Welcome to Japan - 32nd Summer Olympic Games Tokyo 2020

日本へようこそ W E L C O M E

T O

J A P A N

32 ND SUMMER OLYMPIC GAMES TOKYO 2020

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CONTENTS

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H.E. JUNICHI MARUYAMA, AMBASSADOR OF JAPAN TO SERBIA

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FOCUS ON CONNECTING INDUSTRIAL NEEDS WITH YOUR DATA MLADEN JEVTIĆ, ADRIATIC REGION SALES MANAGER AT HITACHI VANTARA

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YEAR OF CELEBRATIONS

WE ARE ADAPTING TO THE DIGITAL AGE

PIONEERS READY TO SHARE EXPERIENCES

TOYOTA DICTATES TRENDS

ROBERT LUKIĆ, DIRECTOR AT TOYOTA SRBIJA

WHY TOKYO 2020 CAN BE MORE FINANCIALLY SUCCESSFUL THAN PREVIOUS GAMES

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MARKING A SIGNIFICANT REBIRTH FOR THE COUNTRY

JAPAN’S 2020 OLYMPICS

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WITH QUALITY THERE IS NO COMPROMISE MAGIC CODE

JAPANESE KNOWHOW FOR SERBIAN BUSINESSES

WE ARE GRATEFUL FOR THE ASSISTANCE

SHAIP KAMBERI, PRESIDENT OF THE MUNICIPALITY OF BUJANOVAC

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HOW JAPAN IS USING TECHNOLOGY FOR THE 2020 OLYMPICS

JIRO TAKEICHI, CHIEF REPRESENTATIVE OF THE JICA BALKAN OFFICE

NEW TECHNOLOGY

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MARIJA CVETKOVIĆ, PRESIDENT OF THE MUNICIPALITY OF GADŽIN HAN

11 INVESTORS IN 3 YEARS

VLADIMIR GAK, PRESIDENT OF THE MUNICIPALITY OF INĐIJA

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WE VALUE JAPAN’S HELP

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CONTINUOUS INVESTMENTS IN OUR PEOPLE & BUSINESS

DESIGN Jasmina Laković j.lakovic@aim.rs EDITORIAL MANAGER Neda Lukić n.lukic@aim.rs PHOTOS Zoran Petrović EnvatoElements

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gettyimages/Guliver Image COPY EDITOR Mark Pullen mrpeditorial@mail.com SALES MANAGERS Biljana Dević b.devic@aim.rs Nataša Trifunović n.trifunovic@aim.rs Vesna Vukajlović v.vukajlovic@aim.rs Mihailo Čučković m.cuckovic@aim.rs

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OUR STREETS ARE NOW CLEANER

DIRECTOR Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com

FINANCE Dragana Skrobonja d.skrobonja@aim.rs

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PUBLISHER Ivan Novčić i.novcic@aim.rs

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FUKUSHIMA STUDENTS PROMOTED RECONSTRUCTION

PROMOTION

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MEMBER TO MEMBER

JBAS ACTIVITIES 2019

VENUES

NEW VENUES FOR NEW GAMES

WHERE TO STAY, EAT, AND PLAY IN TOKYO FOR THE 2020 OLYMPICS

OFFICE MANAGER Svetlana Petrović s.petrovic@aim.rs

GENERAL MANAGER Maja Vidaković m.vidakovic@aim.rs

VLADETA LUČIĆ, DIRECTOR OF PUC “MLADENOVAC”

EVERYTHING YOU NEED TO KNOW ABOUT STAYING IN JAPAN

VICTOR VEKLITCH, VICE PRESIDENT AND GENERAL MANAGER AT JTI WESTERN BALKANS

EDITOR IN CHIEF Ana Novčić a.novcic@aim.rs

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SWIFTER DIAGNOSIS AND TREATMENT

VLADIMIR STOJANOVIĆ, PRESIDENT OF THE MUNICIPALITY OF KUČEVO

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DANIJELA ČABARKAPA, EXECUTIVE DIRECTOR OF THE JAPANESE BUSINESS ALLIANCE IN SERBIA (JBAS)

RADOŠ GAZDIĆ, DIRECTOR OF THE DEVELOPMENT AGENCY OF SERBIA (RAS - RAZVOJNA AGENCIJA SRBIJE)

GORAN PEKEZ, PRESIDENT OF JBAS AND CORPORATE AFFAIRS & COMMUNICATION DIRECTOR AT JTI WESTERN BALKANS

NAOKI TSUKADA, GENERAL MANAGER OF MITSUBISHI CORPORATION’S BELGRADE LIAISON OFFICE

MOST PRIVATESECTOR SUPPORT AND SPONSORS EVER

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STEADY GROWTH

WITH A GOOD TAILWIND

PRINTING Rotografika d.o.o.

Segedinski put 72, Subotica, Serbia Published by: alliance international media Makenzijeva 67,

11111 Belgrade 17, PAK 126909, Serbia Phone: +(381 11) 2450 508 Fascimile: +(381 11) 2450 122 E-mail: office@aim.rs; office@cordmagazine.com www.aim.rs; www.cordmagazine.com No 15 ISSN: 2560-4465 All rights reserved alliance international media 2020 The views expressed in this

publication are those of the presenter; they do not necessary reflect the view of publications published by alliance international media THIS PUBLICATION IS FREE OF CHARGE

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COMMENT

H.E. JUNICHI MARUYAMA, AMBASSADOR OF JAPAN TO SERBIA

Year Of

CELEBRATIONS In February 2020, Japan is celebrating the first National Day (The Emperor's Birthday) since His Majesty Emperor Naruhito ascended to the Throne. I am delighted that CorD Magazine is publishing a special edition dedicated to Japan on this celebratory occasion

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n 1st May 2019, His Majesty Emperor Naruhito ascended to the Throne, when the new era, “Reiwa”, commenced. Reiwa stands for beauty and harmony.

His Majesty will celebrate his 60th birthday on 23rd February 2020. During his New Year’s greeting, His Majesty said that he hoped this year would be a peaceful and good year without natural disasters, while he expressed sympathy for those who were affected by the

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ENTHRONEMENT CEREMONY OF HM EMPEROR NARUHITO OF JAPAN

NEW NATIONAL STADIUM - 2020 TOKYO OLYMPIC GAMES

The City of Hōfu in Yamaguchi Prefecture, the City of typhoons and heavy rains of 2019. As His Majesty said, I Kashiwazaki in Niigata Prefecture, the City of Fujimi in Saitaam also hoping that 2020 will be a beautiful and fortunate ma Prefecture and the City of Karatsu year without natural disasters. in Saga Prefecture will, respectively, Last year saw Japan host several On 23rd February 2020, be the host cities of Serbian national major events, such as the G20 Summit, the Rugby World Cup and the His Majesty Emperor Naruhito teams competing in volleyball, water polo, wrestling&handball and 3-on-3 Ceremony of the Enthronement, at will celebrate his 60th basketball. They will help the Serbian which people from all over the world birthday. Speaking in his New national teams to adopt themselves gathered.

Furthermore, as you know, the Year’s greeting, His Majesty smoothly to the climate and lifestyle Japan, so that they can provide their Olympic and Paralympic Games will said that he hoped this year inbest performance in Tokyo. be held in Tokyo this year. In November would be a peaceful and Grassroots exchanges between 2019, the New National Stadium was completed, and now the people of good year without natural citizens of these cities and Serbian team members has already begun, Japan, brimming with hospitality, are eagerly waiting to welcome guests disasters, while he expressed which is why I’m convinced that the from around the globe. However, hot sympathy for those who were Olympic Games in Tokyo will be one of the best opportunities to see the and humid weather is my concern, affected by the typhoons further development of bilateral relathus I would like to encourage Serbian tions between our two countries. teams to prepare well in this regard. and heavy rains of 2019 9

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NAOKI TSUKADA, GENERAL MANAGER OF MITSUBISHI CORPORATION’S BELGRADE LIAISON OFFICE

We Are Adapting to THE DIGITAL AGE Mitsubishi Corporation is developing and operating businesses in line with its latest management plan, “Midterm Corporate Strategy 2021”. This strategy represents the basis for the company’s sustainable growth while responding to global economic and geopolitical trends, which are increasingly compelling companies to evolve their business models

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itsubishi Corporation (MC), a global integrated business enterprise with operations across virtually every industry and a global network of around 80,000 professionals, recently expanded its collaboration with TOYO TIRES with the aim of providing new services that satisfy the needs of the digital age and encourage a revolution in the mobility sector.

With 2019 having just been completed, what would you say marked that year when it comes to your operations in Serbia?

- Our business partner, TOYO TIRES, has decided to invest half a billion euros in Serbia to build a factory that will employ more than 500 workers and produce around 500 million tyres per year starting from early 2022. TOYO TIRES is already considering additional developments in Serbia while we at MC are looking into further areas of collaboration with them. The plan for this new production base, which will strengthen global tyre production and supply chains, was conceived in 2018, when TOYO TIRES and MC strengthened their business and capital relationship. With this, we laid the foundation for a broader strategic alliance that will enhance TOYO TIRES’ presence in the global market and help it compete more effectively as the mobility sector develops.

Moreover, I am pleased that the governments of Japan and the Republic of Serbia reached a bilateral tax agreement in December 2019 with the aim of avoiding double taxation as well as preventing tax evasion and avoidance. I hope that this agreement will further strengthen the positive bilateral relations between our two countries and increase interest in investing in Serbia among Japanese companies.

How is your company responding to this ever more rapidly changing world?

- We are well aware of the fact that we find ourselves in the midst of a Fourth Industrial Revolution, with technological innovations

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serving as a major driver of economic growth. In response to new social and economic circumstances, as well as to the rapid progression of digital technologies, we are constantly questioning the sectors in which to strengthen our presence. I think we have been successful in adapting to these changes so far, striving to meet the needs of society and contribute to the development of industry as a whole.

At the same time, we are upholding our corporate values and the interests of our wide-ranging stakeholders including shareholders, creditors, partners and employees.

By recognising that businesses have life cycles that are influenced by numerous factors, including the external environment, MC works proactively to adapt its portfolio, demonstrating its strengths by implementing the various initiatives under Midterm Corporate Strategy 2021. We are striving to introduce the most appropriate digital technologies to every segment of the company, as these will be a decisive factor in future reforms, while at the same time providing advanced services that will bring significant improvements to productivity.

Technology is evolving at incredible speed. Does that also mean that people have to change?

- Today, more than ever, we expect our employees to take the initiative and contribute toward the company’s growth. This is why MC recently announced major innovations and changes to its HR systems for the first time in roughly two decades. The new system will ensure that employees gain relevant experience earlier, providing them with opportunities to fully develop their managerial skills. This will also facilitate the right people reaching Despite uncertainties in the external the right positions within the company. If environment, Mitsubishi Corporation you do not provide talented workers with the opportunity to develop professionally endeavours to ensure its sustainable and advance, they will likely pursue their growth while contributing to options elsewhere. No successful company can afford to allow that. a prosperous society

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WHY TOKYO 2020 CAN BE MORE FINANCIALLY SUCCESSFUL THAN PREVIOUS GAMES

MOST PRIVATE SECTOR Support And Sponsors Ever

PRIME MINISTER SHINZO ABE HAILED THE COMPLETION OF THE NATIONAL STADIUM

There are often debates about the actual economic benefits of hosting an Olympic Games. The answer can often seem quite ambiguous, as it is often said the games value encompasses more than simply money

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hile this is certainly true, with Japan knowing more than others the positives of hosting an Olympics, the financial situations of the games can’t be merely overlooked. Recent games, such as the 2016 Rio Summer Games and the 2004 Athens Summer Games, are proof of this. If things are mismanaged and everything isn’t accounted for, the economic effects of hosting large scale events such as the Olympics can be felt throughout a country. However, positivity remains strong throughout the general public that Tokyo 2020 can yield much more economic gains than previous games. Lets take a look at just some of the factors that can help these games be more

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financially successful than games of the past.

This upcoming Summer Olympic and Paralympic Games is not the first try for the Japanese government when it comes to organising the summer games. Tokyo hosted them back in 1964, and at that time it was the most expensive Olympic Games to date, with a budget of roughly two billion USD. Despite the huge financial burden it placed on Japan, it is easy to see that the benefits far outweighed the negatives.

This is because the 1964 Tokyo Games were not about simply making money, but rather changing the stigmatism and helping to create a new global identity for the country.

Tokyo 2020 is quite different, as the objective is less about

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THE JAPANESE ARE THE WORLD'S MOST POLITE PEOPLE

Tokyo 2020 is quite different, as the objective is less about changing negative feelings fostered towards Japan, as they aren’t so prevalent nowadays

changing negative feelings fostered towards Japan, as they aren’t so prevalent nowadays. So the determination of the success of these games will be measured more by the financial aspects than its predecessor. When analysing whether this hope for a prosperous games has some basis, it is easy to see the source of optimism felt by many. This previous experience of hosting the world’s largest sporting event is extremely valuable to the planning committee, who can draw upon their predecessors’ knowledge to avoid problems.

PRE-EXISTING INFRASTRUCTURE Pre-existing infrastructure is the obvious factor that is always cited as one of the most important determinants as to whether an Olympic Games will be economically successful or not. Sometimes the country’s organising committee starts from scratch, having to build a tonne of facilities and temporary transportation supplements. All of these are of course necessary to allow the smooth operating of the games, but they can often result in the likelihood of gaining money to be squandered early on.

Luckily for Tokyo, there are already a large amount of facilities and systems in place to accommodate many people.

This is the natural result of having 38 million people residing in the city’s greater metropolitan area. The train system and subway systems are already extensively developed, with the ability to be built upon further. This, coupled with an influx of taxis flooding the city from other metropolitan areas and possibly buses, means that renovating transportation in the city shouldn’t be an overbearing cost on the Japanese government.

The other thing the city has going for it are the venues built for the 1964 Games and in the following decades. There

are 11 venues that will be used in Tokyo 2020 that weren’t built specifically for the games. These event venues have been named the “Heritage Zone”, and include Yoyogi Stadium, The Tokyo Metropolitan Gymnasium and The Japanese Budokan.

This doesn’t also factor in the many venues that are supplied by multiple domestic professional sports leagues throughout Japan, most notably the J.League’s facilities. They will utilise the stadiums that house the top professional soccer teams in Japan, to host a variety of events at the games.

These stadiums span from Sapporo to Yokohama. As opposed to having to build all of the necessary infrastructure, in many ways Tokyo can simply build on it’s pre-existing facilities.

Last year Japan saw a record breaking amount of tourists, with roughly 32 million arriving, a quarter of which were reportedly from China. The sheer proximity of Japan to the world’s most populated country, and relatively cheap flights between the two, allows for the emerging Chinese middle class to make the trip over to support their national team.

While it may be true that China will host the upcoming 2022 Winter Olympic Games, it is undeniable that the popularity of the summer games tends to exceed it’s winter counterpart.

It should also be taken into account the amount of Korean, Taiwanese and Southeast Asian visitors who will likely make the trip.

An issue that the previous 2016 Summer Games in Rio may have encountered was the relative inaccessibility it had from a large portion of the world’s population. The population of the Americas is generally estimated to be around a billion, less than that of the single country of China. We also need to compare flight times from India, which boasts the world’s second largest population, with 1.3 billion citizens.

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THE SKYLINE IN TOKYO'S SHINJUKU DISTRICT

It takes roughly 8 hours to fly directly from India to Japan, while it can take up to twice as long to get to Brazil. There is already a relatively large amount of Indian nationals living in Japan, and thus it may foster a positive image in the population back in India. With an Indian community already in place, it may be more enticing for family members to make a visit during Tokyo 2020. One could try to argue that a large portion of these countries’ populations live impoverished lives and have no means to actually make the trip, but it’s also important to note that both countries have a middle class that is roughly the size of the U.S. population.

Now this is somewhat of a difficult point to decipher the actual effect on determining if the games will be profitable.

However, due the fact that this money is not directly taken from taxpayers, where things like pensions are a bigger concern, it needs to be noted as a benefit to the general public when compared to prior games. While this may not mean the businesses of Japan will be able to return the sheer capital they have invested, it does mean that the common citizen isn’t shouldering so much of the financial burden.

Yes, there are often many Olympic sponsors that play vital roles in helping the games in a variety of aspects, like media, marketing, etc. However, the actual amount of pure funds that is poured into the games isn’t all that much in the grand scheme of things. For most games, amassing a billion dollars in domestic sponsorships is seen as a success. The Tokyo 2020 Games, however, have set a record by more than tripling the amount set by any previous games, with over $3 billion.

While it is no secret that some Olympic Games have struggled to sell their tickets and thus end up in some instances

giving them away for free, such a case doesn’t seem likely for Japan. There have already been two lottery events, where Japanese nationals were allowed to enter their name into a randomised algorithm that would select lucky individuals.

Following the first lottery draw in July, the results showed that 3.2 million tickets had already been sold, with less than 10% of the available tickets remaining unsold. This doesn’t include the fact that a secondary lottery was open to the public in August and that international sales have yet to open.

A total of roughly seven million tickets are available, with many indicators pointing to upwards of six million being sold.

Compare this to Rio 2016, which only sold 4.8 million mere days before the opening of the Olympics.

This high demand also ensures ticket prices are higher than those of previous games, though they roughly fall in line with those of London 2012. Ticket prices range from about $20 to over $1,700, which would make the premier tickets more expensive than any at the 2012 games. Half the tickets are still reasonably priced, with the majority being available for roughly $75.

For most games, amassing a billion dollars in domestic sponsorships is seen as a success. The Tokyo 2020 Games, however, have set a record by more than tripling the amount set by any previous games, with over $3 billion

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USE OF THE FACILITIES AFTER THE OLYMPICS One issue that always seems to plague the countries who host the Olympics is what to do with the facilities after the games are finished. This is a major concern for many taxpayers in Japan. This final point is related to the previous point made in this article, raising the question of whether the facilities are worth it in the long term?

We can see the remains of many previous Olympic facilities somewhat rotting away due to little use. The 2004 Athens Sum-

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TICKETS FOR THE 2020 TOKYO OLYMPICS

mer Games comes to mind. It is reported that out of the 22 venues constructed, only one is still in use. However, other countries have been able to better utilise newly built structures, such as London.

The venues are seemingly in constant use for events and have helped make the area more trendy.

Luckily, there are some plans to be implemented post-Tokyo 2020. These seem to fall in line with those of the UK. If we look at the “Legacy Venues” left from 1964, we can see what kind of plan they will have moving forward, but hopefully on a much more drawn out plan. The Tokyo Metropolitan Gymnasium and Yoyogi Arena have hosted happenings raning from international sporting events, to pop concerts, to even much smaller local hobby events. Some facilities are used for everyday use by the general public. Tokyo Tatsumi International Swimming Centre is constantly open for public use, from children’s lessons to free swim sessions. If they are able to effectively make these venues points of emphasis in their communities, then long term benefits can be reaped.

The Games’ organisers issued an updated budget that shows $12.6 billion in costs to them and other entities.

However, in a separate report, the Board of Audit of Japan identified billions more in expenditures by municipal and national governments that were not included in the Tokyo 2020 ledgers.

Organisers insisted they shouldn’t be held responsible for the additional money.

“As in the previous year, their report did not classify the cost of these items and activities based on their direct relevance to the Games,” Tokyo 2020 told Associated Press.

YOYOGI NATIONAL STADIUM

“It aggregated a wide range of projects that could be seen as contributing to the Games, including those that were implemented without regard to the Games.”

Various calculations by Japanese media have placed overall spending between $26 billion and $28 billion, more than tripling the cost officials predicted when the International Olympic Committee selected the Japanese capital as host in the autumn of 2013.

By comparison, the most recent budget for L.A. 2028 stands at $6.9 billion — about $700 million more than originally forecast — with nine years to go before those Games. Organisers have said that they can minimise costs by using existing stadiums and arenas, such as the Coliseum and Staples Center.

Japan has built numerous venues for the 2020 Summer Games, including an expensive national stadium and athletes village. In their updated budget, organisers noted a $300-million increase in expected revenue, saying they expect to generate $5.9 billion, which would cover the direct spending that they’ve projected.

Sponsorship sales have gone especially well, totalling $3.3 billion. Public demand has also been strong, with ticket requests far outpacing availability and Tokyo 2020 holding additional lotteries.

It will be interesting to see just how all of this eventually plays out. Hosting such massive events can be unpredictable, with many unforeseen factors coming into play. It will be incredibly important for the Tokyo 2020 Organising Committee and the Japanese government to be on the same page to fully utilise all the positive factors these upcoming Summer Games could provide.

Various calculations by Japanese media have placed overall spending between $26 billion and $28 billion, more than tripling the cost officials predicted when the International Olympic Committee selected the Japanese capital as host in the autumn of 2013

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BUSINESS

MLADEN JEVTIĆ, ADRIATIC REGION SALES MANAGER AT HITACHI VANTARA

FOCUS ON Connecting Industrial Needs With Your Data We are leaders, who continue advancing full steam ahead

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itachi Vantara is a young company that unifies IT infrastructure and operational technologies from various industries. Woven into every segment of their operations is the Japanese culture, in which focus is squarely on the customer, and where quality comes first and everything else is less important.

“Our 100% guarantee refers to the guarantee that we give to our customers with which we guarantee the 100% availability of data on our devices and no loss of data. Our customers worldwide appreciate that very much, because they recognise the quality of the equipment and the support we provide them,” notes Mladen Jevtić, Hitachi Vantara sales manager for the Adriatic Region.

Could you recount for us the interesting history of Hitachi Vantara, which is part of the Hitachi company.

- Hitachi Vantara (formerly HDS - Hitachi Data Systems) is part of the large Hitachi Group and was founded five years ago with the goal of unifying IT infrastructure and operational technologies from various industries. This primarily applies to the IoT and big data analytics, with which Hitachi unified all its expertise under one roof. We are now in a position to provide a complete service of process optimisation/automation for virtually every client, whether that’s a telecommunications or an energy company, a factory, a bank, a utility provider or any other, with the aim of reducing costs and maximising profits.

You have behind you tremendous experience - 100+ years in operational technology and 60+ in the IT sector. How important is experience in your business?

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- Hitachi is a manufacturer of IT equipment, trains, robots, construction machinery, medical equipment, power plants, home electronics, auto industry electronics and thermal systems. We have products for practically every industry and knowhow going back many years. We are actually the only manufacturer in the world with this kind of portfolio and it is natural for us to continue with digital innovation/ revolution, by integrating/connecting all of our products and solutions across all industries.

Perhaps the best example of this is British Railways, which is – with the help of Hitachi – integrating its transport infrastructure with IT. There a million sensors installed on trains and railway infrastructure monitor every segment of work in order to prevent breakdowns and delays, and to increase safety. Financial savings are enormous, and the safety of passengers and their satisfaction have increased massively compared to the time prior to the introduction of such a system.

You recently introduced the 5000 Series Hitachi Virtual Storage Platform (VSP), which is the world’s fastest such platform. How superior is this solution compared to all previous ones? How important is this for your partners?

- Yes, this is the largest, fastest and most reliable storage in the world, which can be used to store dozens of petabytes of data. It can be used to hold, for instance, all data from the public administration/state bodies and all data from all ERP systems implemented in Serbia, and for there still to be room for more. It’s good that it can be implemented as a “small” system and then expanded without limitation,

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which means that it can also be suitable for large users in Serbia and the region.

We’ve just implemented one such system at NLB Bank in Slovenia, and we expect large clients in Serbia to soon recognise this kind of system as a central part of their data centre.

Clients expect you to help them generate new revenue, increase competitiveness, reduce costs and improve their customer experience. Is this achieved through digital innovations?

- Absolutely. In this age, and in the future, there is no other way to advance operations than to apply digital innovation.

Considering our experience and knowhow, we can immediately present our clients with the savings and benefits they are brought by the introduction of a particular “innovation”, and it is up to them to decide. Fortunately, the managers of large clients are also aware of this trend and it is now easier to discuss this topic with them than it was 10 years ago, when everything was in development.

And while we’re on this subject, is it your goal to become the first choice when it comes to digital innovation?

- We already are in a way. In terms of the number of patents in the domain of the IoT and data analytics, we are the world leader and are continuinf in this direction full steam ahead. Our focus now is on AI, where our IT infrastructure devices already have algorithms for AI built in.

sound, and all that in real time, and then all that information is processed in real time, so the entire system is advanced and preventatively maintained through artificial intelligence.

Which references would you single out from Serbia and our region?

- I would certainly single out the Deuche Telecom Group, Raiffeisen Bank, NLB Bank, AIK Bank, Telekom Srbija, VIP Mobile, Telenor, and many state bodies from all over the former Yugoslavia.

In Serbia those are our storage systems and backup, which are known for their performances and reliability.

Whoever has a large number of users, transactions, applications and large databases, and wants it all to work as fast as possible, chooses Hitachi as a partner

Your company is a strategic partner of Disney Parks. What jobs do you do for them? Is that your most famous client?

- I’m not sure whether Disney is the biggest client, but it’s probably one of the most interesting. Disney opted to make Hitachi its strategic partner because we were able to network and oversee everything that exists in the system of their amusement parks. Disney’s idea was to optimise system maintenance – reduce costs and increase the safety and satisfaction of guests. Now everything - from rollercoasters to the flow of people, control of queues and security alerts - can be monitored from one centre via a plethora of sensors and cameras distributed throughout the park. Just an we have smart telephones and smart cars, Disney now has smart rollercoasters – on every rollercoaster, every wheel, rail, pole, seat, safety harness, door and other parts there are now cameras and sensors that measure everything from the environment. They measure vibrations, temperature,

Whoever has a large number of users, transactions, applications and large databases, and wants it all to work as quickly as possible, 24x7x365, recognises Hitachi as a partner.

In Serbia there must definitely be an upgrading of “disaster recovery” systems – the existence of a “second” data centre as a backup location in the event of a crash/problem at the primary location, which now most commonly operates in the active-passive mode (asynchronous replication, second dana centre idle). Our technologies enable, without any additional complications, the realising of the active-active mode of operation, where resources are also engaged at a second location, with which the overall performance and security of the system are improved.

Moreover, our users have yet to recognise the modern concept of digital archives, but I think this will soon be changed by the new law on “archiving”, which stipulates that long-term and adequate preservation of digital data be taken seriously, with the application of privacy and security policies.

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INTERVIEW

GORAN PEKEZ, PRESIDENT OF JBAS AND CORPORATE AFFAIRS & COMMUNICATION DIRECTOR AT JTI WESTERN BALKANS

PIONEERS READY

To Share Experiences

Now that high-scale investments in production centres - such as those of Panasonic, Japan Tobacco, Yazaki and recently Toyo - are coming to Serbia, these Japanese companies that were pioneers on the market are ready to share their experiences. And JBAS is their home

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ny company in the world that has a notable Japanese partner is truly graced with an opportunity to learn and develop over the long term, says Goran Pekez, President of JBAS and Corporate Affairs & Communication Director at JTI Western Balkans, speaking with conviction. It wasn’t so long ago that Japanese investments were so rare that the aforementioned wisdom

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would have been difficult to test. Now, however, when the number of Japanese companies in Serbia is slowly increasing, Serbia is in a position, both as a society and within the domestic business community, to gain more experience with Japanese investments and business philosophy. This is why we spoke with JBAS President Pekez about the changes that have occurred since JBAS was established.

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How has JBAS evolved with the growing number of Japan businesses coming to Serbia?

- In the early days of this century, the Japanese business community in Serbia was a small club of senior managers leading a handful of companies’ representative offices.

This was actually the first stage of creating our alliance, then called the Japanese Business Club. However, with the arrival of high-scale investments in production centres (such as those of Panasonic, Japan Tobacco, Yazaki and recently Toyo Tires), a need appeared to establish a proper business association to represent Japanese business interests and support the arrival of new investors. The latter were obviously interested in the experiences of Japanese investment pioneers and those positive stories helped Japanese investors overcome images of instability from Serbia’s distant past. I am glad to say that the accelerating of investor arrivals testifies to how good a job was done jointly by JBAS, the Embassy of Japan and the Government of Serbia, as our dedicated partner.

What do you see as the most pressing tasks during your second term at the helm of JBAS? - I believe that Serbia’s regulatory reforms are key, not only for the country’s advancement towards EU standards, but also for existing and future Japanese investors. The pace of regulatory change often speeds up after long periods of debate, and helping the Serbian Government find business-friendly solutions is our key task in helping existing and future members. On the other side, we are focused on adding more value to our existing members through services that mean the most – from networking and education, to alwaysinteresting promotions of Japanese culture and – this year – the 2020 Olympic Games in Tokyo.

Serbian institutions. We tend not to be most exposed in media appearances, but rather focused on specific projects and issues that we resolve with the highest standards of expertise and social responsibility. We also never expected immediate dramatic decisions and changes, as we are rather focused on small, gradual improvements that – like in the case of the Kaizen philosophy – result in long-term improvements to the operating environment in Serbia. We have built such an image of JBAS, and our partners in all sectors recognise the value and dedication it brings for them.

Serbia is deliberating ways to encourage growth, which has been quite subdued in previous years. What would be the recipe of JBAS and your own business experience when it comes to achieving faster growth in Serbia?

- Continuing reform of the regulatory environment, education system and international trade will remain key drivers of growth. For example, we note the great attention devoted to the education system lately, which is encouraging, given that new types of roles and services are increasingly required from any workforce in the world. On the one hand, dual education may improve the quality of the workforce in production operations, but the reform of

The accelerating of Japanese investor arrivals testifies to how good a job was done jointly by JBAS, the Embassy of Japan and the Government of Serbia, as our dedicated partner

How does the Japanese business philosophy shape the way the Japanese Business Alliance operates in Serbia?

- JBAS takes a pragmatic, long-term view of all issues, addressing the interests of our members or partnering with

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university education may be welcomed in providing new profiles for advanced industries, such as IT, engineering, technical sciences and managers with an international capacity. These labour segments will be generators of future economic growth for all economies, and investors will also seek them in Serbia.

If you were asked to articulate the insights of the Japanese business community in Serbia, how would you describe the pros and cons of investing in our country?

- Definite pros that we hear are close proximity to the

Considering that you cover the Western Balkan and that the region is looking for to unify at least some of its policies, how do you see the potential of the so-called mini-Schengen zone?

- JBAS will always welcome any liberalisation of trade, labour movements and travel, as these resemble EU standards and prepare the region for accession. However, we would like to see other existing trade mechanisms also sustained, such as CEFTA and EU Stabilisation & Association Agreements. We strongly believe that the countries of both the Western Balkans and the EU will continue their dedication to opening new chapters in this process.

What are the main characteristics of Japanese business principles and how can understanding them contribute to more successful cooperation with the Japanese business community?

- Japanese companies typically take a very careful look into a potential investment or business agreement, which takes time and a detail-orientated approach. However, once they reach a decision, they are very dedicated investors and business partners who are interested in steadily growing their business but also maintaining the high quality of products and operating standards. I would say that any company in the world that has a notable Japanese partner is truly graced with an opportunity to learn and develop in the long term.

EU and a favourable geographical We are focused on adding location generally, Serbia’s free trade What can Serbian business learn agreements and preferential trade more value to our existing the Japanese way of doing busiregimes and the wide availability of members through services from ness - can Kaizen be the key to inskilled English-speaking workers. On that mean the most – from creasing business efficiency? the other side, cons sometime include the unpredictability of regulatory and networking and education, to - By all means, yes; we had hundreds of local and international companies partaxation changes (especially if they cannot be directly benchmarked to always-interesting promotions ticipating in activities promoting Kaizen and lean management over the past EU standards). of Japanese culture and years, and the interest continues.

We are also seeing certain obsta– this year – the 2020 Olympic two Companies would not look into it unless cles in foreign-exchange regulations, Games in Tokyo they share the view that it improves where Japanese companies are seekcompanies’ value, efficiency and the ing more opportunity to use their own quality of operations in Serbia. The most important angle banking and financing tools – again more common to EU of this approach is that it brings employees’ engagement operating standards. We believe that Serbia will continue and requires little or no investment. Hence, every manager heading in right direction and adapting to international is interested in better motivating employees to improve standards, which will further stimulate the arrival of their company’s operations and returns on investments.

Japanese investors.

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ROBERT LUKIĆ, DIRECTOR AT TOYOTA SRBIJA

BUSINESS

Toyota DICTATES TRENDS Toyota's output in Serbia in 2019: Four new models, growth of market share and record sales of hybrid vehicles

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e are just launching the new C-HR, while the Proace City model will be unveiled at BG CAR SHOW 2020 at the end of March, and a few more novelties will arrive in the second half of the year, standing out among which is certainly the brand new generation of Yaris, reveals the Toyota Srbija director speaking to CorD. Ten per cent more new cars were sold in Serbia last year than in 2018. Is this a trend that’s encouraging or currently improving the situation on the car market? What are your business results like?

- After a great decline, the Serbian market is showing a recovery trend and has been growing constantly for several years. Increasing sales in the commercial programme is very important, because it shows that the economy is stabilising and that some level of development exists. Toyota is growing slightly higher than the market and we increased our sales by 17 per cent compared to 2018, and by a third compared to 2017. Last year saw 1,681 Toyota and 17 Lexus vehicles sold, as many as 406 of which were hybrids.

There are several reasons for this, one of which is certainly a comprehensive game rebuild.

Last year we launched brand new generations of the RAV4, Camry, GR Supra and Corolla models, which are offered in three body styles (Sedan, Hatchback and Touring Sports). That practically equates to six new vehicles on the market, and that’s not the end.

Do you expect the country to restrict the import of used vehicles that have been banned from the roads of the EU as dangerous pollutants? How can citizens’ buying of new vehicles be eased?

- The state must protect its interests, or the interests of its citizens. The pollution we currently have in Serbia has set off all possible alarms and we can see that a specific Government response exists. Older vehicles are part of the problem, but they’re not the only one. That’s why it’s essential to have a package of measures with which to lay the groundwork for a lasting

solution to pollution. If we’re talking only about cars, there is good practice in the world, especially in major European cities.

All this can also more or less be applied in our country, and a lot depends on ourselves. Thus, certain bans are essential, but so is, for example, the better organisation of traffic to speed up vehicle flows and reduce unnecessary congestion.

Part of the measures must comprise various incentives for purchasing vehicles that pollute the environment less. That is a general interest and mustn’t be viewed narrowly as assistance to certain manufacturers. As a socially responsible company, Toyota has been developing a hybrid drive as a solution to the growing problem of pollution, which has escalated in the meantime. Purely economic reasons would direct development along a completely different course.

By abolishing the usage tax on hybrid vehicles, a long-standing injustice that virtually punished owners of eco-friendly vehicles was recently corrected. The state has also decided to assist with the renewal of the fleets of taxi companies, while a current topic is incentives for citizens that would help them purchase a new electric or hybrid car. All of this is encouraging, and we honestly hope that subsidies for citizens will be introduced soon, because without them there can be no quick solution to the current situation in Belgrade and our other cities.

Toyota Srbija is a partner of the Olympic and Paralympic Committees of Serbia. What are the various ways in which you help our athletes prepare for the Olympics, which will this year be held in Tokyo?

- Toyota Srbija, as a sponsor, allocates certain funds and vehicles with which is directly assists the work of the Olympic and Paralympic Committees. We organise numerous activities and events at which we promote our cooperation and Serbian sport, and also encourage the Olympic spirit. We are advancing towards Tokyo 2020, where we expect our Olympians and Paralympians to win a record number of medals.

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JAPAN’S 2020 OLYMPICS

Marking A Significant

REBIRTH FOR THE COUNTRY When historians assess the Abe era, they will use the 2020 Tokyo Olympic and Paralympic Games as their benchmark. They will note that Abe’s grandfather Kishi Nobusuke championed Japan’s bid for the 1964 Games. They will highlight the decisions to use the 1964 stadium as the starting point for a new, futuristic arena and to renovate other existing facilities to illustrate the continuity between the two Games

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ost important, however, if Abe’s vision for Japan is realised, those future historians will point out that just as the 1964 Games showcased the country’s economic and political reemergence from the defeat of World War II, the 2020 Games marked a similar reemergence after two decades of economic stagnation.

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Throughout his second term in the prime minister’s office, no single event has weighed more heavily or glittered more brightly than the 2020 Games. The International Olympic Committee’s September 2013 decision to let Tokyo host the Games was both a validation and a “fourth arrow” in Abe’s quiver. He declared after Tokyo’s selection: “I want to make the Olympics a

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By BRAD GLOSSERMAN

National Tourism Organisation to trigger for sweeping away 15 years The Bank of Japan has throw out its plan for inbound tourism. of deflation and economic decline.” estimated that real GDP Originally, authorities aimed to Four years later, Abe, as well as many others, looked to the Games “to growth would increase about host 20 million tourists by 2020, but in 2016 they announced a doubling mark a significant rebirth of Japan.”

0.2 to 0.3 percentage points of that goal to 40 million visitors by As have previous hosts, Japan is counting on an economic boost from 2015 to 2018 because 2020. While that target sounds ambitious, it is within reach, and the 8.5 from the Games. The Bank of Japan of Olympic preparations, million tourists that are anticipated has estimated that real GDP growth making Japan’s real GDP to visit for the Summer Games will put would increase about 0.2 to 0.3 peran exclamation point on that effort. centage points from 2015 to 2018 in 2018 about 1 per cent The Games thus have assumed an because of Olympic preparations, (¥5 trillion to ¥6 trillion) outsize role in government planning. making Japan’s real GDP in 2018 about 1 per cent (¥5 trillion to ¥6 higher than it would have The 2014 revisions of the National Revitalisation Strategy identified trillion) (€4-4.9bln) higher than it been without the Games the 2020 Olympics as one of two would have been without the Games. focal points for the intensification Much of that growth, however, of reform efforts, noting that the preparation presents is the result of construction, which will taper off. But as “an opportunity to accelerate reforms… for the purpose that building boom subsides, tourism will compensate of revitalising not only Tokyo, but all of Japan.” for some of the losses. Tourism is a core component of Ministries and agencies have articulated growth the government’s plan to boost its GDP growth target to plans and strategies that use the Olympics to highlight ¥600 trillion (€4.9 trillion) in 2020 (from the current level their efforts, with projects ranging from infrastructure of ¥500 trillion – €4.9 trillion), and substantial progress to robotics to health care. As one report explained, “We has been made. will have a great opportunity in 2020 to demonstrate About 28.7 million foreign tourists visited Japan in the society that can be realised when problems are 2017, representing a nearly 20 percent jump over the solved through the use of science and technology previous year and a tripling of the number of visitors in capabilities, and to show the future vision of Japan to the past five years. This swelling tide prompted the Japan 23

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on display as well: The 1964 Games the world… [The Olympics] can give The 2020 Olympics were the first to use communications a boost to the world-wide developwill showcase Japan’s satellites to broadcast events and ment of Japanese industries and also the first to use computers to keep encourage overseas companies to technological prowess, Japan’s enthusiasm for the make investments in Japan.” hospitality and culture, all statistics.

Games sparked a boom in television The 1964 Olympics had similar of which should boost its sales and other consumer goods for objectives. They were the first Games its emerging middle class. By all acheld in Asia – Tokyo was selected to national confidence and counts, that coming-out party was a host the 1940 Games, but they were domestic economy while spectacular success. canceled as the world marched toward Expectations today are equally war – and the government spent what highlighting its cutting-edge high. The 2020 Olympics will showcase some estimate as the equivalent of one companies Japan’s technological prowess, hospiyear of the national budget to show tality, and culture, all of which should the world what a country Japan had boost its national confidence and domestic economy become and what it could do. Bullet train passing Mount while highlighting its cutting-edge companies.

FujiA shinkansen (bullet train) service between Tokyo and Japan wants the world to come to Tokyo in the sumOsaka began days before the Olympic torch was lit at the mer of 2020 and see the future. Glowing press reports opening ceremonies. Haneda Airport was transformed detail the preparations. Some of the 8.5 million spectaand a monorail constructed to link it to the city centre. tors will arrive on jets that burn algae as fuel, a source The cityscape saw the addition of new venues, such as the grown on land that not only produces sixty times more National Stadium, the Nippon Budokan, the Yoyogi National oil per acre than oil made from corn, but can also cut Gymnasium, and the Komazawa Olympic Park Stadium, carbon dioxide emissions by 70 per cent when compared along with highways, expressways and subway lines. to petroleum fuels.

Trees that were planted to beautify the city are Much of the Games’ energy will be provided by hydroan enduring legacy of the event. High technology was 24

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TOYOTA NEXT-GENERATION AUTONOMOUS TECH

People who cannot make it into gen, a fuel source that Japan has been The Tokyo government the venues will watch events on 8K especially keen to develop. The Tokyo plans to spend ¥40 billion (or nearly eight-thousand-pixel) highgovernment plans to spend ¥40 billion (€326 million) to integrate hydrogen ($330 million) to integrate definition screens, a transmission standard that is sixteen times the energy into the economy with the hydrogen energy into the current resolution of 4K. If all goes goal of making Japan a “Hydrogen economy with the goal of according to plan, all of Tokyo will have Society.” The Olympic Village will be a 5G (fifth-generation) “smart hydrogen powered, with at least a making Japan a “Hydrogen become city” with video streams throughout hundred fuel cell–powered buses, press lounges, and athlete dorms, Society.” The Olympic Village the metropolis, including 4K video and hydrogen cell–powered cars will will be hydrogen powered in moving cars, and with “pervasive facial recognition” used for stadium prowl the streets. access, security, and the management of traffic, both Visitors will tackle language barriers with a real-time human and vehicular. translation app that can be installed in phones or comPeople will be entertained in the evening by a manmade puters and will be available in tourist-dense areas. Other meteor shower, a spectacle designed to rival the extraorapps will allow visitors to scan and instantly translate dinary opening ceremony of the 2008 Beijing Olympic Japanese signs.

Games. As a Foreign Ministry spokesperson explained, Building on Japan’s reputation as one of the most “It’s going to be a good opportunity to showcase Japanese automated countries in the world, the Olympic Village culture, our technology, our products, our good level of will become a “robot village,” swarming with automated service to give impetus to the Japanese economy… It’s assistants to help athletes and visitors with tasks ranging exactly soft power… to create economic impact.” from carrying luggage to checking into hotels to providing information and even transportation on specific routes.

The author is a long-term Japan observer Companies have announced plans to deploy fleets of and deputy director at Tama University Center for Rule Making Strategies in Japan driverless taxis throughout the city.

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BUSINESS

VICTOR VEKLITCH, VICE PRESIDENT AND GENERAL MANAGER AT JTI WESTERN BALKANS

Continuous Investments In A PEOPLE & BUSINESS JTI has invested more than $181 million in Serbia since 2006, modernising facilities, launching cigarette production, tripling its market share and establishing highscale exports to Montenegro, BosniaHerzegovina, North Macedonia and Albania, as well as the export of tobacco to the EU

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Last summer saw you commission a new cigarette-packing line worth three million dollars. Will you be adding new facilities and expanding capacities?

- Development and upgrading business capacities remain an imperative for us. Our business strategy implies continuous investments in our operations in Serbia, and last year’s investment was significant not only from the aspect of upgrading and expanding production, but also resulted in us ensuring a reduction of imports and We recently marked an increase of exports to the countries 10 years without a work-related of the region.

t Japan Tobacco International (JTI) they are glad that their employee practises have been recognised and rewarded with the prestigious ‘Top Employer’ certificate.

This recognition, and above all the great satisfaction of employees, are the main driving force for the company to continue operating in this way and to make things happen.

JTI is traversing the second decade of its operations in Serbia. What have proven to be the greatest benefits of the decision to invest in Serbia? injury in Senta factory - With the distance of this time, we can JTI is the only company to buy local tosafely say that entering the Serbian marbacco. How many people, including farmers and seasonal ket was a good decision. The value of exports since 2006 has workers, make a living thanks to your factory? reached nearly $250 million! We’ve also quadrupled the number - Yes, we are the only foreign company that grows and buys of employees and are now among the five biggest taxpayers local tobacco, and we are pleased to help Serbia’s agricultural in Serbia, with contributions exceeding $2.2 billion to this day. policy in this way. We indirectly employ more than 1,200 people, We are very proud of these results!

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including farmers, members of their households and seasonal workers. Our cooperation with tobacco producers includes full support in all stages of tobacco production, education about the latest global trends of tobacco growing and the latest regulatory changes that they are obligated to comply with, considering that we are in the business of producing excise goods. The improving results we achieve together every year confirm that our efforts are justified. Last year we exceeded all expectations with an average tobacco yield of more than 2,000 kg per hectare, which is a result that can’t be matched by a single other producer in the country.

In our work, we are positioning JTI as a loyal partner to the government and – thanks to our numerous joint projects – 444 tonnes of illegal tobacco, with an approximate value of €49 million when turned into cigarettes, have been destroyed in the last four years.

Since 2011, Your company has been awarding Sakura scholarships, in partnership with the Embassy of Japan. Is this a way to strengthen relations between our countries and peoples?

- That’s right, thanks to our successful cooperation with the Embassy of Japan, we have been working on bringing Japan

closer to the local public for years.

You continue to increase your market We are the only foreign We take great pride in our Japanese share year-on-year, while at the same company that grows and buys roots, and the Sakura scholarship is time your exports are also growing.

Does this mean that your factory in local tobacco, and we are pleased an important part of the promotion of Japanese culture. In addition, we Serbia ranks highly within the compato help Serbia’s agricultural have so far supported performances of ny’s global operations? policy in this way numerous Japanese artists: Japanese - Continuous efforts and striving towards drummers Ondekoza and Gocoo, theatre improvement have led us to tripling our ensemble A la Place, famous pianist Fujiko Hemming, the market share in Serbia, and innovations in production have altraditional Variki ensemble and many others. lowed us to increase exports. In times of strong competition and the fight against the illicit trade in tobacco products, our JTI has been named as a Top Employer for many years conresults – not only in Serbia but across the region – have been secutively. What is it that makes you one of the best employnoticed at the global level. Our Senta factory was the number ers in the world and the best in Serbia? one JTI factory in 2016 and 2017; and #2 in 2018 in the total Global - At JTI people really do come first – we are aware that emSupply Chain KPI’s ranking among all 30 JTI factories worldwide. ployees are the most important segment of our company and that they are the most influential source of our competitive There have been considerable changes within the Tax Adminadvantage. It is for this very reason that we invest constantly istration and inspections. How have these changes so far conin the development of our incentivising system of promotions tributed to speeding up procedures and reducing the impact and rewards, private healthcare - not only for employees, but of the grey economy? for their closest family members - and we also offer employees - We welcome all developments in the Tax Administration, as the chance to learn more and develop abroad, which is an adwell as changes in the inspection system in Serbia. This will ditional motivational factor for them. I believe that investment surely contribute to a more efficient system and increased in our people is a sure path to success. control, which will result in reduction of the grey economy.

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INTERVIEW

DANIJELA ČABARKAPA, EXECUTIVE DIRECTOR OF THE JAPANESE BUSINESS ALLIANCE IN SERBIA (JBAS)

STEADY

Growth

In a short period of time, the Japanese Business Alliance in Serbia made a huge difference in the way member companies, as well as Japanese companies interested in Serbia, access valuable information and communicate their views related to the business environment

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he Japanese Business Alliance in Serbia (JBAS) was established by, and on the initiative of, Japanese companies already operating in Serbia, meaning that it was not set up as a branch office of the Japanese national chamber – the Japan Chamber of Commerce & Industry (JCCI). However, it was soon recognised as a valuable partner for further strengthening and enhancing bilateral cooperation between Japan and Serbia, and thus joined the JCCI network of international Japanese chambers.

“This was an important step towards strengthening institutional support. Our goals and activities were, from the very beginning, supported by the Embassy of Japan and Japanese government agencies – the Japan International Cooperation Agency (JICA) and Japan External Trade Organisation (JETRO), as the two main Japanese organisations

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in charge of economic cooperation, which have joined our network as JBAS honorary members,” says JBAS Executive Director Danijela Čabarkapa.

JBAS also strengthened its cooperation with the Serbian Development Agency by signing an MoU, covering cooperation in the SME sector and investment related areas, and participated in the organising of the business-related segment of Japanese Prime Minister Abe’s visit to Serbia, as well as in the organisation of the first supplier day event for Japanese companies in Serbia, organised within the framework of the Japan-Serbia Business Forum.

“Our level of activities has an upward trend in terms of both quantity and quality year after year, which all resulted in us reaching the number of forty-three active members at this moment, and steadily growing,” says Čabarkapa.

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JBAS has three active industry groups: automotive, healthcare and hi-tech. Two more are to be initiated this year - kaizen and HR group

To what extent is your job concentrated on the Japanese business community already operating in Serbia, as opposed to prospective Japanese investors?

- Both segments are equally important and represent the main activities of our association - the main reasons for establishing JBAS were, on one side, to provide support to the Japanese business community already present in Serbia and, on the other side notably increased interest in business opportunities in Serbia by Japanese businesses and the need to provide necessary support. It is important to emphasise that, before JBAS was established, besides the Embassy of Japan, there were no Japanese institutions providing such services in Serbia directly. Whether support is needed in the field of providing information on business opportunities, current business trends, announced developments and changes in the business environment, education, creating networking and promotional possibilities, resolving potential challenges or providing information about business conditions and opportunities in Serbia and supporting the

advancement of Japanese business community in Serbia, JBAS comes into frame.

What are the differences in promoting Serbia’s potential for investments from the perspective of your current job and based on the experience you gained at SIEPA? - The biggest difference is the focus in terms of country, meaning Japan.

My main responsibility in the field of investment promotion at SIEPA was to promote investment opportunities in Serbia, while working on potential investment projects in different industries and providing support to companies from all over the world. I can now say that my mind and heart are somewhat split in two. On one side, as a Serbian, I am always keen to promote my country and, of course, to support an increase in the number of Japanese companies doing business in Serbia. However, on the other side, I have to be even more strict and critical concerning the business environment in the country, in order to provide the best,

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tailored support to Japanese companies taking Serbia into consideration as a potential business destination.

Which JBAS services are the most sought after by your members?

- Those would definitely be services related to education, providing information about novelties in areas that influence conditions for doing business, the latest trends and developments in the overall business environment and creating a

platform for networking opportunities.

What I would also like to emphasise is the increasing importance of our industry groups, where we are focusing on concrete challenges and recommendations and expertise that Japanese businesses can provide, which should lead to the further improvement of business conditions in Serbia. So far, three JBAS industry groups have been created and are active: automotive, healthcare and hi-tech. Two more are to be initiated this year - kaizen and HR group.

How would you evaluate your cooperation with the Government of Serbia and the ability of JBAS to articulate its initiatives related to the improvement of the business climate?

- It is not a custom for Japanese businesses to impose themselves, but rather to let quality and results, e.g. references, speak for themselves. That doesn’t mean, of course, that we remain silent – when we have something to say/ add that can create value and provide a contribution to the improvement of the business climate, we tend to openly share our opinions and ideas. As already mentioned, three JBAS industry groups have been defined so far as the main channel of focused advocating proposals and recommendations for further business conditions improvement in Serbia by Japanese business society, promotion of Japanese businesses and creation of partnering networks with relevant stakeholders in specific industries. We have already undertaken tangible activities and had a dialogue with the government in the areas of environmental protection, healthcare, IT/innovation and economic cooperation.

We can say that our suggestions are openly accepted and discussed. We are glad to say that we are invited to share our opinions in various fields and are encouraged to be even more active, which we will definitely focus on and implement in the period ahead.

We are keen to attract Japanese companies that are interested in developing and implementing advanced technologies in the country, as well as introducing higher value added activities when it comes to those already present in Serbia

You’ve focused your activities on innovation recently. How important is the sector of R&D for Japanese companies in Serbia?

- The first thing that usually comes to our mind when we think about Japan is the high level of technology, and it is thus no wonder that we are focusing our activities on innovation and why our hi-tech group gathers the largest number of our members. Within our hi-tech group, we are focusing on areas where we can use transfers of Japanese business community 30

knowledge and experience to support the further development of an innovative climate in Serbia and explore potential areas for establishing closer cooperation. As conditions in the country are becoming more favourable in terms of creating a platform for adding higher value - meaning attaining a more advanced level of technology - we are keen to attract Japanese companies that are interested in developing and implementing advanced technologies in the country, as well as introducing higher value added activities when it comes to those already present in Serbia.

In November 2019, together with the Embassy of Japan, we organised a business lunch with Innovations and Technological Development Minister Nenad Popović in order to discuss current developments and plans in the innovation environment in Serbia, but also potential areas for cooperation. Further initiatives in this area are planned and are yet to come.

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MAGIC CODE

BUSINESS

With Quality There Is NO COMPROMISE Magic Code is a young company that has, in less than ten years, grown from being a small family-run enterprise to become an importer and distributor of many global brands, including Japanese facial care brand Hada Labo Tokyo

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proper development and find a way to reach consumers. t’s not a great art to find a brand today, but rather to In order to build a brand it is necessary – alongside havdirect it towards proper development and find a way ing a lot of knowhow and experience – to be familiar with to reach consumers. In order to build a brand it is necconsumers, as well as their habits and needs. essary to be familiar with consumers, as well as their The expectations and needs of consumers, as well as habits and needs their different lifestyles, help Magic Code’s management In less than a decade, Magic Code has grown from a small to be innovative and to provide their customers with even family enterprise into a company that achieves enviable more enjoyment in their daily care and beauty rituals. As results, taking one sure step forward every day, accordthe company management say themselves, they take care ing to the slogan that guides it. Their success represents to ensure that these are brands that always keep up with an extension built on the foundations of a healthy family, the times, and their aim is to work in which is very important, serious work, cooperation with manufacturers to a strategic approach and commitment Hada Labo products easily always bring something new, modern to all segments of operations. On this found the right route to and high quality, because product development path, from whichever point you set off, you need - apart from consumers, first in Serbia, then quality always wins and is the most important part of every story. a lot of work - to have a clear vision, later in the region and in Thanks to Magic Code, Japanese tenacity and patience to persist in EU countries facial care brand Hada Labo Tokyo achieving your goals, and they had all is available to women in Serbia and of that at Magic Code. Among their the region. This cosmetics product is very well received, advantages that were immediately recognised by customwhich is yet more confirmation that quality is recognised ers is the desire to be unique in their choice of brands and always and everywhere. As importer and distributor, the thus to suggest changes that have been accepted very responsibility and credit of Magic Code for this is extremely positively on our market. high, because a brand that is considered as being the bestFurthermore, Magic Code is known as a reliable distribuselling in its own country – in this case Japan’s number tor, because it is dedicated to taking care of all the brands one – should be represented as it is. it represents, but is also known as a serious importer who Market circumstances are perhaps different in other chooses only the highest quality for its customers. They countries, but in all of them Hada Labo Tokyio, as a brand really choose brands carefully, with the aim of bringing of renowned Japanese pharmaceutical company Rohto something new and different, taking into consideration Group, is presented as a powerful brand, Japan’s No. 1 product quality, as the first and foremost criteria. It’s not a brand with identity. great art to find a brand today, but rather to direct it towards 31

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INTERVIEW

JIRO TAKEICHI, CHIEF REPRESENTATIVE OF THE JICA BALKAN OFFICE

JAPANESE KNOW-HOW

For Serbian Businesses On the basis of the “Western Balkan Initiative” that was proposed by Japanese Prime Minister Shinzo Abe in 2018, JICA has been engaged in providing technical and financial assistance to Serbia and other Balkan countries in their efforts to carry out reforms towards EU accession.

Investment promotion, private sector development and environmental protection are all in the focus of JICA's engagements

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lthough Japanese companies don’t have a very heavy presence in the region, Japanese-style support for small and medium-sized enterprises is spreading to the Western Balkan countries. Here Jiro Takeichi, Chief Representative at the JICA Balkan Office, answers our questions related to JICA’s involvement in the region.

How many companies can today pride themselves on being followers of your business style?

- Around 200 mentors have been trained through the Project for the Establishment and Promotion of Mentoring Services in SMEs in the Western Balkans, which was first implemented in Serbia and then extended to other Balkan countries as well.

After having acquired skills and techniques related to Japanese “Kaizen”, 5S and business consultancy, these mentors offer mentoring services based on the needs of SMEs. And the number of companies that have benefited from this project has risen to more than 2,600 to date. In order to provide high quality mentoring services to all companies, this project aimed

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to establish standardised mentoring techniques and improve the skills of trained mentors. As a result of this, mentors are able to analyse a specific company from a bird’s eye view and improve the ability to understand the actual needs of that company. In order to provide a few different solutions, mentors also need to adjust methods of financial assistance to a specific company, to know how to develop promotions, new markets, new products, and to improve productivity.

Since these proposals provide different points of view for the entrepreneurs/beneficiaries, the companies involved are able to formulate even better business strategies.

How much are similar such initiatives helping to bringing Japanese companies and businesses from the Western Balkan closer together?

- After receiving mentoring services, the beneficiaries reported a positive impact on their businesses, such as new business opportunities and access to new markets. I will provide two examples of beneficiaries who got new business partners who

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were not domestic or regional ones, but rather from the EU. Milan Blagojević from Smederevo (MBS) has established cooperation with business partner Oranier from Germany and is producing wood cookers, stoves and electric range ovens under the Oranier brand. Cooperation with Oranier is a direct result of the implementation of 5S in the part of their production during the mentoring process. Another example is HOFF d.o.o. from Belgrade, which has established cooperation with business partner Kasht from Slovenia.

The aim of this cooperation is to place HOFF’s products (aronia juice, toppings and aronia filling) on the Slovenian market and to access other EU markets.

During the mentoring process, RAREI (Regional Agency for Development and European Integration) Belgrade and HOFF worked on creating an export strategy, and cooperation with Kasht is a direct result of that mentoring activity.

Japanese business didn’t have enough information about Serbia for a long time, or the region wasn’t in their focus. Today, however, it seems that things are at least slightly different. How would you describe the interest of Japanese companies in this part of the world?

- From Japan’s perspective, Serbia is a distant country where Japanese companies haven’t previously been present.

However, Japanese companies perceive Serbia as a country with high quality human resources that’s well positioned geographically, with access to huge markets like those of the EU and Russia.

Therefore, JICA has been implementing projects, through Official Development Assistance (ODA), that will draw attention to the business potentials of Serbia.

Specifically, in the case that there is a request from a Japanese company to collect some basic information in a specific field or to explore business models in order to market their products or services, JICA can provide grant assistance. There is also a possibility to financially support private enterprises that are implementing promising development projects.

This year, a company that is developing an agricultural school in Japan is planning to use JICA’s grant system to carry out a basic study in the field of agriculture in Serbia. If the study goes well, this company’s next step would be to manage a business school in Serbia, which would nurture a new generation of managers in agriculture. In this way, JICA continues to support Japanese companies that express an interest in doing business in Serbia and this region.

Assistance to Balkan countries began in 1990, when JICA accepted the first training participants from Albania to Japan, and in 2016 the JICA Balkan Office marked the 10th anniversary of its opening in Belgrade. How has your assistance to Serbia changed over time?

- When Japan first began with ODA in the Balkan region, the focus was on assistance to market-orientated economic reforms. After this, while adjusting to economic development in Serbia, the main

sector of cooperation in the Balkan region shifted to investment promotion, private sector development and the promotion of SMEs. Moreover, since the beginning of cooperation, environmental protection has been another main sector for assistance and we plan to start a new project in that field this year. Japan has lasting experience and accumulated knowledge in these two fields, and we hope for very successful cooperation here.

In 2018, Prime Minister of Japan Shinzo Abe visited Serbia and proposed the “Western Balkan Initiative”, making it clear that Japan will continue its cooperation with Western Balkan countries. Based on this initiative by the Government of Japan, JICA will continue providing technical and financial assistance to Serbia and other Balkan countries in their efforts to carry out reforms towards EU accession.

The recent advancements of Serbian companies Milan Blagojević from Smederevo (MBS) and HOFF d.o.o. were based on the provision of mentoring services provided through JICA support

The Project to Research the Integration System of Spatial Environment Analyses and Advanced Metal Recovery to Ensure Sustainable Resource Development, which is supported by JICA, is culminating in 2020. What would you outline as its major achievements?

- As a result of mining at the Bor mine for many years, down33

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stream flows have been polluted and the tailings have remained in this area. However, since the contaminated area is huge, it was very difficult to identify the burden it places on the environment and to propose measures for environmental reclamation. As a result of a five-year project, Serbian researchers - together with Japanese researchers from Akita

University - managed to identify the source of pollution and specify the polluted area within the mining complex. It also became easier to devise measures to neutralise contaminated waste water depending on the source of pollution, as well as to check whether successful environmental reclamation is possible by installing a waste water channel. The results of this research has been summarised and already submitted to the Ministry of Mining and Energy. Generally speaking, environmental reclamation demands serious funds and we hope that governmental institutions and research centres, together with the mining company, will work together and implement anti-contamination measures.

monitoring system and raise the awareness of environmental protection. Furthermore, in the Municipality of Šid we are continuing to support eco-friendly urban development by developing a recycling system and establishing 3R (Reduce, Reuse, Recycle) activities. Last but not least, the construction of facilities for flue-gas desulphurisation at the biggest power station,Thermal Power Plant NikolaTesla A, has already begun and will relieve the burden on the environment caused from pollution emitted by the thermal power plant.

Serbia has carried out many reforms in the field of environmental protection in order to advance its EU accession process, but since many tasks are yet to be completed, JICA will continue to focus on this field, as one of the main pillars of cooperation, and will keep formulating and implementing projects related to environmental protection.

Which other JICA activities in Serbia would you like to outline?

- At the JICA Balkan Office, besides private sector development and environmental protection, efforts are also being exerted to support persons with disabilities. There are numerous NGOs in Serbia focusing on this group, and JICA is cooperating specifically with the Belgrade Sports Association for Persons with Disabilities, Nasa Kuca and Decije Srce [Our House and Child’s Heart]. JICA supports people living with disabilities through activities related to sports and production, in order to assist them in their social engagements.

Another thing is that we last year started implementing the programme of young volunteers (JOCV) in Serbia. Through the JICA volunteer programme, young and senior volunteers are dispatched to municipalities and NGOs across Serbia, and are given the opportunity to work together with Serbian citizens for two years. During this time, Serbian citizens are familiarised with the Japanese way of thinking and working, and thus gain a deeper understanding of Japan. On the other hand, during their assignment and upon their return to Japan, the volunteers continue sharing their experience from Serbia in Japan, again better familiarising the Japanese people with Serbia. Through this kind of mutual understanding, the friendship between our countries is deepening, and that is the ultimate goal of this programme.

Volunteers are dispatched not only to Belgrade, but also to other cities in Serbia.

Eight Japanese volunteers are currently dispatched to Serbia and are engaged in various activities. If you happen to meet them somewhere, please talk to them and try to connect

Considering that environmental issues are becoming pronounced all over the world, how would you estimate the progress made so far in this sector in Serbia, through your support?

- The project in Bor is soon to be completed, but another similar project in the City of Pančevo is starting. In the City of Pančevo is an old waste disposal site of the closed Petrohemija company, which is a threat to the environment. We are continuing activities that involve industry, government and academia, working together with citizens, to establish a 34

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VLADIMIR GAK, PRESIDENT OF THE MUNICIPALITY OF INĐIJA

BUSINESS

11 INVESTORS In 3 Years Inđija is a leader in Serbia in many areas and the most favourable place for investment in this part of Europe, thanks to which it was able to attract Japanese giant Toyo Tires. This will help to ensure citizens have the highest possible salaries, a high standard of living, the best quality public administration service etc

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t is enough for an investor to say which plot of land they want to purchase in Inđija and all utility connections will be provided. What we are proud of is the speed of our administration – a building permit to start the construction of factory facilities is issued by us to an investor in a maximum of three days, says President of the Municipality of Inđija Vladimir Gak.

- With Japanese partners and our colleagues from the Serbian Development Agency, we have created a plan of the steps necessary in the implementation and start of construction of the factory. We have done everything that was up to us within the deadlines set, so it is up to the investor to decide when to start construction. What I sincerely hope is that implementation will begin and the foundation stone will be laid during April.

The factory of Toyo Tires is Japan’s first investment in Europe that saw many European Union countries vying to seThis is a major investment of almost €400 million. How cure and which was won by little Inđija. How would you exmany jobs will be created? How much will this Japanese inplain that? You must be very proud... vestment change the economic picture of Inđija and the - I am, of course, proud, but I have to emphasise that this was lives of citizens? preceded by a lot of work, even though Inđija is located in an ideal - In the first phase, just over 500 workers geostrategic position between the two Apart from employment, Inđija will find work, and what is very important largest cities in Serbia, Belgrade and Novi to us – and has been announced by SerSad, that Highway E75 passes alongside it offers a rich array of cultural, bian President Aleksandar Vučić – is that and the edge of the industrial zone and the sporting and entertainment the average salary will be much higher Belgrade-Budapest international railway.

However, our industrial zone wouldn’t be contents, so Inđija is truly an ideal than the national average. The quality and standard of citizens will increase as attractive if we hadn’t invested more place to create a family significantly with this, and thus the ability than a million euros in municipal utilities of the local government to invest even more in roads, schools, equipment over the last three years. nurseries, sports fields and other areas.

The fact that we’ve signed 10 new investments in just three years and that the eleventh investment is that of JapaIf all the investors with which you’ve entered into negotianese company Toyo Tires testifies to the fact that the Inđija tions, including the Japanese, were to open their production industrial zone is the most attractive in this part of Europe. facilities, unemployment in Inđija would stand at just one per I would also point out that our philosophy is to ensure the cent. What would you do then? absolute availability of the entire municipal administration - At the moment when all the factories launch their operaand myself, as president of the municipality, to any investor tions, everyone listed with the [unemployment] bureau will to solve any problem. This means that they can call us at any have a chance to secure a job. The only ones that won’t work time of the day throughout the week, because we are fully are those who don’t want to or those who are unable due to ready to respond to everyone’s needs. health problems. Our vision is to increase the population in the coming years, both through the birth rate and through people When is the foundation stone expected to be laid and the relocating from less developed areas of Serbia. launch of construction of the Toyo Tires factory?

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INTERVIEW

RADOŠ GAZDIĆ, DIRECTOR OF THE DEVELOPMENT AGENCY OF SERBIA (RAS - RAZVOJNA AGENCIJA SRBIJE)

With A Good

TAILWIND According to the estimates of the Development Agency of Serbia, 2020 will be marked by the further growth of investments, primarily in the automotive and food industries, tourism, ICT and the electronics sector, as well as generally in projects that imply high-tech processes and capital intensive investments

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or the Development Agency of Serbia (RAS), and first and foremost for Serbia, 2019 was another very successful year, at least if we look at inflows of foreign direct investment (FDI). Just in the first ten months of 2019, FDI inflows totalled 3.243 billion euros. By comparison, for the whole of 2018 - which was the most successful year to date - we had FDI totalling 3.496 billion euros.

“We expect the official figure to be higher when the amount for the last two months of 2019 is added,“ says RAS Director Rados Gazdić. “Specifically, during the last year there were some major, strategically important and technologically advanced projects announced and initiated, such as MTU Aero Engines AG, BROSE, Linglong Tire, ZF R&D, Barry Callebaut, Boysen, Minth, Yanfeng, Ellis Enterprises East, Feka Automotive etc. In the new year, the launch of works or even production lies ahead for some of these projects.”

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At RAS they expect the further growth of investments in 2020, which will be followed by an ever increasing number of capital intensive investments. When it comes to investment trends by sector, the focus is expected to be on the automotive and food industries, the development of spa facilities, the ICT and electronics sector, as well as on investments generally in projects that imply high-tech processes.

If we look at the locations of investments, what characteristics do you see?

- Investors that bring and invest in high-tech areas pay really close attention that the locations of their future factories are close to one of the country’s four university centres. They want to thereby secure highly qualified and professional staff for their future projects. On the other hand, in the south of the country we still have an unemployment rate that’s not so low, and it is there

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that labour intensive projects initially arrive, while the north of the country is still dominant for capital intensive projects. As unemployment continues to fall in these southern areas, there will be a natural equalising of the North-South ratio in terms of capital- and labour-intensive projects.

It is said that the European car industry is very volatile and that many countries, such as Hungary and Slovakia, are today striving to diversify. How much is Serbia exposed to such risks?

- Around the whole world, and especially in Europe, falling car sales were recorded in the last year.

Given that we are focused on the automotive industry and that we have major investors in that field, our attention is focused on current happenings in that industry, and at this moment we don’t really see any slowdown in investment in the automotive sector. However, we are strategically orientated and focused on the future of the electronics industry, ICT, the manufacturing of machinery and equipment, tourism and the food industry, with which those potential risks are actually reduced.

What would you single out as RAS’s greatest successes in terms of cooperation with Japan International Cooperation Agency (JICA) and Japan External Trade Organisation (JETRO)?

- One of the greatest successes during the over 15 years of cooperation with Japanese agency JICA is the standardisation of the mentoring service and the recognisability and acceptance of this service by the SME sector, on the basis of knowledge conveyed

by Japanese colleagues, experts. By year’s end 2019, approximately 2,400 SMEs, entrepreneurs, cooperatives and clusters were using the standardised mentoring service, and tangible results observed among domestic firms included evident increases in sales, a greater presence on the market, efficient organisation of production processes, increased employee numbers, an increasing number of customers, the opening of new markets and the like.

The importance of the mentoring service, as well as cooperation between RAS and JICA, is reflected in the fact that this project is the fourth in a series of projects that we’re working on together.

Collaboration with JICA began in 2006, and we’ve had four joint projects to date. Cooperation is currently being implemented through the project “Establishment and Promotion of Mentoring Services for SMEs in the Countries of the Western Balkans,

Phase 2”. The most important goal of this project is to transfer the RAS standardised mentoring model for MSMEs within the Western Balkans (Bosnia-Herzegovina, Montenegro and North Macedonia), while it is no less important that micro, small and medium-sized enterprises in Serbia and the region continue to develop their operations while using mentoring services.

RAS also submitted an application during 2019 for a fifth consecutive project, which will form the basis of continued successful cooperation with JICA beyond 2020, while during this year we will continue providing standardised mentoring services to

Investors that bring and invest in high-tech areas pay really close attention that the locations of their future factories are close to one of the country’s four university centres

companies through programmes funded from the budget of both the Agency and the Ministry of the Economy.

How much do these and similar contacts help in the promoting of exports and inclusions in the supply chains of multinational companies?

- The Development Agency of Serbia has created two new and extremely important support programmes for SMEs, and those are the Support Programme for the Promotion of Exports of SMEs and the Support Programme for Companies to Enter the Supply Chains of Multinational Companies. We expect the launch of a public invitation for inclusion in export promotion programmes in March, while the implementation of support activities under the scope of the Support Programme for Supply Chain Entry is already in full swing, given that contracts with selected beneficiaries were signed at the end of 2019. What distinguishes these two programmes compared to all previous ones is that we’ve introduced the stage of business performance diagnostics prior to deciding on the allocation of funds – with this we succeeded in identifying 37

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the companies that have the greatest growth prospects and to gain proper insight into the needs of users and for us to provide them with a support package that will provide the best results in terms of improving their performance and creating opportunities for realising new jobs.

When creating draft proposals for both programmes, we held a series of meetings with representatives of the private sector, including representatives of multinational companies, and - with advisory and other support from international organisations and consultants (WB, EBRD, ARRA etc.)

- we identified the problems and needs of the private sector in Serbia, but also the needs of the market, and managed to incorporate into these programmes the knowledge, experience and advice of multinational companies and all associates. For example, for the Supply Chain Inclusion Support Programme we have an Advisory Board composed of representatives of multinational companies, while the programme was also initiated with the support of the World Bank. Establishing contacts and collaboration with different organisations give us the opportunity to learn a lot from their many years of experience, especially in working with SMEs, and to transfer that knowledge to local businesses through our programmes.

Many of them have provided us with support for launching programmes, whether in the form of advice or in the form of their active involvement in the field with SMEs and in promoting programmes…

edge is what most hinders new business opportunities and that the support that would mean the most to domestic companies would be in the form of acquiring knowledge about the right ways to market products, effectively organise production processes and logistics, find contacts and the legal aspects of doing business on international markets... The situation is similar when it comes to inclusion in the supply chains of large multinational corporations – our companies lack knowledge of what they lack in business and what they need to improve in working processes in order to reach the level necessary to enter supplier chains.

The primary role of RAS will be to work on the development of supplier chains and to support the internationalisation of the operations of enterprises, as well as striving to achieve regional and international economic connectivity

How ready are our businesses to enter such supply chains today? In which sectors is this cooperation the most pronounced?

- The noted programs target the food and wood industries (export promotion) and production and processing in the automotive, mechanical, metal, wood and furniture industries, rubber and plastics, electronics and electrical systems and elements, the production of household appliances and parts, and the like (supplier chains).

It is precisely those sectors that are targeted through support programmes that are also recognised as the most ready and able to develop supplier chains, increase export capacities and conquer new markets. During preparatory meetings for the creation of export promotion programmes, which were organised with representatives of our companies from the food and furniture production industries, there was agreement that a lack of knowl38

In addition to these areas, Serbia has also singled out the following priorities: faster growth of start-up companies and greater contributions of fastgrowing SMEs, regional specialisation of the processing industry, solving the problem of large losses and creating a new industrial policy. In which areas do you primarily see the role of RAS? - The primary role of RAS will be to work on the development of supplier chains and to support the internationalisation of the operations of enterprises, as well as striving to achieve regional and international economic connectivity. That also means simultaneously empowering small and medium-sized enterprises, especially fast-growing ones. And in accordance with the general tendency for industry to turn more towards smart technology, it is also our goal to support and contribute to the technological modernisation of the processing industry and the road towards the smart industry.

Given the wide range of works in which RAS is involved, do you consider that you have at your disposal appropriate human and financial capacities to match Serbia’s plans for faster economic development?

- Serbia’s economic development plans are created in such a way that they envisage and include all relevant stakeholders and factors in the process of strengthening the economy and the economic environment. Planning works, strategic commitments, budget planning at the national level and the level of RAS, along with other activities, are mutually harmonised, well planned and complementary. With that, no single step is arbitrary, not even an assessment of the capacity to carry out activities, whether financial or human. As such, for now we have sufficient capacities.

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SHAIP KAMBERI, PRESIDENT OF THE MUNICIPALITY OF BUJANOVAC

BUSINESS

WE ARE GRATEFUL For The Assistance The Municipality of Bujanovac occupies a fifth of the territory of the Pčinja District, where 15% of the population of this district lives and has an extremely favourable age structure, which represents valuable and dynamic social potential for social and economic development

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hanks to Japan’s donation for de-mining operations, the security of citizens will soon be increased and conditions will be created to enable forestry exploitation, livestock grazing, mushroom picking and activities that determine the incomes of the local population.

excluding freelance entrepreneurs, stands at 5,478. There are more men, 3,853, while women account for only 1,625, which is just 30 per cent. The number of employees of entrepreneurships, including freelance entrepreneurs, totals 1,264, of which 333, or 26 per cent, are women.

Japanese ambassador to Serbia, H.E. Junichi Maruyama, visOpportunities for the development of your municipality rely on the food, non-ferrous metals, tobacco, furniture, plasited the site of the Turijaska Hills de-mining project last year.

What is the value of this work and why is it important? tics, mining, textiles and construction industries. Are there - On the basis of the Agreement on the approval of a Japanese any potential foreign investors? donation for de-mining operations in the Municipality of Bu- The specificities of the municipality of Bujanovac are primarily found in the demographic characteristics of the population: janovac with the International Foundation for Strengthening ethnic composition, the participation of young people and the Human Security (ITF), a project was implemented to de-mine rate of natural growth. According to the 2002 census, the majority the Končulj-Singerit site, on an area of 198,600m2, and a depopulation in the two municipalities of Bujanovac and Preševo mining project for the Turijaska Brda site, covering an area of is ethnically Albanian (Bujanovac 54.69%, 389,200m2. During the implementation of Preševo 89.1%). Serbs represent 34.14% these projects, 20 anti-personnel mines The most important industries in were found and destroyed, as well as 15 of the population in Bujanovac and 8.55% Bujanovac are food, non-ferrous units of various unexploded ordnances. in Preševo. Roma people are account for 8.93% of the population of Bujanovac.

The importance of this project can metals, furniture, plastics, mining, Unlike the rest of Serbia and the Pčinja also be measured by the fact that during tobacco, textiles and construction 2003, at the same location, one resident of District, the natural population growth rate is positive in Bujanovac and Presevo. the village of Veliki Trnovac was killed and Furthermore, another characteristic of these two municipalities another was injured due to the explosion of anti-personnel mines. is the significantly higher participation of the young populaThat area hasn’t been able to be used since for safety reasons. tion and the significantly lower participation of elderly people The Government of Japan also awarded the municipality of compared to the national level, expressed through measures of Bujanovac a donation worth 109,000 euros in 2017. How was average age, the ageing index, the dependency rate of the younger it used and how much did it mean to the residents of your population and the dependency rate of the older population. municipality?

Some 847 businesses are registered on the territory of the - The Japanese then donated €109,000 to us for the purchase municipality of Bujanovac, 269 of which fall among small and of a water tank and ambulance vehicles. The procurement of medium-sized enterprises, while 578 are freelance entreprethese vehicles has contributed greatly to improving the working neurs. In Bujanovac we also have 35 industrial plants of various conditions of utility services and healthcare providers, which categories, in which 15 companies account for about 82 per cent was particularly important during the peak of the passage of of total operating income. migrants through our municipality.

It is important to stress that our municipality has 30,264 working-age residents, while the total number of employees, 39

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NEW TECHNOLOGY

How Japan Is Using

TECHNOLOGY FOR THE 2020 OLYMPICS Autonomous taxis are set to shuffle visitors between the airport and sporting venues. Facial recognition will speed up security screenings for hundreds of thousands of athletes and staff. Automatic translation devices will be used to knock down language barriers.

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apan for decades has been a leader in technology and innovation. But with ever-growing competition from Silicon Valley and China, the Olympics is being seen as a platform for the country to go beyond quietly leading the tech charge, to putting everything it has on the global stage. “The Olympics has created a focus point for a government really seeking to advance their science and technology agenda,� says Naoko Iwanaga from JLL Japan Research.

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The commitment is clear. According to the Tokyo Metropolitan government, an estimated ¥5.61 trillion (US$51.4 billion) is being invested into redeveloping areas of Tokyo and specific technologies from 2017 to 2020. Between 2015-2017, more patents were filed in Tokyo than any other city in the world, according to JLL’s Innovation Geographies report.

Tokyo-based firm NEC has developed face-recognition technology that takes only 0.3 seconds to complete.

The aim is to help speed up security screenings for over 300,000 athletes and staff expected to attend. It will be the first time such technology has been used at an Olympics.

AUTONOMOUS TAXIS ARE SET TO SHUTTLE VISITORS BETWEEN THE AIRPORT AND SPORTING VENUES

Japanese tech giant Panasonic is developing a live translation device that allows people to communicate instantly face to face, reducing the language barrier that many tourists experience in Japan.

“The Japanese government sees technologies like these as a means to create a smart city that can serve the world as an international financial hub even after the Olympics end,” says Iwanaga.

Driverless vehicles will also be part of the experience. The Japanese Government wants them to be fully functional in time for the Olympics, and commercialised for regular public use by 2022.

Japanese robotics company ZMP has started trials for an autonomous taxi service in Tokyo. The cars are being trialled between Tokyo Station to Roppongi, so they can be used for spectators and athletes at the games.

All Nippon Airways, one of Japan’s largest carriers, has also been conducting trials for a driverless bus service inside Tokyo’s Haneda Airport with aims to get the service running by 2020.

“In addition to being useful at the Olympics, the government and companies alike see autonomous systems as a solution to traffic congestion and accidents, making

Tokyo more safe, efficient and convenient,” Iwanaga says.

As part of the Olympic redevelopment, the Yaesu district on the south side of Tokyo Station – one of Japan’s busiest rail hubs – is slated for redevelopment as a National Strategic Special Zone.

The area currently has many smaller, multi-tenanted buildings. But plans are for them to be redeveloped into high-rise office towers, improving Yaesu’s international competitiveness and matching the modern Marunouchi Business District on the opposite side of Tokyo station, Iwanaga says.

“The redevelopment of the Yaesu district will enhance competitiveness and attract talent and business

HUMANOID ROBOTS WILL CARRY VISITORS' LUGGAGE AT TOKYO AIRPORT

globally, but also aims to improve connectivity to Tokyo Station,” she says.

INVESTING FOR LONG TERM Alongside the innovation buzz, investment has become a talking point for the Japanese government and investors, both foreign and domestic.

In recent months, major Japanese investors such as KDDI, Toyota and Softbank Group have been investing heavily in tech entrepreneurship and venture capital sectors to drive innovation. Furthermore, Japanese companies such as JAL and Mizuho Bank have set up their own innovation centres to drive growth in the technology sector.

Foreign investment volumes have been growing, too, with ¥28.6 trillion (US$262 billion) of direct foreign investment in 2017, an increase of ¥300 billion (US$2.75 billion) from 2016. This put the country on track to meet Prime Minister Shinzo Abe’s goal of doubling foreign direct investment to ¥35 Trillion (US$320 billion) by 2020.

“Reforms for a data-driven society are being implemented to foster greater industry-academic-government collaboration, which would generate innovation for cor41

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LIFE-SIZED GODZILLA THEME PARK

THE COMMUNICATION ROBOT PRODUCED

BY JAPAN'S DONUT ROBOTICS

porates and make the city more attractive for investors” says Iwanaga. “The hope is that the Olympics will bring about these changes even faster.”

TOKYO OLYMPICS 2020 ROBOTS Japan never ceases to amaze. Be it anime, electronics, manga, video games or any other technological advancement, it’s always one step ahead from the rest of the world! And the reason its creating the buzz this time is the Tokyo Olympics 2020 robots! The visitors and spectators of Tokyo Olympics 2020 will be guided by robots at Haneda Airport, commonly known as the Tokyo International Airport.

As per the plan there will be around seven robots which will perform activities like guiding the travelers around about their luggage and even translating languages! Call us biased but we think the ‘Fluffy Cat Mascot’ which was on show and can carry out instantaneous interpretation in four different languages is the cutest and the best one!

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TOYOTA SAYS IT WILL SUPPLY UP TO 20 SPECIALLYDESIGNED 'TOKYO 2020 VERSION' E-PALETTE VEHICLES TO SUPPORT ATHLETE MOBILITY

The tourists can speak through a furry microphone and the translation would appear on a Smart TV making the Tokyo Olympics 2020 robots experience a lot more fun!

But that is just one of the robots. There will be more which will add to the fun. Apart from that there would be another humanoid robot named ‘Cinnamon’ which will itself approach people and ask if they require anything.

Another one will be a white sleek robot named ‘Artificial Intelligence (AI)’ which will assist travelers with directions.

Apart from all of these Tokyo is also planning for a robot which will carry luggage on the airport for tourists.

Yutaka Kuratomi, manager of the corporate planning division at Japan Airport Terminal Co was quoted saying “I hope by 2020 the airport terminals will have enough robots to help people. It will be a nice surprise.” Tokyo Airport aims at foreign visitors. “We want foreign tourists to think that the Japanese people are cool when they come here.” he added. So, go and check out how cool the Japanese really are.

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MARIJA CVETKOVIĆ, PRESIDENT OF THE MUNICIPALITY OF GADŽIN HAN

BUSINESS

We Value JAPAN'S HELP The Embassy of Japan donated €228,475 to three healthcare facilities at the end of last year, including the Gadžin Han Health Centre. This valuable new donation represents great assistance to the citizens of this small, underdeveloped municipality, and also testifies to the friendship between the two countries

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hanks to a new X-ray device, our fellow citizens will not have to seek medical assistance in neighbouring cities. Diagnoses will be made faster, treatment will be more effective, and patients and doctors will be exposed to less radiation than previously, underscores the president of Gadžin Han Municipality.

but also for the medical staff working at the Gadžin Han Health Centre.

As I say, the previous device was over 40 years old, and was often not functioning due to its age and permanent failures, so our fellow citizens were forced to carry out required examinations in Niš or Leskovac. As our territory is home to a majority of elderly residents, they will no longer have to wait in queues in major cities and clinical centres, where the crowds are huge. They will now be able to carry out examinations without major commotion and while waiting in their own municipality, thanks to this donation from Japan.

The Embassy of Japan donated significant funds to the Gadžin Han Health Centre. How important is this donation to you, both as proof of the friendship and cooperation between our countries and as an aid to doctors?

- Gadžin Han is a small municipality and every form of assistance and cooperation is invaluable.

You’ve also earmarked land that will The donation of an X-ray machine to Our municipality is small and be offered to investors and are workGadžin Han Municipality is of great poorly developed, but things are ing massively to equip it in terms of importance, to the municipality, the slowly changing for the better. communal infrastructure. When can health centre and the municipality’s the first major investors be expected? population. This donation has made Quality of life is improving - Our municipality has used strategic the medical staff’s job much easier documents to envisage locations for industrial zones, but when it comes to examinations and appointments, while the nothing had been done on that issue until 2019. We had no harm caused by radiation has been reduced to a minimum. purchased land, so we were unable to launch infrastructure equipping works in order to offer locations to interested This Japanese donation means that the health centre will investors. It was in April 2019 that we initiated the purchase receive an X-ray machine that will help to detect many of land at locations where the industrial zone is envisaged diseases on time. Does this mean that patients will no and to date we’ve purchased 70 per cent of the plots. We’ve longer be sent to Niš and Leskovac? set aside funds from the budget for this year to cover - Of course the donation of an X-ray machine means a lot technical project design documentation for infrastructure to the Gadžin Han Health Centre, because it will enable toe development. After the preparation of technical documendetecting of illnesses of residents of the municipality on tation, it will be essential for us to receive help from the time. But not only that... The new X-ray machine will have state in order to fully equip the industrial zone in terms of less harmful radiation than the previous one, which was infrastructure. more than 40 years old. This isn’t only good for patients,

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BUSINESS

VLADIMIR STOJANOVIĆ, PRESIDENT OF THE MUNICIPALITY OF KUČEVO

SWIFTER DIAGNOSIS And Treatment The Kučevo Health Centre has received an ultrasound machine, an analogue mammogram screener and a device for digitalising X-ray images. This new medical equipment, with a total value of 81,900 euros, will enable more accurate diagnostics and thus the more successful treatment of patients

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will enable regular screening for malignant breast tumours among women of a certain age, as well as control of previously diagnosed diseases. Waiting times for imaging will be reduced to a minimum, which is very important for early diagnosis and continued treatment.

The ultrasound device is mainly included in diagnostic and control examinations of women and pregnant women, which was previously hindered due to the age of the existing device. Moreover, the ultrasound machine is also used to The project to improve healthcare in Serbia that’s being diagnose other conditions and diseases. The device for digiconducted by the Government of Japan also encompasses your small municipality. The donatalising analogue images has advanced Thanks to donations from the the X-ray and mammography system, tion was intended exclusively for the Kučevo Health Centre?

Embassy of Japan, the quality as images are faster, more precise and easier to read. Apart from that, this - The donation from the Government of health services at the Health donation has reduced the consumption of Japan was intended for the Kučevo Health Centre and had the aim of im- Centre has been raised to a much of film and reagents used to develop analogue recordings. proving the quality of work and diaghigher level nostics, but also the availability of This isn’t the first donation to the Kučevo Health Centre? diagnostic services to patients in our municipality. Thanks What did you previously receive from Japan? to this donation, patients from the territory of Kučevo - This was the second donation to the Kučevo Health Centre, municipality no longer have to travel to larger centres to which confirms the success of the previous project to secomplete individual examinations. cure an X-ray machine, a biochemical analyser and a water To what extent have the ultrasound machine, analogue purification device. The Embassy of Japan donated an X-ray mammogram screener and X-ray image digitalisation demachine to the Kučevo Health Centre in 2012 that is still used in diagnostics today, as well as a biochemical device vice – worth a combined total of €81,690 – raised the qualfor the needs of the laboratory and diagnostic purposes ity of health services for citizens of Kučevo? in the laboratory.

- The introduction of the analogue mammogram screener he Government of Japan will continue to provide assistance to cater for the basic needs of the population to the benefit of all citizens of Serbia, said Kučevo municipal president Vladimir Stojanović, speaking at the official presenting of the donation, adding that he hopes that the already good relations between the two countries will be even better in the future.

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VLADETA LUČIĆ, DIRECTOR OF PUC “MLADENOVAC”

BUSINESS

OUR STREETS Are Now Cleaner The Municipality of Mladenovac is one of those included in the projects of the Government of Japan to cater to the basic needs of the population (POPOS) in Serbia, and public utility company “Mladenovac” is among the public enterprises to have received significant financial assistance and support

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hanks to a refuse collection vehicle worth just over €62,000, there has been an improvement in the quality of home waste collection services and the working conditions of PUC “Mladenovac” employees working in the cleaning sector.

You don’t wait for money to be approved from the municipal, city and national budgets, but rather you strive to secure everything you need for your work by participating in various projects?

- PUC “Mladenovac” secures funds by offering services in the core business areas of the company and by participating in various projects. We are proud that we are successful in securing everything we need for our work.

You are among the municipalities to which the Government of Japan has allocated certain financial resources to assist in catering to the basic needs of the How much have you been helped population in Serbia. How did this in your work by the refuse colleccome about? Did the Municipality tion vehicle that was purchased apply, or your company? with funds from a Japanese govern- The Government of Japan secured ment donation? How important is it €62,345 for PUC “Mladenovac” as when it comes to protecting the ensupport for improving the natural vironment? environment in the Republic of Ser- The combined Iveco refuse colbia. Our company is among 12 local lection vehicle purchased from the organisations that are covered by the donation from the Government of donation project, in the total amount Japan is of manifold importance, both of 880,045 euros. We applied indepento users of our utility services and dently as a company for the project of employees of the company, all with the Government of Japan.

The total amount of Japanese the aim of protecting the environment.

I’m pleased that the ceremony to handover the donation was attended aid to Serbia since 1999 exceeds This vehicle is seven cubic metres in size and is used to collect waste in narrow

by Mr Minori Kiuchi, Japan’s deputy 508 million euros to date streets that cannot be accessed by the environment minister, and H.E. Junichi large 16-tonne trucks.

Maruyama, ambassador of Japan to the Republic of Serbia, Thanks to this vehicle, the quality of household waste who I was able to thank personally on behalf of our company disposal services has been improved, as have the working and the residents of our municipality. I also thanked the citizens conditions of employees in the cleaning sector at PUC of Japan for their donation, which contributed to improving “Mladenovac”. the city’s hygiene and better environmental protection.

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FUKUSHIMA STUDENTS

Photo: IOC/Dave Thompson

PROMOTION

FUKUSHIMA STUDENTS Promoted Reconstruction

Six inspirational students from disaster-hit areas of japan have been sampling the olympic spirit, benefiting from a cultural exchange and acquiring life-changing experience through the ‘support our kids’ programme, delivered in partnership with the ioc and the swiss embassy

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he students witnessed the magic of the Opening Ceremony of the Winter Youth Olympic Games (YOG) Lausanne 2020 and will continue their experience with a visit to the Youth Olympic Village t to participate in the athlete education activities, attend a number of events on snow and ice (and learn to ski themselves!), and serve as volunteers for a day with the Lausanne 2020 Organising Committee. On arrival in Lausanne they were welcomed at Olympic House by IOC President Thomas Bach.

The six students are aged between 14 and 17, are all active

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in sport, and hail from the three north-eastern Japanese prefectures that were hit hardest by the devastating earthquake and tsunami in 2011, which claimed 15,000 lives and left more than 500,000 people displaced. They were selected for the programme after providing compelling reasons about how they would use the experience to acquire skills to aid reconstruction efforts back home, particularly with regard to the Olympic Games Tokyo 2020.

The students are the second group to visit the Olympic Capital from Fukushima, with another group coming over for

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Photo: IOC/Dave Thompson

a similar two-week trip in April 2019. This had followed President Bach’s visit to the Japanese region in November 2018, accompanied by Japanese Prime Minister Shinzo Abe. Along with their visit to the YOG, the inspirational group have been invited to attend at least one game of baseball or softball during Tokyo 2020 at Fukushima’s Azuma Stadium. The decision to hold events there was taken by the IOC in consultation with the Japanese government and is aimed at supporting recovery in the region, while Fukushima will also stage the first leg of the Tokyo 2020 Torch Relay in July. This is another highly symbolic gesture, and one of the will be displayed in several Olympic students currently in Lausanne, Shuto The six students are aged during the Games. She has been Kumagai, will be a torchbearer. between 14 and 17, are all active venues making the most of her once-in-a-lifetime “I am very excited and honoured to in sport, and hail from the three experience in the Winter YOG host city. be a torchbearer,” says Kumagai, whose “People in Lausanne are very excited city, Rikuzentakata, was completely north-eastern Japanese about the Youth Olympic Games,” she destroyed during the tsunami. “I have prefectures that were hit tells olympic.org. “And I am very happy bewords to tell, because I experienced hardest by the devastating ing a part of this and enjoying it together. such a disaster. Sport encouraged me, and I started to believe that I can create earthquake and tsunami in 2011, I can feel the Olympic atmosphere more and more by being here in Lausanne.” the future.” which claimed 15,000 lives During the meeting with President Another of the students is Yuzuha and left more than 500,000 Bach, the students sang ‘Hana wa Saku’ Yoshida, a table tennis player from Fuku(Flowers Bloom), a song written by film shima who saw the tsunami coming people displaced director Shunji Iwai in prayer for disaster towards her but managed to escape, reconstruction, and proposed that the song be sung at Tokyo and lived in a shelter before evacuating with her family. She 2020 before matches in the Azuma Stadium. That would be just has since returned to the area and participated in the local one way that these bright, dedicated and inspiring students ‘Yumoto Onsen Project’ to promote tourism there, while she would have an impact on the Olympic Games and on recovery has also joined a project to create Olympic monuments using efforts their homeland. the materials from temporary housing in Fukushima, which

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JBAS ACTIVITIES 2019

Member To MEMBER For the Japanese Business Alliance in Serbia (JBAS), 2019 was all about our members – activities in 2019 were shaped under the slogan “member to member”.

The focus was on members getting to know each other better, in order to explore potential cooperation opportunities and create synergies among them. This led to the further growth and strengthening of our business association 29TH JANUARY 2019

of Directors (BoD) were elected: Dirk Bantel (Panasonic), Igor Brankov (Mazda), Goran Pekez (JTI) and Naoki Tsukada (Mitsubishi Corporation) were all re-elected, while Ljubica Hadžistević (NES Communications), Robert Lukić (Toyota) and Suzana Radović (Fujitsu) were elected as new members of the JBAS BoD. 28TH FEBRUARY 2019 president of the Japanese Business Alliance in Serbia.

JBAS member NST Law office, in cooperation with JBAS and CANSEE, organised a Data Protection Seminar.

The goal of the seminar was to raise awareness about this important topic, as well as to provide more information about what is brought by the new Serbian Law on Personal Data Protection.

2ND APRIL 2019

20TH FEBRUARY 2019 JBAS participated in the Japan-EU trade relations conference that was held in Belgrade, at which JBAS President Goran Pekez provided expectations and thoughts on what Serbia can expect from the EU - Japan Economic Partnership Agreement, which entered into force as of 1st February 2019.

At the V JBAS regular General Assembly session, held at the Belgrade premises of JBAS founding member JTI, seven new members of the JBAS Board 48

11TH MARCH 2019 The newly elected members of the JBAS BoD unanimously proposed and re-elected Goran Pekez, JTI Corporate Affairs and Communications Director in charge of the Adriatic region, as the

In cooperation with Foundation Ana and Vlade Divac and the National Employment Service (NES), JBAS supported the organisation of a presentation about the Active Employment Measures Programme for Employers. Member companies had an opportunity to learn more about available programmes that provide various benefits and support to potential employers, but also to receive information about the current situation on Serbia’s labour market.

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3RD APRIL 2019

23RD APRIL 2019

detailed information about our association and activities, as well as the Japanese business community in Serbia.

23RD MAY 2019

JBAS BoD member and President of the JBAS Hi-tech group, Suzana Radovic (Fujitsu), represented JBAS at Serbian Digital Week, organised within the scope of the 2nd Western Balkan Digital Summit, by participating in the panel “Global Business in the Digital Era” and sharing views on challenges and opportunities in the digital era.

8TH APRIL 2019 Representatives of JBAS members, together with H.E. Junichi Maruyama, Ambassador of Japan, visited JBAS member Yazaki Srbija in the City of Šabac.

Our hosts on this occasion were Munenori Yamada, Chairman of Yazaki Eu-

rope Limited, and Ahmed Bedewy, General Manager of Yazaki Srbija. During the visit, members had an opportunity to learn more about Yazaki, the company’s culture - with a strong commitment to corporate social responsibility - and its activities in Serbia, as the first Japanese greenfield investment in the country, but also to find out more about the company’s plans and further initiatives.

JBAS members, together with H.E. Ambassador Maruyama, visited the City of Novi Sad and JBAS member company Ninamedia. During the visit, a meeting was organised with Novi Sad Mayor Miloš Vučević and his team, with the aim of presenting our business association and learning more about the current initiatives and plans of the City, as well as discussing potential closer cooperation, followed by a visit to JBAS member Ninamedia at the NIMMA HUB. 15TH MAY 2019

JBAS participated for the second time in the organisation of an international International networking cocktail that was this time co-organised by thirteen bilateral business associations in Serbia. The reception brought together more than 300 participants, including members of the associations and representatives of the diplomatic corps.

24TH - 26TH MAY 2019

JBAS participated in a seminar dedicated to the presentation of the Western Balkan region in Dusseldorf, Germany, which was co-organised by the Japan External Trade Organisation (JETRO) - Dusseldorf and Vienna offices, and the Japanese Chamber of Commerce and Industry in Dusseldorf. The aim of the seminar was to present the business environment and opportunities in Western Balkan countries to Japanese business circles in Germany. JBAS, as the only Japanese business association in the Western Balkan region, was represented by JBAS Executive Director Danijela Čabarkapa, who provided

JBAS, together with its member companies Division Visual Solutions - DVS, Epson, NES Communications and Raiffeisen Bank, participated in the 10th Mikser Festival in Belgrade, where we had the chance to promote Japanese solutions for supporting sustainable development, which was the main topic of the festival.

4TH JUNE 2019 A seminar on incentives for investments and new employment was held in Novi Sad, organised by Vojvodina and Ser49

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H.E. Ambassador Maruyama and representatives of the Embassy of Japan, as well as the defining of future activities aimed at further enhancing cooperation between Serbia and Japan.

22ND AUGUST 2019

bian Development Agencies, JBAS, the Commercial section of the Austrian Embassy, the German-Serbian Chamber of Commerce and the Slovenian Business Club. The seminar provided more detailed information about incentives available at the regional and national level, rules related to the usage of available incentives, experiences of companies that have already utilised these incentives, as well as the current business environment.

A lecture and workshop about Japanese graphic art, Ukiyo-e (images of the floating world), created using a woodblock printing technique, organised by the Embassy of Japan with the support of JBAS member Epson and JBAS, took place at the Embassy of Japan in Belgrade. The technique was demonstrated by Ukiyo-e artisans, who travelled to Belgrade from Japan for this occasion.

7TH JUNE 2019

12TH SEPTEMBER 2019

secutive KAIZEN™ Congress. The first day of the congress gathered more than 200 participants, who had an opportunity to hear and learn more about experiences related to the implementation of kaizen in Serbia. JBAS President Goran Pekez and JBAS Executive Director Danijela Čabarkapa moderated two panel debates during the first day of the congress, with the participation of JBAS member companies Epson, Mitsubishi Corporation, NTT Data, Panasonic, Takeda and Toyota. The second day of the congress saw the organising of Gemba Walks, among others at the factory of JBAS member Panasonic in Svilajnac, where participants had an opportunity to receive first-hand information and learn more about the implementation of kaizen.

9TH AND 10TH OCTOBER 2019 JBAS members took part in the conference “Innovation - My revolution”, organised with the goal of motivating young

JBAS member Toyota Serbia organised the Toyota off-road experience for members of the JBAS Board of Directors and representatives of the Embassy of Japan in Serbia, showcasing the possibilities that Toyota’s vehicles provide in an off-road environment in the Fruška Gora National Park. The event was followed by a regular exchange of information about our work and plans with 50

In order to mark the upcoming autumn working season, JBAS organised a sushi workshop for JBAS members and friends at JBAS member Go Sushi’s new restaurant in Belgrade.

23RD AND 24TH SEPTEMBER 2019 JBAS member Kaizen Institute Serbia and JBAS co-organised the third con-

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people to be more proactive. JBAS members Mazda, NTT Data and Toyota presented the technological innovations of their companies in the automotive industry at the Rectorate of the University of Novi Sad, while Division Visual Solutions - DVS, Gecić Law and Kaizen Institute Serbia presented KAIZEN™ and how it can increase the efficiency of business activities at the Faculty of Economics in Belgrade.

Meeting event together with the American Chamber of Commerce, the Canadian-Serbian Business Association, the German-Serbian Chamber of Commerce and the Slovenian Business Club, bringing together more than fifty members and partners from five international business associations in Serbia in one place, with the goal of exploring potential cooperation opportunities.

17TH OCTOBER 2019

19TH NOVEMBER 2019 The JBAS Hi-tech group was represented by president of the group Ivan Popović (NTT Data) and JBAS BoD member Ljubica Hadžistević (NES Communications). In this way, it was once again demonstrated how JBAS can support the further improvement of innovative climate in Serbia by transferring Japanese business community knowhow and experience from both Japan and other countries where the solutions of our Hi-tech group members are being successfully implemented.

JBAS member Olaf&McAteer, supported by JBAS, held a seminar with the topic ‘Public Relations - Do we need it, and why we do?’ for its fellow JBAS members. The importance of PR was presented through relevant case studies showcasing the role of PR in the fields of crisis management, public affairs, employer branding, event management, social media channels and many more.

30TH OCTOBER 2019 JBAS co-organised a Speed Business

12TH DECEMBER 2019 JBAS members Crowe RS and Gecić Law, in cooperation with JBAS, organised a seminar for JBAS members on the topic ‘Novelties in the labour regulations - legal and tax aspects’. The seminar provided participants with more detailed information about what proposed amendments to the Law on Personal Income Tax, as well as the Draft Law on Agency Employment, will bring and how the proposed changes can influence their business.

29TH NOVEMBER 2019 JBAS and the Embassy of Japan jointly organised a business lunch with Innovations and Technological Development Minister Nenad Popović. Minister Popović used the opportunity to inform participants in greater detail about the activities, goals and upcoming plans of the Ministry, as well as about the innovation environment in Serbia.

JBAS members gathered for our end of year reception at the premises of the latest JBAS member, Hilton Belgrade. The cocktail reception provided a great opportunity for the Japanese business community in Serbia to gather, but also to summarise achievements in 2019 and share enthusiasm and expectations for the coming year.

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VENUES

NEW VENUES

For New Games

The Venue Plan for the Olympic and Paralympic Games Tokyo 2020 consists predominantly of two thematic and operational zones: the "Heritage Zone"; which houses several iconic venues used at the Tokyo 1964 Games and further sustains the enduring legacy of Tokyo 1964; and the "Tokyo Bay Zone" which serves as a model for innovative urban development and symbolises the exciting future of the city

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hese two zones expand across the city to form an ‘infinity’ symbol with the Athletes’s Village positioned at the point where the two zones intersect – at the physical and spiritual heart of the Games. The ‘infinity’ symbol embodies the boundless passion, commitment and inspiration of the world’s elite athletes, the limitless potential of future generations, and the lasting legacy that will be passed on to the people of Tokyo, Japan and the world.

The new stadium is expected to hold around 60,000 spectators, a big upgrade from the 48,000-capacity of the old one.

TOKYO AQUATICS CENTRE The second biggest discipline after athletics (in terms of the medals on offer), aquatics deserves a fitting venue. And the Tokyo Aquatics Centre looks to be just that.

This venue will include the competition pool, a sub-pool (used for warm-ups) and a diving pool. The organisers hope to hold a number of international, national, and junior level 52

TOKYO AQUATICS CENTRE

competitions after the Games, thus keeping the pool active.

Moreover, as a part of its legacy programme, the pool will be opened for public use, once the Tokyo Games wrap up.

YUNEMOSHIMA PARK The official venue for archery at the Olympics, Yunemoshima Park is in the Tokyo Bay Zone and was constructed on a former landfill site. The first among the venues completed, was the Yunemoshima Park Archery Field shaped like an archer’s bow and includes a grandstand and a warm-up area apart from the competition field. Yumenoshima Park Archery Field will be the main site for archery events at Tokyo 2020 OI HOCKEY STADIUM Located inside the Oi Central Seaside Park Sports Forest, the Oi Hockey Stadium will host hockey matches. The venue can hold up to 15,000 spectators and one can expect a full house for most of the matches.

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YUNEMOSHIMA PARK

OI HOCKEY STADIUM

MAKUHARI MESSE

MUSASHINO FOREST SPORTS PLAZA

YOKOHAMA STADIUM

CAMP ASAKA Camp Asaka is one of the outlying venues at the 2020 Summer Olympics. Located around 30km from the National Stadium, this venue for shooting events at the Tokyo Games served as the base for Japan’s Military Parade and the Japan Ground Self-Defence Force.

It is also the headquarters of the Eastern Army.

MUSASHINO FOREST SPORTS PLAZA Based in the western extremities of the Heritage Zone, the Musashino Forest Sports Plaza will host badminton and modern pentathlon at the Tokyo Games.

Musashino Forest Sports Plaza was the first permanent venue constructed for the 2020 Olympic Games. With its state of the art interior design and Tokyo 2020 accessibility guidelines, the venue is designed to be accessible for all, including the elderly, people with impairments, parents with infant strollers, and those with guide dogs. It is situated next to the Tokyo Stadium which will host football and rugby.

MAKUHARI MESSE The Makuhari Messe located on the east of the Tokyo Bay Zone is a convention centre which will witness wrestling, taekwondo, and fencing during the Olympics.

The structure exists with temporary stands, divided between the three disciplines that are to be held at this venue. While

CAMP ASAKA

RYŌGOKU KOKUGIKAN

ARIAKE GYMNASTICS CENTRE

the wrestling area will accommodate close to 8,000 people, taekwondo and fencing will see 6,000 spectators.

RYŌGOKU KOKUGIKAN The Ryōgoku Kokugikan or the Kokugikan Arena is one of the most important venues in the Heritage Zone. With a capacity of 11,098 people, boxing will be held here. Though this venue was initially constructed for sumo wrestling, the arena eventually saw a number of martial arts events along with sumo matches being held here.

YOKOHAMA STADIUM Baseball and softball are back at the Summer Olympics after 12 years and Yokohama Stadium will be the main venue for the ultimate show. While Fukushima will host some of the preliminary rounds, Yokohama will stage all the medal matches in softball and then baseball. This stadium is capable of accommodating 30,000 people during the matches.

ARIAKE GYMNASTICS CENTRE Artistic gymnastics, rhythmic gymnastics, and trampolining at Tokyo 2020 will take place at the Olympic Gymnastics Centre or Ariake Gymnastics Centre, Tokyo Bay from 25th July to 9th August. Situated right next to the Olympic Village, the gymnastics centre is one of the most easily accessible and commutable venues, ready to hold 10,000 people during the Games.

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WHERE TO STAY, EAT, AND PLAY IN TOKYO FOR THE 2020 OLYMPICS

The year 2020 may mark the beginning of a new decade, but perhaps most importantly, a new Olympic season. And while the Summer 2020 Olympics is just starting to show up on the radar of gymnastics and swimming enthusiasts around the world, Tokyo has been in preparation mode since they were announced as the host city in 2013

ICHO NAMIKI

EVERYTHING YOU NEED

To Know About Staying In Japan

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t’s not just Tokyo hosting the Olympics—it’s all of Japan, really. The farthest events, soccer and the marathon, will be 725 miles north of Tokyo in Sapporo—and baseball will be in Fukushima. Apart from those three events, the other 31 sports will happen within the region of Kanto, which encompasses Tokyo and several surrounding prefectures, the most Olympic-relevant ones being Shizuoka, Kanagawa, and Yamanashi.

In anticipation of Tokyo 2020, this guide outlines everything you need to know about the Olympic-centric neighborhoods

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of Tokyo. The Olympic venues have been classified into two zones: The Heritage Zone, which Palma classifies as central and western Tokyo, and the Tokyo Bay Zone, encompassing Odaiba and Tatsumi islands. And in terms of navigating the city, Palma can’t stress enough that public transit is the way to go, “especially during the Olympics when various roads and routes will be closed and causing major delays.”

Travelers should expect that popular neighborhoods, restaurants, and attractions will be more crowded than usual, though Tokyo has put in a lot of effort to ensure the city will

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JAPAN OLYMPIC MUSEUM

be able to handle the tourism influx. “There are monorails, underground lines, above ground train lines, trams, buses and even water buses that can zip you around Tokyo as the locals do,” said Palma. “It all seems a bit overwhelming until you arrive and realize that everything is numbered, color-coded, and labeled in English.” As for accommodations, hotels are booking up faster than you can imagine. We’ve talked to multiple Tokyo properties that have already completely booked-out through the Olympics. That’s why a neighborhood guide is critical in preparing for the games. This way, when you’re searching hotel accommodations still available, Airbnb, and VRBO, you’ll know exactly what ‘hood to hone in on.

Here are the neighborhoods in Tokyo (and the surrounding prefectures) you’ll want to eat, sleep, and hang out in during the 32nd Summer Olympics, which kicks off on July 24.

ICHO NAMIKI What to do: Walk Icho Namiki Avenue to see the ginkgo trees. Their leaves turn completely yellow in late November, but the tree-lined street makes for a good Instagram moment at any time of year. You can also visit Aoyama Cemetery, which may sound bleak, but is actually a stunning park as well, reminiscent of touring Père Lachaise in Paris or Hollywood Forever Cemetery in LA. In Gaienmae, you’re also walking distance from Omotesandō, a beautifully designed, upscale shopping district for the avid international (window) shopper.

JAPAN OLYMPIC MUSEUM Olympic happenings: Gaienmae is perhaps the prime neighborhood to stay in for the Olympics because it’s home to the Olympic stadium, which of course hosts opening and

SHINJUKU

closing ceremonies and serves as the general Tokyo 2020 epicenter. Across the street from the Olympic stadium is the Japan Olympic Museum, which just opened in September 2019 and chronicles not only Japan’s Olympic history—they hosted the Winter Olympics in Sapporo in 1972 and Nagano in 1998, and of course, a summer games in Tokyo in 1964—but also highlights Olympic contributions from around the world. The museum also includes a VR experience wherein visitors can try to swim, surf, or stick their landing like Olympians. Admission to the museum is ¥500 (€4.00) for adults and free for kids high school-aged and younger.

What to eat: Try La Coccola, a Japanese-Italian fusion restaurant—which is a big thing in Tokyo, by the way—on the second floor of a Gaien Nishi Dori (Street) building. Also worth popping into is Obanzai Hachiya, a spot that closes for the night when they’ve run out of food on their meticulously curated 10-item menu.

SHINJUKU What to do: Visit the Tokyo Metropolitan Government Building, where you can see the view from the 45th floor of the South Tower—for free. A Gothic design, the government building was done by famed Japanese architect Kenzo Tange, who also designed the Yoyogi National Gymnasium for the 1964 Olympics. Beams, a Japanese cult-following fashion brand, took up flagship residence in Shinjuku in 2016, so a pilgrimage to the six-floor institution wouldn’t be totally out of line.

TOCHO BUILDING Olympic happenings: In Shinjuku, you’ll find the Tokyo Metropolitan Gymnasium, which for the 1964 Olympics hosted 55

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TOCHO BUILDING

SHIBUYA CITY

gymnastics, water polo, and indoor swimming races. In 2020, it will host table tennis. Shinjuku is also walking distance to the Olympic Stadium and Japan Olympic Museum.

What to eat: Head to Golden Gai in Shinjuku, which was actually closed off to tourists for a long time to protect the integrity of the space. It’s essentially six streets lined with small buildings that have been turned into tiny (read: six or eight-seat) bars on the ground floor. The initial concept, which you’ll still see carried out by many Golden Gai bars, was that each institution had a theme that guests needed to be able to discuss—be it “Kill Bill” movies, Italian operas, or UK soccer teams—with whoever was pouring drinks. The food recommendation here is: Throughout Golden Gai, you’ll see signs for miso soup.

SHIBUYA CITY What to do: Really, the biggest draw of Shibuya is that it’s easy to get to some of the most famous Tokyo neighborhoods.

Harajuku, for example, falls under the Shibuya City umbrella, where Tokyo first-timers can walk the famous Takeshi Dori. Or if you want to dive right in to the best of Tokyo culture, you can hop on the metro for 15 minutes—take the Inokashira line—to 56

Shimokitazawa, arguably Tokyo’s hippest neighborhood. Head to Shimokita Garage Department, a flea market-style collection of shops, some secondhand, where beanies and chunky-knit sweaters reign. In terms of the more touristy Shibuya pastimes, the crossing outside Shibuya station is somewhat legendary, a mishmash of intersections hosting some 2.4 million pedestrians daily. In terms of must-see cultural landmarks, Meiji Shrine is in Shibuya, a Buddhist house of worship dedicated to 19th-century Emperor Meiji and his wife.

MEIJI-JINGU SHRINE Olympic happenings: Shibuya is home to Yoyogi National Gymnasium where Olympic Handball will be played.

What to eat: Start with Afuri, which serves classic ramen: no frills, no reservations. And Yamawarau is a shabu-shabu restaurant with excellent-quality ingredients with a set lunch and dinner menu option. They also have a branch in Ginza and the original restaurant is in Omotesandō.

GINZA What to do: Ginza is buzzing. They were originally going to host the Olympic marathon right through the center of Ginza until it was gently pointed out that it would be perhaps a touch too hot to run 26.2 miles on Tokyo concrete in August. Ginza is a lovely shopping area with chic culture and a great aesthetic.

There’s a Mitsukoshi in Ginza, a one-stop shopping paradise that started out selling kimonos 300 years ago. The brand is so iconic that a Mitsukoshi now exists at Epcot.

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MEIJI-JINGU SHRINE

GINZA

TOKYO BAY Olympic happenings: Ginza gets Olympic spectators fairly close to the Tokyo Bay Zone, which occupies the eastern-most part of the city. It’s where you’ll find the Tokyo Aquatics Center, Ariake Arena (volleyball), Tatsumi Water Polo Center, Shiokaze Park (beach volleyball), and Ariake Gymnastics Center, among other venues. There won’t be too many places to stay next to the actual arenas—even the Olympic Village is along the perimeter of the Tokyo Bay Zone. That’s why Ginza, just a 14-minute drive to Ariake Gymnastics Center (or 30 minutes on public transportation), is ideal.

What to eat: Reserve at Sushi Tokami, a Michelin-starred sushi restaurant from chef Hiroyuki Sato. Japan is also known for its depachika, or food halls, and one of the iconic Tokyo food halls is located within the Ginza Mitsukoshi.

OMOTESANDŌ AVNUE What to do: Possibly the poshest neighborhood in Tokyo, Omotesandō Avenue is home to some of the biggest-name flagship stores in Tokyo. If you’re an haute brand loyalist, explore your favorite brand’s Japanese presence, just to see the product differences and the store design choices. Even if you’re not there to shop, not going to Omotesandō is like not going to the Champs-Élysées even when you’re staying right by Place de la Concorde; it’s a tree-lined street with memorable architecture, not to mention a global cultural fixture.

Olympic happenings: Omotesandō is located under Shinjuku, east of Shibuya. So in terms of proximity to Olympic hubs, it’s

TOKYO BAY

providing roughly the same relevance as Shibuya, though it gets you slightly closer to the events by the water and slightly farther from spending your days shopping in Shimokitazawa.

What to eat: Niigata Shokurakuen, located in a Japanese house, or kominka, serves dishes with flavors and ingredients from Niigata, like their highly recommended Surume Ika Suruten, a type of shredded squid tempura. You can also try the Mediterranean fare at Omotesandō Bacchus, with a terrace overlooking the neighborhood.

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OMOTESANDŌ AVENUE

Japan Airlines Is Giving Away 50,000 Free Round-trip Flights to Celebrate the 2020 Olympics In an effort to diversify tourism during the Tokyo 2020 Olympics, Japan Airlines is giving away trips to lesser-visited cities. Overlapping with the date...

ENOSHIMA, KANAGAWA PREFECTURE What to do: Cruise around Enoshima Island to see the Sea Candle (a lighthouse on the island) and the hidden caves of Enoshima. On the island, you can visit Enoshima Shrine, a Shinto shrine with a famous blue steel Torii-gate, and walk the main street, Nakamise Dori.

Olympic happenings: Enoshima Yacht Harbor will be used as the venue for 2020 Olympic Sailing—and the whole harbor space was built for the 1964 Olympics. Spectators can come to the harbor to watch the sailboats depart for the Olympic races.

Where to stay: After spending the day in Enoshima, take the Odakyu Railway to Hakone, a famed hot spring town and popular weekend getaway from Tokyo. Ride-sharing is less of an option in Japan, though you can also hire a taxi or rent a car to drive to Hakone—it’s about 30 minutes by car. In Hakone, stay at Ashinoko Hanaori, which has both indoor and open-air onsens (hot spring baths) overlooking Lake Ashi, and well-prepared, authentic meals on property.

What to eat: For authentic domburi (rice bowls), visit Enoshima Kota, which has been winning awards since 2014. The two most popular bowls are Makanai-don and Horohoro-don.

The former has raw seafood mixed with miso and wasabi, the latter, grilled salmon and soy sauce. Both come with a huge piece of seaweed, soup, and pickles on the side. Enoshima Kota also uses organically grown rice—and the restaurant actually displays photos of all their main suppliers at the entrance of the restaurant.

How to get there: Take the JR (Japan Railways) Tokaido line from Tokyo station or the JR Shonan-Shinjuku line 58

from Shinjuku station to Fujisawa station. At Fujisawa, you’ll transfer to the Odakyu Railway for Enoshima. It takes about an hour and a half on public transport or is an hour’s drive from Tokyo.

OYAMA, SHIZUOKA PREFECTURE What to do: Visit the town of Shuzenji, which centers around the Shuzenji Temple and is home to a beautiful bamboo forest, quintessential red-painted bridges, and a babbling brook running through the town. An onsen (hot spring) town, there are outdoor public foot baths scattered throughout Shuzenji center that you can stop to dip your feet into.

Olympic happenings: Fuji International Speedway is in Oyama, which will host the finish line of the cycling road race.

Where to stay: For those who’d like to stay in Shuzenji, Asaba is a serene Relais & Chateau property right in town. Asaba has picturesque pond or garden-view rooms and a stage that hosts traditional Japanese “Noh” performances.

What to eat: Onidaiko, a restaurant in a 200-year-old traditional Japanese house that the owner physically moved from a different prefecture. The restaurant is close to Fuji Speedway, with some of the best soba-noodle soup and tempura you’ll find on your trip.

How to get there: The Shinkansen (bullet train) that runs from Tokyo to Aomori stops in Oyama. There’s also an express JR Odoriko train that runs from Tokyo to Shuzenji.

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LAKE YAMANAKA, FUJI, YAMANASHI PREFECTURE

LAKE YAMANAKA, FUJI, YAMANASHI PREFECTURE What to do: To see Mount Fuji up close is a highly coveted experience in Japan. There are five lakes at the base on Mount Fuji, the largest being Yamanaka, offering a head-on view of the mountain. Rent a bike and pedal around any one of the five lakes. Yamanaka is often the most popular, though with the Olympic cyclists competing around that lake, Kawaguchi may be a better bet for cycling.

Olympic happenings: Lake Yamanaka is part of the Olympic cycling course. While the race will conclude at Fuji Speedway, it will trace the perimeter of the lake.

HOSHINOYA FUJI Hoshinoya Fuji, a luxurious glamping retreat in full view

of Mount Fuji, set along Lake Kawaguchi. Each room has a mountain-facing patio with a fireplace—where a gourmet breakfast will be served to you. The property also has a Cloud Terrace high up in the middle of the trees where you can roast marshmallows or sip coffee by the fire.

What to eat: Have a traditional Yamanashi Prefecture meal at Houtou Fudou. They serve a hoto noodle soup—miso-based broth, flat white noodles, and vegetables. At HOSHINOYA Fuji, you can also dine al fresco on local deer or boar at Forest Kitchen—and if it gets chilly, HOSHINOYA will even provide down coats.

How to get there: You can take the JR Chuo Line from Shinjuku Station to Otsuki Station, where you’ll transfer to the Fujikyu Railway Line and head to Kawaguchiko Station.

Whether you stay in Tokyo until the Olympic closing ceremonies on August 9, or you opt to visit Tokyo’s surrounding prefectures after catching the gymnastics all-around final, the opportunity for adventure in Japan is endless. Japan was named Travel+Leisure’s 2018 destination of the year because of its vibrant cities, tucked-away cultural enclaves, and of course, the country’s captivating natural beauty. All of this and more will be on full display heading into the Tokyo 2020 Olympics.

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