Noritsu's Slogans & Taglines

Since 1951, Noritsu Koki has operated under a simple, uncompromising mandate: "Always become the best in every field we enter." Born from founder Kanichi Nishimoto's automatic photo print washer, the company revolutionized global photofinishing with its 1976 QSS-1 minilab system, capturing over 50% worldwide market share before digital disruption forced a radical reinvention. Today, the Tokyo-based holding company has rebuilt itself around a "No.1/Only 1" manufacturing philosophy, anchored by three powerhouse subsidiaries: Teibow, the world's leading producer of pen nibs and cosmetic applicators; AlphaTheta, commanding over 70% of the global DJ equipment market under its Pioneer DJ lineage; and JLab, a fast-growing American consumer audio brand. Its corporate ethos has evolved from the founder's perfectionist creed to a modern vision of "Prosperity for society and people," reflecting a remarkable journey from darkroom machinery to precision components, professional sound, and beyond.