A 75-year-old Japanese man, Hiroto Kiritani, has captured the hearts and minds of Chinese cybercitizens with his dedication to a frugal lifestyle despite having millions in the bank. The “King of Freebies” story has gone viral for its unique combination of humor, resourcefulness, and quirkiness. His interesting approach to frugality has garnered much interest around the world.
Kiritani’s journey has taken him from the world of shogi to becoming a stock genius. He lost his wealth during the 2008 stock market crash, prompting him to adopt a more frugal lifestyle. He started collecting coupons from the companies he invested in and used them for the majority of his purchases, including the bicycle he uses as his primary mode of transportation.
Shogi Player Turned Stock Market Tycoon
Kritani’s path to becoming a millionaire started decades before he became an internet sensation. A former professional shogi player, Kritani was invited to teach the board game at a securities firm. This unexpected avenue placed him in a prime position to pick up investment strategies, which he quickly learned.
Kritani amassed a substantial fortune, over 100 million yen, but his wealth significantly fell during the 2008 stock market crash when he lost 200 million yen. Determined not to lose any more money, Kritani began clipping coupons and embraced a thrifty lifestyle.
He made drastic lifestyle changes by living as frugally as possible, and, as of 2024, he owns stock in over 1,000 companies, bringing his net worth to over 600 million yen, or around US$3.8 million. Yet, despite his vast fortune, Kritani has intentionally chosen to live a modest life.
The Benefits of Freebies
Kritani’s financial transformation after the 2008 stock market crash ensured he would never waste money again. He began aggressively collecting coupons and shareholder perqs from the companies he invested in. What started as a necessity has turned into a daily ritual. Kritani believes that “letting coupons expire is shameful,” underscoring his unrequited joy in maximizing the value of every coupon. He eschews luxury brands, and his modest home resembles a cluttered space more than opulence that he could easily afford.
His daily routine starts with a brisk ride on his coupon-funded bicycle through the bustling streets of Tokyo, where Kritani searches for restaurants offering free meals. Kritani also redeems gym memberships and cinema tickets and participates in activities like bungee jumping and roller coasters because they are provided for free. Thanks to receiving over 300 movie vouchers annually, he watches up to 140 free movies yearly, though he prefers a good nap in the comfortable theater seats.
Global Inspiration
Kritani’s self-imposed frugality has brought him much personal satisfaction and made him a beloved online figure. He has authored several books about his financial philosophy to help others adopt a cost-effective lifestyle, inspiring a younger generation to think differently about money and spending habits.
Kritani has become a kind of cult figure, with many remarking on his unique approach to finances. As one netizen put it, “Chinese companies should learn from this. If stock prices drop, at least offer coupons as a shareholder benefit!” Another commenter quipped, “Being forced to exercise because of free gym coupons really cracked me up!”
Kritani’s television appearances and books on frugal living have brought him widespread acclaim. For him, extracting maximum value from minimal resources and leveraging every coupon brings purpose and excitement to his life. He enjoys mentoring others on this value. Hiroto Kritani is a testament to frugality and building a lifetime of wealth in a world bent toward opulence by living within responsible means.
