How two brothers turned the family business in decline to become an international business

Even as youngsters, Kuni and Tomo Hijikata believed that their business was something worthy of fighting for. The business was started within Nagoya, Japan back in 1936 in 1936, the Hijikata family's sawmill that was made out of cast iron was famous for its high accuracy. But when it happened, in the early 1990s, the future of the business was uncertain. Because they were the successors to the business that was long running, Kuni and Tomo knew they had the responsibility to make sure that they kept their casting iron manufacturing process intact.

The brothers had jobs as employees of Toyota as well as Toyota Tsusho. Toyota as well as Toyota Tsusho However, they discovered the potential of making cast iron cookware to be handed down to generations. They decided to leave their jobs to become solely focused on the upkeep of their family's enterprise. They were trained in the floors of the foundry as artisans prior to establishing the business in 2010. Vermicular began its journey. After their first cast iron cookware went to market and the number of customers exceeded the backorder for 15 months mostly due to the popularity of word-of mouth.

Ten years later, 10 years, 10 years, and 10 years after, 10 years on, and Vermicular team has set targets for expansion all over the world. This includes China as well as China, the U.S., China, as well as beyond. To communicate the benefits of their kitchenware for emerging, international marketplaces, Vermicular has invested heavily in videos that promote their product. "Without video, we'd end up being unable to expand the operations of our company," says Mark Hayashi who is the chief of Vermicular's U.S. Office. We spoke with Kuni, Tomo, and Mark to find out more about the plans of Vermicular to grow worldwide by the use of video. Find their story in the above article, as well as their full interview here.

"We often look at the video content that created as an extension of our product and the brand. Videos are more efficient than writing words and that is true especially when it comes to cooking." Mark Hayashi, Vermicular's Head of U.S. Office

What was the procedure with respect to this particular item?

Tomo: "I thought that we could use our firm's casting iron skills to make enameled cast iron containers which have lids that fit perfectly. There was no precedent for this procedure in Japan. We realized that we'd be required to develop this method completely on our own.

To learn about all that we could learn, Kuni and I sat in the middle in the Findry. Kuni was an experienced craftsman in casting while I was a machine expert. We waited for three years, and over 10,000 times before coming to a solution that met our expectations."

What was the process you took to start your own business within Japan?

Mark: "Brand storytelling has always been at the center of our communications and marketing strategies. The telling of stories about our distinctive tradition and dedication to quality will be a hit with customers and let us feel more connected to our clients on an intimate and personal scale.

First, we had to create videos that reflected the purpose of our brand. When creating videos for branding or a instructional video that explains how to use the product, we must ensure that they're representative of the people we're. In the beginning we didn't have a focus on sales we might be made within the next few years, instead, we were focused on maximizing customers' satisfaction by taking a longer-term perspective."

What's been the most difficult obstacle to building the Vermicular name outside of Japan?

Mark: "Our biggest challenge was the lack of communication. After the advent of Vermicular in the year 2010, we've encountered a variety of problems. Vermicular was introduced in the year the year 2010. Vermicular has established a solid brand image all over Japan but we haven't relocated to the world outside of Japan. What we required was begin to build the Vermicular brand entirely from scratch, which was difficult and needed significant preparation before the debut."

What was the initial place you invested in order to establish your brand internationally?

     Your brand-named content is evidently gorgeous. How did you achieve this quality?

Mark: "We worked with a advertising agency to create the video that promoted our business and spent long hours deciding the look and feel of lighting casting, clothing  as well as the food-related style. In addition, we spent long hours working together with our teams on video storyboardsthat were the main guideline for all stages, including the day of filming.

Since there is a wide range of people during the shooting There are often unplanned setbacks, which can lead to delays in the start. A good storyboard which includes an accurate schedule of the shoot can help to establish clear expectations, and also helps all those working on the shoot to focus towards the same goals. The storyboards we create do more than serve as an exact map for the shooting day but has also assisted us in overcoming problems with post-production. This is particularly important in smaller companies with limited resources."

 What are the most lucrative places to put in order to continue expanding?

Mark: "Our hypothesis was that we'd create a product-related video, that would include instructional videos to help customers get the most out of cooking equipment that is induction. According to our brand statement the goal of our company doesn't stop with the purchase of our cookware.

We'd like to make sure that our customers love cooking with Vermicular cookware for as long of time that is possible. We've witnessed the results of these how-to-videos as they aid in the training of the cookware owners, and also assist shoppers in getting more comfortable with the way to operate the cookware."

Has video assisted in the making of images to Vermicular worldwide?

Mark: "Definitely! There's lots. Videos are an extension of our brand , as well as our products. Even though we don't have the largest money however, we spend spent a great deal of time trying to determine the narrative and format of videos that will be most effective in telling the tale. Videos are always better than written words. This is true especially when it comes to cooking."

     What's the motivation for us to use HTML0 in the purpose of embedding and hosting your YouTube channel?    

Mark: "We prefer for various reasons, one of them is the possibilities for embedding video. It's clean and free of advertisements. This ensures smooth user experiences throughout the website, and also protects the "touch and feel" of our name.

also helps us also communicate information among teams from both U.S. and Japan, that makes it simpler to obtain feedback regardless of whether there are thousands of miles between you."

HTML0 What's next to be the next stage in the development of Vermicular?

Kuni: "More innovative products are coming out as we continue to expand our range of offerings that we have available in the U.S. and across various Asian countries."

Mark: "We are currently making plans for our video content strategy that includes branded video content featuring various chefs and farmers to explanation videos of products and instructional videos, which will become the primary assets in the coming seasons."

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