In 2022, the company will be listed on the Nagoya Stock Exchange and expand overseas! What is CEO Ueda aiming for in 2023, the year when "the rabbit leaps"?

Sato: 2022 was a year of significant growth for ASNOVA itself, with the formulation of its purpose and listing on the Nagoya Stock Exchange in April, the entry of Scaffolding Rental Business into Vietnam in October, and the launch of the new business "ASNOVA STATION" service. Tell us about how 2022 was for the company as a whole.

 

Ueda: I think it was a year in which we started many things, including our listing. We were listed on the Nagoya Stock Exchange, but listing is not the goal, so we will not forget our original intention of this year and will continue to grow.

 

Sato: It certainly was a year in which a lot of new things started (laughs).

With that in mind, please tell me one kanji character that represents the year 2022.

Ueda: It's a "first." It was the first time we formulated our purpose, went public, expanded overseas, and launched the "ASNOVA STATION" rental business through a partner, so 2022 is a perfect year for us to call it a "first."

 

Sato: How was the year 2022 for you personally, President?

 

Ueda: It was a special year because there were a number of big topics, but every year has different topics, so it always feels special. In particular, we started test marketing in Vietnam in 2017, but the first time we went there to give a presentation was in 2014, so it took about 10 years to establish a local subsidiary.

 

I wanted to rent a scaffolding in Vietnam, so I first sent an email in broken English and got a reply and went to Vietnam.

 

Sato: Did the president go himself?

 

Ueda: That's right. That was about 10 years ago, and after talking to the locals, I found a partner (vendor) who would rent scaffolding instead of ASNOVA. So when I look back, it's taken a long time.

But I think we were pretty calm about expanding overseas. Even though it took 10 years to establish a local subsidiary, we made a presentation there and sent materials to Vietnam within a few years to do test marketing (laughs).

During the test marketing, we sent 500 tons of scaffolding equipment at once.

 

Sato: Ten years ago, there was a lot of demand for construction in the United States and China, and I think many companies were expanding there. I was surprised that you chose Vietnam. What was the situation in Vietnam ten years ago?

 

Ueda: Vietnam is now a very prosperous place within the ASEAN region, but back then it didn't feel like it was that prosperous. So I think it was unusual to try to expand into Vietnam 10 years ago.

Sato: The biggest topic for 2022 is undoubtedly your IPO. I've heard that you've been preparing for this for about five years.

 

Ueda: That's right. We started preparing about five years ago, and at the time we were aiming for the emerging market of the Tokyo Stock Exchange. We actually listed on the Nagoya Stock Exchange Next Market, but we want to make sure we step up, so I think it will be difficult from now on. Currently, we are listed solely on the Nagoya Stock Exchange, so there are few online securities companies that handle our stock. If we can step up and do this, we will be able to increase our trading volume, so 2022 was really good practice for us.

Sato: Last year, I attended company information sessions up to four or five times a month. The president of the company gave a presentation at every session, but are you good at speaking in front of people?

 

Ueda: I don't dislike it, but I'm not good at it (laughs).

But I think it's a good opportunity for me to experience many things in order to step up. I've been preparing for the past 5 years, and I think it's time to get going, so I hope you'll look forward to ASNOVA!

Sato: In April of the same year, we formulated a purpose that represents ASNOVA's reason for existence. Which of the seven values that embody that purpose is the most important to you?

Ueda: "Let's move forward with the speed of decision-making and action." If you take action, you will get results, so sometimes I think it's not good to think too much. I think intuition is very important. Kyocera founder Kazuo Inamori has a saying: "Conceive optimistically, plan pessimistically, and act optimistically." Optimism, pessimism, optimism. This is very important.

 

And luck is very important. If you think you're lucky, it's best to believe in yourself. Like, things will go well. Once you start, you'll be cautious, but if you don't, you won't move forward, so it's important to keep believing in yourself. In that sense, I think it's very important to act with a sense of speed.

 

I think it's really too late that it took 10 years for Vietnam to do this. Times are changing, so you have to do business while you can.

Sato: What kind of year do you want 2023 to be?

 

Ueda: Wow, that's difficult. To be honest, I think 2023 will be a more exciting year than 2022. This year will be more changeable and we will take on more challenges... If I had to express it in one kanji, it would be "challenge."

 

This is the second year since we went public, and for me it feels like a completely new century. I feel like I'm finally on the starting line this year, and I can finally start doing what I want to do. I always make plans for the next one or two years, thinking about what I'm going to do and what I'm going to do. When I think about it like that, I think this year has been more intense than last year.

 

We are planning new businesses, existing businesses, IR, and many other things. It's a hectic company... (laughs)

 

Sato: There are many opportunities for people to take an interest in our company, so it looks like it will be a rewarding year for PR and IR. Please tell us about the "places of tomorrow" that you envision.

Ueda: I want to be a company that creates places of tomorrow in society, which is also the origin of the company name. I believe that we must continue to provide new value to society. Since there is no right answer for the existing business itself, I think it is especially difficult for young people who will be active in the future.

 

We are currently in an age where it is easy to spot what is likely to sell, but a world where this will no doubt change is coming, and I think we will enter an age where our main businesses will change every few years. Therefore, we need to constantly provide new value from the current era onwards, so we are taking on various challenges.

 

A certain major cosmetics company is a cosmetics company in Japan, but in some countries, some people think of it as a medical company. Companies are also flexible in their changes. The products they supply in each country and region are different.

 

Therefore, I believe we are entering an era where you won't be able to survive unless you work on improving yourself.

Sato: In an era when many things are changing, wasn't it a big decision to establish a local subsidiary in Vietnam?

 

Ueda: I think it was good that it was a quick decision 10 years ago. However, 10 years have passed since I went to the presentation, and in those 10 years I have gained a lot of wisdom and I hesitate to make decisions. If I had done it about 3 years earlier, I think things would be completely different now.

Sato: When you think about it that way, it's important to act quickly.

 

Ueda: It's best to be a little bold and do whatever you want. If you hesitate, you'll end up being late.

 

Sato: Have you ever failed when trying to make a decision quickly?

 

Ueda: Of course there are many. That's why it's better to fail early. It's more frightening to think things through and then fail (laughs). From now on, you will need some kind of criteria for making decisions and judgments. If you make as few big mistakes as possible and make small mistakes early on, those mistakes will become experience that you can use for the next time.

 

If you don't have many criteria and make decisions quickly, you're more likely to make a big mistake when you're given a big job. It's definitely better to embarrass yourself early on. I think people are at their peak in their mid-30s to mid-40s. So I don't mind if you use the company until then to get lots of experience and make mistakes. Let's work together to build a company that can create good businesses, create new value, and provide it.