Tech History: Nintendo’s Surprising Side Hustles - Taxis, Rice, and… Love Hotels?

When we think of Nintendo today, we think of Mario, Zelda, and Pokémon. But long before becoming a gaming giant, Nintendo’s path was anything but straightforward.

Founded in 1889 as a playing card company in Kyoto, Japan, Nintendo spent decades experimenting with new business ventures to stay relevant. In the 1960s, under the leadership of Hiroshi Yamauchi, the company tried everything from running a taxi service in Kyoto, to selling instant rice, and even managing a chain of “love hotels.” These unusual ventures may sound surprising, but they reflect Nintendo’s willingness to innovate and pivot — a mindset that would later define its success in gaming.

By the 1970s, Nintendo shifted its focus toward toys and electronics, eventually breaking into video games with hits like Donkey Kong and Super Mario Bros. The rest is history. But those quirky early ventures prove one thing: Nintendo has always been about taking risks and reimagining fun — even if it meant starting with taxis and rice before finding its place in pixels.