Shinichi Ueda, President and COO (Chief Operating Officer), Nagatanien Holdings Co., Ltd.

Bringing "Japanese Flavors" to the World: A Growth Strategy for Success in a Niche Market

Shinichi Ueda, President and COO (Chief Operating Officer) of Nagatanien Holdings Co., Ltd.

■ Profile
Born in Saitama Prefecture in 1970. After graduating from the University of Tokyo, he joined Booz Allen Hamilton (now PwC Consulting). Subsequently, he served as president of numerous companies, including Disney Store, Krispy Kreme, and TSI Holdings. He joined Nagatanien Holdings in 2024 and assumed his current position in April 2026.

Nagatanien is known for its instant rice porridge and furikake (rice seasoning). While respecting tradition, the company has perfected its drying technology and is expanding overseas with a commitment that sets it apart from other companies. We spoke with President Ueda, who took office in April of this year, about the company's future development and shared his message to students: "The joy of work lies in seizing opportunities that come your way and giving it your all."

During high school, I spent most of my time immersed in rugby. I had very little time to play, and after quitting the club, I ended up leading a rather stoic high school life. So, in college, I tried to do as many different things as possible. I was involved in multiple clubs, which allowed me to greatly broaden my circle of friends and network. Because I didn't confine myself to a specific, narrow group, it has been helpful in my professional life, as I can interact with people from diverse backgrounds, regardless of age or race.
My university studies proved extremely useful in my work at the consulting firm I joined after graduation. At the time, consulting methods that quantified data and refined logic were uncommon, and the concepts of economics, such as game theory, were helpful in organizing things and persuading others. I established a framework for thinking that allowed me to judge things relatively rather than in terms of absolute good or bad, which made subsequent decision-making much easier. I believe that if you all acquire your own criteria for judgment through your school studies, it will be applicable even after you enter the workforce.

■ Seize the opportunity that is right in front of you

My entry into a consulting firm began with an internship during my third year of university. A friend invited me to participate, and I found the process of researching, analyzing, and drawing conclusions on a given topic over the course of a week incredibly interesting. As soon as my internship ended, I decided to join the company full-time. I continued working in consulting and venture development until my thirties, and through a fortunate connection, I was entrusted with the task of restructuring a company, which marked my first step as a business owner. By diligently focusing on the tasks at hand, I received more and more offers, which led me to where I am today at Nagatanien.
Whenever I have an opportunity or chance, I try to seize it. No matter how much you plan your career, things don't always go according to plan.
Instead, I believe in seizing the most interesting opportunity in front of you and giving it your all so you have no regrets. If you do that, you'll find enjoyment in any job, and gaining experience in this way will ultimately be the shortest path to the job you want to do in the future. In my case, I found the work of managing the organization of the companies I was involved with interesting, and I continued doing that for decades.

■ Nagatanien Group's Global Challenges

At the heart of our group is Nagatanien, the company that develops processed foods such as ochazuke (rice with tea), miso soup, and furikake (rice seasoning), which are familiar to many people. This is the origin of our group's founding. Nagatanien's business is primarily supported by a drying technology called "freeze-drying." The advantage of this technology, which removes moisture by freezing, is that it allows for long-term storage without the use of additives. Not only is it good for your health without compromising flavor, but removing moisture also reduces transportation costs and contributes to a lower environmental impact. Product development utilizing this core technology is the pillar of our group.
Furthermore, the acquired cream puff specialty store "Beard Papa" currently operates approximately 500 stores domestically and internationally. In the highly volatile sweets industry, it is a remarkably stable and rare business. In a few years, it is expected that two-thirds of its revenue will come from overseas, indicating that its global expansion is equal to or even greater than its domestic operations.
The reason for its immense success isn't just the delicious taste, but also the style of baking on-site in a small shop. The aroma that fills the air from the freshly baked goods has an irresistible power, and despite the standardized and simple operation, it successfully creates a sense of live performance. We believe this sense of live performance, which is absent in frozen or refrigerated products, is a major factor in its success.
Thus, a key characteristic of our group is that we are actively pursuing global expansion while keeping our processed food business at our core.
While it may have a traditional image, it's a very interesting company that's expanding not only domestically but also internationally. Our goal is to increase the number of global companies originating from Japan.
Going forward, rather than competing on price in crowded fields, we want to compete in niche areas where there is a definite need and where we can be overwhelmingly strong.

■Message

We can't predict what will happen next, and it's impossible to foresee whether our choices will turn out to be good or bad. Our environment isn't always something we can change; it changes on its own. It's important to accept that the environment will change and to be prepared to enjoy whatever situation comes your way. Even if there seems to be risk, try jumping at what intuitively seems the most interesting or what you want to do.
Furthermore, every decision is always the right one. You might sometimes regret not choosing the other option, but I believe that the path you chose is the right one for you.
Life presents countless crossroads, but the choices you make after careful consideration are never wrong. Jump into what seems most interesting, and once you've made your choice, believe it was the right one and don't regret it. Instead of dwelling on the past, look ahead and move forward.

Student Newspaper, April 2026 Issue, Ayatsuki Sakakura, 3rd Year, Tokyo Metropolitan University

Kureha Shinjo (2nd year, International Christian University) / Ayuri Nakatsu (1st year, Dokkyo University) / Ayatsuki Sakakura (3rd year, Tokyo Metropolitan University)