The Entrepreneurial Journey and Overcoming Geographical Challenges

From Humble Beginnings to Industry Leadership
Established in 1995, Uotaro started as a humble seafood retailer in Mihama Town, Aichi Prefecture, known as “Uotaro Chita Main Store.” Despite its rural location, about an hour’s drive south of Nagoya, the business transformed its geographical disadvantage into a compelling draw for visitors. By prioritizing freshness and diverse services, Uotaro attracts over 1.2 million customers annually, positioning itself as a benchmark in Japan’s seafood retail market. Through the integration of shopping and entertainment, the brand has redefined consumer expectations, creating a unique retail experience for both local and non-local visitors.

Miya Kajiyama’s Leadership and the Challenges of Transformation
At the heart of Uotaro’s success is its current president, Miya Kajiyama. Bringing a wealth of experience from her tenure at a Tokyo advertising agency and the luxury hotel “Park Hyatt Tokyo,” Kajiyama stepped in to helm the business in 2005 due to her father’s health issues. At that time, Uotaro was a single-store operation grappling with outdated facilities, limited scale, and internal resistance to change. Kajiyama faced skepticism, particularly from male employees, but she began by revamping the store environment. She introduced brighter lighting to highlight the…