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“JAPAN IS THE THIRD-LARGEST ECONOMY GLOBALLY. THINGS ARE CHANGING...”
commitment to the country. “I fi nd it surprising that there is any question over whether people would stay or not,” says consultant Ben Fouracre. “We work with some of the biggest companies here – national and multinational – and have great partnerships with them that are developing and evolving. It is a very exciting, positive and rewarding place to be.” The company works with clients to
turn business strategies into actionable steps and monitors progress to ensure management teams adhere to the process. “We have actually seen an increase in enquiries,” says Fouracre. “Companies now, more than ever, need to deliver and need all the support they can get to do this. Japan is the third-largest economy globally. Things are changing and we want to be a part of that change. “We have used the services of
UK Trade & Investment to develop our business in Japan. In addition to running seminars at the British Embassy, we have had the incredible opportunity of being able to stage a couple of dinners hosted by the British Ambassador at this very exclusive location. The organisation has been genuinely interested in helping us to grow in Japan.” Reinforcing the message regarding
loyalty, Kinoshita says: “If you already have contacts in Japan, signal your commitment to continuing the relationship as that will mean a lot. And if you’re embarking on new ventures, they will thank you for understanding their own desire to make sure that life
and business continue, so long as it’s with a view to a long-term involvement.”
PURCHASING POWER In all the major cities outside of the stricken area, life is pretty much back to normal. The Japanese have always had a reputation for being consummate consumers and there is still plenty of demand for consumer goods and services. “The Japanese love their brands,
and sales at the top end of the market recovered within a couple of weeks of the disaster,” explains Kinoshita. “There was initial self-restraint, but people have now gone back to the shops. Some brands report that the sale of fragrances, for example, has gone up by 45 per cent. People want to spend money as retail therapy is comforting, but they do not want to appear too ostentatious, so some discreet perfume makes them feel good.” UK designer Paul Smith, who has
200 shops employing 1,000 people in Japan, visited the country a couple of weeks after the earthquake. “I want to encourage those who wish to expand their business in the market to come to Japan,” he says. “Tokyo is safe, as are many areas of the country. There are still brilliant opportunities here. What we need when people are feeling sad and down is new products and new ideas.” Brian Shaw, former managing director
at UK Trade & Investment and now chairman Asia Pacifi c for Leagas Delaney a London HQ’d brand strategy and marketing communications agency recently opened in Tokyo, echoes his thoughts: “British brands have an extraordinary resonance and high levels of recognition with most Japanese people. From aerospace to fashion, media to biotechnology, the brand values of heritage, high technology, cutting edge design and long term commitment, can allow smart UK companies to stand out from the crowd and do great business in this huge market.”
LONG-TERM INVESTMENT In 2010, UK exports to Japan were worth more than £8bn. Kinoshita and the UK Trade & Investment teams in Tokyo and Osaka are keen to help UK companies assist Japan on its long, but surely successful, road to recovery. Leading a delegation to Japan in
June, Business Secretary Vince Cable highlighted the opportunities for UK companies, and an early agreement to work on an EU/Japan Economic Partnership Agreement. He said: “I want UK fi rms to see that Japan is safe and open for business... I hope to see many more partnerships opening up in the years to come as Japan recovers and looks to the future.”
To fi nd out more about the Japanese market, contact: British Embassy
Tokyo, tel: +81 (0)3 5211 1100, email
commercial.tokyo@
fco.gov.uk; British Consulate-General Osaka, tel: +81 (0)6 6120 5600, email
bcgosaka@fco.gov.uk
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