CAR & BIKE

2026.02.10

【Interview】Why did Satoru Irei choose the Hyundai IONIQ 5?

Why did he step down from Porsche and choose Hyundai? Guided by respect and curiosity, Irei switched to the IONIQ 5. We explored the mindset that influenced his choice.

BiS Co., Ltd.
CEO Satoru Ireijou
Born on December 22, 1994, from Kanagawa Prefecture. In April 2021, he established BiS Co., Ltd. in Ayase City, Kanagawa Prefecture, and began agency operations related to television publicity. He produces several brands, including the "Jackson Square Tokyo Shibuya" bomber jackets and leather goods like "TOUR RECORD" wallets. His latest publications include "The Compass for Entrepreneurs" and "To Those Who Chase Their Dreams: Dreams Create Life" (both published by Fastbook).

1 | The longing for motorcycles is a formative experience of my teenage years.

"When I was in my teens, it was more about motorcycles than cars. I was simply drawn to 'fast things' and 'powerful things.' I think it was more of an instinctive sensation."

The one speaking is Mr. Ireijou, the representative director and entrepreneur of BiS, a company involved in television publicity and more. When tracing his origins, memories of "vehicles" arise, separate from the glamorous business discussions. There was a pure longing for "speed" and "power."

"When I was still a student, a senior from my hometown came riding a scooter. It was shocking how simple the mechanism was: twist the throttle and it moves forward. The feeling that my own will directly translated into speed was incredibly fascinating."

Soon, he yearned for a faster, more powerful 400cc bike, mastering it while falling numerous times.

“I practiced tirelessly in the sandy ground behind my house, falling again and again. It didn’t go well, but still, the feeling of ‘wanting to be able to ride’ never disappeared. The moment I engaged the clutch, I could tell right away; the power is completely different from a scooter, and everything—the sound, the vibrations—was something else entirely. That feeling resonating deep within my body... honestly, it was electrifying.”

The "yearning for power" within Ireiemon has been consistent since then. Speed, sound, presence. It was something that went beyond merely liking vehicles; it was a being that freed him.

2 | Why the Hyundai IONIQ 5?

The car chosen by Ireiemon was the Hyundai EV "IONIQ 5" (Lounge). What was the reason for letting go of his previously owned Porsche and choosing this car?

"I go to South Korea about once or twice a month for work, and there are a lot of Hyundais for taxis over there. Every time I ride in one, I think, 'It's spacious,' and I get this feeling that it’s 'luxurious,' which updates my impression each time. So, while I was researching, I ended up wanting one."

The interior of the IONIQ 5 is spacious, quiet, and has a certain sense of ease. In addition to this firsthand experience, for Mr. Irei, it also served as a gateway to wanting to know more deeply about the country of Korea.

"I'm currently deciding to buy 'Korean products' if I'm going to purchase something. Doing so allows me to directly see the values of the producers and consumers I work with in business. This inevitably raises questions like, 'Why is it this way?' As I investigate further, it connects to culture and history, which I find very interesting."

That interest eventually led him to cars, which is the genre he likes.

"I believe that just knowing something as knowledge is definitely not enough; there are too many things that you can only see when you actually use it. Instead of just changing cars, I had the feeling that I wanted to experience and learn. Also, there aren't many Korean cars in Japan yet. That might be another reason (why I became interested)."

3｜What is the difference experienced while riding in a Porsche?

Mr. Irei switched from a Porsche Panamera to a Hyundai IONIQ 5.
Photography by Daichi Kato

"The purposes are completely different. For the driver, a Porsche is an incredibly fun car. But honestly, there were many moments when I thought the passengers would get tired."

On the other hand, he continues about the IONIQ 5.

"This car is comfortable for everyone riding in it. Not just the driver, but also the people in the back seat. It's completely different on long distances. The cabin is quiet, and the body rigidity is sufficient. I thought it was a car that drives beautifully."

On the day of delivery, Mr. Irei-mon was setting up his smartphone while receiving an explanation of the IONIQ 5.

The characteristics and settings unique to the IONIQ 5 left a positive impression.

“At first, I thought the suspension was a bit soft, but when I changed the settings, it became properly firm. It's more than sufficient for my needs. Overall, I am satisfied.”

Before I knew it, a month had passed since the delivery, and I had already driven over 1000 km. From Tokyo to Ito and Kawagoe, and in my hometown Ayase. My driving style is natural, from business to personal use.

“By buying the IONIQ 5, I’ve become more proactive about thinking, ‘Maybe I’ll take the car.’ That might actually be the biggest change.”

4｜The car brings conversations

Mr. Ireimon has been driving to Ito, Shizuoka Prefecture the day after receiving his new car.

"Since I've gotten this car, I've been surprisingly approached for conversations. The car is the catalyst for starting interactions."

"The way people notice me is completely different compared to when I was driving a Porsche. Instead of 'What an amazing car,' they express curiosity with 'What is that?' Even those who may not necessarily like cars might notice, like someone who is a fan of Korea."

It seems that at the Daikanyama Tsutaya bookstore, he was approached by a woman who turned out to be from Korea.

Furthermore, it was not only a means of transportation but also a presence that smoothed out relationships. When driving clients from Korea to the airport or when American friends see the IONIQ 5 and are amazed, all of it becomes a natural gateway for conversation.

"When I'm with clients and friends in the IONIQ 5, it starts with the question, 'Why did you choose this car?' and naturally flows into discussions about Korean business and culture." "It's more like an extension of conversation than a business meeting in the car. Before you know it, we're talking business at the end, and that flow feels the most fitting."

5｜Because I love Japan, I want to know about the neighboring country

Mr. Irei has been increasingly led by curiosity to engage in business discussions with Korean companies.

Mr. Irei loves the Japan where he was born and raised, and he is a business owner with a strong affection for Japan. The brand he founded respects Japanese craftsmanship and continuously launches initiatives that allow users to receive proper recognition, garnering support.

"That's why I really want to know (about our neighboring country)." <

In business with South Korea, it seems that discussions about past events and memories can come up. During such times, Mr. Irei says he doesn't avoid those conversations.

"Even though it's the same past event, the way it's remembered is completely different. Doing business with each other without understanding that discrepancy feels somehow insincere." <

In fact, tracing Hyundai's history leads back to its origins and ties with Japanese companies.

"When we have such conversations, the other party responds, saying, 'We are neighbors and have grown together.'"

Acquiring the IONIQ 5 was also a part of that extended line.

6 | Business and curiosity that start with respect

“I think you can't properly clash with someone if you don't have respect for them. Being reserved and showing respect are completely different.”

On that basis, it's said that he has also conveyed harsh opinions about Korean manufacturing.

“I clearly told a Korean business partner we were negotiating with for manufacturing contracts, ‘With this quality, it won't sell in Japan.’ Then I was laughed at and replied, ‘We’re happy to hear something like that because Japanese people don’t say it.’”

Mr. Irimon's stance is consistent: "Face it properly, use it yourself."

"Knowing something as knowledge and actually experiencing it are completely different. The same goes for cars; I believe there are things you only understand when you hold the steering wheel."

The switch to the IONIQ 5, guided by respect and curiosity. It was not a choice of “which car to choose,” but rather a choice of “how to engage with the world.” Mr. Irei is striving today to understand more deeply, holding the steering wheel to bridge the gap.

撮影／加藤大地

via cdn.clipkit.co

A guidebook for those who want to seriously engage with management.

A guidebook summarizing the mindset required to survive as a business owner, based on the author's (Satoru Irei) experiences in his fifth year of entrepreneurship. The book discusses lessons learned from the author's failures and the business mindset necessary for business success, expressed in relatable terms about the essence of management. It is a book that not only supports those who seriously want to face management but also reminds them of the determination and courage needed for entrepreneurship. "Compass for Business Owners: The Gap Between My Dream and Reality, Believing That Starting a Business Equals Success" Author: Satoru Irei Publisher: Fastbook Price: 1,595 yen (paperback)

BiS Corporation　https://bis-inc.co.jp/

Interview/Text by Nanako Otake　Photography by Masafumi Kakino

Search Compass for Business Owners on Amazon