From Corporate Philosophy to Purpose and Mission - For further alignment of all Yonex employees worldwide -

At Yonex Co. Ltd., we have decided to revisit our Corporate Philosophy, which embodies the company’s founding principle, by changing its name to Purpose, and supplementing it with a newly crafted Mission.

Since its founding in 1946, Yonex has been committed to "monozukuri (craftsmanship)", innovation, and the development of sport, guided by our Corporate Philosophy to “craft a better future with unique innovations.” This founding principle will continue to be an important beacon as we embark on future endeavors.

Meanwhile, in this world of ever-changing values, perspectives and lifestyles, it is also crucial that we identify what we keep as our core - what makes us uniquely Yonex - in order to deliver Yonex products to more customers across the globe. Our new Purpose and Mission will help all Yonex employees to stay on the same page, and to align our work in a purpose-driven way. 

The entire Yonex Group will work together on the mid- to long-term Global Growth Strategy (GGS) to ultimately realize this Purpose and Mission, and to continue bringing the world together through sports.

Our Purpose

Craft a better future with unique innovations.

Since its founding, Yonex has been giving players the tools they need to triumph on the court by combining timeless Japanese craftsmanship and cutting-edge technology. This core philosophy has always remained the same. Yonex will craft a better future by pursuing innovation to deliver finest products that exceed our customers' imagination.

Our Mission

Bring the world together by deepening people’s connection to sport and to each other.

The mission identifies how we will fulfill our purpose through the world of sports. And sports are a wonderful way to compete in peace. What we do is not only to create products, but also to connect sports and people, and people to people through sports, in order to bring the world together and craft a better future for all.