Cross Media Publishing Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Koichiro Ozakawa), a publisher specializing in business and practical books, is pleased to announce that Keiichi Toyoda, author of the globally acclaimed business book 'MUSHIN - The Power of Zero Mindset' (Japanese title not yet decided), participated in a PR campaign in Mexico to commemorate the release of its Spanish-language edition, 'Mentalidad de Samurai'.

On June 23, 2026, with full support from the major local publisher 'VR Editoras', Mr. Toyoda made consecutive guest appearances on three major Mexican radio programs, introducing the Japan-originated 'MUSHIN (Mushin)' mindset to audiences across Latin America and generating significant public response.

Introducing the Concept of 'MUSHIN (Mushin)' on Mexican Radio Programs

On June 23, 2026, as part of a promotional campaign organized by VR Editoras, the Latin American publisher of the Spanish-language edition, Mr. Toyoda appeared live on three major Mexican radio programs in succession, starting early in the morning.

During the broadcasts, he answered spontaneous and enthusiastic questions from local hosts—such as 'How would you describe MUSHIN in one sentence?' and 'How can busy Mexicans achieve the state of MUSHIN?'—through an interpreter. This provided a valuable opportunity to directly convey to local listeners the appeal of the Japanese 'Mushin' mindset as a key to thriving in today's complex business world.

Highlights from the Radio Appearances

Integrating insights from martial arts (Aikido and Iaido), Mr. Toyoda explained that 'Mushin does not mean stopping thought, but rather achieving a state of zero mind that maximizes performance.' His clear and compelling explanations drew admiration from the production teams of the radio programs.

Why 'MUSHIN' Is Gaining Global Recognition

Amid rising global uncertainty (VUCA), interest in 'MUSHIN (Mushin)'—a Japanese-originated mental management approach following 'Zen' and 'Mindfulness'—is rapidly growing among business leaders in Europe and North America.

This book uniquely combines the author’s insights from martial arts practice with practical approaches developed through years of experience in global talent development. With its expansion into Spanish-speaking markets, this movement is gaining further momentum.

Press release announcing the Italian-language edition: https://prtimes.jp/main/html/rd/p/000000777.000080658.html

Press release announcing the Spanish-language edition: https://prtimes.jp/main/html/rd/p/000000794.000080658.html

Thorough Localization: Adapting the Translation for Each Spanish-Speaking Country

The Spanish-language edition of the book is being simultaneously published and distributed in Mexico, Argentina, and Spain.

Notably, while the cover design remains consistent, the translations have been completely customized for each country—reflecting the strong commitment of local publishers to authentic localization, recognizing that 'even within the Spanish language, nuances and optimal expressions vary by country.'

Mexico edition: Adapted to match Central America’s business environment and everyday expressions

Argentina edition: Reflecting the author’s childhood experiences and incorporating South America’s unique intonations and cultural context

Spain edition: Tailored with a sophisticated, Europe-optimized style suitable for Spanish audiences in Europe

Interviews and Media Inquiries with Author Keiichi Toyoda Are Welcome

We welcome media inquiries from journalists and outlets interested in the book’s global impact. Author Keiichi Toyoda is available for interviews, discussing topics such as the connection between bushido, Zen, Eastern philosophy and business, the concept of 'Mushin' as the next evolution beyond mindfulness, and the role of leadership in today’s global society.

Sample Interview Questions:

• What is the difference between mindfulness and 'Mushin'?

• How can martial arts experience be applied to business and leadership?

• Why are Western business leaders increasingly drawn to Eastern philosophy?

• What kind of training is needed for modern professionals to practice the 'Zero Mindset'?

• What daily habits can help cultivate 'Mushin'?

Interviews can be arranged in person or online, based on your preference. For details, please contact our PR department (see contact information below).

Author Profile

Keiichi Toyoda

Representative Director, Spice Up Japan Co., Ltd.

Visiting Professor, Faculty of Global Liberal Arts, Kanda University of International Studies

Born in Saitama Prefecture in 1969, spent five childhood years in Argentina. Graduated from the Faculty of Economics at Sophia University in 1992, then joined Shimizu Corporation. In 1994, he launched a study-abroad consulting business, dedicating approximately 17 years to study-abroad and overseas internship programs. Founded Spice Up Japan Co., Ltd., providing corporate training programs focused on developing global mindsets and leadership, primarily through overseas training. Through group companies, he operates businesses in Singapore, Thailand, Cambodia, and Sri Lanka. In 2018, earned an Executive Master’s degree in Positive Leadership from IE University in Spain. Author of 20 books, including 'MUSHIN', 'The Mindset and Work Style of People Who Act Immediately', and 'Resilient Thinkers Know: Techniques to Stop Dwelling on Things'. Also a martial arts practitioner holding third dan in Aikido and fourth dan in Hisui-ryu Iaido.

[Selected Speaking Engagements]

Keynote themes include 'Global Talent Development', 'Global Mindset', 'Change Mindset', 'Positive Leadership', 'Entrepreneurship', and 'Acting Immediately (Execution Power)'

Book Information (Spanish Edition)

Title: Mentalidad de Samurai (English title: MUSHIN - The Power of Zero Mindset)

Author: Keiichi Toyoda

Publisher: VR Editoras

Markets: Mexico, Argentina, Spain, and other Latin American countries

◆ Related URLs

Amazon: https://a.co/d/0giTSNlj

▼ Cross Media Group Links

Cross Media Publishing Co., Ltd. https://cm-publishing.co.jp/

Cross Media Marketing Co., Ltd. https://cm-marketing.jp/

Cross Media Group Co., Ltd. https://cm-group.jp/

FACT BOX

  • Source: PR TIMES
  • Category: 出版
  • Organizations: VR Editoras