Switzerland Newsletter Switzerland Newsletter

IS S U E 62 Switzerland Newsletter J U N E 2 0 1 4 Japan External Trade Organization

Nestlé is present on Japanese market for over a century Inside this Established in 1866, Nestlé Group and Kit Kat, but Nestlé is also issue is a world leading food and bever- present in Japan with beverage age company. systems such as Nespresso, Spe- Nestlé is pre- 1 sent on Japa- + Nestlé and Anglo-Swiss Con- cial.T, pet food or Nestlé Health nese market 2 densed Milk Co. started in 1913 to Science products for special for over a cen- sell products in Japan. Nestlé Ja- dietary needs, especially of the tury pan Ltd. now employs a total of elderly. Japan’s cur- 2 2,400 people (as of 2013). rent economic Melanie Kohli is a Swiss Execu- What are the advantages and situation tive Officer at Nestlé Japan Ltd. challenges of the Japanese JETRO cele- 3 since 2013. She started to work at market for Nestlé? brates 150 th anniversary at Nestlé’s headquarters in Vevey in Nestlé’s strong global brands Geneva Book 2008. She kindly accepted to an- and its unmatched R&D capa- Fair swer the questions of JETRO Swit- bilities are a strong competitive Hitachi has 4 zerland Newsletter . advantage for the company as a Nestlé’s advertising picture Nestlé Corporate Brochure 2013 developed whole, including its local sub- “EMIEW 2” robot What have been the milestones sidiaries. At the same time as green tea, strawberry or wa- in the development of Nestlé in Nestlé is a highly decentralized sabi. It is also very popular as a Japan? company. While the overall good luck token at school entry Nestlé has been present in Japan direction is defined globally, the exams because the Japanese pro- for over 100 years. In 1913 Nestlé execution of the strategy de- nunciation of Kit Kat (Jap: Kitto opened a branch in Yokohama to pends on the local requirements. katto) is similar to “Kitto kattoh!” sell condensed milk and other In the end, food is local, and or “you will surely win!” in Kyu- milk-based products. In 1922, the consumers’ needs vary from shu dialect. This year we also branch was moved to Kobe, country to country. The strong opened the world’s first Kit Kat where Nestlé Japan still has its roots and the creative flexibility boutique in Tokyo, a shop-in- head office today. Nestlé intro- are two important advantage for shop where we offer premium Kit 会見 duced Nescafé soluble coffee, and us. Kat chocolate bars, and we introduced the first Kit Kat that can INTERVIEW thus helped to co-create a unique coffee culture in Japan. Still to- What are the specificities of be baked in the oven like a day, Japan is one of the most im- the Japanese market? Could cookie. These initiatives are an portant markets for Nescafé you please introduce some answer to the Japanese con- worldwide. The first production examples of Nestlé’s success- sumer’s openness to discover the facilities were built in the early ful products? same brand in new and unex- 1960s, to produce Nescafé soluble Kit Kat is a good example for a pected ways. coffee and today Nestlé has three global brand and its local production facilities and employs uniqueness. Not only is it avail- around 2,400 people in Japan. The able in Japan – and only Japan - (Continued on page 2) main brands today are Nescafé in many different varieties, such

Page 2 JETRO Switzerland Newsletter

Japan’s current economic situation 動向 According to the May issue of the year. Exports were up 3.6% for report published by the Bank of Asia, 2.5% for North America and

SITUATION Japan (BoJ), “Japan's economy has 14.4% for Western Europe. Japan continued to recover moderately as logged a trade deficit of ¥ 808.9 a trend, although the subsequent billion, down 7.8% from the previ- decline in demand following the ous year. front-loaded increase prior to the As further mentioned by the BoJ, consumption tax hike has been “excluding the direct effects of the observed”. consumption tax hike, domestic Reflecting the recovery of Japan’s corporate goods prices are ex- economy, the Tankan judgment pected to remain more or less flat survey for large manufacturing for the time being”. The consumer enterprises increased from –8 in price index for Japan in March March 2013 to 17 in March 2014. 2014 was 101.0 (2010=100), up 0.3% Tankan judgment survey (business conditions, actual results) Japan’s exports increased 5.1% to from the previous month, and up Bank of Japan ¥ 6,069 billion in April over the 1.6% over the year. Nestlé is present on Japanese market for over a century 会見 (Continued from page 1)

INTERVIEW What is the business situation and outlook (targets) of Nestlé in Japan? Japanese lifestyles are changing. While the population is decreas-

ing, the number of households in Advertising picture for Nestlé’s products: Nestlé Group’s global sales Japan is increasing, because of a Kit Kat, Crunch and Aero by main product groups Nestlé Corporate Brochure 2013 Nestlé Corporate Brochure 2013 growing number of single-person and two-person households. With less people per household, eating we already have over 120,000 Am- for its development in Japan? habits change. For example, while bassador across the country. In the Nestlé Japan contributes to a conventional coffee machine context of higher social isolation, Nestlé’s global long-term objective could prepare many cups at a time, such informal cafés present impor- to be the world’s leading nutrition, machines like Nescafé Dolce Gusto tant opportunities for people to health and wellness company. or Nescafé Barista meet the needs connect. Good nutrition will play an ever of today’s consumer, to prepare more important role in the health one cup at the time, anytime. What are in your views the keys and wellness of people. At Nestlé And such machines are not only for the success on the Japanese we want to build a business capa- used in homes. We have intro- market? ble of both delivering shareholder duced the Nescafé Ambassador Like everywhere else, it is key to value and helping people to im- system, where we provide a free understand the consumer, to adapt prove their nutrition, health and machine to cater small offices, to change and to anticipate needs. wellness. And in Japan this cer- study groups or businesses. This tainly includes the health of a rap- system is extremely popular, and What is the strategy of Nestlé idly aging population.

Issue 62 Page 3

JETRO celebrates 150 th anniversary at Geneva Book Fair 活動

ACTIVITY

Japan’s Pavilion at Geneva book fair Large audience for Japanese books JETRO’s economic seminar

JETRO Geneva celebrated the provided an overview of the main Africa and Middle-East, intro- 150 th anniversary at Geneva Inter- players of the history of Swiss— duced the history of Nestlé’s ac- national Book and Press Fair, held Japanese relations: Elie Ripon, tivities in Japan (see article pages 1 this year from April 30 to May 4. Johann Caspar Horner, Aimé and 2). Humbert, Rodolphe Lindau, Ivan Pictet, President of the Fon- Economic seminar Henry Dunant (founder of the Red dation pour Genève, outlined JETRO organized an seminar on Cross) and Colonel Gertsch. some economic and financial fig- May 2, in collaboration with the Georg Blind, University of Zurich, ures related to Japan. Swiss Japanese Chamber of Com- underlined that Japan- About 50 participants attended merce (SJCC). Switzerland Free Trade and Eco- this seminar. Philippe Dallais, Ethnographic nomic Partnership Agreement (JS- Museum of Neuchâtel, introduced FTEPA) liberalized almost 70% of JETRO’s booth the beginnings of trade between bilateral trade value. The total JETRO also held a booth at the Japan and Switzerland. tariff saving was CHF 8.75 million fair. Our staff promoted industrial Roger Mottini, editor of the book for Japan in 2012. tourism and provided leaflets and “Switzerland and Japan 1864— Pierre Schaufelberger, Vice- information to visitors interested 2014. 150 Years of Official Rela- President of Nestlé, Regional to invest in Japan. tions. 150 th Anniversary Yearbook”, Management Zone Asia, Oceania,

Roger Mottini, editor of the book Pierre Schaufelberger, Vice-President, Re- Ivan Pictet, President of the Fondation “Switzerland and Japan 1864—2014. gional Management Zone Asia, Oceania, pour Genève 150 Years of Official Relations. Africa and Middle-East, Nestlé SA 150 th Anniversary Yearbook” Issue 62 Page 4

Hitachi has developed “EMIEW 2” robot 革新 The Japanese multinational engi- which eliminates the noise gener- neering and electronics firm Hi- ated by the robot itself. INNOVATION tachi, Ltd has created a new ver- It can recognize human voices and sion of its robot named “EMIEW”. engage conversation. It can even EMIEW stands for Excellent Mo- make jokes. When it was asked bility and Interactive Existence as how many people work at Hi- Workmate. tachi’s laboratory, it said: “"We EMIEW2 (see picture) is a human- have two swans!”. As the person shaped robot of a height of 80 cm asking the robot was confused by and a weight of 14 kg. Its two this answer, the robot added: “You wheels enable it to move at a hu- got it? I'm kidding, we have about man speed of 6 km/h. An “Active 800 people working here”. suspension” and a “Idling control EMIEW2 has been “developed as technology” allows it to move over part of Hitachi's efforts to create a obstacles, such as threshold, mat- service robot with diverse commu- tress or electric cables. nication functions that could safely In addition, EMIEW2 is able to coexist with humans while con- discuss with a person. It is ducting necessary services”.

Agenda ✓ 23 rd — 24 th Jun.: S-GE Impulse: Asia 日程 rd Highlights on Japan on 23 June, 8.30 am —12:30 am AGENDA Rüschlikon/Zürich For further information, please access to SGE Website at: http://www.s-ge.com

JETRO is a government-related organization that works to promote mutual trade and investment between Japan and the rest of the world. Originally established in 1958 to promote Japanese exports abroad, JETRO’s core focus in the 21st century has shifted toward promoting foreign direct investment into Japan and helping small to medium size Japanese firms maximize their global export potential.

JETRO Geneva The JETRO Switzerland Newsletter can also be viewed and/or downloaded online: 80, Rue de Lausanne http://www.jetro.go.jp/switzerland/newsletter 1202 Geneva Phone: 022/732 13 04 Fax: 022/732 07 72 E-mail: [email protected]