Our corporate philosophy is “Expanding Lifestyle Value”.
We put this philosophy into practice through a variety of business channels.
While the approach and products of each enterprise is markedly different, we believe each endeavor “raises the world’s body temperature”.
Making every day slightly more fun. That’s what we take pains to achieve.
What Smiles Holds Dear
Smiles’ corporate philosophy is “Expanding Lifestyle Value.”
We seek to find new value in things that, in our hectic day-to-day lives, are taken for granted and ultimately overlooked. To polish this carefully, to bring this value to even one more person---that’s the kind of thought behind our corporate philosophy.
President and CEO
Mr. Toyama was born in 1962 in Tokyo. After graduating from Keio University’s Business and Commerce Department, he joined the Mitsubishi Corporation in 1985. He founded Smiles in 2000 and assumed the role of President and CEO of the company. In addition to Soup Stock Tokyo, a soup specialty shop, he has also developed giraffe, a necktie brand, PASS THE BATON, a contemporary select recycle shop, and 100 Spoons, a family restaurant.