Rika Shiiki (1998) is the CEO of AMF (Japan), a company that specializes in consulting businesses on marketing strategies and promoting product lines for female students. At the age of 12, Rika began to dream of owning her own company: "At that time, I wanted to do so many things that I thought it wouldn't be enough to do it all my life."

Rika's idea for a startup came from her father's advice. He believed that a startup could do many different jobs. With her father's encouragement, in February 2013, the student founded AMF. To have 450,000 JPY (78 million VND) to start a business at the age of 16, Rika took all her savings and borrowed from her father.

422740673 1340670946685299 2872281334423835924 n.jpg
Rika Shiiki - CEO of AMF company started her business at the age of 16. Photo: Sinchew

Recalling the process of starting a business, Rika said, the biggest challenge was building a brand. When the company started operating, the young female CEO had difficulty in running it, because she lacked ideas for finding customers, planning, experience and creativity.

At this time, Rika decided to create a Blog and Twitter to share personal photos and stories about her life. Thanks to that, the young CEO was noticed by the Internet forum 2channel and invited by the technology company Cyber ​​Agent to collaborate.

After a short time, AMF quickly impressed many partners. The female CEO said that her competitive advantage is her youthfulness and unique marketing style. This helps AMF receive the support of many large companies.

Rika has consulted for the Panda Ichiro emoticon line of Recruit Jobs Co., in Japan. The young female CEO has collaborated with United Television Broadcasting (Los Angeles, USA) to produce videos . In addition, Rika is also the owner of the alarm clock application on iPhone.

With the successes achieved, in 2016, Rika was honored by Forbes magazine as the youngest representative face under 30 (30 Under 30 Asia) with influence in the field of media, marketing and advertising in Asia, at the age of 18. Sharing her business motivation, Rika said that her father is her biggest inspiration. Rika's father is Mr. Ryuta Shiiki, CEO of animation flash production company DLE Inc.

422528973 896268242127253 2549669971518345256 n.jpg
Rika, CEO of AMF, was honored by Forbes Asia magazine as an outstanding young face under 30 years old. Photo: Sinchew

Despite her early success in business, Rika was determined to study hard. In the 2017 university entrance exam, Rika was accepted into the Literature Department of Keio University - Japan's top private university. The CEO of AMF affirmed: "I will not give up my studies while pursuing my career." By 2021, the young female CEO will graduate from university.

When sharing her personal story, the female CEO hopes to be able to create changes for the young generation of the country and the world . "Many young people my age do not have dreams. Therefore, I want to motivate them by starting their own company," Rika shared.

The young CEO confided: "Suddenly I feel scared that one day I will leave this world without having done anything for society. I want to leave my mark while I still exist."

Currently, after more than 10 years of establishment, AMF company still receives the trust of many domestic and foreign partners. To achieve this result, the female CEO has devoted herself. At the end of December 2023, Rika surprised many people when she announced her marriage registration with a Japanese businessman.

According to Sinchew