MVV Insights Logo
2025年度

Suntory’s Global Strategy: Putting the “Yatte Minahare” Spirit into Action

サントリー

小売・流通
2026年1月22日

Suntory Holdings is one of the world's leading multi-faceted food and beverage companies, with annual revenues exceeding 3 trillion yen 1. This remarkable growth was not achieved through clever market strategies and M&A alone. Rather, it is the unique "Corporate Philosophy" passed down for over a century that serves as the source of Suntory's sustainable value creation and competitive advantage.

At its core lie the spirit of "Yatte Minahare" (Go for it) and the "Three-Way Profit Split" (sharing profits with society) established by founder Shinjiro Torii. In recent years, as globalization and sustainability awareness have increased, the philosophy of "Mizu To Ikiru" (Living with Water) has been brought to the forefront 2.

In 2023, as business diversification and globalization progressed, the Suntory Group refreshed its corporate philosophy system to clarify and share the values cherished by the entire group with employees worldwide 2. Through this renewal, "Mizu To Ikiru SUNTORY" was positioned as the corporate message symbolizing the collective sentiment of the group. This phrase communicates to society the group's Purpose—"To inspire the brilliance of life, by creating rich experiences for people, in harmony with nature"—and the Values required to achieve it: "Growing for Good," "Yatte Minahare," and "Giving Back to Society" 2.

This renewal does not reject past philosophies. Instead, it should be viewed as a strategic declaration to redefine the founding spirit within a modern context and to share and practice it across the entire global organization.

This article provides a deep analysis of how this unique Suntory philosophy system is not merely a collection of fine words, but is instead linked to specific business strategies, organizational culture, brand value, and financial performance 1. In particular, we will explore how the three elements—"Yatte Minahare," "Giving Back to Society," and "Living with Water"—contribute to the company's success, using specific examples. Suntory's case suggests how philosophy-driven management can build a powerful competitive advantage in today's complex global market.

"Yatte Minahare": The Engine Driving Suntory's Innovation and Challenge

At the very heart of Suntory's corporate culture and strategy is the simple yet powerful phrase "Yatte Minahare." This is more than just a slogan; it is the DNA of encouraging challenge and innovation, handed down for over 100 years.

Coined by founder Shinjiro Torii when he pushed back against opposition to venture into unknown fields, the phrase means "to strive to create new value without fear of failure and to continue to challenge oneself with persistence" 3. Crucially, this does not encourage reckless gambles. It requires strong conviction and the determination to "see it through to the end" (a concept known as "Mitokunnahare") 4. This spirit has been the driving force that allowed Suntory to overcome numerous difficulties, create new markets, and achieve sustainable growth.

Looking back at history, there are many instances where the "Yatte Minahare" spirit took tangible form.

  • The Challenge of Domestic Whisky: During the Taisho era, when no whisky suited to Japanese palates existed and the venture was considered reckless, Shinjiro Torii embarked on this difficult business 5. The start of construction on the Yamazaki Distillery in 1923 and the launch of "Suntory Whisky Shirofuda" in 1929 were the embodiment of "Yatte Minahare"—feats that could not have been achieved without a long-term perspective and an indomitable will 5.
  • Entry into the Beer Market: The entry into the beer business by the second president, Keizo Saji, is also inseparable from this spirit. In 1963, entering a market already dominated by major manufacturers was an extremely tough challenge 5. In fact, it took 45 years for the beer business to become profitable 6. A company chasing only short-term profits might have withdrawn midway. However, the "Yatte Minahare" spirit enabled strategic patience from a long-term perspective, eventually leading to the creation of a high-value market with products like "The Premium Malt's" 5. This spirit functions as a strategic "buffer" against short-term performance pressures, allowing the company to build a unique market position that competitors cannot easily replicate.

This spirit of challenge continues today.

  • Global Market Expansion: The large-scale M&A of the U.S. company Beam Inc. in 2014 5 was not just a scale expansion but a challenge into a new frontier—the global market—and a modern manifestation of "Yatte Minahare."
  • New Business and Technology Development: Whether entering the health food business (launching "Sesamin E" in 1996) 5, successfully developing the "Blue Rose" using biotechnology (2004) 5, or driving recent Digital Transformation (DX) initiatives 7, the company maintains a stance of creating new value without being bound by existing frameworks.

"Yatte Minahare" is deeply rooted in Suntory's organizational culture. There is a climate where failure is viewed as a learning opportunity rather than just a loss, and where challenge is encouraged 3. The existence of the internal "Yatte Minahare Grand Prix" award system 8 is symbolic of this. In recruitment, the company seeks individuals who resonate with this spirit and can challenge and create on their own initiative 9. This creates an environment where employees feel empowered to propose and execute their own ideas.

Leaders are expected to protect this spirit of challenge, shielding it from short-term pressures while supporting their subordinates' endeavors 4. Furthermore, it is important that "Yatte Minahare" is paired with "Mitokunnahare" (the determination to show results) 4. This ensures that while bold challenges are encouraged, irresponsible behavior is discouraged, and tenacity and accountability in achieving goals are required. This exquisite balance supports Suntory's continuous innovation.

"Giving Back to Society": The Foundation of Coexistence and Trust

Another critical pillar of Suntory's management philosophy is the "Three-Way Profit Split" (Giving Back to Society). This is the idea that "profits obtained through business activities should not only be reinvested in the business but also used to serve customers and business partners and to contribute to society" 3.

This is rooted in founder Shinjiro Torii's philosophy that "business profits are entrusted to us by society" and his belief that "hidden virtue brings visible rewards" (doing good deeds in private will eventually return to you) 10. It demonstrates Suntory's stance of seeking coexistence and mutual development with society rather than the mere pursuit of profit.

This philosophy has borne fruit over many years through specific activities, particularly in the third pillar of "contribution to society."

  • Support for Arts and Culture: The establishment and operation of the Suntory Museum of Art (opened in 1961) 5 and Suntory Hall (opened in 1986) 5, as well as support and award activities in academic and artistic fields through the Suntory Foundation for the Arts 511 and the Suntory Foundation 512 (e.g., Suntory Music Award, Keizo Saji Prize, Suntory Prize for Social Sciences and Humanities, Suntory Prize for Community Cultural Activities 111314), have continued for decades despite not being tied to short-term profits. These activities are deeply connected to Suntory's Purpose: "To inspire the brilliance of life, by creating rich experiences for people" 2. Since arts and culture enrich people's hearts, supporting their promotion is an act that directly contributes to the realization of the society Suntory envisions. This goes beyond simple philanthropy and embodies the corporate purpose itself.
  • Social Welfare and Community Contribution: Its origins trace back to 1921, when Shinjiro Torii established the "Imamiya Clinic," a free clinic for the impoverished (the predecessor to the current Social Welfare Organization Hojukai) 5. Hojukai has continued social welfare activities for over 100 years, adapting to the needs of the times by opening and operating facilities like the "Takadono-en" special elderly nursing home and "Tsubomi Nursery School" 10. More recently, the company has actively addressed modern social issues through initiatives like the "Kimi wa Michisuu" (You are an Unknown Quantity) project, which supports children in difficult circumstances 15.
  • Environmental Activities: Environmental initiatives such as the "Natural Water Sanctuary" 5 and "Bird Conservation" 5 can also be seen as a form of giving back to society by investing in natural capital, which is a shared public asset.

The second pillar of the "Three-Way Profit Split," "service to customers and business partners," is reflected in a thorough commitment to quality 3 and activities based on a customer-centric perspective 3. Providing high-quality products is in itself a way of returning value to customers. Furthermore, loyalty programs like "Premol Members" 16, point systems 17, and a focus on customer feedback 18 aim to build long-term relationships and return value to the consumer.

These diverse activities based on the "Three-Way Profit Split" contribute significantly to building Suntory's brand image and social trust 19. The authenticity and continuity of these activities, rooted in the founder's beliefs, distinguish them from mere strategic CSR and are a key factor in gaining deep empathy and trust from stakeholders. For employees, the fact that their company is actively involved in social contribution is a major factor in feeling pride and job satisfaction, and they are provided with opportunities to engage with the philosophy through training and other programs 4. In this way, the "Three-Way Profit Split" forms the core of Suntory's unique management model, simultaneously increasing not only financial profit but also social value and employee engagement.

"Living with Water": A Philosophy Embodying Sustainability

"Water" holds a special meaning in the Suntory Group's corporate activities and philosophy system. The corporate message "Mizu To Ikiru SUNTORY" 2 is not a mere catchphrase. It expresses a deep dependence on—and a sense of responsibility for the blessings of—the "water" that forms the foundation of its major products, including whisky, beer, soft drinks, and its eponymous "Suntory Tennensui" 20. This philosophy provides Suntory's sustainability strategy with a powerful and authentic foundation that is unique among its peers, positioning environmental initiatives as inseparable from business activities.

The core of Suntory's sustainability management is the conservation and sustainable use of water resources. The "Suntory Group Water Philosophy," established in 2017, provides the guidelines for this, consisting of four pillars: "Understanding the water cycle," "Using water responsibly," "Protecting water sources," and "Working with local communities" 21. Based on this philosophy, specific activities have been developed over many years.

  • "Suntory Natural Water Sanctuary" Activities: This initiative, started in 2003, is particularly noteworthy 5. Focused on the water resource cultivation areas of its factories, it involves forest management based on scientific knowledge to conserve and restore rich natural environments that nurture groundwater 22. As of 2023, the scope extends to 22 locations in Japan covering approximately 12,000 hectares 21. Its contribution to biodiversity conservation has been highly recognized, with some areas certified by the government as "Nature Symbiosis Sites" 23. This activity is a quintessential Suntory initiative where the business requirement of securing high-quality water sustainably perfectly aligns with the social responsibility of protecting the natural environment.
  • Next-Generation Environmental Education "Mizu-Iku": Launched in 2004 5, this program teaches children about the importance of water and the mechanisms of the water cycle. It has expanded globally to countries including Vietnam, Thailand, and Indonesia 5. In recent years, it has broadened its scope to include awareness about plastic issues 24.

Supporting these activities are specific targets based on the "Suntory Group Environmental Vision 2050" 5.

  • Water Resources: The company aims to achieve "Water Positive" status by halving water use in its own factories (compared to 2015) and by recharging more than twice the amount of groundwater pumped at domestic factories 21.
  • Climate Change: The goal is to reduce GHG emissions at its own sites by 50% by 2030 (compared to 2019) and to aim for net zero across the entire value chain by 2050 22. In addition to introducing renewable energy 25, the company is working on reductions across the entire value chain, including exploring regenerative agriculture in raw material procurement 26.
  • Containers and Packaging: Based on its "Plastic Policy," the company aims to make 100% of PET bottles used worldwide sustainable (using only recycled or plant-based materials) by 2030 26. It is also focusing on promoting "bottle-to-bottle" horizontal recycling 27 and reducing container weight 19.

The source of the persuasiveness of Suntory's sustainability activities lies in the fact that they are inextricably linked to "water," the foundation of the business. Protecting water resources is not just social contribution; it is a vital issue for business continuity and is part of the long-term management strategy itself. This strong link to the business enhances the authenticity of the activities and forms the basis for gaining stakeholder trust.

Furthermore, the fact that major activities like "Natural Water Sanctuary" and "Mizu-Iku" have been continued for a long time—well before ESG and SDGs gained widespread attention 5—demonstrates that these initiatives are not a reaction to temporary trends but are based on the company's fundamental values (the long-term perspective inherent in the Three-Way Profit Split and Yatte Minahare). This further enhances their credibility.

Additionally, Suntory actively utilizes these activities in its brand communication. Notable efforts include placing messages like "Bottles are resources! To sustainable bottles" on "Suntory Tennensui" labels 27 and communicating "Water Positive" as a brand message 26, integrating sustainability not as mere back-office support but as part of the value proposition to the customer.

Philosophy Penetration: Fostering a Global Organizational Culture to Unite Diverse Talent

For Suntory to achieve sustainable growth as a global corporation, a critical management challenge is how to penetrate and share its unique corporate philosophy, cultivated over many years in Japan, with employees around the world from diverse cultural backgrounds. Especially as the organization expands and diversifies through large-scale acquisitions like Beam Inc. 5, maintaining and strengthening centripetal force as "One Suntory" based on philosophy is no easy task 28.

Suntory addresses this challenge by viewing philosophy not as a mere cultural relic but as a dynamic management resource to be strategically utilized and adapted, and it invests aggressively in this area.

  • Clarification and Systematization of Philosophy: The 2023 philosophy refresh mentioned earlier was highly conscious of international communication, organizing the Purpose, Values, and Corporate Message to function as a global common language and including English notation (Our Purpose, Our Values, Growing for Good) 2. This established a foundation that employees worldwide can understand and resonate with.
  • Leadership Commitment: Top management is expected to talk about the importance of the philosophy and embody it through various opportunities both domestically and internationally 4. Efforts are made to share the spirit of terms with Japanese nuances, such as "Yatte Minahare," globally by using Romanized notation (Yatteminahare) 29 to convey their essence.
  • HR Systems and Training Programs: Effort is put into identifying talent that aligns with Suntory's values, represented by the "Yatte Minahare" spirit, from the recruitment stage 9. After joining, philosophy education is implemented at various levels, from new employee training to management training.
  • Understanding Through Experience: A characteristic feature is the emphasis on understanding philosophy through experience rather than just classroom learning. For example, experiencing the "Three-Way Profit Split" by attending an orchestra at Suntory Hall 4 or participating in forest management activities at "Natural Water Sanctuary" 4 is intended to help employees not just understand the philosophy intellectually but feel it in their hearts and internalize it as their own experience. In recent years, training content utilizing VR technology has been developed and introduced to allow employees to immersively re-experience the founder's history and the background of the philosophy's formation 3031.
  • Global Talent Development: "Suntory University" 31 was established as a global talent development institution, providing opportunities for employees worldwide to learn about Suntory's philosophy and leadership. A global leadership profile has been codified, defining five behavioral items including "Yatte Minahare." By linking these to evaluations, the company encourages the practice of the philosophy 4.
  • Post-Merger Integration (PMI): In the integration process after M&A, the company takes an approach of finding shared values and aiming for integration based on mutual understanding and respect, rather than unilaterally imposing Suntory's culture 32. In the case of Beam Suntory, the establishment of a system to lead PMI (Post Merger Integration) after the acquisition 32 suggests an emphasis on dialogue and fusion over time rather than a top-down, uniform cultural introduction. The realization of "One Suntory" is driven by understanding and empathy for a common Purpose and set of Values 33.

Through these multi-layered efforts, Suntory seeks to root its unique corporate philosophy as the foundation for global organizational management. Sharing the philosophy promotes cross-border collaboration, increases consistency in strategy execution, and strengthens the identity of the group as a whole. Furthermore, it likely plays an important role in attracting and retaining top-tier global talent who resonate with Suntory's values 31. Philosophy is treated not as a legacy from the past but as an active target for investment to support future growth.

Conclusion: The Sustainable Value Brought by Philosophy-Driven Management

Suntory's success story cannot be fully told through the cleverness of its product portfolio or market strategy alone. At its foundation lies a robust philosophy system that permeates all corporate activities. The three pillars—"Yatte Minahare," the "Three-Way Profit Split," and "Living with Water"—are not independent concepts; they are linked to form an integrated worldview to realize the Purpose: "To inspire the brilliance of life, by creating rich experiences for people, in harmony with nature."

This "philosophy-driven management" provides Suntory with a clear competitive advantage:

  • "Yatte Minahare" enables bold challenges and innovation from a long-term perspective without being trapped by short-term financial metrics, building a business foundation that others cannot replicate.
  • "The Three-Way Profit Split" builds unwavering trust and brand loyalty by returning business success to society and customers, while enhancing employee pride and engagement.
  • "Living with Water" inextricably links the core of the business with sustainability, giving environmental conservation activities an authenticity and strategic depth unique to the company.

By combining these elements, Suntory has formed a resilient and purpose-driven organization that can navigate the volatile global market, leading to sustained performance 1 and high brand value 34.

There are many lessons to be learned from the Suntory case for today's management leaders, students preparing to enter society, and those active at the front lines of business:

  1. Practice and Penetration of Philosophy: A corporate philosophy only demonstrates its true power when it is not just formulated but deeply permeated into every aspect of business activity and practiced consistently. Particularly important are the "authenticity" of the philosophy rooted in the founder's beliefs and the "commitment" to inherit and evolve it over the long term.
  2. Globalization and Philosophy: In globalization, it is necessary to redefine philosophy as a set of universal values and to continue investing actively through leadership, HR systems, and communication so that employees from diverse cultural backgrounds can resonate with and practice it. Providing learning through experience can also be an effective means.
  3. Integration Through Purpose: By integrating business activities, social contribution, and sustainability under a unifying purpose—the role the company should play in society—synergies can be created where each element reinforces the others.

Suntory will continue to challenge itself with the aim of being "the most trusted and loved, only-one multi-faceted food and beverage company in the world" 35. On that journey, the corporate philosophy, inherited and evolved across eras, will undoubtedly continue to play a central role as a compass for carving out the future.

出典

Footnotes

  1. Suntory surpasses 3 trillion yen in sales for the first time. "The Premium Malt's" and "Suntory Nama Beer" are performing exceptionally well. (Accessed April 12, 2025) ↩ ↩2 ↩3

  2. Suntory Group Refreshes Corporate Philosophy April 3, 2023 News... (Accessed April 12, 2025), Suntory Group Refreshes Corporate Philosophy - PR TIMES (Accessed April 12, 2025) ↩ ↩2 ↩3 ↩4 ↩5 ↩6

  3. Group Corporate Philosophy | Corporate Information | Suntory Holdings (Accessed April 12, 2025) ↩ ↩2 ↩3 ↩4 ↩5

  4. Penetrating "Yatte Minahare" across the entire Global Group... (Accessed April 12, 2025) ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8

  5. "Yatte Minahare" "The Three-Way Profit Split" - Suntory (Accessed April 12, 2025) ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9 ↩10 ↩11 ↩12 ↩13 ↩14 ↩15 ↩16 ↩17 ↩18 ↩19 ↩20

  6. "Yatte Minahare." The spirit alive in Suntory and sustainable initiatives for Living with Water | web magazine | ethica (Accessed April 12, 2025) ↩

  7. WORKS Case 03: Suntory creates a new culture through digital (Suntory Communications Limited) (Accessed April 12, 2025) ↩

  8. What is Suntory's Humanism? | High-class recruitment agent strong in major companies 【Sincereed】 (Accessed April 12, 2025), Suntory Holdings Limited | Case Introduction | WiLLSeed (Accessed April 12, 2025) ↩

  9. What kind of talent is Suntory looking for? | High-class recruitment agent... (Accessed April 12, 2025), New Graduate Recruitment | Recruitment Information - Suntory Publicity Service (Accessed April 12, 2025) ↩ ↩2

  10. "Hidden virtue brings visible rewards" - The "Three-Way Profit Split" inherited from the founding - | SUNTORY (Accessed April 12, 2025) ↩ ↩2

  11. Suntory Foundation for the Arts - Wikipedia (Accessed April 12, 2025), Suntory Foundation for the Arts (Accessed April 12, 2025) ↩ ↩2

  12. Foundation Overview: Suntory Foundation (Accessed April 12, 2025) ↩

  13. Suntory Foundation for the Arts (Accessed April 12, 2025) ↩

  14. Suntory Foundation (Accessed April 12, 2025) ↩

  15. Solving the increasingly complex issues surrounding children and youth. Suntory's "Next Generation Empowerment Activities" that only a corporation can do [Part 1] | DRIVE (Accessed April 12, 2025) ↩

  16. Bright Spot analysis performed in customer experience design for Premol Members: How to drop MVV into strategy and measures | Biz/Zine (Accessed April 12, 2025) ↩

  17. Earn Suntory Points (SP): Suntory Account Service (Free registration) (Accessed April 12, 2025) ↩

  18. What is the Suntory-style digital talent development for new graduates that plays a central role in the digital business transformation of manufacturing companies? Disclosing a unique curriculum utilizing "Real Assets" AgileHR magazine (Accessed April 12, 2025) ↩

  19. SDGs Case Studies: Enriching society with SDGs | Suntory Limited (Accessed April 12, 2025) ↩ ↩2

  20. Suntory Corporate Activity Video 1 min 54 sec - YouTube (Accessed April 12, 2025) ↩

  21. www.kantei.go.jp (Accessed April 12, 2025) ↩ ↩2 ↩3

  22. Suntory's thinking on Sustainability Management: Suntory Group's... (Accessed April 12, 2025) ↩ ↩2

  23. Toward Japan's 30by30 achievement: The government certifies 122 sites, including Suntory Natural Water Sanctuaries, as the first "Nature Symbiosis Sites" (Accessed April 12, 2025) ↩

  24. How to incorporate sustainability into marketing and business: Learning from the Suntory case: SB2021 Sustainable Marketing Day (3) (Accessed April 12, 2025) ↩

  25. Disclosure Sheet (PDF) - Agency for Natural Resources and Energy (Accessed April 12, 2025) ↩

  26. [Interview] Harmonizing with People and Nature: Promoting Suntory's Sustainability Management (Part 1) - note (Accessed April 12, 2025) ↩ ↩2 ↩3

  27. "Yatte Minahare" precisely because the future is invisible. Learning from Suntory how to face social issues (Accessed April 12, 2025) ↩ ↩2

  28. Suntory Group Refreshes Corporate Philosophy - PR TIMES (Accessed April 12, 2025) ↩

  29. Nobuhiro Torii of the Suntory founding family talks about the "unexpected conditions" necessary for an organization that continues to challenge itself (Accessed April 12, 2025) ↩

  30. Penetrating corporate philosophy and founding spirit among next-generation leaders of overseas group companies through the immersive effect of VR content | Case Study | ABeam Consulting (Accessed April 12, 2025) ↩

  31. Suntory's Humanism: Suntory (Accessed April 12, 2025) ↩ ↩2 ↩3

  32. PMI measures in cross-border M&A - Waseda University Repository (Accessed April 12, 2025) ↩ ↩2

  33. Penetrating corporate philosophy and founding spirit among next-generation leaders of overseas group companies through the immersive effect of VR content | Case Study | ABeam Consulting Europe (Accessed April 12, 2025) ↩

  34. Interbrand "Best Japan Brands 2024": Announcing the Top 100 Japanese Brand Value Ranking - PR TIMES (Accessed April 12, 2025), Japanese Corporate Brand Value Ranking - Ono Design (Accessed April 12, 2025), "Japanese Corporate Brand Value Ranking": Takeda Pharmaceutical ranks for the first time (Accessed April 12, 2025) ↩

  35. Business Activity Analysis Suntory HD: Double-digit increase in revenue and profit for the fiscal year ending Dec 2023, achieving record highs in both sales and profit for the second consecutive year - J-marketing.net produced by JMR Institute (Accessed April 12, 2025) ↩