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00:00This is the make-up room of the TV station.
00:06Isn't this where you always do your make-up?
00:08Today is the recording day of the show,
00:11and the MC of this show, Ms. Masuda, is currently doing her make-up.
00:16Oh!
00:17It's time for her to get more nervous for the show.
00:21That's right.
00:22The moment I start to feel excited.
00:24What do you think about make-up for women?
00:28It's like a switch.
00:31It's not a transformation, but I can change my mood.
00:36It's exciting.
00:38Make-up tools are essential to create that expression.
00:44I feel that the finish is different when the tools are different.
00:48Each tool that professional make-up artists have
00:52is filled with special care.
00:56Since it's something that touches the skin,
00:59I'm particular about using soft tools.
01:04These are the tools that create magic.
01:07Among such make-up tools,
01:09what is the one that is made in Hiroshima Prefecture?
01:13This is a bear brush.
01:16A bear brush that Ms. Masuda especially loves.
01:20It was born in Kumano-cho, Aki-gun, Hiroshima Prefecture,
01:23and is known all over the world.
01:26However, there is one more thing that Hiroshima is proud of.
01:33What is it?
01:34Is it something other than a brush?
01:36Yes.
01:37I wonder what it is.
01:39I wonder what it is.
01:42Stop!
01:44Turn it around a little.
01:47That's what you're holding in your hand.
01:50It's a puff.
01:52It may look modest,
01:54but this is actually a professional puff based on a urethane sponge.
01:59It's surprising that the company in Hiroshima Prefecture
02:02was the one that created this.
02:04I see.
02:05Speaking of urethane puffs,
02:07I think 90% of our products are made by professional puffs.
02:11Wow!
02:12After years of research,
02:14professional puffs are now 90% sold in Japan.
02:19However, the road to that glory was never flat.
02:25There are pros and cons of professional puffs,
02:28so you can't expect everything to go well.
02:31We develop a lot of things,
02:34but some of them don't turn out the way we expected.
02:3820 years have passed since the development,
02:41and the hit has not been blessed.
02:44What was the first thing that hit the boom?
02:48It was Korea.
02:50What?
02:51Did this product get a lot of praise in Korea?
02:55There was a surprising truth that everyone was surprised about.
03:02After 20 years of innovation,
03:04a product from Hiroshima that Korea discovered.
03:18Masuda-san.
03:27Yes?
03:28Um...
03:29Is it true?
03:31Is there such a thing as a controversy?
03:35What do you mean?
03:37That was a good picture.
03:39I was embarrassed.
03:40It was a great moment.
03:42So this is it, right?
03:44This puff.
03:46I put on makeup when I record,
03:49and I use it when I clean up.
03:53Those of you who are watching on TV may not know,
03:56but I look like this when I put on makeup.
04:00I didn't think it was hair.
04:05When you think of hair, you think of this.
04:09The fluffy hair on the surface
04:13seems to be a shadow.
04:16Let's take a look.
04:19I came to Fuchu City, Hiroshima Prefecture.
04:22You can enjoy it as a natural water slider.
04:25A popular tourist spot where water flows over the rocks.
04:29Saburo-maru, known as the Saburo Falls.
04:32This company, Fungie, is here.
04:37The cosmetics used by the major cosmetics manufacturers in Japan
04:42are shipped from a green mountain factory.
04:47This is Mr. Kondo, the CEO of Torishima.
04:51Let's see how that fluffy food puff is made.
04:59The ingredients for the puff come in this state.
05:05I put it on this machine and apply the adhesive with a spray.
05:10In the first place, food processing is a technique
05:13in which the fibers called piles are cut into extremely fine lengths
05:17of 0.1 mm to a few mm and firmly attached to the base material.
05:24I didn't know that.
05:26This is called a food processor.
05:31There's an electrode in here.
05:34With this static generator,
05:36the adhesive is applied vertically on the bottom plate.
05:42The strong electric power generated by the electrode
05:46makes the short fibers falling from above stand vertically
05:49and firmly attach to the adhesive.
05:52This is food processing.
05:54Does it stick evenly?
05:56This is the inside of the machine where food processing is actually done.
06:00The pile is poured from above.
06:03It passes through the electrode and is attached to the urethane sheet
06:07that flows down.
06:09It all sticks vertically.
06:11And when the adhesive dries,
06:13that fluffy, soft, touch-feeling food is completed.
06:20The urethane sheet that has been prepared
06:23is moved to the second factory of the company
06:26and moved to the next step.
06:30This is the first factory.
06:32This is the factory that processes the food from the sheets
06:35into a product.
06:37We cut it into 2-meter pieces
06:40and use this machine to cut it into the shape of a puff.
06:46Cutting.
06:47A 2-meter-long urethane sheet.
06:50There are 540 puffs made per sheet.
06:56If we don't cut this much, we won't make it in time for production.
07:01Even with this, we won't make it in time.
07:04Oh, I see.
07:07After cutting it into a round shape,
07:09as a finishing touch,
07:11we attach a ribbon to attach the puff to the finger.
07:15This is a machine that melts the puff and ribbon with heat
07:18and attaches them firmly.
07:22Normally, we use a sewing machine,
07:26but we don't have one,
07:28so we made a machine to see how we can melt the puff.
07:33And now we have this machine.
07:38It's fast.
07:39This is how the company's hit product, the urethane sheet puff, was completed.
07:45About 11 million puffs are shipped annually.
07:50When it comes to urethane puffs,
07:52I think about 90% of them are made by our company.
07:57The company's puff is characterized by its textile technology.
08:02In Japan, I heard that this technology was introduced in the United States after the war,
08:07and it was mainly made of fabric.
08:10It was mainly made of fabric.
08:15The texture and feel of velvet and suede are attractive,
08:19and it was often used in medical products.
08:24I see.
08:25The one who noticed this possibility was Yoshiyuki Kondo, the former president.
08:30But why did he decide to apply this textile processing to puffs?
08:38Urethane sponges are not suitable for cosmetics,
08:43so I thought that urethane sponges would make puffs.
08:48It was the beginning of everything.
08:52In 1972, when the research began,
08:57the urethane sheet puff was finally completed.
09:01It's been around since I was 2 or 3 years old.
09:03However, this innovation brought a cold reaction to the cosmetics industry.
09:11At first, Yoshiyuki Kondo couldn't accept the innovative idea of breaking common sense.
09:17Because this puff had a big weakness that blocked the way to success.
09:2690% of the puffs are made by our company.
09:28That's amazing.
09:29But at first, I couldn't accept it at all.
09:31I thought, why?
09:34Mr. Kondo came to the studio.
09:38Nice to meet you.
09:40Nice to meet you, too.
09:41First of all, thank you for taking care of us every day.
09:44Thank you very much.
09:46What kind of company did you start?
09:51We started in Osaka in 1960.
09:55We mainly produced hair colors.
09:59I see.
10:03I think I've seen it before.
10:05It's black like this, right?
10:07That's right.
10:08I just remembered that my mother used to wear it when I was a kid.
10:12That's right.
10:13You used to wear it a lot, didn't you?
10:16Yes, I did.
10:18When I made hair colors, I wanted to make it easier to roll my hair.
10:24So my predecessor thought it would be good to dye my hair.
10:27That's how I got the dyeing technology.
10:30You decided to dye your hair for the color.
10:35How long is the hair dye puff?
10:40The length of the hair dye puff is about 0.3 to 1.2 mm.
10:46The main length is 0.8 mm.
10:51I thought it was a hit from the beginning.
10:54But it didn't hit, did it?
10:56That's right.
10:57It didn't sell as I thought it would.
10:58I couldn't buy it at all.
11:01It's been over 20 years since its development.
11:03What caused the hair dye puff to be a big hit?
11:11Why was the innovative hair dye puff developed by the company not accepted at the time?
11:17To understand that, we need to look back on the history of hair dye puffs.
11:22In the first place, the history of hair dye puffs has always evolved with the evolution of foundation.
11:29The contents of cosmetics are changing to new products.
11:34The puff also changes according to that.
11:37In the 1950s, the main type of foundation was a water-based type that was finished by soaking the sponge in water.
11:45Therefore, a lot of sponges were used to soften the puff when soaked in water.
11:52However, when a powder-based foundation, which can be used easily even at a hair salon, was introduced,
11:59the hair dye puff, which contained a lot of powder, became the mainstream.
12:06That's why it's a little difficult to develop.
12:09In the past, it was said that it would take about five years for a single product to be released in the world.
12:18Even if a new product comes out in five years from now, it will be delayed.
12:27It was not in time to start developing according to the existing foundation.
12:33What was required was an innovative product that had not been seen before.
12:38At that time, I was glad that other companies were not looking at urethane sponges at all.
12:47Powder foundations, which were popular at the time, were small in size so that they could be used easily even at a hair salon, and the cases were getting thinner and thinner.
12:57However, the problem was that if the hair length was extended to improve the texture of the skin,
13:03the overall thickness of the puff would increase and it would not fit the size of the case.
13:11On the other hand, urethane sponges can be thinly sliced or compressed to adjust the thickness freely,
13:19so they were able to make very thin puffs compared to synthetic puffs.
13:25In addition, the advantage of urethane hair dye puffs was that they were cheap and could be mass-produced.
13:35However, because it was a new material, the cosmetics manufacturers could not immediately adopt it.
13:43It is a puff that has never been used before, so I do not know the situation in the world for the time being.
13:49I will use it as a product to promote sales, and if it is good as a product, I will think about the main product.
13:56The proposal was to distribute this innovative puff as a product for promoting sales to cosmetics buyers for free.
14:08If the puff is accepted by customers and has a good response, it will be officially adopted.
14:17A mysterious challenge was about to begin.
14:21So, he distributed 3 million puffs.
14:26It was very popular, so I decided to adopt it if it was suitable for the main product.
14:35It's good, isn't it?
14:37At the time when it was thought to be a big break, a wave of change came to the foundation.
14:46It was when oil and oil-based products began to appear.
14:51When it comes to hair, if you try to take oil-based products, your hair will be damaged or the foundation will not come off well.
15:00After all, there are advantages and disadvantages of hair, so it can't be said that anything goes well.
15:07At that time, the NBR, a synthetic rubber puff developed by a rubber manufacturer, appeared.
15:16Oil is also used for powder, so everyone's eyes are on it, and it has become popular in large quantities.
15:32The urethane hair puff developed by the company has not been much noticed in Japan for 20 years since its development.
15:42However, there is a place where this product shines in an unexpected place.
15:47That place is...
15:50Korea!
15:52Why was this innovative puff highly rated in Korea?
15:57The reason for the surprise was hidden there.
16:01The reason for the surprise was hidden there.
16:07The company sent the urethane hair puff to the world with its proud hair processing technology.
16:14However, the NBR, a synthetic rubber puff, which appeared at the same time, continued to be a tough situation.
16:23In the meantime, it suddenly became popular in an unexpected place.
16:29One or two days a month was for domestic use, and the rest was for Korean use.
16:38Yes, in Korea, the company's urethane hair puff became very popular, and most of the products produced were exported to Korea.
16:48What happened all of a sudden?
16:50But why was this puff accepted in Korea, not in Japan?
16:57There was also a problem with the weather in Korea.
17:01It was very cold in Korea at that time, so NBR and rubber puffs were hard.
17:10At that time, synthetic rubber puffs were also popular in Korea, but in Korea, where the temperature is cold, the rubber becomes hard in winter and the skin becomes bad.
17:23The synthetic rubber puff did not become hard even in winter, so it became very popular.
17:31So we exported the material to Korea, and NBR produced it.
17:39When it comes to production, NBR told us how to make the puff from Japan and how to make it in Korea.
17:49When NBR started exporting to Korean manufacturers, there was an even bigger change.
17:55In Korea, the number of domestic users is small, so we export our products.
18:04The population of Korea is less than half of that of Japan.
18:07Therefore, in Korea, it is important not only to market domestically, but also to make a profit through export.
18:16NBR provided the material and technology to Korean manufacturers, and the manufactured rubber puffs were exported to Europe and the United States.
18:25From this moment on, NBR's synthetic rubber puff technology spread all over the world.
18:34After that, NBR also exported to China.
18:37NBR's synthetic rubber puff technology continues to evolve.
18:41NBR continues to expand its technology to various products such as automobiles, tugs, and car washers.
18:49And now, NBR specializes in cosmetics, and NBR's synthetic rubber puff technology is also used for familiar items.
18:57In addition to the synthetic rubber puff, we also make cloth and mascara.
19:06The tip of the brush used to apply mascara to the eyelashes.
19:09The tip of the lip gloss, and the tip of the lip gloss chip are also used by NBR.
19:24In Isehan, a cosmetics manufacturer that has been using NBR's products for about 50 years,
19:30NBR's lip gloss is more sensitive than the skin, so it's designed to be as gentle as possible.
19:41NBR's lip gloss is designed to be as gentle as possible.
19:48NBR's lip gloss is designed to be as gentle as possible.
19:55Currently, NBR's lip gloss is 90% made in Japan.
20:02NBR's lip gloss is 90% made in Japan.
20:07NBR's lip gloss is 90% made in Japan.
20:16The idea that was born from a small factory will eventually grow into a loved product all over the world.
20:22The result of the hard work of the company that has been patient.
20:28Where will the next challenge go?
20:31We have high expectations for the future.
20:34Ms. Masuda, you are also responsible for lip gloss and mascara.
20:39I'm really taking care of my whole face.
20:42It's interesting that you're taking care of your whole face.
20:44That's right.
20:45That's a 90% share.
20:47That's surprising.
20:48That's amazing.
20:49In Japan, it was quite hard to accept, but it became a big hit in South Korea.
20:55What was the situation like in Japan?
21:0210 years ago, high-end products became a hit in Japan.
21:09Also, low-cost products became a hit in Japan.
21:17Overall, we were able to receive a lot of orders.
21:22It was 10 years ago.
21:24It was 1972.
21:30I was 2 years old.
21:32What did you do to support the company during such a long period of time?
21:41We processed food in various products.
21:45For example, we used it for the interior of household appliances.
21:51Also, most of the domestic manufacturers adopted it as a heat-resistant cover for blowers.
21:58We were able to process food in a way that we couldn't have done otherwise.
22:03That's interesting.
22:05We're using a lot of food technology in places we don't know.
22:08It may continue to grow in various places.
22:10I think it will continue to grow.
22:12Mr. Kondo, please tell us about your future goals.
22:15In the future, I want to take advantage of the benefits and functions of food technology.
22:23I would like to introduce food technology to various businesses.
22:29So, if you can process food, you can bring it to the bakery, right?
22:33That's right.
22:35We're using a variety of puffs.
22:40This is a cup.
22:42Mr. Matsuda, you have this, right?
22:45Yes, I do.
22:49I've never seen a cup like this before.
22:52Is this rare?
22:54That's right.
22:55There are only a few places that sell it.
22:58I see.
22:59Mr. Iyashima, please tell us about today's lesson.
23:04Today's lesson is...
23:07Continuity is power!
23:09Continuity is power!
23:11It's really obvious, but I don't think it's easy.
23:15I've been doing this for 20 years.
23:19If you get to know it, you'll be able to do it naturally.
23:24It's the first time I've had such ease in this show.
23:30We've been doing this for a long time.
23:33We've built up a lot of experience and trust.
23:40I'm sure we'll see a lot of amazing things in the future.
23:47I'm looking forward to it, so I hope you'll do your best.
23:50Thank you very much for today.
23:52Thank you very much.
23:56Last month, we held an annual company meeting.
24:03This is the 11th time.
24:0579 companies and 126 people have appeared on the show so far.
24:12At the venue, the company's reputation, which has developed further after the broadcast, has been greatly enlivened.
24:20We look forward to new connections between companies.