#Japan #ISEKADO #Ise City #Shacho Mania #Narihiro Suzuki

Uncovering the Passion of CEOs: Launch of 'Shacho Mania'

On May 1, 2026, TradeOn Co., Ltd., led by CEO Masayuki Koga from Chuo-ku, Tokyo, officially launched a YouTube channel called 'Shacho Mania'. The channel's primary aim is to explore the life stories and leadership journeys of entrepreneurs driving businesses across Japan, presented in an engaging documentary format. The inaugural episode features Narihiro Suzuki, the head of Isekado Brewery, a craft beer brand based in Ise City, Mie Prefecture. In about 42 minutes of footage, viewers can experience the inspiring transformation of a company that successfully turned around its losses during the COVID-19 pandemic.

Introduction to the First Episode

The first episode is a deep dive into the life of Narihiro Suzuki, the 21st generation heir of a traditional rice cake shop founded in 1575—over 450 years ago. As Suzuki ventures into the relatively new field of craft beer, the camera closely follows him throughout a day, unveiling the personal and professional challenges he faces.

Key Highlights

Why did such a long-standing rice cake business decide to dive into the craft beer industry? This bold move is seen as a reflection of the original experiences Suzuki collected from his childhood. In the video, he narrates his journey from university days to his current achievements, showcasing the pivotal moments that shaped his leadership philosophy.

The episode also captures the genuine realities of navigating a business through a crisis. Following the pandemic's economic impact, the company's resurgence demonstrates effective management practices, including financial reports and cost management strategies, providing a transparent glimpse into the workings of a successful turnaround. Suzuki verbalizes the most important lessons learned during the hard times, a first for him.

One compelling moment for the filming crew occurs in the early morning study sessions, highlighting a shocking scene that encapsulates Suzuki's organizational focus—routine inspections of the brewery environment, coupled with interviews from staff and family members. Also featured is the unique “Shrine Cheers”, a fun yet meaningful way the team fosters camaraderie. The episode aims to reveal what truly drives the passion behind Isekado Brewery.

Episode Content Breakdown

• - Childhood and university experiences / morning routines
• - Shocking scenes observed during morning meetings / mentors who guide
• - Environmental inspections of store, office, and factory
• - Overcoming challenges during the pandemic and achieving recovery
• - Important lessons discovered from experiencing hardships / sources of passion
• - Recent goals set for the next five years / economic reviews / what