"For Her Sick Father"... Japanese Woman Who Quit Big Corporation to Take Over Fish Shop Gains Attention

After Graduating from a Prestigious University and Joining a Major Corporation,
She Decided to Take Over the Fish Shop Due to Her Father's Illness
Japanese 'Fish Shop Beauty' Becomes a Hot Topic

Asana Mori (38). [Photo by Asana Mori YouTube capture]

A Japanese woman who quit her job at a large corporation to take over her father's fish shop after his health deteriorated is drawing attention.

On the 1st (local time), Hong Kong media outlet 'HK01' reported, "Asana Mori (38) from Nagoya, Japan, suddenly resigned from her position as the secretary to the president of a major corporation and took over her father's fish shop."

Asana graduated from a prestigious local high school and then entered the International Education Department at the prestigious Waseda University in Japan. After graduating, she went to New Zealand and completed a master's program at the University of Auckland Business School. After returning to Japan, she joined Rakuten Group, the country's top e-commerce company. With her excellent speaking skills, beauty, and fluent foreign language abilities, she was appointed as the secretary to the president of Rakuten.

However, in 2010, upon hearing that her father's health had worsened, Asana suddenly resigned. Despite her father's opposition, she decided to return to her hometown and take over the fish shop. Based on the business know-how she learned while working at the company, Asana developed an e-commerce platform and established social networking service (SNS) channels for promotion.

Asana Mori (38). [Photo by Asana Mori YouTube capture]

Asana personally performed tuna cutting shows at the shop and posted them on SNS, receiving explosive reactions. Netizens cheered for her as she handled fish with her beautiful appearance. Later, Asana launched a 'Fish Omakase' delivery service that delivers fresh fish to customers' doorsteps daily for those reluctant to go out, which became a huge hit. The Fish Omakase receives up to 2,000 orders per day.

Thanks to Asana's efforts, the fish shop, which had only two locations, has now expanded to 12 branches. However, Asana is not stopping there and is accelerating business expansion by introducing fish fry and burger restaurants. She is currently communicating with fans and focusing on promoting the shop through her YouTube channel, which has over 330,000 subscribers.