Makiko Ono: Pioneering leadership, purpose-driven growth, global vision for Suntory

She emphasizes the importance of trust, open communication, and two-way engagement with employees in driving business resilience and innovation.

Ono shares how Suntory's core values like 'Yatte Minahare' (the spirit of bold challenges) underpin its inclusive culture and empower all employees – especially women – to pursue growth fearlessly.

She also outlines Suntory's global sustainability priorities, including water conservation, GHG reduction, and sustainable packaging, noting Vietnam's leadership in rolling out programs like water education program 'Mizuiku' in strategic partnership with the Ministry of Education and Training, water replenishment program 'Water of Life,' and pioneering 100-percent recycled PET bottles.

As Suntory accelerates investment in Vietnam through new production capacity, health-focused products, and talent development, Ono calls for bold leadership and encourages women to become trailblazers, stressing that success comes from courage, community, and continuous learning.

As Suntory's first female CEO, your leadership journey is truly inspiring. Could you share the key milestones that have shaped your path to this role? How have these experiences influenced your leadership approach in driving the company forward?

There are three key milestones that impact and have shaped my leadership approach. Firstly, M&A of overseas wineries: importance of diversity. I was involved in the acquisition of Château Lagrange in France while working in the New Business Development Group of the International Division, my first assignment. This was the first attempt by a Japanese company, and there were many challenges leading up to the acquisition. Through responding to various requests from the French government and engaging with multiple stakeholders, I gained knowledge of business planning, finance, and accounting. By working with people from different cultures and values, I learned the importance of diversity.

Secondly, it's the experience of being the brand manager of an international ice cream company: 'Seikatsusha'-centric approach. 'Seikatsusha' is a Japanese word. Since it refers to all people surrounding the beverage business, including the broader meaning of 'consumer' encompassing purchasing and consumption moments, there is no suitable equivalent in other languages, so we use the Japanese term as it is. We see them as real individuals with emotions, not just consumers, and strive to deeply understand their daily lives beyond mere consumption moments.

I was in charge of marketing for the first time and developed many new flavors and categories. I have a special attachment to the Crispy Sandwich. It took many trials and errors before its launch, but I learned the importance of being 'Seikatsusha'-centric by never compromising until we achieved high scores in customer surveys. I also gained first-hand experience in brand commitment and thorough brand management. By leveraging the unique characteristics of the beverage business, we have developed products that go beyond the point of consumption, aligning with consumers' overall lifestyles. Through core brand innovation, a methodology born in Japan, we have been able to anticipate and address the evolving needs of our customers. This approach has enabled us to continuously refine our brands, creating market-shaping products that not only meet but also exceed consumer expectations, earning long-term loyalty.

Suntory Beverage & Food France COO: building trust and strong engagement with employees, visiting teams on-site, and emphasizing open communication. I became the first non-French leader in a company composed entirely of French employees. On top of that, it was my first time as a CEO – an enormous challenge. Just a few months after I took on the role, COVID-19 struck, immediately putting my leadership to the test. While sales offices had to close, we needed to keep the factory running. We managed to sustain operations by calling for volunteers. Given the difficult circumstances, I focused on strengthening communication with employees, building trust, and enhancing engagement. Despite working remotely, I held one-on-one online meetings with about 50 managers, introducing myself, exchanging greetings, and openly discussing their efforts and challenges. Even after the pandemic, I made it a priority to visit sites and engage directly with employees. Through these initiatives, the volume of communication increased, fostering mutual trust. Based on that trust, concrete outcomes such as 'Oasis,' our major juice brand in France, emerged, leading the business onto a recovery track. Through these two-way discussions, I was able to effectively communicate my vision while also fostering an organization that enables the team to maximize its performance.

After my CEO appointment, I have defined the principle 'Who We Are – Always Together with Seikatsusha' as the organization's shared commitment toward consumer and a unifying core for our sprawling business. Moving forward, we will accelerate growth by harnessing the collective strengths in Suntory Beverage & Food while staying close to market insights 'Gemba' and creating the value that matters to consumers.

Suntory is renowned for its unique corporate culture. How does this culture foster a diverse and inclusive workplace that supports talent development and empowers women within the organization?

Our values of 'Yatte Minahare,' 'Giving Back to Society,' and 'Growing for Good' apply to the company as a whole and everyone. It's not just about supporting the company's growth, but growing ourselves: learning and trying new things, and becoming better at everything we do.

'Yatte Minahare' means the belief in taking on challenges and pursuing opportunities without hesitation. My predecessor always encouraged employees with the motto 'Failure is an option, not fear,' urging them to embrace risks and learn from their experiences. This mindset has shaped our company culture. My first 'Yatte Minahare' moment was moving to Paris, France, where I became the first female employee in Suntory's 126-year history to work overseas.

In addition, we believe that people are the most important foundation of management. Being a global company means we need to understand the diverse needs of our customers around the world. Therefore, having a variety of perspectives and values is essential for business growth. And I believe DEI encompasses not only gender but also diversity in race, culture, and values.

Therefore, I aim to create an organization where all employees, regardless of gender, have equal opportunities to embrace 'Yatte Minahare' and fully realize their potential.

Suntory has demonstrated a strong focus and commitment to sustainability, which is deeply rooted in the purpose to 'inspire the brilliance of life by creating rich experience for people in harmony with nature.' Could you share Suntory's global sustainability priorities? How are these focuses being rolled out in Vietnam?

For us who conduct business by benefiting from the blessings of nature, sustainability is an inherent part of our business activities. The key themes Suntory focuses on globally are 'Water,' 'Containers and Packaging,' and 'Greenhouse Gas (GHG) Emissions.' We will bring together the technologies and expertise from across the Suntory Group to advance these initiatives.

On GHG emissions, we will begin utilizing green hydrogen at the Hakushu plant in September this year. A carbon-free factory was also launched in Australia last year. This year, we will continue to accelerate our sustainability efforts with the combined strength of the entire group.

Locally, we have customized our approach to ensure we work in line with local government and empower local communities. In Vietnam, we focus on six sustainability pillars which are Water, GHG actions, Sustainable packaging, Health & Positive nutrition, DEI, and Enriching life. Regarding water, we have been focusing on expanding the 'Mizuiku program' (Water Education). 'Mizuiku' refers to activities that teach children, who will lead the next generation, about the importance of water. Vietnam is the first country outside Japan to implement the Mizuiku program since 2015. Through strategic partnership with the Ministry of Education and Training since 2023, the program has expanded nationwide and incorporated into the official teaching curriculum at primary schools, educating 500,000 pupils within 2024. It has expanded to Europe and Asia. Going forward, we will lead global water sustainability initiatives, including water resource conservation and water-saving activities, in addition to 'Mizuiku.'

In the area of plastics, Suntory Beverage & Food became the world's first to commercialize PET bottles made from used cooking oil. We became the first beverage company in Vietnam to launch a ready-to-drink product using 100 percent recycled PET with Oolong TEA+ in 2023, following the success of the first 100 percent rPET beverage bottle – Pepsi – in 2022.

Suntory is undergoing a global transformation. What are the key areas of focus for investment acceleration in Vietnam?

To drive Suntory Beverage & Food's overall transformation and future growth, we plan to increase investments between 2024 and 2026, focusing on strategic expansion and sustainability initiatives to accelerate organic growth.

We are investing in new production lines at our Bac Ninh Province plant and began construction on a new facility in Long An Province last year to increase our capacity and better meet growing consumer demand.

With the rising health-conscious trend in the local market, we're also expanding production of products like our Oolong TEA+ and other health-focused beverages.

In addition to physical infrastructure, we're investing in people. We are accelerating talent and technology exchanges across markets, with initiatives that bring overseas teams to Japan to learn about our expertise and mindset, while also sharing best practices from each country to strengthen our global capabilities.

As a successful female leader, what advice would you give to women striving to balance their professional growth with maintaining a fulfilling personal life?

I was appointed not because I am a woman, but because my international experience and diverse career background were valued. I encourage women who do not see role models to be a pioneer themselves. If you open a door, others will follow. Don't be afraid if you have a chance; you have others around to help you.

Thank you!