Tateshi Soichiro

As the third-generation leader of Tateishi Corporation, a company that has now marked its 75th anniversary, I carry forward a legacy rooted in service and resilience. While our business began with gas stations as its core, over the past six years we have pursued diversification, launching more than 20 locations across nine different business formats. I take pride in steering the company toward becoming an enterprise that transforms change into strength.

This journey is deeply connected to my own personal experiences. As a student, I traveled around the world and later engaged in over a decade of international business. These encounters with diverse societies and challenges shaped my perspective and inspired me to pioneer new solutions. It is from this foundation that I have taken the lead in launching Life Breeze and the “Selfie” laundromat brand.

The guiding philosophy of Life Breeze is “delivering the freedom of choice through laundry, and expanding human potential.” We are committed not only to providing convenience and efficiency, but also to addressing real social issues—such as education, employment, and community development—through the very act of doing laundry. My personal dream of “bringing smiles to 100 million children” is closely tied to this vision.

Looking ahead, our ambition is bold: to establish 100,000 stores across all 54 African countries. To make this vision a reality, we are building genuine partnerships with local executives and teams, moving the business forward hand in hand. Our aim is not simply to expand the number of stores, but to nurture a movement that empowers local people, sparks entrepreneurship, and enables sustainable growth from within.

Life Breeze aspires to do more than redesign the culture of laundry in Africa. We strive to create time, choices, and vitality for communities, while also forging stronger bridges between Japan and Africa. Through these efforts, we believe we can unlock new possibilities for the world as a whole.

Abigael Kiprop

Abigael Kiprop is a Kenyan development professional and entrepreneur, currently serving as the CEO of Selfie Kenya. She holds a Master’s degree in Agricultural and Resource Economics from the University of Tokyo and a Diploma in Project Management from the Kenya Institute of Management.

At Selfie Kenya, Abigael is leading the growth of modern, affordable, and hygienic self-service laundry solutions designed for everyday Kenyan households. Working with both local teams and international partners, she is building a business that combines efficiency, dignity, and social impact, while responding directly to the realities of urban and peri-urban life in Kenya. Her journey began in rural development and agricultural economics, where she worked closely with communities, farmers, and vulnerable households. These early experiences shaped her belief that development must be practical, accessible, and rooted in people’s daily lives. Later, her time studying in Japan strengthened her discipline in systems, quality, and long-term planning, lessons she now applies to building sustainable local enterprises at home.

Abigael sees Selfie Kenya as more than a laundry business. Inspired by how communities once gathered at riversides to wash clothes and share stories, she is reimagining laundromats as safe, welcoming community spaces , places that save time, create jobs, support women’s income, and strengthen social connection.

Sérgio Elídio Morais

Sérgio Elídio Morais is a Mozambican entrepreneur, translator, and interpreter, best known as the co-founder of Selfie Laundromat and CEO of Selfie Mozambique. He holds a Master’s in International Relations from the International University of Japan and a Bachelor’s in Translation and Interpretation from Eduardo Mondlane University.

Through Selfie, the first coin-operated self-service laundromat in Mozambique, Sérgio is introducing innovative, affordable, and hygienic laundry solutions that empower communities and promote social impact. His business model, developed in collaboration with Japanese partners, combines franchise strategies with sustainability by reusing high-quality Japanese machines.

Beyond entrepreneurship, Sérgio works as a professional translator and interpreter, bridging languages and cultures in academic, business, and diplomatic contexts.

Vision: To expand Selfie Laundromat across Mozambique and other African countries, creating opportunities, improving daily life, and demonstrating how business can drive both financial success and social change.