Japan 2023

CONTENTS IMPRESSUM

08 COMMENT WHY JAPANESE COMPANIES ARE GETTING SERBIAN ADDRESSES

20 TATSURO MASUDA, FIRST SECRETARY OF THE EMBASSY OF JAPAN INVESTMENT IN PEOPLE

26 MASAHIRO UEKI, CHIEF REPRESENTATIVE, JICA BALKAN OFFICE

MANY NEW OPPORTUNITIES FOR COOPERATION

10

H.E. TAKAHIKO KATSUMATA, AMBASSADOR OF JAPAN TO SERBIA NEW START FOR FURTHER DEVELOPMENT

22 LINAS LIBIKAS, JTI GENERAL MANAGER FOR THE WESTERN BALKANS STABILITY, TRANSPARENCY AND PREDICTABILITY MORE NEEDED THAN EVER

29 SENKA ALEKSIĆ, EXECUTIVE DIRECTOR, SHARED MOBILITY D.O.O. HOW KINTO JOIN AND KINTO RIDE PROTECT THE PLANET

16 GORAN PEKEZ, PRESIDENT OF THE JAPANESE BUSINESS ALLIANCE IN SERBIA (JBAS) RISING INVESTMENT INTERESTS

24 MILENA ARGIROVIĆ, MD, COUNTRY HEAD FOR SERBIA, MONTENEGRO, ALBANIA, NORTH MACEDONIA AND KOSOVO AT TAKEDA WE USE DATA AND DIGITAL TO IMPROVE PATIENTS´ LIVES AND CREATE BETTER SOCIETY

30 EPSON MONOZUKURI IS THE KEY TO SUSTAINABLE MANUFACTURING

EDITOR IN CHIEF:

Neda Lukić n.lukic@aim.rs

ART DIRECTOR: Branislav Ninković

b.ninkovic@aim.rs

CONTRIBUTORS:

Rob Dugdale, Maja Vukadinović, Mirjana Jovanović, Miša Brkić, Ljubica Gojgić

Radmila Stanković, Steve MacKenzie, Zorica Todorović Mirković, Sonja Ćirić, Miloš Belčević

PHOTOS:

Zoran Petrović

COPY EDITOR: Mark Pullen

TRANSLATION & EDITING: PULLEN EDITORIAL

HALIFAX

SALES MANAGERS: Biljana Dević, b.devic@aim.rs

Mihailo Čučković, m.cuckovic@aim.rs

Renata Šteković Zagorac r.zagorac@aim.rs

Bojana Nikolić b.nikolic@aim.rs

OFFICE MANAGER: Svetlana Petrović s.petrovic@aim.rs

FINANCE: Dragana Skrobonja finance@aim.rs

EXECUTIVE DIRECTOR: Maja Vidaković m.vidakovic@aim.rs

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

PUBLISHER: Ivan Novčić i.novcic@aim.rs

JAPAN 2023

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alliance international media 2023

CONTENTS

40 OLIVER LEPORI, JBAS EXECUTIVE DIRECTOR INTRODUCING NEW VALUES, CREATING A BETTER SOCIETY

32 RADOŠ GAZDIĆ, DIRECTOR OF THE DEVELOPMENT AGENCY OF SERBIA (RAS)

WE HANDLED THE CRISIS WELL

42 SHINKANSEN THE THINGS YOU DIDN’T KNOW ABOUT THE SHINKANSEN

54 HANAMI VRŠAC TRUE FRIENDSHIPS ARE

35 KONICA MINOLTA INNOVATIVE SOLUTIONS THAT IMPROVE LIFE

44 JBAS ACTIVITIES 2022

57 REVIEW OF JAPANESE FILMS 2023

36 NINA DUSPER SUŠIĆ, PRESIDENT OF THE BOARD OF HITACHI ENERGY BALKANS CLUSTER, HITACHI ENERGY JAPAN ENERGY TRANSITION IS KEY

48 JAPANESE AWARDS & ACCOLADES DECORATED FOR SINCERE CONTRIBUTIONS TO FRIENDSHIP

38 NTT DATA RECOGNISED GLOBAL LEADER

50 KYOTO’S JIDAI MATSURI FESTIVAL OF THE AGES

58 TRADITION

EHOMAKI: THE SUSHI ROLL THAT BRINGS YOU LUCK

TO BE CELEBRATED

Why Japanese Companies Are Getting Serbian Addresses

After many years during which bilateral relations between Japan and Serbia were mainly nurtured through good political and cultural relations, the economic perspective is finally making its way into this picture. It would be fair to say that foreign direct investments from Japanese companies in Serbia have been steadily progressing in recent history, changing the structure of the domestic economy

Japanese companies today employ around 7,000 people in Serbia, mostly in agriculture, the automotive industry and the IT sector. This is a result of continuous efforts exerted by the central and local governments of Serbia to improve the country’s business environment and establish Serbia as an interesting investment spot that provides easy access to the large markets of various regions, such as the European Union and beyond. Although we are witnessing deep demographic shifts and suffering from the so-called brain drain, the country is still able to offer a good workforce at a reasonable cost. On top of that, there are a number of support mechanisms for foreign investors at the national and local levels that render the investment climate even more attractive. However, this is only part of the answer to the question - why more Japanese companies are getting Serbian addresses. Specifically, efforts on the Serbian side have been met by equally important strides on the Japanese side, which has flourished under the Western Balkans Cooperation Initiative that was launched by late Prime Minister Abe in 2018. While the current global economic situation is not conducive to further economic growth

The Western Balkans Cooperation Initiative is the Japanese diplomatic concept that was developed with the aim of supporting the EU accession of Western Balkan countries. The Initiative has had the most visible effect in Serbia, where a number of Japanese companies have made high-quality investments in alignment with the concept of the Initiative

and investments, the partnerships already established between the Embassy of Japan, the Japanese Business Alliance in Serbia and the Japan External Trade Organisation, on one side, and the Development Agency of Serbia and the aforementioned national and state bodies, on the other, are providing Japanese

companies with enough information and support if they wish to consider Serbia as their investment destination. On top of that, all of the noted actors are working together to contribute to further improving the investment environment in Serbia.

Vojvodina is particularly attractive to investors from Japan at present, thanks to its good geostrategic position, human resources and strong connections with other regions. However, the Serbian Government has established 15 free zones nationwide – not only in Vojvodina, but also in many regions that are gradually being discovered by various foreign companies. Knowing that proximity to external markets is an important and often decisive factor for any foreign company thinking of Serbia as a production spot, the Serbian Government has been exerting a lot of effort to develop key infrastructure throughout the country. Japanese companies have yet to discover these new destinations, which offer access to the human resources being sought by many of the businesses that are relocating their production facilities closer to the markets of the EU.

New Start For Further Development

H.E.

KATSUMATA, Ambassador of Japan to Serbia

Easy access to major European markets and favourable trade agreements with other regions of the world, competent workers with “reasonable” salaries and incentives provided to foreign investors by the state are the reasons for the increased interest in investing in Serbia among Japanese companies. The strengthening of economic relations is built upon friendly bilateral relations that have been confirmed

during the times of the greatest challenges, both for Serbia and for Japan, says Japanese Ambassador Takahiko Katsumata in this interview for CorD Magazine, referring to the major anniversary of bilateral relations commemorated in 2022.

Your Excellency, we have left behind a year that was dedicated to the commemorating of the 140 years of

friendship and bilateral relations between Japan and Serbia. Are you satisfied with the way this important date was marked?

Yes, I am very satisfied. During this important year, the Embassy of Japan, the Serbian Government, local communities, Japanese business associations, various cultural and sports organisations and many friends of Japan and Serbia energetically planned and

TAKAHIKO

Based on the long history of friendship between Japan and Serbia, and the sharing of values in a wide range of fields, such as diplomacy, economics, culture, sports, education and regional development, has steadily progressed and is truly significant

~ Takahiko Katsumata

ROYAL VISIT IMPROVEMENT WB COOPERATION INITIATIVE

We sincerely hope to realise such a royal visit in order to deepen the friendly relations between our two countries

implemented more than 40 commemorative events. Each event involved many people and they offered unconditional support in celebrating our friendship. Through these events, we conveyed our gratitude to all the people of Serbia who have made efforts to strengthen relations with Japan, and confirmed the bonds of friendship.

Based on the long history of friendship between Japan and Serbia, the sharing of values in a wide range of fields, such as diplomacy, economics, culture, sports, education and regional development, have steadily progressed and that is truly significant.

It can also be said that the bilateral relationship has been underpinned by a common tradition of mutual respect and support – especially when Serbia was in a difficult situation after the 1990s and when Japan was hit by a major earthquake and tsunami in 2011, the spirit of mutual friendship was demonstrated. Japan will never forget the warm support and kind hearts of the Serbian people.

With this 140th anniversary of friendship as a new start for the further development and strengthening of bilateral relations, to bring them to a higher level, I and the Embassy of Japan would like to work together with all of you.

Serbian Prime Minister Brnabić stated recently that she has sent invitations to visit Serbia to the Prime Minister of Japan and members of the imperial family. Do plans exist to realise such a visit at the highest level?

Prime Minister Ana Brnabić met with Prime Minister Fumio Kishida during her last visit to Japan in September last year, on the occasion of the state funeral of late Prime Minister Shinzo Abe.

I was pleased to hear that, during the meeting, Prime Minister Brnabić expressed her intention to invite the imperial family to Serbia, recalling that our two countries’ friendship was established by the exchange

I would like to express my sincere appreciation to the central and local governments of Serbia for their continuous efforts aimed at improving the business environment in Serbia

of letters between Their Majesties Emperor Meiji and King Milan Obrenović in 1882.

We sincerely hope to realise such a royal visit in order to deepen the friendly relations between our two countries.

Japanese companies employ around 7,000 people in Serbia, mostly in agriculture, the auto industry and the IT sector. Given that the arrival

I am very pleased with the fact that, on the territory of the Western Balkans, the Initiative gave the most visible effect in Serbia, leading to a drastic increase in the presence of Japanese companies

of Japanese companies is dependent on recommendations from the government, what would you say about Serbia’s current investment climate? First of all, I would like to express my sincere appreciation to the central and local governments of Serbia for their continuous efforts aimed at improving the business environment in Serbia. There are three main reasons behind the acceleration of

Japanese companies’ investments in Serbia in recent years.

First is easy access to large markets in various regions like the EU, other European countries and Turkey, with free trade agreements or open economic access. Second is Serbia’s human resources, in terms of an excellent workforce at a reasonable cost. Third are the various forms of support and incentives from the central and local governments. Japan has also been taking various measures to promote Japanese companies’ investments in Serbia under the Western Balkans Cooperation Initiative announced by late Prime Minister Abe in 2018. Specifically, the Tax Convention between Japan

The bilateral relationship has been underpinned by a common tradition of mutual respect and support – especially when Serbia was in a difficult situation after the 1990s and when Japan was hit by a major earthquake and tsunami in 2011, the spirit of mutual friendship was demonstrated. Japan will never forget the warm support and kind hearts of the Serbian people

and Serbia entered into force in December 2021 and facilitates companies’ business activities in Serbia, while a JETRO Business Mission representing a variety of Japanese industries visited in October last year.

Although the outlook remains uncertain due to the pandemic and the situation in Ukraine, the Embassy will continue to work with JBAS (Japanese Business Alliance in Serbia) and JETRO (Japan External Trade Organization) to provide Japanese companies with precise and objective information on Serbia and to work with the Serbian authorities to further improve the investment environment in the country.

You pointed out during your recent visit to the Chamber of Commerce of Vojvodina that this province is particularly attractive to investors from Japan, due to its good geostrategic position and strong connections with other regions, as well as its good connectedness with the academic

community and the economy. Japanese companies in Vojvodina include Toyo Tires in Inđija and NIDEK in Novi Sad. Do you see opportunities for Japanese companies to invest in other parts of Serbia?

As you pointed out, large-scale investment by Japanese companies in AP Vojvodina has

continued in recent years. On the other hand, the Serbian Government has established 15 free zones – not only in Vojvodina, but also in many regions, and various foreign companies have been promoting business in these regions.

The Serbian Government has additionally been promoting infrastructure projects throughout the country, such as railways and highways, which will help to reduce regional gaps and further improve the investment environment.

Japan would like to continue working together with the Government of Serbia to promote new investments in various regions, with a view to the sustainable development of Serbia as a whole, including the promotion of human resources that represent any country’s core driving force.

Environmental protection has become a topic that’s of interest to an increasing number of Serbian citizens. What could you tell us about the Japanese-funded desulphurisation projects attheNikolaTeslaThermalPowerPlant and the installation of waste processing systems in Vinča? Are there plans to include Japanese companies in other environmental projects?

This year, the Flue Gas Desulphurisation Project financed by a Japanese Government yen loan will be completed at the Nikola Tesla Thermal Power Plant. Regarding the Waste Management Project in Vinča (public-private partnership), an “energy-from-waste” facility that represents the uniqueness of this project is scheduled to be fully operational this year. In addition, since last year, Japan has been working with UNDP on a project to support Serbia’s green transition and decarbonisation.

I think these line-ups of ecological approach show Japan’s serious consideration of environmental protection, which should be addressed not only by specific countries and regions, but also in cooperation on a global basis. Japan will therefore continue to contribute to the sustainable development of Serbia, in cooperation with Japanese companies, JICA (Japan International Cooperation Agency), international organisations and other partners, by providing its expertise, knowledge and technology.

Although the outlook remains uncertain due to the pandemic and the situation in Ukraine, the Embassy will continue to work with JBAS and JETRO to provide Japanese companies with precise and objective information on Serbia and to work with the Serbian authorities to further improve the investment environment in the country

On the occasion of PM Brnabić’s recent visit to Japan and her meeting with her Japanese counterpart PM Fumio Kishida, there was also discussion of Serbia’s stance with regard to the war in Ukraine and Belgrade’s decision not to impose sanctions against Moscow. As ambassador of a country that has joined the sanctions against Russia to the greatest extent, how do you view Serbian reservations over the introduction of such sanctions? During that Summit meeting held last September in Tokyo, Prime Minister Kishida stressed the importance of a united response from the international community towards the Russian invasion against Ukraine, which threatens the very foundations of the international order. At the same time, he appreciated Serbia’s efforts in standing with Ukraine, as in adopting relevant resolutions of the UN General Assembly condemning the Russian invasion, as well as extending assistance to Ukrainian evacuees.

I have personally spoken with officials of the Government of Serbia in order to share the importance of a coordinated response from the international community, including the introduction of sanctions against Russia. While Serbia is still not applying the sanctions against Russia, through a series of conversations with them I have come to understand that Serbia is well aware of the importance of such a united response of the international community, as mentioned by PM Kishida, and that it does not take Russia’s side on this matter at all.

With reference to Serbia’s support to Ukraine, I visited the reception centre for Ukrainian evacuees in Vranje, established by the Government of Serbia, and I witnessed that they were treated rather adequately and expressed thanks for the assistance from the Serbian side.

I think the importance remains in unifying our unwavering response against the Russian aggression to stop current tragedies in Ukraine.

An incident unprecedented in the more recent history of Japan occurred this summer, when former Prime Minister Shinzo Abe was assassinated in July 2022. What impact did that

murder have on Japanese society? Six months have already passed since the tragic assassination of former Prime Minister Abe on 8 th July last year. The unforgivable brutality of gunshot in the middle of an election campaign that is the foundation of democracy had a tremendous impact on Japanese society. His state funeral was attended by 700 delegates from approximately 218 countries, regions and international organisations, including Prime Minister Brnabić from Serbia. I would like to again express my gratitude to the Government of Serbia for its high respect to late former Prime Minister Abe. Through the state funeral, Japan responded to the condolences of other countries with courtesy and demonstrated its determination to protect freedom and democracy.

Mr Abe visited a total of 196 countries and regions during his tenure, which was

by Mr Abe, PM Kishida emphasised Japan’s intention to act proactively in the interests of the peace and stability of the world.

Following in the footsteps of Mr Abe, who laid the foundations for Japan’s diplomacy in the future, we will work hard to cooperate to achieve peace and prosperity of the international community, further strengthening the Japan-U.S. Alliance, cooperation with ASEAN, Europe and other like-minded countries. We will demonstrate, both nationally and internationally, our determination to firmly inherit and develop the diplomatic legacy cultivated by former Prime Minister Abe.

Could you tell us more about the effects of the “Western Balkans Cooperation Initiative”, which was launched in January 2018 by former PM Abe with the aim of supporting socioeconomic reforms in the Western Balkan countries that aspire to join the EU and promoting cooperation among those countries?

The “Western Balkans Cooperation Initiative” is the first diplomatic concept of Japan to clarify its support for the EU accession of the Western Balkan countries and the facilitation of their regional cooperation.

the most among previous prime ministers of Japan and developed the Japanese diplomatic concept “diplomacy that takes a panoramic perspective of the world map”. Mr Abe advocated a “Free and Open Indo-Pacific Strategy” and led the strengthening of security cooperation with such key countries as the United States, Australia and India. He shared fundamental values and strived to shape a free and open international order based on the rule of law. In order to carry on his diplomatic legacy, Prime Minister Kishida met with more than 30 foreign dignitaries, including Prime Minister Brnabić, both before and after his state funeral. Inheriting the diplomatic principles set forth

Under the scope of this Initiative, we promoted bilateral relations by realising high-level dialogues, extending development and social assistances, promoting Japanese companies’ investments and so on. I am very pleased with the fact that, on the territory of the Western Balkans, the Initiative gave the most visible effect in Serbia, leading to a drastic increase in the presence of Japanese companies in these years making high-quality investments in aligning with the concept of the Initiative.

The Initiative also promotes regional cooperation and cooperation with third parties, i.e., cooperation among Japan, the Western Balkans, the EU and its member states. For example, the Government of Japan organises seminars for experts on the common agenda of the Western Balkans, such as the prevention of natural disasters. I believe this provides all participating countries with effective and useful opportunities to strengthen their mutual relations.

We are also working with EU member

Following in the footsteps of Mr Abe, who laid the foundations for Japan’s diplomacy in the future, we will work hard to cooperate to achieve peace and prosperity of the international community, further strengthening the Japan-U.S. Alliance, cooperation with ASEAN, Europe and other likeminded countries

states on joint projects in the Western Balkans. In Serbia, we successfully completed the project to reconstruct the Centre for Returnees and Local People in Prokuplje last year, in cooperation with the Government of Germany. We are very happy to work together with EU member states interested in the further development of the Western Balkans, including Serbia.

It was announced recently that the Government of Japan will provide the country’s domestic economy with almost 270 billion dollars to help overcome the consequences of rising inflation and the impact on the national currency. Are you worried about concerns over a new global economic crisis?

Although the outlook remains uncertain, I don’t believe this is the first time such a situation has arisen. In any era, it is necessary to carefully gather and analyse information on the international and domestic situation, and to identify the issues that need to be addressed. Based on calm and precise analysis, it is important to take timely and steady measures with a broad, long-term perspective and in close international collaboration. We will continue to work this year with warm hearts and cool heads towards

“Friends in hard times are true friends.” During last year, marking the 140th anniversary of the friendship between Japan and Serbia, we made efforts to restore our ties that were almost broken apart by the pandemic, keeping these words of belief in our mind

sustainable development that also takes future generations into account.

The enduring friendship between Japan and Serbia is also reflected in the expression of mutual support during troubling times. You often mention the support shown for Japan by Serbia in the aftermath of the catastrophic earthquake of 2011, while Serbian citizens remember Japan’s support during the post-2000 years of economic hardship. You recently presented awards to members of the team responsible for maintaining the public transport buses that arrived in Belgrade as a donation from Ja -

pan almost 20 years ago. Have you ridden on those buses and are you satisfied with the positive effects of that donation?

“Friends in hard times are true friends.” During last year, marking the 140th anniversary of the friendship between Japan and Serbia, we made efforts to restore our ties that were almost broken apart by the pandemic, keeping these words of belief in our mind.

The “yellow buses” have been carefully maintained and continuously used by Serbian citizens for almost 20 years, and have become a symbol of friendship between our two countries. As our appreciation for such efforts, last year I decided to present awards to the engineer who has been involved in the maintenance of these buses for many years, in order to reconfirm our firm ties. As for economic cooperation, I feel that mutual trust can only be fostered through implementation based on a good understanding of the other party’s position and difficulties. On the other hand, efforts need to be exerted to maintain trust, and it is easy for it to break down without these efforts. Japan would therefore like to continue to maintain and deepen our trust with our strong efforts both this year and beyond. We should never leave our friends behind.

GORAN PEKEZ, President of the Japanese Business Alliance in Serbia (JBAS)

Rising Investment Interests

Thanks to the economic measures implemented by the Serbian Government over recent years, but also its incentive programme for attracting foreign investments in targeted sectors, Japanese companies have come to appreciate Serbia’s competitive advantages. Recent global developments have had a particular impact in terms of our need to shorten supply chains, but the experiences of Japanese companies already operating in Serbia clearly contributed to Serbia being chosen as an investment location”, says Goran Pekez, President of the Japanese Business Alliance in Serbia (JBAS).

Last year marked the 140th anniversary of the establishing of diplomatic relations between Japan and Serbia. When it comes to the economic area of cooperation, how much has it evolved over the last decade?

Both Japanese and Serbian businessmen will tell you that the 2018 visit of then Japanese Prime minister Shinzo Abe was a very important milestone. While interest among Japanese companies was growing well before that, the fact is that PM Abe was accompanied by a very influential delegation of the largest Japanese companies visiting Serbia for the first time.

The success stories of our members and interest in cooperating with Japan among local companies are important incentives for new investments and the expansion of cooperation. Developments in this field are fast-paced and it is JBAS’s duty to be in the driving seat

INVESTMENTS FOCUS OPPORTUNITY

We are now witnessing a new trend of hightech, strategic projects in our country that’s worth billions of euros, which has placed Serbia directly in the centre of top global investment destinations

They were jointly hosted by JBAS, JETRO, the Chamber of Commerce & Industry of Serbia and Serbian institutions at a major conference. Furthermore, thanks to the economic measures implemented by the Serbian Government over recent years, but also its incentive programme for attracting foreign investments in targeted sectors, Japanese companies have come to appreciate Serbia’s competitive advantages. Recent global developments have had a particular impact in terms of our need to shorten supply chains, but the experiences of Japanese companies already operating in Serbia clearly contributed to Serbia being chosen as an investment location.

Japanese Ambassador to Serbia H.E. Takahiko Katsumata has said that said Serbia’s geographical position and educated workforce, but also the strong support to Japanese companies provided by the Government of Serbia, represent important factors when it comes to advancing Japanese-Serbian economic and trade cooperation. What does JBAS single out as the main factors that could attract future Japanese investors? Those factors clearly represent the basis for future growth too. For our part, in joint efforts with the Government of the Republic of Serbia, the Embassy of Japan and JBAS’s industrial committees, the Serbian market’s conditions for investing are improving every day. The success stories of our members and interest in cooperating with Japan among local companies are important incentives for new investments and the expansion of cooperation. Developments in this field are fast-paced and it is JBAS’s duty to be in the driving seat.

JBAS plays an important role as an advisor to new Japanese investors arriving in Serbia. We heard recently that the level of Japanese investment in Serbia has now reached approximately

Our focus will remain on searching for opportunities to advance the business operations of Japanese investors already present on the Serbian market

Having in mind the trend of increasing prices of agricultural products, attracting such high-tech investors can represent an opportunity that Serbia shouldn’t miss

Nidec electric motors made in Serbia will be installed in the latest generation vehicles and products. The newly opened Toyo Tires factory includes a solar energy plant designed to eliminate 200,000 tons of CO2 over its working life. Japanese companies are long-term investors that have come to Serbia for strategic reasons

300 million dollars. How good is that result and how can you raise the bar? Until a few years ago, Japanese companies included their investments in a wider map of their European operations. We are now witnessing a new trend of high-tech, strategic projects in our country that’s worth billions of euros, which has placed Serbia directly in the centre of top global investment destinations. The Serbian public is now becoming increasingly aware of the added value of Japanese flagship investments. Nidec electric motors made in Serbia will be installed in the latest generation vehicles and products. The newly opened Toyo Tires factory includes a solar energy plant

designed to eliminate 200,000 tons of CO2 over its working life. Japanese companies are long-term investors that have come to Serbia for strategic reasons. Many of them have been operating here for more than 20 years and managed to prove that well-organised agricultural production in Europe without government subsidies is possible. Having in mind the trend of increasing

prices of agricultural products, attracting such high-tech investors can represent an opportunity that Serbia shouldn’t miss.

On the occasion of the national holiday of Japan, the Emperor’s birthday, JBAS was presented with a special award for outstanding achievements in strengthening ties between Japan and Serbia. What do you see as being the most important future directions of JBAS’s activities?

Working with the Embassy of Japan and H.E. Ambassador Katsumata is one of the key factors in expanding bilateral cooperation with Japan in the period ahead. Our focus will remain on searching for opportunities to advance the business operations of Japanese investors already present on the Serbian market. In addition, we will support business missions and inquiries from potential new Japanese investors. Another new project on the horizon is Expo 2025, where we hope that Serbia will receive a fair share of attention for its investment offer and we will duly support that effort.

With the generous support of the Government of Japan, UNDP recently launched implementation of the project “Real Green Transition and Decarbonization in Serbia”. What role does JBAS play in the implementation of this project?

T op economic development goals set by the EU – such as being climate-neutral, the green economy, fit for the digital age, rural development and highly developed and regulated digital services – have topped the agenda in Japan for decades already. Serbia and Serbian companies can learn and benefit significantly from the further improvement of cooperation with Japan. This is why JBAS strongly supported promotions and applications for this important project of UNDP and Japan.

How do you coordinate your work with the Japanese institutions that support trade cooperation and exchange?

We highly appreciate and respect the work of all chambers and associations in both Serbia and Japan. As for later, JETRO and JICA are among our honorary members, while JBAS is the official reference for Serbia from the Japanese Chamber of Commerce and Industry. Cooperation with these institutions

is necessary, because our members operate together on the Serbian market and we both share its good practices while also facing the same obstacles to doing business. Together we can do more to improve capacities to build a competitive economy and improve the regulatory framework, which will have a positive impact on industry and the Serbian economy in general.

How do you see the rest of 2023 unfolding? How concerned and optimistic are you considering the current economic situation?

JBAS member companies share global optimism that the Serbian economy will resume its positive trends in the coming period. We also fully support Serbia’s efforts to join the EU, in the hope that those efforts will advance further. The outcome of these changes is expected to improve legislation, the environment, conditions for doing business and, ultimately, quality of life.

Another new project on the horizon is Expo 2025, where we hope that Serbia will receive a fair share of attention for its investment offer and we will duly support that effort

Investment In People

TATSURO MASUDA, First Secretary of the Embassy of Japan

Under the leadership of Prime Minister

Fumio Kishida, Japan is implementing various policies aimed not only at overcoming the difficult circumstances arising from global challenges in the short term, but also to strengthen efforts related to its national growth strategy known as “New Capitalism”

The foundation of the “New Capitalism” promoted by Japan is a diverse society in which everyone can feel a sense of fulfilment in life. We spoke with Tatsuro Masuda, First Secretary of the Embassy of Japan, about the specific characteristics of this initiative and the challenges currently confronting the Japanese economy.

How well has Japan’s economy been responding to global threats since the outbreak of the COVID-19 pandemic? We are living in difficult times. In addition to international challenges like the pandemic, Russia’s aggression against Ukraine and climate change, Japan is simultaneously facing difficult social challenges at home, such as soaring import resource prices in the midst of a still fragile recovery, declining and ageing populations, as well as potential growth stagnation.

Japan has been proceeding with various policies under PM Kishida, not in order to

simply overcome these difficult circumstances from a short-term perspective, but also to position efforts to solve these social issues within our growth strategy over the medium and long term. Specifically, Japan is promoting initiatives to activate the “New Form of Capitalism” in order to make economic and social structures more resilient and sustainable, by implementing prioritised investments through public-private collaboration and regulatory and institutional reforms in a systematic manner.

What does the near future hold in terms of economic growth and job creation?

The “New Form of Capitalism” announced by PM Kishida is an initiative to realise a ‘virtuous cycle of growth and distribution’, whereby the public and private sectors work together to achieve economic growth and distribute the fruits of that growth appropriately, and lead to the next stage of

economic growth. The core investment areas of this initiative are science and technology/ innovation, start-ups, green transformation (GX) and digital transformation (DX), with the aim of expanding economic growth and high-quality employment through investment in growth sectors. In addition to new job creation, Japan is also promoting the enabling of workers to upgrade their skills and move into growth sectors through “investment in people”, to accumulate human capital by investing in vocational training, lifelong education etc.

Japan has a lower inflation rate than Europe and the United States. What are your country’s major sources of price stability?

It is said that the recent global inflation has been caused by a rapid rise in prices of commodities, including energy and grain, triggered by Russia’s invasion of Ukraine, supply-side constraints that have arisen

during the course of recovery from the pandemic, and the tightening of labour market conditions.

It has been pointed out that one of the reasons behind the lower inflation in Japan is the mindset and behaviour of Japanese people, based on the assumption that prices will not increase easily, which have become deeply entrenched because of the experience of prolonged deflation. In particular, service prices are seen as being less likely to rise because wages are not rising, and labour costs have not increased. In view of these circumstances, the central bank of Japan aims to achieve the price stability target of two per cent in a sustainable and stable manner, accompanied by wage increases.

Prime Minister Kishida has placed the economic empowerment of women at the core of his so-called “New Capitalism” agenda. How represented are women in the Japanese labour force and in the management structures of large companies?

The share of women in the total workforce was about 45% in 2021, and the number of female executives in listed companies has a growth tendency, but still only accounted for less than 10% of all executives as of July 2022. In addition, Japan is ranked 116th of 146 countries according to the Global Gender Gap Index published by the World Economic Forum last year, so Japan needs to further accelerate its gender equality efforts. The foundation of the New Capitalism is a diverse society in which everyone can feel a sense of fulfilment in life. We hope to build a society in which people in various situations can realise their own dreams, regardless of their gender, and in which the percentage of women – as you have asked – is not even a topic of discussion.

According to Bloomberg’s latest survey on Foreign Direct Investment (FDI), Japan’s advantages are to be found in its business-friendly policies, strong talent and high productivity – particularly when it comes to technology and advanced manufacturing. How do you maintain such quality despite an ageing population?

As I mentioned, we aim to build a diverse

society in which everyone can feel a sense of fulfilment in life and in which elderly people are also major players in society. It is expected that the experience, knowledge and wisdom of elderly people can be fully utilised in accordance with their wishes and motivation. Furthermore, I believe that various knowledge and experiences can be combined by providing reskilling opportunities, and this will lead to the creation of a

I won’t repeat it. All I can say is that there is a firm friendly relationship between Japan and Serbia, which was built up by our predecessors over many years, and that Serbia has great potential and job satisfaction for many Japanese companies. I strongly believe that we try to take on new challenges together with the people of Serbia, while looking ahead to the new era, and this will lead to a further deepening of

The Embassy of Japan will continue working with JETRO and JBAS to provide precise and objective information on the political and economic situation in the region and to encourage high quality investments by Japanese companies

positive environment for innovation. World Expo Osaka, Kansai, Japan will be held in 2025 and will provide a great opportunity to bring hope for the future through new technology. We look forward to witnessing cutting-edge technology from around the world at this Expo in Japan.

We have recently witnessed the arrivals in Serbia of some of very advanced Japanese companies. What attracts them to our country?

Ambassador Katsumata has already answered this question on various occasions, so

our friendly relations. It is for this purpose that I would like to underline that political and economic stability – not only in Serbia, but across the entire region – is extremely important for the further development of our relations.

How do you estimate the potential for new Japanese investments in the region?

Following recent large-scale investments in Serbia by Japanese companies, such as TOYO TIRES and the Nidec Corporation, ever-more Japanese companies are becoming interested in Serbia. In October last year, 14 Japanese companies from various sectors visited Serbia as part of a JETRO business mission and had the opportunity to meet President Vučić, PM Brnabić and other relevant, high-ranking officials, which further boosted interest in the region. The Embassy of Japan will continue working with JETRO and JBAS to provide precise and objective information on the political and economic situation in the region and to encourage high quality investments by Japanese companies.

LINAS LIBIKAS, JTI General Manager for the Western Balkans

Stability, Transparency And Predictability More Needed Than Ever

The increase in foreign investments in Serbia over the last few years is a clear sign that multinational companies recognise Serbia as a stable and secure country. This trend is positive thanks to Serbia’s position and economic conditions, as well as the country’s links to important markets

which have led to a significant disruption in global supply chains. Market instability, a lack of raw materials and rising energy prices clearly indicated that this is the right time for us to redefine our plans, become more flexible and strengthen partnership relations,” says Mr Libikas.

“In order to continue the uninterrupted supply of our products – not only on the Serbian market, but also across the Western Balkan region, we installed a new production line at our Senta factory, announcing the launch of a five-year investment cycle worth 51 million euros.”

For which markets is this production intended?

At a time when everyone is thinking about the crisis, JT International has once again invested in production. This prompted us to ask Linas Libikas, JTI General Manager for the Western Balkans, to reflect on the company’s expectations when it entered into this venture and the current developments in which it operates today.

“We live and do business at a time that contains a lot of unknowns – that’s why it is important that we always try to be a step ahead, to anticipate and then adapt to different situations in the best

Our investments will contribute to increasing our factory’s export potential, which will have a direct impact on Serbia’s positive foreign trade balance. They will also create new job opportunities

possible way. The previous year has brought numerous challenges for the whole economy; conflicts in Ukraine, as well as the ongoing COVID-19 pandemic, all of

In addition to the production line, which will double our capacities, the investment cycle will include the construction of two modern cigarette and tobacco warehouses that cover an area of more than 2,000m2. This investment will contribute to increasing our factory’s export potential, which will impact directly on Serbia’s positive foreign trade balance. Due to the expansion of capacities, we’ll have ten new job openings that will contribute to another important field of our business: increasing employment in the local environment. Having in mind the fact that we export our products to the markets of Montenegro, Bosnia-Herzegovina, North Macedonia, Albania and Georgia, as well

Copyrights Georg Wilke

as the EU, we expect the production increase to lead to exceeding last year’s results, when we reached a record in the number of exports and realised a surplus.

Bearing in mind that these are the type of investments we did not have in the previous decade, this is a great success for us, and we look forward to the period ahead.

You announced that part of the investment will be dedicated to construction of the Development Centre. Can you tell us more about that? Will this new centre rely on Serbia’s academic capacities?

That’s right –part of the investment cycle will be dedicated to the construction of the Development Centre, within which we will develop unique modular and flexible machines for the production and packaging of cigarettes over the next two years. These machines will be exceptional, not only in Serbia, but across the whole JTI system worldwide, and the modernisation will have a great effect on increasing the efficiency and speed of work.

One thing that makes Serbia distinct are its hardworking and talented professionals who are eager to progress and improve. They form the core of every company, as the most valuable resource, which should be nurtured by investing in their constant development. Accordingly, this investment cycle will not be an exception and will open the door for ambitious people who want to develop and advance professionally, and they will always be welcome at JTI.

How do you rate the investment climate in Serbia?

In these challenging times, in which global changes have a huge impact on local economies, the need for stability, transparency, predictability and the consistent application of high-quality regulations is greater than ever.

The increase in foreign investments in Serbia over the last few years is a clear sign that multinational companies recognise Serbia as a stable and secure country. This trend is positive thanks to Serbia’s

position and economic conditions, as well as the country’s links to important markets.

Serbia has also had one of the largest inflows of Japanese foreign investments in the region, which exceeded 300 million dollars in 2022 alone. Looking at all the business potentials of our market, companies coming from Japan bring additional value – technological knowhow and new technologies, thereby providing a significant contribution to the development of the economy, but also to technological development.

How do you, as a company, tackle the issue of labour shortages, which is becoming characteristic of Serbia?

It is a fact that the many challenges worldwide, especially the COVID-19 pandemic, have influenced changes on the labour market, and thus led to increasing labour shortage – not only in Serbia, but also around the world. Changes in the way of working and the suspension of numerous activities are just some of the reasons young people are more often opting to work abroad.

At JTI, people really do come first – we are aware that employees are the most important segment of our company and that they are the most influential source of our competitive advantage. It is for this very reason that we invest constantly in the development of our incentivising system of promotions and rewards, private healthcare – not only for employees, but for their closest family members – and we also offer employees the chance to learn more and develop abroad, which is an additional motivational factor for them.

To what extent do innovations at the company demand the improvement of employees’ knowledge, and how do you meet these needs?

As a company, we firmly believe that investing in our people is the true path to success, and that employee satisfaction is of outmost importance.

Year after year, we establish ambitious goals in this area, striving to provide employees with growth and development opportunities at all levels and to elevate the standard of people management practices. Growth and development are not exclusively related to external training and development, but also to following new business trends and introducing modern tools and work systems, which help our colleagues to more easily perform everyday tasks.

That’s why we are the winner of the prestigious Top Employer certificate for the eighth consecutive year, which is awarded to companies that demonstrate an excellent performance in terms of offering the best working conditions for their employees and fostering the development of talent at all levels.

One thing that makes Serbia distinct are its hardworking and talented professionals who are eager to progress and improve. Ambitious people who want to develop and advance professionally will always be welcome at JTI

Copyrights Georg Wilke

MILENA ARGIROVIĆ, MD, Country Head for Serbia, Montenegro, Albania, North Macedonia and Kosovo at Takeda

We Use Data And Digital To Improve Patients´ Lives And Create Better Society

Last year was a very important one for Takeda in Serbia. It was a year ago that Takeda commemorated 10 years of operations in Serbia, 240 years of providing healthcare globally and, importantly, we celebrated an unbelievable 140 years of friendly diplomatic relations between Japan and Serbia

with our stakeholders from all over the world, including the Serbian Government and the Embassy of Japan to Serbia, and discuss where and how we want to together support Serbian healthcare in the future. We continue focusing on areas with the highest unmet needs, where we bring transformative products and services that add value to patients in need and the healthcare system as a whole.

You strive to ensure that your unique products and solutions reach patients in our region at the same time as they become available in EU countries, or only shortly afterwards. You really change people’s lives, restoring a sense of hope and dignity to many patients?

By bringing innovations to Serbia, Takeda not only provides products, but also establishes scientific and clinical centres of excellence that can support patients from all over the region. Nothing would be possible without working tirelessly and continuously with the different stakeholders – including policymakers ~ Milena Argirović

The pharmaceutical industry has been among the fastest growing branches of the economy for decades already, thanks largely to innovations. Did the last year provide you with an extra boost; what did last year bring?

It was really a special year. We had time to reflect on what we have achieved, to sit

I would be even bolder here and state that in past years we brought innovations to Serbia not shortly afterwards, but even shortly before the EU! In every step we take, we strive to understand all the possibilities for our patients and to turn challenges into opportunities. In some therapy areas we ensured therapies for patients in need at the same time as those therapies became available in the U.S. and even before they were available in the EU. We are very proud that Serbia is also one of the first countries in Europe where patients have access to the first ever approved stem cell therapy.

Nothing would be possible without working tirelessly and continuously with different stakeholders – including

policymakers – because science, and especially medicine, is developing very fast. Therefore, in order to leverage the fast development of science, we have to be very agile with regulatory changes. This is something that we are constantly working on together with the Government. We cooperate closely together to identify various unmet needs of patients and effectively address them through regulatory change.

The future dream is not only to adopt changes that will support the needs of innovation, but to bring together scientists, academia, and industry in continuous collaboration and to be bold in implementing changes to regulations that will even precede the development of science.

And, more importantly, existing regulations, as well as new ones, have to be followed strictly, especially in the field of healthcare, because predictability and sustainability are critical conditions for companies like Takeda to stat considering an even stronger presence in Serbia.

A passion for innovation represents an indivisible area of your operations, whether that relates to new medicines and products, or the quest to find the best digital solution for a particular healthcare system. How far has Serbia advanced in this regard?

As a company that has been dedicated to improving patients’ lives for the last 240 years, we strive to provide value beyond medicines. As of last year, we established a regular “Open door” event where our teams dedicate time to listen to representatives of patient organisations and understand their challenges. Based on that, we create unique programmes that support patients and their families in every therapy area where we are present. Many of these programmes include, but are not limited to digital services.

During the last year we initiated two very important projects in close collaboration with the National Institute for Molecular Genetics and Genetic Engineering and the National Institute for Artificial Intelligence. We are very proud that we are able to support research and development in

these centres with cutting-edge projects: one of them includes utilisation of optimisation of diagnosis of rare diseases using AI (artificial intelligence) tools and second is related to personalisation of IBD treatments or precise medicine, through pharmacogenomics, again using AI. These projects are aligned with the strategic direction of Serbian science focused on biotech development and we are proudly partnering for the future with Bio4, the

most important and most ambitious scientific project in Serbia.

Despite being considered as belonging to the distant future, you have nonetheless already started implementing telemedicine in the public healthcare system. What have experiences been like for the patients and doctors who have felt the benefits of remote therapy?

Telemedicine has been our signature project for the last two years that we have implemented it in the public healthcare system. It is constantly evolving on the basis of continuous feedback from both doctors and patients.

Beyond the obvious and anticipated benefits for the patients and physicians, as well as tremendous cost-savings for the healthcare system, telemedicine has even more aspects. One of them is environmental protection, since that has significantly reduced unnecessary travel for patients and their families. This impact was carefully analysed and calculated by our team and the project was recognised within the scope of the initiative “Green Transition and Decarbonisation in Serbia” by UNDP, in cooperation with the Ministry of Mining and Energy and the Ministry of Environmental Protection. As part of this recognition, additional support was granted and, thanks to that, telemedicine is now being expanded to seven major clinical and hospital centres across the country.

RESPECTING DIVERSITY TO MANAGE WORK COMPLEXITY

To conclude, I have to stress that none of the aforementioned successes would have been possible without my amazing team, which takes a passionate and authentic approach to each and every project. At Takeda, one of our strategic priorities is diversity, equity and inclusion, but not only in the “traditional” sense of gender and/or racial equality. We go beyond by providing all individuals with the possibility to be different and bring their authentic self, to express their opinion and feel free to speak up, without being afraid of making mistakes. It is particularly important to our team that is led from Belgrade, but includes employees from five other neighbouring countries, with different cultures, languages, religions etc. I strongly believe that this “freedom” and inclusive culture enables people to grow and be courageous and bold in bringing their best in order to ensure better health for patients and brighter future for people.

MASAHIRO UEKI, Chief Representative, JICA Balkan Office

Many New Opportunities For Cooperation

JICA’s cooperation in Serbia will continue based on the Initiative and Country Assistance Policy, while the priority sectors for cooperation will remain private sector development and environmental protection

JICA is an incorporated administrative agency established on the basis of Japanese law and responsible for administering Japan’s Official Development Assistance (ODA). As one of the world’s largest comprehensive bilateral development assistance agencies, JICA is implementing cooperation in 139 countries and regions around the world, including the Western Balkans. This cooperation includes the ODA loan scheme, with 12 billion USD allocated annually, as well as Technical Cooperation and Grant Aid, with an annual budget of 2.4 billion USD.

“For Western Balkan countries, which are on the path of accession to the EU, 2022 was a year of noticeable progress. In July, Albania and North Macedonia officially started accession negotiations, while in December Bosnia-Herzegovina obtained candidate country status. Furthermore, a new cabinet was inaugurated in Serbia last October and Prime Minister Brnabić stated that EU accession was one of the country’s main priorities. Based on these facts, we recognise that the opportunity to achieve EU accession is increasing,” says Masahiro Ueki, Chief Representative of the JICA Balkan Office.

As a cooperation strategy of the Government of Japan towards the Western Balkans, previous Japanese Prime Minister Abe launched the “Western Balkans Cooperation Initiative” in January 2018. This initiative aims to support socioeconomic reforms towards EU accession and promote cooperation among the Western Balkan countries. As an agency of the Japanese government, JICA also leads the cooperation that is aligned with this Initiative. “JICA’s cooperation therefore also supports the Western Balkans’ EU accession and we can say that now is the right moment for us to cooperate for the Western Balkans,” says our interlocutor.

How do you approach green transition in the region and what are your major projects in Serbia in that area?

The aforementioned Initiative raises environmental protection as one of the cooperation areas. Moreover, in the “Country Assistance Policy for Serbia”, the Ministry of Foreign Affairs of Japan lists the environmental sector as the priority area of cooperation. Cooperation in the environmental sector, including green transition, is therefore also one of the very important pillars for JICA.

I can give an example from Serbia. As one green transition measure, renewable energy, such as wind and solar power, have been introduced worldwide. However, as power generation from renewable sources depends on the climate and time, and fluctuates so much, it is difficult to generate enough power to meet the demand. In Japan, more renewable energy has been generated, and the power grid is planned and in operation

IMPACT START-UPS KNOWLEDGE

to be able to maintain its overall efficiency and reliability even if the power grid accepts renewable energy. If this kind of technology, knowledge and experience is shared in Serbia, which is planning to introduce more renewable energy, it would contribute to the overall improvement of power supply reliability and also the future realisation of a decarbonised society. In this regard, JICA has invited 10 engineers from Serbian public enterprises EMS and EPS to visit Japan for one month from January this year. During their stay in Japan, they will visit Japan’s electric power company and transmission company to learn about the latest power grid planning theory and the facility’s operational method, and also to devise an action plan to incorporate the knowledge gaind into their efforts to include more renewable energy in the future. This type of programme doesn’t imply mimicking Japanese example, but rather jointly creating an action plan that’s applicable in Serbia. We therefore call this type of programme a Knowledge Co-Creation Programme (KCCP).

Which other areas of intervention are in your focus?

According to Japan’s Country Assistance Policy for Serbia, private sector development has been recognised as another priority area of cooperation. Most efforts have been exerted in the promotion of small and medium-sized enterprises (SMEs) and tourism. JICA and RAS (the Development Agency of Serbia) have been collaborating for over 15 years in establishing a mentoring service based on the Japanese model, in which mentors and managers of SMEs jointly diagnose problems and work on the improvement of operations. At this moment, JICA has been supporting the introduction of mentoring services to neighbouring countries and RAS has been participating in the project by generously sharing its achievements in the mentoring field. This kind of promotion of cooperation among

the Western Balkan countries is one of the goals of the Initiative. JICA considers RAS a long-term reliable partner.

Furthermore, a new project in the development of the private sector is the Project NINJA (Next INnovation with JApan). This acronym is symbolic and easy to relate to cooperation with Japan. JICA last year selected seven start-up companies from Serbia, which received a mentoring service and management capacity building from Japanese companies during the acceleration programme phase over the following three months. At the pitch event, to be held in

Grant Aid scheme. Not long after the Balkan Office was established, market-oriented economy and environmental protection were recognised as important sectors requiring assistance, and JICA started cooperating in those sectors. This change actually leads to the fact that private sector development and environmental protection are the main pillars of cooperation in the current Country Assistance Policy for Serbia. Around this period, JICA began changing its activities by monitoring the situation and needs of Serbia.

early February this year, each start-up will present their business plan to Japanese investors. We expect Project NINJA to lead Serbian start-ups to get interested in Japan and Asia as their future business markets.

How has the engagement of JICA in Serbia changed over years and where do you see the greatest impact of the work of JICA in Serbia?

The turning point for JICA was the opening of its Balkan Office in Belgrade in October 2006. The gap between JICA and Serbian government institutions has narrowed ever since, and the efficiency of work has improved significantly. Interestingly, JICA’s cooperation in Serbia prior to that was focused on the restoration and reconstruction of socioeconomic infrastructure. One example is the donation of “yellow buses” through the

The biggest impact of JICA’s activities in Serbia is reflected in the establishment of a relationship of mutual trust between Japan and Serbia. If we take KCCP as an example, more than 800 officials from Serbian public institutions have participated in KCCPs in Japan. For those people who visited Japan from Serbia, KCCP brought not only a learning experience regarding Japan’s superb technology, but also an opportunity to experience the Japanese culture and lifestyle. Former KCCP participants, after returning to Serbia, have continued to support JICA’s activities all around the country. Moreover, these former KCCP participants have established an alumni association in Serbia, through which they disseminate the knowledge gained during their KCCP, but also promote Japanese culture. These activities are highly valuable for JICA. Not to forget that Serbia generously supported Japan after an earthquake that hit the country in 2011. Relations of mutual trust between our two countries have been strengthened at individual, institutional and cross-national levels, and JICA is proud to have contributed to this.

Where do you see potential to develop your activities in Serbia over the long run?

JICA’s cooperation in Serbia will continue based on the Initiative and Country Assistance Policy, while the priority sectors for cooperation will remain private sector

JICA’s volunteers have been warmly welcomed by their host institutions, colleagues and citizens, who make them feel at home. If you happen to see our volunteers somewhere, try to speak to them in Serbian

The greatest impact of JICA’s activities in Serbia is reflected in the establishment of relations of mutual trust between Japan and Serbia

We expect Project NINJA to lead Serbian start-ups to get interested in Japan and Asia as their future business markets

The JICA Programme for Japanese studies offers the opportunity for future leaders at leading universities to learn about Japan's modernisation and development experiences

development and environmental protection. Regarding public sector development, JICA has been conducting a survey of current conditions in the tourism sector in the Western Balkans. The tourism sector was hit hard by the pandemic and was followed by the changing behaviour of tourists compared to the time prior to the outbreak. It is therefore obvious that government policies in the tourism sector and business models also need to change accordingly. In Japan, during the peak of the pandemic, overseas travel was restricted and our government introduced subsidised costs for domestic travel. There were even times when the number of infected people was low and domestic tourism was thriving. Many people realised that they could still enjoy travelling in the country, without travelling abroad. Maybe something similar happens here as well, and people from the Western Balkans might realise that they can enjoy travelling around the region. Having these points in mind, JICA will consider the needs of the tourism sector and the cooperation JICA can implement. Our government received a request from the Serbian Government last summer to dispatch a Japanese expert on the promotion of tourism and now our government is processing this request. If this request is adopted, our government will instruct us to dispatch an expert. In this case, we will reflect the results of the mentioned survey in this expert’s terms of reference and launch the procedure to secure the expert.

The JICA Balkan Office and the University of Belgrade recently established the “JICA Chair” Programme at the University. What are your expectations of that programme?

Japan is the very first country and still one of the very few countries to have modernised from a non-Western background. Based on this recognition, JICA started the “JICA Chair (JICA Programme for Japanese studies)” in 2020, in order to offer an opportunity for future leaders at leading universities to learn about Japan’s modernisation and development experiences, which differ from those of Western countries. A JICA Chair has so far been introduced to leading universities in 62 countries, including the University of Belgrade.

The JICA Chair in Serbia was established in March 2022, as one of the events marking the 140th anniversary of friendship between Japan and Serbia, and also as a joint programme with the University of Belgrade. Four lectures have to date been held on topics related to diplomacy, education, the position of Japan in Asia and philosophers of the Meiji era. Moreover, in June 2022, JICA donated 64 books on Japan to the Faculty of Philology and, recently, DVD material with lectures on Japanese modernisation with subtitles in Serbian. JICA hopes that future leaders will contribute to the development of Serbia and the further strengthening of bilateral relations between our two countries.

The JICA Volunteer programme is again active in Serbia. How many of your volunteers are in Serbia today and where are they placed?

Since 2009, when the volunteer programme started in Serbia, 34 Japanese volunteers have been dispatched to Serbia. When the pandemic broke out in March 2020, JICA asked all volunteers dispatched worldwide to return to Japan and, unfortunately, all volunteers also had to leave Serbia. However, in December 2020, when the situation

with COVID-19 stabilised for a while, some volunteers started returning to Serbia, so Serbia again welcomed JICA volunteers. As of January 2023, seven volunteers have been engaged in activities in Serbia. Based on the request from the Serbian government, we plan to increase the number of incoming volunteers in the coming period.

There is currently one volunteer in the capital city of Belgrade, while all others are dispatched across the country – from Novi Sad in the north to Niš in the south. The activities that they are mainly focused on include support to persons with disabilities, martial arts, rural development (food production, tourism, disaster risk reduction etc.). All of them have experience from Japan in their respective fields and came to contribute to Serbia with their knowledge and experience. Since the volunteers work at public institutions, educational institutions and NGOs, they are also making efforts to learn Serbian, as they are working alongside their Serbian colleagues. JICA’s volunteers have been warmly welcomed by their host institutions, colleagues and citizens, who make them feel at home. If you happen to see our volunteers somewhere, try to speak to them in Serbian.

The turning point for JICA was the opening of the Balkan Office in Belgrade in October 2006. The gap between JICA and Serbian government institutions has narrowed ever since, and the efficiency of work has improved significantly

SENKA ALEKSIĆ, Executive Director, Shared Mobility d.o.o.

How KINTO Join And KINTO Ride Protect The Planet

Shared Mobility is part of the start of the transformation of the automotive industry as a whole and the new mobility industry. Founded in 2020 as a start-up called Faxi, it was acquired by Toyota Financial Services UK for the purposes of its KINTO brand

Shared Mobility’s executive director Senka Aleksić reveals how this Niš-based company will utilise technology to influence the behaviour of drivers and people who travel in order to reduce the number of cars on the streets on a daily basis, as well as how the future of transportation should look.

We would like to wish you a happy birthday and lots of success, and to ask you to tell us something about your company...

Alongside the two brands that it owns, in TOYOTA and LEXUS, over the next three years Toyota will also transition to a third brand, KINTO, with which it will enter the newly emerging area of MaaS (Mobility as a Service) and shift from being a car manufacturer to a provider of mobility, transitioning from an ownership model to a user model.

We are currently working on two in-house applications, Kinto Join and Kinto Ride (in IOS, Android and Web versions), and our ambition is to become Toyota’s Tech Hub and to take over the development of other applications from the KINTO ecosystem. Apps are made according to the B2B model, so we make applications for partner companies that then distribute them further.

You have spent the past three years working committedly to develop technology that protects the environment while making traffic safer and the society we live in more sustainable. What kind of technology is this? This is patented technology that enables us, in a healthy way, to change people’s habits towards sharing transportation, i.e., we provide companies with the possibility to prevent their employees from cheating and actually reward them when they share transportation. All shared journeys

Sitting alone in a car and driving to work is a luxury and a habit. However, that “freedom” comes at a cost when you realise that thousands of others from your area are doing the same

are verified by a combination of GPS and Bluetooth systems on the actual devices. The more people we manage to “accommodate” in the fewest possible vehicles, the less harmful gases (CO2 and NOx) are emitted into the atmosphere. The system is also smart enough that it recommends people who are going to the same place as clients, with whom they can travel together.

What does it really mean when you say that “through the KINTO Join and Ride applications you promote carpooling and ride hailing, as the

most suitable form of transport for modern man in the digital society”?

At KINTO Join we’re fighting to free man from the jaws of his own “freedoms”, which unconsciously enslave him. Sitting alone in a car and driving to work is a luxury and a habit. However, that “freedom” comes at a cost when you realise that thousands of others from your area are doing the same. Then you are all free to get stuck in congestion and idle on the road while spending your own money and releasing toxic gases into the atmosphere.

What if we can influence the behaviour of drivers and people travelling to work or school with the help of technology? What if we succeed in halving the number of cars on the streets during the course of a day by educating and motivating people to share rides or go by bike or on foot? As Werner Herzog said, “The world reveals itself to those who travel on foot”. That is the goal of the KINTO Join team.

KINTO Ride essentially has the same aim: to solve mobility problems with the help of advanced technologies. Imagine being able, with the help of an app, to reserve a ride for your child and send him to a language class, karate practice or any other activity, in complete safety, and without having to get in the car and drive him... That’s a huge saving in terms of energy and time for the parent and means fewer cars on the streets. That idea has also been extended to encompass more target groups and really functions well on several European markets.

Monozukuri Is The Key To Sustainable Manufacturing

By applying the principle of Monozukuri, Japanese companies create products that are not only functional, efficient and reliable, but also aesthetically pleasing, timeless and, most importantly, durable and sustainable. One of the best examples is the electronics giant Epson. Although Japan is one of the most technologically advanced countries on the planet, tradition is woven into every part of modern business. Connoisseurs of Japan are familiar with the Monozukuri principle, known as the “art and science of manufacturing”, which for centuries has been the core of all craft production, and often the guiding idea for modern techniques. The name itself consists of two Japanese words, “mono”, the object that is made, and “zukuri”, the act of making it. The Monozukuri concept focuses both on tools for continuous improvement of production and on the culture of making, and throughout history it has been associated with a work ethic based on broad knowledge, many skills and a deep passion for achieving perfection. All of this is accompanied by pride in an achievement, a sense of responsibility and a deep respect for the materials used.

As the Japanese first focus on the longterm vision, and only then on the short-term results, Japanese companies are strongly committed to sustainable development, adhering to the old principles of manufacturing and its contribution to society. Whether it is cars or electronics, this country is synonymous with quality, and commitment to this is reflected in every product made in Japan.

MONOZUKURI RESTS ON THREE PILLARS

We live in an era where companies’ attitudes towards social and environmental issues, from global warming to plastic pollution and human rights, are being tested on a daily basis, and now we expect initiatives for environmental and social sustainability, and a contribution to environmental social corporate governance (ESG).

In manufacturing, the Monozukuri concept dictates that great care should be taken in the use of resources, so as not to be wasteful. Everything should be in harmony

with nature and be beneficial to society, while maintaining a balance between manufacturing, resources and society.

Monozukuri rests on three pillars, each of which exists to achieve the least expensive, most sustainable processes while accelerating continuous improvement. For businesses, this means three key areas. The first covers the product and its development in the design phase, focused on reducing resources and costs to a minimum by standardising processes, optimising transparency and teamwork. The second area is manufacturing, where the goal is to eliminate or reduce waste, and the third is the supply chain, where it is important to reduce the overall impact and costs.

MONOZUKURI AND THE IMPACT ON BUSINESS

By adopting the Monozukuri concept, businesses can focus on eliminating waste and streamlining processes to ensure sustainable cost reductions, leaving the opportunity to

In a world where the word “innovation” is overused, it is easy to forget that some of the best ideas come from old traditions that have stood the test of time. This is why Japanese companies have a long history of creating high quality products and a leading role in sustainable business

reinvest profits and effort into employees, society and the planet. This holistic approach not only results in a positive impact on the business and its customers, but also ensures sustainable growth.

Many Japanese companies exemplify this, Epson in particular. Epson’s core values rest on a sense of duty to contribute to the development and well-being of society as a whole by delivering innovative products that reflect the needs of customers today. Epson is dedicated to its users and employees, but it is also dedicated to preserving the world in which we live.

This is also confirmed by the platinum status of the Responsible Business Association (RBA) for responsible manufacturing, awarded to a factory in the Philippines in November 2022. RBA is the world’s largest industry coalition dedicated to corporate social responsibility in global supply chains, whose aim is to support the rights and well-being of workers and communities.

There are many lessons we can learn from the Japanese and the way they manage business. Innovative technologies are not the only way to success, because traditional methods that have stood the test of time can still be applicable, and it is always essential to achieve harmony with the entire environment.

MONOZUKURI’S FOCUS IS ON THE USER

Although a vision is important, both for an individual and for a business, it must be realistic and meet the needs of those

around us. Putting users first is part of the Monozukuri concept, which helps Japanese companies think for the long term. Care is taken of what the user might want and what is needed for manufacturing itself, and in return this concept brings the best quality products and services that win the trust of the user.

In Japan, great importance is attached to the choice of materials and it is believed that a product should be made to last. Monozukuri holds several basic principles that differentiate it from other forms of manufacturing. To begin with, all manufacturing processes strive for perfection. Everything the company does should be directed towards a higher goal so that even when challenges arise, this approach contributes to the preservation of the business.

Essentially, the ultimate goal is to achieve the highest quality product created in the most efficient way that generates original value and really makes a difference in people’s lives, all without having a negative impact on the environment around us.

MONOZUKURI ENCOURAGES ENTREPRENEURSHIP

Monozukuri encourages a company’s staff to freely contribute their ideas and express themselves as much as possible. It empowers and trains them to deal with various situations so that they feel belonging and responsibility. This is not only about making a product, but also about instilling pride and passion in what is done. For Monozukuri, you need to open the creative mind. Since it is all about people who make things, manufacturing is impossible if people do not have support. This is where the Hitozukuri concept comes into play, the organisation’s commitment to the lifelong development of the skills and knowledge of all of its staff. It is a continuous process that allows people to mature along with their work, to achieve success in all fields and in all skills.

Epson, for example, has a special programme for new employees. The first year of employment is considered to be a training period in which new staff learn about the company and adopt its business philosophy. The new staff gather for group training, where they are encouraged to practice Monozukuri, which is the foundation of Epson’s efficient, compact and precise technologies.

RADOŠ GAZDIĆ, Director of the Development Agency of Serbia (RAS)

We Handled The Crisis Well

Serbia attracted record inflows of FDI during the three years of crisis that are behind us, averaging more than 3.7 billion euros annually. However, given the challenges that are set to continue confronting the world economy this year, including the countries from which Serbia receives the most FDI, it will prove extremely difficult to maintain the same level of investment over the course of 2023. RAS will certainly continue providing essential support to all interested investors

The year ahead is a challenging one on many fronts. The crisis brought about by the COVID-19 pandemic, which broke global supply chains, was followed by an unprecedented energy crisis and inflation that have further negatively impacted many elements of life, especially related to the economy. Despite this, notes Development Agency of Serbia (RAS) Director Radoš Gazdić, “Serbia coped very well with the numerous challenges that came in previous years

CONSISTENCY COOPERATION RECORD

as a consequence of events influencing the world economy. Numerous government measures provided support to the economy, and that trend has continued.”

Following the declaring of the pandemic and fearful announcements at the global level regarding reduced investment activities, Serbia was fortunate to be bypassed by those reductions. Indeed, major companies like Barry Callebaut, NIDEC, BMTS, Continental, ZF, Brose and Toyo Tires actually launched some of the implementation phases of their investment projects precisely during these last three years, i.e., in the midst of the pandemic and the current energy crisis, explains our interlocutor.

“Practical experience to date has taught us that serious companies approach possible investment moves very cautiously and studiously, even during carefree times. The trust Serbia has so far amassed as a reliable investment destination, thanks to its business conditions and high-quality and highly educated workforce, as well as the increasingly current practice of nearshoring, are just some of the factors that are favourable to us when it comes to attracting FDI,” concludes Gazdić.

With what kind of balance sheet totals did we end 2022 and what do you expect of 2023?

The trend of growing FDI inflows that began back in 2012 has continued to this day. According to unofficial data from the National Bank of Serbia (NBS), 2022 broke a new record in attracting FDI –with more than 4.3 billion euros arriving. This stat becomes even more significant when we consider that last year was another in the series of pandemic-hit years, and that it was also marked by the energy crisis and war just beyond the neighbourhood. It is interesting that these crisis years actually brought record

FDI inflows to Serbia, with an average of more than 3.7 billion euros annually over the last three years.

most FDI, it will prove extremely difficult to maintain the same level of investment over the course of this year as well. RAS

Similarly, 45 agreements on the allocating of incentive funding were approved in 2022, the implementation of which will result in investment exceeding 1.1 billion euros and the creation of 5,531 new jobs. However, given the challenges that are set to continue confronting the world economy this year, including the countries from which Serbia receives the

will certainly continue providing essential support to all interested investors.

During the previous few extremely economically challenging years, we actually received several very important Japanese investments. How significant are they for the Serbian economy over the long term?

What’s important for all serious companies, and particularly companies arriving from Japan, is that they spend a long time considering potential investment destinations. However, once they decide to invest somewhere, they do so as a longterm investment, or – to be more precise – they come intending to stay. Serbia has already had the good fortune, and shown the required quality, to become the home of several extremely important Japanese companies. Starting with JTI, as a kind of

The presence of renowned Japanese companies here is a privilege and confirmation of the capacities and quality of Serbia, but it also obliges us to continue working at the same rhythm and to continue improving

RAS and JICA last year launched their fifth consecutive cooperation project on the promotion of mentoring for micro, small and medium-sized enterprises and entrepreneurs in the countries of the region

According to unofficial data from the National Bank of Serbia (NBS), 2022 broke a new record in attracting FDI – with more than 4.3 billion euros arriving

Serbia has already had the good fortune, and shown the required quality, to become the home of several extremely important Japanese companies… The list is impressive, and we hope that it will expand

pioneer of Japanese investing in Serbia, via the Yazaki company, Kansai Group, Hi-Lex, Mayekawa, NTT Data, Itochu and Mitsubishi Corporation, to the more recent arrivals of NIDEC Corporation and Toyo Tires. The list is impressive, and we hope that it will expand. Their presence here is a privilege and confirmation for Serbia, but it also obliges us to continue working at the same rhythm and to continue improving.

Can we finally say that Japanese investors are today more accustomed to the idea of considering Serbia, and the wider Western Balkan region, as an investment destination?

Certainly. It is evident that Japanese companies are slowly becoming present in an increasing number of fields in Serbia, and that existing Japanese companies in Serbia are already busily expanding their capacities. Their initial investments are also high, while their plans promise further growth. On our part, we try to be an adequate partner in pursuing joint successes.

To what extent does your cooperation with Japanese agencies that

It is evident that Japanese companies are slowly becoming present in an increasing number of fields in Serbia, and that existing Japanese companies in Serbia are already busily expanding their capacities

are present in Serbia, like JICA and JETRO, serve to help deepen Japanese-Serbian economic cooperation? Our cooperation with JICA and JETRO can already be measured in decades, to our great satisfaction. Their activities and assistance in promoting Serbia is truly exceptional. Even during the times of the pandemic, we succeeded in organising so-called virtual events that were attended by dozens and even hundreds of participants and interested Japanese companies. Likewise, RAS and JICA last year launched their fifth consecutive cooperation project on the promotion of mentoring for MSMEEs (micro, small and medium-sized enterprises and entrepreneurs) in the countries of

the region. This kind of cooperation, which has now already developed into a friendship, is really something we’re particularly proud of.

In your opinion, what is crucial in the work of RAS and the Government of Serbia when it comes to gaining credibility among Japanese investors?

Japanese companies are very conservative in their decision-making when it comes to selecting a country for investment. They thus don’t invest in countries where business is unpredictable and where they don’t see long-term prospects. We believe that Serbia is able to offer precisely that. It is certainly very helpful to our cause that a number of Japanese companies are already present in Serbia and that they are, I believe, satisfied with the support they’ve received in their investment journey from the Government and RAS, and that mutual trust has thereby been created. We should also add to this the fact that diplomatic relations have existed between Serbia and Japan for 140 years, which is also significant.

Innovative Solutions That Improve Life

Konica Minolta has been successfully operating in the Adriatic region for years, and its innovative solutions and business areas attract a large number of clients in various verticals, from healthcare and education to transport and industry

With internally developed technical solutions, direct communication with users and partners in the field, quality education and our own network of integrators and distributors, the whole of Serbia and the Belgrade office will remain an inevitable factor in introducing users in the region to global technological trends.

With over 40,000 employees in more than 150 countries, Konica Minolta has been producing innovation and transformation for 150 years to facilitate business and create an ideal working environment. Both globally and locally, Konica Minolta demonstrates its superiority day by day in all branches of industry and in all fields of business that include IT services, the digital office, professional printing, measuring instruments, and especially in the field of video surveillance.

SECURITY IS TODAY’S PRIORITY

This technological giant in the field of video surveillance offers a robust system based on MOBOTIX cameras that provide advanced cyber-security and surveillance functions for every company. The cameras are used for mobile surveillance, protection of public areas, prevention of vandalism and theft, and are characterised by reliable coverage and image quality. They

are used in the manufacturing sector, retail, education, healthcare, logistics, tourism, industry and other branches of industry.

Although Konica Minolta cameras are the best on the market, today’s customers expect more, from simple face recognition, through temperature reading and item counting, to motion detection. Konica Minolta achieves this thanks to software solutions that are often custom made, tailored to the customer.

No solution is “off the shelf”, because the customer is always approached individually so that each of them receives a complete service fully adapted to individual needs.

What else sets Konica Minolta apart are its experts, both globally and locally. Each of them is an expert in their field and that is why Konica Minolta, with its entire portfolio, offers all-in-one solutions, which almost no-one else can offer.

LISTEN TO THE DEMANDS OF THE MARKET

Listening to market demands, with the help of KMLE (Konica Minolta Laboratories Europe), the company develops its own video analytical solutions for defect detection, shape recognition and recognition of security-sensitive situations, and detection of the use of PPE - Personal Protective Equipment. Video analytics of this kind enable users in various industries to improve processes and control security challenges in real time. Ubiquitous AI solutions are the backbone of Konica Minolta’s business today, which rely on its own hardware, MOBOTIX cameras.

In the coming period, the company will focus on solutions related to video analytics, not only for hardware, but for solutions that can cover many verticals, and the backbone will be MOBOTIX and the solutions it develops itself. Konica Minolta is recognised first of all as a printing provider, one of the leaders in the world market of printing solutions. Digital transformation is a direction in which they have been moving for a long time, but now even more actively. They definitely see themselves as a leading integrator leader in professional printing, IT, ICT, video surveillance and security markets. prodaja@konicaminolta.co.rs

Energy Transition Is Key

More than 3,000 Hitachi Energy engineers are working every day to deliver new projects and new solutions that contribute to our sustainable energy future. They believe in their experience, investments in research and the latest technologies

Despite COVID-19 and the Russia-Ukraine situation, the global energy crisis, high inflation, and supply chain disruptions, we have the opportunity to leverage the sustained tailwinds on the demand side that are being driven by the transition to clean energy ~ assesses Hitachi Energy’s Nina Dusper Sušić.

The world is going through one of the worst ever energy crises, with no end in sight. How do you see this situation? Are there any solutions? The political and economic situation has shown continued uncertainties across the globe. The COVID-19 situation continues to impact on people and cause disruptions to business, the Russia-Ukraine situation is having a devastating impact on millions and generating the global energy crisis. The complex relationship that Western economies have with China, persistently high inflation and supply chain disruptions are adding complexity and uncertainty to global trade and markets. While practically every sector is impacted by these unprecedented situations, we have an opportunity to leverage the sustained tailwinds on the demand side that are being driven by the

In January 2022, Hitachi Energy reached its first step target of using 100% fossilfree electricity in its own operations

transition to clean energy. Together with customers and partners, we have continued to collaborate to deliver projects and launch new solutions that contribute to our sustainable energy future.

Your innovative solutions are dependent on experience, investments in research and the latest cutting-edge technologies. Are these solutions universal or do they require adaptation to certain markets, countries, industries etc.?

Our smart and innovative solutions are based on over 230 years of combined experience and continuous investment in research & development, which over 3,000 engineers are working on daily.

In order to help its customers achieve their sustainability goals, Hitachi Energy

has developed advanced services, amongst other things, as a part of the EconiQ™ portfolio, where products, services and solutions are proven to deliver exceptional environmental performance.

These services utilise Hitachi Energy’s domain knowledge of energy systems and local market requirements and standards to find sustainable solutions in many different sectors, including renewable energy, industries, data centres and transportation. The main advantages of EconiQ services is that they can be customised to local requirements and smoothly integrated at any phase of the asset lifecycle in order to evaluate and reduce impacts on the planet, thereby significantly supporting critical energy investment decisions and efficient energy operations across the planning, building, operating and maintaining of power assets.

One of your goals is to fight for a future free of harmful carbon emissions, in which electricity will represent the backbone of the entire energy system. How distant is such a future?

In January 2022, Hitachi Energy reached its first step target of using 100% fossil-free electricity in its own operations. By using 100%

NINA DUSPER SUŠIĆ, President of the Board of Hitachi Energy Balkans Cluster, Hitachi Energy Japan

fossil-free electricity in our own operations, we managed to reduce our CO2 equivalent emissions by over 50% compared to 2019.

We are continuing to invest in the journey to carbon-neutrality by further increasing energy efficiency, as well as electrifying our own operations. For example, in Ludvika, Sweden, the company is now using 100% renewable electricity generated from hydropower and, to a lesser extent, from solar panels to support its operations. Ludvika, which is one of Hitachi Energy’s largest production facilities, has gone beyond tackling its electricity supply and is now close to removing the use of all fossil fuels from its entire operations.

We believe that, over time, renewable energy sources will be effectively integrated into the world energy system, which will contribute greatly to ushering in the carbon-neutral future.

There are numerous challenges when it comes to sourcing electricity from Renewables. How difficult is it to ensure the stability of the grid and the predictability of supplies?

It is not easy to ensure the predictability of supply, but there are solutions to leverage on stability. For example, a mix of renewable sources (microgrid), as well as implementing solutions like our battery energy storage system (BESS).

BESS is a longer-term solution that strengthens grid resilience, reduces energy costs and represents a large back-up power source, while improving the efficiency, reliability and user availability of the power system.

That’s why BESS and the microgrid are today becoming increasingly popular around the world. They enable reliable access to the power supply and allow for a significant reduction in use of fossil fuels, as well as a reduction in overall maintenance costs, thus supporting a future based on sustainable energy.

Reducing the use of fossil fuels is a step towards accelerating energy transition to a carbon-neutral energy system. In order to limit the impacts of global climate change, it is necessary to look to renewable sources like solar, wind and hydropower that capture naturally occurring energy and convert it into electricity. Investing in clean

energy technologies makes energy systems more modern, more resilient and cleaner, stimulating much needed job creation in the short term, and also enhances future economic competitiveness and productivity.

What can you tell us about your Lumada platform?

It is one of the many strategies that are key to creating a carbon-neutral future. Hitachi outlined its growth strategy and commitment to strengthening its digital and green portfolio, which is focused on Lumada. Lumada encompasses a pletho -

health and encroachment from a variety of sources, recommending ways to manage and reduce risks by alerting field crews. It thus provides industrial organisations with the tools they need to get the right information to the right teams when they need it most. The result is improved asset reliability, safety, and global sustainability efforts.

Analyses conducted by your experts show that the consumption of electricity globally will grow from today’s 20 per cent of all energy use to more than 40 per cent by 2050. Will we be able to secure that much electricity? How can this be achieved?

Energy transition is key. Together with our customers and partners, we are energised and motivated by the shared goal of accelerating a carbon-neutral future. To achieve carbon-neutrality in our own operations, the main goal is turn to renewable energy, investing in fossil-free electricity and energy efficiency, ensuring our facilities are as

ra of software solutions from basic Asset management, via Workforce management and Field service management, to entire Enterprise Software management.

The Lumada ecosystem is accelerating the journey to a sustainable society through the data-driven cycle of value co-creation with customers. It represents a complete solution that provides an easier, more cost-effective and scalable way to gauge the visibility of assets and factors like the current state, asset

efficient as possible – aimed at the recovery of the green economy. This electricity will become the backbone of our entire energy system, powering all elements of modern society from transportation to heating and cooling, to myriad industrial processes that lead us to a sustainable energy future. The region is surely well on its way to becoming greener and we are looking forward to developing and supporting the energy transition in these dynamic times.

Investing in clean energy technologies makes energy systems more modern, more resilient and cleaner, while stimulating much-needed job creation

Recognised Global Leader

The strong relationship established with different sister companies across the NTT and NTT DATA group fosters collaboration and global knowledge-sharing. Technologies and best practices can be shared and leveraged from Japan to Serbia, and vice versa, like never before

At NTT DATA, continuous improvement and openness to sharing knowledge is key to achieving a forward-looking society that transcends all borders. Here three NTT DATA managers discuss this approach.

Maria Metz - CEO, NTT DATA Romania

WE DECIDED TO EXPAND OUR PORTFOLIO OF SERVICES

We have been part of the NTT DATA group since 2013, but we had joint projects even before the acquisition. I can

say that they are characterised by being people-oriented and by their high level of responsibility towards their work. In our interactions, I have always felt that

similar culture and values meant that the integration was gradual and easily accepted by our colleagues. This was a very important step in the company’s development and brought us opportunities, both in terms of access to technologies and in extending our client portfolio to important global brands in the premium market segments.

teamwork and collaboration are very important to them and that they have great respect for each other’s work.

These elements played an important role in the integration process. Having a

Integrating into the group has been a step-by-step process, maintaining the spirit and philosophy that we already had. We found inspiration in the experience and tradition of the NTT DATA group and evolved on all levels, gaining knowhow, expertise and business performance from our colleagues within the group.

Maria Metz - CEO, NTT DATA Romania, Bojan Mrazovac, Head of Innovation and Site Manager Serbia, and Adela Negru, Chief HR Officer, NTT DATA Romania

Business decisions are made in a way that provides financial stability and supports the company’s vision and goals

This proved mutually beneficial for colleagues, clients and community, as this integration will bring attractive projects, international career opportunities, access to the latest technologies and solutions and, last but not least, financial stability and strength.

As part of a global NTT (Nippon Telegraph and Telephone) concern, our strategy and decisions need to be aligned with the plans of the group. What I can say is that the well-being of our colleagues and their job satisfaction is our number one priority, and business decisions are made in a way that provides financial stability and supports the company’s vision and goals.

We want to provide our colleagues with a strong organisational culture in which a sense of belonging and social cohesion prevails. It is important for them to work on projects that are as diverse and interesting as possible, that stimulate and reward them. It is for this reason that we decided to expand our portfolio of services and entered new market segments. We have invested in developing skills and infrastructure in new segments, such as utilities and cybersecurity, where we already have our first clients.

In such a society, any product or a service will be optimally delivered to humans and tailored to their needs by overcoming different social challenges. NTT DATA has already built a strong footprint in each of these technology areas and has even been recognised as a global leader for the majority of them.

Innovation is critical for every organisation that wants to grow and deliver successful solutions for both its customers

Adela Negru - Chief HR Officer, NTT DATA Romania

TOGETHER WE CAN MOVE MOUNTAINS

Ihadthe great honour to be part of the team that opened our branch in Novi Sad. Then and now, I can confess that I was impressed by the people I met, their professional capabilities and, last but not least, their strength of character. I have repeatedly told my colleagues in Novi Sad that we can move mountains together. They have confirmed this every single time — the feeling is mutual.

Bojan Mrazovac - Head of Innovation and Site Manager Serbia

WE REALLY BELIEVE IN CHANGING THE WORLD

Being recognised as a global innovator is an attribute that is strongly linked to responsibility. At NTT DATA we do not see innovation just as a buzzword or a pie-in-the-sky thinking; we really believe in changing the world to contribute to transforming the complete society to a ubiquitously human-centred society that balances economic, industrial, infrastructural and healthcare advancements with the resolution of social challenges, by strongly integrating cyberspace and the physical world.

and society in general. The acquisition and utilisation of data have accelerated the way organisations approach both their transformative journeys and the daily protection of critical data. One of the biggest challenges is to fuel the need to focus constantly on innovations and bridge the gap between scalable, agile solutions and reliable data governance. Data security has become one of the most critical areas and our responsibility to provide our clients with a secured and reliable cyber-physical environment is a key goal. Technologies are evolving faster than ever before and timeframes for understanding and adopting new results are significantly shorter, therefore balancing between both short-term resilience and the longterm growth of innovations is probably the biggest challenge. Cybersecurity, data and intelligence, the IoT and Cloud infrastructure have to be orchestrated in a symphony to create new paradigms and values that help contribute to a more harmonious society.

Data and privacy protection, secured information distribution in zero-trust environments, trustworthy manufacturing and digital citizenship are top priorities of our innovation strategy. Solutions implemented by our teams have already reached markets on different continents.

Every company is defined by its people; each individual brings their own unique contribution to the company, and people are we. For NTT DATA Romania, the concept of being people-centric is not at all new, as it was already in place when I joined the company in 2009. What has changed

company is defined by

in the last few years is the strong desire of colleagues to be part of the company’s evolution, and that is captured precisely by the new organisational culture that our CEO has started implementing. Together we are always stronger.

NTT DATA globally aims for its companies around the world to be “The Best Place to Work” for its employees. This certification has helped us confirm what we do well, but also where room exists for improvement and innovation.

The key is to be aware of these differentiators, which you need to identify by looking through the eyes of your employees. NTT DATA Romania, together with Babes Bolyai University, has done this exercise for two consecutive years and each time we have received confirmation from colleagues that our Japanese origin is a strong differentiator. For our colleagues, Japanese heritage means stability, security and respect.

One of the biggest challenges is to fuel the need to focus constantly on innovations

Every

its people, each individual brings their own unique contribution to the company, and people are we

OLIVER LEPORI, JBAS Executive Director

Introducing New Values, Creating A Better Society

Japanese companies active in Serbia entered 2023 aware that it would be a challenging year, yet they’re committed to long term operations and value creation in Serbia. They are thus ready to continue improvements to their businesses and will remain the planned business track, says Japanese Business Alliance in Serbia (JBAS) Executive Director Oliver Lepori. These words are indeed comforting during times when global economic uncertainty remains elevated, weighing on growth.

We recently had the opportunity to read about the grand opening of

the new Toyo Tires factory and new investment in JTI. How important are they for your association, but also for future Japanese investments in Serbia?

JBAS is honoured to be running a community of investors that contributes to the local economy from many different aspects. At the first level, such investments contribute directly to the improved economic performance of Serbia in terms of FDI, tax income, GDP, exports and employment. Further to this, there is a transfer of knowledge and technology that impacts positively on Serbian development in general. Additio -

nally, such investments serve as positive indicators and encouragement to other companies – not just from Japan, which are considering extending their businesses in this area. Last, but by no means least, Japanese investments always imply care for the environment, sustainability, and good governance, and therefore contribute to overall efforts aimed at achieving the ESG goals in the investment recipient country. We believe that all the various layers are important both for Serbia and our association. These investments, and many others, serve as shining examples of long-term and mutually beneficial ventures across the entire Balkan region.

Perusing your website shows that many of your other members also had good news in 2022. How does 2022 look from this perspective?

The beginning of last year was economically challenging, due to global post-COVID disruption, while the subsequent outbreak of the conflict in Ukraine imposed an additional burden. It was a year of risks and challenges – geopolitical confrontations, trade wars, inflation, rising interest rates, energy market turmoil and social unrest.

And yet, JBAS member companies managed to maintain a steady pace in improving their businesses, investing in their resources and developing their businesses here in Serbia, which makes us especially proud as a community. Moreover, in 2022 we celebrated the 140th anniversary

We expect to reinforce the existing cooperation between the government and our business sectors in order to create the conditions for a strong and durable recovery, which has to be more resilient, more sustainable and responsive to immediate and critical needs. We are also here to contribute in this regard

of bilateral relations between Serbia and Japan and five years since the founding of JBAS. This joyous occasion inspired all our members to participate in the promotion of not only business relations, but all aspects of friendly connections between Serbia and Japan. On the national holiday of Japan, the Emperor’s Birthday, JBAS was presented with a special award for extraordinary achievements in strengthening ties between Japan and Serbia, which represents a special acknowledgement of the work and activities of all our member companies. Therefore, despite the unfavourable circumstances, we all managed to make 2022 a positive, memorable year.

Which JBAS activities would you single out as being the most important in supporting new investments and connecting member companies with new partners?

Apart from building a strong community of Japanese investors and their local partners for the purposes of growth, JBAS is also committed to supporting new investments and establishing new partnerships.

In this regard, one of the most important advances was the elevating of our cooperation with institutions of the Serbian Government, with the aim of providing support in all important areas of the country’s growth. Our companies have contributed to the development of Serbia’s energy system, digitalisation, personal data protection, environmental protection, green transition, the healthcare system and in many other areas.

We also partnered with other international organisations in 2022 and managed to support our members in acquiring additional funds for decarbonisation projects. It was wonderful to see the highest Serbian officials and our members attending the launch of a project implemented jointly by UNDP, the Ministry of Mining and Energy, the Ministry of Environmental Protection, the Embassy of Japan and JBAS and, following the tradition of the Japanese Tanabata festival, symbolically writing down their wishes for a greener, healthier and economically stronger Serbia, which they left in the bamboo trees of Belgrade’s Botanical garden.

When it comes to investments, JBAS has always acted as a strong pillar of support to the Embassy of Japan in Serbia, but also to JETRO and JICA.

On the other hand, we are connecting our members with other important local stakeholders, including municipalities, technology parks and scientific institutions, thus creating an ever-stronger local network for sharing experiences and building partnerships for the future.

Given the current global economic situation, what are your members’ expectations for 2023?

here. They will all continue making improvements to their businesses and will remain on the planned business track. As a community, we expect to reinforce cooperation between the government and our business sectors in order to create the conditions for a strong and durable recovery. All our companies are aware that economic development needs to be more resilient, more sustainable and responsive to immediate and critical needs. We are also here to contribute in this regard.

We always talk about JBAS primarily as a business association, but you are also very active in promoting Japanese business culture and Japanese culture in general. How close is Japanese business culture to the Serbian public today?

The Serbian people, especially the business community, are rather well-acquainted with Japanese business culture. On the one hand, Japan is advanced in terms of technology and infrastructure, while on the other, it is wedded to traditional cultural approaches to all things corporate. Japanese companies are simultaneously innovative and strongly aligned with traditional hierarchical structures, risk aversion and attention to detail. Generally speaking, Japanese business culture is highly regarded around the whole world – due in particular to the kaizen concept, which implies a business philosophy of continuous improvements of working practices and personal efficiency. There is a lot to learn. This is also the reason we organise kaizen courses each year…

It is thanks to such a business culture that, in general, our members believe that business is not just about profits, but rather about creating value, including in culture and art, as the most sophisticated forms of human expression. It is for this reason that we’ve supported many cultural events in Serbia and assisted in paving the way for Japanese artistic performances in Serbia.

We are aware that 2023 is yet another year filled with business challenges, due to myriad unfortunate international political, economic and social circumstances. However, our members are committed to long term operations and value creation

In the following period, we will continue building on the friendship between Japan and Serbia – one that’s grounded in business terms, but adorned with social values, with a view to creating a better world for all of us.

Our companies have contributed to the development of the energy system, digitalisation, personal data protection, environmental protection, green transition, the healthcare system and in many other areas

The Things You Didn’t Know About The Shinkansen

What you didn’t know about the world-famous bullet trains, Japan’s favourite mode of transport and one of the most enjoyable ways to travel the country

Free wifi, beautiful bento meals and spectacular window views – Japan’s shinkansen are second to none when it comes to travelling in ease and comfort. These bullet trains are notoriously fast and can take you anywhere from the former Japanese capital of Kyoto to Hiroshima (360km) or Tokyo to the ski slopes of

Yamagata (348km) within the duration of a ‘Lord of the Rings’ film.

Japan’s high-speed trains have a reputation around the world for being one of the fastest and most efficient ways to get around – but what else is there to know about the shinkansen? Here are several fun facts about the world’s best form of travel.

The world’s first shinkansen was launched to coincide with the 1964 Tokyo Olympics Shinkansen is considered to be one of the pinnacles of modern Japanese technology, but it’s been around for over half a century. The world’s first bullet train was launched on the Tokaido Shinkansen line connecting

Tokyo and Osaka on 1st October 1964 – just a few days ahead of the first Tokyo Olympics.

Shinkansen can travel up to 320km an hour

Japan’s bullet trains that are currently in operation can reach a maximum speed of 320km per hour, but there’s also a freight that has broken the Guinness World Record for an even higher maximum speed. With shinkansen being so essential to boosting the national economy, making them even faster is a major contribution to the advancement of Japan’s biggest cities.

In 2015, Japan Railways Group (JR) broke the world railway speed record after the L0 Series maglev train that the company has been developing and testing over the last several years hit a speed of 603km/h (375mph). JR plans to move ahead with its record-breaking maglev by integrating it into everyday transportation for the future.

Shinkansen is the safest form of transport

Air travel is widely considered to be the safest form of transport due to the low number of accidents compared to trains or automobiles – but bullet trains aren’t like the locomotives of yesteryear. In the 59 years since the launch of the world’s first bullet train, Japan has had zero cases of death caused by shinkansen derailment or collision.

Shinkansen is so punctual the average delay time is less than a minute

Everyone knows that Japan’s train companies pride themselves on punctuality, where a shinkansen departing the platform 24 seconds earlier than scheduled will make national headlines. But even on the rare occasions when they don’t show up on time, you’re not likely to notice the delay. According to the 2021 annual report released by Japan Railways, Tokaido Shinkansen trains had a delay of 0.9 minutes per train on average.

Shinkansen have built in earthquake-safe features

One of the biggest causes for delay or temporary suspension is the occasional earthquake that can disrupt the power sources that feed the bullet trains. Thanks

Shinkansen is considered to be one of the pinnacles of modern Japanese technology, but it’s been around for over half a century. The world’s first bullet train was launched on the Tokaido Shinkansen line connecting Tokyo and Osaka on 1st October 1964 –just a few days ahead of the first Tokyo Olympics

fast as planes just yet, they only consume 12.5% of the energy planes require and produce about 92% less carbon emissions per seat. JR is looking to further improve these percentages by developing more energy-efficient rolling stocks for the future.

For perspective: the N700S model that JR Central uses in 2020 can travel at a speed of 285km per hour compared to 270km per hour on the 1992 model. Yet the 2020 model consumes just 72% of the energy the 1992 model required to operate.

Japan still sets the benchmark for bullet trains despite competition from around the world

When Japan’s inaugural shinkansen travelled from Tokyo to Osaka in 1964 at 204km per hour, it was the fastest train the world had ever seen. Now, similar bullet trains have popped up in different parts of the globe, harnessing high-speed technology to push for a brighter future.

to a new lithium-ion battery developed in 2019, bullet trains are now able to run on an independent power source which will allow the train to move slowly and steadily towards a safe tunnel.

Shinkansen is the most eco-friendly way to travel

Worried about your carbon footprint? Though bullet trains may not travel as

Over in China, bullet trains can now run at a maximum speed of 350km per hour. Meanwhile in the United States, Elon Musk is looking to develop a freight transport system that would allow travellers to go at a speed of 700 miles (1,127km) per hour.

Still, Japan isn’t planning on letting anyone else take the spotlight for the best mode of transport. With sights now set on bumping up the maximum speed of bullet trains across Japan as well as completing the maglev by 2045, other railway companies would have to work overtime in order to catch up to Japan.

JBAS Activities 2022

March

SPECIAL AWARD FOR EXTRAORDINARY ACHIEVEMENTS

On the occasion of the national holiday of Japan, the Emperor’s Birthday, JBAS received a special Ambassador’s award for extraordinary achievements in strengthening ties between Japan and Serbia.

March

ILLUMINATIONS IN THE COLOURS OF JAPAN

The governments of our two countries, which have been building good relations throughout their long history, commemorated the 140th anniversary of friendship between Japan and Serbia in 2022. To mark the anniversary, central landmarks of the city of Belgrade were illuminated in the colours of Japan on the evening of 30th March.

March

KOPAONIK BUSINESS FORUM

As one of the most influential investor community associations, JBAS representatives shared their views on the investment climate in Serbia at the Kopaonik Business Forum. JBAS president Goran Pekez emphasised that Serbia is witnessing a new trend in high-tech, strategic projects worth billions of euros, which places the country directly at the centre of top global investment destinations.

April

PANEL DISCUSSION ON DIGITALISATION AND PERSONAL DATA PROTECTION

JBAS organised a panel discussion on digitalisation and personal data protection, with the support of CANSEE, the Canadian-Serbian Business Association, and the Slovenian Business Club.

April

“JUST GREEN TRANSITION AND DECARBONIZATION IN SERBIA” PROJECT

With generous support from the Government of Japan, UNDP launched the implementation of the project: “Just Green Transition and Decarbonization in Serbia”, in close collaboration with the Serbian

Ministry of the Environment and the Ministry of Mining and Energy, throughout 2022, with JBAS providing support to the project.

June

OPEN-AIR GALA OPERA EVENING

As part of celebrations marking the 140 th anniversary of the establishing of diplomatic relations between Japan and Serbia, and as a special gift to all JBAS members, citizens of Belgrade and Serbia, JBAS organised an OPEN-AIR GALA OPERA NIGHT together with the Opera of the National Theatre of Serbia, the City of Belgrade, the Embassy of Japan and JTI Serbia. The evening’s special guest, famous Japanese soprano and Puccini Festival star Ms Shoko Okada, delivered an extraordinary and unforgettable performance.

April

JBAS GENERAL ASSEMBLY

JBAS held its Annual Assembly at Belgrade’s prestigious Hotel Moskva. On this occasion, Ambassador of Japan to Serbia H.E. Takahiko Katsumata expressed his satisfaction and gratitude for the efforts of the Alliance in supporting the development of economic relations, encouraging the companies present to continue their mission in such difficult times for international trade.

July

TANABATA FESTIVAL AND JUST GREEN TRANSITION IN SERBIA

June

“SEE AUTOMOTIVE – CONNECT & SUPPLY”

The SEE Automotive Conference - Connect & Supply, organised by AC Serbia, saw JBAS host a panel discussion entitled “Insight into the Japanese automotive industry”, which attracted the attention of more than 200 attending professionals and specialists from this important business sector.

Belgrade’s Jevremovac Botanical Garden provided the setting for the formal announcing of the “Public call for innovative solutions for decarbonisation contributing to a just green transition in Serbia”, launched by UNDP in partnership with the Serbian Ministry of Mining and Energy and the Ministry of Environmental Protection, and with the support of the Embassy of Japan in Belgrade and in cooperation with JBAS. In accordance with Japanese tradition, officials and other participants wrote their wishes for a greener, healthier and economically stronger Serbia on colourful pieces of paper, which they then hung on a black bamboo tree in the Botanical Garden.

August

AMBASSADOR OF JAPAN TO SERBIA H.E. TAKAHITO KATSUMATA VISITS CHAMBER OF COMMERCE OF VOJVODINA

A Japanese business delegation, headed by Japanese Ambassador to Serbia H.E. Takahito Katsumata and including JBAS members, visited the premises of the Chamber of Commerce and Industry of Vojvodina (Privredna komora Vojvodine).

plant in Senta. Besides being among the top employers, Japanese companies in Serbia are also dedicated to creating a better working and living environment by improving people’s quality of life in local communities through the sharing of high work ethics and standards.

September

INTEGRATED NATIONAL ENERGY AND CLIMATE PLAN OF THE REPUBLIC OF SERBIA UNTIL 2030, WITH A VISION UNTIL 2050

The Japanese business community in Serbia supports the Serbian government aims to cut greenhouse gas emissions by 40.3% and achieve a share of 41% energy from Renewables in gross final energy consumption by 2030. Over the course of 2022, JBAS actively participated in the Working Group for the “Integrated National Energy and Climate Plan of the Republic of Serbia Until 2030, with a Vision Until 2050”, headed by the Ministry of Mining and Energy of the Republic of Serbia and with the participation of the ministries of finance and environmental protection.

October

JETRO MISSION TO SERBIA

Serbian President Aleksandar Vučić met with representatives of the Japan External Trade Organization (JETRO) to discuss past, present and future Japanese investments in Serbia, the strengthening of economic cooperation and the overall advancement of Serbia-Japan relations.

September

JTI

KAIZEN OPEN DOOR DAY

More than 40 members of JBAS in Serbia attended an amazing Kaizen Open Door Day organised by JTI Serbia at their impressive

October

TOYOTA GAZOO RACING EXPERIENCE

Representatives of Japanese companies in Serbia, members of JBAS, had an opportunity to experience an adrenaline-fuelled event that was specially created by Toyota Serbia and allowed them to enjoy driving the amazing 261 Hp GR Yaris.

November

CANON DIGITAL SOLUTIONS

Thanks to Canon Serbia and Aigo Business System, JBAS members had an opportunity to participate in the exclusive event “Take a look at the future”, held on the premises of the Embassy of Japan in Belgrade and organised specifically for representatives of Japanese companies operating successfully on the Serbian market.

December

JBAS NEW YEAR’S COCKTAIL PARTY 2022

JBAS members gathered for the annual New Year’s cocktail party to mark the end of the year at the Promenade event centre in Belgrade. The cocktail party provided an excellent opportunity for both long-standing and new members to gather with officials and representatives of the Embassy of Japan.

November

JSFF AWARDS NIGHT

JBAS members and friends attended a special Japanese Movie Night at the Yugoslav Cinematheque Film Archives. A screening of the movie The Way of the Househusband, based on the homonymous cult manga series by Kousuke Oono, was followed by an official awards ceremony and a cocktail party.

The highlight of the evening was the JSFF Toyo Tire Awards Ceremony for the best works among 70 feature-length and short productions on the topic of CULTFRONTATION in three main categories.

December

BUSINESS MISSION IN VRŠAC

JBAS BoD member Goran Đuric hosted JBAS and Japanese Embassy First Secretary Tatsuro Masuda on a visit to the Municipality of Vršac town hall, the famous Vladičanski dvor – historical building, which serves as the seat of the Banat regional Orthodox Church administration, the Catholic Cathedral of St. Gerhard, and the City Museum.

November

INDUSTRY-ACADEMY FORUM “UPSKILLING FOR INDUSTRY 5.0”

A Japanese business delegation that included JBAS members and Japanese Ambassador Katsumata participated in the Industry-Academy Forum “Upskilling for Industry 5.0”, held at Science & Technology Park Novi Sad.

JAPANESE AWARDS & ACCOLADES

Decorated For Sincere Contributions To Friendship

On the occasion of the 140th anniversary of the establishing of friendly diplomatic relations between Serbia and Japan, Japanese Ambassador to Serbia H.E. Takahiko Katsumata presented awards for outstanding achievements to prominent individuals, institutions and associations in Serbia that have contributed to the strengthening of cooperation and good relations between our two countries

of friendship between Japan and Serbia in an effort to further deepen their already friendly relations.

“This year represents a significant turning point for our countries, which will be of great importance to further strengthening the ties that unite us,” said Ambassador Katsumata.

Adrijana Barši, one of the recipients of the award for exceptional achievements and the president of the “Hanami” Serbian-Japanese Friendship Association, said that Hanami has been promoting Japan in Serbia for years, but also Serbia in Japan, emphasising that the association will continue to do so.

Professor Ljiljana Marković, Ph.D., was awarded the special ’Order of the Rising Sun – Gold Rays with Rosette’ in recognition of her contribution to promoting and deepening cooperation between Japan and Serbia throughout her long career, with a special emphasis on improving and advancing Japanese studies and the study of the Japanese language in Serbia.

Despite our world’s history having been marked by many conflicts and wars, Serbia has always endeavoured to maintain good relations with its neighbours and other countries around the world, and with one of them, Japan, it continues to deepen cooperation that was first established in the late 19th and early 20th centuries. Thanks to carefully nurtured contacts, and the fact that we haven’t allowed ourselves to be separated by distance and some historical events, we last year celebrated 140 years of Serbian-Japanese friendship.

This occasion prompted Japanese Ambassador to Serbia H.E. Takahiko Katsumata to present awards for exceptional achievements. Awards for contributing to the strengthening of the existing friendship between the two countries were presented to the Japanese Business Alliance in Serbia (JBAS), Vršac-based Serbian-Japanese Friendship Association “Hanami”, basketball coach Marina Maljković and the team that has maintained the famous “Japanese” yellow buses that Japan donated to public transport company GSP Beograd almost two decades ago.

TARGETING THE FURTHER DEEPENING OF COOPERATION

Speaking after the presenting of awards at the Japanese Ambassadorial Residence in Belgrade’s Senjak neighbourhood, Ambassador Katsumata said that the governments of Serbia and Japan had decided to commemorate 2022 as the 140th anniversary

“The association has the mission to promote the culture of Japan and make it accessible to all citizens of Serbia. We try to bring the culture of Japan closer to both the youngest and connoisseurs of that culture through various events,” explained Barši.

Other recipients of the award also thanked the Japanese ambassador.

The same event saw the ambassador present five acknowledgements for 2022 that recognise commitments and contributions to promoting Japanese culture and improving friendly relations between Serbia and Japan. The awards were presented to the Belgrade Philharmonic, the Museum of the Yugoslav Cinematheque Film Archives, the Serbian-Japanese Association “Srce Srema” [Heart of Srem], the “Šabac Fudimi” Friendship Club and the Niš-based Taka Association.

“I believe that this year, together with you, we succeeded in properly commemorating and celebrating 140 years of friendship between our two peoples. I’m certain that our relations are now even stronger. I con-

gratulate each of you and thank you for your contribution,” said Ambassador Katsumata.

OUR RELATIONS WILL BE EVEN BETTER AND STRONGER

A slightly different acknowledgement, the Spring Imperial Decoration, went to Belgrader professor Ljiljana Marković, Ph.D., who found herself included on a select list. The Government of Japan decreed that she be awarded a significant accolade, one that’s awarded to both Japanese and foreign citizens for their outstanding contributions to establishing and improving friendly relations with Japan. Professor Marković was awarded the ‘Order of the Rising Sun - Gold Rays with Rosette’ by the Government of Japan for having contributed, throughout her long career, to promoting and deepening cooperation between Japan and Serbia, with a special emphasis on improving Japanese culture studies and studies of the Japanese language in Serbia. She graduated from the Faculty of Economic and Political Sciences and the Faculty of Oriental Studies at the University of Cambridge, where she later earned her master’s degree, before receiving her doctorate from Tokyo’s Chuo University.

This isn’t the first accolade she has received, with the Government of Japan having already presented her with the Award of the Minister of Foreign Affairs of Japan (Gaimu Daijin Sho) back in 2010 for her special contribution to developing Japanology as a scientific discipline and promoting cultural ties between Japan and Serbia.

A reception to mark the occasion of the awarding of the Order of the Rising Sun - Gold Rays with Rosette, which Marković received as a foreign citizen for her exceptional contribution to establishing and improving friendly relations with Japan, was held last October at the Japanese ambassadorial residence.

ORDER OF THE RISING SUN AWARDED BY THE GOVERNMENT

The Order of the Rising Sun is a Japanese order that was established in 1875 by Emperor Meiji and represented the first national decoration awarded by the Japanese government. The badge features rays of sunlight emanating from the rising sun, symbolising energy as powerful as the rising sun and the concept

of the “rising sun”, with Japan famously nicknamed the Land of the Rising Sun.

The Order of the Rising Sun is awarded for outstanding services to the state in various fields, excluding military service.

Until 2003, the Order of the Rising Sun held the same rank as the Order of the Precious Crown, with the Order of the Rising Sun being awarded only to men and the Order of the Precious Crown exclusively for women. The Order of the Sacred Treasure was classed as an order of slightly lower rank than the Order of the Rising Sun and the Order of the Precious Crown. As of 2003, the Order of the Rising Sun has been awarded not only to men, but also to women, while the Order of the Precious Crown has become a special order awarded only to members of the Imperial Family in Japan and female members of foreign royal families, and only when that’s deemed especially essential for diplomatic ceremonies. The Order of the

Rising Sun is awarded with an emphasis on achievements within the state, while the Order of the Sacred Treasure places an emphasis on long-term public service.

Despite being the third highest-ranked decoration awarded by the Japanese government, it is generally the highest decoration that’s ordinarily awarded. Japan’s highest order, the Supreme Order of the Chrysanthemum, is reserved for heads of state or royalty, while the second highest order, the Order of the Paulownia Flowers, is generally reserved for politicians.

Apart from professor Marković, the Order of the Rising Sun has to date been awarded to celebrated footballer Dragan Stojković ’Piksi’, current coach of the Serbian national football team, Ivan Mrkić, former Serbian foreign minister and ambassador to Japan... The three of them have all contributed to strengthening ties between Serbia and Japan through their personal commitment.

The Jidai Matsuri (時代

祭, “Festival of the Ages”) celebrates the foundation of the city of Kyoto and is held each 22nd October. Along with the Aoi Matsuri and Gion Matsuri, it is one of Kyoto’s three great festivals

Festival Of The Ages

The Jidai Matsuri consists of a large parade that heads from the Imperial Palace to Heian Shrine. Meaning “Festival of the Ages” in Japanese, Jidai Matsuri participants dress in costumes that accurately represent almost every period of Japanese history, as well as famous historical figures. The festival includes around

2,000 participants and it takes two hours to watch the entire procession.

The festival culminates at Heian Shrine, and both the Jidai Matsuri and the shrine were established in 1895 to celebrate the history and culture of Kyoto. It was only a few decades previously, in 1868, that the country’s capital was moved to Tokyo after

having been in Kyoto for over a thousand years. Despite its relatively short history, the Jidai Matsuri is one of Kyoto’s three most famous festivals, alongside the Gion Matsuri, which is held in July, and May’s Aoi Matsuri.

The historical costumes and characters included in the parade cover the approximately 1100-year period during which Kyoto was the nation’s capital. The procession is separated into historical eras, then further divided into around 20 themes. The

parade begins with characters from the Meiji Restoration of 1868, then continues in reverse chronological order until reaching the beginning of the Heian Period (710-1185).

At the very head of the parade are the festival’s honorary commissioners, riding in horse drawn carriages in the style of the mid 1800s. The commissioners include figures like the governor of Kyoto Prefecture, the mayor of Kyoto City and the chairman of the city council. They are followed by figures representing the Meiji Restoration. There

is a marching band with drums and flutes and soldiers who would have fought with the imperial forces, as well as some of the era’s most notable figures, such as samurai Sakamoto Ryoma.

The largest group in the parade depicts the extravagant convoys sent by the shogun to represent him at important imperial ceremonies in Kyoto during the Edo Period (1603-1868). The three most important officials ride horses, while there is also a palanquin carried by attendants

that officials would use when travelling. Afterwards there is a much smaller group that consists of around half a dozen famous women from the period, including a princess sitting on a wheeled platform.

As the parade continues, spectators are able to see the armour of Oda Nobunaga and his commanders, the dress of the warriors and common folk of the Muromachi Period (1338-1573), more famous historical women and nobles of the Heian Period (794-1185). The costumes and characters of the military,

cultural, aristocratic and common people are all on display.

The parade’s last group is the most important in terms of Shinto rituals. A large number of attendants accompany and carry two mikoshi (portable shrines) containing the spirits of Emperor Kammu and Emperor Komei, respectively the first and last emperors to reign from Kyoto. Heian Shrine is dedicated to the spirits of these two emperors, who normally reside in the shrine. However, during the Jidai Matsuri

The aspect of the Jidai Matsuri parade to which the most attention should be paid is the historical attire. Each garment has been made to be as authentic and close to those warn at the time as possible, right down to the materials and dyes used

With historical figures like Toyotomi Hideyoshi and Nobunaga Ieyasu on horseback, Sakamoto Ryoma on foot, and Murasaki

Shikibu on a float, this festival is a history buff’s dream. The “ladies of the Edo period”, who appear in the latter half of the parade, are also very much worth mentioning

they are able to travel through the city in the mikoshi.

The procession leaves Kyoto Imperial Palace at around midday, then loops south to arrive at Heian Shrine by around 2.30pm. The route stretches over a distance of approximately five kilometres and takes about two hours to pass.

The aspect of the Jidai Matsuri parade to which the most attention should be paid is the historical attire. Each garment has been made to be as authentic and close to those warn at the time as possible, right down to the materials and dyes used. The garments are made using iconic Kyoto techniques, such as hand-painted yuzen dyeing and gold brocade, and are all worthy of closer inspection.

True Friendships Are To Be Celebrated

The Vršac-based “Hanami” association organised a series of cultural and sporting events throughout the course of 2022 in commemoration of the 140th anniversary of the establishing of bilateral relations between Japan and Serbia, celebrating 140 years of friendly relations between our two countries

“Hanami” isn’t resting on its laurels, but is rather implementing major preparations for its traditional review of Japanese films, exhibitions of manga drawings, calligraphy and photography, the Balkan Cup in Japanese fencing, an international piano festival, the upcoming tour of trumpeter Danijela Veselinović, the new issue of its Serbian-Japanese newspaper and much more.

“At the start of last year, His Excellency Takahiko Katsumata, Japanese ambassador to Serbia, awarded an accolade to “Hanami” for exceptional achievements that have contributed to furthering mutual understanding and improving friendly relations between Japan and Serbia. This award provided additional encouragement for our team to work hard throughout 2022 and to

start making precise plans for 2023,” says Adrijana Barši, founder of the “Hanami” Association of Serbian-Japanese Friendship. Here, exclusively for our magazine, Mrs Barši provides a detailed presentation of all the events and happenings that the association organised between January and December last year and which marked the strong and sincere friendship between the two countries.

VRŠAC HOSTS THE BEST SAMURAI

Firstly, in cooperation with the Embassy of Japan, the Cultural Centre of Vršac hosted a review of Japanese films that symbolically marked the end of the pandemic, while Vršac hosted the best samurai based in

Europe from 6th to 9th May. Club Goshinkan organised the 12th European Sport Chanbara Championship, representing the world’s first major Japanese fencing event since the outbreak of the pandemic.

“Thanks to the support of the Ministry of Sport of the Republic of Serbia and the Kendo Federation of Serbia, we staged as many as 700 bouts and broadcast them live, so they were enjoyed by more than 10,000 people around the world. We are particularly proud of the fact that video judging was introduced for the first time in the history of Japanese sport fencing, so the final contests unfolded under the patronage and watchful eyes of the greatest masters from Japan,” notes our interlocutor.

The Serbian national team won 27 me -

HANAMI VRŠAC

dals in individual bouts and three medals in team bouts, which marks our greatest success in this sport to date. The competition was formally opened by Japanese Ambassador to Serbia H.E. Takahiko Katsumata and Vršac Mayor Dragana Mitrović.

SUMMER MARKED BY EXHIBITIONS AND REPORTS

Late May saw “Hanami” realise two exhibitions: “Series of Morning Conversations” by academic painter Jelena Gorički and “Kokedama” by artist Gordana Kalnak, who presented plant arrangements created using this special Japanese technique. The third issue of the “Hanami” Serbian-Japanese newspaper, dedicated to the Tokyo Olympics, was published during the summer.

“We also supported exhibitions of Japanese artists at the Bela Crkva Museum, the Fotorama photography festival in Kragujevac, the “Chefs without Borders” event at the Egység Cultural Station and the “Metroplex” futuristic exhibition at the New Cultural Settlement in Novi Sad, as well as almost all events in Belgrade... We also digitised a large number of catalogues of Japanese and Serbian artists, which reached a large number of people in both countries via mobile applications,” explains Barši, listing all the things she worked

arduously, together with her associates, to implement during the summer.

Reportages, photographs, live broadcasts and short films from different parts of Japan were met with great enthusiasm, and enabled the Serbian public to get acquainted with the kabuki theatre form, ikebana flower arranging and origami, calligraphy and sumo wrestling, but also to discover what it’s like to ride a bike through blossoming sakura trees, enjoying the cherry blossom, in the parks of Tokyo and Kyoto...

NUMEROUS PROGRAMMES FOR BOTH CHILDREN AND ADULTS

September showed that there is no rest for “Hanami”, as it was then that the photo exhibition entitled “Tohoku – Japan’s best kept secret” was presented for the first time. The opening of the exhibition

saw the photographer responsible for the works, Masaki Nakamura, thank the people of Serbia, who were the first to collect aid for the earthquake-hit region of Tahoku.

“We subsequently organised Rakugo, a Japanese theatre featuring music from the Edo period performed by artists San’yûtei Rakumaro (rakugo master), Takako Hiraoka (soprano) and Yoshiko Kadota (piano).”

Marking the unfolding of October was the major international piano festival “Aisa&Friends”, held in both Belgrade and Vršac. The festival opened with a concert by Japanese pianist Aisa Ijiri at the Belgrade Philharmonic, while the second day featured a gala concert in the Great Hall of Kolarac Endowment that included the performances of young pianists Yejun Yong (Korea), Anju Nogiwa (Japan), Zosia Dzimitrowicz (UK), Kenichiro Kojima (Japan) and Ekaterina Bonyushkina (Russia). The second part of the concert featured the performances of two duos: Japan’s Maiko Mori and Aisa Ijiri; and Serbian LP DUO Sonja Lončar and Andrija Pavlović.

The festival then moved on to Vršac’s Millennium Centre and the Josif Marinković Music School. The entire week included daily masterclasses and concerts, complete with free masterclasses with professors from Japan for children from 12 music

We digitised a large number of catalogues of Japanese and Serbian artists, which reached a large number of people in both countries via mobile applications

schools in Serbia. Artist Maiko Mori gave a lecture at the Svilara Cultural Station to students of the Novi Sad Academy of Arts on composing, animation and music production for video games.

YEAR’S END BROUGHT TOP CONTENT

The Aisa&Friends Festival became part of Italy’s prestigious Montecatini International Piano Competition, the premiere and final of which actually took place in Vršac. The competition was opened by Florence Philharmonic representative Paolo Davide Cognetti, while the event’s main sponsors were Palladio East, Confindustria Serbia, the Italian Institute of Culture and the Italian Embassy in the Republic of Serbia. This ensured that, apart from Japan, residents of Vršac could feel the exceptional spirit of Italy throughout the entire final, which included seven competing finalists from Japan, Serbia, Ukraine, Taiwan, Russia and the U.S.

The festival culminated with a concert by Serbia’s princess of the trumpet, Danijela Veselinović, accompanied by an orchestra, which served to announce the upcoming collaboration with a traditional orchestra from Japan for a major tour of Japan and Serbia in 2023.

“Hanami” was also part of November’s SPIK Festival of Movement and Choreodrama in Kosovska Mitrovica, which was

set up by Vera Obradović Ph.D. This event included the presenting of an exhibition of photographs by Japanese artists and a lecture on the topic “Japanese swordsmanship – from traditional samurai skills to a modern sports concept”. “Hanami” also organised the workshop of contemporary Japanese artist and choreographer Chiemi Fukumori, entitled “Dance like no one else”.

“For the end of the year, Vršac’s Borislav Petrov-Braca Gymnasium High School and “Hanami” held a contest for fine art and literary works on the topic “Japan and Serbia, 140 years of friendship - What unites us”, which received submissions of 877 works from 36 Serbian towns and cities. In the Millennium Centre’s multimedia hall, we presented the educational video game “Nea&Kuki discover Japan”, which will soon be available via a free application, and the

board game “Japanese Adventure”, which we print in large numbers as educational material,” explains a proud Mrs Barši.

ENTERING 2023 WITH MAJOR PLANS

According to the announcement of our interlocutor, “Hanami” is this year preparing its traditional review of Japanese films, an exhibition of the best drawings by manga artists, the Balkan Cup in Japanese fencing, the second international piano festival, Japanese theatre performances, exhibitions of various artists, calligraphers, photographers, Danijela Veselinović’s tour of Japan, a new issue of the Serbian-Japanese newspaper and much more.

“We receive great support for everything we do from the Embassy of Japan in the Republic of Serbia, the Ministry of Culture, Ministry of Youth and Sports, the Provincial Secretariat for Culture, the City of Vršac, the Kendo Association of Serbia, the Josif Marinković Music School, the Borislav Petrov Braca Gymnasium High School and Club Goshinkan,” says Barši, before formally announcing the construction of the Hanami Centre of Japanese Sport and Culture in Vršac. The design concept project has been entrusted to architect Milorad Ćirić, while the centre – to be presented this coming May – will feature a gallery, a traditional dojo training hall, a tea ceremony house and a Japanese garden.

Assistance in commemorating the anniversary was provided by the Serbian ministries of culture and information and youth and sports, the Provincial Secretariat for Culture, the City of Vršac and numerous Japanese institutions

Review Of Japanese Films 2023

The Japanese Embassy to the Republic ofSerbia informs all interested parties that four new Japanese Films will be screened between Thursday, 9th February and Sunday, 12th February, 2003, at the Yugoslav Film Archives Cinematheque (Uzun Mirkova 1,Belgrade).These films have been provided in cooperation with the Japanese Foundation and includesubtitles in the Serbian language.

YUGOSLAV CINEMATHEQUE (UZUN MIRKOVA 1, BELGRADE)

THE PROGRAM:

THURSDAY, FEBRUARY 9, 2023 AT 8:00 PM

A BANANA? AT THIS TIME OF NIGHT?

FRIDAY, FEBRUARY 10, 2023 AT 8:00 PM

IWANE: THE SWORD OF SERENITY

SATURDAY, FEBRUARY 11, 2023 AT 8:00 PM

BEAUTIFUL STAR

SUNDAY, FEBRUARY 12, 2023 AT 8:00 PM

ALMOST A MIRACLE

Ehomaki: The Sushi Roll That Brings You Luck

Ehomaki (恵方巻), which is made up of the kanji for 恵 (favoured, blessed), 方 (direction), and 巻 (roll), is a thick sushi roll containing a variety of toppings packed in and is eaten on the evening of setsubun, which marks the last day of winter