#Japan #Tokyo #Adachi Brand #Mitsuwa #Yubitamago

The Evolution of Yubitamago: A Story of Innovation at Mitsuwa Corporation

Mitsuwa Corporation, known for its innovative product line, is making waves in the plastic manufacturing industry with its flagship item, 'Yubitamago'. Located directly across from the Shakujii Station in Adachi, Tokyo, the company specializes in plastic molding and has a history spanning over 58 years. Under the guidance of Kenichi Ito, Group Leader of Public Relations, we delve into the company’s journey from inception to its current success in producing original items that cater to the needs of inventors and creators.

A Legacy of Plastic Mastery

Founded in 1967, Mitsuwa began its operations by producing components for various products, such as stove knobs and model gun parts. However, the company faced dire challenges during the 2008 financial crisis, leading to a strategic pivot towards developing proprietary products. This shift birthed the 'Yubitamago', a unique facial roller designed in collaboration with Kenji Ito, the owner of the cosmetic salon POWWOW.

Evolution Through Collaboration

Ito explains, “Three years ago, we merged with Rayama Pack, which specializes in vacuum forming, thus joining a group of five companies. This acquisition not only enhanced our capabilities but allowed us to comprehensively tackle all forms of plastic molding, including injection, blow, and vacuum forming.”

What differentiates Mitsuwa is their commitment to providing a full suite of solutions tailored to their clients' needs. The collaborative pursuit of new products has become a hallmark of their business model.

Yubitamago: The Star Product

'Yubitamago', the flagship product, features three stainless steel balls that rotate 360 degrees, mimicking the pressure of a therapist's hands to effectively massage facial muscles. Launched during a time when local production was dwindling, this invention proved crucial for Mitsuwa's survival. Ito states, “With rising competition from overseas manufacturing, we realized that to stay afloat, we needed to innovate. The development of Yubitamago stemmed from that necessity.”

From Concept to Market

The idea for Yubitamago was first envisioned during a brainstorming session within Mitsuwa's Invention Department. The design underwent multiple iterations before arriving at its final form, which is ergonomically shaped for comfort and ease of use. The journey involved meticulous prototyping and feedback analysis to refine the product before market launch.

Marketing Innovations and Product Expansion

Ito undertook grassroots marketing initiatives to promote Yubitamago, including utilising local barber shops for product placement and venturing into online sales through platforms like Rakuten. The product quickly gained traction, leading to its inclusion in gift catalogs for department stores, illustrating the success of their marketing efforts.

With a budget of around 2 million yen set aside for advertising, the company has also sought to expand its product line beyond Yubitamago. Their latest releases include various iterations that cater to different demographics such as men and younger consumers, including a collaboration with Sanrio’s Gudetama.

Future Aspirations and Innovation

Looking ahead, Mitsuwa aims to retain its unique spirit post-M&A while fostering better collaboration within its group companies. Ito expresses optimism about their ongoing projects, including new chocolate molds that will leverage cost-effective materials. The company’s future reflects a commitment to producing original items that bring joy and convenience to consumers' lives.

Conclusion

Mitsuwa Corporation stands as a beacon of innovation, transforming challenges into opportunities through creative solutions. With its pioneering spirit, they continue to shape the landscape of consumer products while enhancing the quality of life for many. As they evolve, their dedication to innovation promises a bright future in the plastic manufacturing industry and beyond.