The 1970 Osaka Expo was the first to be held in Japan as a symbol of postwar reconstruction. The first pavilion completed in the Senri Hills was Takara Belmont's ‘Takara Beautillion’, the only sole exhibitor as a small and medium-sized company. The pavilion received a great deal of media coverage, just as the company's founder, Hidenobu Yoshikawa (photo), had hoped: “If we are the first to complete a pavilion in Japan, the media will surely pick it up.” Hidenobu Yoshikawa organized a variety of events during the Expo, including 100 women in bridal gowns parading through the venue and the World Hairdressing Championship. Kisho Kurokawa was selected to design and create a futuristic-oriented pavilion, and Ms. Junko Koshino, who eventually became a famous designer, was chosen for designing the companion uniforms of Takara Beautillion.
Many up-and-coming young talents were discovered at the time. The cost of a single exhibit would have been several hundred million yen at the very least, and Konosuke Matsushita, with whom he had a close friendship, was concerned about this. The success of Takara Beautillion, which swept away these fears, was the result of Hidenobu Yoshikawa's precise strategy and bold decision-making.Panoramic view of Takara Beautillion The success of the Expo opened the door to a wide range of overseas markets, and the company has grown to become a global niche company originating from Osaka. In a TV program featuring the Expo hosted by Akira Ikegami, it was introduced that the company's barber and beauty chairs were used in a salon that is a favorite of the British Royal Family.

Photo courtesy of TAKARA BELMONT