When Japanese entrepreneur Jota Naito founded his own company, DOAH Co. Ltd., shortly after completing his undergraduate studies, he was motivated by a mix of family inspiration and personal ambition.
“I grew up watching my grandfather run his own business,” Jota recalls. “I always wanted to do something different from others and to create something on my own.”
His grandfather ran a trading company, buying and selling products to local businesses, but it wasn’t just the business model that left an impression on Jota. “What I learned from him was the importance of caring not only about your company but also about your employees, their families, business partners, and the local community,” he shares. “He was a strict person, but deep down, a generous leader who always cared about others. For him, business wasn’t just about making money, it was about creating a positive impact on people’s lives.”
This philosophy deeply shaped Jota’s own entrepreneurial outlook. “I always value this mindset, along with making sure that I feel truly excited and passionate about the business I am doing,” he says.
Building a Business from Passion
Jota founded DOAH not because he had identified a clear market gap, but because he wanted to follow his curiosity and passion. “I simply followed the direction that excited me most,” he says. “I feel happiest when I can support and witness someone’s growth. I’ve always been curious about many things rather than focusing on just one, so consulting fits my personality well.”
That drive for independence and differentiation also fuelled his decision to start a company right after graduation. “Maybe, in a way, I just wanted to stand out,” he admits with a smile.
One of his most rewarding early milestones came when he successfully secured his company’s first office. “At that time, I was only 22 years old with no business experience, so the real estate company didn’t trust me and refused to sign a contract,” he recalls. “But I didn’t give up. I prepared a detailed business plan and visited their office almost every day until they agreed. That moment was incredibly rewarding and gave me confidence in my determination.”
Finding Purpose Through Learning
Reflecting on his entrepreneurial beginnings, Jota realised that true success requires deeper meaning. “You should have a strong reason for doing business,” he says. “In my case, I started my company simply because I wanted to run a business. It was hard to keep my motivation without a deeper purpose.”
This self-awareness eventually led him to pursue further studies and a new chapter in Singapore. Having lived and studied in Japan, Mexico, and the U.S., Jota wanted to expand his business knowledge and gain international exposure.
“I’ve always dreamed of working overseas,” he says. “When I visited both NUS and SMU, I could just imagine myself studying at SMU. It was the vibe,” he laughs. “I tend to follow my intuition, and I just felt SMU was the right fit. The programme content was also very attractive, especially since I didn’t study business in my undergraduate degree.”
Building Confidence Through Knowledge and Community
Coming from a non-business background and studying in English presented early challenges. But Jota’s determination quickly turned into achievement when he earned a GPA of 4.0 in Term 1 and a place on the Dean’s List.
“I struggled a lot in the beginning because English isn’t my mother tongue,” he admits. “I knew my English level wasn’t as good as others, so I worked harder than anyone else. I spent almost all day, every day, in the library. When I saw the results, I felt truly proud of myself.”
He credits SMU’s interactive learning environment and his diverse classmates for transforming his outlook. “As the only Japanese student in the programme, everything felt new and stimulating,” he shares. “My classmates come from very different backgrounds, and I’ve learned so much from their perspectives, how they were educated, how they see life and success. These experiences have broadened my worldview and expanded my future possibilities.”
His favourite class so far? Entrepreneurship and Intrapreneurship. “The professor is amazing, and the discussions are so practical,” he says. “In one group project, we had to develop a startup idea from scratch. It was different from other projects because we had to think about every aspect, marketing, finance, operations, and strategy, just like in a real business. That project gave me a deeper appreciation for how complex and interconnected business really is.”
A Global Perspective for a Global Future
Having lived and studied across multiple countries, Jota believes his international experiences have shaped how he approaches leadership and collaboration.
“Through my global experiences, I’ve become much more open-minded,” he says. “When I encounter new cultures or ways of thinking, I don’t react negatively, I see them as opportunities to learn and grow. I think this mindset helps me work effectively in diverse environments.”
After graduation, Jota hopes to begin his professional journey in consulting or business development in Singapore before eventually starting his own venture again. “I haven’t decided on a specific industry yet, but I know I find happiness in supporting someone’s success,” he explains. “My entrepreneurial experience will be an advantage. Having built something from scratch helps me understand clients more deeply and give more practical advice.”
Looking Ahead
Outside of class, Jota enjoys exploring Singapore’s vibrant food scene, playing tennis, and travelling with friends, though he admits he’s now more of a soccer fan than a player.
When asked what advice he’d give his younger self, Jota pauses, then smiles.
“Keep going toward what excites you without worrying about what others think.”
And for aspiring international students considering the SMU MIM?
“Study English,” he says with a laugh. “Because if your English is good, you can use your full potential here in Singapore.”
