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 heritage brand 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, brand revitalization, and experiential retail innovations. From seasonal flavors and premium positioning to experiential concepts such as Atelier Kyobaum, Bijuu has successfully adapted to competitive pressures and evolving consumer preferences.
The case study highlights how multigenerational family leadership balanced cultural authenticity with innovation, enabling the company to preserve its Kyoto identity while maintaining market relevance. It examines strategies such as product innovation, employee engagement, creative brand collaborations, experiential marketing, and limited-edition offerings. Designed as a discussion case study, it invites learners to evaluate how a family business can sustain competitive advantage, manage succession, maintain brand authenticity, and pursue future growth in an increasingly competitive and globalized marketplace.
Key Topics: Family Business Management, Succession Planning, Innovation Strategy, Heritage Brand Management, Product Innovation, Experiential Marketing, Brand Revitalization, Employee Engagement, Japanese Confectionery Industry, Competitive Advantage
Cover Photo: Courtesy of Biju Corp.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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