Two brothers transformed their struggling family business into the most recognizable firms in the world.

While they were young, Kuni and Tomo Hijikata believed that their business was worth fighting for. It was founded at Nagoya, Japan back in 1936. By the year 1936. The Hijikata family's foundry for casting iron gained a reputation for its extreme precision. At the time it was established in the year of 1936, the viability of the business was uncertain. Being the inheritors of the long-running history of the company, Kuni and Tomo knew that they were accountable to keep their cast iron craft in the present.

The brothers both had steady employment working for Toyota in Japan along with Toyota Tsusho However, they realized the potential of designing cast iron cookware that could be passed on to future generations. They each quit their jobs full-time and devoted their lives to the company of their family. They were trained in the basement of the foundry as craftsmen before launching the company in 2010. Vermicular was developed. When their first cast iron pots were introduced to the marketplace, the popularity was so strong that they had to create an additional fifteen months of backorders fuelled largely through enthusiastic word-of-mouth.

More than an decade on, Vermicular is now a decade old. Vermicular team is currently setting targets for expansion around the world. The company is currently selling their goods to markets such as that of the U.S., China, as well as further. To better communicate the worth of their kitchenware to new markets all over the world, Vermicular has invested heavily in videos to raise the image of their brand. "Without the videos, we'd have a difficult time growing our business," says Mark Hayashi who is the chief of Vermicular's the U.S. Office. We spoke with Kuni, Tomo, and Mark to get more information about Vermicular's plans to grow globally with video. Watch their video below and read the full interview in the following article.

"We often consider that our video content ought to be an extension of our services and our brand. Video is always more efficient than the written word. And that is particularly true when it comes to cooking." Mark Hayashi, Vermicular's Head of U.S. Office

How did you come to this concept?

Tomo: "I thought that we could utilize the casting iron expertise of our company to produce enameled cast iron vessels which have lids that are perfectly sized. There was however no precedent in this type of method in Japan. It was evident that we'd need to invent the procedure on our own.

To learn everything we could, Kuni and I apprenticed in the foundry. Kuni was a crafter of casting and I was the equipment manager. It took us 3 years and over 10,000 times before coming to a solution which met our needs."

HTML0 What did you do to create your image of your firm to Japan?

Mark: "Brand storytelling has always been at the core of our marketing and communication strategies. Sharing stories that reflect our distinct tradition and commitment to high-quality was well-loved among our customers, and it allowed us to connect with our customers on a more personal level of personal.

We had to develop videos that represented the mission of our company. When we create videos for branding or how-to-product video, ensure that what we produce reflect who we are. One of the first things we mentioned was that we didn't have our eyes over sales too much for the immediate future and instead our focus was on increasing the satisfaction of our customers in relation to the longer term."

     What's been your biggest challenge in developing Vermicular? The name of Vermicular is derived from Japan?

Mark: "Our biggest challenge was the obstacles to communicating. Since the introduction of Vermicular in 2010 we've faced numerous challenges. Vermicular's brand name was launched in 2010, we've developed a strong image within Japan but it was not able to be transferred to outside of Japan. The only thing we could create was the Vermicular brand entirely from scratch. This was not easy and required a long period of preparation for the launch."

What were the first places you invested first when you wanted to build your brand's recognition worldwide for your business?

     The material you've put together for your brand is clearly impressive. What was the process to get this quality?

Mark: "We partnered with the agency that created the commercial and had much discussion on the design and style' lighting, casting and clothing, as well as food designs. Additionally, we spent a lot of time cooperating with one another to develop video storyboards that became the basis of the production. It also included the day of recording.

There are many people who are involved in the production. There is the chance of unanticipated setbacks which could result in delays at the beginning. A solid storyline that is supported by clear shooting plans will help establish clearly defined expectations, and help guide all who's involved in the shooting to go in the similar direction. They aren't just an accurate map for the shoot, but they also aid us in avoiding complications in post production. The process I think is particularly important for small companies with less money."

 What do you plan to do with the money you have to make when you are expanding?

Mark: "Our hypothesis was creating a product video along with tutorial videos to help our customers to fully experience the capabilities of the induction cookware. In accordance with our policy on brand, we don't end when the customers purchase our kitchen equipment.

Our goal is to ensure that customers are able to cook with our cookware in the most efficient time. We've noticed clear results with these videos that assist in educating the owners as well as helping customers gain an understanding of cooking with the cookware."

HTML0Does video aid in the development of an image for Vermicular all over the world?

Mark: "Definitely! There's lots. The way we think about our videos are as reflections of our company's brand and products. Although we may not have the most money however, we're spending countless days trying to find the format and storyline of videos that tell the tale of our brand. Images always perform better than words , and can be especially useful for cooking."

     What's the reason we should use HTML0 to host and upload the videos you upload?    

Mark: "We prefer for various reasons, with one of the most important being the flexibility capability to integrate video. An uncluttered and free of ads ensures a smooth user experience across the website as well as shields visitors from "touch and feel' brand name.

Additionally, it permits us to collaborate on documents between our teams from Japan as well as in the U.S. and Japan, making it easy to get feedback regardless of where we're five miles from each other."

What's to come in the near future regarding Vermicular?

Kuni: "More innovative products are being developed and we are planning to expand the range of products we offer across both and across the U.S. and across various Asian nations."

Mark: "We are currently creating videos for our strategy that is a mix of branded and non-branded videos featuring various chefs and farms, as well as product explanation videos as well as instructional videos that are going to be our most valuable assets over the next few years."

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