Sapporo Lion Ltd. President and CEO Hiroyuki Tazawa

2026.01.12

With a history spanning 126 years, we continue to move forward with the smiles of our customers.

Hiroyuki Tazawa, President and CEO of Sapporo Lion Ltd.

■ Profile
Born in Kanagawa Prefecture in February 1971. After graduating from Waseda University, he joined Sapporo Breweries Ltd., where he built his career primarily in the commercial and food service sectors at sales bases across the country. In April 2014, he was seconded to Shinseien Co., Ltd. After serving as General Manager of the Head Office General Affairs Department and Director and Sapporo Branch Manager, he was appointed Representative Director and President in 2021. In 2023, he was appointed Executive Officer and General Manager of the Kinki Region at Sapporo Breweries Ltd. In March 2025, he was appointed Representative Director and President of Sapporo Lion Ltd.

Hiroyuki Tazawa has loved the food and beverage industry for 30 years. Last spring, he was appointed Representative Director and President of Sapporo Lion Ltd. We spoke to Tazawa about his journey to becoming president and his vision for the future of Sapporo Lion.

■ Student life centered around part-time jobs: "Earn money to play"

If I had to sum up my student days in one word, it would be "make money and play." My daily routine was to earn a steady income from part-time jobs and spend the money on fun with friends. My part-time jobs were mostly manual labor, such as interior construction. I worked on-site from 9 PM to 4 AM, then attended classes during the day. Then I returned to the site and worked, repeating the cycle (laughs). In the winter, I also worked as a live-in part-timer at a ski resort. The salary wasn't particularly high, but I enjoyed working hard to earn money and then spending it on fun. At the time, I was in the Faculty of Commerce and taking a seminar on small and medium-sized enterprises, but to be honest, I prioritized my part-time job over my studies. My job search began just after the collapse of the bubble economy, and with fewer hiring opportunities and fewer opportunities to research companies, it was difficult. However, once I started, I found it surprisingly enjoyable, and applied to a wide range of industries, even those I wasn't particularly interested in, such as media and finance.

■Loves the food and beverage industry and became president after 20 years in sales

I ultimately chose Sapporo Beer. I believe this was the result of facing my true love of food and drink head-on. The deliciousness of a beer after a tiring day at work or part-time job is exceptional, and I loved the feeling of the day's fatigue just disappearing. I'm sure many people feel the same way. Sapporo was a brand I had been familiar with since my student days, and the izakaya I frequented while I was a student also carried Sapporo, so I felt a connection. After joining the company, I worked in sales for about 20 years, experiencing five transfers, before being seconded to Shinseien Co., Ltd. At Sapporo Beer Garden in Hokkaido, I experienced firsthand the restaurant business and learned in-depth about the restaurant industry. After two years of sales experience at Sapporo Beer, I was appointed president of Sapporo Lion in March 2025. I strongly believe that I have been able to get to this point thanks to my own love for the restaurant industry and the support of the people I met there. With the proud history of Sapporo Lion entrusted to me upon taking office, I will continue to sincerely meet everyone's expectations.

■Sapporo Lion exists because of our customers' smiles

Sapporo Lion's corporate philosophy is "JOY OF LIVING WITH BEER." With over 120 years of history, we have always seen our customers smile. Nowadays, beer has become a communication tool. Of course, there are also people who don't like beer. That's why what we value most is not only always "serving the tastiest draft beer anywhere," but also creating a place for the "best dining experience" through other drinks, food, and other services. Recently, our staff have been asking customers if they'd like us to take photos with them, and we provide message cards for Mother's Day. We strive to provide value that not only helps customers enjoy the space, but also makes them want to come back.
For example, a father who had his grandfather celebrate his coming of age at Ginza Lion might then bring his child to Ginza Lion for his own coming of age celebration.
We want this to be a place where wonderful memories can be made across generations, and in order to be a Sapporo Lion that will be passed down to future generations, we will continue to evolve with tradition and innovation.

■Message to students

It's not that "it's natural to be able to do it," but rather that "it's natural not to be able to do it." I believe that people are basically "able to do many things." But you won't know if you can do it or not until you try. Even if you can't do it, you can just try your best, so accept yourself and think that way.
And above all, the person who understands you best is yourself. When thinking about the future, some people may give up because they feel they "can't do" something. However, to love yourself, you have to understand yourself, and to understand yourself, you need to love yourself. Please honestly face your good and bad points, understand and accept yourself.

Student Newspaper Online, October 14, 2025, Interview by Sophia University sophomore Zhang Yina