Japan 2025

SPECIAL EDITION 2025

JAPAN

Bridges that Build the Future

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Contents 06 B RIDGES THAT

18 A LEKSANDAR

BUILD THE FUTURE

MOMČILOVIĆ

Sales and Service Manager at Daikin Serbia (Heating & Cooling Expert) Trust Built on Expertise

COMMENT

08 H .E. MR.

AKIRA IMAMURA

mbassador A of Japan to Serbia A Glimpse Into the Future

14 G ORAN PEKEZ President of the Japanese Business Alliance in Serbia Deepening Ties Between Our Two Countries

20 O LIVER LEPORI Executive Director, Japanese Business Alliance in Serbia Serbia - Future SEE Strategic Hub

22 J BAS 2024 KEY ACTIVITIES

12 Y ASUNARI

MIYAUCHI

JETRO Budapest General Director Breakthrough in Bilateral Cooperation

16 K ATHRINE

DECORZANT

General Manager, JTI Adriatica Benchmark for Success

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Japan 2025 24 E XPO 2025 OSAKA Osaka’s World of Ideas

28 H IBAKUSHA’S

VOICE ECHOES IN OSLO

30 R OBOTS

COMBATTING LONELINESS

cordmagazine.com

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COMMENT

Bridges that Build the Future

By building on existing bilateral ties and exploring new avenues of collaboration, Japan and Serbia are paving the way to future partnerships and positioning Serbia as a strategic hub for Japanese investment in Southeast Europe

he partnership between Serbia and Japan has evolved into a multifaceted relationship, characterised by strong political dialogue, economic cooperation, cultural exchange and a shared commitment to innovation and sustainability. Both countries have demonstrated a proactive approach to fostering their bilateral ties, leveraging their respective strengths and addressing common challenges through strategic collaboration.

Serbia’s strategic location, skilled workforce and designation as a “long-term friendly country” make it an attractive destination for Japanese investors. And Japanese investment in Serbia has grown significantly over recent years, with 15 Japanese-owned factories already operational and more investors expressing interest.

The Osaka Expo 2025, themed “Designing Future Society for Our Lives” and set to become a global platform for innovation and collaboration, offers a new opportunity to nurture existing ties.

With participation from 161 countries, including Serbia, this event aims to explore solutions to global challenges through advanced technologies, cultural exchange and shared visions for the future.

For Serbia, Expo 2025 presents a unique opportunity to enhance its visibility on the global stage. The Serbian Pavilion will focus on strategic sectors such as smart cities, energy efficiency, healthcare and advanced manufacturing, all of which are important for Japanese businesses and beyond.

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Likewise, Japan has shown significant interest in Expo 2027 in Belgrade. This event will enable Japanese companies to deepen their engagement in Serbia through joint ventures, technology transfers and long-term partnerships.

People-to-people exchanges, supported by the Japanese Business Alliance in Serbia (JBAS), JETRO, and JICA, aim to strengthen bilateral ties and position Serbia as a strategic hub for Japanese investment in Southeast Europe. The 2024 visit of 100 Japanese investors highlights Serbia’s potential to create new opportunities for partnerships. These investments extend beyond economic growth, aiming to foster regional development, sustainability, and innovation – values shared by both nations.

Japan’s Society 5.0 initiative, launched in Serbia by JBAS, underscores the potential for cooperation in digitalisation, green technologies and innovation. Japanese companies have demonstrated their commitment to Serbia’s green transition through projects such as the Vinča Energy-from-Waste Plant and Toyo Tire’s solar power plant, both of which reduce carbon emissions significantly and support Serbia’s environmental goals.

Key agreements, such as the Protection of Mutual Investments and the Bistrica RHP cooperation, will further solidify Serbia’s reputation as a reliable partner to Japanese investors by ensuring a secure and stable framework cordmagazine.com

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INTERVIEW | H.E. AKIRA IMAMURA AMBASSADOR OF JAPAN TO SERBIA

A Glimpse Into the Future Under the main theme of “Designing Future Society for Our Lives”, the Japanese World exhibition will present the diversity of life, the existence of life in connection with other lives, and the fact that life exists in a cycle of destruction and regeneration ~ Akira Imamura

By Ljubica Gojgić

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ilateral relations between Japan and

Serbia continued to strengthen in 2024, thanks to a strategy that Ambassador Akira Imamura describes as “people-to-people exchange”. Apart from the holding of significant meetings at a high political level, the two countries are also strengthening their economic cooperation. Interest in investing in Serbia is on the rise among Japanese companies, which in Serbia have found “a

favourable investment environment, cost competitiveness, excellent human resources and strong government support”. Speaking in this interview for CorD Magazine, Ambassador Imamura explains his personal belief that “the increase in investment by Japanese companies is also related to the nearshoring that is taking place, where companies are producing closer to the EU market in order to avoid supply chain risks.”

JAPAN 2025

Your Excellency, the Japanese city of Osaka will host World Expo 2025 from April to October next year. What lies behind its central theme: “Designing Future Society for Our Lives”? What is the significance of holding this event in Osaka, and Japan as a whole?

— Expo 2025 Osaka, Kansai, Japan, will be a place where you can experience in advance the kind of future society that will emerge as we pursue the UN’s Sustainable Development Goals. It should become a platform for jointly creating the future with the 161 participating countries, including Serbia. Under the main theme of “Designing Future Society for Our Lives”, this Japanese exposition will present the diversity of life, the existence of life in connection with other lives, and the fact that life exists in a cycle of destruction and regeneration. This is actually a traditional way of thinking in Japan, and we hope it will evoke a sense of empathy among people around the world.

When it comes to Japan-Serbia bilateral relations, could it be said that they were enhanced even further in 2024 thanks to the first visit of a Japanese foreign minister to Serbia in five years?

— Last year was a year of increased people-to-people exchange between our two countries. It was particularly significant that then Foreign Minister Yoko Kamikawa visited Serbia and held the first foreign ministerial meeting in five years with Serbian Foreign Minister Marko Đurić, as the international order was facing severe challenges.

During that meeting, the ministers held a frank discussion on the development of bilateral relations, stability in the Western Balkans, as well as cooperation in maintaining and strengthening the international order based on the rule of law. Minister Kamikawa stated that, in order for the Western Balkan region, which has experienced numerous conflicts, to continue to develop strongly and enjoy peace and stability in the future, it is important to further promote regional cooperation, as well as EU integration. With this in mind, she also conveyed to Minister Đurić that Japan is promoting the two pillars of the “Western Balkans Cooperation Initiative”, i.e., support for socioeconomic reforms that advance EU accession, and reconciliation and accommodation efforts around the region.

The media reported with great interest that the head of Japan’s diplomacy also visited Pristina, the first visit since Japan’s decision to recognise Kosovo’s unilateral declaration of independence. Does this signal a new phase of Japan’s engagement in the region? cordmagazine.com

KOSOVO We solicit all parties to refrain from any actions that could lead to further tension and escalation. It is ordinary people who suffer from the consequences of such actions

INVESTMENTS Of late, we are witnessing a new move by some Japanese companies to build a supply chain in Serbia between themselves

CONCERN We are seriously concerned about the development of nuclear and missile activities by North Korea and its military cooperation with Russia

— Regarding the Kosovo issue, Japan has been supporting a solution through the Belgrade-Pristina Dialogue mediated by the EU. Progress in this dialogue on the normalisation of relations between the two sides is the key to progressing on the “Path to Europe” for both sides, and to this end it is important that the parties concerned work properly, and in good faith, to fulfil their respective obligations, including the establishment of the Community of Serb majority Municipalities in Kosovo.

Last July, Minister Kamikawa became the first Japanese foreign minister to visit Kosovo after Serbia, in order to demonstrate Japan’s renewed commitment to help seek reconciliation among the parties. She conveyed Japan’s thinking directly to the Kosovo side and expressed strong expectations of the Kosovo government’s leadership in this regard.

However, Japan remains concerned about the situation on the ground. Fomenting distrust is not a constructive approach. We solicit all parties to refrain from any actions that could lead to further tension and escalation. It is ordinary people who suffer from the consequences of such actions.

Japan and Serbia entered the new year with a bilateral Investment Protection Agreement, which the two countries agreed to start negotiating last year. What is the significance of this agreement when it comes to economic exchanges between the two countries?

— Investments in Serbia by Japanese companies have been increasing in recent years, particularly in the automotive sector. This is because Japanese companies appreciate Serbia’s favourable investment environment, cost competitiveness, excellent human resources and strong government support. I believe that the increase in investment by Japanese companies is also related to the nearshoring that is taking place, where companies are producing closer to the EU market in order to avoid supply chain risks. Of late, we are witnessing a new move by some Japanese companies to build a supply chain in Serbia between themselves. This will send a positive message to other Japanese companies that are considering coming to Serbia. In light of these developments, the two countries agreed at last year’s meeting of their respective foreign ministers to launch negotiations on a bilateral investment treaty. If concluded, it is expected to further promote investment through the protection of investors’ rights.

The first facility in Serbia to use waste to generate electricity was opened in Vinča, near Belgrade, in late 2024, creating company Beo Čista Energija that was co-founded by Japanese firm Itochu. Are you satisfied with what you saw at 09

BEAUTY IN THE DELICATE CHANGES OF NATURE Your Excellency, the exhibition Flowers and Birds: Four Seasons in Japan, staged at Belgrade’s Madeleine Palace of Art, showcased paintings from your personal collection, including works created in the Nihonga style depicting flowers and birds on silk and Washi paper. How did the public respond to the exhibition, and what impact do you hope it will have on their understanding of Japanese culture?

The word “nihonga” literally means “Japanese painting” and refers to paintings using traditional Japanese techniques.

Nihonga artists have found beauty in the delicate changes of nature that occur with the change of seasons. They also used a technique that evoked the viewer’s imagination by leaving certain areas in the painting where nothing was depicted (yohaku). There were over 100 visitors on the first day of the exhibition, which showed that there is a high level of interest in traditional Japanese art. I am very happy that they were able to deepen their understanding of the Japanese aesthetic sense that places importance on seasonal changes, and to experience the sense of space created by yohaku.

the opening? What should we expect over the next two decades of this partnership?

— This Japan-French joint project contributes to environmental protection and the transition to a green economy in Serbia – not only by controlling the huge landfill of Belgrade’s household waste, but also by providing citizens with electricity and heat produced by the waste. With this unique feature, BCE (Beo Čista Energija) has set a new standard for this region and beyond in many areas. However, growth and urbanisation continue to pose complex challenges to waste management. With Japan’s eco-friendly technology and management knowhow, backed by our traditional “mottainai”, or too good to waste, attitude, I hope that we will be able to contribute further, together with our partners, to achieving

Minister Yoko Kamikawa visited Serbia and held the first foreign ministerial meeting in five years with Serbian Foreign Minister Marko Đurić, as the international order was facing severe challenges our common goal of a circular economy in Serbia. The Embassy is ready to facilitate this partnership as we move to the next step.

This year marks seven years since former Japanese Prime Minister Shinzo Abe launched the “Western Balkans Initiative”, which promotes reforms in Serbia and encourages regional cooperation across the Western Balkans. What could you say about its impact?

— Seven years have passed since Prime Minister Abe announced this initiative, and the effectiveness of its two pillars has not changed. At the same time, we need to update our cooperation policy in line with Serbia’s economic development and progress in regional cooperation among the Western Balkan countries, and we hope to revise the poli10

cy for the next few years in the near future. With regard to the first pillar – cooperation in the area of innovation, including support for start-ups – transition to a green economy and support for decarbonisation will become increasingly important in promoting structural reforms in Serbia, which has become a middle-income country. As for the second pillar – the promotion of regional cooperation – we would like to focus on the tourism sector and on balanced development through cooperation among local governments.

The end of 2024 was marked by new instabilities in Japan’s neighbourhood. Apart from longstanding tensions with North Korea, the region was also rocked by the abrupt change of government in South Korea. How do you see future developments on the Korean Peninsula?

— The security environment surrounding Japan has become most severe and complicated in the postwar period. In addition to the situation in the East China Sea and South China Sea, the question of peace and stability in the Taiwan Strait, and increased military activities by neighbouring countries, we are seriously concerned about the development of nuclear and missile activities by North Korea and its military cooperation with Russia.

The issue of the abduction of Japanese citizens

by North Korea remains unresolved. Japanese Foreign Minister Takeshi Iwaya shared these concerns with his South Korean counterpart in January and the two ministers confirmed that, under the current strategic environment, the importance of bilateral relations remains unchanged.

They reaffirmed their commitment to continue to work closely together bilaterally, as well as under the Japan-U.S.-ROK (Republic of Korea) framework. During Minister Iwaya’s meeting with new U.S. Secretary of State Marco Rubio in the same month, the two ministers also agreed to work together to continue elevating the Japan-U.S. Alliance to new heights in order to realise a free and open Indo-Pacific.

JAPAN 2025

Milutina Milankovica 1a, 11070 Beograd, Serbia

Tel: 381-11-664-1020

INTERVIEW | YASUNARI MIYAUCHI JETRO BUDAPEST GENERAL DIRECTOR

Breakthrough in Bilateral Cooperation Growing business exchanges between Serbia and Japan, particularly in the energy, IT and environmental sectors, present significant opportunities for cooperation and new investments

ast year saw significant efforts to strengthen economic ties between Serbia and Japan. Here we discuss the long-term opportunities arising from recent business exchanges with JETRO Budapest General Director Yasunari Miyauchi.

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How would you summarise the success achieved during your recent visit to Serbia, 12

and what are the next steps you expect to follow up on?

— We were able to send a delegation of 70 companies, about 100 people, to Serbia last year. The most important result was that we were able to see the investment environment in Serbia with our own eyes and to talk with local businesspeople to find out the possibilities of business exchanges between our two JAPAN 2025

countries. It was also a great benefit for us to learn about the activities of the many start-up companies that are active in Serbia. We are truly grateful to the Serbian president and other high-level government officials who actively engaged in dialogue with us and welcomed Japanese companies nationwide, including by operating charter flights.

Through the delegation’s dispatch, for example, some of the participating companies were so assured by the visit that they’ve begun working in earnest to set up manufacturing bases. There are also companies considering collaborations with Serbian start-up companies. Still others are working to promote energy and environment-related equipment in order to solve local social issues. As the next step, we hope that these Japanese companies will make steady progress in their respective businesses, while we will continue to support them in any way possible.

To what extent are Japanese companies currently leveraging the capacities of the Serbian IT sector and the country’s skilled workforce and competitive labour costs?

— Several Japanese companies have established new manufacturing facilities in Serbia over the past few years and are utilising skilled local workers in their production activities.

When these companies established their operations in Serbia, they compared investment costs with other countries and ultimately evaluated labour costs in Serbia as being competitive. Competitive labour costs in the Balkans, including Serbia, have been attracting attention in recent years, due to inflation across Europe.

We also had an opportunity to visit the Novi Sad Science & Technology Park, which confirmed that it is producing very talented IT professionals. We were also able to confirm that some Japanese companies are already developing their business by utilising these IT talents. These excellent IT human resources are one of Serbia’s strengths and we can expect further cooperation with Japanese companies in the future.

The Japanese business delegation that visited Serbia last year included representatives of companies from the sectors of IT and digitalisation, energy and environmental protection, as well as other industries. In which of these areas have you identified the greatest potential for cooperation?

— In the fields of energy and environmental protection, even after sending delegations, severcordmagazine.com

al of the participating Japanese companies are exploring the possibility of business exchanges, and we are supporting them continuously.

It may be possible to solve social issues confronting Serbia with the technical capabilities of Japanese companies. We may also be able to utilise the capital of Japanese companies to launch new projects in Serbia. Potential exists for business cooperation between our two countries in this area.

OPPORTUNITY EXPO 2025 Osaka will present an excellent opportunity to showcase Serbia to the Japanese public and business community

POSSIBILITIES One of the main issues for improving the bilateral trade balance is the further diffusion of products that take advantage of Japan’s technological capabilities in Serbia

RESOURCES Excellent IT human resources are one of Serbia’s strengths and we can expect further cooperation with Japanese companies in the future

What does EXPO 2025 Osaka mean for improving trade opportunities between Serbia and Japan?

— This is an excellent opportunity to make Serbia a country that’s known to the Japanese public and business community. Specifically, the Belgrade Expo will be held in 2027 and is likely to attract attention to Serbia. This opportunity can be used to increase the brand value of Serbia’s exports and services in Japan.

In addition, the Expo is an opportunity to promote Serbia’s products and services directly to Japanese businesspeople. Japanese buyers and traders are expected to visit the Expo, which may lead to entering new markets or in-

Several Japanese companies are exploring business exchanges in the fields of energy and environmental protection creasing market share on existing markets. We should take advantage of this opportunity to greatly expand trade between the two countries.

What do you see as the major challenges to improving the trade balance between Serbia and Japan?

— Japan’s trade balance with Serbia recorded a deficit of around 46.59 billion yen in 2023. Japan exports to Serbia rubber products, pharmaceuticals, textile yarn etc. while it imports cigarettes, clothing, fruits and vegetables etc. Japan has been importing more than it exports, and the deficit has been increasing, but improvement was seen in 2022.

One of the main issues for improving the trade balance is the further diffusion of products that take advantage of Japan’s technological capabilities in Serbia. We need to further increase business exchanges with each other and identify business opportunities.

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INTERVIEW | GORAN PEKEZ

PRESIDENT OF THE JAPANESE BUSINESS ALLIANCE IN SERBIA

Deepening Ties Between Our Two Countries Serbia’s location, skilled workforce and “long-term friendly” status all serve to attract Japanese investment, while the finalising of agreements on mutual investment protection and energy cooperation will enhance investor confidence here are currently 15 Japanese-owned factories operating in a wide range of sectors in Serbia, while several other potential investors are inquiring. JBAS President Goran Pekez believes that the growing interest in Serbia among Japanese companies presents an excellent opportunity to deepen bilateral trade through carefully crafted agreements that promote long-term collaboration. “Serbia’s strategic location, skilled workforce and official classification as a “long-term friendly country” have already positioned it as an attractive destination for Japanese investment,” explains Pekez. “To build on this momentum, finalising key agreements like the Protection of Mutual Investments and the Bistrica RHP cooperation agreement will provide Japanese companies with a secure framework for operations and thus encourage further investment.”

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What are the other avenues for increasing this cooperation?

— The upcoming 2025 Osaka World Expo and 2027 Belgrade Expo will serve as crucial platforms to strengthen existing ties. By aligning with Japan’s Society 5.0 vision – focused on innovation, digitalisation and sustainability – Serbia can position itself as a reliable partner to Japanese industries. These events provide opportunities to highlight Serbia’s capabilities and establish trade agreements in strategic sectors like renewable energy, artificial intelligence, smart cities and advanced manufacturing.

Finally, global trends like friendshoring – where international corporations focus increasingly on their supply chain networks in countries considered political and economic allies – make Serbia an ideal partner for Japanese companies seeking stable and reliable investment locations. With shared challenges like population ageing and the transition to sustainable economies, trade agreements could focus on addressing these issues through joint ventures, technology transfers and enhanced market access. By fostering this mutual alignment, Serbia can support the long-term pres14

JAPAN 2025

ence of Japanese companies while strengthening bilateral trade relations.

learn, collaborate and grow alongside one of the world’s leading economies.

What is the Serbian economy’s interest in EXPO 2025 and in which areas can Serbian companies expect your help?

— Expo 2025 offers Serbian companies unparalleled access to the latest technologies, innovations and global trends. From April to October, this event will feature several thematic weeks, each highlighting a specific area of innovation. In collaboration with relevant institutions of the Serbian government, we’ve agreed to focus particular attention on the following sectors: Smart cities and advanced mobility, Healthcare, Food, Smart Factories, Energy efficiency and Green Tech, Science and Education, Infrastructure and Disaster Management.

Serbian companies can count on comprehensive support from JBAS in preparing for and organising their Expo 2025 participation by structuring the agenda for their visit to Osaka and facilitating communication with Japanese counterparts.

With the visit of representatives of 100 Japanese investors to Serbia in 2024, you sparked new interest in economic cooperation with Serbia among Japanese companies. What should be the next step to truly expect new investments?

— The 2024 visit of the delegation of Japanese institutions and companies to Serbia marked the largest economic delegation ever hosted in the country, serving as a testament to the advancement of bilateral cooperation and Japan’s growing interest in Serbia. This shows the great potential for deepening economic ties and fostering new investments.

To ensure this interest is translated into tangible opportunities, the next steps should require a well-coordinated follow-up. One effective approach ideally could be organising a reciprocal visit by a Serbian economic delegation to Japan, which would allow us to present Serbia’s investment potential directly to Japanese companies. Additionally, hosting an investment conference could provide a platform to showcase Serbia’s strategic sectors, such as renewable energy, advanced manufacturing, and digital technologies, while facilitating direct dialogue between Serbian and Japanese businesses.

Such initiatives, supported by JBAS and other key stakeholders, would not only strengthen mutual trust, but also create an environment conducive to long-term partnerships, ultimately paving the way for new Japanese investments in Serbia.

Is your association simultaneously promoting EXPO 2027 in Serbia; is this event of interest to Japanese companies?

— Thanks to the exceptional bilateral relations between Serbia and Japan, Japan was one of the first countries to express an interest in participating in Expo 2027 Belgrade. This reflects the strength of

We are committed to ensuring that Japanese companies’ activities here are both successful and impactful our partnership and the mutual interest in fostering collaboration on innovative solutions to global challenges.

JBAS is actively supporting processes related to the development of bilateral economic cooperation, including facilitating communication between relevant stakeholders in Serbia and Japan. We are committed to ensuring that Japanese companies’ activities here will be both successful and impactful, highlighting opportunities for further collaboration in areas such as technological development, renewable energy, healthcare and infrastructure.

Both events are expected to deepen ties between our two countries, and to serve as platforms to showcase Japan’s cutting-edge innovations while creating opportunities for Serbian companies to cordmagazine.com

COOPERATION The upcoming 2025 Osaka World Expo and 2027 Belgrade Expo will serve as crucial platforms to strengthen business ties between Japan and Serbia

FRIENDSHORING Global trends like friendshoring position Serbia as an ideal partner for Japanese companies seeking stable and reliable investment opportunities

SUPPORT Serbian companies can count on comprehensive support from JBAS in preparing for and organising their participation at Expo 2025 in Osaka

What would you highlight as good practices that Japanese companies have brought to our nation?

— To name a few examples, I would point out the commitment to renewable energy and the optimisation of large industrial systems that Japanese companies have brought to our community. For instance, Toyo Tire’s new solar power plant, “Taiyo”, is expected to reduce CO2 emissions by 200,000 tonnes. Another memorable project, the Vinča Energy-from-Waste Plant, is predicted to cut CO2 emissions by 210,000 tonnes annually. Moreover, Japan Tobacco’s extensive investments in gas-powered curing barns has reformed the sector’s ecological footprint. In the energy sector, the flue gas desulphurisation plant at the Nikola Tesla A thermal power plant reduced sulphur dioxide emissions by as much as thirty times, with the same technology currently being implemented at Nikola Tesla B. The RHE Bistrica project, planned for completion by 2031, represents another major initiative, focused on sustainable hydropower solutions. These projects are supported by Japanese companies, which are working to help Serbia’s green transition through renewable energy and sustainable solutions.

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INTERVIEW | KATHRINE DECORZANT GENERAL MANAGER, JTI ADRIATICA

Benchmark for Success JTI represents one of the largest Japanese investments in Serbia and the country’s leading tobacco company, which has been recognised as a Top Employer for the 10th consecutive year

ince arriving in Serbia in 2006, through the acquisition of Tobacco Industry Senta, JTI has invested more than 220 million euros, quadrupled its workforce from 84 to 350 employees, and increased its market share significantly.

JTI Adriatica now has a new general manager – Kathrine Decorzant – with whom we discussed current results, trends, the company’s new investment cycle, the Kaizen philosophy, Integrated Work System challenges and plans for the period ahead.

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It was on the first day of this year that you became the first woman to take on the role of JTI general manager for the Western Balkans. Congratulations!

This is a significant achievement in itself – leading such a large company, in a predominantly male-dominated industry.

— Thank you! I am excited to take on this new role and to embrace the opportuni-

Global demand is growing for products that combine technology, quality and a better overall user experience, and we are proud to meet those expectations with Ploom 16

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JAPAN 2025

ties it brings. The Adriatica cluster has an excellent reputation within JTI for its strong, motivated and results-driven team, which I’ve already experienced firsthand. The dynamic and collaborative atmosphere here is truly inspiring and that’s one of the main reasons why JTI Serbia has been recognised as a Top Employer for the 10th year in a row.

This isn’t just an award – it’s a tribute to our employees, their passion, dedication and relentless drive, which set us apart as a true, decade-long, employer of choice.

I’ve also heard wonderful things about Serbia, and moving to Belgrade has been an exciting adventure. I am looking forward to exploring the city, its culture and cuisine; to following in the footsteps of my predecessors, who all have fond memories of their time here.

As for working in a predominantly male environment, I believe that diverse teams – in terms of gender, age and nationality – are vital for success and key to driving innovation and progress.

ly introduced the Integrated Work System at your Senta factory. Could you tell us more about it?

— The Integrated Work System (IWS) is one of the best methodologies that will help us optimise production and eliminate losses. By continuing the implementation of the Kaizen philosophy and IWS, the JTI factory will work further to enhance employee engagement and development, as well as improving processes. The Kaizen philosophy and IWS methodology create a culture of collaboration and innovation, enabling us to adapt, grow and thrive in a dynamic environment.

JTI launched a superior and innovative option last year, in the form of the Ploom tobacco heating device. What has been the user response? Are smokers increasingly seeking alternatives to traditional cigarettes?

— JTI, as one of the largest Japanese investments and the leading tobacco company in Serbia, has launched Ploom – the most advanced tobacco heating device, featuring the innovative and unique HeatFlow technology perfected in Japan. The launch of the Ploom tobacco heating device has been met with very positive feedback among consumers. Smokers are indeed increasingly seeking alternatives to traditional cigarettes, and Ploom offers a modern, innovative solution that aligns with their preferences for a less harmful and more convenient experience. Global demand is growing for products that combine technology, quality and a better overall user experience, and we are proud to meet those expectations with Ploom.

We plan to invest around 20 million euros in the renewal of production lines, bringing the total investment for the 2022-2027 period to approximately 70 million euros

Almost all Japanese companies that achieve outstanding results in terms of quality and efficiency follow the Kaizen philosophy, while you recentcordmagazine.com

We have just left behind a very dry year.

How have the unfavourable weather conditions impacted the yield, quality and purchase price of tobacco? How is your company addressing climate challenges?

— Last year brought significant challenges for tobacco growers due to

drought and high temperatures. However, through close collaboration with our farmers, and with the use of irrigation systems, we achieved solid results.

We increased our irrigated land by 5% over the last year, covering 41% of our contracted fields. As Serbia’s largest tobacco producer and the only international company that purchases domestic tobacco, JTI has contracted over 2,300 hectares for cultivation this year. We ensure strict control over the growing process, offering secure sales, competitive prices and reliable support to around 3,000 farmers, seasonal workers and their families. Our farmers consistently

achieve 40% higher yields compared to others in Serbia, thanks to that comprehensive support.

Your five-year investment cycle, worth 51 million dollars, will conclude in 2027. What will the JTI Serbia system look like at that time?

— We launched this investment cycle three years ago, focused on modernising our production capabilities. A key investment has been the installation of a new production line. We additionally completed the construction of two new warehouses last year. We also established a new manufacturing development centre, where we are working with suppliers to develop innovative machines designed to improve production efficiency and adaptability. Looking ahead, by 2027 we plan to invest around 20 million euros in the renewal of production lines, bringing the total investment for the 2022-2027 period to approximately 70 million euros.

Serbia leads the region when it comes to the influx of Japanese investments, which carry added value that far exceeds the significance of the initial investment amounts. What is the particular significance of these investments?

— Japanese investments play a very important role in Serbia’s economic development. This isn’t just about capital inflow, but also encompasses the introducing of advanced technology, corporate ethics and a unique business culture rooted in corporate social responsibility.

Since arriving in Serbia in 2006, through the acquisition of Tobacco Industry Senta, JTI has set a benchmark for success. With more than 220 million euros invested to date, the company has quadrupled its workforce from 84 to 350 employees and increased its market share significantly, such that it now leads the cigarette category in Serbia. JTI’s achievements serve as an inspiration for others to consider Serbia as a promising investment destination.

We actively promote Serbia as an attractive investment hub for Japanese companies. Through the Japanese Business Alliance in Serbia (JBAS), and the Serbian-Japanese Business Club in Tokyo, we work to attract new investors and facilitate dialogue between the Serbian Government and existing investors.

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INTERVIEW | ALEKSANDAR MOMČILOVIĆ S ALES AND SERVICE MANAGER AT DAIKIN SERBIA (HEATING & COOLING EXPERT)

Trust Built on Expertise

Daikin has introduced many global “firsts” and patented technologies that have become indispensable in modern air conditioners and heat pumps ~ says Diakin Serbia’s Aleksandar Momčilović

aikin devices have epitomised innovation in the heating, cooling and air conditioning industries for over a century.

How has the company achieved this; and what – beyond pioneering technologies, innovation, and a focus on eco-friendly solutions – makes it an industry leader? We sought answers to these and other questions from Daikin Serbia Sales and Service Manager Aleksandar Momčilović.

drives the services we provide to our partners and end users.

This philosophy is where the local team plays a critical role. I work with exceptional professionals who, on one hand, understand the needs of the local market and today’s consumers thoroughly, while, on the other hand, actively create opportunities to ensure the quality of our products, services and business models meets those needs.

Last year marked Daikin’s centenary.

Could we say that your brand has been shaped by revolutionary ideas, technological breakthroughs and dedicated individuals, both globally and here in Serbia?

— The company has undergone remarkable development over the past 100 years.

We started back in 1924 with radiator tubes for aircraft, and just a decade later produced fluorocarbon gas for the first time.

This achievement was pivotal in establishing Daikin as a leading manufacturer of air conditioners and the only company in the world that simultaneously develops and produces air conditioning equipment and refrigerants.

Daikin has since introduced numerous global “firsts” and patented technologies that are now integral to modern air conditioners and heat pumps. Remarkably, 300 of these patents have been shared freely to promote a more efficient and healthier future. Innovation extends beyond our products; it’s a core philosophy that also

What makes Daikin a leader in its field?

— Business is all about people. As a Japanese corporation that highlights quality as a fundamental principle in every aspect, Daikin cultivates an outstanding business culture. This culture relies on strong team energy, open communication and the desire to feel better and more accomplished every day. It’s impossible to deliv-

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Daikin opened its Training Centre in Belgrade three years ago, where certified programmes and advanced training sessions for partners are conducted regularly, as part of the Daikin Service Academy

er excellence to customers and partners if we don’t strive for excellence ourselves.

Beyond offering every customer the best products and services, you’re also committed to transferring Daikin’s values across your sales and service chain. Is the Service Academy an example of this?

— Absolutely! To ensure that end users enjoy all our benefits fully, everyone in the chain must share the same values – from our headquarters in Belgium to the sales representatives and technicians in your neighbourhood. We must all possess the highest level of expertise and build trust with the market on the basis of that expertise.

We opened the Daikin Training Centre in Belgrade three years ago, where certified training sessions and skill development programmes for our partners are conducted regularly as part of the Daikin Service Academy. The Academy is led by domestic and international experts from the HVAC industry and focuses on real-world cases and practical work supported by theoretical knowledge. Our partners thus gain the tools, knowledge and connections necessary to sell, install and service premium-quality Daikin devices in a premium manner.

Over 400 participants have so far been trained through various educational programmes at the Academy. The results of our efforts have already been recognised by the market, which motivates us to further develop the Daikin Service Academy.

JAPAN 2025

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INTERVIEW | OLIVER LEPORI EXECUTIVE DIRECTOR OF THE JAPANESE BUSINESS ALLIANCE IN SERBIA

Serbia - Future SEE Strategic Hub Japan’s primary motivating factor in investing in Serbia are the hot, high-potential sectors that strive to contribute to a brighter future for the region

he Japanese Business Alliance in Serbia (JBAS) has this year announced the launch of the Society 5.0 initiative in the country, based on a concept introduced by the Japanese government in 2016. Speaking in this interview, JBAS Executive Director Oliver Lepo­ ri explains that the launch of this initiative in Serbia “envisages a human centred "super-smart society," where technological advancements are applied to improve human wellbeing and everyday life “.

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What does Society 5.0 initiative specifically entail?

— By focusing on integrating advanced technologies and supporting innovation in areas like smart 20

cities, renewable energy, industrial process automation and advanced healthcare, the initiative specifically aims to create long-term sustainable solutions to global challenges like climate change, ageing populations, and the need for more efficient resource management.

In Serbia, the launch of Society 5.0 reflects the strong collaboration between the public and private sectors, with JBAS playing an active role in guiding its implementation. This year’s theme for the 2025 Osaka World Expo is "Designing Future Society for Our Lives," which aligns with the Society 5.0 concept, providing us with an opportunity to learn from them and bring that knowledge to Serbia.

JAPAN 2025

How does JBAS plan to follow up on the visit of the large delegation of Japanese companies to our country?

— Last October, we had the honour of hosting a significant business delegation from Japan, showcasing their interest in investing and expanding their operations in Serbia. Japan’s primary motivation to invest in Serbia are the hot, high-potential sectors that aim to contribute to a brighter future for the region.

We’re in an optimal position to make the most of this, as we have two upcoming events of extraordinary importance: Expo2025 in Osaka and Expo2027 in Belgrade. The Serbian Pavilion at Expo 2025, soon to be inaugurated, will serve as a platform to promote Serbia’s potential and strengthen its economic ties with Japan. The themes of these events align closely with the key developmental goals of both nations, addressing shared challenges such as the “silver revolution” and the delicate balance between modernising and preserving our tradition-oriented societies.

These initiatives will lay the groundwork for several high-profile events throughout 2025, coinciding with Expo 2025 in Osaka, while also serving as preparatory activities for Expo 2027 in Belgrade.

Through the growing partnership between Serbia and Japan, JBAS aims to play a pivotal role in attracting investments, advancing trade cooperation, and promoting strategic projects in Serbia.

This will be achieved through targeted activities such as raising awareness, engaging local communities, and fostering regional development.

These efforts are not just about economic growth but about building a sustainable, innovative future that reflects the shared values and ambitions of our two nations.

What experiences did you share with delegates?

— Serbia offers numerous advantages for investors, including a skilled and reliable workforce with high English language proficiency, a wide range of free trade agreements, and favorable conditions for establishing production facilities.

The focus of Japanese companies on fostering strong relationships with employees has made them increasingly appealing to young people in Serbia.

Major Japanese companies operating in Serbia are the best ambassadors in promoting Serbia as an investment destination. For example, Toyo Tires, which established a factory near Belgrade in 2022, highlighted the Serbian government’s active support and subsidies as key reasons for expanding across the country. Additionally, Nidec has emphasised Serbia’s idecordmagazine.com

al location and ease of communication in English as significant advantages for manufacturing industries.

JBAS’s cooperation with Japanese institutions operating in Serbia strengthens bilateral ties significantly and enhances Serbia’s appeal to Japanese investors. The active support extended by the Japan External Trade Organization (JETRO) and the Japan International Cooperation Agency (JICA) plays a crucial role in highlighting Serbia as a prime investment destination. These institutions provide invaluable resources, guidance and a network for Japanese businesses seeking to enter or expand on the Serbian market. We work to-

We’re in an optimal position to make the most of the Japanese interest in investing, as we have two upcoming events of extraordinary importance: Expo2025 in Osaka and Expo2027 in Belgrade gether to actively facilitate partnerships, promote cultural exchange and support Japanese enterprises in navigating the local market.

Furthermore, the combined efforts of JETRO, JICA and JBAS demonstrate their strong commitment to creating a business-friendly environment and positioning Serbia as a key strategic hub for Japanese investment and growth in Southeast Europe.

Investments made by Japanese companies don’t only bring advanced technology and expertise to Serbia, but also provide access to new markets through global supply chains. By investing in local communities, and in local training and development, they contribute to the country’s economic progress and help unlock its human potential.

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JBAS 2024 Key Activities MAY

THE 10TH SEE AUTOMOTIVE CONFERENCE 2024: FROM “CONNECT & SUPPLY” TO “THE NEW MOBILITY” JBAS participated in the 10th SEE Automotive Conference - From “Connect & Supply” to “The New Mobility”, organized by the Serbian Automotive and Mobility Cluster (AC Serbia) in Belgrade.

JANUARY

FIRST ANNUAL HEALTHCARE GROUP MEETING

The first annual JBAS Healthcare Group meeting was hosted by Takeda Serbia. Ms. Milena Argirović, a member of the Board of Directors, welcomed JBAS members operating in the medical and pharmaceutical sectors, including Nipro Medical Corporation, Olympus Corporation, and Heliant Health.

JULY

TRADITIONAL JAPANESE FESTIVAL: TANABATA

JBAS celebrated the traditional Japanese festival Tanabata, also known as the Star Festival. The event featured wishes written on tanzaku papers, which were hung on bamboo trees specially planted for the occasion in the yard of the Museum of Yugoslavia.

FEBRUARY

BUSINESS FORUM

A Business Forum for companies from Niš and Japanese companies operating in Serbia was held at the Science and Technology Park Niš. The park warmly welcomed a delegation from Japan led by H.E. Akira Imamura, alongside representatives of JBAS members and domestic companies.

AUGUST

AWARD FOR THE PROMOTION OF ECONOMIC RELATIONS BETWEEN JAPAN AND SERBIA

JBAS had the honor of receiving an award from the Ministry of Foreign Affairs of Japan for its role in promoting economic relations between Japan and Serbia.

MARCH

BG CAR SHOW JAPANESE TOUR 2024

Over thirty representatives of Japanese companies and corporations experienced the latest Japanese-made cars and motorcycles at the grand opening of the DDOR BG Car Show and the motorcycle fair “Motopassion.” This exclusive preview tour was specially organized by JBAS. 22

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OCTOBER

AI_4_LIFE: BIOTECH FUTURE FORUM 2024

JBAS members participated in the AI_4_LIFE: Biotech Future Forum, a key event focusing on the intersection of artificial intelligence and biotechnology. Industry leaders and innovators gathered to explore cutting-edge developments and discuss AI-driven advancements shaping the future of the biotech sector.

SEPTEMBER

TSUKIMI: MOON-VIEWING FESTIVAL

JBAS members, partners, and friends gathered to celebrate Tsukimi, the traditional Japanese moon-viewing festival, held at the Astronomical Observatory in Belgrade.

NOVEMBER

THE 24TH BELGRADE ECONOMIC FORUM

JBAS members contributed as guest speakers at the 24th Belgrade Economic Forum, addressing topics such as cybersecurity, data protection, and the importance of foreign direct investment from Japan in Serbia.

SEPTEMBER

GRAFIMA FAIR

JBAS had the honor of officially opening the International Grafima Fair at the Belgrade Fair. With Japan’s strong presence in technological innovation, the event highlighted the collaboration between Serbia and Japan in advancing this industry.

DECEMBER

JBAS ANNUAL GALA CELEBRATION

During their Annual Gala Celebration, JBAS was honored with the prestigious Minister for Foreign Affairs of Japan Award.

This accolade recognized JBAS’s significant contributions to fostering economic relations between Japan and Serbia throughout 2024.

SEPTEMBER

SERBIA-JAPAN BUSINESS FORUM

Approximately 40 JBAS members proudly participated in the Serbia-Japan Business Forum, where a delegation of about 100 prominent Japanese businesspeople and companies visited Serbia. The forum underscored their growing interest in expanding operations within the Serbian market, marking a historic milestone in the cooperation between Japan and Serbia. cordmagazine.com

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EXPO 2025 OSAKA

Osaka’s

World of Ideas Opening its doors to the public in April 2025, Expo 2025 Osaka is set to be a global stage for innovation, culture, and creativity. With anticipation mounting, nations are gearing up to present their best at this extraordinary event. From cutting-edge design to immersive experiences, country pavilions promise to inspire, amaze, and leave a lasting impression on the millions of visitors expected to attend

xpo 2025 Osaka serves as a collaborative platform, addressing pressing global challenges through the lenses of sustainability, technology, and cultural exchange.

Running for 184 days, from 13 April to 13 October, the Expo will take place at Yumeshima in Osaka, Japan. Under the overarching theme Designing Future Society for Our Lives, the event is organised around three subthemes: Saving Lives, Empowering Lives, and Connecting Lives.

At its core, Expo 2025 Osaka embodies the concept of a “People’s Living Lab,” a laboratory for co-creating the future.

According to organisers, the Expo aims to bring together global knowledge and innovation, fostering collaboration to generate ideas that can address critical global issues. One of the event’s standout features will be the Water Plaza, a massive

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stage on the water measuring 200 by 60 metres. It will feature a central water cascade forming a screen, complemented by 300 fountains, synchronised lighting, lasers, and music for a spectacular show.

This visionary project involves a team of creative talents, including Naoki Tanaka, known for directing the vibrant projection mapping at the Tokyo 2020 Paralympic Opening Ceremony, and renowned composer Yoko Kanno, alongside ECA2, a leader in multimedia show production.

Throughout the Expo, attendees will enjoy diverse cultural performances, exhibitions, and interactive experiences, showcasing the heritage and diversity of more than 150 participating nations. The country pavilions remain a highlight of any Expo, offering a unique insight into national identities, priorities, and visions for the future.

JAPAN The host nation’s pavilion, Between Lives, explores life cycles and transformation. Designed by Nikken Sekkei, the pavilion uses cross-laminated timber (CLT) from Japanese cedar, which will be repurposed post-Expo. It also features a biogas system for waste-to-energy conversion and highlights Japanese philosophy, innovation, and harmony with nature.

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JAPAN 2025

PAVILION HIGHLIGHTS

AUSTRIA The Austria Pavilion, Austria: Composing the Future, uses music as a metaphor for harmony between humanity, nature, and technology. Designed by BWM Architects, its standout feature is a spiral sculpture resembling a musical staff, constructed primarily from sustainable materials like wood. The pavilion celebrates Austria’s musical heritage while promoting eco-conscious construction practices.

CHINA China’s pavilion, themed Building a Community of Life for Man and Nature — Future Society of Green Development, features a design inspired by ancient Chinese bamboo slips, symbolising the transmission of knowledge and culture. Spanning 3,500 square metres, it is one of the largest independently constructed pavilions at the Expo.

CZECHIA Czechia’s Talent and Creativity for Life pavilion features a spiral structure designed by Apropos Architects, symbolising vitality and upward momentum. Its barrier-free ramp surrounds a multifunctional auditorium, while its artistic glass façade reflects Czech craftsmanship and glassmaking traditions. cordmagazine.com

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GERMANY Germany’s WA! Germany pavilion focuses on the circular economy. Designed with reusable materials and minimal irreversible connections, it embodies themes of sustainability, harmony, and wonder. The term “WA” in Japanese conveys “circle,” “harmony,” and “wow,” reflecting the pavilion’s holistic approach.

FRANCE The France Pavilion, Theatrum Naturae (Theatre of Nature), combines architecture by Coldefy and CRA-Carlo Ratti Associati. Highlighting the interplay between natural and artificial worlds, it incorporates the Japanese concept of the “red thread” (Akai Ito), symbolising unbreakable connections. The pavilion encourages environmental and social commitment.

NORDIC COUNTRIES Denmark, Finland, Iceland, Norway, and Sweden present the Nordic Circle pavilion, showcasing their shared values of sustainability and innovation. This collaborative effort focuses on connectedness, trust, and technological solutions for global challenges.

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JAPAN 2025

SERBIA Serbia’s Floating Forest pavilion draws inspiration from Ratno Ostrvo, a natural park in Belgrade. Representing the “Society 5.0” vision, the pavilion combines architecture, technology, and playfulness. Designed by Aleatek Studio, it emphasises Serbia’s cultural and natural heritage while nodding to the upcoming Expo 2027 in Belgrade under the theme Play for Humanity.

SWITZERLAND Switzerland’s pavilion, themed Life, Planet, and Augmented Human, is designed by Manuel Herz Architects. Its lightweight, recyclable structure features a cluster of spheres surrounded by plants, symbolising the harmony of nature and innovation.

USA The USA Pavilion, Imagine What We Can Create Together, features an open design inspired by Japanese footbridges. At its heart is a floating cube, showcasing dynamic images of American landscapes, cities, and space exploration. Themes include sustainability, education, and entrepreneurship.

Expo 2025 Osaka promises to be a vibrant showcase of global creativity and innovation. With its forward-thinking pavilions, cultural displays, and interactive experiences, the Expo offers a glimpse into a sustainable and interconnected future. cordmagazine.com

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Hibakusha’s Voice Echoes in Oslo

Nihon Hidankyo, a grassroots movement of atomic bomb survivors, receives the 2024 Nobel Peace Prize.

Their testimonies and relentless advocacy against nuclear weapons inspire a renewed global call for disarmament 28

JAPAN 2025

ihon Hidankyo, the Japanese organisation representing survivors of the atomic bombings of Hiroshima and Nagasaki, has been awarded the 2024 Nobel Peace Prize for its tireless efforts to rid the world of nuclear weapons. Known as hibakusha, these survivors have dedicated their lives to sharing harrowing testimonies of the devastating human cost of nuclear warfare, ensuring the world remembers the atrocities of August 1945.

In a powerful lecture delivered in Oslo, Terumi Tanaka, co-chair of Nihon Hidankyo and a survivor of the Nagasaki bombing at the age of 13, emphasised the urgency of disarmament. “It is the heartfelt desire of the hibakusha that, rather than depending on the theory of nuclear deterrence, which assumes the possession and use of nuclear weapons, we must not allow the possession of a single nuclear weapon,” he declared.

The Nobel Committee praised Nihon Hidankyo for its role in establishing the “nuclear taboo” and for demonstrating the inhumanity of nuclear weapons through witness testimony. Chair Joergen Watne Frydnes highlighted the pressing need to uphold this taboo, warning that it is now “under pressure” in the face of rising global tensions.

The organisation, founded in 1956, sends survivors across the globe to recount their experiences, fostering empathy and action against nuclear proliferation. Mr Tanaka called on the global community to create opportunities to hear these testimonies, urging nations to universalise the Treaty on the Prohibition of Nuclear Weapons (TPNW).

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A TIMELY MESSAGE AMIDST NUCLEAR THREATS

The recognition comes at a time when nuclear risks loom large. Russia’s threats to use tactical nuclear weapons in the Ukraine conflict, coupled with fears over Iran’s nuclear ambitions and Israel’s defensive strategies, underscore the fragility of the nuclear taboo.

Melissa Parke, Executive Director of ICAN, lauded the hibakusha for their pivotal role in advancing the TPNW, adopted in 2017 as a landmark step towards nuclear disarmament. “Listening to Mr Tanaka describe the horrendous effects on his family and city when the Americans dropped their

”Let us work together for a human society, in a world free of nuclear weapons and wars,” urged Terumi Tanaka, Nobel Laureate and Nagasaki survivor, in a historic speech in Oslo cordmagazine.com

atomic bomb should convince world leaders they have to go beyond simply congratulating the hibakusha. They must honour them by doing what they have long called for – urgently getting rid of nuclear weapons,” said Ms Parke.

A LEGACY OF RESILIENCE AND ADVOCACY

The hibakusha’s courage and determination have kept the horrors of nuclear warfare at the forefront of global consciousness. Their stories fuel a growing movement for disarmament, reminding the world of the catastrophic consequences of nuclear weapons.

In accepting the Nobel Peace Prize, Nihon Hidankyo reaffirmed their commitment to ensuring such atrocities are never repeated. “We all have a duty to fulfil the mission of the hibakusha. Their moral compass is our inheritance. It is now our turn,” concluded the Nobel Committee.

As the world grapples with nuclear tensions, the hibakusha’s message resonates louder than ever: “Never again.”

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FEATURE

Robots

Combatting

Loneliness In a nation grappling with an ageing population, innovative robots like Pepper, AIBO, and PARO are being deployed to alleviate loneliness and cognitive decline among the elderly. These technological companions are transforming care in Japanese nursing homes

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JAPAN 2025

apan, renowned for its technological advancements and high life expectancy, is confronting the challenges of a rapidly ageing population. To address issues such as loneliness, cognitive decline, and reduced mobility among the elderly, the nation is turning to innovative solutions in robotics.

At the forefront of this movement are social robots like Pepper, AIBO, and PARO, which have been integrated

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For decades, the country has been searching for technological solutions to address the economic and social repercussions that stem from its rapidly ageing population into numerous nursing homes and hospitals across Japan. These robots are designed to entertain, initiate conversations, and foster emotional connections with residents, thereby enhancing their mental and emotional well-being.

Standing at four feet tall, Pepper is one of Japan’s most advanced humanoid ro-

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bots. It navigates on a base resembling a large white chess piece and is programmed to play songs from decades past, engaging residents in nostalgic musical sessions. Despite its lack of facial expressions, Pepper’s agile arm movements and fluid articulations captivate audiences, encouraging them to participate in activities such as calisthenics, which are reminiscent of routines broadcast on public television.

AIBO, developed by Sony, is a robotic dog that offers companionship to the elderly. Its design focuses on entertainment and emotional support, providing users with a sense of joy and comfort. Unlike traditional pets, AIBO does not require feeding or cleaning, making it an ideal companion for those who may not have the capacity to care for a live animal.

PARO is a therapeutic robot modelled after a baby harp seal, featuring soft textures and lifelike movements. When held, it emits gentle sounds and gazes with large, expressive eyes, eliciting feelings of tenderness and relief among users. PARO has been particularly effective in engaging individuals with dementia, Alzheimer’s, and other cognitive disorders, providing them with a sense of comfort and companionship.

Japan’s demographic landscape is shifting, with projections indicating a decline from the current population of 126 million to 87 million by 2070. By that time, it is estimated that 40% of the population will be over the age of 65. This trend has significant implications for productivity, housing, the pension system, and family dynamics.

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The decreasing birth rate has led to a child population of just 14.01 million, while the number of pets has surpassed that of children, reaching 15.9 million. This shift is evident in consumer trends, with supermarkets selling more adult diapers than those for babies and an increase in products catering to single-person households.

In response to these challenges, Japanese institutions are increasingly incorporating technology into elder care. The Shintomi Nursing Home in Tokyo, for example, utilises a combination of social robots and digital systems to monitor residents’ well-being. Devices analyse sleep patterns and detect when a diaper change is necessary, ensuring timely and efficient care.

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Kimiya Ishikawa, the director of Shintomi and a specialist in elderly care, envisions a future where humans and machines collaborate seamlessly in caregiving. He notes, “No human being can take care of an elderly person 24 hours a day. Only a machine can do it.”

For many elderly individuals, robots have become integral companions. Seventy-five-yearold retiree Mieko Shimada has lived with her LOVOT robot for four years. Programmed to react to caresses, LOVOT provides her with a sense of family and companionship. Shimada shares, “When you express admiration for someone all the time, it can come across as disingenuous. With LOVOT, I don’t feel self-conscious.”

As the global population continues to age, the demand for technological solutions in elder care is expected to grow. Japan remains at the forefront of this movement, leveraging its expertise in robotics to enhance the quality of life for its elderly citizens. By integrating robots into caregiving, Japan is not only addressing the practical challenges of an ageing society but also redefining the nature of companionship and care in the modern world.

In conclusion, Japan’s innovative use of social robots represents a promising approach to mitigating the challenges associated with an ageing population. Through the deployment of companions like Pepper, AIBO, and PARO, the nation is pioneering a new model of elder care that blends technology with empathy, offering valuable lessons for societies worldwide.

JAPAN 2025