Enjoy life
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Through challenge, we become immersed, we feel with our bodies, and our hearts are moved.
From that experience, KANDO is born. Starting from the words of our founder, Genichi Kawakami,
we explore what it means to “enjoy life” — a glimpse into the spirit that continues to guide us forward.

During his visits to Europe and the United States, Kawakami witnessed the richness of their leisure culture firsthand.
He became convinced that leisure would eventually become a part of everyday life in Japan as well — that people would
come to truly enjoy life. He believed that the emotional response born from those moments of enjoyment is what enriches
life.
This way of thinking became the foundation for Yamaha Motor’s current corporate mission: a KANDO creating company.
Genichi Kawakami – Profile
Founder of Yamaha Motor Co., Ltd.
Fourth president of Nippon Gakki Co., Ltd. (now Yamaha Corporation).
Kawakami dedicated his life to creating products that enrich people’s lives and help them enjoy living. He actively experienced cultures around the world and held a firm belief that “if it’s not accepted worldwide, it’s not a product.”
With that conviction, he led the company into new challenges — from motorcycles to outboard motors and beyond. True to his words, “If you create something, make it the best,” he consistently pursued world-class excellence and built a corporate culture rooted in challenge and KANDO. ※1

Due to the frequent breakdowns and low performance of domestic outboard motors at the time, Kawakami made the decision for Yamaha to develop its own. Rather than simply entering the existing market with another product, he aimed to realize — through quality — the kind of world people truly desired: one where they could go out to sea safely, work or enjoy themselves with peace of mind, and return home as a matter of course. This philosophy connects directly to Yamaha Motor’s ongoing commitment to getting closer to people.

This belief continues to shape Yamaha’s design philosophy today. It reflects the idea that beyond pursuing riding performance, the inherent beauty of a motorcycle plays a vital role in creating a deeper emotional connection with the rider. This perspective also ties into Yamaha Motor’s exclusive development ideal of “Jin-ki Kanno” — when rider and machine become one.

Kawakami believed that the key to a rich and fulfilling life was not in pursuing things that are expensive or rare, but in discovering joy within the everyday. He referred to this mindset as “Epicurean.” Through his work, he embodied the spirit of Epicureanism — the idea that “pleasure is the greatest good in life” — and brought it to life through his business.

Leisure has the power to lead people into worlds they could never reach by their own strength — worlds that exist to be enjoyed. And the ones who create these worlds are the Epicureans: those who are endlessly curious in their pursuit of what is fun, exciting, and interesting. Products made by Epicureans, for Epicureans — those are the products that create KANDO.

When Kawakami spoke of “enjoying life,” he wasn’t referring to passive relaxation.
He meant an active pursuit — a life of challenge and exploration.
It reflects a mindset that seeks not just pleasure, but also training,
growth, and the KANDO that comes through those experiences.
This spirit forms the foundation of Yamaha Motor’s business philosophy.
- *1 Source:
- Learning from Genichi Kawakami (not for sale), p.30, p.32
- *2 Source:
- Learning from Genichi Kawakami (not for sale), p.33, ART for Human Possibilities (not for sale), p32
- *3 Source:
- Learning from Genichi Kawakami (not for sale), p.34
- *4 Source:
- ART for Human Possibilities (not for sale), p38
- *5 Source:
- Epicurean Cuisine by Genichi Kawakami (Bunshun), p.109