TV Osaka Corporation From teacher to president! The unique way of fighting at 100-yen shop “Watts”

【TV Osaka Corporation】 From teacher to president! What is the unique strategy of the 100-yen shop “Watts”? ​
TV Osaka Co., Ltd. Press release: August 28, 2025 To Members of the Press From Teacher to President! What is the unique fighting style of the 100-yen shop “Watts”? TV Osaka’s “Kansai Leader Legends” airs Sunday, August 31st at 4:15 PM
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(C) TV Osaka Focusing on leaders who will shape the future of Osaka and Kansai, this show dramatizes their little-known past. It also delves into their ongoing challenges. By inviting them into the studio, MC Akira Fukuzawa and commentators will learn business and life tips that you wouldn’t normally find in the news. Appearance Moderator: Akira Fukuzawa Commentators: Akinori Hano, Megumi Ushikubo Leader: Fumio Hiraoka (President and CEO, Watts Co., Ltd.) Program Information [Broadcast Date and Time] Sunday, August 31st, 4:15 PM – 5:15 PM [Website] https://www.tv-osaka.co.jp/ip4/kansai_leader/ [Streaming on TVer after the broadcast!
】https://tver.jp/series/sr774pftbi 【Past episodes are now available on
YouTube! 】 https://www.youtube.com/playlist?list=PLXglZY9f1Kw03m62dQRQTyuW2wRZv7s65 From teacher to president! What’s the surprising store expansion strategy?
https://prcdn.freetls.fastly.net/release_image/20945/2279/20945-2279-44e8d7fc7b83b422f2db4e37567431b0-1920×1080.jpg (C) TV Osaka Everyone’s familiar with “100-yen shops” when it comes to finding all sorts of useful items. Introducing “Watts,” the
fourth-largest store in the industry with sales of 61.3 billion yen. We followed the store expansion tactics of President Fumio Hiraoka, a former teacher with an unusual background!
https://prcdn.freetls.fastly.net/release_image/20945/2279/20945-2279-fa2a60eea57c443d35a102c4ed6a6ca5-1920×1080.jpg (C) TV Osaka Our leader, Hiraoka Fumio, was born in Tokyo in 1960. After graduating from Waseda University, he became a teacher and built a 12-year career as a social studies instructor. He unexpectedly joined Watts when he received a request for a full-time position. Ryozo Hiraoka, who founded Watts, is Fumio’s father-in-law. He was already 60 years old when he founded the company. At the invitation of Ryozo’s right-hand man, Chikaishi Hiroshi, who said, “Let’s go public together.” Fumio decided to join the company, but was shocked by the store he saw for the first time! The store was located on the first floor of a prefabricated building with a sales floor area of ​​65 sq. m. However, their flexible store openings have paid off, with requests to open new stores coming in at a rate of 70 to 80 per year. What secret plan did Fumio use to avoid the store going into the red…?
https://prcdn.freetls.fastly.net/release_image/20945/2279/20945-2279-80e472624c382db84ceb3785a0625c69-1920×1080.jpg (C) Osaka Television When you visit the new Watts store… you’ll discover a sales area next to the cosmetics area!? Take a closer look at Watts’ store management strategy, which is driving a rapid increase in the number of stores! We take a look inside the meetings that produce over 5,000 products a year!
https://prcdn.freetls.fastly.net/release_image/20945/2279/20945-2279-512239775a076a58e06576c5bfb9f373-1920×1080.jpg (C) TV Osaka Various products lined up on tables in a conference room, creating a tense atmosphere. A camera was on hand to capture a product meeting where every detail was checked from a consumer’s perspective!
https://prcdn.freetls.fastly.net/release_image/20945/2279/20945-2279-bb3517855bcd899be813d379bc955ca5-1920×1080.jpg (C) TV Osaka Even amidst harsh criticism, Watts remains committed to a consistent “consumer perspective.” Consistent consumer perspective! A social media strategy with 260,000 followers!
https://prcdn.freetls.fastly.net/release_image/20945/2279/20945-2279-2c4acb7c80d74d534dab4f4aee28c483-1920×1080.jpg (C) TV Osaka The social media account they started about eight years ago now has over 260,000 followers, and they post product images almost daily. Two male employees working in a conference room are holding…
https://prcdn.freetls.fastly.net/release_image/20945/2279/20945-2279-5dc4e95cd7725f690359c235a18435f2-1920×1080.jpg (C) TV Osaka “Makes you want to buy it” “Makes you want to use it” An in-depth look at social media management techniques that tap into the hearts of your viewers! The second installment of “Leader’s 〇〇” is…
https://prcdn.freetls.fastly.net/release_image/20945/2279/20945-2279-419385d7340cba69a8172e009afafcbe-1920×1080.jpg (C) Osaka Television “Leader’s XX” delves deep into the charm and personality of leaders. When we follow President Hiraoka closely, we notice something that bothers us… That is, “he always wears the same clothes.” The reason for this is the influence of a world-famous big shot!