Founder Keiichiro Honda’s Vision: The Kind of Company Miaomada Is Building
I’m Keiichiro Honda, founder and CEO of Miaomada Co., Ltd.
On this page, I want to share what Miaomada stands for, why we chose household powders as our focus, and where I’m trying to take the company from here.
We Make It Ourselves, and We Sell It Ourselves
At the root of Miaomada is a very simple idea.
We plan it ourselves, we make it ourselves, and we sell it ourselves.
Rather than building what someone else tells us to build, we plan only products we want to make and deliver. We bring that product to the world in our own words, and we stay with the people who buy it for the long run. Holding that whole chain in our own hands is the core of what Miaomada is.
Work comes to us in all sorts of forms: B2B contract jobs, new business areas, overseas projects. My day-to-day judgment as CEO is to pick the work we can genuinely get behind.
The same goes inside the company. I want everyone working at Miaomada to be able to do work that aligns with their own interests and strengths. I want us to be the kind of place where the day goes by without anyone noticing, where people carry real energy into the day’s work. When people work on what they like and what they’re good at, that’s when their ability grows most, and their output is highest. That energy shows up, in the end, in the quality of what we make, and it carries through to customer satisfaction. That’s where Miaomada’s quality comes from: a small team, each person doing work they genuinely care about.
Why We Started With a Protein Dispenser
There are two reasons Miaomada’s first in-house product turned out to be a protein dispenser.
One: I’m a daily protein drinker myself, and I’d long been frustrated with scoop measuring and opening and closing the bag. Two: our parent company, Showa Denki, had spent years making precision measuring components.
A household inconvenience and our own technology happened to line up cleanly, and that was the protein dispenser.
Over 15, then 19 rounds of prototyping, we arrived at an original dosing mechanism that delivers a set amount of powder with a single lever pull. It’s registered as Japan Patent No. 7580860.
Becoming Our Own Company: The Decision to Compete on Our Own Terms
Miaomada started in December 2022, spun off as a separate company from our parent, Showa Denki Co., Ltd.
We set up as a separate company because we wanted to make it clear to the outside world that we were serious about competing with our own products. Not quietly running a small new venture in the corner of a contract-manufacturing company, but properly, as a separate company, putting products out into the world under our own name. That’s Miaomada’s reason for existing.
Our Main Arena Now Is “Household Powders”
The central theme of Miaomada’s in-house development right now is household powders.
The powders we handle at home go well beyond protein: powdered milk, coffee, seasonings, supplements. More of them than you’d think. And all of them are still, as a rule, handled with a bag and a scoop. The powder spills, measuring is a hassle, the mouth of the bag gets harder to close over time. Because it’s a daily thing, it slips into the background of life without people even noticing it’s a problem.
I think we can build something better, a proper tool worth keeping in the home. Building on the dosing mechanism we developed for Miaomada’s protein dispenser, we want to extend it to other powders from here. As our next products, we’re developing a lighter, lower-cost dispenser, and an electric dispenser that measures the dose for you.
From the U.S., Outward Step by Step
I believe that if we make a good tool, we can deliver it not only to Japanese homes but to homes overseas.
The first step abroad is the U.S. The culture of drinking protein at home is most deeply rooted there, and it’s a market that fits Miaomada’s theme of household powder measuring.
Once we see a real response in the U.S., we’ll widen out from there to other regions, one at a time. Rather than launching everywhere at once, we start in the U.S. and slowly expand the markets we reach on our own. That’s how Miaomada approaches going overseas.
A small company from Itabashi, Tokyo, taking on an overseas market on its own. That experience, I believe, will become part of what Miaomada is.
In Closing
Miaomada is still a company finding its footing. Our product line is limited, and we’re far from well-known.
Even so, the root idea, that we make it ourselves and sell it ourselves, is the one thing we intend to carry on without wavering. We’ll keep creating conditions where our team can work on what they like and what they’re good at, turn that energy into products, and deliver them to customers. To the people using a protein dispenser, the people about to start, and everyone who’s taken an interest in Miaomada, we’ll build a company worth staying with for the long run.
Keiichiro Honda, founder and CEO
For the full story of how the company came together, see Who Is Miaomada? The Story Behind the Name, and Why a Small Workshop in Tokyo Is Going Global. Read both, and the picture becomes clearer.
The ALENNE Protein Dispenser
The ALENNE Protein Dispenser is Miaomada’s flagship product: pour straight from the bag or tub into the hopper, slide the lever to measure a set dose, and keep it on the counter as part of your daily routine.
