Customer-Centric Cycling in Japan: The Story Behind Matthew Cycle
/A passion for pedaling placed Mashu and Yuki Kimbara on a path to entrepreneurship in Tokyo
In 2020, with the COVID-19 pandemic in full effect, finding a capable road bike in Tokyo was no easy task. Tokyoites were scrambling to avoid the city’s packed-as-a-pickle jar subway cars at all costs, sparking a boom in bike sales. Popular models were backlogged for months.
During this time, I too was cycling more than ever before, and I happened to be in the market for an upgrade. After scouring Tokyo for a store that could source the cycle I was seeking, I found the solution to my dilemma just a few kilometers away from my home: Matthew Cycle, in the city’s Asagaya Ward.
Mashu and Yuki Kimbara, the husband-and-wife team that runs Matthew Cycle, impressed me with their hospitality and customized service. They understood my needs and sourced the bike I had been looking for at a competitive price. After keeping in touch over the years, and attending a couple of customer-appreciation events, I became more and more interested in the story behind their business, which led to the interview that you’re about to read.
If you have even a passing interest in Japan, cycling, or entrepreneurship, read on to learn the following and more:
How passion and curiosity can evolve into a livelihood
Exclusive advice for running a brick-and-mortar shop in Tokyo, especially as a foreign entrepreneur
Specific cycling tips for biking in Tokyo and beyond
A Business Born from a Passion for Pedaling
Mashu Kimbara, the founder of Matthew Cycle, was named after Lake Mashu in Hokkaido, Japan. As you may have guessed, “Matthew” is a romanization of “Mashu.”
How did you first discover your passion for cycling?
Mashu: I got started in elementary school. I wasn’t into exercise, but when I looked at bicycles, I thought they were cool. So, in the third grade, I started practicing and learned how to ride. Honestly, that was a little late—most kids start riding bikes as soon as they begin elementary school. I remember always riding my mountain bike to unknown places. I actually enjoyed getting lost.
Yuki: I first started thinking about cycling after I became an adult. I wanted to exercise and live a healthy lifestyle. Eventually, I went to a sports bike shop. It was around the time Lance Armstrong won the Tour De France. I remember seeing him and his beautiful, white bike on the cover of a Trek catalog. That’s what finally convinced me to start cycling.
What inspired you to turn your passion into a business?
Mashu: My salary was low, so I didn’t have anything to lose [laughs]. After job hunting during college, I realized that corporate life—wearing neckties every day—wasn’t for me. So, I started working with bikes. After working at a general bike shop and a pro shop for several years, I realized that those businesses were just about making money. They weren’t working for the sake of the customer. I didn’t believe in doing business this way, so I started Matthew Cycle in 2014.
Yuki: I used to work as a designer for a children’s clothing company and started helping Mashu with his business five years ago. I like to use my previous work experience to create color combinations for custom bikes.
What have been your most successful moments as a business owner?
Mashu: These would be the times when I interact with my customers—cycling with them or hosting barbeque events, for example. Other moments include becoming the number one retailer for Salsa Cycles in Japan for 2021 and 2022. We were also the top seller for the Surly Karate Monkey. Also, Cycling Express, a Taiwanese company, trusted us to build bikes for their customers here in Japan. I built up to 60 bikes per year under that arrangement.
Yuki: Also, we developed an exclusive offering: the “Our Own Way” series. Based on the Japanese word katteni [as one pleases], we choose parts and colors to build bespoke bikes for our customers. We came up with this idea to serve customers that wanted a truly original bike but were overwhelmed by all the parts to choose from. One of the bikes Mashu built was featured on the Radavist website and BIKEPACKING.com.
Lastly, I’m proud of our original pedal covers. We wanted a product that would prevent pedals from scratching surfaces such as car roofs when transporting our bikes. We couldn’t find a product like this on the market, so we made and started selling our own.
What about your greatest challenges?
Mashu: I wished I had hired and developed a team. As it is, I have to handle anything related to bike building and maintenance on my own. Without staff, work stops if I get sick. It is also difficult to open more shops.
Another challenge is developing our shop’s brand image and market position as Japan’s economic situation fluctuates. Raising prices and becoming a premium brand makes it harder to run the business. It’s difficult to maintain a strong brand while simultaneously being sensitive to market conditions.
Right now, our brand might be perceived as too premium, which may intimidate a lot of potential customers. On the other hand, shops that compete on price may seem more welcoming.
In Japan, expensive products are perceived to demand high levels of skill, while low-priced goods have a low-skill perception. I’d like to position our shop between these extremes, but that would make our brand difficult to understand.
Japanese consumers tend to prefer brands that are easy to understand. For example, “This is a road bike store,” or This store sells mamachari bikes.” Considering Japan’s post-pandemic economy, Japanese customers are strapped for cash. So, it’s probably best to choose a low-price-yet-unique position in the market. Under normal market conditions—2019, for example—a premium and exclusive position would be ideal.
How to Master Japanese Customer Communication
What advice do you have for aspiring foreign business owners in Japan?
Yuki: It might be difficult to communicate with Japanese customers.
Mashu: I agree. I think this might be the greatest bottleneck in your business. A lot of Japanese customers are still not used to interacting with foreigners.
Additionally, you have to consider generational preferences. For example, young customers—teenagers and those in their 20s—may not like to hear the traditional “irasshaimase” [welcome] greeting upon entering your store. They tend to dislike being approached by staff. Overall, they like having some personals space when shopping.
On the other hand, older customers, those in their 40s and above, tend to speak a lot. Sometimes, you’ll see a mixed situation: teenagers coming to the shop with their parents. In this case, it’s often the parents who will make the decisions on the teenager’s behalf. Therefore, make sure that you are adequately focusing on the parents—the decision makers.
Is this because the parents are the ones with purchasing power?
Mashu: It may seem strange, but it’s not a money issue. The younger generation can be indecisive. Perhaps this is because they are suffering from information overload. Instead of relying on face-to-face communication, it may be more effective to reach out to them on popular social media and messaging platforms such as Instagram and LINE.
Yuki: Additionally, modern parents may be overprotective, so they do all the talking. They want to find out as much as possible to create a path for their children to follow.
Mashu: Therefore, if you are planning to open a shop, I recommend segmenting your customers into groups—for example, those who actively engage with foreigners, those who appreciate communication, and so on. Then, vary your approach accordingly.
Japan’s Best Cycling Spots: Scenic Waterways and Hidden City Paths
What are your favorite cycling spots in Japan?
Mashu: Shimanami Kaido. Generally, drivers in Japan seem annoyed with cyclists because roads are narrow, and riders can be hard to pass. Shimanami Kaido is a place where drivers seem to understand the presence of cyclists and therefore behave more positively toward them. Now that I think about it, cyclists seem welcome in other parts of Hiroshima Prefecture as well. So, you may find that it is an easy place to ride.
Yuki: I recommend cycling anywhere that has a great view of Mt. Fuji: cycling around Lake Yamanaka, for example. You can also enjoy lakeside cafés in this area. There are also plenty of gravel roads, with a lot of ups and downs, to explore.
What about places in or near Tokyo?
Mashu: First, I simply recommend opening Google Maps, selecting a point of interest, and cycling along the walking routes instead of the ones that Google suggests for bikes. This will give you a chance to explore the network of back roads that crisscross the city, getting lost as if you were a child all over again. Do this, and you can experience the real Tokyo on a deeper level.
What destinations should cyclists choose?
Mashu: Anywhere—the places you want to go for lunch or dinner, for example. You don’t even need a fancy bike—a rental mamachari would be fine.
Yuki: I always ride along the Tama River. If you’re trying to reach the river from the city center, the congested streets can be taxing. So, I recommend using the roads, like Route 428, that run above the city’s underground aqueducts. Those streets are narrow, so large vehicles can’t use them, which makes for a more pleasant cycling experience.
Once you reach the river, you have various choices depending on the direction you travel. For example, if you head upriver, you’ll discover Chofu Airport. There, you’ll find the Propeller Café, where you can watch small airplanes take off and land.
Downriver lies Haneda Airport. The nearby Tenkubashi Station area has recently been redeveloped and there are some great open-air rooftops that are perfect for planespotting.
Tips for Your First Ride in Japan
What should international visitors and residents know when cycling in Japan?
Yuki: If you are renting or buying your first bike in Japan, remember that the brakes are reversed: your front brake is on the right side of the handlebar and your rear brake is on the left side. Also, don’t forget that you need to ride with the flow of traffic on the left side of the street.
Mashu: Surprisingly, there aren’t a lot of places to properly park your bike. If you plan on riding over the course of multiple days, ensure that your accommodations have places for you to safely store your bike.
Yuki: Make sure that you have a bike lock as well. I recommend using a chain lock as opposed to a U-lock. This way, you can secure your bike, even if a proper stand isn’t available.
Mashu: On the plus side, there are plenty of convenience stores around, so it’s easy to find a place to get food or use the restroom during long rides.
What tips do you have for buying a bike in Tokyo?
Mashu: Going back to my previous point about communication difficulties, if you are using English, I recommend being clear and specific about your needs when reaching out to a bike shop. Vague requests increase the communication burden on shop owners, and they might ignore your inquiry.
For example, if you reach out by email, be sure to mention whether you want a road bike, mountain bike, or daily commuter. Mention your purpose—what you would like to achieve with the bike. How many kilometers per ride would you like to travel? There are so many categories of bikes—and variations within those categories—so being specific will help the bike store staff narrow things down for you. This advice may sound simple, but you would be surprised by how many customers send one- or two-sentence requests, such as “Do you sell bikes?”
Yuki: Using English is fine in many cases; however, you’ll have better luck if you can respect the language barrier and show empathy toward the person you are communicating with.
Matthew: Don’t give up. There are a lot of shops out there that struggle with English, but be persistent. Of course, English speakers are welcome at our shop [laughs].
Come Along for the Ride
Is there anything else that you would like to mention before we wrap up?
Yuki: We often organize meetups and rides at various locations and courses. So, if you have a chance, please join us. It doesn’t matter whether you have purchased a bike from us or not. Everyone is welcome.
How can readers find out about these events?
Yuki: The best way is to follow us on Instagram, where we tend to announce these meetups in advance.