Morii was the son of a small Japanese retailer. After graduating from university, he couldn't find a suitable job and had no choice but to return home to help his father run the family business. However, due to various reasons, the business never flourished, and he felt increasingly anxious.
One day, a customer came into the small shop asking to buy carbonated mineral water. Without thinking, Morii handed him a regular bottle of still water.
The customer shook his head repeatedly, glanced at the shelves, and said, "Never mind. A small, ordinary shop like this wouldn't carry carbonated mineral water anyway."
Feeling both ashamed and curious, Morii stopped the customer to ask for advice. That's when he learned that in France, there is a type of mineral water whose source lies deep within geological layers formed after volcanic eruptions, naturally containing bubbles.
French producers first extract the natural gas bubbles from the water, then purify the water to achieve an optimal balance of various minerals, and finally reinject the stored bubbles back into the treated water.
This elaborate process produced a "natural" carbonated mineral water that became highly popular. Many people regarded drinking this bubbly water as a luxurious experience.
The customer also told him that this type of water was only available in Japan's most upscale department stores and was difficult to obtain.
After the customer left, Morii stood there as if struck by sudden enlightenment, lost in thought for a long time.
He realized he had finally found his business vision: to open a specialty shop dedicated solely to selling water.
He sprang into action immediately, spending six months traveling, learning, and collecting water samples. After careful preparation, his "Water Bar" opened for business.
The entire shop was designed to resemble a vessel holding water, selling various meticulously formulated waters and premium mineral waters from around the world. Each type of water served a specific purpose: water rich in minerals was good for health, oxygen-enriched water was suitable for the elderly and pregnant women... He even created an "energy water," specially drawn from underground and bottled at the peak of a full moon, said to possess the highest energy level, specifically designed for people practicing qigong.
At first, people were astonished by his water bar, then grew curious, and quickly embraced this novel concept. Visiting the bar to drink and purchasing specialty bottled water to take home became a trendy new habit, making his business exceptionally prosperous.
To others, plain water seemed utterly ordinary—nothing more than a means to quench thirst. But Morii keenly discovered the hidden opportunities within water, developed them, and turned them into a new beginning for his life.