For the Planet Inc. — Marketing Strategist
For three decades at Kirin Brewery, Toru Wada created the products that defined entirely new categories. Today he helps companies do the same — creating not just products, but the markets ready to receive them. From Zero to One.
About — Toru Wada
For more than thirty years at Kirin Brewery, Toru Wada led the creation of some of Japan's most successful drinks — and, more significantly, the entirely new markets they came to define.
His record spans four categories that scarcely existed before he entered them: low-malt happoshu, canned chu-hi, alcohol-free beer, and Japanese craft beer. Each began as a question no one else was asking.
That conviction gives his bestselling book its title — Don't Create Products. Create Markets. Through For the Planet Inc., he now brings the same zero-to-one thinking to companies ready to create what comes next.
By the Numbers
Markets Created
The Book
A bestseller distilling 24 of Wada's techniques for creating products — and the markets to carry them. Drawn from three decades at Kirin, it has become a reference for a new generation of marketers across Asia.
What We Do
Our Philosophy
The future is not something to predict. It is something to create.
Throughout my career I have questioned the assumptions everyone called impossible — and brought new market prototypes into the world.
I believe that every product that brings joy, and every business that solves a real problem, begins with one person's deep conviction.
Rather than chasing short-term gain, we seek to build structures of genuine value — for the people we serve, and for this planet.
With those who share this belief, we run alongside them — fully committed — toward a better future.
Tell us about the question you've been carrying alone. Every new market begins with one.