A warm THINK perfect for this season

The diverse businesses led by Masamichi Toyama's Smiles share a common philosophy.

—“Warming the world”—

The first is "Soup Stock Tokyo," a specialty store for soup, with over 70 locations nationwide. Many have likely found comfort and warmth, both in body and soul, from their soups packed with the pure flavors of their ingredients.

The second is "PASS THE BATON," a "NEW RECYCLE" shop operating under the themes of "REMAKE," "RELIGHT," and "RECYCLE." Unlike conventional recycle shops that sell only high-end or low-cost items, this is a new kind of recycle shop that deals in items discovered through personal taste and objects that convey the personality of their previous owners.

The third is the tie brand "giraffe." The concept behind these ties is to tighten your own neck, like a giraffe reaching for a higher perspective, rather than being choked by someone else. The ties are wonderfully colorful and uplifting.

We will delve into the sweet words of Mr. Toyama, who develops exciting ventures that warm the world, describing his work as being "like love."

It is sure to be a warm THINK, perfect for this season. We invite everyone to attend.




Masamichi TOYAMA
Representative Director and President, Smiles Inc.
With a corporate philosophy of "Expanding life's value," he develops ventures that break free from conventional concepts and industry boundaries, including "Soup Stock Tokyo," "giraffe," and "PASS THE BATON." In 2014, he founded the "Smiles Life Value Expansion Research Institute." He provides consulting for companies and organizations based on interests that resonate personally and can be enjoyed together. Through his real-world experience and imagination, he offers value to the world that has never existed before. His recent publications include "Success is Decided" (Shincho Bunko) and "Business Model for Doing What You Want: The Trajectory of PASS THE BATON" (Kobundo).
http://toyama.smiles.co.jp/