Yao City, the sole municipality to plan and execute the exhibition and exhibitor zone of the Osaka Healthcare Pavilion, is spearheading a project to transform its numerous small factories into a pavilion. We interviewed Yasuki Matsuo, who is leading this initiative, to learn more about the charm of Yao and its future prospects.

Yao City, once renowned for Kawachi cotton, has since the period of high economic growth flourished as a leading producer of toothbrushes in Japan. Beyond its reputation as the birthplace of Kawachi Ondo folk dance, the city, blessed with fertile land suitable for cultivation, has a history dating back to the Yayoi period, as evidenced by the numerous ancient burial mounds found within its borders.

As of 2024, although the statistics may not be the latest, 15 out of 50 companies listed in the “Toothbrush-related” category of the All Japan Brush Industry Cooperative Association are based in Yao City (Source: All Japan Brush Industry Cooperative Association).

Lapis’s original manufacturing machine for producing and researching toothbrushes for dental clinics.

Just as neighboring Higashiosaka City is known as a “city of small and medium-sized enterprises,” Yao City is also home to a diverse range of businesses, both large and small. Famous companies include Miki House, known for children’s clothing, Asahi Foods, the producer of Asahi Ponzu sauce, a staple on Osaka dining tables, and Fuiki Kogyo, popular for its Fuecky-kun character goods, a new Osaka souvenir. Additionally, Yao City boasts three listed companies, such as Hosiden, a comprehensive electronic component manufacturer with Nintendo as a major client, demonstrating its significant manufacturing capabilities. This is further evidenced by the impressive figure of over 3,000 manufacturing companies within the city.

Yao City will be the sole municipality in Osaka Prefecture to exhibit at the “Osaka Healthcare Pavilion” exhibition and exhibition zone (for SMEs and startups) at the Expo 2025 Osaka, Kansai. Leading this initiative is Matsuo Yasuki , a former Yao City office worker who now works at Tomoyasu Seisakusho, a company that operates in a wide range of businesses from interior mail order to urban development. We interviewed him about how he plans to visualize and deepen the appeal of a city with many small factories.

Influenced by a Guatemalan he met in Italy, a government official is now passionate about showcasing the allure of Yao.

MATSUO Yasuki, who received a job offer from a major corporation during his university years, spent the latter half of his student life backpacking overseas. Ultimately, he declined the offer and embarked on a career as a maverick government official dedicated to urban development. Behind this unconventional path lies an encounter he had in a foreign land.

I met a Guatemalan in Italy who passionately talked about how vibrant the coffee industry was in his hometown. At that moment, I realized I couldn’t speak as enthusiastically about Yao, where I grew up. But as I reminisced about my childhood, I remembered the connections between the factories and the local community. Recognizing the uniqueness of this, I decided that I wanted to be involved in public relations and urban development in Yao.

He declined a job offer from a manufacturer and joined Yao City Government as a new graduate. However, despite his aspiration to work in public relations or industrial promotion, he was initially assigned to the secretary’s office.

Five years later, an opportunity came his way. He was assigned to the Economic Environment Department, where he was involved in formulating industrial policies and operating training programs for next-generation business leaders. Just when it seemed that his wish had finally come true, he was ordered to transfer to the Ministry of Economy, Trade and Industry (METI) in 2015. His posting was to the Kansai Bureau of Economy, Trade and Industry (METI-KANSAI), where his main task was to create a platform for supporting ventures. However…

METI is expecting the emergence of companies with the level of innovation seen in GAFA. I felt a gap between this expectation and my own thoughts. It seemed far removed from Yao. However, by chance, I met Ms. Chie Yamano, who supports venture-type business succession with a focus on successors, and I realized that the definition of “venture” can be broader. I thought that this could also be applied to Yao, where many companies are facing succession issues.

After working on numerous successor venture support projects at the METI-KANSAI, he returned to the city government in 2017. The following summer, he opened “Miseruba Yao,” a base for small and medium-sized enterprise innovation that promotes “monozukuri entertainment,” in “Rinoas Yao,” a complex facility in front of Kintetsu Yao Station.

Furthermore, he launched initiatives such as the “YAOYA PROJECT,” which aims to create new lifestyle products through collaboration between creators and local companies, and the “FactorISM” open factory program, in order to explore every possible avenue.

All of these initiatives aimed to expand horizontally and foster the development of successors. In particular, “Miseruba Yao” attracted over 100 companies within seven months of its establishment, leading to numerous collaboration cases. In recognition of these achievements, he himself was selected for the “Local Government Officials Award” in 2019.

However, as is the fate of public servants, transfers are inevitable, regardless of one’s achievements. He retired from the city government in March 2021 and joined Tomoyasu Seisakusho, a company with which he had long-standing connections. He is now involved in various projects, including urban development, start-up support within the city, store development, promotion, and even representing Yao at the Expo 2025 Osaka, Kansai as an executive of a private company.

“Miseruba Yao,” a platform that showcases the remarkable capabilities of Yao’s manufacturing companies from various perspectives.

Initiated by him in 2018, “Miseruba Yao” serves as a hub for promoting innovation among local companies and a platform to showcase the essence of manufacturing. It offers various programs, including workshops to introduce children to the joy of manufacturing and the “Miseruba Marche,” where products from registered companies are exhibited and sold.

One of the facility’s important roles is to convey the impressive craftsmanship cultivated in Yao to the next generation of young people. Additionally, there is a system that allows for trial pop-up restaurant operations through short-term rentals, where prospective tenants can consult partner companies about store design. This has led to successes such as shops gaining fans here and eventually opening their own permanent locations. Since this is a place frequently visited by business owners, it also holds promise for development as a business hub.

From here, we will introduce products filled with the “amazing technologies” of Yao companies, exhibited and sold at the Misereba Marche.

1. Fujita Metals’ “Frypan Jyu”

The first feature is Fujita Metal, a long-established manufacturer of iron frying pans. With over 70 years since its founding, this true local factory handles everything from mold manufacturing to metal processing and sales, consistently delivering high-quality products to the market.

When it comes to Fujita Metal, this “Frying Pan Jyu” is a standout product. Developed in collaboration with a Tokyo design firm, it features a rimmed shape that allows you to remove the handle and serve it directly at the table. It boasts excellent heat conductivity, so you can enjoy your meal piping hot right on the table—highly recommended!

2. Kinjo Gomu’s “Silicone Glass”

Kinjo Gomu, which began as a rubber trading company before World War II, has supplied excellent products in fields such as civil engineering, medical care, and welfare. In recent years, under the brand name “KINJO JAPAN,” they have been leveraging their long-standing rubber processing technology to offer B2C products as well.

Though it looks like glass, this is a glass made of silicone. Because silicone is a material that doesn’t conduct heat well, it keeps ice from melting quickly even when held in your hand. This product, created by top-level craftsmen proud of Yao, is truly a unique item that hadn’t existed before.

3. Kimura Soap’s “Sokokashi Powder”

Next up is Kimura Soap, a long-established company with a 100-year history. The business, which began with the founder using a single drum can as a kettle, continues to preserve the traditional “kama-daki” (kettle boiling) method. The company is also known for continuously launching new products for cleaning, laundry, and other everyday uses.

This household oxygen-based bleach, “Sokokashi Powder,” lives up to its name by being usable “here and there” throughout the home—for removing stains from clothing, eliminating grease, and cleaning washing machine tubs. Despite its versatility, it dissolves easily in water, and its cleaning power is well proven.

At Miseruba Marche, there is also a wide selection of popular “Fueki-kun” merchandise from Fueki Nori Kogyo, including memo pads, masking tape, writing instruments, and more.

What I realize again is that many successor business owners in Yao are quite unconventional (laughs). Some have returned to their family’s traditional interior decoration shops after working at major IT companies. Even the president of Tomoyasu Manufacturing went to the U.S. from high school and earned an MBA, yet remains deeply involved in local community activities. It’s not just their impressive technology—the people themselves are fascinating.

A new initiative started with these successor business owners is called “FactorISM.” This time, the manufacturing sites are opened to the public, allowing people to experience the passion (ISM) of the producers firsthand. We introduce this “cultural festival” organized by the successors.

Open Factory Program United by Successor Business Owners “FactorISM”

“FactorISM” is one of the largest open factory events in the Kansai region, where various companies—from traditional industries to steel, plastics, textiles, food, and chemicals—open their manufacturing sites to the public. It was launched in 2020 by Mr. MATSUO while working at Yao City, and even after retiring from the city office, he continues to be involved as the executive producer.

In 2023, 83 companies participated, attracting over 20,000 visitors. The program was also selected for the “Co-Design Challenge” initiative promoted by the Japan Association for the 2025 World Expo. Chairs and tables made from factory scrap materials from participating companies are set to be installed at the Expo venue.

Since last year, as part of FactorISM’s content, the “LIVEISM” project has been launched. It matches local factories with artists to create art pieces using scrap and leftover materials from the manufacturing process, aiming to generate new value from these materials.

However, just as Matsuo-san was about to launch FactorISM and look toward the future, he was hinted at being transferred. Determined to continue being involved in community development, he decided to start his own business. At that moment, the president of Tomoyasu Seisakusho, an old acquaintance, scouted him with the offer, “Why don’t you do everything here with us?” Unexpectedly joining Tomoyasu Seisakusho, Matsuo-san established the media department and has been involved in creative supervision and administrative work, including producing the FactorISM guidebook and promotional videos.

Mr. Matsuo’s next ambition is to give the city of Yao a permanent open-factory character, creating connections between companies and individuals beyond the city. By making the small factories open and increasing opportunities for contact with the general public, he hopes new value will be created.

The unity among Yao’s successor business owners is incredible, and they participate with great enthusiasm. Before I knew it, a volunteer band formed among the participating companies, and they even told me, “We made a theme song” (laughs). Since there’s a theme song… creating a promotional video and developing ideas from the field is also part of my role.

This year’s FactorISM is scheduled to be held from Thursday, October 24 to Sunday, October 27, 2024.

In 2025, the entire city of Yao will become a manufacturing pavilion

Mr. MATSUO, a dedicated government official, has brought together those around him to redefine the appeal of this manufacturing city. Their collaborative efforts are now steadily moving forward toward the 2025 Osaka-Kansai Expo. As mentioned earlier, Yao City is the only municipality in Osaka Prefecture selected to exhibit in the Small and Startup Business Zone of the Osaka Healthcare Pavilion at the Expo. Mr. MATSUO continues to work closely with government agencies while collaborating alongside renowned companies, passionately promoting the appeal of Yao to the world.

Thirteen companies are currently scheduled to participate in Yao City’s booth. Mr. MATSUO is in charge of producing the booth’s spatial design.

Instead of promoting individual technologies separately, the plan is for Yao City’s companies to unite their strengths and propose new technologies and values connected to the future society. Through hands-on experiences with actual materials such as Kumano brushes’ hair, black stainless steel, and metal mesh, visitors are encouraged to feel inspired within 30 minutes. The concept is called the “Touch Anything Expo.” We hope visitors will experience Yao’s charm at the pavilion and find it fascinating if, upon visiting Yao in person, the entire city feels like a pavilion itself.

From the Yumeshima venue to Yao — the refinement of Yao City’s “content power” will continue right up until the Expo itself. Encounters at the venue will also spark new attractions within the city.

Interview: TOMIMOTO Rie
Text: SEKINE Dekkao
Photos: HAMADA Mika
Planning & Editing: Ningen Editorial Team