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Disrupting Japan

Disrupting Japan

Auteur(s): Tim Romero
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 Disrupting Japan gives you candid, in-depth insights from the startup founders, VCs, and leaders who are reshaping Japan.Tim Romero Essais et carnets de voyage Gestion et leadership Politique Sciences sociales Économie
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  • Corporate venturing as a path to innovation in Japan

    Corporate venturing as a path to innovation in Japan
    Mar 2 2026
    You might think that large Japanese companies have trouble innovating. Unfortunately if you believe that, you would be correct. Recently, however, there are a few reasons for hope. The first step to recovery is admitting you have a problem, and Japan Inc. now largely understands that their traditional R&D methods are broken, and are looking to startups for help and inspiration. Corporate venturing (spinning out internal projects as startups) is one such approach. But it's not an easy one. Today we sit down with Kenji Tateiwa and discuss the rewards and challenges of spinning Agile Energy X out of TEPCO. We talk about why it's hard to bring renewable energy onto the grid, how to nurture a startup inside very conservative organizations, and the future of corporate venturing in Japan. It's a great conversation, and I think you'll enjoy it. Show Notes Why it's hard to get more renewable energy onto the grid Introduction to demand response and demand management How to nurture a startup inside a conservative enterprise and how to spin out The financial challenges in the core business model The competitive landscape in energy services Why its hard to raise funds as a corporate spin-out Staffing challenges in corporate venturing Maintaining strategic independence from the parent company Can corporate venturing drive innovation back to the parent Links from the Founder Everything you ever wanted to know about Agile Energy X Japanese homepage Connect with Kenji on LinkedIn Yuri Group's paper on using Bitcoin Mining to support renewable energy Info in Japanese Kenji's article on how Stanford creates an innovative mindset Denki Shimbun's series on bitcoin mining Leave a comment Transcript Welcome to Disrupting Japan, Straight Talk from Japan's most innovative founders and VCs. I'm Tim Romero and thanks for joining me. Who says, large enterprises can't innovate?! Well, most people actually, and overall they're right. The larger an organization becomes, the more barriers to innovation it puts in place. It's almost a form of self-defense for the enterprise. Well, today we sit down with Kenji Tateiwa of Agile Energy X, and we explore corporate venturing in Japan. Kenji was a decades long employee of TEPCO, Japan's largest energy utility. And also my old employer. Kenji had an idea that he developed into a small internal project, but one that was simply not practical to run inside of TEPCO. So, he convinced leadership to give him the seed funding to spin it out into a new startup. But there have been some bumps in the road, both the things that all founders face, like customer acquisition and also challenges unique to corporate venturing, like transitioning from a subsidiary to a true startup. Kenji and I dive into the challenges of maintaining independence from the mothership and the mixed incentives of corporate ventures, how he convinced conservative management to take a chance on his startup idea. And why, despite all the challenges, this kind of corporate venturing is going to prove absolutely essential to innovation in Japan. But, you know, Kenji tells that story much better than I can. So, let's get right to the interview. Interview Tim: So, I'm sitting here with Kenji Tateiwa of Agile Energy X, who's helping get more renewable energy onto Japan's grid via Bitcoin mining. So, thanks for joining me. Kenji: Yeah, you're welcome, Tim. My pleasure. Tim: Now I gave a really brief introduction to what you do, but I think you can explain it much better than I can. So, what is Agile Energy X doing, and what's the problem you're trying to solve? Kenji: Yes, founded Agile Energy X as an inhouse startup within TEPCO with a mission to introduce as much renewable energy in Japan as possible using a flexible demand, including Bitcoin mining. Tim: So, how does having flexible demand help get renewables onto the grid? Kenji: So, the issue with renewable energy, and I mean variable renewable energy, like solar power and wind power cannot control how much power you supply from these energy sources. Tim: When the wind's blowing, the sun's shining, you got a lot of electricity. And when it's not, you don't. Kenji: That's right. And the issue of electricity is you always have to match the demand with the supply or else the grid frequency will fluctuate, and in a severe case, it will lead to a blackout. And the issue of balancing the grid, it's very challenging for the utilities. So, if there's not much demand to soak up the power generated by these variable renewable energy you have to shut down the renewable energy resources, which leads to curtailment or a wasted energy. Tim: Unlike you and me, most of our listeners have not worked for years in the energy industry, but the process of grid balancing is just fascinating. And I think people don't appreciate what a wonder of engineering it is. Basically, every electron you push onto the grid anywhere has to be taken off somewhere else in real time. It's moving almost to the speed of ...
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    35 min
  • How to sell vegan foods to meat lovers

    How to sell vegan foods to meat lovers
    Feb 2 2026
    It's tough to be a vegetarian in a world full of carnivores. It's even tougher to be a startup selling a vegan egg-substitute into a world full of carnivore-dominated market, but that's exactly what Umami United is doing. Umami United founder Hiro Yamazaki explains that the real diver for vegan-food adoption is not ethics or sustainability, but simple economics. The startup's market traction seems to show that he and the team are on the right track. We talk about the importance of keeping an open mind about product-market fit, Japan's unusual dietary habits and how to go global on a limited budget. It's a great conversation, and I think you'll enjoy it. Show Notes Why are there so few vegetarians in Japan Overcoming the "vegetarian" stigma Why Japan has the world's 2nd highest per-capita egg consumption (really!) The different go-to-market strategies for Japan and overseas Why industrial kitchens want to move away from natural eggs The challenges in restaurant and home use Umami’s global expansion plans Why so many alternative food startups fail, and why Umami is different Why Japan is a perfect food tech market The future of food tech in Japan Links from the Founder Everything you ever wanted to know about Umami United Japanese homepage Umami United blog Check out Hiro's blog Connect with him on LinkedIn Friend him on Facebook Follow him on Twitter @Japanveggie Leave a comment Transcript Welcome to Disrupting Japan, Straight Talk from Japan's most innovative founders and VCs. I'm Tim Romero and thanks for joining me. Eggs! We are going to talk about eggs and about things that are almost eggs. You know, in researching this episode, I learned far more about the egg industry than, well, more than I thought there was to know about the egg industry. It's complex, surprisingly global and fiercely competitive. Today we sit down with Hiro Yamazaki, the founder and CEO of Umami United, who's making a vegetarian egg substitute that is finding product market fit in overseas markets rather than in Japan. And for reasons that have surprisingly little to do with vegetarianism. Now Hiro and I talk about how to find product market fit when your initial strategy doesn't work out. Like you expect the best strategy for aggressively going global on a limited budget. And why the Japanese eat a hell of a lot more eggs than you probably think they do. I mean, seriously, this country eats so many eggs! It just blows my mind. The data's coming up in the podcast. But you know, Hiro tells that story much better than I can. So, let's get right to the interview. Interview Tim: So, we're sitting here with Hiro Yamazaki of Umami United, who has developed and is now marketing a plant-based egg substitute. So, thanks for sitting down with us. Hiro: Thank you so much for having me. Tim: What you're doing is really interesting. Hiro: Thank you. Tim: So, tell us a bit about the product. What exactly is it you're making? Hiro: Right now we're making a plant-based egg powder product. It's made out of konjaku, it's a root vegetable in Japan. Specifically, we're focusing on the bakery application right now and baked good. There's so many eggs, but yeah, we are replacing the functional ingredient from the egg. Tim: So, as an egg substitute, is it similar in nutritional value to eggs? Is it similar in sort of the cooking functionality of eggs? What exactly is it substituting for? What part of the egg? Hiro: Yeah, right now we're more focusing on the egg functionality, like the coagulation forming, those kind of characteristics. But we started actually more scramble egg, omelets, those kind of in a savory application at the very beginning. But after one or two years, we decided to more focus on baked goods. Tim: Tell me about your customers. You mentioned that you're focusing on bakeries. Is this like commercial bakeries or more of the industrial side that are feeding, like schools and hospitals? What sort of bakeries? Hiro: Yeah. Most of our customers right now are industrial, like baked goods manufacturers making French kernels or donuts, those kind of things. Tim: I noticed on your website you also have direct to consumer products ss well. Is that more for a marketing? Hiro: Right. We started actually from e-commerce channels, but like you said, it's more like the marketing perspective. Tim: Okay. And the main positioning, is it for health benefits or vegetarian vegan lifestyle compliance? What's the main selling point? Hiro: Yeah, there are two big categories. One is the vegan, vegetarian, or allergy free. We call it like dietary restrictions. And then the other one is more supply cost because of the broad flu, avian flu. We're having that in every two or three years. And that's a huge issue in the industry because the cost and the supply is not stable. So, that's why our clients are looking for an ex-substitute, not only because of the vegan allergy reason, but also this supply chain issues. Tim: Yeah, actually I want to get back...
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    Moins d'une minute
  • What everyone gets wrong about branding in Japan

    What everyone gets wrong about branding in Japan
    Jan 5 2026
    Japan market entry is hard. Consumer tastes are different, business culture is different, and market needs can be radically different from those anywhere else. Entering the Japanese market is a challenge for even the strongest and best positioned brands. Today we sit down with Ernie Higa, the man behind two incredibly successful market entries, Dominoes Pizza and Wendys, both of which looked like extreme long-shots at the time. We talk about when to localize and when to stay true to the brand, the importance of repositioning, and how to find startup opportunities in Japan today. It's a great conversation, and I think you'll enjoy it. Show Notes How to determine the kind of startup you can create How to sell to Japanese enterprises even when you are not fluent The importance of focusing on difficult things How Ernie knew that pizza would sell in Japan when all evidence said otherwise How Japanese and US consumers measure quality differently When to localize in Japan and when to stay true to the brand Rethinking pricing and positioning for the Japanese market Why Wendy's could re-enter the Japanese market when others failed Japan's changing approach to shareholder value How Japanese attitudes abotu failure are changing in Japan Links from the Founder Everything you ever wanted to know about Higa Industries Leave a comment Transcript Welcome to Disrupting Japan, Straight Talk from Japan's most innovative founders and VCs. I'm Tim Romero and thanks for joining me. Perhaps the most common question my non-Japanese listeners ask me is, what kind of a startup should I start in Japan? You know, I want to be helpful, but the answer to that question depends not just on market opportunities, but the skills and the temperament of the specific would be founder in question. The right question to ask is really what is the best startup for me personally to start right now? And no one can really know that except for you. But there are some things that remain true and some strategies that remain effective for all people and across decades. Well, today we sit down with Ernie Higa, a man who's kind of a legend among those of us who really study Japan market entry. Ernie brought both Domino's Pizza and Wendy's to Japan. And although both of those ventures seem like extreme long shots at the time, Ernie made them both work and prosper. Ernie and I talk about how to identify entrepreneurial opportunities, how to know what needs to be localized for the Japanese market and what needs to remain true to the brand and what so many people misunderstand about brands and branding in Japan. But, you know, Ernie tells that story much better than I can. So let's get right to the interview. Interview Tim: So, we're sitting here with Ernie Higa, the representative director of First Kitchen and Wendy's Japan, but best known as the man who first brought Domino's Pizza to Japan. So thanks for sitting down with us. Ernie: Well, thank you, Tim, for having me. Tim: I really appreciate this. I wanted to get you on the show for a very long time. So, you founded Domino's back in 1985, but let's step back a bit before then. Many young founders today are looking to Japan, trying to figure out where they fit in, what value they can add. So in your case, why Japan? Ernie: Well, back in those days, Japan was becoming the second largest economy in the world and was really growing fast. So, there was opportunity here. Having said that, as an entrepreneur, the last thing you want to do is do something that large companies were already doing. So, the idea was to pick a niche business where I felt that I had a more of a competitive edge and leverage my understanding of both Japan and the US. And learning about Japan dedicated myself to learn the business here, learn the language, learn the culture, but to find an area where the large companies, say for example, the Mitsubishis of the world, Mitsubishis of the world were not doing, or they were not so adept. Just to give an example the first business I got involved in was in the lumber business in the 1970s, a little bit different than today. There was the US Japan trade wars. The US companies were trying to figure out how to break into the Japanese marketplace. And there's also some geopolitical pressure as well too. And one of the things was in the lumber business the normally large trading firms would import logs from the United States and have it cut in Japanese sawmills for the Japanese housing size and specifications. But the US said, well, we want the value done in US sawmills. So, you might ban the export of logs to Japan. And of course that was great, except that in the US houses are built on what they call two by four construction. And so there are different sizes, different quality requirements, and the Japanese housings sizes were built upon what they call post and beam. And even further, there was a huge prefabricate home building market that was using lumber, and they had even more difficult...
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    48 min
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