Latest news with #Ota
Asahi Shimbun
10-08-2025
- Business
- Asahi Shimbun
How Kirin's Heartland defied convention and found a following
Heartland Beer by Kirin Brewery. Japan's first beer to be sold in an emerald green bottle, with an unlabeled embossed design on July 4 in Tokyo's Bunkyo Ward (Masaki Hashida) Brewmaster Eriko Ota is an unsung hero in Japan for helping to create a beer in a distinctive emerald green bottle unlike any other in the market. In the fiercely competitive world of Japanese brewing, where industry giants vie for dominance, her brainchild, Kirin's Heartland Beer, carved out a special niche. It is often mentioned alongside Sapporo Lager Beer (Akaboshi) as a 'beer that sells without advertising.' This fall, Ota—a senior fellow at Kirin Holdings Co.'s Health Science Business Headquarters and one of the minds behind Heartland—is set to leave the company at the end of her post-retirement re-employment period. Beer enthusiasts should raise a toast to Ota, marking the finale of a long career deeply entwined with the story of this unconventional brew. Her journey offers a rare window into the radical thinking and creative experimentation that gave birth to a beer that remains as popular as ever, almost 40 years after its introduction. 'Our aim was to create a beer with a crisp, clean finish—one that didn't leave a lingering aftertaste,' said Ota, 64. 'Everything was trial and error. We produced more than 50 prototypes in a five-kilogram tank. I remember getting dizzy from it all,' she recalled with a laugh. Her professional life began with Heartland, and the premium pale lager remains one of her proudest achievements. Ota joined Kirin Brewery in 1983, two years before the equal employment opportunity law was enacted, and just six months later, she became part of the newly formed development team for Heartland. 'At the time, Kirin held more than 60 percent of Japan's beer market,' Ota said. 'The question we kept asking was: how do we reach the remaining 40 percent? That's when the idea emerged—let's launch an entirely new brand to tap into that underserved segment.' Internal research conducted by the marketing department had uncovered some alarming trends: Kirin's brand-specific orders at restaurants were declining; the rise in single-person households was leading to a drop in home beer deliveries; and an increasing number of consumers were seeking personal fulfillment and becoming more selective in their choices. A 10 percent decline in market share was projected. Heartland was born from this sense of urgency. It was a period when so-called 'Saison culture' was flourishing—a movement that blended retail and cultural innovation, led by the now-defunct Saison Group and its core companies, such as Seibu Department Stores and Parco Co., known for their lifestyle-oriented shopping complexes. 'For decades, it was standard practice in Japan for each beer company to focus on just one flagship brand,' Ota said. 'We wanted to challenge that model. Instead of pushing products from the top down, we aimed to create something that consumers would seek out themselves. Our goal was to design a beer that resonated with people's lifestyles and personal aspirations.' Heartland's green bottle is embossed with the image of a large tree—a bold departure from convention. Notably absent is Kirin's iconic emblem, the mythical chimera-like creature from East Asian folklore. Even the company name is nowhere to be found on the bottle, a deliberate choice to let the product speak for itself. The design was inspired by two unexpected sources: unlabeled embossed bottles recovered from a sunken ship off the coast of New York, and a landscape painting depicting a granary in Illinois. Heartland was also the first beer in Japan to feature an emerald green bottle—another quiet but striking break from industry norms. BREWING A CULT FOLLOWING When Heartland was launched in 1986, it aimed to be a 'beer known only to those in the know'—a quiet, discerning alternative to the mainstream. But just a year later, Asahi Breweries' Super Dry burst onto the scene, capturing the market and igniting a nationwide 'Dry Boom.' As Japan plunged into a frenzy of stock speculation and land investment, emblematic of the bubble economy era, Heartland struggled to find its footing. 'Heartland isn't a beer of the bubble era,' Ota said. 'It's a beer that represents something more personal—a place of the heart. That's why it didn't thrive in a time defined by asset-price bubbles.' According to professor Akihiro Inoue, a marketing expert at Keio University's Graduate School of Business Administration, the Heartland development team never lost faith in its vision. Instead, the team members quietly and persistently worked to foster a deeper emotional connection with consumers. They invited interested bar and restaurant owners to Kirin's Tokyo headquarters, where they shared the brand's philosophy and emphasized its cultural significance. Heartland began to regain momentum in 1993, following the collapse of Japan's bubble economy. That year marked the beginning of a remarkable streak: shipments rose for 24 consecutive years. And since 2022, sales have continued to exceed the previous year's figures for three years in a row. Remarkably, this success has been achieved without a single mass-market advertising campaign—and without altering the beer's original brewing method, which only uses malt, hops and water, or design. Over time, Heartland has quietly cultivated a loyal, if niche, following. 'Maybe the concept was just a little ahead of its time,' Ota said. 'But I truly believe it was something society needed.' A similar story of quiet persistence applies to Sapporo's time-honored Akaboshi (Red Star) beer. First brewed in 1877, it holds the distinction of being Japan's oldest surviving beer brand. In 2024, its shipment volume was approximately 2.1 times higher than in 2019, before the COVID-19 pandemic. Like Heartland, Akaboshi has never relied on traditional mass advertising—eschewing TV, newspapers, and train station ads in favor of word-of-mouth and long-term brand integrity. RIVAL ASAHI KEEPS CLOSE EYE ON HEARTLAND How do competitors view the quiet success of beers such as Heartland? Asked about the trend, Atsushi Katsuki, president and CEO of Asahi Group Holdings, responded without hesitation: 'We're watching it very closely. There's a kind of synergy at play—when manufacturers take a steady, thoughtful approach, and restaurants that are committed to genuine quality choose to serve their products. That creates a perception among consumers that, 'If this place carries it, it must be good.''
04-08-2025
- Business
Kobayashi Pharm Chm. Vows Corporate Culture Reform
News from Japan Economy Aug 3, 2025 18:16 (JST) Osaka, Aug. 3 (Jiji Press)--Japan's Kobayashi Pharmaceutical Co. will accelerate efforts to reform its corporate culture marked by workers' reliance on top management, Chairman Yoshihito Ota has said. A major problem the drug and supplement maker must address is the "strong tendency to depend on top management," seen among its employees, Ota said in a recent interview. Ota took office in March after being invited from outside the Osaka-based company, following a massive health hazard caused by supplements containing "beni koji" red yeast rice ingredients that came to light early last year. Led by top executives mainly from the founding family, Kobayashi Pharmaceutical achieved net profit growth for over 20 years from its stock market listing in 1999, until the beni koji scandal emerged. For many employees, "it was easier to work if they depended on someone rather than asserting themselves" during the period of strong growth, Ota said. [Copyright The Jiji Press, Ltd.] Jiji Press
Yomiuri Shimbun
11-07-2025
- Automotive
- Yomiuri Shimbun
Japan Firm Aims to Begin Commercial Operations of Flying Car Taxis by Early 2030s
Soracle Corp. announced Thursday that it aims to begin commercial operations of 'flying cars' by 2027. Yukihiro Ota, CEO of the Tokyo-based company involved in the operation of next-generation flying cars, said the company aims to begin commercial operations of paid transport for people. The company was jointly established by Japan Airlines Co. and Sumitomo Corp. It plans to start first in the Kansai region and then expand to other regions, including Kanto. 'Kansai will be our top candidate for where we start commercial operations of the flying cars, as we have established cooperative relationships with many people involved in the flying car industry through the Expo,' Ota told reporters at the 2025 Osaka-Kansai Expo venue. The company plans to begin scenic flights around Osaka Bay and flights between two sites by 2027, using aircraft from U.S. firm Archer Aviation Inc. After that, it will expand service areas to other parts of the Kansai region and make flying cars as easily available as taxis by the early 2030s. At the Expo site on Thursday, Soracle unveiled to the press a full-scale model of an Archer Aviation aircraft, which has five seats and is about 10 meters long.
The Mainichi
23-06-2025
- Politics
- The Mainichi
'Hate war, not people': Cornerstone of Peace monument in Okinawa marks 30th anniversary
NAHA -- This Okinawa Memorial Day, June 23, marks the 30th anniversary since the "Cornerstone of Peace" monument was erected in the city of Itoman, Okinawa Prefecture, with the names of more than 240,000 war dead, both Japanese and Americans, inscribed on it. On June 23, the prefecture observed the day of remembrance for the victims of the Battle of Okinawa during the final stages of World War II. This year marks the 80th anniversary of the ground battles waged in 1945 between Japanese and American forces, which claimed the lives of approximately 200,000 people, including residents. The Cornerstone of Peace commemorates the names of all war dead regardless of nationality or affiliation. Choko Takayama, 90, a Naha resident who was involved in the monument's creation in 1995 as a senior prefectural official, reflected, "In just three months, the lives of these many people were lost. This monument is a testament to their existence." The Battle of Okinawa intensified after U.S. forces landed on the central part of Okinawa's main island on April 1, 1945, continuing combat until the organized resistance of the Japanese forces ended in late June. Takayama, who was 10 years old at the time, lived in the town of Motobu in the northern part of the island. The advancing U.S. forces unleashed heavy attacks on the north. As his family fled after Japanese military units, they witnessed the grim sights of fallen people and military horses. "It was tragic and cruel," he recalled. While taking shelter from the rain under a house's eaves, Takayama saw two men carry away a boy soldier, who was severely injured and groaning. The boy pleaded, "Please don't throw me away." His voice still lingers in Takayama's memory. The late Okinawa Gov. Masahide Ota proceeded with the erection of the Cornerstone of Peace as part of a project commemorating 50 years since the war's end. He had also experienced the battlefield as a student mobilized in the "Blood and Iron Student Corps." The monument was designed to inscribe the names of all victims, regardless of nationality or whether they were military or civilian. Takayama explained, "Okinawa has a peace philosophy established over the course of its long history: Hate war, not people. This is what Mr. Ota called 'the heart of Okinawa.'" Ota passed away in 2017 at the age of 92. The project to establish the monument began in earnest in 1992. Officials conducted surveys to identify all the war dead to be inscribed, with cooperation from municipalities in the prefecture and Battle of Okinawa survivors. To include the names of deceased American soldiers, Gov. Ota and Takayama, then the head of the governor's office, visited the U.S. Department of Defense to request a list of names. Coordination and verification continued until just before the completion of the monument. On the unveiling day, June 23, 1995, many prefectural residents and others gathered at the monument, shedding tears upon seeing the inscribed names and tracing them. There are still many people whose locations of death during the Battle of Okinawa are unknown as their remains have never been found. Takayama contemplated, "The wandering souls of the victims may have found their way back here upon seeing their names on the Cornerstone of Peace." Thirty years since its installation, the monument added the names of 342 newly identified victims, including those from the United States, bringing the total inscriptions to 242,567. Some names remain unknown, marked as "Child of XX" or "Eldest son of XX." Takayama asserted, "The Cornerstone of Peace vividly tells the story of how tragic and brutal the Battle of Okinawa was." Conflicts are continuing to erupt worldwide. On the morning of June 23 this year, many people were seen visiting the Cornerstone of Peace to mourn family members and others lost to the war. Takayama noted, "I hope more people will know about this place as a symbol of peace with the aim of achieving a society without war."
Eater
23-05-2025
- Business
- Eater
Step Down Into Georgetown's Hot New Basement Sushi Destination
D.C. isn't exactly starving for sushi — with sleek omakase counters, Michelin-starred places, and quiet hole-in-the-walls in just about every neighborhood, the city's raw fish game is strong. But, there's no such thing as too much of a good thing. Enter Sushi Gaku, the latest contender to roll into the District that hopes to slice, dice, and impress its way into your weekly dinner rotation. Occupying the subterranean Georgetown space formerly held by cocktail lounge Donahue (1338 Wisconsin Avenue NW), Sushi Gaku is the newest installment from chef Yoshi Ota — but it's not his first pass at the D.C. restaurant scene. Sushi Gakyu was a longtime favorite of Washingtonians, serving up similar rolls in a sleek spot near the White House until its closure this year. Its newest D.C. iteration, named Sushi Gaku, sits blocks away from always busy M Street, nestled along the less crowded corridor of Wisconsin Avenue NW. 'I am so honored to join this historical area in Washington,' says Ota, in a statement. 'I am planning to serve traditional sushi as well as a different style that our guests have never seen before.' Born in Hokkaido Japan, Ota's culinary career began at ANA International Tokyo restaurant in Tokyo, Japan. He took his talents across the globe, spending the last four decades perfecting his knife skills across his home country and the U.S., notably at New York's legendary Sushi Den. He is one of the only in the area to hold a preparation license for fugu, or pufferfish — the Japanese delicacy that contains a poisonous toxin. For this new-look sushi spot in the nation's capital, chef once again called on Bethany Kazaba, CEO and Managing Principal at Neighborhood Retail Group, for help. The space is modestly small, but the decor is on brand — striking a cultured balance between modern elegance and traditional Japanese artistry. Delicate orchid plants sit atop polished wooden counters, while minimalist wall panels adorned with ink-brushed calligraphy evoke a quiet sense of comfort. Bamboo accents and stone plateware add texture, all brought to life under tailored mood lighting that softens every corner and sets the tone for intimate conversations. On the menu is a mix of recognizable fare and perhaps new-to-you rolls and sashimi. One signature dish is its traditional style nigiri sushi, prepared edo style with akazu (dark vinegar), sushi rice, and fish pieces. He will also serve regular nigiri with white sushi rice, as well as maki, and other casual Japanese plates. Sashimi arrives in bulk by plates of at least 10 or smaller portions of four pieces per serving, featuring mackerel, tuna, squid, scallop, fatty tuna, and plenty more cuts. The same offerings are available for nigiri, except two pieces per platter. Starters consist of the classics: edamame, green salad, seaweed salad, and spring rolls. Cooked protein are pickings of grilled eel, shrimp tempura, fried oyster, grilled black cod, and hamachi kama. Though not coming for at least two months, given it needs ample time for preparation, diners have an omakase course to look forward to. Chef plans to serve a very fermented ancient-style sushi. The reservation-only tasting, which starts at $180 per person, features four appetizers in addition to 12 pieces of premium nigiri and dessert. To accompany the aforementioned options is a sprawling beverage program headlined by four opening cocktails. The cheeky Royal Fizz combines rum, lime juice, umeshu, saline, and prosecco while the refreshing Gaku Breeze blends tequila, almond liqueur, lime juice, cucumber syrup, and mint leaves for garnish. And it wouldn't be a proper Japanese establishment without sake by the carafe and bottle. For the simpler palates, there is plenty of wine and Sapporo beers. Over on M Street NW, Georgetown is home to another great downstairs sushi cave called Kyojin, named Eater DC's 2023 Restaurant of the Year. And more raw fish is on the horizon across the city, with all-you-can-eat Sushi Sato coming to H Street in the next month. Sign up for our newsletter.
