Shunsuke Yamano Hosts Book Signing Events for Smile Cars Franchise Owners in Tokyo and Osaka

Shunsuke Yamano's Book Signing Events

On March 11 and March 12, the founder of Smile Company, Shunsuke Yamano, celebrated the launch of his debut book, Why Smile Cars Has Grown to Over 100 Stores in Three Years, with special book signing events for the franchise owners across Japan in Tokyo and Osaka. The events saw a total of 39 Smile Cars franchise owners come together, providing an opportunity for Yamano to personally hand over the book while engaging in one-on-one conversations.

The book, published by Fusosha, diverges from traditional franchise business literature by focusing on Yamano's personal journey, values, and his challenges at the forefront of the business. Each owner received a personalized message addressed directly to them in the book, making the experience particularly special. Many attendees expressed their surprise at the depth of Yamano’s personal story, noting that they initially expected a standard business manual. The interactions among owners during the event fostered a sense of community, reinforcing the shared values and relationships that underpin the Smile Cars organization.

In recent years, the franchise industry has often grappled with issues around the relationship between headquarters and franchisees. However, Smile Company prioritizes direct human connections over mere systems and regulations. These book signing events exemplify this dedication to genuine interaction and relationship-building.

Looking ahead, Smile Company aims to sustain this nurturing approach through “Smile Cars,” as well as to establish a franchise model that is deeply rooted in local realities, working towards sustainable business growth.

Book Details

- Title: Why Smile Cars Has Grown to Over 100 Stores in Three Years
- Author: Shunsuke Yamano
- Release Date: March 11, 2026
- Publisher: Fusosha
- Price: 1,700 JPY (tax included)
- Online Sales: Available here

About the Author

Shunsuke Yamano, born in 1979 and based in Saitama, serves as the CEO of Smile Company. With 16 years at a Honda dealership—14 in sales and 2 as manager—he has received national accolades for his achievements, including selling 1,000 vehicles over a decade. Following his independence, he launched the car purchase franchise “Smile Cars,” which has expanded to over 130 stores in just three years since its inception.

In his words, "Though I set ambitious goals for rapid growth, I find myself the most astonished by our swift expansion. This book is not a glossy success story; rather, it reflects the gritty reality of my journey. From the beginning, we have faced and learned from challenges together with our franchise owners, fostering a robust community culture. This collection includes sincere discussions filled with both humor and open critique from three franchise owners, surely conveying the heart of our organization. I hope anyone considering joining Smile Cars, as well as those managing franchises and seeking to strengthen their organizations, find valuable insights within these pages, as we aim for 150 stores in our fourth year and set our sights on achieving 10 billion JPY in sales."

About Smile Company

Founded on the motto of being a partner who brings joy to customers, Smile Company operates the used car purchase franchise “Smile Cars” across more than 100 locations in Japan. Recognized among the 'Top 100 Companies in Saitama' as of September 2025, the company will also start recruiting for its new franchise “Smile Trucks,” focused on work vehicles, beginning in 2026. Moving forward, Smile Company remains committed to engaging sincerely with franchise owners and establishing a deeply-rooted franchise model that fosters continuous growth.