Every Sunday we unravel the story of a quiet visionary who built an empire from nothing. Today: Yoshiko Shinohara, a woman who opened up the job market in 20th century conservative Japan and paved the way for thousands of women. Her weapon? Determination, vision and a small apartment as an office
A beginning full of obstacles
Yoshiko Shinohara was born in 1934 in Japan, a time when women were expected to marry, not undertake. After high school, she sought her freedom in London and Australia, where she worked as a temporary secretary. That experience planted a seed: flexible work could offer women opportunities that traditional systems denied them.
She returned to Japan in the 1970s, divorced, childless and socially marginalized. As a single, middle-aged woman, finding work was difficult; starting her own business seemed unthinkable. Yet she saw in those limitations an opportunity to make a change - for herself and for others.
The breakthrough: an illegal leap of faith
In 1973, from her small apartment in Tokyo, Shinohara began matching job seekers with companies. There was one problem: Temporary work was illegal in Japan. She risked legal trouble, fines and social exclusion. But Shinohara believed in her vision.
"I knew the rules were holding people back. So I broke them, for their own good." Yoshiko Shinohara
With a typewriter and a telephone, she built a network. Her first clients were women like her: motivated, but excluded. By 1980, her client base grew so quickly that companies and job seekers praised her reliability. When Japan relaxed the laws around temp work in 1985, in part because of pioneers like Shinohara, she was ready to expand.
Pasona Group: a revolution in work
In 1985, Shinohara established Tempstaff Co. Ltd. established Japan's first legal staffing agency.
A key moment.
In the 1990s, Shinohara introduced a program for women who wanted to return to work after marriage or motherhood. This caught the attention of large companies and changed the view of flexible work in Japan.
In 2008, it merged with Pasona Group, which grew into a giant in HR services. Today, Pasona offers:
• Uitzendwerk en tijdelijke contracten.
• Recruitment voor vaste functies.
• Opleiding en loopbaanbegeleiding.
• Internationale plaatsing van talent.
Pasona in figures (2024):
Active in 13+ countries, from the US to Singapore.
Helps 35,000+ job seekers find jobs annually (estimated, based on company reports).
Annual turnover: US$ 3 billion. Shinohara's wealth has grown tremendously over the years. According to Forbes it will reach USD1.2 billion by 2024.
Mindset: breaking down walls with patience
Shinohara's strength lay in her quiet determination. In a patriarchal society, she built an empire without fuss. The results spoke for themselves. Her principles:
• Kleine stappen, grote impact: Ze begon met één klant, één match.
• Vertrouwen boven winst: Haar reputatie als betrouwbare partner was haar kapitaal.
• Maatschappelijk doel: Ze wilde vrouwen zoals zij een stem én een inkomen geven.
In a rare interview, she shared a moment of uncertainty when an early client rejected her work. She felt shame and doubt. Shinohara learned from this incident, refined her approach and moved on. That resilience was her weapon.
Impact: women, work and dignity
Shinohara's influence is very great due to her success this is reflected in the following facts:
She helped tens of thousands of women gain access to work in a country where full-time "salarymen" were the norm.
She pioneered flexible and remote work long before the pandemic made this a normal practice. Through the Shinohara Foundation, she donated millions to education, such as scholarships for girls at Waseda University, to give them opportunities she herself never had.
She stepped down as director of Pasona in 2022, but her voice continues to resonate in debates about gender equality and the future of work in Japan.
Why she remained unknown
Yoshiko Shinohara shuns the limelight. She speaks limited English, rarely gives interviews and does not seek international fame. She built her emporium in silence, without scandal or pomp. Her focus? Results, not recognition.
What we learn from her
"Never let rules that are not made for your growth hold you back."
Yoshiko Shinohara proves that even in a rigid system, you can break through walls with patience, vision and actions. What is your first step to overcome a barrier , for yourself or others?
