The Oni jissoku, the Ten Demon Rules of the advertising company Dentsu, were set down in 1951 by Yoshida Hideo, its fourth president. The fifth rule reads: Torikundara hanasu na, korosarete mo hanasu na, mokuteki kansui made wa. “Once you take hold, do not let go. Do not let go even if it kills you, until the goal is reached.”
In December 2015, Takahashi Matsuri, a new employee aged 24, took her own life after long overwork. In July 2017, Gendai reported that from that fiscal year, the rules were no longer printed in the employee handbook.