Group Corporate Philosophy

Two Principles

Mizkan has Two Principles that should always be observed. As a company, we do not simply seek to improve our performance. Putting the Two Principles at the heart of what we do, we aim to achieve performance improvement through continuous quality improvement. We uphold tradition, but never stop striving for better. We will keep growing by continuing to innovate and challenge ourselves.

Offer Customers Only the Finest Products
Connect with customers to serve them better

This principle captures Mizkan’s commitment to quality improvement, which makes customers the top priority. It highlights the need to respond to changes in the world by adopting the perspective of customers who purchase Mizkan products, as well as retailers, business partners, suppliers, and internal stakeholders. It points to the need to improve not only product quality, but also every aspect of customer satisfaction by improving the quality of corporate management. This is the meaning conveyed by the principle “Offer Customers Only the Finest Products.”

Historically, it was at the start of a period of rapid economic growth that we came up with this principle. Owner Matazaemon Nakano VII first started using “Offer Customers Only the Finest Products” in 1959, and then later framed it as part of the “Three Points of View (customer, employee, management).” The message was to “connect with customers to serve them better.” In modern-day terms, “Offer Customers Only the Finest Products” expresses how much we value our stakeholders.

Continuously Challenge the Status Quo
Ask yourself what you can do better

Continuously Challenge the Status Quo
Ask yourself what you can do better

This principle expresses Mizkan’s commitment to continuous innovation. Another way to put it is to look at the facts in an honest and humble manner to change ourselves for the better. As a company that has repeatedly carried out innovation and challenges in anticipation of the future, Mizkan’s history flows from this principle. However, innovation is not something that can be achieved simply by embracing challenges aimlessly. We need to look at ourselves objectively to check we are not taking the easy way out or becoming complacent with success. We can develop this mindset by working to anticipate the future and relentlessly pursuing self improvement. If we consistently ask ourselves what we can do better, we can recognize the opportunities offered by major changes, and even convert risks into opportunities.
The earliest version of this principle came about in 1974, during the first oil crisis. The intention was to constantly look at the status quo in order to review our management of the business in a difficult economic climate. Later, we added on the “challenging” element to make it what it is today.

By ensuring that every Mizkan team member understands and applies Two Principles in their day-to-day work, we can enhance customer satisfaction. And as a result, we will improve our business performance.