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Three way of satisfaction of Japanese Business.


Experience Learning to get the long-term corporate foundation.

A journey to learn the business of Omi Hino Merchant and “The Good Deed Good” | Experience learning was conducted in Hino Town, Shiga prefecture

Recent years, While corporate compliance (compliance) violation became a problem, this movement that is learning again the Omi merchant's management idea known as "Sanjo Yoshi" is getting widespread.

Omi merchant who has produced many entrepreneurs. Mr. Chubei Ito, one of Omi merchants, ITOCHU Corporation, The spirit of the management philosophy of Omi merchants is a hometown "three-way good" had been the foundation of the business. "Three-way good" are "Good Seller", "Good Buyer" In addition to, In the Edo period, Omi merchants to contribute to the economy of the region at that destination, There occurs in that economic activity has been allowed as "Good Social", It can also be said that "the company should do a balanced business with multi-stakeholders" as a source of modern CSR.

In "Omi Hino merchant hall" in Hino Town, Gamo-gun, Shiga prefecture, It introduces the history and commercial law of Omi Hino Merchant for over four hundred years.

In this seminar, Mr. Mitsuta, director of Omi Hino merchant museum, who is researching Omi Hino merchant as a life work, You can the easy-to-understand explanations about the history and culture of Omi Hino merchants.

Although it seems that there are many people who imagine some kind of activity when you say experience learning, Experience learning which is done in Hino Town, Shiga prefecture is learning to experience a difference, history, culture.

I will show you what kind of experiential learning is being done.

In the building where history and culture remain, Knowing the aesthetic sense of Omi Hino Merchant

It takes about 1 hour by bus from JR Maibara station.Among the idyllic countryside continues,

I arrived while watching the modern factory in some places, Omi Hino Merchant "Furusato Kan" Old Yamanaka Masayoshi Residence. This is 2015, It is a building designated as a tangible cultural property of Hino Town, Gamo-gun, Shiga Prefecture, As a place to store and take advantage of the history and culture of the town, It has been familiar to nearby residents and tourists.

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Just now (in the end of February), "Hino Hinamatsuri Journey" was held, Each house is decorating a doll figure in a window "Arashiki window" facing the unique road of this town, entertaining passengers' eyes. Omi Hino Merchant "Furusato Kan" At the former Yamanaka Masayoshi residence, adorable Hina dolls are decorated and the atmosphere is gorgeous. In the hall is an annual festival of Mami Okabotsuku (Umami Owatamuki) Shrine held in May every year, The Hayashi played at the Hino festival sounds, Vibrant sounds and rhythms will inspire the hearts of visitors.

The former Yoshinaka Masayoshi residence was built in the late Edo period and was completely renovated around 1938.

In addition to paintings and furnishings that make you feel the taste of Japanese as well as in the residence, there is also a bathroom with a rare shower in the early Showa era, which shows the interest of the owner's broad culture.

Following the guidance, when we looked at the handle of the bran, there was a black cloisonne with the same color as the pull tab. It is the aesthetic sense of the Omi Hino Merchant that it makes the obvious place simple, and putting money in an obscure place.

Such as the design of the sculptures and the lattice between the column, the more I look at carefully, casual sense of fun can be found everywhere.


Three-way Yoshi ~ seller good, the buyer is good, the public good, even in the Omi merchants, known for the spirit, that is particularly known, are Hachiman merchants and Hino merchant.

For Hachiman merchant who had run large-scale stores in urban areas, Hino merchants are peddling to rural and local, Further increasing the number of branch offices and opened a small shop or in the field, In other words, we adopted a chain store system.

Mr. Masayoshi also started a brewing business in Fujinomiya City, Shizuoka Prefecture, after forming goods with medicine peddling. In addition to liquor and daily necessities, manufactures and sells such as soy sauce and miso, went to increase the one after the other store.

valuable-materials-gathered from-around-country-are-displayed-in-the-hall-shiga-bss-experience-learning

※ Valuable materials gathered from the whole country are displayed in the hall.

Instead of absence tend to her husband in the bachelor, the role of the wife is to educate employees who work in Hontaku of Omi. There is a fourth generation wife in the hall, Many dolls that Sonoko loved were dressed, Sonoko says, "As if you are sorry for the mind, firmly and easily!” Together with the word, it has been told that employees were given a colored paper that drew a picture of Daruma.

"Free farmers" has found a new market for local products


Omi Hino Merchants Museum was built from the home of Yamanaka Troops. It introduces 400 years of Omi Hino merchant's history and commercial law. There is a culture of Hino Omi merchants in the background of agriculture, commerce, industry, and harmonious well-balanced town.

Lecture by Mr. Yoshinori Mitsuda, the director of this training. History was told from the surprising fact that "Omi Hino Merchant is actually a farmer, not a merchant.”

Hino and Yahata are, on the grounds, such as it is under the direct control territory of the Edo shogunate. When it is agricultural off-season, so Hino Farmers think it’s better to sell things as a part-time job, so they decided to sell the lacquerware bowl. The special bowls of Hino were sent to Kanto Region. At that time, rural village of Kanto found difficulty to get good tableware, so they took a Hino bowl because it is durable and suitable for everyday use. Those who discovered new markets built a way to bring wood from the mountain to be the main material of the bowl and pioneered subcontractors in villages both in Japan and abroad to distribute the bowls. At the first time he made many of Hino bowls and went out as a peddler, walking around to sell the bowl, it was the beginning of a merchant life journey.


After that, The medicine ("Azusuri"), which is represented by "Mansebosan Sanko Cancer", became known as a special product of Hino and medicine peddling became popular. Moreover, we are also exporting sake breweries and seasonings. Establishing both small-scale and multi-angle business. "Farmer" remained as fame & history because their role as “Merchant” become more resolute.

The perfect combination between advanced business model and community service.

We sell pharmaceuticals at dealers around Japan. This business model in the past become today's franchise system. He sells product differently base on demand & supply of each area. Not only Omi Hino Merchant did great business expansion but also his selling method has been refined.

He creates the “Business Innovation” such as double entry, Bookkeeping, Gathers all merchants and creates the “Hino Big Duty Fellow” association, management, accounting, networking between vendors, also how to measure the result. He made this thing with his wisdom & spirit it set up the model of today’s joint venture company.


Meanwhile, Omi Hino merchants, has a motto and management philosophy from Ishida Baigan, one of the teacher in Edo period. It is told that just doing good thing but don’t expect anyone to notice, it is the “Virtuous action”. Theoretically, to proceed economizing, we specially prohibit trading in rice market, and also when the economy got worse, we provided jobs in the neighborhood by “giving support" to rebuild and repair the headquarters. With this attitude, it will lead you to public & CSR (Corporate Social Responsibility).

It is true that these commercial morals are supported by excellent ideas, but in the long run trading, many merchants have learned from experience while repeating failures and successes.  In the statements on display inside the hall there are written instructions that mean "Those who have handed the rice quotient will not forgive even if they are born again" but "There must have been someone who failed in the market.” he said.

Although the Omi Hino Merchant who try his best to build a business, but unfortunately once there’s a large fire known as “The Big Fire of Horeki” that cause on lost almost all of the business materials. However, the staff of Omi Hino Merchant Museum including Mr.Tadashi Mitsuda try to research and collect all remain materials in the museum.

Valuable Collections that can be seen at Omi Hino merchant Museum.

10 Basic Factors of “Modesty”

It is Hino Merchant’s Business policy, It has been his motto. Motto that was created hope!

  1. Do community service
  2. Take a good care of your people
  3. Do not aim at getting rich quick
  4. Do not copy
  5. Trade things for small profits and quick returns

Kinjiro Ninomiya autograph of receipt


Donated by Yamanaka Soilder

Conclusion : the “questions” throughout the history that you can bring back home

Management, marketing, CSR etc. are what Omi Hino Merchant had created since Edo period but applicable to the present business and future. I honor the fact that, At the Omi Hono Merchant Museum where lecture was held collect cultural antique such as Materials of drug that believed that it come from China & Southeast Asia, Wine brewed in the country from Meiji period to Taisho Period. In contrast, we participated in the tour in this place, feel the valuable things that have been left in the history. I think we brought back the "question" to itself.

Among day-to-day routine work and information, we tends to forget how we thinking. If we dig deeply somewhere far from everyday life, we might find the new way of doing things.

On the way back from Hino Town where old townscapes are still conserved by local people, what did everyone who participated remember? If you visit the site and interpret the information received in the five senses, you will surely find the answer you want.


Operating organization


We work with Omi Hino Exchange Network  to build the community, exchanging the experience and also provided the basic organizational knowledge.

It is the place where you can get corporate training.

Mr. Fukumoto, Omi Hino Exchange Network General Manager said.

Through this experiential learning, I would like to make a community where urban people and rural areas are connected. We will tell you the story of Omi Hino who is proud to be the person from Hino Town, Shiga Prefecture. Also, we will let you notice about the essence of richness through exchange the opinion with people who living in the area. “What is wealthy?”, “Is being rich really important?”, Omi Hino Merchant's Business Practice, The basic of how to do good things from your heart.

In Omi Hino’s society, we did social contribution so much, but we don’t want to be the person who donate alone, we want to have everyone help each other donated. We don’t want to be stand out. Nowadays, there’re so many selfish people, we want to teach you how to support yourself, support others & support society.

Participation record companies

  • Yamasho Co., Ltd.
  • Koyama Co., Ltd.
  • Handsfree Systems Co., Ltd.
  • General Japan Business Psychology Institute
  • Senior Accounting Finance, Inc.
  • Fujita Planning Corporation
  • Alpha Associates Inc.
  • Eclair Co., Ltd.
  • Light and Wind Institute Co., Ltd.
  • Tokyo Small and Medium Business Promotion Association
  • Representative caretaker Co., Ltd.
  • Street Smart Inc.
  • WOW GROUP Co., Ltd.
  • Good Management Research Institute
  • Sobia Corporation
  • FCS Corporation
  • Brain · Supply Co., Ltd.
  • S-Networks Inc.
  • Able Work Co., Ltd.

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Yusen Building 1F, 2-3-2, Marunouchi, Chiyoda Ward, Tokyo, 100-0005



Mon-Fri | 10.00 - 18.00

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