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Aura Holdings Co., Ltd.
Vision
To shine an aura with food,
to bring pleasure, to move and delight,
to contribute to society
Mission
To expand the business in both Japan and overseas,
through franchising and setting up central kitchens
Matsuzaki Akira
Born 1962 in Hokkaido
Founder and CEO of Aura Holdings
Past Aspirations
According to his friends from high school, Matsuzaki wanted to become a doctor. But when he didn't get into the college of his choice, he enrolled in a liberal arts college instead. After graduating, he joined a construction company in Yokohama.
Entrepreneurial Spirit
A TV documentary about a ramen shop changed Matsuzaki's life. He went to see the managing director, whose business philosophy inspired Matsuzaki to make a drastic career change at the age of 36. Matsuzaki left his sales job at the construction company and worked at the ramen shop for five years, learning the ropes of the food business.
Tough Decision
In 2002, Matsuzaki set up his own ramen shop in XXX offering Sapporo ramen, a specialty of his hometown. The next two years saw rapid expansion, with over ten outlets in Tokyo, Yokohama, Ehime and Sendai. However, a bitter setback at the age of 42 led him to cease operations. This experience would help push him forward later on.
Four-Year Hiatus and Revival
Four years later, Matsuzaki met a meat wholesaler who inspired Matsuzaki to restart his business. In 2008, he opened Ginya in Hiyoshi, Kanagawa, followed by several outlets all over Japan. Aiming to expand the business overseas, he constantly visits other countries for market observation.
Matsuzaki employs young workers from Southeast Asia. He encourages them to acquire skills and take pride in their work when they return home. The "aura" in his company name and vision represents his lifelong belief that even dark clouds bring crystal-bright rain.
Strategy
Digital Transformation (DT)
Digital Transformation in the Food and Beverage Industry
Swift Response to Changing Environment
Better Customer Experience
Dynamic Team
Journal
Eyeing the world
-2002-
In 2002, when World Cup fever swept the length of Japan, Matsuzaki launched his own ramen shop and established more than ten outlets. The following year, he made monthly business trips to China in order to obtain the best locations and conditions from local trading and real estate companies. After many tough negotiations, he opened over twenty successful outlets in China.
-Global Mood-
Meanwhile, Japan was facing a recession. Customers' concerns and distrust about food safety was widespread due to problems such as mislabeling and residual pesticides in the products of Megmilk Snow Brand, NH Foods and other major companies.
-Overextended-
Matsuzaki felt he should have kept a closer eye on the domestic market. After China, he opened three outlets in the U.S., but sales in Japan had deteriorated. He was handling everything by himself, including accounting and manpower, and it was beyond his capacity.
"I aimed too high."
Matsuzaki closed the company. He learnt a lot from this bitter experience.-Twenty Years Later-
In April 2024, Matsuzaki and staff of Aura Holdings landed in Thailand. They visited noodle shops, both local and Japanese, and compared the tastes.
"I'll open my branch here in the fall," he declared.
Twenty years ago, he worked hard and failed. Would things be different now?
"Just watch. I'm over 60 and I'm still challenging myself."
He smiled at his staff and shook hands with his business partner, closing a deal.
Sapporo Miso Ramen Aura
-At the Heart of Kawasaki-
Established in 1949, the 250-meter-long Ginryugai arcade, its ceiling adorned with beautiful glass panels, has served as a shopping mecca and the face of the Kawasaki area. Matsuzaki is opening a Sapporo Ramen Aura in this well-populated shopping street.
-A Few Days Before the Opening-
On March 1, 2024, Matsuzaki went to check on the construction's progress. He parked the car and walked down the arcade, expecting to find the restaurant ready for its opening in a few days' time. But the interior wasn't ready, because the materials hadn't been delivered in time due to the pandemic. Matsuzaki asked the staff for an explanation and understood the situation.
-Taste Above All-
He rushed to the kitchen and asked the staff for an update.
"Everything is alright," replied a young assistant who was diligently preparing soup in the hot kitchen, surrounded by the din of construction work. Matsuzaki thoughtfully discussed ramen with him for about half an hour.
-Working Together-
Matsuzaki didn't raise his voice, as he assumed that he should learn from and grow with the rest of his company. "A general does not leave others behind or run away." (Shiba Ryotaro, Natsukusano Fu)
He walked out of the restaurant with a broad smile. "Things like these strengthen our bond, don't they?"
Company Overview
History
Established in March 2004
Company name changed from "Matsuzaki Trading Company (Matsuzaki Shoji)" to "Aura Holdings" in 2021
Overview
Annual Sales: 1.3 billion yen
Capital: 99 million yen
Sales Growth Rate: 110%
Business: Food and beverage, services
Ekimae Honcho 4-7
(Yasudaya Takara Building)
Kawasakiku, Kawasakishi, Kanagawa.
Japan
Code:210-0007
+81-044-222-7656
Number of Employees (as of March 2024)
Full-Time Employees: 59
Average Age: 32
Rest Days (Annual): 105 or more
Gender Ratio (Women to Men): 2:3
Part-Time Employees: 160
Ginya Opening Dates
Hiyoshi: October 5, 2008
Totsuka: March 6, 2011
Yamato: February 14, 2013
Isezakicho: September 13, 2013
Miyanomori: March 1, 2017
Higashinaebo: April 23, 2021
Yokohama Palnade: July 29, 2021
Kawasaki Ginryugai: October 4, 2021
Sapporo Ramen Miso Aura Opening Dates
Aura Yokohama Palnade: January 14, 2022
Aura Totsuka: February 9, 2023
Aura Kawasaki Ginryugai: March 5, 2024
Aburasoba BROOKLYN NY Opening Dates
Yokohama Station: February 15, 2022
(C) Aura Holdings Co., Ltd.
2024
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Aura Holdings Co., Ltd.