Abstract

This is the first book by Nissin Foods President Tokutaka Ando! Why are Nissin Foods' commercials so addictive? Why has Nissin Foods always remained "unique"? And why must the company take on the challenge of "optimized nutrition"? This new-generation CEO at the center of Nissin's rapid growth shares his thoughts openly on marketing, new ventures, his driving force, and his resolve as the third generation president! Recommended by Masahiro Okafuji, Chairman and CEO of Itochu Corporation, and Kashiwa Sato, Creative Director! Founder Momofuku Ando created the global food culture of instant ramen, and second-generation president Koki Ando grew the company into a global company with the spirit of "Smash Cup Noodles!" Third-generation president Tokutaka Ando is taking Nissin Foods to a new level, seemingly destroying what he has built. Here lies the answer to the "discontinuous growth" that Japanese companies today must strive for. -- Masahiro Okafuji, Chairman and CEO of Itochu Corporation. It has been nearly 20 years since people started talking about the importance of "design management," but there are very few companies in the world that have actually put it into practice. Tokutaka Ando is a rare figure, even in Japan, who seriously places creativity at the heart of management. He doesn't do ordinary things in an ordinary way. But everything is linked to branding. That's why Nissin Foods is so interesting. -- Kashiwa Sato, Creative Director.

Author’s Information

Noritaka Ando: Representative Director and President of Nissin Food Products Co., Ltd. Born in Ikeda City, Osaka Prefecture in 1977. From 2004, he served as bag carrier for his grandfather, Momofuku Ando, the founder of Nissin Food Products, for three years before joining Nissin Food Products. In 2008, he became a director and CMO of Nissin Foods Holdings. In 2015, he became Representative Director and President of Nissin Food Products (current position), and in 2016, he became Representative Director and Vice President and COO of Nissin Foods Holdings (current position). In 2019, he was selected as one of "50 Japanese People Who Move the World" by Nikkei Business. Tomohisa Takei: Assistant Director of the Management Media Unit, Nikkei BP Inc.