No. 344
Posted on 2025/03/28

150th Anniversary Project
"Aogaku Mind Opening Up the Future"

From Aogaku, challengers creating the future. Businesses that change society

| Alumni and Graduates |

LINE Yahoo Japan Corporation
Chairman and Representative Director

Kentaro Kawabe

×

Graduate School of International Management
International Management Major
(Aoyama Business School(ABS): ABS) 2nd year
Aoyama Business Plan Contest
Winning team in the Entrepreneurship category
"Cycling Concierge"

Hiroshi Fukui/Shusaku Matsuo
/ Shohei Yamaguchi / Hisao Seto

Aoyama will celebrate its 150th anniversary in 2024. With a liberal and cultural school atmosphere, graduates who have studied at Aoyama have expanded their ideas and are active in various fields as leaders of the times. One such graduate is Chairman Kawabe Kentaro, who started a company while studying at Aoyama Gakuin University and is currently the head of LINE Yahoo Japan Corporation. In this article, members of the team that won the Aoyama Business Plan Contest, which is made up of working graduate students studying at Aoyama Business School(ABS) (ABS), visited Chairman Kawabe, who served as a judge for the contest. We spoke to him about the impact his experiences as a student had on his career and the mindset behind creating businesses that change society.

Profile

Chairman and CEO, LINE Yahoo Japan Corporation

Kentaro Kawabe

1998 Faculty of Law Department of Law Graduated

He studied at Aoyama from elementary school to university. In 1995, at the age of 21 while still a university student, he founded the "Dennoutai" with his friends from university and began his career as a student IT entrepreneur. In 2000, at the age of 25, he sold his company through a merger with Yahoo and joined Yahoo Japan Corporation. He oversaw businesses such as "Yahoo! Mobile" and "Yahoo! News", and in 2018, at the age of 43, he became the President and CEO of Yahoo. He led the organization as a top executive, served as the President and CEO of Z Holdings, and will serve as the Chairman and CEO of LINE Yahoo Japan Corporation from October 2023. He is committed to the development of Japan's IT industry and the evolution of digital society, and is also committed to social contribution activities. He is the Chairman of the Japan Information Technology Federation.

Graduate School of International Management International Management Major (ABS: Aoyama Business School(ABS)), 2nd year
Aoyama Business Plan Contest Entrepreneurship Division Winner Team "CyclingConcierge"

Hiroshi Fukui/Shusaku Matsuo/Shohei Yamaguchi/Hisao Seto

Four classmates who learned how to design a business plan through ABS's practical program "Aoyama Action Learning" formed "CyclingConcierge" with the aim of developing a matching service that proposes cycle tourism for tourists visiting Japan. The members are (from left) Fukui, who works for a railway developer, Matsuo, a cyclist and YouTuber, Yamaguchi, an infrastructure consultant, and Seto, who specializes in finance. They built a business model by utilizing their different experiences and expertise. At the 2024 Aoyama Business Plan Contest, they proposed a business plan to provide a one-stop cycle tourism service for tourists visiting Japan that would also contribute to regional revitalization, and won the entrepreneurial division.

TALK THEME

1st TALK

Our
The future of business plans

Target
"From 40,000 to 4 million"
A clear growth strategy

Yamaguchi

What we proposed at the Aoyama Business Plan Contest was a one-stop cycle tourism service targeting tourists from Taiwan. In recent years, cycle tourism, where small groups of people cycle around a region for one to two weeks, has become popular, mainly in Asia. However, in Japan, government policies and bicycle-related businesses are not responding adequately to this need. To resolve this mismatch and promote regional revitalization, we proposed a plan with the core pillars of our business being the dissemination of information using a portal site, the development of sightseeing routes, and tour support. We aim to establish a company using the 1 million yen prize money from the contest as part of our capital. What do you think about our business plan, Mr. Kawabe?

What is the actual number of Asian tourists who are the target group of people who bring their own bicycles and spend one to two weeks touring Japan?

Kawabe

Yamaguchi

Currently, we are looking at around 20,000 people per year, and we expect this to grow to 40,000 people in five years' time.

I see. It's quite a niche project, both in scale and in the future. The concept and perspective of regional revitalization were highly evaluated in the contest, but from now on, it will be backed up with concrete numbers. For example, if you can show a clear growth strategy such as "We will expand our business from 40,000 people to 4 million," you can convince investors. It would be good to draw a persuasive vision while referring to other successful examples of niche tourism.

Kawabe

Matsuo

I see. What kind of companies and investors do you think would be interested in us as we seek a business model that contributes to regional revitalization and the SDGs?

Regional revitalization and regional revitalization are themes that have been promoted by successive Japanese governments, and the current administration is particularly keen on this. The trend is definitely coming. There are already many funds that support regional revitalization, so you should be proactive in presenting to them. Regional banks have a strong interest in regional revitalization, so there is a high possibility that they will be proactively involved.

Kawabe

Matsuo

I think that cooperation with the national and local governments will be necessary at some point. Mr. Kawabe, you also serve as a member of the government's Regulatory Reform Promotion Council. Could you give us your opinion on the methods and tips for getting the government involved?

In your case, you already have a solid theme of inbound cycle tourism, so I think it would be best to first take your plan to each city or town where you think you can turn it into content. If you can build up a track record with a municipality that you think is responsive and then propose it to the government ministry, I think there's a good chance they'll be willing to listen. I think there's an environment where government ministries and municipalities will be willing to listen to your proposal if it's a good one.

Kawabe

Matsuo

Thank you. I will look into this further in the future.


2nd TALK

A business that changes the world
How to generate it?

What will be the norm in 10 years?
thought,
Believe in yourself and forge ahead despite your doubts

When you founded Cybertai while you were still a student, what was your purpose and what value did you want to create for society?

Matsuo

Kawabe

To be honest, I didn't have any big ideas from the beginning, I was driven by a pure passion to "try to do something using the new technology called the Internet." However, looking back, even though the Internet existed at the time, few people could actually use it. So, I think you could say that simply connecting computers to the Internet was a social significance and a mission.

The Internet has become commonplace now, but what was it like back then?

Matsuo

Kawabe

Although those terms didn't exist at the time, the Internet was a "technology that eliminates information asymmetry" and a "technology that can realize the democratization of media." In terms of information asymmetry, the appearance of Yahoo! Auctions is symbolic, for example. The price of goods, which was previously determined by the seller, is now able to be influenced by the buyer. In terms of the democratization of media, the messages sent by individuals on blogs and social media can now have more influence than mass media. This was unthinkable before the advent of the Internet, and I felt a deep passion for it.

With that strong passion, you sold the company you founded to Yahoo Japan Corporation (hereinafter referred to as Yahoo) and then joined Yahoo. What motivated you to build your career after joining the company?

Matsuo

Kawabe

In my case, my motivation has always been that "it's fun to provide some kind of service on the Internet." Yahoo! had the best environment in Japan for creating Internet services, and it was also the place where you could get the most direct feedback from users on the services you provided. So I found creating services interesting, and I was absorbed in my work.

Mr. Kawabe, you have launched many businesses that have brought about change in the world. Is there anything you pay particular attention to in order to bring about change in society?

Fukui

Kawabe

First of all, you need to focus on technology and always think about how that technology will affect society and what will be the norm in 10 years. If you are convinced that "society will be completely different in 10 years," then convert your organization or business to that as soon as possible. Believe in your ideas and forge ahead without hesitation. I think that's one way to change the world.

At first, I was also passionate about the internet environment on PCs and worked in that field. However, one day I heard in Silicon Valley in the US that the internet market for mobile phones would become bigger. When I returned to Japan and investigated, I found that there were certainly signs of this. So I immediately shifted my work to the mobile field. At the time, it was still the era of flip phones and people said, "How can you use the internet on such a small screen?" but in the end, everything changed to mobile.

Even if you think, "This is how things will change in 10 years," it can be difficult to put that into a concrete business plan. What approach does Mr. Kawabe take to successfully turn ideas into a business?

Fukui

Kawabe

It all comes down to "trying it online." Nowadays, marketing can be done easily using social media, and you can deliver what you've created directly to users and get a direct response. I mentioned numbers for your business plans earlier, but when it comes to increasing accuracy, it's much faster to actually try things out online than to think about it in your head. It's better to collect data by repeating small experiments and get a real feel for the market. Global platforms are already in place now, so I think utilizing them will be a shortcut to success.

Thank you. I think that as we continue to develop our business, there will be times when we will need to change the way we do business. What do you think about how to balance "strictness" and "flexibility" in business, organizations, and even in society?

Fukui

Kawabe

When I was in the Cyber Squad, the only thing we decided together was "what not to do." We could do anything except what we decided not to do. This creates flexibility in the organization. On the other hand, it is very difficult to decide "what to do." That's why I think it's important to draw a clear line and say, "I won't get involved here."


3rd TALK

What do you expect from Aogaku in the future?

For "shady things,"
Don't criticize based on your own standards

I studied at Aoyama from high school, loved Aogaku, and returned to my alma mater as a working graduate student. Mr. Kawabe, you have studied at Aogaku from elementary school, so could you tell us about your memories of your time at our school?

Seto

Kawabe

I'm grateful that I was given so much freedom and individuality was respected. Since I was an internal student, there were no exams until university, so I had a lot of time to think about and create interesting things. At the turning point of entering university, students with excellent grades from outside the school came in, so I could make friends with them, be inspired, and try new things. It was a very cultural and interesting atmosphere. On the other hand, I also have some memories of "I'm grateful now, but at the time..."

What kind of memories are they?

Seto

Kawabe

One of them was when we were stopped from planning the "Aoyama Samba Team" at the school festival in my third year of high school. I formed a samba team with some friends who I got along with, and we played and danced, and paraded around the campus, involving the audience, but because we had not applied for and were not permitted, we were stopped by a teacher halfway through. But that night, all of our friends gathered at Yoyogi Park and danced samba again. Then, my juniors said, "I'm glad I participated," and "It was fun, thank you," and it was at that moment that I first realized the joy of bringing people together to produce something. Although we were stopped at school, we persisted and did it freely at Yoyogi Park. There, we received the highest praise from our friends. This experience may have been the origin of my love for a free world like the Internet.

Something similar happened when I was in college. One of the services offered by the Cyber Team, which I had started, was a service that allowed users to easily create their own personal homepage by simply entering a few pieces of personal data. I brought my computer to the student cafeteria on the Atsugi campus at the time and gave a demonstration of it. A staff member came in and asked, "Does anyone have permission from the university?" and suddenly unplugged the computer, wiping out all the data that hadn't been saved.

So that's what happened...

Seto

Kawabe

That was 25 years ago. We were doing something new, the Internet, so we were probably seen as more suspicious than a samba troupe, or something "shady." At the time, I thought it was so unreasonable, and I realized that there are limits to what you can do within the framework of a university, and that was the trigger for me to decide to go out into the world. It also made me keenly aware of the importance of getting permission before doing something, so now I'm grateful to that staff member. It was unpleasant at the time, but maybe people grow from adversity.

What do you think of Aoyama 's school motto, "Salt of the earth, light of the world," the servant leader* who embodies it, and Aogaku Gakuin mind?
*A person who discovers his or her own mission, willingly serves people and society, and is guided by that way of life.

Seto

Kawabe

I think there are two main elements to Aogaku Gakuin Mind. The first is the "school spirit" I mentioned earlier. Aoyama Campus is located in Aoyama / Sibuya area, so students have plenty of free time and many of them are cultured. In this environment, I think a major feature of Aogaku is that it fosters a unique mindset that respects cutting-edge atmosphere and individuality.

Another thing is the Christian way of thinking. I was particularly impressed by the words of the Bible, "Ask, and it will be given to you" (Matthew 7:7) and "Suffering produces perseverance, and perseverance produces character, and character produces hope" (Romans 5:3-4). I have repeatedly heard and understood these words, which is why I have been able to overcome adversity and work hard to get to where I am today. The Bible is full of words that support those who are trying hard to succeed, and I feel that they have become a part of me.

When you work hard and succeed, supported by these teachings, you realize that you did not achieve this through your own efforts, but that you have been helped by many things, and you begin to feel grateful. This is when you begin to develop an awareness of being "the salt of the earth and the light of the world" and "living as a servant leader."

So, please give some advice or a message to current Aogaku about what they should do while they are students.

Matsuo

Kawabe

In this age of AI, I want people to have many experiences where they are passionate about something. As you can see from using text generation AI, we are now in an age where AI can write safe reports that can get average marks in university. In other words, what will be important from now on is not the ability to come up with safe answers that even AI can do, but to have a unique perspective that "only this person could come up with." The only way to acquire that perspective is to be passionate about something. AI has no concept of "being passionate."

Related to this, another important thing is to make connections with people. No matter how advanced AI becomes, the value of humans connecting with each other and working together to create something will not change. It is important to make close friends that go beyond mutual interests, and even if the relationship is shallow, connecting with people who can inspire each other will be an asset for the future. I hope students will cherish the experience of interacting with many people during their student years and broadening their horizons.

You're known to be an avid reader, Mr. Kawabe. How can we use books to find something we can become passionate about?

Matsuo

Kawabe

If you can't find anything that you're passionate about, reading a lot of books might help you make new discoveries. In that case, I think it's best to just read as many books as possible. Pick up anything, whether it's a book recommended by your teacher or family, a book that people you follow on social media say is interesting, or a book with high reviews. Even if you don't know if it's interesting or not, just try reading as much as you can. I also recommend listening to audiobooks.

Mr. Kawabe, please tell us what you expect from Aoyama in the future and what role you think Aoyama should play in society.

Matsuo

Kawabe

What I expect is that people will not pull the plug on "shady things" based solely on their own values and standards. Masayoshi Son, Chairman and CEO of SoftBank Group, whom I respect, has the motto "Be shady," and as a result, he has built up such a large corporate group. If a student does something that is unclear, I would rather listen carefully. And if it is something that is essentially correct and has the potential to create future value, I would like you to be supportive.

You mentioned the importance of human connections, but we would also like to increase the number of our partners and work towards realizing our business. How should we go about searching for and finding these partners?

Yamaguchi

Kawabe

Anyway, the answer is "shout on social media." Also, it's important to think carefully about what to shout. If you shout something safe that an AI would think of, people will soon stop taking you seriously. What's important is to shout something that will make people think, "This person is really human," or "This person seems interesting."

Unlike when I was a student, we now live in an age where you can connect with anyone by posting on social media. I really envy you. Your businesses are also very meaningful, so I hope you continue to shout about them in an easy-to-understand and human way.

Yes, I would like to continue taking on new challenges with passion. Thank you for sharing your valuable insights with us today.

Everyone

After Interview

What tips did the members of CyclingConcierge, who are working toward the goal of starting their own businesses, get from Kawabe's talk?

Although Mr. Kawabe said "Don't pull the plug," I was very impressed that he did not deny any of our questions and answered them carefully. He approached us from the perspective of how to nurture new buds, and I was encouraged by his attitude, and I was able to sense his way of being a servant leader. In addition, I was able to learn once again the importance of having firm convictions when I heard that Mr. Kawabe's Christian beliefs are at the root of his work. In addition to "Business Ethics," ABS also has classes such as "Business and Ethics from the Perspective of Culture and Religion." At first glance, this may not seem directly related to business, but I was able to reaffirm its importance for managers. I am truly grateful for the friendly atmosphere and easy-to-understand explanation.

150th Anniversary Special Event

SEARCH