FSX

In 1967, in the city of Kunitachi, Tokyo, Fujinami Towel Service was founded by Fujinami Terumitsu. The business began as a rental service for "oshibori," the wet towels offered for hand-cleaning in establishments across Japan. This was a logistics and service operation, delivering a simple but essential piece of Japanese hospitality. The company was officially incorporated as Fujinami Towel Service Co., Ltd. in 1976. A significant shift occurred over the decades as the company moved beyond simple rentals. They began to innovate, developing their own materials, adding features like scents through patented technology, and creating advanced anti-viral and anti-bacterial hygiene processes. In 2013, Katsuyuki Fujinami took over as President, steering the company toward a more modern, global identity. This new direction was solidified in 2016 when, to mark its upcoming 50th anniversary, the company rebranded to FSX, Inc. This change reflected a broader mission: to innovate on the tradition of oshibori and expand its cultural reach. The company established international offices in the United States, Hong Kong, and Vietnam to bring the Japanese concept of hospitality to a worldwide audience. While FSX remains a privately held, venture-backed company, it has a stated goal of reaching 10 billion yen in sales by 2035, with plans that include M&A activity and further expansion into North American and Asian markets. Today, FSX stands as a case study in modernizing a traditional domestic service into an innovative, global enterprise.