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Director-General
Trade and Economic Cooperation Department
Japan External Trade Organization (JETRO)
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1. What is JETRO?
2. The principle of Project Adoption for
Assisting Developing Countries
3. Recent Projects
4. Projects in Lao People’s Democratic Republic
5. Criteria on the Adoption of Projects
6. Some Tips for Doing Business with Japanese
partners
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JETRO or the Japan External Trade Organization, is a
government-related organization that works to promote
mutual trade and investment between Japan and the
rest of the world.
Originally being established in 1958 to promote
Japanese exports abroad, JETRO carries out many
activities, primarily promoting foreign direct investment
into Japan and helping small to medium sized Japanese
firms maximize their global export potential.
Facilitating economic growth in developing countries
through trade promotion is also JETRO’s mission.
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The principle of project adoption
for assisting developing countries
JETRO helps developing countries achieve sustainable economic growth
by working with them to strengthen export industries, to improve
business-related systems (laws, taxation, certification procedure, etc.) and
to nurture human resources. In line with Japan’s Official Development
Assistance (ODA) Charter, JETRO takes into account the diversity that
exists among developing economies and tailors its assistance accordingly.
Taking the partner developing country’s own self-help efforts as a
starting point, JETRO will take up and assist those projects under the
following three categories
1.projects based on Japanese Government’s multilateral or bilateral
agreements with developing countries.
2.projects requested by Japanese Government.
3.projects requested by Governments of developing countries.
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Main Areas of Projects in FY2010
The main tools employed in our projects include advice by experts dispatched
from Japan, training courses in Japan, participation in exhibitions in Japan and
overseas, and arranging one-on-one business talks with Japanese companies.
<Areas of Emphasis for Projects in Each Region>
(Asia)
Promotion of region wide logistics; development of supporting industries; development of
export industries; and promotion of environmental measures and energy conservation
(Central and South America)
Development of export industries; and promotion of environmental measures and energy
conservation, especially in Mexico
(Africa)
Development of export industries in African countries; and development of supporting
industries (automobile parts, etc.), especially in South Africa
(The Middle East and North Africa)
Development of export industries in Egypt and in Iran
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ASIA: Assistance Projects based on
Economic Partnership Agreements
When the Japanese Government enters into an economic partnership agreement (EPA) with
another government, JETRO transfers Japanese expertise and technology and supports the
growth and development of the partner country’s industries.
Thailand :Developing the automobile and automobile parts industries; improving the safety of
processed foods; and building up a brand identity for Thai cuisine and restaurants
Malaysia :Developing the automobile and automobile parts industries
Indonesia :Developing the automobile and automobile parts industries; developing the tool and die industry;
and developing export products in connection with the “One Village One Product” program
Vietnam :Developing supporting industries (one example is hosting exhibitions for Vietnam parts
manufacturers to sell their products)
Brunei :Developing export industries
Human resources training project Expert advice about glass Parts supply-procurement exhibition
for the Thai automobile industry products in Brunei in Hanoi in 2009
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ASIA: Logistics Related Human Resource Development
ASEAN Logistics Network Map “Study” “Action” for supporting Human
To clarify the present situation & bottlenecks of ASEAN’s Resource Development
logistics networks, JETRO conducted route survey and By the study, it turned out that the logistics related human
published the ASEAN Logistics Network Map. It examines the resource shortage was a serious problem in ASEAN. JETRO is
performance of transportation modes (land, air and sea) by conducting supporting projects to improve human resource
door-to-door costs, time and quality (risks). development in ASEAN member countries.
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ASIA: Assistance Projects for export industry development
To assist developing countries in exporting their products, JETRO dispatches experts to and
receives trainees from such countries. In this and other ways, JETRO helps African firms enter the
Japan market, offering advice on improving products and marketing to suit Japanese consumers
Examples Coffee from Zambia (2006-2007) Cut roses from East Africa
(2006-2008)
Shea butter soap from Ghana JETRO conducted import-monitoring
(2004-2006) inspections, assisted with exhibit
JETRO worked on developing installations at exhibitions and
products using shea butter from negotiations with Japanese firms and
Ghana and assisted in exporting accepted trainees. As a result, imports
the products to Japan. JETRO of cut roses from Kenya grew from
cooperated with Tree of Life Co., about 4 million stems in 2005 to about
Ltd. to initiate local production 13 million in 2009. Imports from
and sell shea butter soap in Ethiopia grew rapidly, from a mere 260
Japan. stems of roses in 2005 to about 8.5
In cooperation with 11 Japanese million in 2009.
companies and about 140 retail
outlets, JETRO implemented a
campaign to sell coffee from
Zambia. When this campaign was
very well received, JETRO
cooperated with the Specialty
Coffee Association of Japan to
sponsor tasting sessions and
consultations on Zambian coffee
led by experts.
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At the4th
TICAD IV Follow-up –Coffee
Tokyo International Conference on African Development (TICAD IV) held in
Yokohama, Japan in May 2008, JETRO was designated to play a role in assisting African Changes in Japan’s Coffee Imports by Volume
(2007-09)
products’ access into the Japanese market, as part of the Action Plan of the Yokohama Unit: tons
Declaration. Coffee is among the products for which JETRO has enhanced activities <Rwanda>
according to the Action Plan. 2007 4.6 (38th place)
2008 45.7 (30th place)
Working with the Eastern African Fine Coffee Association (EAFCA) as a partner, JETRO 2009 (Jan-Aug) 45.6
has been providing the following assistance: <Cameroon>
2007 0 (nil)
2008 3.0 (38th place)
Fiscal Year 2008 2009 (Jan-Aug) 17.2
<Kenya>
• In order to introduce EAFCA coffee to Japanese buyers, JETRO set up a booth for 2007 567.5 (18th place)
EAFCA members at Specialty Coffee Association of Japan (SCAJ) exhibition and hosted 2008 814.3 (18th place)
a seminar in the exhibition site. JETRO also arranged for EAFCA members to visit 2009 (Jan-Aug) 750.6
<Tanzania>
Japanese importers and retail stores for them to learn about the Japanese market. 2007 5,934.0 (9th place)
(JETRO covered travel expenses for an EAFCA representative.) 2008 7,629.8 (7th place)
2009 (Jan-Aug) 12,391.6
•JETRO organized and dispatched a buying mission for Japanese importers to Kenya, <Ethiopia>
Rwanda and Malawi, with good success: 2007 28,874.5 (5th place)
2008 8,284.6 (6th place)
・One mission participant purchased approx. 17 tons of Cameroon-grown coffee. 2009 (Jan-Aug) 345.5
・Another purchased approx. 3 tons of Rwandan-grown coffee. Source: Ministry of Finance trade statistics.
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AFRICA:PILOT DEMONSTRATION PROJECTS
FOR DEVELOPMENT & IMPORT SCHEMES in 2007
In order to support the export of products from developing countries, JETRO publicly solicits the initiatives by the
Japanese private sector (private companies, NGOs, etc.) for development and import projects, providing some
financial supports to the private sector. This project started from FY 2007. The following four initiatives were
adopted and implemented in the same fiscal year.
Kenya: Kiondo (Sisal Bags) Malawi: Pu-erh Tea Mauritius: Cotton products Kenya: Flower Bouquets
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AFRICA:PILOT DEMONSTRATION PROJECTS
FOR DEVELOPMENT & IMPORT SCHEMES in 2009
Ghana: Sustainable Cacao Beans Uganda: organic Cotton Products Rwanda: Baskets Nicaragua: Pine-needle Baskets
and Shea Butter Soap
In Nicaragua, baskets are
Uganda has sought to become a hand-woven using Caribbean pine
major producer of organic cotton, needles and nylon thread and sold
and has put considerable effort as souvenirs, but these baskets
into the area of cotton production. have never yet been exported to
This project attempted to increase Japan. This project sought to
the presence of Ugandan organic provide guidance concerning the
cotton in the Japanese market by production of these Nicaraguan
At present, approximately 70% of creating value-added products The Rwandan government and aid pine-needle baskets in order to
Japan’s imports of cacao beans using organic cotton. Seeking to organizations have recently engaged in enable the creation of new
originate in Ghana. This project create products with higher added a project that sought to bring back the products with functions and designs
attempted to create a distribution value, this project 1) developed a traditional handicraft of basket weaving suited to Japanese market needs.
system enabling cacao beans fine thread by adjusting strand to enable women to improve their lives After product plans were created
grown on designated farms using counts; 2) provided instruction on by earning income through their own by Japanese designers, DAPO
organic methods different from improving the design and quality efforts. Believing that the beauty of COMPANY provided specialist
normal cacao beans ,and of organic cotton T-shirts; and 3) these baskets and the story behind instruction in Nicaragua to develop
imported to Japan with a test-produced shea butter soap them would give them the power to prototype products. The company
guarantee of traceability. Local for use in the cotton scouring make an impact in the Japanese interior conducted a market survey in Japan
producers were provided with (cleaning) process using Ugandan market, in this project Ruise B Co., Ltd. in relation to these prototypes, and
instruction in fermentation and shea butter. formulated product concepts and also held a popularity poll. makers
drying techniques, and the project designs (color, pattern, shape, etc.) in of the most popular product.
also conducted a trial in Ghana accordance with Japanese market
and Germany involving the first- needs. In addition, the company
ever manufacture conducted sales activities designed to
of chocolates using organic cacao create a brand image of the baskets as
beans produced in Ghana. high value-added products for the high-
end market.
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The recent projects in Lao PDR
2001~2003 2004~2007 2009~2011
Business Matching
Development of Lao Textile Industry Establishment of To penetrate Japanese Market
To penetrate Japanese Market Quality Standard System focusing on Kimono industry
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On-going Projects in Laos
Business Matching between Laos handicrafts and Japanese Kimono
Setting the objective of this project with LHA
<Preparation >
May ,2010 August ,2010
Discuss and Start up
Agree on this
■ Candidates for this meeting with
■ Pilot companies were
project project were Listed by LHA Selected 8 pilot Selected by JETRO and LHA
with LHA companies
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On-going Projects in Laos
Business Matching between Laos handicrafts and Japanese Kimono
September,2010
■ JETRO invites the pilot companies to Japan and arranges
Market Research to
decide the direction of
their study tours in Japan
products development ■JETRO Expert provides advice to pilot companies
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On-going Projects in Laos
JETRO Project for Improvement of Logistics Environment
Purpose
For further economic development of CLMV countries, it is necessary for these countries to build not only
hard infrastructure, but innovate in building soft infrastructure, such as human resource development.
JETRO held “Logistics Workshops” in CLMV countries, in which Japanese experts offer models and example
scenarios for upgrading logistics services and management, targeting both the public and private sectors.
Logistics Workshop in Lao PDR
Dates: January 9th (Fri) 2009, Place: in Vientiane,
Organizer: JETRO, Lao National Chamber of Commerce and Industry (LNCCI) and Lao
International Freight Forwarders Association (LIFFA)
Improved soft infrastructure can reduce
Co-Organizer: Ministry of Commerce of Lao PDR (MOC), Ministry of Public Works & Transport of such examples of poor cargo handling
Lao PDR (MPWT)
Supporter: Embassy of Japan, Japan International Cooperation Agency (JICA), Ministry of
Economy, Trade and Industry of Japan (METI)
Agenda:
– “The Potential of the Lao PDR in Logistics field from Japanese Companies’ Point of
View -Doing Business in and with the Lao PDR-” By Mr. Takashi Iijima, Executive Officer
of Japan Logistics Systems Corp. (Holding Company of Logitem Laos GLKP Co., Ltd.)
– “The Examples and Proposal of Business Model in the logistics field for the Lao PDR”
By Mr. Shinji Ishihara, Professor of Tokai University
– “The Basic of Logistics, Necessity of Human Resource Development in Private Sector in
Logistics field and Proposal for the Lao PDR” By Dr. Hirohito Kuse, Professor of Tokyo
University of Marine Science and Technology
Logistics Workshop in Lao PDR
– Panel Discussion: Toward Realization of “Logistics Nation”
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Development-and-Import Industrial Development Assistance Project
Business development concept and checkpoints through the PDCA cycle
ACTION
CHECK
PLAN (Selection criteria) DO
Assessment
Point 4 Implementation of support
of support plans
Validity of plans
Point 3 project plans for
Contribution to the implementation
local community
Point 2
Point 1 Assessment of local
Existence of counterpart
consumer needs
and demand in the
Japanese market
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Development-and-Import Industrial Development Assistance Project
Selection criteria (Point 1): Existence of consumer needs and demand in the Japanese market
Is there consumer need Will the product have Does the product have originality,
for the proposed any significant impact unique features that attract public
product in the on the Japanese attention and have
Japanese market? market? competitiveness from a
perspective other than price?
Are there data that prove Does the market exist for
the existence of the product and is the (Ex.) Can the product and raw
consumer needs? product noteworthy? material only be procured from
Will the product cause (Ex.) Is it a new product the relevant country?
friction with industry and is the project unique (Ex.) Are the product and raw
organizations in Japan? to the target country? material originally from the
relevant country?
(Ex.) Does the product have
Does the product have high potential? added value in terms of history,
culture and tradition that began in
Is the level of completion of the the country of origin?
product extremely low and can it be
improved?
Has the product been traded in the
country of origin in the past?
Has the product been exported to
Europe and the United States
in the past?
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Development-and-Import Industrial Development Assistance Project
Do any local administrative What kinds of support has Does the product match
institutions and business the institution provided in the needs of the
organizations in the fields the past? How are the candidate institution,
related to the product and supports evaluated? and are the persons in
theme exist? Do the persons in charge and charge and persons
What functions do persons responsible have the responsible willing to
candidate institutions anticipated experience, cooperate?
have? know-how and capabilities? Does the institution
Whether the institution have a personnel and
ensures continuity without budget structure that
personnel change. enables continuous
support?
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Development-and-Import Industrial Development Assistance Project
Selection criteria (Point 2): Assessment of the local counterpart
and selection of pilot companies for assistance.
1. Can the candidate business operator produce and export the product with reliability?
2. Does the operator have experience and know-how in the field related to the product?
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Development-and-Import Industrial Development Assistance Project
Is the support suited to Will the added value of the What kind of ripple
the needs of the partner proposed product effects are expected in
country? increase? the local community?
Does the proposed product How will the product be Is the export business of
meet the policy needs of improved and developed? the product to Japan
expected to have medium-
the partner country? What added value will be to long-term business
How is support positioned created for the product, continuity?
in the local industry? Will what techniques and know- What degree of increase is
the support cause friction how will be transferred, and expected for employment
with the related companies what human resource in the related companies
and organizations? development will take place and producers’ income?
Is it possible to spread and
in the country due to expand the experience and
product development and know-how of the relevant
improvement for Japan? business into the local
community?
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Development-and-Import Industrial Development Assistance Project
Are the purpose and goal of Is the organization for Is the input of resources
the project clear and valid? implementation valid? appropriate?
Is the project goal attainable Can JETRO’s overseas offices Does the realization of the
within three years? provide assistance? goal require more budget and
Do other organizations
Is the assistance unique to provide support and manpower beyond the
JETRO’s core competency? cooperate with us to avoid ability?
Can the plan of product redundancy? Are assigned tools effective?
improvement and export to
Japan be realized within three
years?
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4+2 Important “P’s” To Doing Business
with the Japanese
4Ps for marketing (Product, Price, Place and Promotion)
Must be suitable or adaptable to the Japanese consumer
Japanese have a high standard of quality
Patience
Japanese decision making takes longer than the American
counterpart
Consensus building = Ringi System and
Nemawashi (Root-Binding)
Perseverance
A trusting relationship must be build first
Long-term relationships
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The Mindset of Monozukuri
In Japanese, the words mono (thing) and zukuri
(process making), when taken together literally
mean the process of making or creating things.
Monozukuri means having the spirit to produce
excellent products and the ability to constantly
improve a production system and process.
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Kenyan hand-knit bags made from sisal fiber
Before advises from experts
After
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Advices from JETRO Expert
Example
Curved Line
Round Edge
Slight Opening
Combine Different
Material
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Sales in Japan
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Please contact:
Mr. Takashi Oku
Asian Cooperation Division,
Trade and Economic Cooperation Department
Japan External Organization (JETRO) TEB@jetro.go.jp
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