ふるさとの未来 2024年8月21日 ブラックサンダーで「豊橋」を盛り上げる！
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TVTranscript
00:00The future of our hometown is in the hands of those who are working hard to find a company in the process of growing up in their hometowns all over the country.
00:30Let's get started. I wonder how far we can go.
00:37You don't have to turn around and around.
00:41My everything.
00:54Good evening. The future of FUZUKATO has begun again tonight.
00:57Tonight's program is brought to you by Nipponbashi Kabuto 1.
01:02Tonight's guest is Tatsunobu Kawai, the CEO of Yuraku Seika Co., Ltd.
01:08Welcome, Mr. Kawai.
01:15I've already left my proud scarf behind.
01:18Yes, we need to make it in time for the funeral.
01:21Yuraku Seika aims to be the most exciting casino in Japan.
01:26There are various strategies to excite users.
01:29Please take a look.
01:32Yuraku Seika sells 1.54 billion yen at Black Thunder for 35 yen.
01:39There was a strategy to excite the buyers to start a big sale.
01:46I joined Yuraku Seika in 2010.
01:50I was surprised by many things when I joined the company.
01:54Among them, I was surprised that the sales during Valentine's Day were not the highest.
02:03I asked the company, isn't it because it's chocolate that it sells the most during Valentine's Day?
02:09They said, no, it's the same for chocolate shops in the city.
02:13They said, we sell it at supermarkets and convenience stores, so it doesn't sell on Valentine's Day.
02:19I thought it was true.
02:22I thought I should do something.
02:25Valentine's Day is a must for companies that make chocolate sweets.
02:32Yuraku Seika didn't sell anything related to Valentine's Day at the time.
02:38When I said I would do something on Valentine's Day using Black Thunder,
02:43I thought it was not true.
02:46I thought it would be a lie if I said it was true.
02:51I thought it was just a lie.
02:54I thought it would be more interesting to sing the truth to Black Thunder.
03:02I thought it would be more interesting to sing the truth to Black Thunder.
03:10He started the chocolate strategy with such a thought.
03:16What did he do?
03:19There was an area in Shinjuku that could be used for promotion.
03:23He said, let's put an automatic vending machine there.
03:26If you register your name or address on the web, you can get a QR code.
03:29If you hold it, you can get a free chocolate base.
03:33It was such a campaign.
03:35The chocolate base is in a can.
03:38I put three Black Thunders, a chocolate seal, and a recipe for chocolate.
03:43It was a free campaign.
03:46I put a copy of the chocolate in it.
03:50It was a one-week event.
03:52If I run out of 1000 pieces, I can't line them up, so I open them.
03:56Someone took a picture of a catch copy that no one lined up.
04:01When I posted it, it was spread out.
04:04It became a hot topic at once.
04:10After that, he opened a chocolate shop in Tokyo Station for a limited time.
04:16He also changed the package for a limited time.
04:21It was a success that started a chocolate strategy that can be seen at a glance.
04:27However, the way of thinking of the world has changed every year for Valentine's Day.
04:33When it comes to chocolate, I established Black Thunder's position.
04:36Every year, I've been trying to spread the chocolate culture and enjoy it.
04:44Every year, the wind against chocolate is getting stronger.
04:50I felt that chocolate was a negative thing in the world.
05:01It was also a hot topic in the world.
05:04I thought it would be wrong to say any more.
05:08I decided to deliver what we can provide to our customers.
05:14The Valentine's Day event was held in 2021.
05:19It's also possible, Valentine's Day.
05:21President Kawai said, it's also possible, Valentine's Day.
05:25What did you do at this event?
05:29First of all, the products I sold at the event were a black thunder with a box.
05:36On Valentine's Day, chocolates should be in a box or a desk.
05:43I put chocolate in the box and let customers experience the feeling that chocolate is in the box.
05:51In addition, I invited a man and a woman to practice confessing.
05:57You can practice confessing by giving chocolate.
06:01On the other hand, you can practice confessing by receiving chocolate.
06:05I sold such a mannequin.
06:07I also sold a black thunder with a special ribbon.
06:12It's like, you can give it to me as a gift.
06:15It's like, you can give it to me as a gift.
06:17I sold such a product.
06:21On February 14th, it's Valentine's Day.
06:25On February 14th, it's Niboshi Day.
06:27I thought it would be nice to have a spotlight on Niboshi.
06:32I also sold Niboshi.
06:35Does it have anything to do with black thunder?
06:37It doesn't matter.
06:38It's a concept that everyone can enjoy on February 14th.
06:42On Valentine's Day, Niboshi is pitiful.
06:47I think everyone thought it was Niboshi's day.
06:50Niboshi.
06:52In addition, there is a black thunder muffler filled with cotton, not chocolate.
06:59I also sold a color black thunder that delivers the air of a manufacturing factory.
07:05I also sold a head mount loop that can gracefully observe black thunder.
07:11I also sold a head mount loop that can gracefully observe black thunder.
07:19I asked the person who purchased such a product to talk remotely.
07:24I bought a few, but the main one is a lower box.
07:30I vaguely thought that I wanted a shelf to organize my room.
07:37Originally, there was a concept, and it was interesting, so I got on it.
07:45In addition to tobacco, I bought a bag of sweets with air in it.
07:50I also bought Niboshi.
07:52I thought it was interesting.
07:54Even now, I have a lot of interesting projects.
07:59I think the fans are standing out on social media.
08:04I'm looking forward to a fun and delicious project that will make the fans even more excited.
08:12Of course, we sell sweets.
08:15Not only sweets, but we want to excite the world with communication centered on sweets.
08:23I want to be excited together.
08:26In that sense, I wanted to convey at the event that we should enjoy Valentine's Day with our customers.
08:37That's why I sold a lot of useless things.
08:43The results of the Yuraku campaign, which excited the users of Valentine's Day.
08:49As a result, the sales of the highest price in the past in 2023 grew to 1.54 billion yen.
09:00It may be a point for the company to grow by being serious about making fun of the sweets maker.
09:08The results are good.
09:11To be honest, I thought it would sell well.
09:16I think it sold well in a few hours after it was sold.
09:21Didn't you say,
09:25Didn't you raise your voice?
09:27I didn't raise my voice.
09:29Actually, I'm the one who stops it.
09:31I see.
09:33In general, the president should stop it.
09:36I keep saying,
09:38I don't think there's anyone who can stop it.
09:41Is it a communication tool that can't be without SNS now to grow the company?
09:49That's right.
09:51It's also for growing the company.
09:53I think it's very important for our sweets.
09:56By making it a topic on SNS,
09:59I think we can create a moment to remember in our daily lives.
10:04It's hard to have a chance to remember only the moment you buy or eat sweets.
10:10With SNS, you can see it in other scenes.
10:14Then, when you go to the store,
10:16What should I buy?
10:17Speaking of which, let's buy Black Thunder, which was a hot topic.
10:20I think it's a very important tool.
10:23By the way, what are you going to do on Valentine's Day next year?
10:27I'm planning a lot of things, but I can't tell you now.
10:32Oh, I see.
10:34I'm looking forward to it.
10:35Then it's different.
10:36I'd like you to come to the next Valentine's Day.
10:38Oh, I see.
10:41After this, we'll move on to President Kawai's thoughts on his hometown.
10:46Next, we'll move on to President Kawai's hometown, Toyohashi City, Aichi Prefecture.
10:52Please take a look at this.
10:56President Kawai's hometown, Toyohashi City, Aichi Prefecture.
11:01Yuraku Seika was doing something for this town.
11:06Our main factory is in Toyohashi City, Aichi Prefecture.
11:10We are the founders of Yuraku Seika.
11:12It's where my grandfather was born.
11:15It's also where I was born and raised.
11:17Speaking of Black Thunder's hometown, it's Toyohashi.
11:20Speaking of Black Thunder's hometown, it's Toyohashi.
11:22I have a very strong desire.
11:24So, I really want to use Black Thunder to liven up the town of Toyohashi.
11:33I've been collaborating with Black Thunder to liven up this area.
11:41He wants to liven up his hometown.
11:44With that in mind, he teamed up with a store in Toyohashi City to develop a collaboration product.
11:52One of those stores is a Japanese-style confectionery store that opened in 2018, Mikawa Bontra.
12:00Here, they sell their collaboration product, Black Thunder Pirene.
12:06The outside is fluffy and the inside is filled with cream and Black Thunder.
12:12It's a crispy confectionery.
12:14It looks delicious.
12:15I think many people in Toyohashi know about Pirene.
12:21But we want people outside the prefecture to know about it.
12:25Black Thunder is a famous confectionery.
12:28So, we started this collaboration so that many people can see it.
12:33The inside of the fluffy cake, Pirene, is filled with crispy Black Thunder.
12:40The texture is fun.
12:42That's why this confectionery is so popular.
12:45I hope people outside the prefecture can know about the town of Toyohashi.
12:55There are other stores that collaborate with Black Thunder.
12:59One of those stores is a Japanese-style confectionery store that opened in 1950, Okamedo.
13:05Here, they sell their collaboration product, Black Thunder Anmaki, which has sold 1,000,000 pieces in a year and a half.
13:14As a souvenir of Toyohashi, the confectionery was very weak.
13:18There were many confectioneries from other prefectures.
13:22I consulted with the president of the confectionery company, Kawai, to make a product that could excite people in Toyohashi.
13:28That's how Black Thunder Anmaki was born.
13:32Although it's a Japanese-style confectionery, it doesn't have a crispy texture.
13:37I think it's the best Japanese-style confectionery so far.
13:41It's our main souvenir.
13:44So, it's a home-like product that shows the softness of the confectionery.
13:49Confectionery is generally popular with women and the elderly.
13:53But Black Thunder Anmaki is popular with young men.
13:59I've heard from many people that they haven't been to many confectionery stores.
14:06I think it's a good trend to have a lot of collaboration products to excite people in Toyohashi.
14:16Black Thunder Anmaki's collaboration products are not just confectionery.
14:22In the Asian Dining Tokara, which has six stores in Toyohashi,
14:28they sell Black Thunder Nan, which has a crispy texture even when baked.
14:35It's so popular that it sells more than 5 million copies in a month.
14:39In addition to these three stores, there are many other collaboration stores in Toyohashi.
14:45There are 19 stores in total.
14:48With the success of Black Thunder Anmaki, each store was excited about Toyohashi.
14:54Black Thunder Anmaki's collaboration products are to excite people in this area.
14:59We're going to observe it, but we're going to do it without royalties.
15:07In addition to collaborating with a store in Toyohashi,
15:12Yuraku Seika also did this to liven up the city.
15:17There's a roadside train in Toyohashi.
15:19We've been wrapping this roadside train for about 10 years.
15:24Recently, we installed a Black Thunder Manhole.
15:28It's a spot where you can shoot both the manhole and the roadside train at the same time.
15:35It's a place where people know each other.
15:37If we can find it and shoot it, I'm sure it'll be good.
15:41Yuraku Seika, which also collaborated with the roadside train Manhole.
15:45What's the reason for doing that?
15:48Yuraku Seika is a company that has been in business for 70 years.
15:53I'd like to keep this company going for 100 or 200 years.
15:58In Japan, there are many companies that last more than 100 or 200 years.
16:03There are many companies that are closely related to the local area.
16:07There are many companies that have been supported by the local area for a long time.
16:15I think we have to aim for that kind of shape.
16:19On the other hand, there are good times and bad times.
16:25I think the people who support me at that time are the locals.
16:30I can't ask them to support me when I'm in trouble.
16:35But we always support and support Toyohashi.
16:39On the other hand, I can feel that the people of Toyohashi support me and love Black Thunder Manhole.
16:48I hope we can continue to support each other.
16:56Companies make their hometowns exciting.
16:59And their hometowns support companies.
17:02Such a relationship may be the secret to becoming a 100-year-old company.
17:08Maybe it's just like the narration.
17:11At first, I was selling a package with the name of Toyohashi City.
17:22At that time, I didn't get permission from anyone to sell it.
17:27But I was recognized by everyone.
17:30I didn't have to be told anything.
17:33I've always wanted to give souvenirs to people living in Toyohashi.
17:42I had such a desire.
17:45That's why I started a company called Toyohashi to give souvenirs to people living in Toyohashi.
17:54After this, we will taste the collaboration product.
17:57It's very crispy.
17:59It's interesting.
18:02We have prepared a collaboration product.
18:05We have prepared Black Thunder Manhole, which was introduced in the VTR.
18:10Did you make it yourself?
18:12Yes.
18:13It has a sweet scent.
18:16Let's eat.
18:20It's delicious.
18:21It's crispy.
18:23The outside is chewy.
18:26But when you bite into it, the biscuit is interesting.
18:32I see.
18:37I thought it was red bean paste.
18:41But it's very crispy.
18:43That's not fair.
18:45I want to buy it as a souvenir and give it to my friends.
18:48By all means.
18:49Black Thunder Manhole is easy to melt in the summer because it is chocolate.
19:00However, it is easy to bring it back in the spring, summer, autumn, and winter.
19:06Everyone likes this taste.
19:09Yes, everyone likes it.
19:10What kind of company do you want to grow Yuurakuseika into?
19:16First of all, we aim to be the most exciting casino in Japan.
19:22I want people all over the world to be happy.
19:28I want to be a casino that excites people all over the world.
19:34I'm sure it's going to be a big hit.
19:39That's right.
19:41Thank you very much for two weeks.
19:47This program is brought to you by HURUSATO in all over Japan.
19:50We are looking for information about companies that are growing.
19:53If you are challenging a new business or are about to start something new, please visit the program's website.
20:16Thank you for your hard work.
20:39Thank you for your hard work.
20:41Thank you for your hard work.
20:44The latest episode is available for free on TVer.
20:46Please watch it.