Summary Shiki Theatrical Company (Gekidan Shiki) which was formed as nonprofit has grown into one of the most successful commercial theatres in Japan. This article focuses on their outstanding director and leader, Keita Asari who has striven in order for the members to make a living as an actor (actress). By analysing his organisational management skill, marketing strategies, communication strategies, key success factors of the company are drawn. Key word pcommercial theatre, Shiki Theatrical Company, Keita Asari, marketing, arts administration