Self-Introduction | The Highest Good is Like Water—Supporting Invisible Value and Living with Integrity
[Self-Introduction]
Based in Gifu, I am a facility specialist who has been supporting the "behind-the-scenes" of bathing facilities, saunas, and pools for over 26 years since our founding.
My name is Toshihisa Yoshimura, representative of ASP Equipment Ltd. and owner of the private sauna brand "ASP SAUNA."
As a former medical professional (radiological technologist), I studied physics, electrical engineering, electronic engineering, and information processing engineering in addition to medicine. I use this fusion of scientific knowledge and facility technology to build safe and secure saunas.
For over 25 years, we have been seriously committed to working with "water."
What we handle is a technology called a circulation filtration system, which keeps water in bathtubs and pools clean and circulates it safely.
It is by no means something that stands out.
Customers focus on the temperature of the sauna or the coldness of the cold plunge, and almost no one looks at the depths of the piping or the filtration equipment.
However, this is what I believe:
"True value lies in the invisible."
Because it is invisible, it could be faked. But it is in the invisible parts that "trust" resides.
That is why I have always valued taking pride in every piece of equipment and treating it with sincerity and care.
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The "Silent Kindness" of Water
The water we deliver is not just water.
It is something that touches the skin of the bather gently, nestles quietly against their body temperature, and permeates deep into the heart during that quiet heightening of senses just before the "totonou" (deep relaxation) state after a sauna.
Water has no words.
However, its cleanliness and sense of security are certainly conveyed to people.
Water is the quietest, deepest, and has the power to heal people—that is what I believe.
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"The highest good is like water"—The philosophy at our core
A piece of calligraphy is displayed in the front area of ASP SAUNA.
It is the phrase that is also my belief: "The highest good is like water."
The most ideal way of living is to be like water.
This overlaps deeply with the existence of "water," which we have placed at the center of our business.
Water is not just a resource; it is also a symbol of a way of life.
• Flexibility: Water adapts its shape to any container. We also want to be a company that continues to change flexibly according to the times and circumstances.
• Humility: Water always flows from high places to low places. No matter what, I want to face people with a humble attitude, without arrogance or servility.
• Problem-solving ability: Sometimes water has the power to become a torrent and break even rocks. We also want to be an entity that overcomes challenges with solid technology and action while bringing benefits to our customers.
This spirit is deeply rooted not only in the design and construction of facilities but also in how we interact with people and our attitude toward work.
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Delivering philosophy as an "experience"—ASP SAUNA
I want to deliver this philosophy and experience as a facility specialist directly as an "experience."
With that desire, I launched the private sauna brand "ASP SAUNA."
Barrel saunas using domestic wood, luxurious private space architectural design that pursues healing,
and original cold plunge units that utilize our own unique know-how.
I create spaces with all my heart so that you can spend time in deep relaxation, whether alone or with someone else.
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My personal creed
And there is one greatest belief in my life.
"When Toshihisa Yoshimura reaches the end of his life, I want to be a person whom the people I met can sincerely think, 'I am glad I met him.'"
There is a reason why I came to hold such a wish.
In the past, I faced an unreasonable situation of bullying.
At that time, I could not just look away.
I want to create a society where no one is excluded and no one is left behind.
I want to live while respecting and supporting each other with people of any position.
This thought is not just an ideal theory.
It continues to take deep and strong root in me even now.
That is why,
I want to be a person who can leave something warm in the hearts of everyone I meet.
At the end of my life, to be thanked sincerely, "I am glad I met you,"
I truly wish to continue walking such a life.
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Everyone has infinite potential.
And I believe that there is nothing more precious or powerful than human connections.
Customers, colleagues, and local people.
No connection is ever a coincidence; there is an inevitable meaning to it.
That is why I want to face every single encounter
with gratitude and passion, and with sincerity.
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As soft as water, as straight as heat.
With this way of being in my heart,
on note, I will share my own words about "saunas and facilities," "water and heat," and "human connections."
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Human connections are the treasure of life
Our work is building facilities that handle water and heat, but
I feel that the essence of it is the mission of "connecting people."
Saunas and baths are not only for relaxing the mind and body,
but also places where you can naturally connect with family, friends, and someone you meet for the first time.
Sweating together, laughing, and being healed.
The connections born in such moments are more precious than anything else.
We are not just a facility specialist,
but we wish to be an entity that supports spaces that create such warm time and connections.
From now on as well,
as supple as water, as straight as heat,
I will continue to create "places" that connect people with all my heart.
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Thank you for your continued support.