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00:01This place is nice, isn't it?
00:02Yes, it is.
00:03Saiko is close to the sea and the mountains.
00:06This is our new product, Match.
00:10Would you please take care of it?
00:14A new product for Match?
00:16It's too late for Match.
00:18I'm sorry, but...
00:19I don't need Match anymore.
00:23You don't look at it.
00:25The third generation of Match Company has been warned.
00:32I know that Match is going to be outdated.
00:35But...
00:39It's nostalgic.
00:40We have to leave a mark on the Match culture.
00:46Such a strong memory was created by...
00:49This.
00:51Do you know what it is?
00:54It's Match.
00:55Match box.
00:57Actually, it's not Match.
00:59Really?
01:01I see.
01:03Actually, it's not Match.
01:06We sell about 750,000 boxes a year.
01:11The savior of the disappearing Match culture.
01:14The savior of the disappearing Match culture.
01:17What is it?
01:20It was always in Showa's house.
01:24This.
01:25The glass in the box has transformed into a new product.
01:33We have sold about 10,000 of these.
01:38The third generation of Match Company has revived Showa's house.
01:45The third generation of Match Company has done their best.
01:48The third generation of Match Company has revived Showa's house.
01:54First, we came to Kobe City.
01:57Kobe, Shinagata.
01:59Hello.
02:00Hello.
02:01I'm Koyakata from Asahiya Glass.
02:04Awesome.
02:05This is Mr. Yoshikazu Koyakata, the third generation of Match Company.
02:09Koyakata?
02:10When did you start?
02:12Asahiya Glass was founded in Showa 2.
02:15Showa 2.
02:17The glass shop is almost 100 years old.
02:22They mainly replace glass in homes and schools.
02:27What's in the shop?
02:29What's this?
02:31This is called hardboard glass.
02:34What's that?
02:35There are various patterns on the surface.
02:37It's hardboard glass.
02:38It's a glass that protects privacy so that you can't see inside.
02:41I didn't know that.
02:42It's not fashionable.
02:43This hardboard glass was often used in glass windows and entrances.
02:47There was a privacy part, too.
02:49Everyone has seen this.
02:51I've seen it.
02:53When it's winter, close it.
02:55It's cold, so close it.
02:57It's often seen inside.
03:00What's this?
03:04It's called Yozora.
03:07It's often used in various places.
03:11This is called Sakura.
03:16It's fashionable.
03:17Each one has a name.
03:19Yes, all Showa hardboard glasses have a name.
03:23Really?
03:24There are patterns with strange names such as Arabian and Highway.
03:32We have a pattern quiz for you two.
03:35First, Mr. Shimazaki.
03:37What's the name of this pattern?
03:41It looks like a plant.
03:44Sasa?
03:46Sasa glass.
03:48What's the answer?
03:50This is called melon.
03:52It's like a pattern on the surface of a melon.
04:01Next, Mr. Okada.
04:03What's the name of this pattern?
04:06This is called Hanshin Expressway.
04:09This is called Moriguchi Line.
04:12What's the answer?
04:14It's a circle pattern.
04:19It's called Circuit.
04:21That was close.
04:23The car was running.
04:25To make hard glass, we use the roll-out method.
04:31It was developed by Ford in the U.S.
04:36There are several types of glasses with Ford cars.
04:43When was this glass made?
04:45It was made in the early 1940s.
04:50It was a time of economic growth.
04:52You can enjoy looking at these glasses.
04:56They were designed and made freely.
04:58It was a rich era.
05:02There are 70 types of hard glass.
05:06Most of them are available at Asahiya Glass Store.
05:11Mr. Koyakata uses such hard glass.
05:16He remakes the glasses and sells them.
05:23A new life in hard glass.
05:29Yoshikazu worked at a general company after graduating from university.
05:34He wanted to start his own business.
05:39He came back to his hometown.
05:42But...
05:46Yoshikazu, did you come back?
05:48Yes.
05:49I didn't tell you to come back.
05:52I'm sorry to bother you.
06:01It was 2002.
06:03The reconstruction of Hanshin-Awaji earthquake was over.
06:07There was a large-scale manufacturer.
06:10It was a downpour for glass stores in the city.
06:15Glass stores in the city lost their jobs.
06:19My family was also in a bad situation.
06:26I often asked my wife why she quit her job.
06:34She said,
06:36She said,
06:38She said,
06:44She said,
06:48She said,
06:54Yoshikazu soon found out about the situation of his family business.
06:59He had a lot of work to do.
07:06He had a lot of work to do.
07:09He had a lot of work to do.
07:12Suddenly, he met his destiny.
07:18What a nostalgic glass!
07:25There are so many kinds.
07:27I didn't know that.
07:29I didn't know that.
07:34I put them back because I don't want to throw them away.
07:38This is the encounter with a hard glass.
07:42But...
07:44But I'm getting bored with my job.
07:47I don't have anywhere to use it.
07:49Should I just throw it away?
07:51What?
07:53It's a waste, so just leave it.
07:56Well, whatever.
07:58Why would I use it?
08:00Oh, I see.
08:02I want to use it for something later.
08:06At that time, I didn't have any evidence.
08:09But I said,
08:11I'm going to use it for something,
08:13so why don't you just leave it?
08:16I was interested in design.
08:19After that, I started to learn about stained glass.
08:24And I became more and more
08:27fascinated by the beauty of glass.
08:32Glass is beautiful, isn't it?
08:36Yoshikazu became fascinated with the beauty of glass.
08:41He even thought about eating with this glass craft.
08:50There are so many people who do glass craft.
08:53It's hard to compete with them.
08:57It's hard to compete with them.
09:00I have to use this technology
09:03and find something that only I can do.
09:07What is it?
09:09What is the job that only he can do?
09:13One day, he was looking for a new path.
09:16He will find the answer
09:18by talking with his colleagues.
09:21Hello.
09:23Hello.
09:25I'm a glass reformer.
09:28I have memories of stained glass.
09:31It's beautiful, so I don't want to break it.
09:34What kind of glass is it?
09:37It's a hard glass with patterns.
09:41I have it, too.
09:44Each house has its own patterns.
09:49I hope I can make it.
09:53I want to leave a hard glass in my house.
09:56Knowing this demand is the key.
10:03What if I make it into glass?
10:09Here is the question.
10:13How did Yoshikazu use hard glass to create a hit product?
10:19How did Yoshikazu use hard glass to create a hit product?
10:21How did Yoshikazu use hard glass to create a hit product?
10:24It's something that can be used on a daily basis.
10:27It's not a door.
10:29Does it change its shape?
10:31That's a good question.
10:33It changes a little.
10:35How does it change?
10:37Doesn't it fit on a glass table?
10:40It's fashionable.
10:42It's a glass table.
10:44It's a memory, so I miss it every time I see it.
10:48I remember seeing a white one in my house.
10:51I miss it.
10:53What is that?
10:55It's a huge ashtray.
10:57It's a huge ashtray.
10:59It's an ashtray.
11:02It's a hard glass ashtray.
11:04It's a hard glass ashtray.
11:06It's a hard glass ashtray.
11:10How did Yoshikazu use hard glass to create a hit product?
11:14It's...
11:16What is that glass?
11:18Something came out.
11:20It's done.
11:25It's a plate.
11:27It didn't come out.
11:29It's beautiful.
11:32If it's a plate, this pattern will come to life.
11:36Yes, it's a plate made of hard glass.
11:41He used the technique of cutting and bending that he learned in glass craft.
11:46I see.
11:47He made a plate that took advantage of the pattern of hard glass.
11:53Glass makers only use glass to fit in a frame.
11:59They don't heat the glass and bend it.
12:04That's true.
12:06On the other hand, glass makers didn't use Japanese hard glass.
12:14They couldn't catch up.
12:16They couldn't catch up.
12:18But I can do both.
12:22Both techniques were naturally combined.
12:30It's popular.
12:32It's popular.
12:33Isn't it very light?
12:35Many people were surprised at first.
12:41How is it?
12:42It's light.
12:44Everyone is surprised.
12:46It's good.
12:48It reminds me of my home.
12:51I feel like crying.
12:54It's nostalgic.
12:55Grandma.
12:56Grandma?
12:57Thank you, grandma.
12:59The reason why I fell in love with this is because it was used in glass crafts.
13:04If it's not light, it's hard to bend.
13:10Compared to a normal plate, there is a big difference.
13:15It looks beautiful, unique, and easy to use.
13:19It's a 3-second plate.
13:22But...
13:24Did it sell quickly?
13:26I don't know.
13:28It didn't sell for more than 10 years.
13:31It didn't sell for more than 10 years.
13:33But it started to sell.
13:37The first thing he made in 2004 was sold out soon.
13:41Is that so?
13:42It became a hot topic on social media.
13:46It became a big hit with 2,000 orders a month.
13:50Isn't it too big?
13:52Weren't you surprised that 2,000 orders came in at once?
13:55I was happy.
13:58I was afraid that more and more money would come in.
14:05I was surprised.
14:08He also made a lampshade that combines different patterns.
14:14This is also popular.
14:17Orders are flooding in from all over the country from this small glass shop.
14:24Here's a quiz for Mr. Okada.
14:26Mr. Yoshikazu has a problem.
14:30What is it?
14:33Of course, more and more money will come in.
14:36I'm worried about taxes.
14:38Taxes.
14:40The answer is...
14:42This type of glass is not made anymore.
14:51That's right.
14:52This type of glass is not made anymore.
14:58So my father ran out of stock.
15:03When I was worried, I got a call from a glass shop in Tokyo.
15:08I went to Tokyo by myself.
15:11I went to Tokyo by myself.
15:15I went to Tokyo by myself.
15:19Mr. Koyakata gave a new life to Mr. Shoai, who had just been abandoned.
15:26Recently...
15:28I went to Ishikawa Prefecture and bought a glass.
15:32I made a lampshade and sold it.
15:38I will continue to support Mr. Shoai.
15:44The third generation of Mr. Shoai is back.
15:51Next is the mayor of the western part of Hyogo prefecture.
15:57Hello.
15:58Hello.
15:59I'm Sagayama.
16:03This is Mr. Moshimane.
16:05This is Mr. Masakami.
16:08He is fashionable.
16:09This company was founded in 1995.
16:14This company produces matcha.
16:19This company has been making matcha for almost 100 years.
16:25In fact, about 80% of matcha is made in Hyogo prefecture.
16:30This is a traditional industry in Hyogo prefecture.
16:34This is a sample book.
16:38There are various types of matcha.
16:40In the old days, matcha was sold to customers.
16:49This is a book matcha.
16:52This is a good book matcha.
16:57There was also a short matcha.
17:01Isn't it scary to put this on?
17:03It's scary.
17:05This is a short matcha, but it is said to be expensive.
17:11This is a short matcha, but it is said to be expensive.
17:16How much did you sell in matcha?
17:19When I returned to Kobe matcha, I sold about 1 billion yen.
17:26At that time, matcha was about 1 in 40 to 1 in 50.
17:34Does that mean that matcha is no longer shipped?
17:37Now, we don't make matcha sticks.
17:41We buy matcha from the same company and put it in a box.
17:45Does that mean that matcha is no longer made here?
17:47We don't make matcha sticks.
17:50Although it is called Kobe matcha, it is said that it is no longer made in the same company.
17:56Then, what is made in this large factory?
18:03Now, we are making this.
18:07We produce 6 million sticks a year.
18:11This is a savior.
18:17After graduating from university, he worked at a foreign film company.
18:23However, when he was 31 years old, he joined a company because he wanted to pursue a career in management.
18:32However, when he joined the company, his father told him that it was a harsh reality.
18:38He was born in 1999.
18:42Watanabe, can I talk to you for a moment?
18:46What's up?
18:48Now, we are supported by the sales of matcha.
18:53We sell more than 1 billion yen a year.
18:57Matcha doesn't make that much money.
19:01However, in 10 years, we won't be able to eat matcha.
19:07I know that.
19:08That's what I'm going to do.
19:1610 years...
19:19When he told me that, I thought it was too late.
19:23If he had told me that before I joined the company, I might not have come back.
19:28To be honest, I thought so.
19:31The matcha industry in Japan is in its heyday in 1973.
19:37By the time Masafumi joined the company, it had shrunk to 1 in 16.
19:43The appearance of 100-yen lighters and the negative attitude towards smoking increased, and demand decreased.
19:52His father, who was the second generation, was also looking forward to the future.
19:57But the time came earlier than expected.
20:02It's been three years since you joined the company.
20:04What?
20:06All of a sudden?
20:07No.
20:08It's a red mark.
20:10Already?
20:12So suddenly?
20:14It's only been three years.
20:19Three years later, the company fell into a red mark.
20:23In addition, sales dropped to 20% when he joined the company in 2010.
20:29The decline was faster than expected.
20:34I didn't think it was that fast.
20:37In the end, the market was shrinking, and we were doing business.
20:41That's why it was like this.
20:44I focused on creating a new business in a place where the market is growing.
20:56Then he started a pocket tissue business with an advertising function.
21:03In addition, he started a bus wrapping business.
21:07It's completely different.
21:08Does wrapping a bus have anything to do with Match?
21:11It's related to Match.
21:12We were also printing.
21:14Just by changing what we made, the digital processing technology was the same.
21:18Until now, we printed on paper and put it on a large bus sheet.
21:24You put a lot of effort into a lot of things.
21:26That's right.
21:27We made a lot of mistakes.
21:29We went back to the starting point.
21:32What are we doing?
21:34What do we want to do?
21:36What is our strength?
21:43Masafumi decided to return to the starting point.
21:46In 2010, he created a match between Kishi and Kaisei.
21:51This is a new product.
21:56It's a match with a teapot pattern.
22:00A match with a teapot pattern?
22:02It's interesting.
22:03I used a teapot pattern on the head of the match.
22:07It's eco-friendly because it's recycled.
22:10It's a match that doesn't smell like oil.
22:15I see.
22:16Would you like to handle it?
22:21A new match collaborated with Itoen.
22:25Itoen's unique feature is its low price.
22:31However...
22:35It's too late for a match.
22:38There's no need for a match anymore.
22:47I see.
22:50We had a meeting about our thoughts and needs.
22:55I thought it was impossible.
22:57I gave up on conventional matches.
23:01He realized that there was no hope even if he returned to the starting point.
23:10There is no future in matches.
23:14But...
23:16I couldn't make a match.
23:22What should I do to survive?
23:31Even if the day comes when matches disappear from this world...
23:34I have to leave the culture of lighting a match.
23:44I don't want to quit matches.
23:47This is probably my DNA.
23:49Ito.
23:51I don't know if I can end it like this.
23:58In the end...
24:00I don't have to be the star of the match.
24:06I used the technology of matches.
24:09It's like...
24:11It's something new.
24:13It's like...
24:14This is how Masafumi came up with it.
24:18It only looks like a match.
24:20It might be very useful.
24:23Here is the question.
24:27What is the shape of the match that Masafumi came up with?
24:34I got it.
24:35I don't know.
24:36It only looks like a match.
24:38It looks like a cotton swab.
24:41I see.
24:42I don't think so.
24:44I don't think so.
24:46It looks like a cotton swab.
24:48It looks like a cotton swab.
24:50It smells like a match.
24:53It's like a match.
24:55It looks like a match.
24:58Are you sure?
24:59I'm sure.
25:00It looks like a cotton swab.
25:02I'm sure it's a cotton swab.
25:05I don't know if I can succeed.
25:08But...
25:10It's definitely ONLYWINE.
25:19I don't want to lose the culture of lighting a match.
25:23Masafumi is worried about the new product.
25:26He suddenly remembered an old conversation.
25:29What?
25:33I went to the cemetery the other day.
25:35It's a hassle to light a match.
25:38I understand.
25:40It takes a long time to light all the matches.
25:43It's like a match.
25:47Isn't there a match that can be lit just by doing that?
25:51It's amazing.
25:53It's funny, but there's no such thing.
25:55It's a hassle.
25:57It's a dream story.
26:00It would be convenient if there was a match.
26:02That's right.
26:04I wish the match itself would go off.
26:10This is the point.
26:14Then...
26:18How about a match-shaped incense stick?
26:25What?
26:26An incense stick?
26:29That's right.
26:30I got a match-shaped incense stick that changed the axis of the match.
26:35I think it's a cotton swab.
26:39I don't know what it looks like.
26:42Can it sell?
26:44I don't know if it will succeed.
26:46But it's convenient.
26:47But it's definitely the only one.
26:54There's nothing else I can do.
26:56I have to try it.
26:58Try it?
27:00Why did you decide to put it instead of incense?
27:03When I think about the scale of the market,
27:08I think it's better to enjoy the scent on a daily basis.
27:15That's what I had in mind from the beginning.
27:18Then, in 2011,
27:21he talked to the incense maker in Awajishima.
27:29I want to make a match-shaped incense stick.
27:37A match-shaped incense stick?
27:40I want the president of Shimomura to make an incense stick that won't break even if you inhale it.
27:49It's easy to say.
27:51It will break.
27:53In the first place, incense sticks are thin and breakable.
27:59That's right.
28:01A strong incense stick.
28:03If it succeeds, it will be the only one product that Hyogo's traditional industry collaborated on.
28:11That's great.
28:13In fact, incense is also a traditional industry in Hyogo Prefecture.
28:18It was a brilliant idea to combine match and incense, a traditional industry.
28:25It's a perfect match.
28:27It's a perfect match.
28:30In response to this proposal, Shimomura...
28:35It's very difficult.
28:40But in order to survive as a leading company,
28:45we have to make something new.
28:48Let's do it.
28:51Thank you very much.
29:00It's a match!
29:02And so, a matchmaker, a leading company, and a designer teamed up to develop a match-shaped incense stick.
29:12However, it is a product that has never been seen before.
29:17At first...
29:19What do you think?
29:21It's thick.
29:24What do you think?
29:27It's kind of...
29:29It's lame.
29:32If it's thick...
29:35It doesn't look like a match anymore.
29:37You're right.
29:38It doesn't look like a match anymore.
29:40If it's thick, it's no good.
29:42It's hard to find a matchmaker.
29:44It's hard to find a matchmaker.
29:47I want to stick to making it the same shape as a match.
29:51But if it's thinner than this, it will break.
29:57I want to make it thinner like a match.
30:01In the midst of such worries, there is a possible solution.
30:06What is it?
30:08Hey, Mr. Tadayama.
30:10How about this?
30:12On the part of the incense...
30:16Let's make it break.
30:19Here is the question.
30:23What is the method used to prevent the part of the incense from breaking even if it is thin?
30:31Next time, I'm going to do this.
30:34Today, you're in a good mood.
30:35Of course.
30:36What's wrong?
30:37What's wrong?
30:38It's the first time in my life.
30:40I met everyone on a miraculous day.
30:42I know the answer, so please let me go first.
30:45If it doesn't break, you have to put a wire in it.
30:49Well, if that happens, it will cost you.
30:52But again, it's an incense.
30:54Incense is basically a scent.
30:57By applying a liquid part of the incense scent around it, it strengthens the intensity.
31:07Actually, I kneaded what was in the incense.
31:15It's a glass and match that still has the scent of the Showa era.
31:20When I see it, I feel nostalgic and excited.
31:23Do you have any other items from the Showa era?
31:25I have a glass with a flower pattern.
31:29I still have it in my house.
31:32Isn't it nostalgic?
31:34A glass with a flower pattern.
31:36It's a little retro.
31:37What is that? Is it a pansy?
31:39I know. It's yellow.
31:41What kind of flower is it?
31:42It's a yellow flower.
31:43There are a lot of flower patterns in the old days.
31:46It's a magic bottle.
31:48It's a flower pattern outside.
31:50It's a flower pattern in the rice cooker.
31:54If there's something, it's a flower pattern around it.
31:58It's a flower pattern in the rice cooker.
32:00What kind of flower is that?
32:03The ingenuity to prevent the part of the incense from breaking.
32:07That is...
32:09Mr. Sakayama, how about this?
32:12In the part of the incense...
32:15Let's knead the Japanese paper and make it break.
32:19Japanese paper?
32:21Is it Japanese paper?
32:23I have an incense that uses Japanese paper.
32:26Japanese paper has a long fiber, so I think it can break easily.
32:31Japanese paper is durable.
32:33By kneading the long fibers of Japanese paper,
32:36it creates wrinkles in the incense and makes it difficult to break.
32:41It's a burning thing.
32:42In this way, the problem of the axis is cleared.
32:46And the tip of the fire is...
32:50Using the technique of matchmaking inherited by the Kobe match...
32:55It took three and a half years of planning to make it.
33:01I want to make this something that can be used every day like a match.
33:08So, let's name it Hibi.
33:12Hibi?
33:13It's good.
33:14I think it's good.
33:15You have a good sense.
33:16Hibi, this is Shoujin.
33:18In this way, Hibi, a match-type incense with ignition function, was completed.
33:24However, because it is a product that has never been seen before...
33:29Do you smoke a match and smell it?
33:31When you smoke it, it means that there is an ingredient that smells at the tip of your head.
33:36It was a 100% reaction.
33:39The black part is the incense, and the tip of the incense has a match head.
33:44There are a lot of question marks.
33:46On the contrary, the difficulty of understanding became a weapon.
33:52Hibi's incense has 16 types, including lavender and lemongrass.
33:58It's fashionable.
34:00There are so many types.
34:03I'm sorry, I'm irritated.
34:05I'm irritated.
34:06The name of the scent.
34:07It's fashionable.
34:09Is that so?
34:10It's flamboyant.
34:12I'm irritated.
34:15It's been a long time.
34:17I'm excited.
34:18It's been a long time.
34:19Put it on for a while.
34:21Put it on for a while.
34:22Please erase it naturally.
34:25Look.
34:27The scent.
34:30Yes, yes, yes.
34:31It's a good scent.
34:32It's a good scent.
34:33It's a sweet scent.
34:35It's a good scent.
34:37Do you want to smell it?
34:38What is this?
34:39It's ambergris.
34:41It's the blood of a whale.
34:44That's good.
34:46It's very precious if it's in your stomach.
34:48It smells good.
34:50I'm sure it won't break.
34:53It's the opposite.
34:59I can't see it.
35:01I can't see it.
35:03It's been a while.
35:05It's been a while since I smelled it.
35:07It's been a while since I smelled it.
35:08It's here.
35:10It's the scent.
35:11It's the scent.
35:12It's the scent.
35:13It's here.
35:14It's amazing.
35:15What?
35:16It's a good scent.
35:18It's really good.
35:20The scent calms me down.
35:23It's a sweet scent.
35:25Let's take a look at the manufacturing process.
35:31This is the work of kneading the head of the match.
35:37It's the work of making fire.
35:42We color it to enhance the design of the product.
35:49People say it doesn't smell good.
35:52But it actually smells good.
35:54It's just a fire.
35:56The next step is to put the gunpowder on the axis of the gunpowder.
36:00By the way, this machine was introduced in the new model for the first time in half a century thanks to Hibi's hit.
36:06That's great.
36:11What I'm making today is a scent called Byakudan.
36:14It's the name of a flower.
36:16It's a Japanese-style scent.
36:21I see.
36:23It looks like chocolate. It looks delicious.
36:25All you have to do is to let it dry.
36:3175,000 boxes of Hibi are made every year.
36:35They are sold in 700 stores in Japan.
36:38And now, they are sold in 30 countries.
36:44Match culture is spreading from a small town in Hyogo to the world.
36:51I use it at home.
36:53It smells good.
36:55There are many kinds.
36:57I got it as a gift.
36:59That's great.
37:00I can smell it just by sniffing it.
37:02I'm glad you got this.
37:04I think it's safe and safe.
37:11And last year, Hibi opened its first store in Tokyo.
37:17It's a limited-edition service where you can combine your favorite scents.
37:23It's original.
37:26Actually, the hit of Okou made by such a fake matchmaker is now surprising.
37:37I didn't aim for it.
37:39It was unexpected.
37:42What is the new movement of Okou made by Hibi?
37:49I see.
37:54What is the new movement of Okou made by Hibi?
37:59It's Okou that you can enjoy for a short time.
38:03Originally, Okou was a product that you can enjoy for a long time, like 30 minutes.
38:12But we made Okou that you can enjoy for a short time, like 10 minutes.
38:21Then, some people thought that 10 minutes was just right for Okou.
38:30Is this the origin of Okou?
38:32Yes, this is the origin.
38:33Ote-san was born after us.
38:36I see.
38:38It's a perfect match with people who wanted to use Okou before going to bed or taking a break.
38:46Okou, made by a fake matchmaker, made a boom in the industry.
38:51What is the new movement of Okou made by Hibi?
38:53We want to leave the act of making a match in the future as a culture.
38:57We don't want to leave the act of making a match.
39:00We want to leave the act of making a match in the future.
39:03I see.
39:04I think this is the mission of a company that roots the match.
39:11Hibi is gaining popularity.
39:13Did you know about Hibi?
39:15No, I didn't.
39:16I heard from the female staff that Hibi is gaining popularity.
39:21I'm sorry, Mr. Obama.
39:23He's really angry.
39:26According to Mr. Okuchi, a matchmaker, there is another case where the third generation has revived.
39:34This is the case.
39:35There is a company that is making tofu popular in Japan.
39:38Tofu is already popular.
39:41Tofu, which has been popular for a long time.
39:44Mr. Junji Torigoe, the third generation of Sagamiya Foods, made a revolution.
39:51What did you come up with?
39:52Mr. Junji Torigoe created a natural tofu that tastes like fresh cheese.
39:59What does that mean?
40:00You can enjoy it in a single pot just by heating it in the microwave.
40:04I knew it.
40:05I knew it.
40:06It's sundubu, right?
40:07It's sundubu.
40:08I buy this a lot.
40:09Both of you?
40:10Yes.
40:11This is very convenient.
40:12Is it good?
40:13Anyone can eat tofu, right?
40:16Of course.
40:17In other words, there is no target.
40:19I wouldn't say I don't want anyone to eat it.
40:22That's what I mean.
40:24So, what he came up with was a tofu that narrowed down the target.
40:31What Mr. Torigoe created was a big hit in 2012.
40:35It's called Zaku Tofu.
40:38It's from Gundam.
40:40That's right.
40:41Gundam.
40:42You aimed for the pin point.
40:44In this case, the Gundam fan base is 30 to 40 men, right?
40:49That's right.
40:50The moment this came out, there were a lot of Gundam fans.
40:54He sold 1 million copies in two months.
40:56That's amazing.
40:58It's amazing.
41:00So, he narrowed down the target and felt the response.
41:04Next, he created the Beyond Tofu series for women in their 20s and 30s to eat tofu.
41:13Beyond means the other side of tofu.
41:16I see.
41:17That's what it means.
41:18Recently, he made it with tofu.
41:22What?
41:23What is this?
41:24He made a thick orange tofu.
41:28Beyond Tofu
41:41He made sea urchin with tofu.
41:43What?
41:44He made soft tofu with tofu.
41:45What is this?
41:46This is a big hit.
41:49At our age, we shouldn't eat soft tofu and sea urchin.
41:52That's right.
41:53It's good for your health.
41:55That's right.
41:56It's good for your health.
41:57Beyond Tofu
41:58Beyond Tofu evolved from a material to a material.
42:02I see.
42:03This is the Beyond Tofu series.
42:04From a material to a material.
42:06Yes.
42:07The sales are amazing.
42:08What?
42:09The sales of the third generation of Tofu started to increase.
42:11The sales of the third generation of Tofu in 2004 were 3.2 billion yen.
42:14The sales of the third generation of Tofu in 2023 were 4.1 billion yen.
42:18What?
42:19It's 13 times?
42:21That's right.
42:22With tofu?
42:23With tofu?
42:24The sales of the third generation of Tofu increased 13 times in 20 years.
42:27That's great.
42:28That's great.
42:29I'll aim for the third generation of Tofu.
42:31What?
42:32The third generation of Tofu.
42:34I won't give up.
42:36I won't give up.