From VMV to MVP: Why We Redefined Meiyu's Mission, Vision, and Principles

Hello! I am Yuichi, the CEO of Meiyu Co., Ltd.

In June 2026, Meiyu refreshed its corporate brand.

At this time, as we updated our logo and reaffirmed our new mission, 'Updating Japan's Medical Frontlines,' we actually made one other major change.

That is the redefinition of our previous Vision, Mission, and Value (VMV) into a Mission, Vision, and Principle (MVP) framework.

In this article, I will talk about the background behind this revision and the content of our new Mission, Vision, and Principles.

From 'Value' to 'Principle': The Intent Behind the Change

A major change in this revision is the redefinition of our seven former Values into three Principles.

Our previous Values were, so to speak, the 'values cherished by those who work at Meiyu.' Be different, Be passionate, Be creative, Be flexible, Be altruistic, Be sincere, Be decent—these are all important words that represent the Meiyu identity.

On the other hand, we have positioned our new Principles not as 'values,' but as 'fundamental principles.' While Values indicated the ideal state we wanted to achieve, Principles represent the very attitude required of every member working at Meiyu.

Furthermore, this time we have articulated Do (recommended actions) and Don't (discouraged actions) for each Principle. We believe that by clearly stating not only the ideals we want to see but also the actions we do not want to see, we can more sharply define the contours of the future we are aiming for.

How We Decided

In formulating the Principles, we first surveyed all members working at Meiyu, asking, 'Which of the seven previous Values do you like, and why?'

Based on the results, we determined which values were particularly cherished by those working at Meiyu, and we formulated the three Principles by combining those insights with our management vision of 'how we want to be.' During the formulation process, we refined the wording while incorporating feedback from the leadership of each team.

MVP serves as our guiding principle as we drive our business forward every day. While the final decision rests with management, we made it a priority to involve members in the formulation process as much as possible. We believed this would make the MVP feel more like a personal commitment for everyone.

New Mission and Vision

Here are our new Mission and Vision.

Meiyu's business is to import excellent medical devices from overseas and deliver them to medical institutions in Japan. There are many medical devices that are commonly used abroad but have not yet become widespread in Japan.

For example, a product from Sweden called Otovent.

Pediatric secretory otitis media is said to affect about 80% of children before they reach school age. If no improvement is seen after three months of observation, surgery involving general anesthesia is required. However, by using Otovent, a self-administered ear canal ventilation device, about 50% of children may be able to recover without surgery¹⁾.

Meiyu has been selling Otovent in Japan for over 20 years. In terms of sales volume, it might not be large. But if delivering this product can reduce the number of children undergoing surgery, we want to keep delivering it.

And this Otovent is kind not only to patients but also to medical professionals. While there are methods for doctors to perform ear canal ventilation using catheters or similar tools in outpatient settings, there is a risk that patients may become frightened or that too much pressure may be applied. Some doctors also feel bad about asking patients to come to the clinic repeatedly for ear canal ventilation.

With Otovent, patients can safely perform self-ear canal ventilation at home.

Implementing treatments that do not necessarily benefit the patient for the sake of corporate profit, or having medical professionals work while exhausting their minds and bodies for the sake of patients—neither of these is a desirable state.

What we aim for is "medical care that is kind to both patients and medical professionals," and it is Meiyu's mission to "update Japan's medical field" by delivering products that realize this.

¹⁾Stangerup SE, Sederberg-Olsen J, et al. Autoinflation as a treatment of secretory otitis media. A randomized controlled study. Arch Otolaryngol Head Neck Surg. 1992; 118(2):149-52.

New Principles

And these are the three Principles we have newly defined this time.

1. Everyone is an Updater

While proposing products, we are sometimes unfortunately turned down for reasons like "we don't want to change because this is how we've always done it."

Even so, we believe it benefits patients and medical professionals and continue to make proposals without giving up. However, if we ourselves, who claim to "update Japan's medical field," are not constantly updating, our words carry no weight.

Regardless of department or employment status, we continue to learn as professionals. We want to be an organization that does not settle for "the way things have always been" and constantly updates with "better" as our mantra.

2. Compassion

The sense of fulfillment and the results of one's work differ depending on whether or not a person has their own answer to the question, "What am I working for?"

To achieve this, I believe that 'empathy' for the patients and medical professionals we serve is essential, and that the spontaneous desire to act 'for the sake of this person' is the source of our 'passion'.

To keep asking, 'Who will be made happy by this work?' I believe the passion born from that question is the very heat of Meiyu.

3. Team Meiyu

In this day and age, when one can earn enough income to live on their own, what is the meaning of working in an organization? It is the ability to deliver greater value than one could alone, together with colleagues who share in the joys and sorrows.

There is a limit to what one person can do. It is precisely because we work as a team, leveraging each other's strengths, that we can update Japan's medical field. This mission cannot be accomplished by one person alone.

'It's fine if only I am okay' is nonsense. I want us to be an organization that keeps information open and delivers greater value to society by multiplying our respective strengths.

In closing

From VMV to MVP. It might seem like a trivial change just looking at the sequence of letters, but the shift from 'Values' to 'Principles' carries significant meaning.

The new MVP is not just for the members currently working at Meiyu. I believe it will also serve as an important guide for colleagues who will join Meiyu in the future, helping them understand 'what it means to work at Meiyu'.

Moving forward, to realize 'medical care that is kind to both patients and medical professionals.' As updaters, we will move forward with compassion as Team Meiyu.

And finally, I would like to express my deepest gratitude to everyone at Eight Branding Design for accompanying us in the renewal of our corporate brand. Thank you very much!

(Yuichi)