After graduating from university, Horiguchi spent five years in Los Angeles, USA. Upon returning to Japan, he founded a company and launched an import business specializing in miscellaneous goods and cosmetics. In 1998, he established a lifestyle retail brand (off&on), expanding it to 90 stores across Japan, Hong Kong, and China.

In 2014, he pioneered a new concept with Awesome Store (featuring 100% original products), opening its flagship location in Harajuku. Gaining viral attention through TV and social media, the chain grew to 70 stores by 2022. (Featured on Cambria Palace in January 2022.)