative value as a group of parties. We hope to be able to move forward with bright and powerful colleagues who have dreams, can open up unknown matters and undeveloped areas.
Yamamo Miso and Soy Sauce Brewing Company TAKAMO & Corp. Yasushi Takahashi, 7th generation
Report on Program Broadcast_Self-indulgence! Leave your mood! Traveling
Winter of this season was hit by historical heavy snow. We introduce the efforts of our Yamamo “Self-indulgence! Leave your mood! Traveling DANMITSU and GANBAKU Akita! Local Recommended Tour”. We had some of the course cuisine. You can summarize the contents in the digest and see it in videos. Although there is no digest, I was a good experience that I received an exchanges with Jonas with German Chef and Glieu wine, meat fish, and I had an impression. When I was backing for shooting, I would like to bring it back to the staff and the performers, and after delivery to the staff and the performers, the staff members were able to use our company as a customer of eating and drink I’m glad. _mediainfo._tv
After program broadcasting, we have realized the impact of program broadcasting, using voice and courses of many regions. The main “FERMENTED COD ROTILE” and “FERMENTED LAMB GRILLER” provided by a program is provided on weekends only. I would like to experience a meal experience by Viamver yeast that fosters unique umami.
Notice of Article Publication_rakra_March-April 2021 Issue
We had you write about “FERMENTED LAMB GRILLER” which fermented lamb meat with Viamver yeast and applied meat quality improvement and masking effect. This dish, which was presented at SPACE 10 in Copenhagen last year, has been well received so that even people who are not good at game and lamb can enjoy it without worrying about it.
From many years of research on brewed yeast, it has been found that the fields of yeast application are not limited to sake, miso, and soy sauce, but can be applied to a wide variety of other products. I think we were fortunate that our Yamamo Viamver yeast grew in an environment other than miso soy sauce brewing. I would like everyone to enjoy it. _mediainfo._magazine
A cafe of “Yamamo Miso Soy Sauce Brewer” founded in 1867 (Keio 3). The patent-pending microorganism Viamver yeast is used in all dishes. “FERMENTED LAMB GRILLER” is made by roasting the surface of lamb meat that has been soaked in yeast solution and fermented at low temperature. Fermentation softens the meat, adding flavor to each bite and spreading the aroma in the mouth.
We asked the colocal team of WEB media, who interviewed us when we started overseas expansion, to interview us for the first time in about 8 years. Why do you renovate and do not only miso soy sauce but also eating and drinking and art activities? Will we foster teams inside and outside the country and include new areas? Do you seek objective evidence such as patents and conference presentations? I felt that you often wrote about our diversifying activity areas. You can see the current situation and way of thinking of Yamamo. I would like you to read it. _mediainfo._magazine
A long-established but innovative. A new world of fermentation pursued by Yuzawa’s <Yamamo Miso and Soy Sauce Brewing Company> at a cafe
Yuzawa City is located in the southernmost part of Akita Prefecture. It borders Yamagata and Miyagi prefectures, and its prefectural border is one of the leading geothermal fields in Japan. The magma that created the land of Yuzawa City continues to operate as an “invisible volcano” and is being utilized in tourism and industry.
In Yuzawa City, there are local people who have the “self-heat” to live hot, powerful, and strong while benefiting from the natural energy of “geothermal”. The 4th serialization that introduces the new excitement of this town where new things are happening is Mr. Yasushi Takahashi, the 7th generation of <Yamamo Miso and Soy Sauce Brewing Company> that has continued since 1867 in the Yuzawa Iwasaki district. I’d like to introduce_______
In the snowy Iwasaki district of Yuzawa City, there is <Yamamo Miso Soy Sauce Brewer> that has continued since the late Edo period. It has been more than 150 years since Mosuke Takahashi was founded in a land rich in water resources.
Mr. Yasushi Takahashi, the 7th generation, is attracting attention as he continues to carry out advanced activities while preserving tradition. “Customers want the same taste, but if it doesn’t change, the industry will end. We have to evolve,” he says, pursuing a new world of fermentation.
Mr. Yasushi Takahashi, the 7th generation who entered a university in Kanto and took over the family business in 2007. In addition to his traditional products, he has gradually shaped his vision, such as designing new packages himself. Click here for the article I covered in Corocal before.
In 2012, we started exporting miso soy sauce products overseas, with the philosophy of “Fusing and evolving the world’s food culture and Japanese seasonings,” while creating standard products that continue to be loved by the locals. At first, a small shop was built at the eaves of the warehouse, and then a strolling garden was built, an art gallery was built with <YAMAMO GARDEN CAFE>, and inbound tours that led to regional revitalization began.
<YAMAMO GARDEN CAFE> attached to the warehouse. We renovated from the desire to convey the background of the brewery’s survival and its world view, and started business by providing gelato using our own miso soy sauce.
A gallery that displays works related to the 4th generation and the head family, Shichinosuke Takahashi, who also served as the mayor, which Mr. Yasushi respects. We believe that the role of traditional industries is to convey the message of 100 years ago as an art work and to give local people a sense of beauty.
Some of the products designed by Mr. Yasushi. Soy sauce <AMASIO> has been loved locally for a long time. The central <KIJOYU> has the effect of enzymes such as not burning and softening the meat.
While maintaining the stance of preserving the taste, Mr. Yasushi challenges new things. Through repeated trial brewing and continuing various researches, we discover a special yeast from our own brewery.
The yeast cultivator “cultivator” is located in the space connecting the cafe and the warehouse, and can be visited through the glass.
The yeast found has the property of not only preparing miso soy sauce, but also improving the quality of meat and fish and brewing wine. The probability of discovering a fungus that can be applied to various dishes is an astronomical number equivalent to finding a new planet, and because the found fungus has succinic acid that creates the taste of seafood, planets and minerals ( Amber: amber) was multiplied and named <Viamver>.
“The yeast in liquor can’t be used in cooking because it dies when it has salt, and on the contrary, it dies when yeast that likes salt is made salt-free. Vianver has salt. It works without it, so you can make sake and food, and it’s a yeast like no other. “
Chef Tatsunori Sato, who has supervised the cafe since its opening, and Kiichi Kimura, a senior researcher at the Akita Research Institute for Food Research, who gives scientific knowledge to verification, have been working on menu development using Viamver. In the early summer of 2020, we met German-born Chef Jonas Kang to offer a full-course meal with Viamba on all menus.
<Vianver> yeast fermented liquid with the aroma and saltiness of yeast like natural wine and the taste of seafood. Due to its characteristics, it was presented at the Brewing Society of Japan, made into a patented microorganism, and the fermented product was applied for with a manufacturing method patent.
“It’s a coincidence and I’m lucky. I couldn’t meet without Corona, and I didn’t even know that there was Akita in Japan. It’s very interesting that (Yasushi-san) is paying attention to the fungus. I think we are very fortunate to have an environment where you can immediately experiment with fresh materials when you come up with an idea. ”
Chef Jonas, who was born in Cologne and studied materials engineering before becoming a chef. I came to Japan to work in <INUA> (Tokyo), which inherits the DNA of <noma> in Copenhagen, which is known for its original cooking using fermentation, but the store is closed for a long time to prevent new coronavirus infections. When she was looking for a place to improve her skills, she arrived at Mr. Yasushi through an acquaintance.
Now that Jonas Chef, who has knowledge of fermentation and has experience in providing courses for vegetarians, is ready to stay, the full course at the cafe will become a reality.
Course antipasto / seasonal vegetable salad. Sprinkled with carrots and sweet potatoes cooked in Viamver’s yeast fermented liquid, nuts roasted in soy sauce, etc. Sautéed local mushrooms are served with yeast-fermented mushroom sauce and yogurt dressing.
“I think there are courses that use only fermented foods, but I don’t think there is any other course in the world that consists of only one yeast,” says Yasushi, who enjoys taking on the challenge of new fields.
He also developed bread fermented with Viamver. Since yeast derived from miso soy sauce produces less gas, we repeated experiments to prepare the environment in which the bacteria work, such as adding grape juice as a nutrient source and lengthening the time to let it rest, and completed it.
The yeast fermented liquor is managed separately in the growth phase, steady phase, and convergence phase, and daily experiments are conducted to determine which stage is effective for each dish. Bread uses a growth period in which gas is generated. For cooking, use the stationary period to the convergent period when the taste increases.
“It’s like growing and farming. The chef adjusts the food and chooses wine according to the aroma and taste of the fungus that changes from stage to stage. Change the cooking method with bananas in ripe and lush states. It’s the same as. It’s close to a musical feeling, like how to match the bass to the rhythm of the drum. “
It is not tea that is being poured, but three kinds of green onions, Vichyssoise. I’m excited about how to provide this.
A dish that makes you feel the characteristics of yeast that creates a cheese-like flavor when combined with cream. The ingredients are fermented and aged salmon.
Pumpkin and brie risotto with yeast doubled in thickness. Accented with tomatoes that have become more acidic like dried plums due to fermentation. “If you mix something with a strong taste, you can eat it in a well-balanced manner.”
Contrary to the typical full-course meal, the main dishes are served in the order of meat and fish in order to maximize the characteristics of yeast, which has the umami of seafood. The dishes are piled up with the image that the taste is accumulated and happiness grows.
The main meat is fermented and aged pork from Akita prefecture. The hard shoulder meat that cannot be chewed is soft enough to be loosened with a knife by the power of yeast. Collagen also turns into umami, and a dish that brings out the natural salty taste of yeast fermented liquid. With purple potato puree and pear butter saute with yeast solution.
The main fish is fermented and aged Pacific cod. It was baked in the oven with a mayonnaise-like seasoning made from yeast fermented liquid and herb bread crumbs. Miso is accented with a sauce made by stir-frying shrimp shells for a long time. Pairing orange wine that gives a refreshing multi-layered taste.
“I don’t like to force myself to pick up ingredients, so I cook with what I can get at that time,” says Chef Sato. He cherishes connecting with producers and visiting the site, saying, “I only use materials that I can understand,” such as by setting up a ship and pulling a net.
Chef Sato is from Nikaho City (formerly Konoura Town) in Akita Prefecture, a port town facing the Sea of Japan. He does not have a store and supervises the food and services of various restaurants.
“It’s a recipe from a miso soy sauce shop, but I rarely use miso soy sauce (laughs). It’s easy to use, but if you do that, it will be a recipe that you can do anywhere.”
Mr. Yasushi “I have never said that I should not use miso soy sauce (laughs), but I want to make a leap forward as much as possible, and I am grateful that Chef Sato takes that thought into consideration when choosing the ingredients. “
We trust each other and enjoy ourselves. You can see that a good team is formed.
Mr. Yasushi said that when he just took over the family business, he was struggling alone because he did not understand the pursuit of originality and innovation.
“I was like playing music by myself, but the team was about half younger and the groove started to emerge. Some people were able to have a session, and I started to think that I would be able to manage even if there were issues. ”
The Western and Eastern sensibilities of the two chefs who develop the menu are combined with the perspectives of producer Yasushi and researcher Kimura, and experiments are repeated every day.
The dessert at the end of the course is also a fusion of the team’s ideas. Miso and soy sauce gelato with nuts and pralines, which are popular even when ordered individually.
The idea of Chef Jonas was to add bitter popcorn caramelized with miso aged for 3 years to the gelato developed by Mr. Tai when the cafe opened. You can enjoy a different texture by soaking it in melted gelato.
“We have more good friends who can stimulate each other. There are more friends who are not here, such as researchers, Kimura, artists and architects,” says Yasushi. The team gathered around Vianvar named it “Astronomica”, which means the universe in ancient Greek, so that the world of fungi can be imagined as a dream area.
Shunsuke Sawaguchi, who serves, is also a member of the team. We will carefully convey the thoughts of Mr. Yasushi and the features of the menu.
Chef Sato also said, “Since Mr. Takahashi (Yasu) himself has an atmosphere where he can brave himself, it is interesting that people who are inspired by it gather and mix here to create new ideas. Outside the prefecture and abroad. It’s a place that is more inspiring than going to, so I think it’s amazing and fun. “
Mr. Yasushi’s experience of traveling abroad is also the essence of the traditional image of miso soy sauce brewery and the ideas and uniqueness that go beyond the realm.
“I knew I had to take over the family business, but I didn’t want to take over. I thought I wouldn’t be able to move if I took over, so when I was young, try to go out as much as possible, even if someone wasn’t interested in what they did. I was trying to experience it. ”
While inheriting the tradition of 150 years, Mr. Yasushi creates original and innovative ideas by incorporating his own experience, technique and art, and forms them one after another with his friends.
He is planning to renovate the warehouse next to the Moromi warehouse located in the back of the site into a dining space, the mezzanine floor into a tea room, and the outside warehouse into a wine sales office. We are planning to serve finished dishes at the cafe near the entrance and experimental dishes at the back warehouse.
Moromi brewery with soy sauce. If you apply for a full wine pairing in addition to the full course, the experience begins with the “starter” here. The scent of soy sauce drifts from the passage leading to the brewery, making you feel as if you are already tasting the food.
Finger food that combines locally produced Minase beef soaked in yeast fermented liquid with cream cheese kneaded with pear and figs. In order to propose pairing between yeasts of the same Akita, we paired the fruity <No. 6> of a friend’s brewery <Aramasa Sake Brewery>, which brews sake only with No. 6 yeast found by an ancestor with roots, at Moromi-Gura. I will. It is a special time where you can enjoy the characteristics of yeast, such as “creating umami” and “softening meat and fish,” in a space where yeast is poured.
“As long as I’m doing miso soy sauce in an old building, there will continue to be” Japanese “in products and spaces, no matter how innovative. But I don’t want to do anything similar. How do you mix the world’s essence? I’m thinking about whether it will be new if I arrange it. ”
Wine to be brewed at Viamver is scheduled to be completed in February. The day when all dishes and cups are connected with only the same yeast, which is unprecedented in the world, is just around the corner. We are also looking to reform distribution and bring out miso soy sauce products brewed in Viamver.
Team Astronomika creates a hot, strong and new era. I am looking forward to future developments.
YAMAMO GARDEN CAFE Address: 124 Iwasaki, Yuzawa City, Akita Prefecture TEL: 0183-73-2902 Business hours: 10:00 to 17:00 (16:30 L.O.) * Lunch course requires reservation from 11:00 to 15:00, dinner course requires reservation only on Friday, Saturday and Sunday (reservation required 3 days in advance). Regular holiday: Irregular holiday
I had you summarize the contents of the online dialogue the other day in text. He talks about learning from inheriting the family business, thinking up to the present, social issues and how to deal with oneself. As I thought about the company’s efforts and the future of the industry, I found the future and social image I wanted to create, and in that direction I began to match what individuals should do and proceed with things. We spent a lot of time before that happened and continued to struggle at the individual, company, community and social layers.
Japan’s strength is the accumulation of a profound culture based on a long history. To make the most of it, we need to make changes to optimize the old industrial structure and cultural business to the present day. It takes a lot of courage and decision, but when it is achieved, we believe that it will shine in the world and propose one of the human-like ecosystems.
From the role of Japanese traditional industries in the world to the record heavy snowfall of this year and the social change of the world that promotes the independence of snowy countries, the content of the story was wide-ranging. It was a very happy time to be able to discuss the problems and social issues facing us today. Thank you to all the staff.
“Business succession” has always been a source of concern for historic companies.
Where will the tradition be preserved and what will be changed? How to take tradition as an opportunity and create new value?
In the second “DESIGN-DRIVEN MANAGEMENT SEMINAR” co-sponsored by KESIKI and the Japan Patent Office of the Ministry of Economy, Trade and Industry, Mr. Yasushi Takahashi, the brewer of Yamamo Miso and Soy Sauce Brewing Company, which has been in Akita Prefecture since 1867, was invited as a guest to “succeed business” We asked about “formation of corporate personality and culture” which is deeply related to.
As the 7th generation of the company, Mr. Takahashi has been working on website and package design and rebranding himself, and has continued to disseminate information both domestically and internationally while collaborating with various artists, architects, researchers and chefs. It was.
In addition, we discovered Viamver yeast (patent pending) that brews fruit aroma and umami from 10 years of trial brewing, and applied it not only to miso soy sauce products but also to cafe menus, processed meat and fish products, wine and beverages, and new We are pursuing the world of fermentation.
Mr. Takahashi, who has a long history and is rebuilding new values and producing results one after another, actually, when he was young, he always thought that he didn’t want to continue his family business, “it’s like a curse.” It seems to be. It’s been over ten years since then. He talked about his experiences, such as how to grasp history and traditions, how to utilize his personal creativity, and various knowledge gained by walking around the world.
Kunori: Mr. Takahashi is a very unique person who is a creator and a designer as well as a manager. You are also working on the packaging of new products yourself.
Takahashi: Yes. Assuming the future of overseas expansion, I was creating a portfolio in which I thought about products and designed packages even though I had no orders yet. When I was showing it to various people, I was told, “It’s interesting, so I’d like to make it as it is,” and I decided to actually commercialize it in that flow. As a result, thankfully, overseas transactions were decided five years after taking over the family business.
Kunori: Deployment is quick (laughs). When I heard about it before, Mr. Takahashi said that he feels great potential not only in his own company but also in the “legacy industry” in Japan. How did you get there?
Takahashi: That’s right. After all, when I went abroad, I came to the conclusion that maximizing the value that cannot be achieved by one generation is more competitive in the world. I think that the fact that there are many traditional companies is a strength unique to Japan, so I strongly believe that it is important for the country to make more use of the legacy that is passed down to the region.
Nishigaki: What made Mr. Takahashi go back in history?
Takahashi: Even if you look at brands in various fields, I think there is often a method of establishing the present by denying the past. However, in the history that has continued, it has become uncomfortable to make decisions based on the historical background, emotions, and affection each time, and to guess them on the modern value axis. So I thought that what I had to do was to know the past and “affirm” it.
Nishigaki: How did Mr. Takahashi originally view his family business?
Takahashi: At first, I didn’t want to continue, and I thought it was terribly dull. It was kind of a curse, and I felt depressed when I thought about the future. Not only me, but everyone who has a family business may have such a part.
My biggest enemy was my past self, which I thought was “uncool”
Kunori: I think that taking over the family business meant breaking the curse for Mr. Takahashi. What step did you start with?
Takahashi: I made an effort to find out what I should do for myself, who I thought was awkward. In a sense, the biggest marketing partner is the past self. For example, even if a printing company told me that a black base is recommended for soy sauce pamphlets, I tried to resist it without being swept away by the custom, and I piled up from such small things.
Nishigaki: What did the existing employees think of Mr. Takahashi’s behavior?
Takahashi: At first, I had long hair and a beard, and I think it looked like something unusual (laughs). But I didn’t care about that at all. Rather, it was a battle of how to maintain one’s ideals without being swept away by the usual industry.
To that end, I first created my own room, placed my favorite furniture, and created a place where I could return. From there, I gradually put the furniture in the shop and gradually eroded the style I wanted to do. However, it took about 10 years for people who understand their true intentions to take root in the company.
Kunori: A lonely battle for 10 years … If you’re a normal mental person, you might want to run away, but how did you get over 10 years?
Takahashi: Well, even my closest parents couldn’t persuade me, so I always believed in myself. Eventually, people who could really talk with each other gradually appeared, and now we have a good relationship of trust with the team. We have created cafes and galleries in the warehouse and collaborate with artists and chefs who are active in the world, and I think that we can have a relationship of trust because we can also love them and properly dispose of them.
Nishigaki: How did you talk to the employees who have been working for a long time and said that they should stay as they are?
Takahashi: I avoid talking about my vision directly. For example, young employees plan an opportunity for all employees to eat chef’s dishes using new products, and wait until they think that new initiatives will be fun. ..
Kunori: After becoming a manager, Mr. Takahashi started rebranding, creating cafes and galleries, and expanding overseas. You are working on new things one after another, but where is the source of your creativity?
Takahashi: I like watching signs of social change and new trends. When I come across such a thing, I try to capture the context of why it could only happen in that land of that era. Especially the people who are doing town planning are very interesting. You are creating a culture of lifestyle while embracing the wide variety of people who live there. I meet people who are building the city of Brooklyn in NY, and I get introduced from there, and I regularly meet people who are rebuilding the area at home and abroad.
Nishigaki: You’re also very interested in urban development. Is it for the survival of the company as a local company, or is it the desire to create the region itself?
Takahashi: There are both. For example, Tohoku is currently suffering from heavy snowfall, and in order to solve this problem, I think it is necessary to learn from the regional development and culture of Northern Europe. In Scandinavia, the design and creative industries are thriving and conceptual communities are being created because various things stop due to snow and productivity drops. Instead of waiting for the support of the central government, I think we can solve the problems by working with overseas regions in the Tohoku region.
Kunori: Mr. Takahashi was very familiar with cities around the world and a wide range of cultures, so I thought he would read a lot of books, but I was surprised to hear that he didn’t read many books. Where do you usually get the idea and put it into words within yourself?
Takahashi: I like trends such as music and manga, but I rarely read books. For example, for a certain music trend, I think subjectively about why young people think that music is good, verify it in connection with another case that I know, and stock it again. is. I’ve met a person who stocks a lot more of that subjective verification than I do, but I’m talking about everything subjectively, not selling or selling external information.
Kunori: I see. There are business owners who like music and culture, but few people make use of the knowledge gained from them in their business. Mr. Takahashi, how do you see creativity and culture as effective for traditional industries?
Takahashi: I think that human imagination and dreams are the source of the power to create new things. In the past, innovation was occurring in cities and large companies with many resources, but now, thanks to technology, it can be done in smaller units. Then personal dreams and passions become more important.
To do that, you first need to know yourself. I don’t think that dreams and passions are born from the objective domain, but rather prevent them. If you are told that you are slow compared to someone else, you will not try to run. As a result of pursuing the original realm of sneaking deep into myself, I believe that I can create empathy and co-creation with others.
Kunori: At the beginning, there was a talk that it is possible to carry out social change centered on legacy because it is unique to Japan. In fact, a department called “Social Transformation Division” has been created in the company. How do you plan to achieve that in the future?
Takahashi: I want to create a chain in which “creativity” influences others and creates emergence. Until now, individual creativity has been limited to some extent in society. In terms of safety and governance, there are some problems if that happens.
However, I would like to increase the relative value of creatives and increase the concentration of society so that creative things can be recognized. By doing so, I think that new things will always be born, empathy will be created, and co-creation will be born. First of all, I would like to create a high-concentration ecosystem in and around my company and connect with other unique regions in the world.
Nishigaki: Do you also provide any support to other companies and organizations that want to increase their creative concentration?
Takahashi: I sometimes consult with you and give you advice. What I would like to do in the future is to create a corporate training program in the form of Toyota’s Kaizen, for example. In terms of increasing the creative concentration in Japan, not only management but also bottom-up is important. I want to create a program that even small and medium-sized enterprises can implement properly. I don’t think society as a whole will improve unless the people who are ahead of us share their experiences.
Kunori: We at KESIKI and the Japan Patent Office are also working on verbalizing the experiences of managers like Mr. Takahashi and putting them together as a frame. This map is still in the process of being created, but today I heard Mr. Takahashi’s story, and the “personality formation” of the company on the far left here is especially involved in small and medium-sized enterprises and traditional industries. I thought again that the people who are there will be very important. It is exactly the part that digs deep into yourself and your company, unraveling history, delusion of the future, and having passion.
Nishigaki: That’s right. Mr. Takahashi seems to be in the position of creating a new corporate culture, but the fostering of that culture is rooted in the inventory of history and strengths, and it is exactly the reconstruction of the legacy. I felt that it was done.
Kunori: “Design management” is often talked about as a set with the words “anthropocentric” and “user-oriented”, but the focus is on how to develop products that are close to the feelings of customers. I tend to live. Of course, it’s an indispensable process, but it’s also important to delve into your own origins and identities. I felt that new value would be created only by multiplying it with something that understands the user’s mind.
Nishigaki: In the middle of the map, it says “to tell a fascinating story,” but where does that story come from? “Who is our company?” That is linked to culture, history, and regional characteristics. It’s the “personality” part of “Is it?” I think that companies that are digging deeper into this will be able to differentiate themselves from other companies.
Takahashi: I’m grateful for this opportunity. I would like to regularly reflect on my current thoughts and incorporate the stories of other people, so I hope to have the opportunity to meet with you again.
“Honestly, the word design management feels strange.” Mr. Takahashi said so in a preliminary meeting.
“Affirm the past,” “dive deep into oneself,” “subjectively verify events,” and “release individual creativity.” Mr. Takahashi, like an artist, faces society while interacting with himself, and is managed with a strong will and passion.
Recently, it is often said that design thinking is followed by art thinking. Which is correct? We think it’s just a matter of definition.
However, one thing can be said. If design is perceived as “user-oriented” and art as “own philosophy or belief,” design needs to be more artistic. Mr. Takahashi’s story made us realize that.
