Blending Tradition with Innovation in a Family Business – The Case of Bijuu Corp. (Otabe)
Bijuu Otabe, a family-run sweets company in Kyoto, has balanced innovation with tradition for over three generations. How has its leadership fostered this delicate blend while ensuring continued business growth?
At a glance
Year Founded
1938
(as a coffee shop)
Location
Kyoto, Japan
Current CEO
Hiroaki Sakai
(The 3rd generation)
Capital
US$ 343,000
(50 million Japanese Yen)
Abstract
Bijuu Otabe, a family-run confectionery rooted in Kyoto’s heritage, illustrates how a traditional business can sustain relevance through both continuous and breakthrough innovation. This case study explores three generations of leadership: Seizo Sakai’s mechanization of Yatsuhashi production, Eichi Sakai’s creation of the unbaked, red bean-filled Otabe, and Hiroaki Sakai’s product diversification and bold rebranding. From seasonal flavors and premium positioning to experiential concepts like Atelier Kyobaum, Bijuu has navigated competitive pressures and evolving consumer tastes.
The case study highlights how multigenerational leadership balanced preserving cultural authenticity with adapting to market shifts. It explores strategies such as emotional employee engagement, creative collaborations, and limited-edition products. Designed as a discussion case study, it invites learners to assess how a family business can maintain its Kyoto identity while preparing for future challenges, including succession planning, innovation fatigue, and potential international growth.
Cover Photo: Courtesy of Biju Corp.
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