Building bonds through memorable and special beers

This article was published in the Autumn 2024 issue of Litterae Populi. The full issue can be found here.

Taisuke Miyaji, currently a first-year master’s student at the Graduate School of Agriculture and the founder of the startup PioBeer Co., Ltd., is driven by a passion to ignite a new beer movement from Hokkaido. His journey into producing craft beer began in his fourth undergraduate year at the School of Agriculture. After continuing on to the master’s program, he went on to establish his own company. He shared his thoughts on his beer-related activities and his goals for the future.

Taisuke Miyaji

Taisuke Miyaji

1st year, Master course, Graduate School of Agriculture

Born in Hyogo Prefecture. Enrolled in the School of Agriculture at Hokkaido University in 2019. Currently a first-year master’s student in the Graduate School of Agriculture. Developed and sold beer during his undergraduate years that were so popular they sold out. Founded the startup PioBeer Co., Ltd. in June 2024. Engages in the creation and sale of beer recipes, and produces custom beers for companies and government organizations.

—What made you aim to enter Hokkaido University?

I grew up in Hyogo Prefecture. As a child, I admired great figures, which might have led me to pursue entrepreneurship. The interest in food security that I developed from high school lessons prompted me to aim for a university where I’d be able to study agricultural economics. I associated Hokkaido with agriculture, and I wanted to gain independence from my parents, so I decided to attend Hokkaido University.

—What led you to seriously pursue beer-related activities?

Because I originally planned to become a farmer, I went to the Netherlands for agricultural training after my third year. After gaining hands-on experience, however, I realized that my true passion lay elsewhere. I reconsidered what I really wanted to pursue, and I arrived at two things: building a beer-focused business and creating beer-centered. My love for beer was already strong, but my immersion in the authentic beer cultures of Germany and Belgium during my time in the Netherlands had a significant influence on me. After returning to Japan for my fourth year, I founded a beer club called “Be Are kids” and joined the Mirai Kaitaku Club. This club is a student organization whose members can learn through seminars and projects things that aren’t taught at university. When I shared my thoughts about beer, Professor Tsutomu Tsuchiya, the adviser to the Mirai Kaitaku Club (a vice executive director of the University and specially appointed professor at the Institute for the Promotion of Business–Regional Collaboration), suggested that the club make its own beer. I’d never imagined making beer myself, but his suggestion became the catalyst for us to develop three craft beers before I graduated from undergraduate school. Those beers were offered at events and were sold in limited quantities. While we faced various challenges, such as securing funding, working effectively as a team, and learning the fundamentals of business, I was inspired by the aspirations of my clubmates in the Mirai Kaitaku Club and supported by the guidance of Professor Tsuchiya.

The beer club debuted at the Hokkaido University Festival in 2024, serving beer-braised Hokkaido Shorthorn beef

—What led you to decide to start your own company?
As I continued developing beers while thinking about the settings where people would enjoy them, the concept of creating “memorable and special beer” took shape. This gradually strengthened my resolve to start my own business. I made up my mind to create a flagship beer that could be sold year-round, and that’s when I finally decided to launch my own company.

—What do you always keep in mind in your work?
First, to just give it a try. At the Mirai Kaitaku Club, we were taught that practice is essential, and there are many things you can’t understand until you actually try them. I also make a point of accepting advice with an open mind and putting it into practice. I believe that repeating this process leads to growth. For example, when I founded the beer club, I was advised that it was important not just to have fun, but also to set goals. This led us to organize and successfully hold a large-scale craft beer event. Through that experience, I came to appreciate the best part of working on a team and expanded my network with people in the beer industry in Hokkaido. It was a truly rewarding experience.

The first-ever year-round flagship beer

—Could you please share your goals for the future?
First, I want to focus on raising awareness of craft beer. My ultimate goal is to create a world where, as I saw in Europe, people can enjoy a wide variety of beers. Beer is a tool for bringing people together. Thirty years from now, my ideal is to see a culture where people gather around a diverse selection of beers, with conversations like, “How about a stout today?” or “I feel like a wheat beer,” instead of just saying, “I’ll have the usual draft.”

—Finally, do you have a message for current Hokkaido University students?
I want them to dive into the things they love. They should set aside thoughts like “I can’t do it,” or “It’s too much trouble,” or “What will people think of me,” and let their curiosity guide them as they take on new challenges. Once they decide to pursue something, I want them to fully commit. By sticking with it, their resolve will be steeled, helping them push forward. I’d be thrilled to see more people continue pursuing what excites them.

This article was published in the Autumn 2024 issue of Litterae Populi. The full issue can be found here.