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Satisfry

Modern Asian Potato Chips (2022-)

Satisfry is a potato chip brand developed exclusively for the U.S. market by Koikeya, one of Japan's most iconic snack makers. Born out of the rising Modern Asia trend, Satisfry captures the energy, playfulness, and bold flavors of contemporary Asian food culture, reimagined for the American snacking experience.
Key Contribution:
  • Proposed multiple potential target personas and product concepts. Validated the winning concept through hands-on user interviews
  • Led design direction based on the selected concept, translating the Modern Asia aesthetic into a cohesive and visually compelling brand identity for the U.S. market
  • Explored dozens of flavor concepts and played an active role in directing the actual taste development process, bridging consumer insight with flavor execution

Suntory KIZEN

Bringing Japanese Skincare to the U.S. (2022-)

KIZEN is an all-in-one skincare brand launched in the U.S. market by Suntory. The original brand in Japan was Suntory VARON, Japan's No. 1 men's skincare brand. 
Key Contribution:
  • Led localization efforts for the U.S. market entry, including concept adjustment, target persona development, and brand structure and strategy proposals
  • Identified and engaged First Users (early local adopters) and executed community events to build grassroots brand awareness and validate product-market fit
  • Restructured the D2C strategy and provided ongoing post-launch support, including market adjustments and execution to drive sustainable growth

APT Women:
NY Program

Supporting Japanese Female Entrepreneurs in Discovering the U.S. Market
(2025, 2026)

APT Women New York Program aimed to equip Japanese female entrepreneurs with the knowledge and network necessary for U.S. market exploration. It featured expert lectures, consumer interviews, and panels with successful founders, providing a hands-on learning experience tailored to international business challenges. 
Key Contribution: 
  • Coordinated three key sessions, including a female entrepreneurs panel, U.S. retail basics, and user interviews
  • Led the consumer interview session to help participants understand American consumers and their target personas
  • Facilitated a panel discussion with successful Japanese women entrepreneurs in New York, sharing insights on product development, distribution, and business growth

Stonemill Matcha

Bringing Matcha to San Francisco (2015-2017)

Stonemill Matcha is a premium café in San Francisco that introduced Japanese matcha cafe culture to the U.S. market. The brand blends with a modern California aesthetic, offering high-quality matcha beverages and pastries, for San Francisco locals.
Key Contribution:
  • Led brand development and concept creation based on the IDEO design process
  • Directed menu development and store experience to seamlessly integrate Japanese authenticity with local preferences
  • Built the business strategy and operational foundation for a successful U.S. launch. Executed two POC events

Bokksu

Asian Snack Subscription & E-commerce (2021-2023)

Bokksu is an innovative D2C platform that brings authentic Japanese snacks to global consumers through a subscription box and cross-border e-commerce. The company expanded into grocery and CPG product development, further strengthening its market presence.
Key Contribution:
  • Spearheaded product management across snack subscription, e-commerce, and grocery categories
  • Led private-label snack development and strategic brand collaborations, including Hello Kitty + Bokksu
  • Drove new business initiatives and streamlined U.S.-Japan operations for sustainable growth

Kirin Free

The World’s First 0.00% Non-Alcoholic Beer
(2007-2013)

Kirin Free revolutionized the beer industry as the world’s first completely alcohol-free (0.00%) beer in 2009, providing a new option for consumers who enjoy the taste of beer without alcohol. The launch set a new standard for non-alcoholic beverages in Japan and beyond.
Key Contribution:
  • Led the entire product development effort including formula direction
  • Developed the concept and brand strategy from ideation to launch
  • Managed go-to-market strategy, PR, and TVCF, making Kirin Free a commercial success

Air Restaurant

Connecting Japanese Chefs with the U.S. Culinary Scene
(2018)

ANA Air Restaurant was a global pop-up dining experience designed to connect top Japanese chefs with culinary professionals in the U.S. Through hands-on collaboration, it provided a platform for Japanese chefs to engage with the local food industry, exchange techniques, and introduce authentic flavors to new audiences. Namiko led the concept development and execution, facilitated cross-cultural collaborations, and managed event logistics and strategic partnerships. This project was sponsored by ANA (All Nippon Airways).
Collaborating Chefs & Restaurants: 
  • Lazy Bear (San Francisco) & Miyamaso (Kyoto)
  • Hitachino Beer (San Francisco) & Tenko (Tokyo)
  • Ramen Shop (Oakland) & Ramen Tomita (Chiba)

Consumer Innovation Week

Empowering Asian Consumer Brands for Global Success
(2024)

Stanford Center for Innovation and Design Research: Consumer Innovation Week was designed to accelerate Korean consumer startups, including CPG brands, by providing real-world insights on localization, rebranding, and U.S. market entry. The program featured perspectives from Asian entrepreneurs, local Gen Z consumers, and adopting a global mindset early in the business journey.
Key Contribution
  • Delivered a keynote speech in Seoul and a lecture on on global expansion strategies and product localization for Asian brands
  • Engaged with Korean startups, providing strategic insights on U.S. market entry and brand localization
  • Supported the design and execution of the Consumer Innovation Week program

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