For Shoko Saeki, leadership has never been about transitioning from academia to business—it’s been about integrating both worlds seamlessly. With a strong academic foundation shaped by her time at the University of Exeter and the Woolf Institute, Saeki brings a unique perspective to her role as CEO of DUOLOGY Co. Ltd. “My academic insights have significantly influenced my approach to leadership and decision-making at DUOLOGY,” she shares, emphasizing how she applies the analytical rigor of research to real-world business solutions.
A defining chapter in her journey was her experience working with the United Nations in Geneva. There, she witnessed the powerful intersection of policy, sustainability, and global business, which shaped her belief in the need for ethical leadership. “Seeing firsthand how sustainability and social responsibility were approached at a global level made me realize that academia’s insights could solve real-world challenges,” she notes. This conviction ultimately led her to found DUOLOGY, a business that embodies her commitment to sustainability, ethics, and inclusivity.
Her heritage has also played a role in shaping her vision. Saeki comes from a lineage of entrepreneurs and pioneers—her great-grandfather, Seiichi Teshima, was instrumental in establishing the schools that later became the Tokyo Institute of Technology. Similarly, her ancestor, Riemon Kimura, was a trailblazer in Japan’s economic development. However, Saeki insists that she never wanted to rely solely on her family’s legacy. “I wanted to build my own path through intellectual growth and personal vision,” she states.
One of her greatest influences has been her mother, Yasuko Saeki, a scholar in international politics and law, and a former professional tennis player. Her resilience and balance of career and family responsibilities shaped Saeki’s views on leadership. “Leadership is not just about authority—it’s about responsibility and empathy,” she recalls learning from her example. This early lesson remains central to how she leads DUOLOGY today.
Yasuko’s philosophy of philanthropy also left a deep mark. She believed that privilege carries a responsibility to give back—a principle Saeki has woven into the fabric of DUOLOGY’s mission. “Her belief that leadership is about creating an environment where others can flourish has guided me,” she reflects. It’s a vision she continues to uphold as she leads DUOLOGY toward a future where business success is measured not just in profits, but in positive impact.
Breaking Barriers with Purpose
Being a female CEO in Japan isn’t easy. In a country where traditional gender roles still dominate both corporate and social spheres, women often face subtle resistance in leadership positions. Japan ranked 125th out of 146 countries in the 2023 Global Gender Gap Report, and even lower when it comes to economic participation and wage equality. It’s a reality Saeki knows well. “There were times when people questioned whether a woman could lead a company like DUOLOGY,” she recalls.
But Saeki’s journey has never been about defying stereotypes directly. Instead, she focuses on demonstrating value through action. Her experiences abroad, particularly in the UK, gave her a global perspective and the tools to navigate these challenges. “I’ve learned that overcoming these barriers isn’t about confronting them head-on—it’s about showing, through your work, what diverse leadership can achieve,” she explains. By forming international partnerships based on merit and shared values, Saeki has positioned DUOLOGY as a forward-thinking company that operates with integrity and inclusivity.
Saeki also credits her upbringing for shaping her perspective. Growing up in a family with a strong entrepreneurial legacy, she never saw gender as a barrier to leadership. Her mother—a university professor and former professional tennis player—was a living example of breaking through limitations. “She showed me that true leadership is about resilience and focus, regardless of gender,” Saeki shares.
Today, Saeki is redefining what female leadership looks like in Japan. Her vision for DUOLOGY goes beyond profit; it’s about creating a positive impact on society and the environment. By aligning the company’s mission with sustainability and ethical practices, she’s steering DUOLOGY toward a future where business success is measured by meaningful contributions.
Her international collaborations, including work with the United Nations and the British Embassy, have allowed DUOLOGY to transcend local gender biases. Saeki’s approach is simple but powerful: build a company that stands for values like ethics, inclusivity, and sustainability. This, she believes, is the best way to challenge old norms—not by confrontation, but by example. “Success is about redefining what leadership can be,” she states. And with DUOLOGY’s growing global influence, Saeki is doing just that.
Building DUOLOGY: A Business with Purpose
DUOLOGY started with a simple mission: to address the growing demand for sustainable and ethically sourced products. The idea took shape during the pandemic when the fragility of global supply chains and unsustainable practices became glaringly obvious. The company’s journey began modestly, with a recommendation from the British Embassy to venture into the olive oil business. But that was just the starting point. Saeki’s broader vision soon became clear—to create a business that offers premium products that meet the highest standards of quality while championing sustainability.
Earlier this year, DUOLOGY took another meaningful step by launching a new venture to import handmade diffusers from Scotland’s Isle of Skye Candle Company. “This initiative, also supported by the British Embassy, reflects our commitment to raising global awareness of the UN’s Sustainable Development Goals (SDGs),” Saeki shares. With more people working remotely, there’s been a growing focus on creating nurturing home environments. Through this venture, DUOLOGY aims to contribute products that promote well-being and happiness.
As the company grows, Saeki’s vision has expanded. DUOLOGY is no longer just a provider of sustainable goods—it’s becoming a platform for broader societal change. Collaborations with international partners, like the British Embassy, have opened doors to new markets, allowing the company to reach a wider audience while staying true to its principles of ethical sourcing and production.
The challenges of the pandemic—supply chain disruptions, shifts in consumer behavior, and a heightened awareness of environmental issues—only strengthened DUOLOGY’s resolve. Today, the company doesn’t just respond to these global shifts; it anticipates them. “We see ourselves as leaders in sustainable and responsible commerce,” Saeki states confidently.
At its core, DUOLOGY is driven by the belief that businesses must play a role in creating a more sustainable and responsible future. As the company continues to evolve, it remains firmly committed to its values of sustainability, inclusivity, and ethical leadership. “Staying true to our mission while adapting to global challenges is what defines us,” Saeki affirms.
Bringing Ethical Luxury to Japan
Saeki’s commitment to organic, vegan, and sustainable products runs deep. It’s rooted in her values, academic background, and international experiences. But the turning point came during the pandemic, when it became clear just how interconnected physical and mental health truly are. “I realized then how important it is to offer products that are genuinely good for people’s health—products that promote sustainability while also enhancing well-being,” Saeki explains. For her, the crisis underscored the need for businesses to support both individual health and the welfare of society as a whole.
The UK, with its long-standing leadership in sustainability and eco-consciousness, served as a key influence for DUOLOGY. British businesses have been at the forefront of these movements, supported by progressive educational and governmental efforts. The British Embassy in Japan has been pivotal in promoting cross-cultural understanding around these vital issues, especially in areas like organic farming, eco-friendly product development, and environmental stewardship. “The UK’s commitment to the UN’s Sustainable Development Goals (SDGs) has laid a solid foundation for promoting sustainable products on a global scale,” says Saeki.
The collaboration with the British Embassy allowed Saeki to introduce these values into the Japanese market in a meaningful way. While Japan’s consumer base has traditionally leaned toward long-standing customs, there is now a growing openness to global trends in health, wellness, and sustainability. Many are looking for products that meet high standards while staying true to ethical practices. This shift has been an opportunity for DUOLOGY to lead the charge by offering high-quality products that align with these evolving values.
One example is the premium olive oil DUOLOGY imports from Greece, sourced from farms practicing regenerative agriculture. This not only ensures top-tier quality but also promotes land preservation for future generations. Similarly, the company’s diffusers and candles are made from soy wax, a renewable resource that minimizes environmental impact.
British businesses and organizations have played a critical role in educating consumers about the importance of sustainability. Campaigns led by the UK’s Department for Environment, Food & Rural Affairs (DEFRA) have encouraged eco-friendly choices, shaping consumer behavior in the UK and beyond. Inspired by these initiatives, Saeki believes that businesses have the power to influence consumer habits. “By offering products that are both luxurious and ethical, we show that sustainability and quality aren’t mutually exclusive—they can elevate each other,” she affirms.
Through its collaboration with the British Embassy, DUOLOGY has been able to bring this philosophy to Japan, offering products that are not only premium and environmentally responsible but also inspire a broader cultural shift toward sustainable consumer behavior. “Our goal is to demonstrate that luxury and ethics can—and should—go hand in hand,” Saeki shares.
Crafting a Better Future through Ethical Sourcing
Every product under DUOLOGY is thoughtfully curated to embody the core values of sustainability, inclusivity, and ethical responsibility. Saeki believes that the products people consume should have a story to tell and contribute positively to both communities and the environment. “We want our offerings to reflect our mission of promoting a healthier planet and equitable business practices,” she shares.
Take the olive oils from AVLAKI, for example. These are sourced from organic farms on the Greek island of Lesvos, where farming is done without chemical interventions to preserve the local ecosystem. Not only are the oils produced using environmentally respectful methods, but the farms also maintain traditional practices that support local communities. “The land is treated with care, and the workers are fairly compensated,” Saeki notes, emphasizing how every part of the process aligns with DUOLOGY’s principles of ethical sourcing and sustainability.
The same philosophy extends to their handmade diffusers, crafted by the Isle of Skye Candle Company in Scotland. Using natural oils and sustainable resources, this business aligns perfectly with DUOLOGY’s mission of providing luxury products that also promote mindfulness and well-being. In a post-pandemic world where the home has become a central part of daily life, these diffusers offer an opportunity to elevate physical and mental well-being, while supporting eco-conscious consumption.
Inclusivity, too, is a key tenet of DUOLOGY’s approach. Whether partnering with small artisans or international organizations, the aim is to embed fairness, equality, and sustainability throughout the supply chain. This ensures that their products resonate with a diverse audience, proving that ethical consumption can be both accessible and impactful, regardless of one’s background. “We want to show that luxury, sustainability, and inclusivity can coexist,” Saeki says.
Through products like AVLAKI’s pure olive oils and Skye’s handmade diffusers, DUOLOGY is demonstrating that responsible choices can be both indulgent and purposeful. It’s not just about what consumers buy—it’s about making decisions that align with a brighter future for both people and the planet.
Beyond the Product
DUOLOGY’s dedication to sustainability extends far beyond the products it offers. Its commitment is intertwined with the broader goals set by the United Nations Sustainable Development Goals (SDGs), viewing sustainability through a lens that encompasses not just environmental impact, but also social and economic well-being. By aligning business practices with the SDGs, the aim is to create lasting change for both the planet and society.
Currently, DUOLOGY focuses on bringing eco-friendly products from the UK that adhere to these sustainability principles. From sourcing to distribution, every step is designed to minimize environmental footprint while ensuring that communities involved in the supply chain are treated fairly. “We prioritize eco-friendly and socially responsible methods to ensure livelihoods are safeguarded,” explains Saeki. This commitment is at the heart of DUOLOGY’s mission.
Looking ahead, the company has ambitions to expand its offerings by developing unique products that embody the same values, further strengthening its alignment with the SDGs. One such initiative is a campaign inspired by the film Call Me By Your Name to raise awareness of equal marriage. With artistic advertisements and promotional content, the campaign aims to spark conversations about equal rights, promoting social change in regions where these rights are still contested. “It’s about sharing evocative stories of love that transcend boundaries,” Saeki notes.
Another valuable collaboration is with Blue Renaissance Co. Ltd., a leader in nature-positive transitions in Thailand. Together, they are working on solutions that protect natural ecosystems while uplifting communities—advancing shared goals that resonate with the SDGs. “Their expertise in biodiversity, climate change, and sustainable finance complements our vision for a future where environmental preservation and social equity go hand in hand,” she adds.
On the cultural front, DUOLOGY continues to support initiatives like the Royal Crown Japan Society’s annual event at the Imperial Hotel. This prestigious event not only fosters cross-cultural understanding between Japan and the UK but also promotes sustainability and inclusivity through educational lectures. By leading such diverse projects, DUOLOGY is reinforcing its commitment to the SDGs and showcasing the transformative power of art and culture in driving global social change.
Through these endeavors, Saeki hopes to demonstrate that sustainability is more than just a business strategy—it’s a promise to future generations to build a world where ethical choices are celebrated, and every product contributes to a more just and equitable society.
Embracing a New Era of Corporate Responsibility
The pandemic reshaped the way businesses think about sustainability and corporate responsibility. For DUOLOGY, this transformation goes beyond just adapting to a post-pandemic landscape—it’s about leading the charge toward a more sustainable and ethical future.
The global crisis exposed how fragile supply chains can be and shone a spotlight on the environmental impact of unsustainable practices. It was a wake-up call for businesses, making it clear that they must do more than just focus on profits. Today, consumers expect companies to prioritize the well-being of people, communities, and the planet. In Japan, where corporate culture has traditionally leaned conservative, there’s a growing shift toward businesses taking an active role in tackling issues like climate change, inequality, and social justice.
DUOLOGY is uniquely positioned to be at the forefront of this shift. By offering high-quality products that are ethically sourced and produced, it proves that profitability and sustainability aren’t mutually exclusive. Shoko Saeki, Founder of DUOLOGY, believes that companies must move beyond traditional models of profit maximization to embrace a more holistic approach that accounts for the well-being of both people and the planet. “Creating a company that prioritizes ethical practices and sustainability is not just about responding to consumer demand—it’s about helping to shape it,” she asserts.
At DUOLOGY, inclusivity is more than just a buzzword; it’s a guiding principle. Saeki’s emphasis on building a diverse team is grounded in her belief that true innovation flourishes when people with varied backgrounds and viewpoints collaborate. However, diversity goes beyond representation. It’s about creating an environment where everyone feels valued, recognized, and empowered to bring their authentic selves to the table.
For Saeki, inclusivity is deeply intertwined with a mindset of positivity—not superficial optimism, but one rooted in growth, reflection, and resilience. “Positivity involves drawing lessons from every experience—whether it’s success, failure, or conflict—and recognizing the value in each situation,” she shares. This philosophy extends to DUOLOGY’s partnerships as well, with a diverse network of suppliers and artisans enriching the quality and authenticity of its products.
Ultimately, DUOLOGY’s approach to sustainability, inclusivity, and ethical practices isn’t just about responding to current trends—it’s about helping to define what the future of responsible business looks like.
The Art of Meaningful Gift-Giving
Gift-giving is more than an exchange of goods; it’s a gesture that speaks volumes about respect, gratitude, and the desire to strengthen relationships. At DUOLOGY, this tradition is celebrated through products that reflect thoughtfulness, quality, and craftsmanship. Attention to detail—from the selection of gifts to their presentation—honors the cultural significance of gifting while embracing the need to innovate in today’s globalized world.
In Japan, the art of gift-giving is steeped in formality, where even the wrapping and timing of the gift hold symbolic meaning. DUOLOGY respects these traditions, offering a curated selection of premium products, such as organic olive oils and handmade candles, that not only convey a sense of luxury but also highlight the values of sustainability and ethical sourcing. “The act of gift-giving should reflect care, consideration, and an awareness of the impact we have on the world,” notes Saeki.
This philosophy isn’t limited to Japan. Across cultures, a thoughtful gift transcends its material value—it’s the intention behind it that matters. DUOLOGY’s offerings align with the growing trend of conscious consumption, allowing individuals to honor their cultural heritage while embracing modern values of environmental responsibility.
Finding the right balance between tradition and innovation is key. DUOLOGY introduces ethically produced products from abroad, giving consumers in Japan a way to maintain their customs while engaging with global sustainability movements. This approach allows the act of gift-giving, whether personal or professional, to resonate more deeply. By blending respect for tradition with an awareness of global issues, DUOLOGY is helping to redefine what it means to give a truly meaningful gift.
“Tradition and innovation aren’t at odds; they complement each other beautifully when approached thoughtfully,” says Saeki. For DUOLOGY, this balance is at the heart of its mission—creating products that honor the rich history of Japanese gift-giving while contributing to a more sustainable future.
Blending Strategy, Empathy, and Global Vision
Saeki’s leadership journey at DUOLOGY has been one of transformation, evolving from an analytical approach to one that blends emotional intelligence with strategic foresight. When she first started DUOLOGY, she leaned heavily on the structured problem-solving and data-driven frameworks honed during her academic years. “In the beginning, I saw leadership as an intellectual exercise,” Saeki reflects. Her early decisions were guided by research and data, treating leadership as a logical, almost academic pursuit.
But as the company grew, and she began working with a diverse global team, Saeki discovered that great leadership required more than just facts and figures. It was about connecting with people, fostering creativity, and building an inclusive culture where every voice mattered. Today, her approach has shifted towards open dialogue and empathy, encouraging her team to challenge ideas and contribute meaningfully. She believes that “the most innovative solutions often arise from positive communication and collaboration,” rather than a single leader’s directive.
For Saeki, sustainability, inclusivity, and ethical responsibility are more than just corporate buzzwords; they are the very core of DUOLOGY’s values. These principles shape every aspect of the business—from sourcing products to forming partnerships. “Business should be a force for good, prioritizing long-term impact over short-term gains,” she asserts. For her, leadership is about building a company that not only thrives commercially but also leaves a positive mark on society and the environment.
This evolution reflects her belief that leadership is not just about guiding a company but nurturing the growth of others. It’s a philosophy rooted in her diverse experiences in global diplomacy and policymaking, and from personal lessons learned from her mother, who taught her the value of nurturing relationships and creating meaningful change.
Expanding Impact Through Sustainable Growth
Looking ahead, Saeki sees DUOLOGY expanding its product range and market reach, while deepening its commitment to sustainability and inclusivity. This journey, however, isn’t just about scaling the business—it’s about actively contributing to the United Nations Sustainable Development Goals (SDGs). By importing British products with a strong sustainability focus, she hopes to not only raise awareness of the SDGs but also to encourage others to engage in building a responsible global economy.
A key goal is to bridge the Global North and Global South through new, environmentally friendly products that embody shared values. Saeki envisions collaborations with academic hubs and business platforms to foster a cross-regional dialogue that drives both innovation and ethical business practices. “This cross-cultural exchange will enable us to produce goods that meet high sustainability standards while contributing to a more balanced and inclusive global marketplace,” she explains.
Southeast Asia is the immediate focus of this expansion, a region where demand for ethically sourced and environmentally sustainable products is growing. By forming strategic partnerships, DUOLOGY aims to introduce new product lines that embody high-quality craftsmanship, sustainability, and social responsibility. The goal is to create a ripple effect that aligns with the SDGs, ensuring that every product minimizes environmental impact while promoting a more equitable world.
Simultaneously, Saeki is also strengthening local sustainability initiatives in Japan. With its deep-rooted traditions of craftsmanship and respect for nature, Japan has the potential to be a global leader in sustainable business practices. By partnering with local artisans, DUOLOGY aims to create products that honor these cultural traditions while integrating modern sustainability principles—bridging the gap between heritage and contemporary values.
A Commitment to Lifelong Learning and Global Impact
Despite the rapid growth and evolving strategy, Saeki remains grounded in the understanding that leadership is a continuous learning process. DUOLOGY, still a young company, offers countless opportunities for learning and growth. “Each step forward is a chance to refine our vision and deepen our impact,” she says. This mindset ensures that DUOLOGY stays adaptable, responsive, and committed to its core values as it navigates new markets and opportunities.
Ultimately, Saeki’s vision is to build a global network of partners who share DUOLOGY’s commitment to sustainability, inclusivity, and ethical responsibility. This isn’t just about business objectives; it’s a reflection of her dedication to integrating academic insights into practical solutions that drive real-world change. Her studies in global cultural and societal issues continue to shape her decision-making, allowing her to approach business with both intellectual rigor and a sense of purpose.
As DUOLOGY expands into new markets and deepens its local efforts, Saeki remains steadfast in her mission: to set new standards for responsible commerce in the 21st century. Through innovative product development, cross-cultural collaborations, and sustainability initiatives, she is determined to ensure that DUOLOGY not only meets commercial goals but also contributes meaningfully to societal progress.
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