In Japan, a nation grappling with the twin challenges of an ageing and shrinking workforce, Junichi Usui is hoping to grab the attention of tomorrow’s machine operators.
You might not think that the ability to precisely pick up small multi-colored plastic balls with a grapple and delicately pop them on top of highway cones 3 meters away would merit its own Difference Maker article. But through this – as well as 100 other tricks and feats of mechanical dexterity – Junichi Usui is helping spread the word about what a cool job being a machine operator is.
A master operator of mini excavators, including those from Yanmar Compact Equipment, Usui is not just demonstrating his technical prowess — he’s changing perceptions, inspiring youth, and making a difference when it comes to encouraging people to consider becoming operators themselves. He’s also getting a lot of applause – and having fun in the process.
Like many advanced nations, Japan is reckoning with an ageing and shrinking population, which has led to an intensifying battle to attract newcomers into many sectors of industry. Machine operators are increasingly hard to find, with the occupation failing to be on many youngsters’ list of possible careers. But Usui has come up with a unique way to promote the career he loves – turn it into entertainment.
Precision meets showmanship
Born in 1975 in Katori City, Chiba Prefecture, Usui grew up surrounded by machinery. His family’s construction company – Usui building utility – has been the foundation of his career and a big influence in shaping his extraordinary skills. “I was jumping into machines in the yard by the time I was 10,” Usui recalls. “Playing with real machines instead of toys was the beginning of my journey.” By the age of 20, he had begun working in earnest as an operator, and today, with 30 years of professional experience, Usui is at the helm of his family’s thriving business.
Usui’s talents go beyond basic operation. His extraordinary precision, bolstered by the dexterity offered by tiltrotators, allows him to perform tasks that many would consider impossible. His demonstrations captivate audiences at public events, exhibitions, and on social media platforms like Instagram and YouTube.
“The tiltrotator’s ability to rotate and tilt the tool being used opens up a whole new world of possibilities,” Usui explains. “It’s not just about getting the job done — it’s about doing it with efficiency and flair.” Whether delicately placing a ball on a traffic cone or executing intricate maneuvers, such as pulling out fence posts using grapples or moving site cabins around a site using a fork attachment Usui’s skills are a testament to the power of modern machinery combined with human expertise. It is with the grapple that he really melds the two ideas – so precise is he with the ‘fingers’ of the grapple that they become extensions of his own body, and he can use them to pick up, cluster and place things as if using his own hands. It’s mesmerizing to watch – and Lots of people Are watching – many of them with no prior knowledge of the construction industry.
A mission to inspire
While Usui’s performances delight audiences, his ultimate goal runs far deeper. As mentioned already, Japan’s construction industry faces severe labor shortages, with younger generations showing little interest in pursuing careers as operators. Through his entertaining demonstrations and engaging social media presence, Usui hopes to change that narrative.
“By showcasing what these machines can do, I want to inspire young people to see the possibilities in this field,” Usui says. His efforts are not just about promoting Yanmar CE’s reliable and innovative machines; they are about reigniting a passion for construction and engineering in Japan’s youth.
Usui’s reach extends well beyond Yanmar CE’s live events. His Instagram account – boasting over 1,300 followers, and YouTube videos – with well over a million views, serve as platforms to share his expertise and promote the industry. His antics are showcased in videos that blend entertainment with education. By making his skills accessible to a global audience, Usui is fostering a new appreciation for the potential of compact construction equipment.
Usui’s initiative chimes closely with Yanmar CE’s own deep-rooted commitment to the philosophy of ‘Hanasaka’. This powerful concept, steeped in Japanese tradition, is about how we, as a society can nurture potential and create a brighter future for everyone.
As brilliantly demonstrated by Usui’s fun-filled shows, Hanasaka is about fostering an environment where people and culture flourish, where young talent is nurtured, and where new possibilities are explored. Usui’s commitment to passing the baton of hope to the next generation – and making the world a better place – is exactly what Hanasaka stands for.
The difference maker
Usui embodies the ethos of a ‘difference maker’. His story is one of passion, precision – and purpose. In a nation searching for solutions to pressing demographic challenges, he stands as a shining example of how one person can inspire change. One demonstration, one video – and one young mind – at a time.
