Market Opportunity - Japan

In 2015, Japan's agri-food and seafood imports were valued at $85.4 billion representing an increase at a compound annual growth rate of 4.2% from 2013 and 2015.

Video transcript

[Japanese themed music starts.]

[The video opens with a shot of Mount Fuji at night. There is a city in the foreground.]

Chris Anderson: Japan is very large...

[A red banner appears on screen. The title for the video appears on this banner.]

Text on screen: Canadian Agri-Food Trade Commissioners

...very important market...

[The red banner remains but the text changes.]

..for agri-food and agriculture products.

[The red banner disappears.]

It is the world's 4th largest importer.

[The sun rising in the shot of Mount Fuji.]

And the world's largest net importer of food.

[Cut to an overhead shot of a busy intersection in Tokyo.]

[Cut to a shot of Chris Anderson. He is standing against a white background and speaking slightly off camera.]

My name is Chris Anderson and I am the agriculture and food trade commissioner at the Embassy of Canada in Tokyo, Japan.

[Cut to a shot of a large city at night.]

[Japanese themed music fades out.]

[The sun begins to rise in the shot of the large city at night.]

[New, electronic music starts.]

Japan is Canada's...

[Cut to a shot of Chris Anderson.]

Text on screen: Chris Anderson, Trade Commissioner

...3rd largest market behind the United States and China.

[Cut to a shot of a busy city at night.]

And we are Japan's 4th largest...

[Cut to a shot of Chris Anderson.]

...supplier of agriculture, food...

[Cut to a shot of a shipping container yard.]

...and seafood products. We see that trend continuing as...

[Cut to a shot of Chris Anderson.]

...Japanese demand for the kind of quality products...

[Cut to a close up shot of someone using chop sticks to pick up a piece of fresh sushi.]

...that Canada produces...

[Cut to a shot of fresh steamed seafood.]

...continues to grow.

Text on screen: Know the Market

Japan is the world's...

[Cut to a shot of Chris Anderson.]

...most rapidly aging society.

[Cut to a shot of an elderly Japanese man.]

As well, with a population...

[Cut to a shot of Chris Anderson.]

...that is increasingly...

[Cut to a shot of people going through turnstiles in a subway station.]

...busy...

[Cut to a shot of a skytrain travelling between two stops in a big city.]

...increasingly hectic, fast-passed lifestyles...

[Cut to a shot of a busy intersection in a Japanese city.]

...there is a greater demand for ready-to-eat food...

[Cut to a shot of Chris Anderson.]

...products that come in single servings.

[Cut to a shot of a mother and her daughter shopping in a grocery store.]

[Cut to a shot of Chris Anderson.]

It is very mature market. It's highly developed. Highly competitive.

[Cut to a shot of a densely populated area of a Japanese city.]

[Cut to a shot of a busy pedestrian area in a Japanese city.]

Not only are there numerous competitors...

[Cut to an overhead shot of densely populated area of a Japanese city.]

...from abroad but Japan has a very highly...

[Cut to a shot of Chris Anderson.]

...developed, very capable...

[Cut to a shot of a busy subway terminal in Japan.]

...food industry...

[Cut to a shot of a cashier at a Japanese grocery store.]

...of its own.

[Cut to a shot of Chris Anderson.]

Domestic Japan food companies are among the most capable...

[Cut to a shot of a fresh sushi platter.]

...competitors that Canadian companies will face. Don't assume...

[Cut to a shot of Chris Anderson.]

...that Japan is just like any other...

[Cut to a long shot of a very large Japanese city.]

...asian market. All the markets in Asia are distinct...

[Cut to a shot of Chris Anderson.]

...and Japan is not an exception.

[Cut to a shot of a bridge with a large city in the background.]

Text on screen: Build Your Relationships

It is a country...

[Cut to a shot of Chris Anderson.]

...where relationships are extremely important.

[Cut to a shot of three people sitting around a table. They shake hands.]

Once they have made the decision that you are the right partner for them...

[Cut to a shot of Chris Anderson.]

...it's a very stable, solid, long-lasting relationship.

[Cut to a shot of a Japanese business man talking on a cell phone.]

It's very important for Canadian's to nurture...

[Cut to a shot of Chris Anderson.]

...that relationship.

[Cut to a shot of a man sitting at a desk and typing on a laptop. He is smiling.]

That means being communicative...

[Cut to a shot of a woman standing in front of a desk and typing on a laptop.]

...answering emails...

[Cut to a shot of Chris Anderson.]

...and phone calls very promptly. Don't let it wait a day. Answer immediately. That's an expectation.

[Cut to a shot of a downtown area of a large city.]

Text on screen: Know the Regulations

Beyond the regulations...

[Cut to a shot of Chris Anderson.]

...and requirements that governments...

[Cut to a shot of an active shipping yard.]

...may put on imported food products...

[Cut to a shot of Chris Anderson.]

...buyers will often have their own standards and their own requirements.

[Cut to a shot of a school girl looking at baked goods in a display case.]

Text on screen: Be Prepared

You need to be prepared...

[Cut to a shot of people walking around a market.]

...to alter...

[Cut to a shot of a man cooking food on a hot surface.]

...your product...

[Cut to a shot of Chris Anderson.]

...or to revise your packaging.

[Cut to a shot of a young japanese man holding up a tray of fresh sushi.]

You may need to modify the taste profile...

[Cut to a shot of Chris Anderson.]

...or the size of a product.

[Cut to a close up shot of a wind turbine.]

They are all involved...

[Cut to a shot of Chris Anderson.]

...in research and development....

[Cut to a shot of scientists working in a lab.]

...science, technology...

[Cut to a shot of an irrigation system in a field of corn.]

...and innovation...

[Cut to a shot of hydroponic lettuce being grown in a greenhouse.]

...around food. And not only food.

[Cut to a shot of two scientists holding up small containers in front of the camera and examining the contents.]

Things like biochemicals...

[Cut to a shot of Chris Anderson.]

...bioproducts, pharmaceuticals, health foods...

[Cut to a shot of two scientists working in a clean, which lab.]

...medical products...

[Cut to a shot of Chris Anderson.]

...that are based on plant, or animal, or seafood products.

[Cut to a shot of a female scientist looking at high tech information on a transparent surface.]

And they are constantly evolving and innovating new products.

[Cut to a graphic of the planet with light lines moving between large cities. It represents the concept of international trade and an international marketplace.]

So there's a larger global space to think of when dealing with Japanese firms.

[Cut to a shot of Chris Anderson.]

As well, thinking about how Canada...

[Cut to a shot of a passenger plane at a gate at an airport.]

...can fit into a broader supply chain.

[Cut to a shot of Chris Anderson.]

Be open minded and flexible.

[Cut to a shot of coloured peppers still on the plant.]

Be very open to receiving input in terms of the product quality...

[Cut to a shot of Chris Anderson.]

...and all its specifications...

[Cut to a shot of a business loading area in Japan.]

...as well as price...

[Cut to a shot of Chris Anderson.]

...in order to meet the demands of the market.

[Cut to a shot of two people on a rooftop looking out over the skyline of a large city.]

Be open to receiving that kind of information.

[Cut to a shot of Chris Anderson.]

And one of the best ways...

[Cut to a shot of a woman using a smart phone.]

...to get that kind of information...

[Cut to a shot of Chris Anderson.]

...is to work...

[Cut to a shot of a very large, modern city. A red banner appears over the image. Text appears on the banner.]

Text on screen: Contact Us Today

...with a trade commissioner.

[The red banner changes but the text remains.]

Text on screen: tradecommissioner.gc.ca

[The red banner disappears.]

[Cut to the animated Canada wordmark on a white background.]

Text on screen: (c) Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2016)

[Electronic music fades out.]

[Fade to black.]

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