"100 years with Tiger Bamboo in Japan, Sustainable Use of Regional Resources"
Yoshihiro Yamagishi is the fourth generation founder of a long-established bamboo business started in 1894 in Japan called Taketora (Tiger Bamboo) Company, Ltd. This company manufactures many products from this one species of bamboo and through sensational promotion, has attracted attention of the global media including the BBC. The cultural value of Tiger Bamboo has been rediscovered thanks to Mr. Yamagishi’s marketing prowess using brand power as a regional resource. In 2016, he created an electric car woven of tiger bamboo, which traveled around the country to gain attention to the power of bamboo. His message is clear : "living rich with bamboo".