Japan has been Australia’s largest export market for 35 years, but the relationship is undergoing a rapid evolution. Thinking ‘above and beyond’ traditional parameters for Australia-Japan trade is the key to continued success.

The Australian Trade Commission, or ‘Austrade’, is the Australian Government agency that helps Australian companies win overseas business for their products and services by reducing the time, cost and risk involved in selecting, entering and developing international markets.

Austrade is represented in 117 locations in 58 countries, including an extensive domestic network throughout Australia.

Austrade in Japan

Austrade Japan can save time and resources by coordinating approaches to key Australian suppliers through a network of 50 specialists, who can advise companies on the range of Australian products and services suitable for the Japanese market.

Austrade staff work closely with both Australian and Japanese companies to establish and upgrade existing relationships, as well as assisting
with product shows and promotions.

“Most of the Australian companies that Austrade is working with are not the mainstay suppliers of energy and primary products, but manufacturers of sophisticated products and providers of unique services,” says Phil Ingram, Austrade’s Senior Trade Commissioner in Tokyo.

The improving economy is attracting a growing number of Australian companies to Japan. Many of these are entirely new to the market, and
reflect the growing diversification and sophistication of Australian goods and services.

“One Australian company having success with a targeted approach is the skin care specialist Jurlique, which has trebled its outlets over the last three years, taking advantage of a Japanese demand for more relaxation and
natural products,” says Phil Ingram. “The success of Jurlique proves there is still substantial business potential, even during what has been a slow growth era in the Japanese economy.”

Key sectors

Areas being targeted by Austrade Japan in 2003/4 include horticulture and agriculture such as fresh fruits and vegetables and stock feeds; foodstuffs such as semi-processed food, seafood, wine and organic and non-GMO foods; consumer products such as jewellery, cosmetics and pets; manufactured products including environmental technology, medical equipment, computer software and fast ferries; and services.

The Australian Trade Commission operates six offices in Japan, in:

• Sapporo;
• Sendai;
• Tokyo;
• Nagoya;
• Osaka; and
• Fukuoka.

In 2003/4, the six Austrade offices in Japan assisted 1341 Australian businesses, of which 499 achieved a sale or made an investment.