Yatte Minahare
Embracing the unknown has always been a part of our story at Suntory. We dare to question the status quo, take on new challenges, and we believe that giving up is not an option–because the future belongs to those who dream big.
This spirit of ambition, “Yatte Minahare,” was a favorite saying of our founder, Shinjiro Torii, and it drives us today pursue bold ventures as pioneering entrepreneurs.
When you dare to dream, the journey is never easy. Just as Shinjiro Torii strived to make his dream a reality years ago, we dare to take on “impossible” challenges today. Because we know the most rewarding challenges are the ones we choose for ourselves, like developing a blue rose previously thought to be impossible.
Blue roses symbolize the impossible, because they are something that no one else had been able to produce. However, developing them at Suntory was a way for us to show our “Yatte Minahare” spirit.
We started this “impossible” journey in 1990. Senior General Manager, Yoshikazu Tanaka, PhD was the perfect man for the job. His team of experts worked tirelessly to complete the most fundamental step - isolating blue genes. Within a year, the world’s first blue rose seemed very close. Even after the first batch of roses bloomed in 1994 with very little blue coloring, we were not discouraged.
Because this would not be a “Yatte Minahare” story without some adversity to overcome. And so, even after these initial setbacks, Suntory pivoted and successfully grew blue carnations in the very next year. Finally, in 2004, the world’s first blue rose bloomed with beautiful blue petals—and the impossible was suddenly possible.