We look at things from the consumer perspective and place emphasis on real, everyday life situations. We then go on to develop products that will bring our customers heartfelt joy as they use them. This is the origin of our approach to manufacturing. What is it that gives people joy? The answer lies in the sensitivities of consumers. Our families and those of our neighbors have things they desire, and they may say to themselves, “Life would be so much better if I had something like that.

I would be more satisfied.” What they mean is they would have greater peace of mind if the thing they desire to have could be more consumer friendly and easier to use. We aim to respond reliably and accurately to such ordinary, everyday sensitivities. This is our basic approach to doing business at Zojirushi. We have expressed this approach in the phrase “Inspirations from Everyday Life”, and all our activities from product development to marketing activities, sales support and providing advice to customers are integrated under this same guideline. Zojirushi incorporates the most advanced technologies to give its customers satisfaction by offering human gentleness and user-friendliness. This is how we deliver products that so many customers can bond with as they use them day by day.