Interview with Naoko Okawachi Published in Nikkei BOOK Plus

IDEAFUND Co., Ltd. (Founder & CEO: Naoko Okawachi, Tokyo) is pleased to announce that an interview with their CEO, Naoko Okawachi, has been published in the digital book media ‘Nikkei BOOK Plus’, which carries the message “Learn from Books, Change Tomorrow“.

In this interview, Naoko discusses about the application of cultural anthropology to business and the “idea capitalism” she advocated.

Nikkei BOOK Plus – Naoko Okawachi on “Applying Anthropology in Business”: 

  1. Is a Company a “Tribe”?  Applying Cultural Anthropology to Business 
  2. WhyKit Kats” are popular in Kyushu in the winter 
  3. “The Dawn of Everything: A Major Work Overturning the Linear View of Human History 


IDEAFUND is a professional research company located in Tokyo.  With the corporate mission of “Accelerate Innovation with an Idea,” IDEAFUND Co., Ltd. brings together professionals in fields such as cultural anthropology. We are committed to deriving insights and creating new business needs through behavioral observation research. Since its foundation in 2018, its founder, Naoko, and her colleagues have applied the methodology of cultural anthropology to market/consumer research. Through this approach, we aim to gain a comprehensive understanding of consumers and users, thereby identifying opportunities for innovation.

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