Rika Shiiki, a pioneering entrepreneur and the President of AMF (Appreciation, Modesty, and Full-Power), has transformed the marketing landscape in Japan with her innovative strategies and youthful vigor. She leads AMF, a Japanese firm specializing in consulting businesses on marketing strategies and promoting product lines for female students. Her story is one of youthful ambition, creative marketing, and relentless dedication, making her a standout figure in the industry and an inspiration to many. Rika’s journey from a dream-filled 12-year-old to the youngest Forbes 30 Under 30 honoree is a testament to her unwavering determination and innovative spirit.
Since beginning her entrepreneurial journey at just 15, Rika Shiiki has skillfully navigated the challenges of building a brand from the ground up, emerging as a prominent figure in the business world. Her father played a crucial role in nurturing her entrepreneurial spirit, advising that a startup could wear many hats—a lesson that inspired Rika to relentlessly pursue her dreams.
Founding AMF
Inspired by her father’s advice that a startup can do many different jobs, Rika founded AMF on February 2, 2013. To gather the necessary 2013 JPY (450,000 million VND) to start her business at the age of 15, she used all her savings and borrowed money from her father.
Overcoming Challenges
Rika faced significant challenges, particularly in building a brand. As a young CEO, she struggled with finding customers, planning, and creativity. To overcome these hurdles, she set up a blog and Twitter account to share personal photos and stories about her life. This move caught the attention of the Internet forum 2channel and the technology company CyberAgent, which invited her to collaborate.
Her social media presence led to fruitful collaborations. CyberAgent invited her to collaborate, and soon, AMF began attracting numerous partners. Rika’s youthful perspective and innovative marketing approach gave her a competitive edge.
Rapid Growth and Success
AMF’s success can be attributed to its unique marketing style. AMF quickly made a mark, impressing many partners with its youthful and unique marketing style. This competitive edge helped AMF gain the support of numerous large companies. Rika’s consulting work includes projects like Recruit Jobs Co.’s Panda Ichiro emoji line in Japan and video production with United Television Broadcasting in Los Angeles, USA. She also owns an alarm application on the iPhone.
Recognition and Influence
Rika’s achievements did not go unnoticed. In 2016, Forbes magazine honored her as the youngest representative on their 30 Under 30 Asia list for her influence in communication, marketing, and advertising at just 18 years old. She credits her father, Ryuta Shiiki, CEO of flash animation production company DLE Inc., as her biggest inspiration.
Balancing Education and Career
Despite her early success, Rika remained committed to her education. She passed the university entrance exam in 2017 and majored in literature at Keio University, Japan’s leading private school. “I will not give up studying while pursuing my career,” she affirmed. By 2021, she will proudly graduate from university.
Rika Shiiki Inspiring the Next Generation
Rika hopes her personal story will inspire the younger generation. “Many young people my age don’t have dreams. Therefore, I want to motivate them by establishing their own company,” she shared. She also expressed a deeper motivation: “Suddenly I felt scared that one day I would leave the world without doing anything for society. I want to leave a mark while I still exist.”
Continued Success and Personal Life
Today, more than a decade after its establishment, AMF continues to earn the trust of many domestic and foreign partners. This success is a testament to Rika’s dedication and hard work. In December 2022, she surprised many by announcing her marriage registration with a Japanese businessman.
Her journey to entrepreneurship began at the tender age of 12 when she dreamed of owning her own company. “At that time, I wanted to do so many things that I thought doing it all my life was not enough,” she recalls.
Long Term Goals
Looking ahead, Rika aims to continue expanding AMF’s reach and influence. She envisions a future where her company sets new benchmarks in marketing and consulting and where she continues to inspire and mentor the next generation of entrepreneurs.
Rika Shiiki’s journey is a blend of youthful ambition, innovative thinking, and relentless dedication. Her story is not just about business success but also about inspiring a generation to dream big and work hard.
