hiroyuki ohashi runs a company that makes masu. until recently his company has been struggling with sluggish siss >>ralator: there's a wide variety of alcoholic drinks nowadays. people have so many options. and many don't drink a all. we developed with the sake industry. so we're struggling now. >> reporter: ohashi's company sttemangmasu with novel designs, and profits rose as a result. the women employees thought up the idea. these are decorated with colorful ad this is a lamp. the company started making hit masu products driny feminine aesthetics. >> translator: we're working to make products more appealing to young people. we're trying to ce up with cute designs. >> reporter: the company also makes useful household products. this is a humidifier. >> translator: this thin shaving is a by-product of carvingmasu. and this water basin is made from the same technique. togeer the me a humidifier. >> reporter: water is poured into the basin. the sls are inserted into the groove. they naturally soak up the water. as the wood gets wet, t