Suntory and Family Business
May 7, 2026
Nao Makita
Suntory is one of the successful family businesses. It is not listed on the stock market and is managed mainly by the Torii family. This is because the family wants to keep the control over the corporate management to secure long-term decisions, not just short-term profits. In family companies, owners often care about the company’s history and its role in society deeply.
Image Gap in Family Business
In Japan, family businesses were once considered as old-fashioned or secretive management style. But in Suntory's case, many people see it as a strong and successful model. Research shows that Japanese family companies often have high profits, long lives, and a strong sense of social responsibility. Many of them have continued for hundreds of years.
A Contribution Only Suntory Can Do
Suntory believes in the idea of “giving back to society.” Because it is family-owned, Sunatory can easily take the initatives of social and cultural activities. This idea is called the "triple win" — sharing profits among the company, customers, and society.
Suntory has done many social activities. In 1921, it opened a free medical clinic, which later became a welfare foundation that runs nursing homes and care centers. Suntory also supports arts and culture. It opened the Suntory Museum of Art in 1961 and the Suntory Hall in 1986, which is one of Japan’s top concert halls. The company also gives awards, such as the Suntory Music Award and the Suntory Regional Culture Award, to support artists and researchers. Suntory cares about nature and sports, too. It started the “Love Birds” campaign in 1973 to protect wild birds and began a water education program called “Mizuiku: Forest and Water School” in 2004. The company also has its own rugby and volleyball teams, as well as sponsors golf tournaments such as the Suntory Ladies Open.
Family management has both good and bad sides. It can keep a strong vision and tradition, but it may also limit new ideas. However, Suntory shows that a family business can stay successful, creative, and kind to society for more than 100 years.
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