Unveiling the 'Passion of CEOs': Documentary YouTube Channel 'Shachomania' Launches with Exclusive 1-Day Coverage of ISEKADO's President Suzuki

TradeOn Inc. (Headquarters: Chuo-ku, Tokyo; CEO: Masayuki Koga) launched the YouTube channel 'Shachomania' on May 1, 2026, and released its first episode. The channel delivers in-depth documentary-style coverage of Japanese entrepreneurs, tracing their life journeys from upbringing to present-day leadership. The debut episode features Naruhiro Suzuki, representative of ISEKADO, who inherited a 450-year-old traditional mochi shop and launched a craft beer business. The 42-minute video reveals the authentic story of how he turned around the company from pandemic-induced losses.

▶ Episode 1

https://youtu.be/gExJ9_nD9cU

▶ Channel URL

https://www.youtube.com/@shachomania_official

■ Episode 1: One-Day Behind-the-Scenes with Naruhiro Suzuki, President of ISEKADO (approx. 42 minutes)

The inaugural episode follows Naruhiro Suzuki, representative of ISEKADO, a craft beer brand based in Ise City, Mie Prefecture. Born as the 21st-generation heir of a mochi shop founded in 1575, Suzuki ventured into the craft beer industry—a bold move for a centuries-old business. The camera shadows him for an entire day, capturing his authentic leadership journey.

【Highlights】

Despite being a 450-year-old legacy business, why did Suzuki pivot to craft beer? The decision stems from formative experiences dating back to his childhood. In the video, Suzuki narrates his journey from university days to the present in his own words.

Amid the unprecedented crisis of the pandemic, the company achieved a V-shaped recovery. The documentary captures real-time scenes from management meetings, financial statement reviews (P&L, B/S), and sales expense management. For the first time, Suzuki articulates: 'What I realized was most important when I hit rock bottom.'

The film reveals a 'shocking scene' witnessed by the crew during an early-morning study session, facility inspections across stores, offices, and factories, an interview with his wife, and the meaning behind 'Jinja Cheers.' Over 42 minutes, the true 'source of passion' driving ISEKADO comes into focus.

【Main Content Covered】

- Childhood and university anecdotes / Morning routine

- The shocking scene at the early-morning study session / Who are the people who scold him?

- Facility inspections (stores, offices, factories)

- The V-shaped recovery process through the pandemic crisis

- What he realized was most important at rock bottom / Source of passion

- Next 5-year goals / Management meeting / What is 'Jinja Cheers'?

- Employee and family interviews / Message to youth / Future outlook

■ About Naruhiro Suzuki

[Company] Futatsuya Mochi Kakuoya Honten Co., Ltd.

[Brand] ISEKADO (Ise Kakuoya Beer)

[Representative] Naruhiro Suzuki

[Founded] 1575 (Incorporated: 1994)

[Location] 6-8-25 Kamihisa, Ise City, Mie Prefecture

[Awards] Gold Medal at UK IBA for 4 consecutive years (2017, 2019, 2021, 2024) – World First

[Media Appearances] Appeared on TV Tokyo's 'Cambrian Palace' (January 2025)

[Official Website]

https://www.biyagura.jp/

■ About the 'Shachomania' Channel

From 'nobody' to 'somebody.'

This series delivers documentary-style, behind-the-scenes access to passionate entrepreneurs, aiming to deliver 'life-changing moments' to viewers. We often see only their polished offices, dazzling successes, and glamorous lifestyles—their 'finished images.' But the true driving force behind their passion lies in the opposite realm: childhood regrets, youthful failures, and gritty, struggling days. The successful figures on screen were once just like you—'nobodies.' Let their raw, authentic lives awaken the dormant 'passion' within you.

■ Background of Channel Launch

In an era of work-style reforms and anti-harassment policies, interactions between superiors and subordinates are increasingly limited to 'instructions' and 'systems,' depriving younger generations of exposure to the gritty 'life stories' of past leaders. Meanwhile, many young people and professionals feel a desire to be passionate but don't know how—fueling a growing thirst for role models.

In response, TradeOn Inc. and the creator collective Jiffy, Inc. (WANCAT) formed a joint production team. 'Shachomania' was launched to visually document not just the 'finished CEO image,' but also their real struggles, failures, and comebacks from rock bottom.

▶ Channel URL:

https://www.youtube.com/@shachomania_official

■ Production Team

Masayuki Koga (Producer) / CEO, TradeOn Inc.

Launched a sales company during university. Joined Relic, Japan's top new venture development consulting firm, as a new graduate, then founded TradeOn Inc. in 2023.

Rin (Producer / Director) / Jiffy, Inc. (WANCAT)

Founded Jiffy in 2021. A creator with over 400,000 social media followers. Frequent media appearances, including BreakingDown6.0. Produces short dramas, commercials, and music videos.

■ Future Plans

'Shachomania' will continue to feature entrepreneurs from diverse industries, releasing videos regularly. The channel will also include links to featured CEOs' recruitment pages and business information, aiming to become a platform connecting viewers with leaders.

■ Company Overview

[Company] TradeOn Inc.

[CEO] Masayuki Koga

[Headquarters] Chuo-ku, Tokyo

[Founded] 2023

[Business] Pro-sharing business, media business

[URL] https://trade-on.jp/

■ Inquiries

Shachomania Production Team, TradeOn Inc.

MAIL: shachomania@trade-on.jp

※ For phone inquiries, please send your contact details to the above email. We will respond promptly.

■ Call for Participants | Turn Your 'Passion' into a Story

'Shachomania' is continuously seeking passionate entrepreneurs across all industries and scales. If you want to share your company's initiatives, strengthen recruitment, or speak directly to employees and youth—please reach out for a consultation.

▶ Participant Inquiry Form: https://forms.gle/kebQGSVDxmLmJ1SW9