Enjoy life

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.

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.