--- title: Memories rather than things! description: "モノより想い出！\nコト消費と言われて久しい。\n消費するという欲求はモノに対してだった。\nモノを買うことを消費といった。コモディティ－（商品）を買うということだ。\nコト消費の始まりはパインとギルモアの書籍『経験経済』（エクスペリエンスエコノミー）マスターカードの『プライスレス』Priceless というキャッチ" --- [![Assentia Holdings](https://blog.assentia-hd.com/hs-fs/hubfs/Assenti_logo.jpg?width=993&height=142&name=Assenti_logo.jpg "Assentia Holdings")](http://assentia-hd.com?hsLang=en-us) Open main menu Close main menu - [CEO Blog](https://blog.assentia-hd.com/ceo-blog) - [国内FC](https://blog.assentia-hd.com/fc) - [海外向けFC](https://fc.assentia-hd.com/brandlist) - [月刊アセンティア](https://blog.assentia-hd.com/now2) - [English - United States](https://blog.assentia-hd.com/en-us/blog/20110731) - [日本語 - 日本](https://blog.assentia-hd.com/ceo-blog/20110731) English - United States [飲食店](https://blog.assentia-hd.com/en-us/blog/tag/e9a3b2e9a39fe5ba97) [ceo blog](https://blog.assentia-hd.com/en-us/blog/tag/ceo-blog) [ceo](https://blog.assentia-hd.com/en-us/blog/tag/ceo) # Memories rather than things! ![Akira Tsuchiya](https://app.hubspot.com/settings/avatar/a388bcd440947d185082b011694402a5) [Akira Tsuchiya](https://blog.assentia-hd.com/en-us/blog/author/akira) [Share this blog post on Twitter](https://twitter.com/intent/tweet?text=I+found+this+interesting+blog+post&url=https://blog.assentia-hd.com/en-us/blog/20110731) [Share this blog post on Facebook](http://www.facebook.com/share.php?u=https://blog.assentia-hd.com/en-us/blog/20110731) [Share this blog post on LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.assentia-hd.com/en-us/blog/20110731) ## Memories rather than things! It has been a long time since the term "koto consumption" was coined. In the past, the desire to consume was for things. Buying things is called consumption. It means to buy commodities. The beginning of my own "koto-consumption" started when I read Pine and Gilmore's book, "Experience Economy". The book was an assigned reading for Prime Link. Economic activity that pays for experiences and experiences will surely come. In the U.S., the next economy after the tertiary industry is the "experience economy. There was a Nissan commercial with the catchphrase, "Memories are better than things. It had a huge impact on me. I heard that Mr Ghosn always makes a final check of Nissan's commercials. This was the moment when the perspective of desire shifted from an emphasis on performance (mono-economy) to an emphasis on the experience (koto-economy) of creating memories by riding in a car. I understood from this commercial that the company's direction had changed drastically. The same is true of MasterCard's catchphrase "Priceless. A family returns to the countryside. For grandparents who see their grandchildren's faces, it is irreplaceable. The joy of doing things. The same goes for the act of buying a ticket for 5,500 yen at Disneyland. The admission ticket is just a piece of paper. Why pay 5,500 yen for a piece of paper? It is probably to pay for the experience of a magical world that will happen in the future (koto consumption). I think it is the same in any industry. What happens when we think of food and beverage from the perspective of the goods economy? The food and beverage industry will be recognized as a mere "product provider. It is simply a job of making a product called food, or a job of transporting a product called food. This is the restaurant industry. What happens if we start from the "koto economy"? It becomes a place of "emotional sharing," which is very different from the mere provision of products. This is the reason why Prime Link's philosophy from its inception has been to create an "emotion-sharing business. I thought the restaurant and service industry had a mission. There are many things in the world. Many things happen to each of us. Sometimes we are happy, sometimes sad. There are families who want to rejoice together because a family member has been accepted to a university, and there are families whose relatives have suffered a tragedy. There is no telling who is visiting the store and in what condition. No matter who comes to the restaurant, no matter what time of day, it is a place where each person can be satisfied. That is the best restaurant and service business. Celebrating birthdays is not the only kind of service, and making a lot of noise is not the essence of the service industry. It is good to be cheerful, but it is meaningless to be noisy. It is about sharing, sharing joys and sorrows. We have all experienced that we feel better when we share with others. Sharing is very important. That is why we have chosen to create a sharing business. What did you share with your clients today? How many did you share? The more you share, the more customers will come back. Understanding and sharing lead to trust. We don't have a company philosophy. How can I create a corporate philosophy? I am often asked this question by founders. There are many companies that have created a philosophy because they fell in love with the idea of "sharing the excitement of business. In short, I believe that philosophy must be the way of life of the founder and president. Otherwise, the president will not be serious about spreading the philosophy, and there is no way it will spread. To create a philosophy, it is better to start from the "thing" rather than from the "object. It is easier to resonate with employees and customers if you understand your company's operations in terms of "things," not "objects," and then create a philosophy that resonates with them. It is my job to work with the presidents of the companies I support to create a philosophy that will last for 100 years. It's fun. I've been thinking recently. When I am on Facebook, even though we haven't seen each other for almost 10 years, we can have a conversation without feeling like we haven't seen each other at all, and the next time we see each other, there is really no sense of discomfort. Even though it's been 10 years. This is also my "sharing. It's sharing time. Whether it's real or virtual, it's still sharing. Facebook has become a place to "share" my present. A place to share and share joys and sorrows. I think that is why more than 700 million people around the world are participating in Facebook. As translations become available in the future, it will become easier to share with the world. Yes, we will be connected with the world. I personally think that Facebook, or rather Zuckerberg, will win the Nobel Peace Prize, depending on how they take this mechanism to the next level. Facebook makes the world peaceful and joyful!　I don't know what Facebook's philosophy is. I don't know what Facebook's philosophy is, but I think peace is a heavy word, but the point is to make it a fun and enjoyable place to be. The same goes for the restaurant and service industry. More and more restaurants and chains with a true philosophy will surely lead to world peace. It should be a pleasant place. A place where all visitors can share various things. A place where people can share more deeply and realistically than on Facebook. That's what I think stores are. Whether directly managed or franchised, what is the reason for expanding a chain of stores? I think there are many different ways to think about it. Sales growth is inexhaustible, and there is no end to how far you can go. After being the best in Japan, we will be the best in the world, after being the best in the world, after being the best in the galaxy, after being the best in the galaxy, we will be the best in the universe. 。。。。 Life does not last. A much more essential purpose. The purpose of a company. It is not only meaningful to exist, but what is the mission of the company? It is important. It will be very important from now on. Assentia Holdings Tsuchiya Assentia HoldingsAkira Tsuchiya   ![Akira Tsuchiya](https://app.hubspot.com/settings/avatar/a388bcd440947d185082b011694402a5) #### Akira Tsuchiya [Follow me on my website](http://assentia-hd.com?hsLang=en-us) [Follow me on Facebook](https://www.facebook.com/atutiya) [Follow me on LinkedIn](https://www.linkedin.com/in/akira-tsuchiya/) [Follow me on Twitter](https://twitter.com/Atutiya) Our background In 1991, we started the business that was not yet found in Japan, or even in the world. That business was to become an agency who provides franchise store-development service. We came up with the idea to persuade companies to join a franchise as their new business; our target was not individuals, but the small and medium-sized enterprises who already established with their businesses. With that as a start, we managed to expand over 30 franchise brands including various restaurant brands i.e. Bakery Restaurant St.Marc(650 uint in Japan, BBQ “Gyu-kaku”(850 unit in Japan), Katsudon “Katsuya”(350 unit in Japan), Sushi delivery “Gin-no Sara”(730 unit in Japan), and from other hospitality business categories i.e. Second-hand automobile dealer “Gulliver”(450 unit in Japan), Second-hand golf club dealer “Golf Partner”(350 unit in Japan), Women’s fitness club “Curves” (2,000 unit in Japan as a master franchisor of the American brand), by selling new businesses to small to medium-sized enterprises in Japan. Number of the stores we successfully opened are over 8000 ! During this time, in 1996, Akira has established a company, Prime Link Co.Ltd., to start a business that we become franchisee ourselves to grow the business. In 2001, Prime Link Co, Ltd., became the very first franchise business company that is listed on the stock market(Nasdaq Japan). In 2006, Akira left Prime Link and started our company, Assentia Holdings, Inc. In 2010, Akira has established Assentia Holdings PTE. Ltd. in Singapore, and started the business to connect Japan and the world. During the last 5 years, our client’s franchise stores have spread in 19 countries（180 unit) in the world. Japanese food business and Japanese-style service are catching a great deal of attention from the world. Our work is spreading out from Asia to Oceania, Middle Eastern, Europe and North, Central and South America. Published a business book "Gain F&B franchise business opportunities in Asia" ## Related Articles [![](https://blog.assentia-hd.com/hubfs/IMG_20230413_122637.jpg)](https://blog.assentia-hd.com/en-us/blog/04132023?hsLang=en-us) [飲食店](https://blog.assentia-hd.com/en-us/blog/tag/e9a3b2e9a39fe5ba97) [ceo](https://blog.assentia-hd.com/en-us/blog/tag/ceo) ### [How to sell things.](https://blog.assentia-hd.com/en-us/blog/04132023?hsLang=en-us) [Akira Tsuchiya](https://blog.assentia-hd.com/en-us/blog/author/akira) [Read More](https://blog.assentia-hd.com/en-us/blog/04132023?hsLang=en-us) [![](https://blog.assentia-hd.com/hubfs/%E3%82%B9%E3%82%AF%E3%83%AA%E3%83%BC%E3%83%B3%E3%82%B7%E3%83%A7%E3%83%83%E3%83%88%202020-12-31%2023.56.36.png)](https://blog.assentia-hd.com/en-us/blog/20180330?hsLang=en-us) [海外フランチャイズ](https://blog.assentia-hd.com/en-us/blog/tag/e6b5b7e5a496e38395e383a9e383b3e38) [飲食店](https://blog.assentia-hd.com/en-us/blog/tag/e9a3b2e9a39fe5ba97) [ceo blog](https://blog.assentia-hd.com/en-us/blog/tag/ceo-blog) [ceo](https://blog.assentia-hd.com/en-us/blog/tag/ceo) ### [How is a brand created?](https://blog.assentia-hd.com/en-us/blog/20180330?hsLang=en-us) [Akira Tsuchiya](https://blog.assentia-hd.com/en-us/blog/author/akira) [Read More](https://blog.assentia-hd.com/en-us/blog/20180330?hsLang=en-us) #### About us - [企業情報](https://www.assentia-hd.com/01_00/) - [会社概要](https://www.assentia-hd.com/01_00/01_01/) - [社長ブログ](https://blog.assentia-hd.com/ceo-blog) #### Services - [フランチャイズビジネス支援](https://fc.assentia-hd.com/ja/home) - [加盟店が主役のフランチャイズ商談会](https://fc.assentia-hd.com/franchise-fair-0) - [明日の本業を考える戦略合宿](https://fc.assentia-hd.com/bp-camp) #### News - [海外支援実績](https://fc.assentia-hd.com/ja/experience) - [フランチャイズブランド](https://blog.assentia-hd.com/fc) - [Assentia Now](https://blog.assentia-hd.com/now) ### メルマガ登録 Follow us on Facebook Follow us on LinkedIn Follow us on Twitter Follow us on Instagram ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Akira Tsuchiya", "url" : "https://blog.assentia-hd.com/en-us/blog/author/akira" }, "dateModified" : "2023-06-03T13:48:04.834Z", "datePublished" : "2023-06-03T13:48:04.000Z", "headline" : "Memories rather than things!", "mainEntityOfPage" : { "@id" : "https://blog.assentia-hd.com/en-us/blog/20110731", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.assentia-hd.com/hubfs/Assenti_logo.jpg" }, "name" : "Assentia Holdings,Inc" } } ```