Two brothers decided for the family-owned business that they fought to turn into the biggest company in the world.

When they were a child, Kuni and Tomo Hijikata believed that their business could be worth fighting to protect. It was started in Nagoya, Japan back in 1936. It was the Hijikata family's casting iron foundry was renowned for its accurate and precise measurement. But at the time of the 90s in the beginning, its future was uncertain. Being the inheritors of the business's past, Kuni and Tomo knew that their job was to make sure that the casting iron was manufactured as it was in the initial state.

Two brothers worked in Toyota as well as Toyota Tsusho However, they recognized an opportunity to create cast iron cookware that could pass down the generations. They quit their normal job and devoted all of their efforts to saving the family owned business. Brothers were employed at the foundry as craftsmen and then founded Vermicular at the time of 2010. Vermicular was able to expand. The first cast iron clay became available and there was such a need that there was a 15-month backorder, fueled predominantly by the power of word-of-mouth.

Ten years and more than 10 years since the Vermicular team has defined the goals of their expansion all over the world including their own countries , which include China and in the U.S., China, as well as other nations. To better convey the benefits of their kitchen appliances to customers outside of their homeland of the U.S. that aren't yet available, Vermicular has invested heavily in the creation of videos that promote their product. "Without the videos , we'd lack the ability to increase the scope of our company," says Mark Hayashi Vermicular's Director of the U.S. Office. We spoke with Kuni, Tomo, and Mark to get more information about their plans for Vermicular to expand globally by using video. Check out their personal experiences here and read the full interview below.

"We often think of the videos we make as a way to promote the company's image and brand. Videos are invariably more efficient than written material, and that is especially relevant to cooking." Mark Hayashi, Vermicular's Head of U.S. Office

What was the method used in making the product?

Tomo: "I thought that we could utilize our company's expertise in casting iron to create enameled cast iron pots which include lids that perfectly fit. But, there wasn't a precedent for that process in Japan. We realized we'd need to pioneer this method all by ourselves.

In an effort to master all we could, Kuni and me sat in the finder. Kuni became the casting craftsman and I became an expert in machine technology. The transformation took about three years and over 10,000 iterations until we got an idea that was accordance with our vision."

HTML0 What is the method to build your own brand name in Japan?

Mark: "Brand storytelling has always been at the heart of our communication and marketing strategies. Stories about our distinctive heritage and our dedication to quality has been a huge hit among our clients, and has helped us connect with them on a deeper scale.

We began by creating videos that align with our mission statement, which defines our company. If it's a branding story video or an instructional tutorial on how to make it, the material that we create reflects our values as well as who we are. In the beginning, we stated that we stated that we were not focusing excessively on the sale of products in the near future and instead, increasing the happiness of our customers in an overall perspective."

     What's been the most difficult obstacle in the creation of Vermicular? What is the reason that the Vermicular name isn't restricted to Japan?

Mark: "Our biggest challenge was communication. As we began Vermicular in 2010, we've encountered a variety of issues. The Vermicular brand was launched in the year 2010. has earned us an excellent brand image across Japan However, we've yet to see the brand's transfer into Japan. One of the biggest challenges was creating the Vermicular brand completely starting from scratch, which was a difficult task and required an extensive preparatory phase prior to the launch."

HTML0 What was the initial source of capital you invested in to help make your name internationally known?

     Your content and marketed is amazing. What process led to this quality?

Mark: "We worked with an agency to create the film for our business and we spent a lot of time pondering the look and feeling of the lighting clothing and the food styling. Additionally, we took numerous hours working together to create video storyboards. These were essential to the entire process, which included the day we shot.

The shooting area is crowded with many people. the area when shooting, sometimes unexpected setbacks occur which cause delays in the beginning. A properly-crafted storyboard and an organized schedule for shooting helps set the right expectations for every person working on the shoot to move in the same direction. The storyboards aren't just an outline of our hectic shoot day and also help in avoiding any difficulties with post-production. Particularly essential for smaller businesses who have budgets which aren't as large."

How do you allocate your profits to ensure your growth continues to increase?

Mark: "Our hypothesis was that the design of a film relating to our product, with an instructional series could allow our customers to benefit from all the benefits of our cooktop induction. We state that the goal of our business is not going to end with the completion of the mission, once we've placed an order to purchase kitchen equipment.

We'd like to see customers cooking with the Vermicular cookware with the least amount of effort. We've seen clear outcomes of the instructional videos because they aid in teaching the cookware's owner in addition to giving customers a greater knowledge of how to use the cooking equipment."

Did video aid in the making of Vermicular across the world?

Mark: "Definitely! Many. The way we think about the material we produce for our videos is as an extension of our services and our brand. While we might not have the most budget, but we are constantly trying to figure out the narrative and format of our content so that it can best tell the story of our company. Videos work better than words. This is especially true when it comes to cooking."

What are the reasons this team is using the HTML0 format for embedding as well as hosting the video?

Mark: "We prefer for numerous reasons, with the most important factor being the possibility of modifying the possibilities to embed video. A clutter-free, ad-free user experience gives seamless interactions throughout the website as well as ensuring that you get the "touch and feeling" that our brand's logo has.

Furthermore, it permits us to exchange drafts of documents between teams in America and Japan. U.S. and Japan, making it easy to get feedback, regardless of distances that are thousands of miles."

HTML0 What's the next stage in the Vermicular process?

Kuni: "More inventive products are being created and we'll keep working to expand our product offerings both in both the U.S. and across various Asian nations."

Mark: "We are currently planning our strategy for videos that range that is known as brand-name, which include various video clips of farmers and chefs as well as educational videos that will eventually turn into our top assets in the near future."

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