In 1951, Toyota began an activity in which employees submit creative ideas for improvement. Today it is called the sōi kufū teian seido, the creative idea suggestion system. In March 1953, Toyota adopted the company slogan Yoi shina, yoi kangae, good products, good ideas.
The cumulative number of suggestions passed one million in 1974, ten million in 1984 and forty million in 2011.