1) The way of the Merchant (商人の道): We, as a company, hold attention to service and customer trust in the highest regard.
2) The way of Truth (真実の道): We are genuine and honest in seeking truth and justice.
3) The way of the Pioneer (開拓の道): We work hard to overcome any difficulties.
4) The way of Courtesy (礼節の道): We respect our parents and superiors and have an exacting and kind love for our subordinates. We treat each other with mutual respect and civility.
5) The way of Gratitude (感謝の道): We have an appreciation for our parents, ancestors, and the earth. We cannot and do not forget that we are in this world because of them.