How a Tokyo Maker Excels in Custom-Made Business Without Compromising Price, Quality, or Speed

You and Earth, Co., ltd. is a fully online original custom goods company with no physical storefront and a direct to consumer business model. From custom merchandise such as hair bands, photo frames, acrylic stands, and keychains to even flip-flops, anything that involves printing technology can be ordered with a completely original design.

One of the company’s flagship products is custom neck straps, which can be ordered in quantities ranging from a single piece to several thousand. Even more impressively, the company can accommodate detailed design requests and tight delivery schedules—all thanks to their vertical integration and ability to facilitate on-demand production at an overseas factory.

We had the opportunity to speak with President Masanori Kadota, who frequently travels the globe on business. We caught up with him during one of his short stops in Tokyo.

Going Out of Business, Re-Emerging, and Manufacturing

On the morning of his departure for Brazil, President Kadota sat down for an interview with DHL. A graduate of a science-focused university, Mr. Kadota began his professional career as an engineer. He spent four years working as a production equipment engineer at a manufacturing plant in Thailand, followed by three years overseeing supply chain information systems to support distribution operations.

“I think that probably every businessman starts to reflect on his life and future career after turning 30. It was the same for me.”

In his 30s, Mr. Kadota left his corporate job and launched an information systems company in Thailand. But the road to entrepreneurship proved anything but smooth. Soon after launching the business, demand disappeared, sales dropped to zero, and his funds quickly dried up.

“After I became unemployed and returned to Japan, I found myself riding the commuter train every morning without any clear direction,” he recalls.

What pulled Mr. Kadota out of this situation was a timely call from a former business associate. A previous colleague from his corporate days reached out and asked if he would be interested in working as a subcontractor on a new systems development project. 

This opportunity led him back to Thailand, where he found a foothold for a fresh start. While continuing system development work, he also began selling custom goods. The inconsistency of systems projects—feast or famine depending on the timing—pushed him to explore a more stable business model.

That’s when he launched a custom merchandise sales business, which would eventually become the foundation of You and Earth.

The Ordeal Strikes Again

Running a custom-made goods manufacturing business came naturally to President Kadota. His hands-on experience from his days as an employee and his system development skills formed a strong foundation. From production to distribution, he leveraged his engineering background to operate effectively on the front lines.

But in 2008, disaster struck. A coup d'état broke out in Thailand, with smoke rising across the city as political factions clashed violently. Just a few years later, in 2011, Thailand was hit by a massive flood. Dramatic images of overflowing rivers and submerged factories, particularly those of major automotive and electronics manufacturers, flooded Japanese news broadcasts. The factories that Mr. Kadota had been outsourcing production to were so badly damaged that resuming operations was out of the question.

After this resurgence, however, came yet another series of challenges. International business inevitably brings geopolitical risks—natural disasters, political instability, and more. Mr. Kadota learned this the hard way.

“The decision to have our own factory came about by chance. We hadn’t originally planned on it, but that’s how we ended up building our own facility in China,” he explains.

With the Thai factories rendered inoperable, Mr. Kadota shifted his focus to China. Traveling throughout the country, he eventually found a suitable production base in southern China.

Many companies continue to rely on outsourced factories. But for You and Earth, this crisis became an opportunity—one that led to establishing their own factory, allowing for better vertical integration, improved supply chain resiliency, and much greater flexibility in custom manufacturing.

Unlike outsourced factories, which are often bound by rigid contracts dictating minimum order quantities and strict delivery deadlines, owning a factory eliminated these limitations. This strategic move gave You and Earth a competitive edge that most others didn’t have.

Take their core product, custom neck straps, for example. Orders come in from massive international events such as Expo ’70 and global sporting competitions, as well as from individuals requesting just a single strap. Variations in material, length, thickness, and design are extensive, and every client has different specifications. Thanks to its own production facility, You and Earth is capable of on-demand, agile manufacturing to meet those diverse needs—whether the order is for one unit or thousands, whether delivery is in a few days or a few weeks.

But can such flexible production really be done at an overseas factory?

After all, these custom goods are made to order, in different quantities, colors, shapes, and designs, all with specific delivery dates tailored to the client's wishes.

International Logistics Supporting Stable Imports

To ensure every product meets customer expectations, You and Earth handles quality control by inspecting all orders after they arrive in Japan, before delivering them to the customer. To meet expectations for a direct-to-consumer business model and to maintain the speed of their supply chain, You and Earth needs the shortest possible lead times for international shipping. Since establishing their factory in China, the company has relied on DHL Express for this crucial logistics role.

“You see a lot of yellow DHL trucks in Chinese towns. I think DHL is ahead of the curve when it comes to local pickups. One of their strengths is being able to get cargo onto flights the same day it’s collected from the local market.”

For customers, delivery time is key—especially when it comes to personalized products. They want to see and hold their custom merchandise as soon as possible after placing the order.

“Delivery time, quality, and price. All of these are essential. We ship locally in the evening, and the goods arrive in Japan the next day. We use DHL because of its speed and reliability.”

Mr. Kadota considers DHL Express import solutions a powerful weapon in his business model, which thrives on small-quantity, high-variety, made-to-order production.

Uncompromising Quality, Even with Overseas Production

“I’ve also heard from our staff that DHL’s customer service is very clear and courteous,” Mr. Kadota adds.

You and Earth’s online store enjoys an exceptional reputation. They not only deliver speed and high quality—despite operating overseas—but also receive praise for their attentive customer support. Reviews frequently highlight the staff’s friendliness, quick responses to questions, and their willingness to handle detailed, custom requests. According to Mr. Kadota, this dedication to customer care is deliberate and central to their philosophy.

“That’s why we’ve opened a new branch in Brazil. It allows us to strengthen our customer support capabilities. By locating in Brazil, we will be able to respond to inquiries and orders on the same day, even if they are received at 3 pm or 4 pm Japan time.

By expanding to Brazil—on the opposite side of the globe from Japan—You and Earth can now respond to inquiries and process orders that come in late in Japan’s time zone on the same day, instead of having to wait until the next business day.

From order fulfillment to customer service, the company has expanded by pursuing optimal solutions on both the hardware and software fronts, across borders and time zones.

Now approaching its 20th anniversary, You and Earth has overcome numerous challenges. Looking to the future, the company plans to increase its range of custom goods and introduce automation through digital transformation (DX). Mr. Kadota acknowledges there are still many challenges ahead—but he sees opportunity, not hardship.

“Rather than trials, we’re riding the waves that are helping grow the custom-made original goods business, like the popularity of Japanese anime characters and the guessing-game culture of fandom.”

• Original Strap Online Sales Site 'Hot Strap': https://hotstrap.jp/

• Original Goods Online Sales Site 'Hot Mobily': https://hotmobily.jp/

• Silicone Wristband Studio: https://silicone-wristband-studio.jp/"