Classicom management strategies to be featured in new Nikkei BP book

Nikkei BP will publish a new book titled ‘Management Without Enthusiasm: The True Identity of the “Likeness” That Classicom, Operator of “Hokuo, Kurashi no Doguten,” Has Polished for 20 Years’ on September 21, 2026. The book is based on a four-year exclusive series by Nikkei Cross Trend that analyzed the business, branding, and management strategies of Classicom.

The publication details the company’s growth, noting that its revenue is projected to reach approximately 10.2 billion yen in the fiscal year ending July 2026, doubling from 5.2 billion yen in 2022. The book explores how Classicom maintains a consistent brand identity across various channels, including its EC site, app, YouTube, and podcasts, which collectively reach over 11 million touchpoints.

Key themes include the company’s unique approach to mission, vision, and values (MVV), its unconventional recruitment practices—where 80% of employees are former customers—and its philosophy of avoiding artificial hype or “enthusiasm” in favor of authenticity and integrity.