Funadama are elaborate miniature cargo ships that are dedicated to shrines to ensure safe travels. Usually, a group of people will offer a Funadama to a shrine because of the high craftsmanship required for making them. But Furukawaya did something peculiar -- they dedicated their Funadama to themselves and worshiped it directly, believing this made their ships godly and as invincible as Noah’s ark.

The Furukawaya Funadama was simple and ordinary -- just like their business style. For example, instead of risking all their cargo on one big voyage, they ran a number of smaller ships to increase their reach and maximize success. In fact, Furukawaya used this same diversification strategy in business dealings, going into the financial industry as well as sake breweries. These businesses were left to branch families and they still gather once a year to distribute profits among the group.

It was because of this calculated management strategy that Furukawaya could run the business for nine generations as Obama's number-one merchant. Mottos such as “Take care of your staff, starting with your boatmen” and “Trust comes first, and we won’t be tricked by short-term profits” gives you a sense of the company culture. All sailors were treated equally and the captain couldn’t overrule the voice of his crew.

Furukawaya held strong faith in the power and protection of Funadama. The financial damage of a single boat sinking could be detrimental, not to mention the potential loss of life. Believing in divine protection let them stride on in confidence, leading to great success.