CEO: Hideo Nakamura
“Employees who work with a smile bring smiles to our customers”
Toyo Corporation operates two businesses: a crane game specialty store and a reuse shop. In both ventures, the company is dedicated to creating smiles for both customers and employees.
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Toyo Corporation: Management Creating Smiles Overview Toyo Corporation, founded by Hideo Nakamura, operates two businesses: a crane game specialty store and a reuse shop.
Mr. Nakamura, who grew up in a business-oriented family, always aspired to become an entrepreneur. He successfully led the “Everyday Kitamoto Store,” an electronics discount store, but felt something lacking in the customers’ expressions.
Observing customers smiling in front of crane game machines inspired him with a new business idea.
Founding of the Crane Game Specialty Store Mr. Nakamura decided to establish a crane game specialty store. In this store, customers can set their spending limit and enjoy short-duration crane games. Additionally, machines that can be played with just 10 or 5 yen were introduced to increase customers’ stay duration. Despite poor profitability from frequent restocking, the store employs full-time staff and invests heavily in their training.
Changes after the Great East Japan Earthquake The decrease in customers following the Great East Japan Earthquake led Mr. Nakamura to gather crane game machines from closed stores, which were then meticulously polished by the employees. This effort resulted in creating the world’s largest crane game center. This initiative, supported by the staff, has been instrumental in reinforcing Toyo’s philosophy of being a “Smile Creation Business.”