Corporate Program

Reviving Wendy's: Ernest Higa on Entrepreneurship in Japan

Two years after withdrawing from the Japanese market, Wendy's made an exciting comeback to Japan in 2011 with a new partner and a brand new strategy. In addition to their signature items, Wendy's introduced "Japan Premium" products, only available in Japan, and moved into the gourmet burger realm. Ernest Higa, Chairman & CEO of Higa Industries Co., Ltd. and CEO of Wendy's Japan, speaks on his experience as an American entrepreneur doing business in Japan and adapting U.S. products and concepts, including Domino's Pizza and Wendy's, for the Japanese market. Mr. Higa will also share his views on the future of entrepreneurship in Japan.

Ernest Higa
, Chairman  & CEO, Higa Industries Co. Ltd.; Chief Executive Officer, Wendy’s Japan LLC

Yosuke Honjo
, President & CEO, ITO EN ( North America ) INC.; Director, Japan Society

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