[Profile] Who Is Shiho Sada, Japan’s “Goddess of Investing”? Her Bond with Tesuta & Choruko, and Ties to Matsui Securities

Hey everyone, Hirokichi here.

Today I’m switching things up from my usual asset updates and market recaps to introduce someone every Japanese investing fan already knows: Shiho Sada, often called the “Goddess of Investing.”

Sada-san is a familiar face from Matsui Securities’ YouTube channel, but when I looked into her career, her investing style, and her surprising relationships with famous traders Tesuta and Choruko, I found plenty of interesting stories. As a fellow individual investor, I honestly found her story pretty inspiring, so let’s dig into what makes her so appealing.

From News Announcer to Japan’s “Goddess of Investing”

Shiho Sada was born on March 12, 1993, in Toyonaka City, Osaka Prefecture. After graduating from the International Studies course at Osaka Prefectural Minoh High School, she went on to Kobe College. Even as a student, she was determined to become a TV announcer, and during her job hunt she reportedly got turned down by nearly 100 companies.

She kept trying anyway, and in 2015 she joined Setonaikai Broadcasting (KSB), where she appeared on news programs across Okayama and Kagawa, including “KSB Super J Channel.” Knowing she pushed through roughly 100 rejections before landing that seat makes her early career alone a pretty dramatic story.

After leaving KSB in 2019 to go freelance, the turning point that reshaped her career came in April 2020, when she began hosting a YouTube program produced by Matsui Securities (a Japanese online brokerage). Hosting that show is what got her seriously into investing herself. Her appearance in traditional formal wear at the Tokyo Stock Exchange’s New Year opening ceremony went viral on social media, and that’s roughly when people started calling her the “Goddess of Investing.” It’s a nickname born from the perfect overlap of her announcer skills and her genuine love of stocks.

Comedy Meets Investing: Her Deep Ties with Matsui Securities

You can’t talk about Sada-san without mentioning her remarkably close relationship with Matsui Securities. The show she hosts, “Asset Management! Learn with Lovely,” pairs investing lessons with the comedy duo Magical Lovely — an unusual “comedy meets investing” concept for a brokerage-produced show. It has already released more than 100 episodes with a combined view count topping 70 million, which is honestly impressive.

Sada-san has hosted the show since 2020, effectively becoming its face. She has also appeared in related specials like “Tesuta’s Magic Stock School” and “The Stock Consultation You Can Never Book,” and even shows up in videos exclusive to account holders. The show’s content has been published as a book, too. Put it all together, and she’s been at the center of Matsui Securities’ investor-education content for nearly six years — a relationship deep and long enough to call practically inseparable.

A Mentor-Student Bond with Tesuta, and a Close Friendship with Choruko

Her on-air partnership also led to a mentor-student relationship with the legendary individual trader Tesuta, whose lifetime trading profits are said to exceed ¥10 billion. For Sada-san, he’s become something like an investing mentor. In fact, the name of her personal YouTube channel, “Shiho Sada’s Barbari Densetsu,” was decided by Tesuta himself during a “naming ceremony” segment — having your mentor name your own channel isn’t something you hear about every day.

In an interview with Bunshun Online, Sada-san shared a memorable story about Tesuta’s character: even when no green room had been prepared for him, he never complained and simply stood until someone offered him a chair. From experiences like that, she concludes that what successful investors tend to share is humility and an unusually sharp memory for past market moves. It’s the kind of insight that only comes from watching these people up close, not just their headline wins.

Sada-san is also close with fellow individual investor Choruko. “Shiho Sada’s Barbari Densetsu” has featured a “mom talk” episode with Choruko as a guest, and Sada-san has said she respects Choruko not just as an investor but as a “working mom senior” she looks up to. Beyond their shared interest in the markets, there’s clearly a trust built between two women balancing careers and parenting.

“Oshi-Katsu” Investing and Her Love for Oriental Land

Sada-san’s investing career began around autumn 2021, right around the time Prime Minister Kishida took office. Her first stock purchase was Isetan Mitsukoshi Holdings, bought for the shareholder perks. That’s where her signature “oshi-katsu” investing style — essentially investing in companies you’re a fan of — got its start.

Her most famous example is Oriental Land, the operator of Tokyo Disney Resort, which she has publicly declared she’ll “never sell as long as I live.” She’s been candid on social media, admitting she’s comfortable holding the stock even with an unrealized loss of around ¥200,000, because she values the shareholder perks and the fun of attending shareholder meetings more than the numbers on paper. It’s an approach that measures investing by more than profit and loss, and while opinions on it are mixed, plenty of people relate to it as a philosophy that prioritizes overall life satisfaction.

That said, alongside her long-term “fan” holdings, she also does day trading with clearly defined stop-loss rules. Rather than relying purely on instinct, she applies what she’s learned from mentors like Tesuta — a dual approach that shows there’s more seriousness behind her “oshi-katsu” image than it might first appear.

So How Are Her Investment Results? Closing In on “Okurihito” Status

Naturally, a lot of fans are curious about her actual investment performance. One of Matsui Securities’ program titles literally asked, “Is Shiho Sada Finally Closing In on Okurihito Status?” — okurihito being the Japanese term for investors who’ve built assets of ¥100 million or more. That framing alone suggests she’s gotten remarkably close to that milestone.

Her investing career is still only a few years old, but through countless interviews with elite investors like Tesuta, her own analytical skills and market instincts appear to have sharpened considerably. In her Bunshun Online interview, she offered her own take on what okurihito investors have in common — humility and sharp memory — the kind of observation only someone who’s spent real time around many successful investors could make. She has also started a column in Nikkei Money magazine, further cementing her shift from investing-focused announcer to a genuine voice in investment media.

She started out as an announcer learning about investing from the sidelines, and now she’s the one teaching beginners why investing can be fun. Honestly, that transformation itself might be a more compelling success story than her portfolio returns.

What Hirokichi Learned From Shiho Sada

Looking back over everything, what makes Sada-san appealing isn’t just the glamour — it’s her steady effort and the value she places on relationships. Her honesty about disclosing unrealized losses, her trust with people like Tesuta and Choruko, and the nearly six years she’s spent supporting Matsui Securities’ program are all things that can’t be built overnight.

I want to take a page from her book and keep building my own assets steadily, valuing consistency over flash. If you’re curious, I share my own investment records on my total assets summary page — feel free to check it out too.

日本語版はこちら →【人物紹介】投資の女神・佐田志歩さんとは？テスタ・ちょる子との絆や松井証券との関係まとめ

* This article is for informational purposes only and does not recommend any specific investment or evaluation of any individual. Please make investment decisions at your own responsibility. This article is based on publicly available news reports, official announcements, and social media posts; while I’ve tried to be accurate, please check official sources for the latest information.

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