Fujita has been a bit of a maverick since he graduated from the University of Tokyo's prestigious law department in 1951. Unlike most classmates, he eschewed fast-track jobs in government or a top-ranked company, devoting himself instead to a small import business he set up while a student. He proved an adept marketer of foreign-made handbags and shoes, then parlayed that managerial moxie into a big bet on the burger franchise in 1971. Ten years later, McDonald's (Japan) was the largest-grossing restaurant chain in the country. That has made Fujita wealthy: Japanese tax authorities say he ranked 27th last year on the list of top 100 income earners in the country. But though there are now McDonald's all over Japan, Fujita is not satisfied: He plans to have 10,000 restaurants operating by 2010.