100 Next-Era Leaders in Asia 2017-2018 -The region's best brightest, most promising-

Home-Quality Co., Ltd.

President Sadayuki Miyagata

Message to young people
Try to develop the ability to appreciate good and real things. Choose what is good for your body and mind. Health takes precedence over everything else.

As a general merchandise wholesaler and product planning company, we have dealt with a number of household goods, as well as self-developed agricultural equipment, an environmentally friendly deodorizer and other products. We have always wanted to provide things that make people’s lives easier and better.

I spent a lot of time traveling the world to look for such products. Our meeting room is filled with unique items we found overseas and in Japan such as a non-slip hanger from Germany, a woolen duster from Australia, a Japanese microwave rice cooker and many more items.

Despite the effort we pour into searching for inspiring commodities, not everything can become a long-term seller because good ideas are often copied, stolen and pirated. It is a cat-and-mouse game. We find a great item and introduce it to the market. Soon someone makes something very similar and starts selling it at a cheaper price. We need to keep looking for new things.

However, when it comes to our own inventions, we need to make sure our investment pays off. I spent two years traveling from Okinawa to Hokkaido visiting farmers working in all kinds of environments and climates to have them try out a prototype of one of our pieces of agricultural equipment and provide feedback on it.

Our products are like our own children. Of course we want to protect them the best we can. That is why we put the extra effort into obtaining patents.

Shell Powder 12, a multi-purpose cleaning powder made of 100 percent calcined shells and carbon, is one of our main patented products. Other than cleaning kitchens and sterilizing and deodorizing pet items or textile goods such as carpets and sofas, it can be used to wash vegetables and fruits to get rid of residual pesticides, wax and antiseptic.

HQ-22, a deodorizer utilizing the odor removal power of natto, or fermented soybeans, belongs to the same line of environmental, ecological, and health-conscious products we have developed. Natto itself is famous for its strong smell that does not go away easily, but what is featured in this product is the decomposing properties of natto bacteria.

What is different about this product is that it does not just mask foul odors with a chemical fragrance like most other commonly-used air fresheners do; it eats the microorganisms that emit the odors. It is 100 percent natural and no toxic chemicals such as alcohol, surface acting agents, or ammonium salt are used, making it is safe for plants and animals as well as humans.

Due to the proven safety and scent-free nature of the products, they are used in hospitals, nursing homes, hotels, restaurants, food factories and other facilities where sanitary requirements are especially strict.

While protecting our products so they cannot be easily imitated, it is equally important that we achieve our sales goals. It is impossible for us to compete with bigger companies in terms of mass marketing strategies. However, the quality of products and the passion to sell is a strong tool to win customers’ satisfaction and feedback. For us, it is the existence of repeat customers and word-of-mouth that help us stay in the market.

Our domestic sales are increasing steadily, and we are now reaching out to overseas markets. Our prospective customers outside Japan are finding our products useful, just as I have imported what I thought would be handy in Japan. We continue to look for ideas to make people’s lives more convenient.

Company Profile

Home-Quality Co., Ltd.
Minato-ku, Tokyo
Trading and producing products related to lifestyle.