The origin of the KINCHO trademark

The KINCHO trademark is derived from the phrase, "Better to be the head of a rooster than the tail of a bull," which is found in a passage of "Su Qin’s Biography" in Shiji, the first history book in Chinese history compiled by Sima Qian.
According to the report, Su Qin, a political consultant and philosopher, during China's Warring States period, preached to the kings of Han, Wei, Zhao, Yan, Chu and Qi that they should form an alliance to oppose the Qin Dynasty. He used this phrase to say, "Each of you should maintain your authority as the king of one country, even if it is a small country. Do not bow down to Qin.” He persuaded the kings of the countries that they should each become the head of a chicken, albeit a small one, rather than bowing to the Qin and living like the tail of an ox, thus completing the alliance.
Eiichiro Ueyama, who believed in this phrase, registered the KINCHO trademark in 1910. As a pioneer in the industry, he was aware and determined to be the head of a chicken, and he wished to be the best in every aspect including quality, so that he would never be the tail of an ox. As a manufacturer, we will always seek to be number one in terms of quality, credibility and management.

The origin of the KINCHO trademark