Corporate Vision

Looking ahead toward changes in the times, and taking pioneering action

Since then, Fujita & Co., Ltd. has acted under that philosophy, and it now offers a diverse lineup of products and services with high cultural value, such as those from Longchamp, Christian Dior, McDonald’s, Toys “R” Us Japan, and Tie Rack.

In addition, Fujita & Co. conducts business according to a philosophy governed by its three guiding principles of “opposite viewpoints,” “communication with an emphasis on trust,” and “attention to cultural traits.”

“Opposite viewpoints”

There are various opposing viewpoints and reciprocal relationships in the world. We do not favor one particular side of any sense of values; instead, we consider both sides and unite them by finding the perfect balance between them.

→ McDonald’s Japan is a store that is defined not just by “selling hamburgers,” but rather by “selling a fun time,” which was put into practice through zero-yen smiles and happy meals. This is an example of striking a balance in various values from opposite viewpoints.

“Principled communication with an emphasis on reliability”

“Always honoring contracts and promises, and upholding our trustworthiness”
People place their trust in those relied on by others. We spread our network of reliability as though it were a chain of interlinked magnets.

→ In 1965, we received orders for knives and forks from American Oil. The first order was for 3 million, and the second order was for 6 million. We ordered the production from a manufacturer, but both times the delivery was just barely on time.

Thus, in order to keep to our deadlines, we chartered a Boeing 707 for 20 million yen, thereby buying trustworthiness. This is just one of many times when our company has stuck to its principles and put reliability first.

“Principled attention to cultural traits”

Products all have a cultural background from which they were born. Different cultures perceive them according to the conditions and environment under which they are introduced.
When introducing new products, one must ease opposition to them within a culture, and create a situation that fosters feelings of adoration.
In other words, it is easier for a culture to accept a product when the essence of the product as it stands is arranged in such a way that is suitable to the environment it is in.

→A famous example is the official pronunciation of “McDonald’s” in Japan, which is split into three-syllable segments to make it easier for Japanese speakers to pronounce, instead of mimicking the English pronunciation, leading to the Japanese pronunciation: “Makudo-Narudo.”

Our mission is to continue to provide products and services that have high cultural value by adhering to our philosophy and guiding principles “with our eyes fixed on the future.”