Eyeing the world

-2002-

In 2002, when World Cup fever swept the length of Japan, Matsuzaki launched his own ramen shop and established more than ten outlets. The following year, he made monthly business trips to China in order to obtain the best locations and conditions from local trading and real estate companies. After many tough negotiations, he opened over twenty successful outlets in China.

-Global Mood-

Meanwhile, Japan was facing a recession. Customers' concerns and distrust about food safety was widespread due to problems such as mislabeling and residual pesticides in the products of Megmilk Snow Brand, NH Foods and other major companies.

-Overextended-

Matsuzaki felt he should have kept a closer eye on the domestic market. After China, he opened three outlets in the U.S., but sales in Japan had deteriorated. He was handling everything by himself, including accounting and manpower, and it was beyond his capacity.

"I aimed too high."

Matsuzaki closed the company. He learnt a lot from this bitter experience.

-Twenty Years Later-

In April 2024, Matsuzaki and staff of Aura Holdings landed in Thailand. They visited noodle shops, both local and Japanese, and compared the tastes.

"I'll open my branch here in the fall," he declared.

Twenty years ago, he worked hard and failed. Would things be different now?

"Just watch. I'm over 60 and I'm still challenging myself."

He smiled at his staff and shook hands with his business partner, closing a deal.
  

Sapporo Miso Ramen Aura

-At the Heart of Kawasaki-

Established in 1949, the 250-meter-long Ginryugai arcade, its ceiling adorned with beautiful glass panels, has served as a shopping mecca and the face of the Kawasaki area. Matsuzaki is opening a Sapporo Ramen Aura in this well-populated shopping street.

-A Few Days Before the Opening-

On March 1, 2024, Matsuzaki went to check on the construction's progress. He parked the car and walked down the arcade, expecting to find the restaurant ready for its opening in a few days' time. But the interior wasn't ready, because the materials hadn't been delivered in time due to the pandemic. Matsuzaki asked the staff for an explanation and understood the situation.

-Taste Above All-

He rushed to the kitchen and asked the staff for an update.

"Everything is alright," replied a young assistant who was diligently preparing soup in the hot kitchen, surrounded by the din of construction work. Matsuzaki thoughtfully discussed ramen with him for about half an hour.

-Working Together-

Matsuzaki didn't raise his voice, as he assumed that he should learn from and grow with the rest of his company. "A general does not leave others behind or run away." (Shiba Ryotaro, Natsukusano Fu)

He walked out of the restaurant with a broad smile. "Things like these strengthen our bond, don't they?"