Ajinomoto's new chief sets sights on emerging economies

Simpatico, or compatibility, is a trait he cultivated in Brazil. "It’s important for a leader," he said with a smile.

Previously, he used to make those around him nervous thanks to his famous temper, but there is no trace of that now.

In 2009, Nishii, who was an executive in charge of frozen food sales for households, raised the shipment price for gyoza dumplings by more than 10 per cent.

As consumers felt it was a matter of course to purchase frozen foods at low prices, it was difficult for the company to make a profit before the price was raised.

Nishii took a risk in increasing the price.

"If we can satisfy our customers with our products, sales will surely increase," he said.

If the company falls into sluggish sales, its wholesalers and retailers also suffer, which is why they strongly opposed the price increase.

But Nishii focused solely on boosting quality and finally succeeded in making the gyoza skin more glutinous and the meat filling juicier.

The frozen gyoza sold like hotcakes, and profits more than doubled.

He always tasted the food samples, which resulted in him gaining 15 kilo over five years. But he always believed that "it is the customers who decide the value of the products".

His aim is to spread the Ajinomoto brand worldwide, and is trying to expand sales in emerging economies, including in Southeast Asia.

After being appointed president, Nishii began wearing a micanga, a Brazilian good-luck ribbon, around his ankle.

It is said that when the ribbon falls off naturally, then the wish of the person wearing it comes true.

"We’ll try to get our operating profits into the top 10 of the world’s [non-beverage] food corporations," he said.

So begin the days of Nishii checking the micanga around his ankle.