However, after World War II, Fujita found his life altered by the death of his father and the destruction of his house.
His strategy for selling McDonald's to the Japanese people involved the following statement: "The reason Japanese people are so short and have yellow skins is because they have eaten nothing but fish and rice for two thousand years... if we eat McDonald's hamburgers and potatoes for a thousand years we will become taller, our skin become white, and our hair blonde.
Much of the success was due to the Japanese styled offerings such as the Teriyaki McBurger (テリヤキマックバーガー) and Chicken Tatsuta (チキンタツタ).
The book was also part autobiography, in which Fujita drew parallels between antisemitism and the discrimination he himself faced because of his Kansai dialect.
Published the year after Fujita opened his first McDonald's restaurant in Ginza, the book was an immediate success and went on to sell over a million copies.
After his death, Japanese media wrote about his estate and entrepreneur-advocates subsequently questioned the government about inheritance tax that his heirs had to pay.