Leaving the Traditional Path Behind
Hiroshi Mikitani didn’t plan on building a tech empire. After earning an MBA from Harvard and working in banking, he seemed destined for a stable, high-profile corporate career in Japan. But when the Kobe earthquake struck in 1995—destroying parts of his hometown—it forced him to rethink everything. He realized life was unpredictable and short, and he wanted to create something of his own. Just two years later, he left banking to start a company in a space that was still barely understood in Japan: online shopping.
Launching Rakuten With a Different Model
In 1997, Mikitani launched Rakuten Ichiba, an online marketplace that would soon become the Amazon of Japan—but with a very different approach. Unlike Amazon, Rakuten didn’t hold inventory or try to dominate sellers. Instead, it created a platform where small and medium-sized businesses could open their own stores, control their branding, and build customer relationships. Mikitani believed in empowerment over centralization, and that decision helped Rakuten grow fast—by growing with its sellers, not at their expense.
Taking Time to Build the Right Ecosystem
Mikitani wasn’t chasing fast wins. From the beginning, he focused on long-term infrastructure—building an ecosystem rather than just a store. Rakuten expanded into credit cards, digital content, banking, mobile networks, and logistics. The idea was to create a full digital life experience under one umbrella. This took time and patience, but it worked. Today, millions of people in Japan use Rakuten for everything from shopping and travel to payments and investing.
Staying Global Without Losing Identity
While Rakuten was dominant in Japan, Mikitani knew that future growth required going global. So the company made bold international moves, including acquiring Buy.com in the U.S., Kobo in Canada, Viber for global messaging, and investments in ride-hailing and fintech. But unlike many companies that lose focus while expanding, Rakuten stayed grounded in its values—customer loyalty, seller partnerships, and innovation. Mikitani even launched an English-only policy inside Rakuten to prepare his team for global work, a controversial but ultimately strategic move.
Focusing on Values Over Hype
Mikitani is often overlooked in the Western tech narrative, but his quiet, long-term strategy has produced real results. Rakuten remains one of the most trusted brands in Japan and is growing its reach in Europe, Asia, and North America. Mikitani avoided flashy launches and hype cycles. He focused on technology, user experience, and strong partnerships, knowing that true success isn’t measured in quarters but in decades.
Building in the Face of Crisis
From economic downturns to natural disasters, Mikitani has navigated many crises. During the 2011 Tōhoku earthquake and tsunami, he personally donated millions and mobilized his company to support recovery efforts. His leadership style—steady, resilient, and focused—has helped Rakuten weather change while staying relevant. He sees adversity as part of the journey and builds with that in mind.
Redefining What Global Business Can Look Like
Hiroshi Mikitani’s journey is a lesson in thinking bigger and longer. He didn’t rush, copy competitors, or chase trends. Instead, he studied what his market needed, trusted his instincts, and built a business that reflects both Japanese values and global ambition. His story proves that quiet leadership, strategic patience, and long-term commitment can have just as much impact as the louder names in tech—if not more.