Special Event Featuring “Sugawara-kun,” Renowned Tax Accountant

We hosted a special event featuring Yoichi Sugawara, CEO of SMG Group—widely known as “Sugawara-kun,” a popular tax accountant with over 1.18 million YouTube subscribers. A collaborative talk session with No. Founder Chiaki Aoki was held on July 13, 2025.

The theme of the talk was: “Make Numbers Your Ally. How Money, Work, Fashion, and Life Are Shaped by Numbers.”
Bringing together Sugawara’s analytical perspective as a tax accountant and Aoki’s sensibility of infusing meaning into numbers through fashion and branding, the session explored the influence of numbers and practical ways to harness lucky numbers, offering insights that were both useful and deeply inspiring.

Following the talk, guests were invited to try on No. jewelry in person.

Additionally, customers who made a purchase on the day enjoyed a special opportunity to take photos with Sugawara-kun and receive a personally signed autograph.

[Profile: Yoichi Sugawara]

Yoshikazu Sugawara / CEO, SMG Sugawara Management Co., Ltd. / Representative Tax Accountant, SMG Tax Corporation

Born in Mie Prefecture in 1975, Sugawara trained under a former National Tax Agency investigator
and is widely recognized as a tax accountant with exceptional expertise in tax audits. He receives a steady stream of requests from across Japan to assist with audit representation. Through his proprietary documentation, highly praised by financial institutions, he has achieved a loan approval rate exceeding 95%, including for companies operating at a loss. Among his clients, 85% maintain profitability, far surpassing the national average of 30%.

His YouTube channel, “Datsu Zeirishi Sugawara-kun,” launched in December 2022, surpassed 1 million subscribers within just over two years. His blog, “Datsu! Zeirishi Sugawara no Okane wo Fuyasu Keiei-jutsu!” ranked No.1 in Japan’s tax accountant blog rankings, and he has been recognized as an official top blogger on Ameba.

With over 1,000 speaking engagements—including for Google, APA Hotels, Ricoh Japan, and Robert Kiyosaki, he is a highly sought-after speaker and frequently featured in various media. On February 22, 2024, he published “Where Did the Tapioca Shops Go? The Business Mechanics of Starting and Profiting from a Venture,” which has sold over 120,000 copies within its first year.

YouTube: Datsu Zeirishi Sugawara-kun