H.E. Akira Imamura Ambassador of Japan to
FROM YELLOW BUSES TO GREEN FUTURES
How Japan and Serbia found common ground across continents
In an exclusive interview for Diplomata, the TV programme produced by Diplomacy & Commerce in cooperation with Euronews Serbia, H.E. Akira Imamura, Ambassador of Japan to Serbia, reflects on the evolving relationship between the two countries, shared values, and the challenges and opportunities that lie ahead.
We begin this interview with a reference to something that has become a symbol of both Japan and Belgrade – the iconic yellow buses, wellknown in our city. Just a few weeks ago, you initiated the retirement of these vehicles, which your government donated to Belgrade back in 2003. This is just one example of Japan’s many donations to Serbia. On the other hand, during the 2011 earthquake and tsunami in Fukushima, Serbia was among the first countries to send humanitarian aid to Japan. How important are these gestures between our two nations?
I believe they are immensely important. Someone in Serbia once shared a proverb with me that says, “A friend in need is a friend indeed.” That is true, as we have supported each other in difficult times. The event you mentioned – the donation of 93 yellow buses in 2003 –is a good example. Affectionately known as “the Japanese,” these buses
became a symbol of our friendship. Back in 2003, Japan was one of the first countries to support Serbia following the devastating wars of the 1990s. Then, in 2011, a powerful earthquake struck Japan, and nearly 20,000 people lost their lives or went missing. Serbia was among the first countries to send humanitarian aid, and we Japanese still remember that generous gesture.
In 2014, when severe floods hit Serbia, Japan responded swiftly by providing relief equipment and supplies. Our two countries have continued to support each other as part of a close and friendly relationship.
The ceremony held a few weeks ago, as you mentioned, marked the retirement of those iconic “Japanese” buses after 20 years of service. Some of the remaining buses were donated to enthusiasts from the Belgrade Public Transport Company who are passionate about preserving vintage buses and vehicles. They will now be used for transporting schoolchildren on excursions. The ceremony was not only a farewell, but also a handover, celebrating a new beginning for these buses.
WE SUPPORTED EACH OTHER IN DIFFICULT TIMES –THAT IS THE TRUE MEANING OF FRIENDSHIP
H.E. AKIRA IMAMURA Ambassador of Japan to Serbia
Three years ago, the Embassy of Japan hosted a reception marking the 140th anniversary of friendly relations between our two countries. Historically speaking, the first official correspondence between Japan and Serbia took place in 1882, when the first Serbian king after liberation from Ottoman rule, Milan Obrenović, wrote to Emperor Meiji, a great reformer, to inform him of his coronation. The Japanese sovereign replied by recognising Serbia as an independent state. How important are relations with relatively small and geographically distant countries, such as Serbia, for Japan?
First of all, thank you for taking part in that ceremony three years ago. Japan has made great efforts to help create a stable and predictable international environment, and the Western Balkans are no exception. Of course, one may ask why Japan is interested in the Western Balkans, a region so far away. My answer is that we are genuinely interested in the stability of Europe, particularly the European Union, our strategic partner, whose strong unity is in our interest.
WHAT
IS HAPPENING IN UKRAINE TODAY COULD HAPPEN IN EAST ASIA TOMORROW
When European countries invited the Western Balkans to begin the process of EU accession, we saw this as a step towards greater stability not only in the region but across Europe as a whole. That is why we support the countries of the Western Balkans, including Serbia, on their path to EU membership.
Among these countries, Serbia holds the key to the stability of this region, and we therefore work with your country as a very important partner, in line with the Western Balkans Cooperation Initiative, which former Prime Minister Abe launched during his visit to Belgrade in 2018. So that, in short, is the longer answer to your question.
I want to discuss the EXPO. EXPO 2025 officially opened in Osaka on 13 April. A Specialised EXPO is scheduled to take place in Serbia in two years. What does this event mean for your country – and you personally? How many countries are expected to take part?
The EXPO has just begun and will run for six months under the name EXPO 2025 Osaka, Kansai, Japan. It will serve as a platform for over 160 countries,
regions, and international organisations to jointly create the future to address the global challenges we all face. This is also highly relevant for Serbia, because as you mentioned, it immediately precedes EXPO 2027 in Belgrade.
We truly value Serbia’s participation with its pavilion, which is a wonderful contribution to our shared theme: designing future societies for our lives. It is also an important opportunity for Serbia, as it will be sending several economic and political delegations to visit the EXPO site and promote our bilateral ties.
This is a great occasion, and I would like to take this opportunity to invite people from Serbia to come to Osaka and experience the future we are building together.
You served in Russia, followed by postings in Canada, Australia, the United Kingdom, Georgia, and now Serbia. In many of these countries, you were present during significant political moments. It has been 20 years since you last visited our country. How does Serbia look to you after two decades?
This is my first time in Serbia in 20 years, and I’m truly impressed by how much progress the country has made. There is a great deal of development, and people seem to be enjoying life. I am enjoying both living and working in Serbia – people are very warm and open towards foreigners, so we feel very comfortable here.
You mentioned the changes over the past two decades. One key factor tied to economic progress is the macroeconomic stability achieved in recent years. A growing number of foreign investors, including those from Japan, are entering the market, which is helping to boost economic development and growth. Last year, Serbia was among the European countries with the highest economic growth, making a significant contribution to the region’s economy. That is an impressive achievement.
Back in 2005, when I was here 20 years ago, the shadow of the 1990s wars was still very much present. Today, peace is firmly established in the region, and leaders from the Western Balkans regularly meet –a development we welcome very much . Unfortunately, normalisation between Belgrade and Pristina has not yet been achieved. We support the dialogue between the two sides and hope they will begin implementing the agreements reached so far. We will be looking for constructive efforts in that direction.
RECYCLING IS PART OF OUR CULTURE – WE CALL IT MOTTAINAI, THE IDEA THAT NOTHING SHOULD GO TO WASTE
What do you like most about Belgrade and Serbia? What have you had the chance to visit, and which places are your favourites? In your opinion, what are Serbs especially good at – and what do you think we could learn from the Japanese?
As I’ve already mentioned, the people of Serbia are exceptionally warm – and that’s what I like most. They are kind, hardworking, and eager to learn new things. One of my favourite places in Serbia is the traditional taverns – the kafane – in Belgrade. I enjoy their bohemian atmosphere, and I’m particularly fond of the music. Old folk songs from the 1960s and 1970s, as well as Balkan melodies, stir a sense of nostalgia in me. These are the things I truly enjoy.
When it comes to what Serbia excels in, particularly in terms of the economy, one of its greatest successes is the IT sector. I recently attended an event where several start-ups presented their ideas to Japanese investors, and I was genuinely impressed by the level of innovation. This represents a strong potential for further cooperation with Japan.
You also asked what Serbia could learn from Japan. If I had to point to one thing, it would be circular economy practices. There’s a Japanese expression, mottainai, which roughly means “it’s too valuable to waste” Recycling is deeply rooted in our culture and traditions. Of course, like all countries, we are facing climate change and environmental challenges, and there is a growing need for international cooperation. Japan and Serbia are already collaborating on a energy from waste project in Vinča, and Japanese companies are prepared to share even more of their technology and expertise with your country.
It’s great that you mention Japanese companies. How many Japanese companies are currently operating in Serbia? How many people does the company employ, and are there plans for new companies to open in Serbia in the future?
Currently, 35 Japanese companies are operating in Serbia. That may not seem like a large number, but in recent years, we have seen some major
investments. For the first time in history, in 2023, Japan became one of the top ten foreign investors in Serbia.
The most recent investment project, inaugurated recently, comes from the company JFE Shoji. They have started producing parts for automotive motors. Interestingly, those parts will be supplied to another Japanese company in Novi Sad – Nidec. This marks the first time that Japanese companies have established a supply chain within Serbia. It sends a strong and positive signal to other potential Japanese investors considering Serbia.
This could be a game change – the next step in our cooperation – and I hope it will also contribute to the supply chain for electric vehicle production, which the Serbian government has announced as part of its plans. These two companies are already manufacturing parts for electric vehicles in Serbia and exporting them to the European Union (EU) market. But if there is an opportunity to become part of the supply chain for electric vehicle production within Serbia itself, they are ready – and I sincerely hope that will happen.
You share your name with the renowned Japanese director Akira Kurosawa, whose films – starting with Rashomon in 1950 – have long been admired by audiences in Serbia. Serbian audiences also follow contemporary Japanese artists and writers, such as Haruki Murakami. How familiar is the Japanese public with the work of Serbian artists and creators? You mentioned Haruki Murakami – when it comes to literature, Ivo Andrić has been translated into Japanese, and most of his major works are available in our language. In other fields, director Emir Kusturica is very well known and popular in Japan, and most of his films are available with Japanese subtitles.
You may have heard of the Japanese–Serbian Film Festival, which is held in both Tokyo and Belgrade. It’s a great opportunity for Japanese audiences to discover newer Serbian films.
As for music, Serbian musicians regularly perform in Japan. This year, Serbian violinist Nemanja Radulović performed in Japan together with the prestigious Yomiuri Symphony Orchestra in Tokyo – that was in January. In February, a young Serbian pianist also gave a concert in Japan, performing classical music by Serbian composers, some of whom are still relatively unknown to Japanese audiences. The performance took place at the Serbian Embassy in Tokyo.
These are wonderful examples, but this year, thanks to EXPO in Osaka, even more events are planned over the next six months, featuring both Japanese and Serbian artists. This year will be another important opportunity for Japanese audiences to discover Serbian culture.
Two years ago, our company broke the Guinness World Record for the largest gathering of people with the same first and last name –bringing together 256 individuals named Milica Jovanović. Previously, the record was held by a group from Japan, comprising 178 people named Hirokazu Tanaka. A Zoom meeting was later organised between all the Milica Jovanovićs and Hirokazu Tanakas, leading to some new friendships – and perhaps even something more. On that note, how many Serbian nationals are currently residing in Japan, either working there or having found a life partner in the Country?
I’ve heard that there are approximately 260 Serbian nationals currently residing in Japan. I’m not sure how many of them are named Milica Jovanović, but they are either working in Japan or married to Japanese citizens. This number doesn’t include those on short-term visits – we currently have around 4,200 Serbian tourists visiting Japan annually.
However, even when all are counted, the total number of Serbian nationals travelling to Japan remains relatively low compared to those travelling to European destinations. One reason is that there are still no direct flights. I want to help increase the number of Serbian visitors to Japan.
Serbs – particularly younger generations – are genuinely interested in Japanese culture, and we would like to encourage more of them to come
to Japan to study. We accept applications from Serbian students who wish to study in Japan through our government scholarship programme, and we welcome new applicants each year. Of course, those who speak Japanese have an advantage, but today, more and more universities are offering courses in English as well.
After the Second World War, Japan has generally aligned with the United States and the EU on most global issues. What is your view today on the differences in opinion between the new Trump administration and the European Union regarding the war in Ukraine?
It is important for those diplomatic efforts to achive a more comprehensive ceasefire in Ukraine and a just, lasting peace. Japan has made significant efforts to support Ukraine, at the same time imposing strong sanctions against Russia in coordination with other G7 countries, including the United States, Canada, and European nations.
In March of this year, a meeting of G7 foreign ministers was held, during which these diplomatic efforts toward a ceasefire were welcomed. When we examine the Indo-Pacific region, where Japan is situated, it is becoming increasingly clear that security in this region is closely tied to the security situation in the EuroAtlantic region.
Attempts to unilaterally change the status quo by force are entirely unacceptable, whether in Europe or Asia. That is a position shared by many countries, including Serbia. We often say that what is happening in Ukraine today could happen in East Asia tomorrow.
INSTEAD OF HATRED, WE CHOSE PEACE AND BUILT A FUTURE WITHOUT NUCLEAR WEAPONS
We are deeply concerned about the situation in Ukraine, and that is why we are putting a lot of efforts and providing aid to the Ukrainian people.
Although two atomic bombs were dropped on Japan, there doesn’t seem to be deep-seated animosity towards the United States today. In Serbia, on the other hand, some of that resentment still lingers after 1999. In your view, what makes the difference? What needs to happen for countries to begin cooperating and respecting one another again after major wars and periods of mutual hostility? What would you say is Japan’s approach to such situations? We need to go back to the 1930s, when Japan found itself in a deadlock. Unfortunately, to break out of that situation, Japan chose to use force and go to war – a path that proved to be the wrong one. Based on this recognition, Japan made a conscious decision after the war to become a peaceful nation, so that such a tragedy would never be repeated.
We have clearly expressed our deep remorse for the suffering Japan caused in the region, especially in Asia, and have issued repeteatedly apologies to the countries affected by Japanese wartime atrocities. I believe it is also important for countries that fought against us to show tolerance. In those countries, some individuals made sincere efforts to seek reconciliation with Japan, just as there were such individuals on our side. With many of those countries, including the United States, we were able to achieve reconciliation.
Of course, it was also essential to show the world the devastating and inhumane nature of the damage of the atomic bombings on the people of Hiroshima and Nagasaki in August 1945. Instead of harbouring hatred, we have chosen to advocate for peaceful world without nuclear weapons, so that such weapons are never used again. To achieve this, we have pursued a realistic and consistent approach towards nuclear disarmament.
When it comes to the Western Balkans, I believe it may be useful to look at our approach which is to try to learn lessons from history and gain wisdom for the future. It is also essential that everyone shows tolerance towards different people and cultures and makes an effort to achieve reconciliation after conflict. In my view, that is an approach that could be applied in this region.
NEW HORIZONS FOR BUSINESS AND INNOVATION
How Serbia is positioning itself ahead of EXPO 2025 in Japan
Oliver Lepori, Executive Director of the Japanese Business Alliance in Serbia (JBAS), discusses the organisation’s role in strengthening business ties between Japan and Serbia, current priorities, and plans for Japanese companies in the region.
Serbia is preparing for EXPO 2025 in Osaka. How does JBAS support Serbia’s participation, and how do you see the importance of this platform for strengthening business ties? Serbia is actively working to present itself in the best possible light at EXPO 2025 in Japan, and JBAS has been supporting these efforts from the very beginning, both strategically and operationally. Our goal is to help domestic companies maximise the benefits of this exceptional international platform for connecting with Japanese and global partners. Specifically, Serbian companies can count on comprehensive support from JBAS in preparing and organising their activities in Osaka. We assist with structuring visit agendas, establishing contacts with Japanese partners, and managing logistics and programming coordination during the EXPO’s thematic weeks.
EXPO 2025 is divided into several thematic weeks, covering key aspects of modern society, including health, culture, community, mobility, basic human needs, green technologies and sustainability, learning and play, as well as peace, human security, and dignity. During each of these weeks, JBAS will support and organise individual visits for companies and members specialising in relevant fields, aiming to connect their activities precisely with appropriate partners and events in Japan.
We are also working on organizing broader economic and political delegations from Serbia because we believe that presence at EXPO has multiple benefits, from attracting investment, showcasing Serbia’s innovations and business potential, to strengthening bilateral relations at the highest levels. It’s also important to highlight the continuity between EXPO 2025 in Osaka and EXPO 2027 in Belgrade. Osaka is the perfect opportunity to present our theme, “Play for Humanity,” and invite the world to Serbia in 2027.
In this sense, EXPO 2025 is not just an international exhibition but
EXPO IS A GATEWAY TO GLOBAL OPPORTUNITIES
a strategic development opportunity to strengthen business ties between Serbia and Japan, as well as Serbia’s overall position in the global economy. So far, as many as 60 Serbian companies have confirmed their participation in EXPO 2025, which demonstrates the seriousness of their approach and the potential that the domestic economy sees in this event.
What key messages and values do the Japanese hosts want to convey through EXPO 2025? How can those ideas be applied to EXPO 2027 Belgrade?
EXPO 2025 in Osaka is held under the theme “Designing Future Society for Our Lives”, a phrase that captures the essence of Japan’s approach to this global event. The focus is not simply on showcasing technology, but on reimagining the future of humanity by offering solutions to some of today’s most pressing challenges - demographic shifts, climate change, sustainability, health, and digital transformation.
What the Japanese hosts are communicating through the EXPO is that the future is something we build together, not something we merely predict. Through innovative pavilions, interactive content, and thematic zones, visitors are encouraged to consider how new technologies can enhance the
OLIVER LEPORI
Executive Director of the Japanese Business Alliance in Serbia (JBAS)
quality of life, not only on an individual level but also on a global scale.
Special emphasis is placed on the concept of quality of life, sustainable development, and the use of technology in the service of people, which aligns with the Society 5.0 initiative and Japan’s broader philosophy of harmonising tradition and innovation. Japan is using this opportunity not only to showcase its technological leadership but also to highlight the human values that guide its development.
These ideas can certainly be an inspiration for subsequent exhibitions, including EXPO 2027 in Belgrade, for which Japan has already confirmed its participation. It is not about copying formats, but about transferring shared values, creating space for dialogue, joint creativity and exchange of knowledge. Topics such as sustainability, digital inclusion, health and global connectivity will also be relevant in 2027, and EXPO in Belgrade can interpret them in an authentic, locally rooted way, through its theme “Play for Humanity”, which also calls for cooperation, connection and joint creation of a better future.
UNDERSTANDING BUILDS LASTING PARTNERSHIPS
Is there any formal or informal cooperation between the organisers of EXPO in Osaka and those in Belgrade, and what role does JBAS play in that process?
Formal cooperation between the organisers of the EXPO in Osaka and those in Belgrade takes place by the regulations of the Bureau International des Expositions (BIE), which regulates the organisation and coordination of world fairs. This cooperation involves the exchange of experiences, coordination of activities, and joint initiatives aimed at enhancing the representation of countries and their innovations on the global stage.
JBAS actively supports this process as a member of the working body of the Government of Serbia, responsible for cooperation and promoting EXPO 2027 in Belgrade. Our role is to connect Serbian companies, institutions and other stakeholders with Japanese partners, while also supporting communication and information exchange between the organizational teams from Osaka and Belgrade. In this way, we contribute to the continuity and efficient cooperation between these two important events, helping Serbia make the most of the opportunities that participation in the World’s fair brings.
In addition to the formal framework, there is also an informal exchange of knowledge and experiences that further strengthens the preparations and contributes to deeper bilateral ties through the EXPO platform. JBAS, as a bridge between the Serbian and Japanese business and cultural communities, plays a crucial role in these processes, working to ensure that all participants benefit from successful and meaningful cooperation.
What are the primary challenges that Japanese companies encounter when entering the Serbian market, and how does JBAS assist them in overcoming these obstacles?
Entering a new market almost always presents certain challenges, and this also applies to Japanese companies entering Serbia. Although our country is increasingly recognised as an attractive investment destination, especially due to its skilled workforce, strategic location and favourable access to markets through numerous free trade agreements, certain obstacles still exist.
One of the first challenges for Japanese companies is the cultural and business differences in approach. Japanese business culture is highly formal, focused on detailed planning, long-term relationships and trust that is built gradually. On the other hand, business practice in Serbia is often more flexible and results-oriented, which sometimes requires additional mutual adaptation. Additionally, the language barrier and unfamiliarity with local legislative and administrative procedures can also make the initial steps in starting a business challenging.
This is where JBAS comes in - our task is to translate these differences into a common language of understanding and cooperation. We provide Japanese companies with essential information on the regulatory framework, market conditions and potential partners, as well as advisory support regarding local business practices. We also help them establish contacts with relevant institutions, local governments and business entities, which is often crucial for a successful business start-up.
In addition, support to Japanese investors includes the organization of visits and business missions, such as participation in EXPO 2025 in Osaka, where JBAS actively contributes to structuring the agenda, connecting with Japanese partners, and facilitating communication between Serbian and Japanese stakeholders.
It’s essential to acknowledge that the challenges that exist are most often successfully overcome due to a clear mutual willingness to cooperate and the readiness of Japanese companies to invest time and effort in understanding the local context. In the long run, these efforts yield quality partnerships that endure and evolve.
What key message would you convey to the domestic business community regarding a long-term partnership with Japan?
The key message to the domestic business community is that Serbia and Japan have a long-standing partnership that dates back more than 140 years. It represents an exceptional opportunity for stable and sustainable development. Since Prime Minister Abe visited Serbia, Japan has been particularly committed to enhancing cooperation with the Western Balkans, and Serbia plays a significant role in this strategy. Japan is actively working to create a stable and predictable international environment, and the Western Balkans is no exception. The increase of cooperation with Europe is directly in Japan’s interest, and they strongly support Serbia in its process of integration.
In this context, the Japanese Business Alliance in Serbia plays an important role in strengthening this cooperation. We are actively supporting the establishment of a network of organisations in Bosnia and Herzegovina and North Macedonia, and we expect to do the same in Croatia soon. Such regional networking will further contribute to greater coordination and strengthening of ties between business communities throughout Southeast Europe.
We also encourage the Serbian business and academic sectors to capitalise on the opportunities presented by EXPO 2025 in Osaka and initiatives such as “Society 5.0,” which is already a reality in Japan and is rapidly gaining global traction. These platforms offer a unique opportunity to stay informed about the latest technological trends, establish new partnerships, and develop innovative solutions that could greatly benefit Serbia.
By investing in long-term relationships with Japan, the domestic business community not only opens the doors to new investments and knowledge but also lays the foundations for a stable and successful future in an increasingly dynamic global environment.
SMART SHIFT
Enabling innovation through secure, connected, and automated business solutions
ANGELINA VUČKOVIĆ
Country Director Canon Croatia & Area Manager B2B Adria
Canon, the globally recognized Japanese technology company, has long stood for innovation grounded in purpose. At the heart of its mission is Kyosei, the philosophy of living and working together for the common good. While Canon’s name is often associated with hardware — from cameras to multifunctional devices — its real value today lies in helping businesses transform through digital innovation.
In a world where artificial intelligence and automation are not just buzzwords but business imperatives, Canon brings both heritage and foresight. Across the Adria region, organizations are navigating a new landscape where productivity, cost efficiency, and data security must be continuously reimagined.
We spoke with Angelina Vučković, Country Director Canon Croatia & Area Manager B2B Adria, about how Canon is shaping the future of work, the evolving needs of companies in the region, and why AI is no longer a distant concept but a current driver of growth.
AI and automation are reshaping how companies operate across the globe. What are you seeing in the Adria region?
Businesses in our region are embracing digital transformation, but the pace varies. What’s clear is that AI and automation are no longer optional. They’re essential for staying competitive. Whether it’s increasing productivity, optimizing costs, or strengthening IT security, these technologies are enabling companies to work smarter and more securely.
AI AND AUTOMATION ARE NO LONGER OPTIONAL. THEY’RE ESSENTIAL FOR
STAYING COMPETITIVE
What we’re also seeing is a shift in mindset: companies are starting to see technology not just as a tool, but as a strategic partner in their long-term growth. Canon’s role is to support that shift, not just with products, but with guidance, expertise, and integrated solutions.
In practical terms, where is AI already making a difference?
One key area is document and workflow management. Canon’s AI-driven solutions can, for example, analyze user behavior, streamline resource allocation, and improve document security.
But it goes beyond efficiency. AI enables real-time decision-making, predictive insights, and even anomaly detection in IT environments. By reducing the need for repetitive tasks, it frees up people to focus on creative, strategic work. That’s where the real value is.
But implementation isn’t always smooth. What are the main barriers companies face?
True, the potential is there, but the challenges are real. Integrating AI into existing systems can be complex, especially when IT teams are already stretched thin. There’s also a shortage of specialized talent, and cybersecurity concerns are growing.
Our Workspace IT Barometer research shows that IT leaders spend much of their time managing migration to the cloud, automation, and especially security. That’s why we design solutions that are not only powerful, but intuitive, and that integrate seamlessly into platforms companies are already using, like Microsoft 365, Google Workspace, or Teams.
SECURITY ISN’T AN ADD-ON; IT’S BUILT IN FROM THE START
Speaking of security — how does AI impact it, and how does Canon support companies in staying protected?
AI opens up incredible possibilities, but also new risks. Cyber threats are becoming more sophisticated, and traditional security models aren’t enough.
Canon has responded by developing solutions that incorporate AIpowered security, from intelligent access controls to real-time anomaly detection on multifunctional devices. We also enable secure cloud integration, so teams can scan, print, and share documents safely from anywhere.
Security isn’t an add-on; it’s built in from the start.
But technology alone isn’t enough. One of the biggest and often overlooked risks is still the human factor. No matter how advanced the tools, employees need to understand digital risks and be equipped to follow secure, compliant practices. That’s why education, user-friendly design, and fostering a culture of awareness are just as critical as any technical solution.
What about traditional document workflows? Are companies still struggling there?
Surprisingly, yes. Many companies still rely on outdated processes like printing in-office just to scan forms, emailing documents to themselves, or storing sensitive files locally. Not only is this inefficient, but it’s also a major security risk.
One data point really stands out: in 2023, 88% of the 19 million documents scanned on Canon multifunctional devices across EMEA were sent via email, despite most of those companies already having invested in cloud platforms. That shows a big gap between the tools we have and how we actually use them.
What needs to change for businesses to close that gap and make better use of digital tools?
It starts with making things simpler. Scanning to the cloud, accessing files securely, sharing them across teams. These workflows need to be seamless and intuitive.
When employees spend up to two hours a day just looking for information, it’s clear that traditional storage models aren’t working. Our
cloud-connected solutions like Canon Cloud Connector and uniFLOW Online help centralize and secure document management, while also cutting down on paper use, which supports both cost savings and sustainability.
Canon recently hosted Inspiration Days event in Belgrade. How do events like this support your mission?
Events like Canon Inspiration Days are about more than just product showcases — they’re a space for meaningful dialogue. We bring together industry leaders, technology experts, and decision-makers from across the region to explore how innovation is transforming the way we work.
This year, we focused heavily on the role of AI and cybersecurity in business. A key moment of the day was the panel discussion, featuring insights from experts Nevena Conić from IDC, Jelena Jovanović from the Chamber of Commerce, and Sergej Stolić from A1. The conversation delved into how businesses can leverage AI to drive growth while also securing their data and future-proofing their operations.
Later, we showcased Canon’s own technology, with a special focus on the AI-powered imageFORCE C7165. Attendees had the opportunity to experience first-hand how our AI solutions are streamlining workflows and enhancing data security. The energy and openness of the discussions were clear indicators that companies are eager to take the next step in their digital transformation — they just need the right support.
Looking ahead, where will Canon place its biggest focus in the coming years?
Our top priorities will continue to be digital transformation, data security, and enabling smarter workflows. We’ll keep investing in technologies that help organizations grow sustainably, stay secure, and adapt quickly to change. But more importantly, we’ll keep working closely with our partners by sharing knowledge, offering local support, and helping them unlock the full potential of their existing tools.
As the digital landscape evolves, canon is proving that it is not just a hardware or service provider but a trusted partner in transformation. Guided by a deep-rooted belief in collaboration and innovation, canon continues to support businesses across the Adria region in building smarter, safer, and more sustainable futures. Whether through intelligent automation, secure cloud workflows, or knowledge-sharing events like Inspiration Days, the company’s mission is clear: to empower others through technology that works with them, not just for them.
The Canon Inspiration Days event in Serbia offered insight into trends in artificial intelligence, cybersecurity, and solutions that are shaping the future of business.
Photo:
Zoran Mirčetić
TOWARDS A SMARTER AND GREENER ECONOMY
Exploring Japan–Serbia cooperation in innovation, investment and sustainable development
GORAN PEKEZ
Chairman of the Board of the Japanese Business Alliance in Serbia (JBAS)
Goran Pekez, Chairman of the Board of the Japanese Business Alliance in Serbia (JBAS) and Corporate Affairs and Communications Director for the Western Balkans at Japan Tobacco International (JTI), discusses Japanese investments, regional cooperation, and prospects for sustainable development in Serbia and the wider region.
How would you assess the current level of economic cooperation between Japan and Serbia? Which sectors do you believe hold the greatest potential for further development?
Economic cooperation between Japan and Serbia is currently at a very high level and continues to grow in a direction that promises even stronger partnerships in the future. Over 30 Japanese companies are operating in Serbia, including 15 manufacturing facilities. If we also count exporters, importers and distributors, that number exceeds 60. Last year marked a significant milestone when Serbia hosted the largest-ever Japanese business delegation, with representatives from 70 companies. Their strong interest in investing and expanding their operations here shows that Japan sees Serbia as a serious and reliable partner. This is supported by several factors
- well-developed industrial centres, a skilled workforce with good English proficiency, favourable investment conditions, an extensive network of trade agreements, and a stable business environment.
Japanese institutions and organisations such as the Embassy of Japan to Serbia, JETRO (Japan External Trade Organization) and JICA (Japan International Cooperation Agency) provide strong support to the Japanese Business Alliance in Serbia (JBAS) in helping Japanese companies better understand the Serbian market, find the right partners, and start doing business here more easily.
As for sectors with the greatest growth potential, it’s hard to single out just one. Serbia offers competitive advantages in many areas. Beyond the traditionally strong industrial manufacturing sector, opportunities are increasingly emerging in areas such as digitisation, smart cities, energy, healthcare, artificial intelligence, and process automation - all aligned with Japan’s strategic vision, “Society 5.0,” initiative, which we are gradually implementing here in Serbia as well. There is also a
GREEN TRANSFORMATION IS NO LONGER A CHOICE
growing interest in projects related to environmental protection and energy efficiency, indicating a breadth of opportunities for new partnerships and investments.
Japanese companies are recognised in Serbia for their technological sophistication and business culture. What new investments or projects is JBAS currently monitoring or supporting?
Currently, one of the most significant directions of our activity is the “Society 5.0” initiative in Serbia - a concept developed by the Japanese government in 2016, which represents a “super-smart society” centred on people, where technological advancements are applied to enhance human well-being and everyday life. This initiative focuses on integrating advanced technologies in key sectors, including smart cities, renewable energy, industrial process automation, and advanced healthcare, to create sustainable solutions to global challenges such as climate change, an ageing population, and more efficient resource management.
It is also important to note that EXPO 2025 in Osaka further inspires us, as its theme, “Designing the future society for our lives”, is directly related to the principles of Society 5.0. In this sense, the exhibition in Japan not only provides insight into the latest technological solutions but also encourages us to consider how we can adapt and implement them in Serbian society and economy.
What roles do sustainability and green transformation play in Japanese-Serbian economic relations? Are there any joint projects planned in these areas?
Sustainable development and green transformation are becoming an increasingly important pillar of cooperation between Japan and Serbia. Japanese companies, renowned for their high environmental standards and innovative technologies, make significant contributions to Serbia’s efforts to transition to more efficient and environmentally friendly economic models. We already have several concrete examples of successful collaboration in sustainability. One such example is the initiative by Toyo Tire, which, recognising the importance of environmental protection and following principles of corporate social responsibility, opened the “Taiyo” solar power plant in Inđija in 2023. This investment represents their contribution to the development of green energy and a healthier living environment, with an estimated reduction of about 200,000 tons of CO2 emissions over the plant’s lifetime. Similarly, the waste-to-energy plant in Vinča, developed with support from the Japanese company Itochu and the Japan International Cooperation Agency (JICA), is expected to reduce CO2 emissions by approximately 210,000 tons annually. Japanese technology has also made a significant contribution to modernising Serbia’s energy sector. For example, the flue gas desulfurisation system at the Nikola Tesla A Thermal Power Plant reduced sulfur dioxide emissions by up to 30 times, and the same technology is currently being implemented at block B of the same plant. These projects not only improve air quality but also help Serbia align with European environmental standards.
One of the potential future projects gaining attention is the Bistrica Reversible Hydroelectric Plant, which is being developed as a long-term solution for energy storage and stabilisation of the energy system, a key factor for a reliable shift to renewable energy sources. Working together on these projects not only promotes environmental responsibility but also creates opportunities for new investments, technology transfer, and long-term partnerships. Green transformation is no longer a choice but a necessity, and we are glad that Japan-Serbia cooperation is moving towards concrete and measurable results in this field.
TECHNOLOGY
To what extent are digital transformation and innovation present in Japan-Serbia economic cooperation? Is there room for stronger connections in the IT sector and the startup ecosystem?
Digital transformation and innovation are becoming increasingly important within Japan-Serbia cooperation, and I believe this area holds great potential for the future. Serbia boasts a highly skilled IT sector, featuring educated and creative professionals, a well-developed infrastructure, and a growing number of startups that closely follow global trends. During last year’s visit of the Japanese business delegation, a visit to the Science and Technology Park in Novi Sad was organised. The guests had the opportunity to see firsthand the innovative solutions coming from Serbia, as well as meet talented young experts behind them. Their response was extremely positive.
The support that Japanese institutions provide to this sector is also an important signal. The Ambassador of Japan to Serbia, His Excellency Mr. Akira Imamura, recently visited the innovation centres in Niš and Novi Sad, thereby showing a concrete commitment to supporting digital development and entrepreneurship in Serbia. JBAS also actively supports such initiatives, recognising them as crucial for long-term sustainable growth.
Collaboration is further strengthened through concrete programs, such as the “Ninja” program, which connects Serbian startups with Japanese partners and investors, aiming to provide our young tech companies with access to knowledge, capital, and new markets. At the same time, through the active cooperation of science and technology parks and joint projects, preconditions are created for an even stronger institutional connection.
Additionally, digitalisation of public services in Serbia—including eHealth and digital governance—opens new opportunities for cooperation. Japanese companies, with their expertise in innovative solutions and digital infrastructure, can be valuable partners in this process, particularly in areas such as smart cities, automation, and sharing best practices in the public sector.
How important is the cultural dimension in the economic relations between Japan and Serbia, and how does JBAS nurture and promote mutual understanding?
The cultural dimension in economic relations between Japan and Serbia is of great importance. Japanese companies operate on the principles of longterm relationships and trust, which is why we seize every opportunity to support the building of ties between Serbian and Japanese companies, helping them meet, get to know each other, and develop cooperation in line with their respective business cultures. Differences certainly exist, but our experience shows that it is precisely through direct interaction and joint projects that they become a bridge, not an obstacle. JBAS is here to accompany members at every step, from the initial meeting to the establishment of stable partnerships, offering support in communication, knowledge exchange, and the adaptation of local business approaches.
In this sense, we view EXPO 2025 in Osaka as an excellent opportunity to deepen our mutual understanding further. One of our members (JTI) is sponsoring a cultural program at the Serbian pavilion, which will involve joint performances of Serbian and Japanese musicians. Together with the Serbian Chamber of Commerce and the Embassy of Japan in Belgrade, we designed a rich and carefully structured support platform for our members. It includes visits to some of Japan’s most advanced smart cities, direct connections with Japanese companies and institutions, as well as discussions on joint projects that can bring concrete benefits to the Serbian economy.
Through such initiatives, our members not only expand their business horizons but also learn how to cooperate with Japanese colleagues in the spirit of mutual respect and trust, which is the foundation of any successful Japanese business practice.
FROM BELGRADE TO OSAKA
HOW IS FORCEMAN TECHNOLOGIES BUILDING SOCIETY 5.0?
A Serbian company contributes to a global vision where technology serves humanity through innovations that go beyond conventional digitalisation.
DR
ALEKSANDAR NESTOROV CEO, Forceman Technologies
Dr Aleksandar Nestorov, CEO of Forceman Technologies, shares insights into how the company combines engineering expertise, software innovation, and Japanese business philosophy to help shape the future of Society 5.0.
Forceman Technologies will mark its tenth anniversary next year. How would you summarise a decade of development – from the initial idea to your current market position? Forceman Technologies is a Serbian company that has positioned itself as a key player in global industrial transformation. Through innovative software solutions such as Forceman Commander, the company enables labour-intensive organisations to optimise workforce management, reduce costs, and increase productivity. By integrating Japanese knowledge management philosophy with modern digital tools, Forceman Technologies not only improves business processes but also contributes to the global vision of Society 5.0 –a society that balances technological progress with human values.
Over the past decade, Forceman Technologies has evolved from an ambitious idea into a recognised leader in workforce management. The entire tenyear period has been dedicated to developing Forceman Commander, our flagship software solution, resulting in a comprehensive, innovative system for managing knowledge and qualifications in labour-intensive environments. We have distinguished ourselves as pioneers in digitalisation within this field, not only in the region but also beyond, because we are not a typical software company – we are an engineering organisation offering software-based solutions. We approach digitalisation only after
processes have first been optimised using traditional methods. Our competitive advantage lies in owning innovations in areas that few experts, either in Serbia or globally, address in this way.
Your company relies on the Japanese concept of knowledge management, which you successfully integrate through modern software tools. What is the essence of this method, and how does it function in the digital environment of the 21st century?
The Japanese concept of knowledge management, rooted in Lean methodology, offers a structured approach to eliminating waste in business processes. A key aspect of the Lean philosophy is the optimal use of employees’ knowledge and talents – a resource often overlooked in many organisations.
WE CREATE TECHNOLOGY THAT SERVES PEOPLE
Our company recognised the lack of practical application of Lean tools in the area of efficiently utilising available talent and knowledge. We enhanced traditional tools by introducing innovative elements and newly developed impact factors. As a result, we created an intelligent system that enables process owners to manage task allocation based on qualifications, process control, and knowledge management in just a few simple steps. Forceman Commander has thus set new standards in global business while increasing the profitability of the organisations that use it.
You are recognised as one of the few domestic members of the Japanese Business Alliance in Serbia (JBAS). What does this recognition mean to you, and how is this cooperation evolving?
Membership in the Japanese Business Alliance in Serbia (JBAS) is a significant recognition for Forceman Technologies, as it affirms the company’s alignment with the values of Japanese business philosophy. Our company actively contributes to promoting innovations that merge traditional Japanese principles and Lean methodology with modern digital solutions developed in Serbia.
Forceman Technologies participates in initiatives within the Japanese community that prioritise people at the centre of business processes, aligning with the Society 5.0 concept. Our close cooperation with Japanese companies offers valuable insight into global technological trends, as Japan is a leader in innovation and industrial digitalisation. This form of collaboration motivates us to continue developing our solutions while also tracking and applying new trends in digital transformation.
How would you describe Forceman Technologies’ current position in the Serbian market and beyond? Which industries are currently your most important partners?
What sets Forceman Technologies apart in the market is our complementary offer. In addition to software solutions, we provide expert process knowledge, which is a crucial preliminary step toward successful digitalisation. Simply put, Forceman Technologies specialises in complex processes where the human factor plays a central role. Whether in industrial production, logistics, or quality management systems, our solutions deliver full optimisation and maximum efficiency. This unique combination of technological innovation and expertise makes us a reliable partner for companies seeking advanced digital transformation of their operations.
Our most important partners come from the automotive, aviation, and pharmaceutical industries, where qualification management requirements are particularly high. In addition to these sectors, our solutions are also applied across various other industries where organisations seek smart tools for optimising costs and boosting productivity.
The vision of EXPO Osaka 2025 is Society 5.0 – a society built on harmony between technology and human values. How does Forceman Technologies align with this vision?
EXPO Osaka 2025 is conceived as a global platform for innovation, with the concept of Society 5.0 representing a balance between technological advancement and human values. This approach not only enhances digitalisation but ensures that progress in technology directly contributes to the quality of life.
Forceman Technologies aligns seamlessly with this vision through intelligent software systems that utilise artificial intelligence to enhance productivity and minimise waste in industry, digitise work processes, and integrate real-time data to support informed decision-making and increase business agility.
EXPO Osaka 2025 will be a hub of global ideas, and our company has the opportunity to contribute to building a sustainable and inclusive society through innovative digital solutions.
Innovation is at the heart of your business. What are you currently working on, and which technologies do you plan to develop in the near future?
In the age of artificial intelligence, one of our latest development directions involves integrating employees’ psycho-physical condition into data analysis. This approach enables more effective task allocation by considering an individual’s mental and physical state, thereby enhancing both productivity and employee satisfaction.
To successfully implement this model, Forceman Technologies employs advanced AI tools that enable the automatic analysis and adaptation of work processes. Our engineers are actively working on the practical application of this system, to introduce it into real business environments soon.
This innovative approach can significantly contribute to workforce optimisation, reducing employee stress and fatigue, and increasing the overall efficiency of business operations.
One of the pillars of your business is the development of software solutions for learning and knowledge management within organisations. How do your Learning Management System platforms specifically help companies improve internal processes and retain expertise?
Forceman Technologies platforms are designed to automate training processes, enhance employee progress tracking, and ensure continuous development of expertise. The key value of this system lies in cost optimisation, as it enables precise planning of training activities, preventing unnecessary sessions and ensuring that companies invest only in the critical knowledge that directly supports business success. Our approach to knowledge digitalisation not only helps companies retain essential skills but also proactively develops them, creating smart, flexible learning systems that evolve in tandem with the organisation.
If you had to choose one value or principle that has defined your company’s journey, what would it be?
Patience lies at the heart of Forceman Technologies’ philosophy, shaping lasting innovation, strategic development, and sustainable business solutions. This principle is not passive waiting, but an active process of refinement, trend adaptation, and thoughtful planning that ensures long-term competitiveness. Our methodology demonstrates that true innovation takes time—enduring technologies are not passing trends, but carefully developed long-term values.
Patient refinement of methodologies leads to precision, allowing companies to achieve maximum efficiency without compromise. Partnerships built on patience foster sustainable growth, turning business relationships into solid foundations for the future.