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Life's Worth of Work！

Akira Tsuchiya
Akira Tsuchiya

Life's Worth of Work！

New Year's Day, 2022

I would like to thank everyone in Japan for all your support over the past two years, I will be in Japan for two years ever since I returned from Singapore to spend New Year's Day in Japan on December 27, 2019.

The covid19 occurred in Wuhan in January 2020, and my plan to go on a business trip to Shanghai at the beginning of 2020 was cancelled by my partner in Shanghai when he informed me that I should not come (not enter the country), which I did not understand what it meant.

During the next two years, we had time in Japan to visit people all over Japan who had helped us for the past 30 years, and each time we visited them, we noticed many things and expanded our business by mixing them with our experiences. Thanks to these experiences, we have been able to start various businesses and establish ourselves as a "Business Design Firm" that can be of service to the people of Japan.

I predicted that covid19 would last 4 to 5 years in 2020, and looking at the EU and other countries, it seems that this is becoming the case.

The corona disaster will turn the economy around. We cannot fight on the same playing field as before to keep doing the opposite. If we continue to do the same things we have been doing, we will be jittery.

We need to change the playing field (adapt to the environment), acquire new weapons (assess the market), earn foreign currency by promoting intellectual property, which the Japanese are not good at, and resume overseas business, which has been in a state of isolation (we receive more than 30 inquiries a month just for inquiries).

In my case, there is no point in going overseas unless the isolation disappears (I will not stay in one country all the time), so I will look for new weapons and respond to them with a new approach.

One of the joys of my job is to be recognized for my existence.

It is like a person who had nothing to his or her name before, but after being exposed to a certain job, he or she is recognized by those around him or her and becomes his or her vocation. Or a person whose work had not been highly valued in the past is now valued due to a change in the environment.

The existence value of the person, the existence value of the business, the existence value of the job, the existence value of the industry, the existence value of the company, and the existence value of the country (Japan).

I would like to make it possible to transmit these values not only within Japan but also to the rest of the world.

We will make everything into intellectual property (knowledge industry). Sell "systems" without selling "products.

This is a business scheme that Japan has lagged behind the rest of the world.

Now it is time!

We want to give existence value to all "things" and "people!　

ex) For example, a restaurant would be like this. ↓↓

https://www.youtube.com/watch?v=jdXbhir7c6c

The positioning of the value of food (stores) has changed. From the short-cut thinking of cheap and expensive, or delicious and tasteless, to the essence of the "food business", not a profession. Defining what is valuable.

It is the touch of the heart, and eating = dwelling in health.

We look forward to working with you again this year!

Akira Tsuchiya, AssentiaHoldings,Inc.
Akira Tsuchiya

Akira Tsuchiya

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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"