“Make the World Smile for Peace”

by Yosuke Masuko, founder and CEO of Pizza 4P’s
08 May 2020

Yosuke Masuko (left) and his wife Sani Masuko (right)

“What is ‘Happiness’?” (What creates happiness? How do we find it and hold onto it?)

That ultimate question has troubled me for years, always there, nagging at my mind.

My best friend when I was a teenager: he had loving parents, in school was a captain of the rowing club. One of the movies he created (we filmed others together) won an award in a film festival in San Francisco. He was very talented and was always the center of attention. I thought he was happy.

Then he committed suicide. I was the last person my best friend reached out to before he took his own life. He emailed, “I’m ready to die. Goodbye.” Yet, I couldn’t save him. Deep down, he must have been immensely unhappy.

Seeing the deep sadness that his parents, his girlfriend, and his friends were going through, the regret just kept growing stronger within me. Am I happy? Deep down, could I be as unhappy as my best friend? Why did he take his own life? Would I someday feel as he did?

In order to save myself, I needed to understand what true happiness is.

I tried meditation in the facilities located in the deep mountains of India.

I tried taking hallucinogenic and psychotropic drugs. I also took a job in a mental hospital.

As I battled my own mental issues, all I could think about was how could one become happy and what true happiness is. With constant conflicting thoughts, I couldn’t figure out the purpose of my life.

A few years later, in 2005, a good friend asked me to build a wood-fired pizza oven in my garden for her and showed me a book on how to build it. At first, I couldn’t imagine that the friends would gather together to build the pizza oven and enjoy the pizza making. I was wrong.

It took 6 months to build. Once it was done, we threw pizza parties inviting over many friends pretty much on a weekly basis. We put together pizza-making classes and invited around local families.

All these people who just met each other instantly became friends. This is what pizza and the oven did. It felt magical. It brought people together and brought smiles to everyone’s faces. During and immediately after these pizza parties, people were happy. They seemed calmer and more at peace.

Pizza originated in Italy, evolved into a variety of forms and styles, and has become one of the most popular dishes all over the world. It’s crossed borders and appeals to all ages and both genders.

My friends and I were all fascinated by this simple yet flexible dish that seemed to hold the power to bring happiness. You could put almost any topping on a pizza and still make people smile. My good friend quit his job as a commercial film director to become a pizza chef because of the excitement of those pizza party experiences.

Through all this, I came to this thought: “Maybe it’s small triggers (like a pizza party) that enrich people’s hearts that can make the world happy.”

I was struggling to find purpose in life. By pleasing, cheering up, and providing even just a small amount of happiness to someone, I realized that I myself could feel happier and energized as well.

I was fascinated by the idea that providing small triggers might serve as an essential “taste” of happiness that reminds us of deeper, longer-lasting happiness — of internal peace — that lies within. Pizza is my “trigger.”

I wanted (and still want) to create a world where everyone can live smiling.

This might sound like a fantasy to some people.

But I’ve spent a huge amount of time thinking about it, and this desire became stronger and stronger within me.

How can I create such a world?

How can I contribute to this world?

Six years later, my wife, Sani (one of those with whom I had a pizza party together), and I decided to open Pizza 4P’s in Ho Chi Minh, Vietnam.

Soon enough, I became fully convinced that this is what I want to do with my life.

“Make the World Smile for Peace.”

4P’s pizza creates smiles. These smiles are the triggers that give us a taste of the last-long happiness and our natural inner peace. Pizza is the gateway to a light-hearted fullness that fills your soul.

That is my vision — my ultimate goal.

Behind the creation of this vision is this whole story of my inner struggles throughout the years. After going through an extra amount of emotional battering and heartache, the small amount of courage I’ve managed to squeeze out has led to this vision.

The reason why I particularly insist on realizing “inner peace” is because of this one thought I reached after being distressed to the point of thinking about my own death:

“Once the problem within each person’s heart is resolved, the world will be at peace.”

Inner peace is not something that can be provided or taken away.

No matter how brutal the circumstance is, or how unfortunate the situation may seem — if you really look within, inner peace is something that’s always there. If only people can truly realize the inner peace from the heart, we can accept ourselves, and we will have more room in mind.

When you have more room in mind, compassion — the care and thoughtfulness to others — will be generated.

With compassion, you will be able to help out those who are struggling to realize inner peace.

When this positive loop is brought to the world, there will surely be peace in the world.

Can a pizza restaurant provide all that for the world? Maybe not on our own. But we can start. We can help. We can provide the trigger moment, a taste of happiness for every customer. We can provide a happy experience that can remind their hearts of the inner peach and long-lasting happiness that lies hidden there.

This is my vision.

This is why 4P’s and I are committed to making people’s inner peace come true.

I wholeheartedly believe that this will guide the world to a better place.

This vision, I feel, is not just for myself and 4P’s, but it’s also a universal wish for all of humanity.

I hope that you will join me in this vision and that by joining together our thoughts, it will have a positive impact on your life as well.

Let’s all start this long journey together in this large boat — “Make the World Smile for Peace”.


Click below to subscribe to Mekong Capital’s quarterly newsletter.

Mekong Capital makes investments in consumer-driven businesses and adds substantial value to those companies based on its proven framework called Vision Driven Investing. Our investee companies are typically among the fastest-growing companies in Vietnam’s consumer sector. For more information on Mekong Capital, please visit www.mekongcapital.com.

Published On: May 8, 20206.4 min read

Leave a Reply

Recent Post