JAPAN BUSINESS EDGE Ep. 02
Yushin Brewery Co., Ltd.
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Takashi Tokuyama, Ph.D.
CEO, Yushin Brewery Co., Ltd.
Yushin Brewery is a Japanese sake brewery established 160 years ago. Interestingly, the proportion of sake sales to the company's total sales is less than one percent. By far, the majority of sales come from the company’s "Rice Power Extract." This is an extract derived from rice using their unique fermentation technique.
Their most innovative extract formula is "Rice Power Extract No 11." It not only adds moisture to skin, but also enhances the skin's natural ability to retain moisture. It is the first cosmetic ingredient to be certified as 'enhancing' skin condition under Japanese drug legislation. It has become a big hit. One product with this ingredient sold over 200,000 units in just one week.
We interviewed CEO Takashi Tokuyama who invented "Rice Power Extract" based on his unique theory. This remarkable formula has boosted the company's total sales 25 times.