COLUMN

[Member Interview #1] D-POPS GROUP President’s Office Member Shane Hetrick

  • Interview
2026.04.09

Overcoming the Language Barrier to Create a More Global Venture Ecosystem

①First, please tell us about where you’re from and your background.

I was born in California, but while growing up, my family moved about a dozen times to various other places in the western part of the US as well as spending seven months in South Korea. As a result, my parents, my younger brother, and my two younger sisters were the only stable figures in my life, so I had to get used to constant change from an early age. In fact, I can confidently say that learning how to deal with so many transitions had a significant impact on my life.

After moving to the city of Pullman in Washington to attend Washington State University, I earned a dual degree in microbiology and genetics and cell biology. In my freshman year, I became an active member of a Christian community for university students, and even after finishing my studies, I decided to remain in Pullman and volunteer with that group for two years as an intern and then one year as a staff member.

Throughout this period, I enjoyed getting to hang out with friends often, not having many responsibilities, and ultimately realizing my life’s passions. I also gained a number of critical skills which I would soon utilize in my career: developing relationships with people from both similar and different cultures, guiding and coaching university students through strategizing how to tackle their personal problems, facilitating group discussions, and—perhaps most importantly—learning how to learn.

②How many years ago did you arrive in Japan? What was your reason for moving here?

Towards the end of my time in Pullman, I started to meet more and more international students from various countries, and even met a student from Kansai Gaidai University in Japan, who even became my roommate for one semester. All of them suggested very seriously that I would make an excellent English instructor, and I became quite interested in the idea of starting a brand new adventure. Looking back on it now, I suppose I had also grown restless in my relatively safe and predictable life.

First, I began working part-time at my university’s affiliated TEFL (Teaching English as a Foreign Language) program for about half a year, and then started to look into different options to live abroad as an English instructor. In the end, I was offered a full-time position as a dispatch worker through a small English teaching company in Japan, and in August 2015, I moved into a Japanese family’s house in Tokyo. I had met their son while he was studying abroad at my university, and his parents graciously offered me a place to stay when they heard I would be moving to Japan.

I began facilitating English lessons at elementary and middle schools, trade schools, hospitals, hotels, and various other companies throughout the Tokyo area. Some were large classes with 10 to 20 children or young adults, while others were 1-on-1 with businesspeople, and I soon became capable of teaching English to Japanese people of all ages.

③Why did you join D-POPS GROUP?

During my first year of teaching English full-time in Tokyo, I encountered a local branch of the same Christian university student organization in which I had been involved before. They were low on staff, so I volunteered for them and moved into their community house while continuing to teach English part-time at various places. I met a young woman from China through this group, we got married, then we had a daughter and were expecting a baby boy.

During the months leading up to his birth, I was actively searching for a full-time job to provide for our family's finances, since my wife would soon go on maternity leave and she was our main breadwinner at the time. Then, a recruiting partner of D-POPS GROUP found my profile while looking for someone with English teaching experience and a Japanese driver's license to be hired as an English-speaking chauffeur for the CEO, and offered me an interview.

While I was somewhat intrigued by the prospect, the position was very different from what I had been searching for. However, once I met President Goto at the interview, something inside me changed. I was deeply impressed by how he listened to me and was genuinely interested in me as a person, and when he spoke, I immediately believed in his vision. So, last November, I decided to join D-POPS GROUP and play even a small part in creating a society that will support my children to take risks, learn, and grow.

④What kind of work are you doing at D-POPS GROUP?

I was originally hired to help President Goto to improve his English through natural conversation while riding in the car. While that is my highest priority, I quickly recognized that within the flexible and swiftly-changing scene of a startup, I couldn't limit my role in our company to such a narrow task.

When I’m not driving, I was given the primary task of translating the articles on our company website from Japanese to English. From time to time, I also get to use my native English skills for corresponding with foreign guests and welcoming them to our office.

As much as I can, I try to help out the other members of the President's Office, too. After all, the more work they can delegate to me, the more work President Goto can delegate to them, which frees him up to do more of the things that only he can do. I receive and send letters and packages, order various supplies, issue entry passes to our office, and handle other light administrative tasks.

⑤As you drive President Goto around and help him practice his English in the car, have you gotten used to driving in Tokyo? Has President Goto’s English actually improved? Ha ha…

The car that President Goto chose for our company vehicle has a number of premium features that make it easier to drive safely in city traffic. It also helps that I’ve been driving for many years, so even though the streets in Tokyo are much more crowded and narrow than the roads in the US, I have been able to get used to driving here. In fact, I am always delighted every time I have the chance to drive President Goto to his various meetings and appointments and learn something from his wise words.

And yes, as President Goto is using English more consistently, he is more capable of recalling the foundation that he built as a high school and university student in the US and the UK. All I’m doing is providing him with an atmosphere where he can comfortably practice and supplying him with correct vocabulary and natural English phrasing when appropriate. He has been making steady progress, and is definitely more visibly confident when speaking English compared to a year ago. However, he often likes to encourage me by saying that he wishes his English would improve as fast as my Japanese, ha ha.

⑥You seem to have a proactive stance towards speaking Japanese with everyone around you in our office. When did you learn Japanese? Is the Japanese business lingo that we use here difficult?

While I was living with that Japanese family during my first year in Tokyo, they helped me learn the fundamentals of everyday conversation, and I became capable of basic communication. However, after I moved out of their home, my Japanese level essentially stagnated, since the only time I spoke it was in the exact same situations in daily life and did not usually seek out opportunities to study and improve my language abilities.

After joining D-POPS GROUP last year, I found myself in a Japanese work environment for the first time in my life, so there have been countless moments where I’ve been challenged and stretched. It’s not just that business Japanese is difficult for me to learn, but also that I had virtually no experience in the business world before starting this job. As a result, while I’m trying to pick up polite Japanese phrases that are commonly used in the office, I’m also learning about the concepts, situations, and systems behind those phrases at the same time.

I want to provide as much value to D-POPS GROUP as possible, since I understand that I can contribute to society more this way. To that end, I have undertaken a lot of challenges and overcome almost as many obstacles, thanks to the patience and understanding of my excellent and gracious coworkers, though there are still many more to go. And I want to tell everyone within our Venture Ecosystem that I am always happy to practice my Japanese, so when you see me, please don’t hesitate to say hello!

⑦What differences have you felt between living and working in Japan compared to the US?

In my opinion, the biggest way that life in Japan is different from life in the US is the perception of peer pressure. From what I’ve seen over the past ten years, Japanese people seem to be very considerate of other people, to the point that they try to remain aware of the outward behaviors and even the unspoken feelings of the people around them. In addition, they usually have a deep reverence for common courtesy, harmony, and consensus, and would rather inconvenience themselves than voice an opinion contrary to the majority. On the other hand, Americans place a very high value on the personal independence of the individual. From a young age, we are taught that we should think before we copy what everyone else is doing, and we prize uniqueness above uniformity.

There are obviously many reasons why these two cultures are so opposite, but I think one primary root may be the lack of livable space in Japan combined with the history of frequent natural disasters here. When the threat of earthquakes, tsunamis, or other dangers is always near, and your neighbors live so close that a house fire can spread to surrounding buildings almost instantly, it becomes critical to maintain amicable relations with all the people you interact with on a regular basis, so that you can rely on their help in an emergency, rather than watch them gleefully loot your belongings as you lay dying.

I’ve also noticed some smaller contrasts between Japanese and American lifestyles that our readers may find interesting. For one, Japanese tend to keep their social circles cleanly distinct from each other, so family, acquaintances, and coworkers rarely mix. Americans, however, are much less shy about introducing family to their friends and colleagues who are close to them, so I’ve had to get used to knowing next to nothing about my team members’ personal lives, even though I talk with them all the time. Another is that while most Japanese eat rice at least once a day as part of their diet, Americans aren’t usually loyal to a single staple food, and will even eat meals that contain no staple food at all.

Finally, this isn’t necessarily a major difference between Japan and the US, but rather something that’s starting to change in both cultures. Until recently, fathers did not usually take a long paternity leave. However, I decided to take advantage of the Japanese government’s childcare provisions to stay with my wife and children at my parent’s house in the US for much of December and January. My coworkers at D-POPS GROUP were very supportive, and though I’ve heard horror stories of fathers at Japanese companies coming back from paternity leave to find their position relocated or minimized, in my case there was nothing of the sort.

⑧After joining D-POPS GROUP, you have been working on the English version of our company’s website. What are your most important considerations for writing English translations?

First of all, I try to imagine the audience who will be reading these translations. They could be executive members of foreign companies thinking about expanding their business into Japan, or venture capital investors looking for a good return from a Japanese startup, or even members of D-POPS GROUP or our partners who simply want to practice their English reading ability. This affects the word choice and overall tone of each article I translate, and also helps me decide how to convey phrases or ideas that have no direct translations.

Next, I do my best to paint a clear picture of the mission, vision, and values of D-POPS GROUP and our leaders in such a way that anyone who reads the pages of our website in English will be able to sense them through what parts are emphasized and even through the vocabulary I use. After all, I believe that the energy surrounding us really is special, so I hope to share as much of that spark as possible with our readers.

Finally, since I am still quite far from being bilingual, I would not be able to accomplish the task of translating our website without the support of our corporate advisor, Genta Sugihara. Without his wisdom, experience, and especially his deep knowledge of startups and corporate venture capital, you would not be reading this now. Not only with translation, but he has also given me invaluable advice on navigating the unfamiliar world of working at a Japanese company, and I can’t express in words how much I sincerely appreciate him.

⑨In August, we hosted a group of delegates from the Japan-America Student Conference. You helped to create English presentation materials that were oriented towards students, and also did a little bit of interpretation on that day. What were your impressions of all the work that went into making those materials and what you experienced on the day of their visit?

That event was my first taste of getting to work more closely with President Goto, and it was definitely awe-inspiring to witness firsthand how much thought and effort he puts into anything he does. He was put in a position where he was out of his element, and I would guess that is not usual for someone at his level of professionalism. But even in the midst of a situation like that, he was able to think strategically about what he could do in the limited time before the presentation, and also what was not possible.

For example, I first prepared a script for him that might have seemed quite impressive to an academic audience in an English-speaking country. However, it contained a significant amount of high-level vocabulary he was not familiar with. President Goto pointed out to me that since he did not have a long time to prepare, it would be better for him to focus on practicing fluently speaking words he already knows than on learning a bunch of new words. Then we went back and forth over the next several weeks, refining his script and his presentation slides until he was satisfied with them. This was also an educational experience for me, as I learned that being able to reach a state of 90% perfection in a timely manner is much more important in a business setting than finally getting to the point of 100% perfection long after the deadline has already passed.

When the students arrived at the Shibuya Hikarie Building, I had the honor of showing them around various parts of our inspirational office space and explaining their significance in English. Then, after we listened to President Goto and Advisor Sugihara share their lectures, I was supposed to help interpret for the students and our company leaders, but it turned out that between President Goto’s English skills and the Japanese ability that several of the American students had, I hardly needed to say anything. Given my work background in connecting with university students, I was so happy to see a deeper understanding of the value of entrepreneurship dawn on their faces over the course of our time together.

⑩What kinds of activities at D-POPS GROUP do you hope to participate in from now on?

My knowledge and experience in the venture capital business is still almost zero, but someday I hope to be a more active participant in the process of welcoming new partners to our Venture Ecosystem. Over the past couple of months, I’ve been given the privilege of facilitating communication between the members of our CVC team and a pair of foreign entrepreneurs who want to more firmly establish their business in Japan. This has been exhilarating for me, and I want to increase my capabilities in this regard.

Besides the CVC team, I hope to support any other conversations that take place between members of our Venture Ecosystem and non-Japanese speakers. One of my personal goals at D-POPS GROUP is to utilize my English skills to serve our expansion onto the global stage. In accordance with that, I want to keep myself available as an asset anytime there is a need for a native English speaker. Speaking of which, I'm hoping to start some English-related activities within D-POPS GROUP's Ecosystem sometime soon. If anyone is interested, please feel free to contact me!

Beyond this, I’d really like to continue improving my Japanese language and business skills to the point that not only am I a professional English translator for D-POPS GROUP, but also that I prove to be truly useful in other areas. I’m excited to see what I look like after another year of working here!

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[Entrepreneur Interview #18] Fuminori Akamatsu (opzt) – Part 1
Building Trust with Major Corporations and Creating a Staffing Business that Develops Human Resources In this first installment of a two-part interview, we asked Fuminori Akamatsu, opzt, Inc.’s founder and CEO, about their business operations, how they build trust with major corporations, their expansion into the technology sector, human resource development, and their approach to the generative AI era. (This interview was conducted in August 2026.) ◆Introducing a Nationwide Business with 5 Locations, Centered on HR and Technology Sugihara: Currently, 26 group companies belong to D-POPS GROUP. Today, we are interviewing Mr. Fuminori Akamatsu, president of opzt, Inc., which joined the group in 2018. Thank you for your time! First of all, although it is posted on your website (available in Japanese only), could you give us an overview of your business in your own words? Akamatsu: Our core operations are centered around two main pillars: our HR business, which includes staffing, recruitment, and outsourcing; and our tech business, which handles the IT technology sector. Since our founding, we have provided HR services primarily for the telecommunications industry, focusing on administrative roles, call centers, and sales and promotional support. We currently operate out of five locations—Osaka, Tokyo, Nagoya, Shikoku, and Fukuoka—with many team members working throughout Japan. Recently, we have been focusing not only on conventional HR services but also on the IT technology sector, rolling out highly specialized HR services for roles such as AI specialists, data scientists, and infrastructure engineers. Currently, we mainly provide System Engineering Services (SES) and operate on an outsourcing and contracting basis, but in the future, we hope to develop and release our own in-house products. Sugihara: By the way, could you tell us the origin of your company name? Akamatsu: It originally came from the desire for our company to be our clients’ first choice. However, the word “choice” itself implies picking from a variety of options, whereas “opt” carries the nuance of proactively selecting something, so we embedded our desire to become that kind of company into the name. Since there was already a famous company called Opt, we wanted to avoid using the same spelling. We added ‘z’, the last letter of the alphabet, to make a new word which we gave the meaning of “the ultimate, best company”. Sugihara: So you drew inspiration from English and coined a new word to make your company’s name. About how many employees do you have in terms of the scale of your staffing? Akamatsu: Including both our headquarters staff as well as all of our dispatch employees, there are currently about 550 people registered with our company. ◆Building Trust from Year Two: Forging Bonds with NTT Sugihara: You have a very large pool of talent. How do you go about connecting with the clients where you dispatch your employees? I’ve heard before that you have many clients related to NTT. How did you manage to get your company involved with such a massive corporation? Akamatsu: A major factor is that when I was working as a corporate employee, I was given a lot of responsibility within NTT Group. Even though I was really just a young kid at the time, various key figures took me under their wing, allowing me to build not only business relationships but also deep interpersonal trust. Later, when I decided to start my own business, an NTT executive who had been a great mentor to me said, “If you’re going independent, I want to support you,” and offered to help me as an advisor. While that’s not the only reason, when I launched my business, former colleagues and other excellent individuals within NTT helped me out in various capacities. Because many of these individuals had long-standing trust, networks, and lots of personal connections with major companies like NTT, leveraging those connections to establish business deals became our starting point. And then, truly miraculously, we were able to sign a contract with NTT at the very early stage of our second year in business. Given that we didn’t have a Teikoku Databank rating at the time and weren’t yet the kind of company that they would typically even look at, I think our dealing with NTT was quite the exception. Sugihara: I believe your clients include other major corporations besides NTT. Many startups struggle to establish working relationships, so how did you and your management team pave the way for that? Akamatsu: We were truly fortunate to do business with a massive company like NTT in our second year, as it allowed us to learn through trial and error the difficulties of working with large corporations (things like information management, compliance, and talent quality). Because we were able to build a certain level of trust with NTT and establish an organizational framework for engaging with major companies, we were able to apply that to other large corporations, which helped us to get up and running relatively quickly. As has been the case for a while, rather than sales strategies that simply win contracts, we value strategies that focus on how long we can sustain those contracts. I believe our ongoing transactions with major companies like NTT and Docomo are the result of gradually building things up, one step at a time. Sugihara: What do you specifically pay attention to in order to maintain business with major corporations, or what do you think is the reason you enjoy such favor with your mentors? Akamatsu: I truly believe it’s the accumulation of consistently keeping small promises. It’s about trust—ensuring that the quality of our talent, compliance, and information management are solid, as I mentioned earlier. When a problem occurs on-site, we don’t hide it; we report it immediately and communicate how we will improve as a company. The larger the company, the more they scrutinize these aspects. So, we immediately and thoroughly address each issue. Our employees also strictly adhere to this principle, and I think the accumulation of all these efforts is what makes us stand out. We started from nothing, and while our initial entry point may have been personal connections, I don’t believe business relationships last this long purely on personal ties. It’s all about the cumulative effort. ◆From Routine Tasks to Highly Specialized Fields: Differentiating Their Business in the Era of AI Sugihara: I have the impression that your services have pivoted over these past 13 years. In particular, you recently started a tech-related staffing business. How are you differentiating yourselves in that area? Akamatsu: We didn’t originally set out with a conscious decision to pivot. Rather, as we kept our eyes on the HR market, we realized that routine and standardized tasks would inevitably become automated by AI. At the same time, we saw market movement showing an increased demand for talent capable of utilizing AI, such as data scientists and professionals in the AI and data fields. Our company realized about three or four years ago that if we just continued our traditional HR services, we would definitely be weeded out, so we knew we had to focus on high-growth sectors. However, we felt there was no point in doing the same thing as conventional SES companies. Therefore, we are specifically focusing on areas that directly tie into a company’s competitiveness moving forward, such as AI and data engineers, data scientists, and talent within the infrastructure field who can support data centers. Additionally, rather than only hiring individuals who already possess high skills, we are running a parallel initiative where we hire high-potential individuals with no prior experience, educate them, and develop them into specialized professionals while they gain practical experience. I believe combining the know-how we’ve cultivated in the staffing industry with specialized expertise in the technology sector is our unique point of differentiation that other companies don’t have. Sugihara: Your focus on the data center field, as you just mentioned, is definitely the right move. I’ve seen news from the US where, despite an increase in IT engineer layoffs, the demand for electricians is surging, to the point where even certified public accountants are quitting to become electricians or plumbers. I simply thought it was about having a tangible trade, but it turns out these jobs are related to data center construction. I hear there is a severe labor shortage, and while Japanese manufacturers are profiting from semiconductors and servers, there's also an ultimate demand for the people who actually install them. Akamatsu: That’s exactly right. In Osaka, in particular, data centers are rapidly increasing as backups for ones running in Tokyo. They are currently being built at a rapid pace with the idea that even if Tokyo falls, data can be protected in Osaka. Because these facilities require 24-hour monitoring and are often located in remote areas, telecommunications carriers are constantly struggling with labor shortages. We decided we wanted to tackle this head-on and are putting significant effort into it. I may use AI quite a bit myself, but people really are starting to use AI more and more. ◆Hiring Strategies and Educational Programs to Become Clients’ First Choice Sugihara: Now, I’d like to ask about acquiring the talent you actually dispatch to the clients receiving these services. I’ve heard of companies even within our own group that are struggling with recruitment. With costs rising and a shrinking talent pool to begin with, how is opzt tackling this? Akamatsu: Not to say it’s going perfectly well for us either, but we make a point not to rely on just one recruitment method. Our defining characteristic is that we use a mix of multiple recruitment channels—job boards, recruitment agencies, referrals, social media, and hiring events—depending on the job role and region. More important than that is becoming a company that applicants actively choose. Today’s job seekers look closely not only at the salary and job description, but also at what kind of experiences they will gain after joining, how it will lead to their future career, and how the company will treat them. Because of this, we make sure not to just say the good things, but to honestly explain everything: the job content, workplace environment, and expected roles. We place more emphasis on ensuring that the people who join us can thrive and work with us for a long time, rather than just focusing on the sheer number of hires. Sugihara: That’s wonderful. You mentioned that when people join opzt, you don’t necessarily just hire those who already possess high skills, but you also have programs to educate your employees. Could you elaborate on that? Can someone with no background in technology really become the kind of talent dispatched to that sector? Akamatsu: As part of our fundamental training, in addition to basic education on business etiquette, information security, and compliance, we conduct training tailored to each assignment. Especially in the tech sector, we don’t just have them learn online; we prioritize getting them to a point where they can use what they’ve learned in actual practice. We do this by creating assignments for them to present, supporting their acquisition of certifications, and pairing this with follow-up support from senior engineers. Furthermore, we believe that the ability to report, communicate, ask for help, and to understand a client’s intent is just as crucial as technical skill. So, we adjust our programs for each individual to cover these areas as well. Our goal is to develop talent that makes clients say, “I want to request this person for the job again.” ◆The Era of AI Agents: Stormy Seas or Smooth Sailing? Sugihara: Now, for this kind of staffing business—especially within the tech talent sector you’re focusing on—generative AI, and more recently, agentic AI, is a point of concern. Do you view this trend as a tough situation, or an opportunity? What countermeasures or approaches are you taking? Akamatsu: I think it’s definitely a storm and a critical situation, but more than that, I consider it a massive opportunity. As I mentioned earlier, standardized and routine tasks are increasingly being replaced by AI, and I can already feel that replacement happening in reality. However, if we just continue with the same kind of HR services we’ve offered up to now, I believe our company will undoubtedly disappear. On the other hand, I can feel a steady, upward trend in the demand for talent who can utilize data, talent who can implement AI into businesses, and talent with the level of communication and interpersonal skills that AI cannot replace. In that sense, if opzt itself can change and ride this wave, I believe we could be catching a very massive wave indeed. At our company, we are trying to develop talent capable of using AI even in non-engineering roles like administration, management, and recruitment, beyond just AI specialists and data scientists. By educating people to be on the side that uses AI rather than being used by it, I hope to create a differentiation strategy not found elsewhere. ◆Three New Initiatives for Further Growth Sugihara: Thank you. Are there any specific new initiatives you are currently working on for the further growth of your business? Akamatsu: There are three main things. First, as we discussed earlier, we are prioritizing the growth of our AI and data business, as well as the infrastructure sector surrounding data centers. Second, instead of dispatching individuals one by one, we are steadily increasing contracts with higher added value through outsourcing, where we provide support as a team. Third, even within our existing HR services, we are utilizing AI to enhance productivity in tasks such as recruitment, interviews, and staff follow-ups. Sugihara: Are there clients who need an entire team to be dispatched? Akamatsu: There actually are. Right now, engineers with those specific skills are either no longer available, or their rates have become expensive. So, we are seeing an increase in cases where we form and dispatch a team combining experienced professionals with the young talent we are training. As they grow, we add the next wave of new staff to the team, creating a cycle of continuous on-site training. Sugihara: I see, the younger members gain experience working alongside their mentors on the same job and in the same field with the same client, building their skills to eventually become leaders themselves. Akamatsu: Right. Our clients are also unable to train such talent themselves, so there is a strong demand to outsource the whole process to us. While this system can make things difficult sometimes, it allows our company to bring in inexperienced individuals, so we have recently been proposing to send whole teams to client companies quite often. Sugihara: Indeed, while sending someone individually helps that specific person build skills and experience, it raises the question of whether know-how is accumulating within the company itself. Usually, that person would have to come back and act as an instructor for internal training. But that training time doesn’t translate to revenue right away. Instead of making them just play the role of a teacher, they are essentially providing on-the-job training for younger members while both are getting paid by the client, and they themselves learn something through that, as well. Akamatsu: Exactly. So we are rapidly expanding this method right now. Interview conducted by D-POPS GROUP’s advisor Genta Sugihara. opzt, Inc. Company President and CEO: Fuminori Akamatsu Address: 5F Nomura Real Estate Building, 4-2-12 Honmachi, Chuo Ward, Osaka Established: September 10, 2013 Website: https://opzt.net/ In the second part of the interview, we discuss: ・President Akamatsu’s experience as a musician and how he applies it to business management ・The catalyst for founding opzt, its 13-year trajectory, and organization building ・“SELEBRO”, the entertainment business he launched after a serious illness ・The story of joining D-POPS GROUP and his resonance with realizing a Venture Ecosystem ・opzt’s 5-year vision and a message for the readers ・And other topics
  • Group Companies
  • Interview
2026.08.31
[Founder Interview #7] Naoto Tomita (Adora Inc.) – Part 3
The Three Values of Sunny, System, Solid: Building a Company to Solve Societal Issues with a Global Team In Part 3, the final installment of this three-part interview series, we take a close look at the people and culture of Adora Inc. Why did the development team, led by the CTO, Mr. Saurabh—whom President Tomita met in India—choose to join an unknown startup? We also cover the bonds President Tomita formed with the friends he met during his study abroad in Estonia, and their three corporate values of “Sunny, System, and Solid.” (Note: This interview was conducted in June 2026.) ◆Office in Kinshicho: A Choice Driven by Human Connection Sugihara: We are conducting this interview in a room in an apartment building in Kinshicho. It feels very cozy, complete with flowers. I understand you moved here this spring, but why did you choose this location? Tomita: There are a few reasons. Naturally, accessibility for all team members played a role. But on a personal level, I felt Kinshicho was a better fit than a high-profile area. Kinshicho is thriving enough to have five Starbucks locations, yet it maintains a remarkably down-to-earth atmosphere. Personally, I enjoy drinking alcohol together with the team—in moderation, of course—to deepen our bonds and boost our collective drive to push forward. So Kinshicho’s nearby izakaya pubs and convenient access made it the ideal spot. ◆Building a Team in Their Mid-Twenties Who Will Change the Future Sugihara: Your team has gradually expanded over the past six months. Could you share your current team structure, to the extent that you can disclose? Tomita: We remain a small company with around ten regular employees, and our core members are rather engineering-centered, but we’ve also welcomed new employees to handle HR, business development, UX, and public policy. Back-office members have also joined, and our functional roles are taking shape. It’s a young team, with an average age of around 26 to 27. We also have a lot of university student interns, so including them makes the overall average even younger. Sugihara: It’s really a team built to change the future. Starting with co-founder and CTO Saurabh, with whom I’ve had the chance to get a drink together, your development team consists of Indian engineers. Is their technical capability seriously on another level? And why did they choose to join a Japanese startup? Tomita: Individual capabilities matter far more than nationality, of course, but all our team members from India possess outstanding technical skills, paired with exceptional commitment and passion. They have a strong sense of ownership and a drive to build great products. Sugihara: They must be wonderful individuals to be not only highly skilled, but also diligent and passionate as well. Tomita: Indeed. I believe Saurabh’s character is the reason for that. Because he is a great person, great people naturally gather around him. Sugihara: Why did Saurabh and the Indian engineering team join Adora back when it was an unknown startup, long before your partnership with au? Tomita: Saurabh and I met at a cafe in India. Back in my student days, I worked a part-time job serving coffee and tea at that shop, and he was a regular customer. Our relationship started purely as friends. Through that connection, Saurabh brought together his colleagues and younger students from his university. Sugihara: So, it all started after you met at a cafe in India! Was it easy for Saurabh to join the company? Tomita: Initially, he kept his other job, but he was committed full-time to our company in the very early stages. Because he trusted me enough to bet on us, I constantly feel the responsibility to work hard and live up to that trust. He is someone who deeply values believing in people. ◆Making Udon Together in a College Dorm in Estonia Sugihara: Among your team members across various roles, some are friends you met during your time studying abroad in Estonia. What are they like? Tomita: Indeed, I met both our current UI/UX head and our HR head back in Estonia! At our dorm, we even made udon together while talking about how much we missed Japan, ha ha. Not only with them, but with all of the people in our company, there are countless moments when I genuinely enjoy working together and that I want to do my best for them, and I personally treasure that feeling. There are many things I cannot do alone, so I am deeply grateful that we complement each other as a team. I want to continue building on the foundation of what can only be accomplished together as a collective unit. ◆Formulating Three Core Values: “Sunny, System, and Solid” Sugihara: I understand that together with those teammates, you recently formulated your mission and values. Could you introduce them to us today? Tomita: Not too long ago, we began trying out three values as our guiding slogans, and then officially put them into practice starting this fiscal year. All three begin with the letter “S” to keep them memorable: “Sunny, System, and Solid”. “Sunny” means acting in a way that makes others feel that working with us is enjoyable and makes them want to support our journey. “System” is inspired by Toyota’s philosophy: “Don’t blame people; improve the system, instead”. When an issue arises, if the people involved start to blame each other, the individuals who are accused of fault will feel rejected. But when you make the mechanism—rather than the person—the target of discussion, it opens the door to constructive dialogue on how to improve. Because our business carries societal responsibility, we need an environment where mistakes can be identified openly while maintaining psychological safety. “Solid” means doing things right and executing steadily to completion. Being a startup is no excuse for shortcuts. Partnering with established corporations and local governments means that delivering on our promises is the most vital source of our reputation. Sugihara: That is excellent. For a security service partnering with established corporations, adopting “Solid” as a core value makes complete sense. ◆Intentionally Postponing the Corporate Website Sugihara: By the way, while Adora has a dedicated service website for Kodomamo, you don’t have a standard corporate website yet. Given the importance of having a place to show off your philosophy and company culture, was postponing it an intentional choice? Tomita: Since our early days, our mindset was that if we had the time to do something like build a corporate website, we should use that time to better please our app users instead. We operated with the mindset of fixing bugs before bothering to make a website. However, moving forward, we recognize the need for a corporate site that serves as a welcoming front door to recruit new teammates and scale our operations. While we might have seemed like a mysterious entity until now, ha ha, we plan to publish a website soon. (Note: Adora’s corporate website is now live at https://corporate.kodomamo.com/en) Sugihara: So, you were prioritizing product development above all else. There are definitely some startups with flashy corporate sites that lack underlying substance, ha ha, so I agree that focusing on delivering real value was entirely the right decision. ◆Goals for 2026–2027 Sugihara: What are your primary goals and major milestones for this year heading into next year? Tomita: Domestically, we want to further strengthen our sales through mobile carrier retail shops. Having reached approximately 300,000 users, we aim to grow that number to 500,000 and beyond. Internationally, we plan to determine our product-market fit in Taiwan to establish a repeatable success playbook, and then use it to drive expansion into countries such as Indonesia and the UK. We want the numbers for our domestic and international results to raise expectations both inside and outside the company. Furthermore, we aim to engage a broader network of stakeholders. Including collaborations with government ministries, our goal for this year is to demonstrate expansion that creates large-scale social implementation and impact. At the same time, establishing our culture and executing our values in a “Solid” manner remains crucial. We plan to expand our workforce thoughtfully while building a strong, healthy organization. ◆Realizing a Venture Ecosystem Sugihara: Finally, D-POPS GROUP’s aim is to realize a “Venture Ecosystem”. What aspects of that vision resonate with you? Tomita: I resonate with it strongly in all areas. No single individual or company can solve complex social issues or generate massive social impact alone. Just as a company cannot be built by one person, addressing societal challenges requires collaboration from various stakeholders beyond individual corporate boundaries. It takes more than just the startup itself—they need investors to back their vision, major corporations to partner with them to bring that vision to society, governments to support causes that benefit the public, and universities to collaborate with them on joint research. I believe we can only solve significant societal challenges by involving all of these stakeholders together. From our founding, Adora Inc. initiated joint development with the Aichi Prefectural Police and partnered with universities, making sure that our company was working not only for ourselves but for our surroundings, as well. Moving forward, we aim to build the ecosystem necessary for safe communication environments for children and families, protecting people from crime. I think our efforts will serve as a good example within the broader Venture Ecosystem. Sugihara: D-POPS GROUP aims to build a platform where diverse partners build an ecosystem together that generates shared value. Tomita: Exactly. It’s the principle that creating value for the ecosystem ultimately returns benefits to everyone involved. I wholeheartedly agree with that idea. ◆A Message to Readers Sugihara: Finally, do you have a message for our readers? Tomita: We’re strongly committed to deeply impacting society. We would be delighted to work together with anyone who shares that vision, whether they be a team member, a shareholder, or whatever relationship we have. D-POPS GROUP is a wonderful shareholder, and I highly recommend them, ha ha! And Kinshicho is a fantastic town, so please come visit us! Interview conducted by D-POPS GROUP’s advisor Genta Sugihara. Adora Inc. Company President and CEO: Naoto Tomita Address: Setagaya Ward, Tokyo Established: July 2023 Kodomamo App Website: https://www.adora-app.com/ Please check out Part 1 and Part 2 of this interview if you have not already!
  • Interview
2026.07.27
[Founder Interview #7] Naoto Tomita (Adora Inc.) – Part 2
Educational Settings, Global Expansion, and New Services: The Full Picture of Social Implementation Envisioned by Kodomamo In Part 2, the second installment of our three-part interview series, we explore how Kodomamo expanded beyond au into partnerships with the other two major Japanese mobile carriers, NTT Docomo and SoftBank. We also cover the current status of its global expansion into South Korea and Taiwan, initiatives for schools via “Kodomamo for School,” and its entry into a new area: fraud prevention for adults. (Note: This interview was conducted in June 2026.) ◆Post-Integration Performance and Reception Sugihara: How has the reception for Kodomamo been since its integration into au’s service plan? Could you share with us any details regarding signup rates and feedback from the field, to the extent that you can disclose? Tomita: Thanks to the in-store guidance provided at retail locations, the percentage of users actively starting to use Kodomamo has been steadily rising. Our metrics also show that users who try it are continuing to stick with it. We genuinely feel it is being received as a high-quality, valuable service. There is still plenty of room for improvement. We are continuously developing new features and refinements to make it even easier for sales staff at various locations to offer it, and in the future, we also plan to ask for further feedback from those on-site personnel. While more comprehensive feedback from end users and sales personnel will come in over time, the numbers are already showing very positive trends. Specifically, among subscribers to the U12 Value Plan, the proportion of users who register for Kodomamo has been gradually increasing when compared to immediately after the app was released. Sugihara: Do you think it’s because on-site sales staff have become more accustomed to explaining it, and some are now using it personally, making it easier for them to recommend? Tomita: I believe that plays a part. On our end, we’ve also made ongoing improvements, however modest. Early on, when users signed up at mobile phone stores, some mistakenly registered for a standard paid subscription through the app store, even though it was already built into their mobile plan, so they should have been able to use it for free. Accordingly, we updated our onboarding process to ask where users came from, creating a dedicated setup flow specifically for au customers to keep things clear and streamlined. As a result of these improvements, those issues have decreased significantly. We’ve really been improving iteratively as we run. Sugihara: Indeed, operational refinements are just as crucial as the level of completion when it comes to expanding an app’s user base. ◆Expanding Collaborations with All Three Major Mobile Carriers Sugihara: It’s already impressive enough that your app is getting featured at au shops, but we understand that referrals and distribution are now expanding across retail shop networks for NTT Docomo and SoftBank as well. How is the collaboration going with those two companies? Tomita: Because we operate with the mindset of solving a major social issue, partnering with multiple telecom carriers was something we aimed for from the very beginning. Our retail distribution first started in Docomo Shops, followed by official integration into au’s rate plan, and now SoftBank offers it at all of their stores as well. Of course, getting that all set into place required extensive operational adjustments, and the on-site sales teams worked exceptionally hard. Now, our user numbers are growing steadily, for which we are truly grateful. Sugihara: The referral numbers from SoftBank distributors have been surging rapidly, haven’t they? Tomita: They’re growing so much. Thanks to the hard work of everyone at SoftBank C&S and the dedication of the agency partners, momentum has really picked up since the start of this year. Sugihara: Besides the operational issues you experienced with au, did you encounter any challenges unique to NTT Docomo or SoftBank? Tomita: We were particularly mindful of ensuring our app wouldn’t conflict with services each carrier already offered. For example, SoftBank has its own proprietary security services, so we ran tests to ensure our app’s functions wouldn’t directly compete with or negatively impact their features. Rather than demanding for them to sell our product, we approach partnerships through fine-tuned adjustments that benefit both sides. If bugs or issues pop up on the ground, busy store staff lose the motivation to recommend the app. To prevent that, we always maintain a support system ready to respond immediately whenever anything arises. ◆Current Status of Global Expansion into South Korea and Taiwan Sugihara: Last year, you also launched the international expansion of Kodomamo. Which countries have you entered and how are things progressing? Tomita: We’ve expanded into South Korea and Taiwan. While this brought its share of challenges, the great thing about mobile apps is that you can translate the product, run ads, and conduct small-scale testing with a budget of around 500,000 to 1 million yen. In South Korea, testing revealed a clear, strong demand. The dangerous chat detection feature resonated even more than expected. Initially, we assumed location tracking would be the main selling point, but it turned out that right from the start, detecting dangerous chats was the top motivation for customers. During user interviews, Korean parents worried about things like whether their children were getting involved with illegal drugs. We rarely hear concerns like that in Japan, so that’s definitely one difference between regions. However, KakaoTalk is the dominant messaging app in South Korea rather than LINE, and we haven’t fully implemented complete compatibility for KakaoTalk yet. Since we have a strong feeling that doing so will drive growth, we plan to upgrade that before we start to really advertise our services there. In Taiwan, where LINE is widely used, we are currently acquiring users at a very low cost. Market demand is high, with some parents relying on the app even more actively than in Japan. We intend to put even more effort there going forward. Following Taiwan, we want to expand into other Asian nations like Thailand. Once we support WhatsApp, expansion into various other countries—including Indonesia and the UK—will also be within reach. Sugihara: That’s quite aggressive. You’ve really had a global perspective right from the founding of the company. Tomita: I believe this business addresses a universal need felt worldwide. That has been our target from day one. Naturally, a lot of people here want to support Japanese businesses working hard on the global stage, so we aim to become one of those companies. ◆“Kodomamo for School”: Working with Municipalities and Schools Sugihara: “Kodomamo for School” is your intriguing initiative to partner with local governments nationwide for school environments. I guess it must take a lot more time to see results from this, but could you briefly explain it to us? Tomita: Kodomamo for School is a service designed to be installed on educational tablets used in schools. While the standard Kodomamo is installed on smartphones used by parents and children, the “for School” version promotes the safe and effective utilization of students’ tablets. Its features include issuing alerts upon detecting explicit selfies or grooming behavior (such as exchanging nude photos), as well as website monitoring capabilities. While core functionality remains largely similar to the consumer version, the key difference is that the primary stakeholders are local municipalities and boards of education. Sugihara: Between this and your successful negotiation and partnership with the three major mobile carriers, your corporate credibility has grown significantly. Tomita: We are deeply grateful for that. ◆The Next Challenge: Developing Fraud Prevention Services for Adults Sugihara: Moving on, could you share any details about new services or features currently in development following Kodomamo? Tomita: Right now, we are developing a fraud prevention service for the general public aimed at combating scams on social media. Across Japan and globally, social media and chat-based scams—especially investment and romance scams—have become a severe social problem, with hundreds of millions of yen lost daily. While phone scams are well known, chat-based fraud is equally critical. Our core advantage lies in our ability to detect fraudulent activity within social media environments. While Kodomamo targets children, we are currently hard at work developing a service designed to detect fraud and protect adults. We are pushing to release it as quickly as possible. On the other hand, people who fall victim to scams rarely think to install protection apps on their own, making stakeholder collaboration even more crucial here than with children’s services. We are currently moving forward while gathering insights and feedback from various partners. Sugihara: Considering a service like this, being capable of partnering and collaborating with established companies becomes increasingly essential. Tomita: Absolutely. Although our engineering team is small, bringing unique features to market through social implementation alongside large corporations and local governments is indispensable for solving major societal challenges. ~To be concluded in Part 3~ Interview conducted by D-POPS GROUP’s advisor Genta Sugihara. Adora Inc. Company President and CEO: Naoto Tomita Address: Setagaya Ward, Tokyo Established: July 2023 Corporate Website: https://corporate.kodomamo.com/en Finally, in the third part of the interview, we discuss: ・Building a team in their mid-twenties who will change the future ・Forming their three values of “Sunny”, “System”, and “Solid” ・Realizing a Venture Ecosystem ・And other topics Be sure to check it out here: https://d-pops-group.co.jp/en/column/adora-part3/ In case you missed it, you can catch up on Part 1 of this interview here: https://d-pops-group.co.jp/en/column/adora-part1/
  • Interview
2026.07.23
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