Shinichi Chiba, Japan

Shinichi Chiba


Shinichi Story

Originally from Matsushima-machi in Miyagi prefecture, when Shinichi was in college his family’s business almost went bankrupt because of the collapse of Japan’s bubble economy. Shinichi helped their business as soon as he graduated from college and rebuilt the business. Afterwards, he joined a start-up in Kasumigaseki, Tokyo to learn about economy and ecology. He returned home and opened ni vu ni Connu cafe in 2005, cafe Loin in 2007, and Shokado Kashi-ten in 2010. However, 6 months after the opening of Shokado Kashi-ten, the Tohoku Earthquake destroyed his stores. He had to close the two cafes due to the damage from the earthquake, but managed to avoid bankruptcy thanks to his popular Castella (cake). He operated a local festival with his peers in 2011, and the festival got a Good Design Award in 2012. His business concept is “Big ni Naru yori Good ni Naru”, which translates to “Before becoming big, let’s aspire to be good.”