Abstract

"I don't know what makes a hit"... so we asked the experts!

Glasses that don't make your eyes smaller, food with a 5-second expiration date, women's clothing that fits a liquor bottle in your pocket...
Who created these popular products, and what was their idea?

We'll get to the bottom of how they work by making full use of keywords such as "kidult," "liquid consumption," "neighborhood," "fandom," and "beautiful."
Let's get inside the minds of hit makers! This book is an extension of the popular long-running series "The Medicine of Hits" in the online edition of the Nikkei Shimbun.

[Contains interviews with experts]
- Muneaki Masuda, Chairman of Culture Convenience Club (CCC)
- Jin Tanaka, Chairman and CEO of JINS HOLDINGS
- Kentaro Oyama , Chairman of Iris Ohyama
- Ken Seto, President of RIZAP Group
- Tetsuo Tsuchiya, Managing Director of Workman

Author’s Information

Editorial committee member of the Nikkei Inc. Joined the Nikkei Inc. in 1989. In charge of department stores, supermarkets, food manufacturers, etc. in the Industry Department and Distribution Economics Department. Prior to his current position, he served as editor-in-chief of Nikkei MJ. His books include "The Complete History of Convenience Stores: The 50-Year Story that Changed Japan's Lifestyle" (Nikkei Business Publications, Inc).