Suntory's Osaka DNA: How 'Yatte Minahare' Spirit Built a Global Brand
# Suntory# Osaka business# corporate culture# whisky
Key Points
- ITmedia traces Suntory's roots in Osaka merchant culture
- The 'yatte minahare' (just try it) ethos drove a century of new ventures
- From Hibiki and Yamazaki to global expansion, the Osaka gene persists
Analysis
Behind the world-famous Hibiki and Yamazaki whiskies lies Osaka merchant culture. ITmedia traces how Suntory's 'yatte minahare' — just try it — spirit powered a century of ventures from wine to whisky to health foods. Corporate culture remains the hardest moat to copy.