Wakita, master of a particular niche, at his best.
Let’s take the development of A4-size photo frames as an example. When Wakita was first in charge, the back panels of Daiso photo frames were made of corrugated cardboard. Cheap but fair at a hundred yen. Wakita, the craftsman, could not tolerate that. After many negotiations with the manufacturer, he changed the material of the panel to a board with a cork-like texture made of wood chips. He was particular about everything, including the quality of the frame and the transparent sheet on the front. He eventually produced a photo frame made of glass instead of a transparent sheet. The product became a long-selling product for its extraordinary quality while still priced at 100 yen.
Let’s take another example using earphones. In 2019, when he became the buyer in charge of electric products, Wakita was not satisfied with the then current Daiso products. He decided to change the sound quality of 100-yen earphones. That was Wakita, master of a particular niche, at his best. He set his target as the quality of earphones priced at 2,000 yen on the market. Earphones are for people who enjoy music. Since the new earphones made their debut in the store, the sound quality and the design have been highly rated by customers.