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External Trade Organisation hr ws ceeain n uies ewe Aus between business in acceleration was there newsletter. Sydney’s JETRO of tion readers, Dear sale of its life insurance business MLC to Japan’s Japan’s to MLC business insurance life its of sale NAB’s of completion the with prominent, especially was sector services 2016.financial into The strongly force. full into coming (JAEPA) Agreement Partnership Economic Japan the and Ja pan and Australia of Ministers Prime commencing the between democracy shuttle with Japan, and Australia between momentum business in increase clear a been has there Particularly, Japan. and tralia 2016 and expected trends moving into 2017. into moving trends expected 2016 and of trends investment recent the reviews MD Sydney’s JETRO Message fromourManagingDirector Kawasaki presents a new trend in Japanese food. Japanese in trend anew presents Kawasaki Minako Director Development Business Sydney JETRO Article: JapaneseFoodisTaking Flight MANAGING DIRECTOR A MESSAGE FROM THE IN THISISSUE: Summer Investment into Australia from Japan continued continued Japan from Australia into Investment which in year the as described be could 2016 edi 2016/17Summer the reading for you Thank 2016/17 DIRECTOR MANAGING Hirano Shuichi Issue4 Sydney PAGE 5-6 PAGE 1 - - - ae f hi pout wih ae ue f h su the of use makes which product, their of sale the marketing test began 2016 July of and Pty Limited, Grain Healthy The Melbourne-based the with food functional of development joint their tensified one attention. particular is attracting been has that area prowess technological Australia’s use the through companies Australian and be Japanese about tween brought synergy the of result a as tion example. such one was March in Ginza in The store a opening restaurant Apollo Greek Modern based Sydney The 2016. in prominent was Japan into Australia over all from restaurants, famous and chains, food fast various the of expansion the especially sector, ices serv the company, Australian an by Japan into sion con examples. tinuing the of some just being Ltd Pty FXAsia Australia- based of ownership 100% acquiring Japan’s Rakuten and Wealth, ClearView in stake a taining ob Insurance Life Sony Japan-based Life, Nippon pany is adapting their strategies to a new market. market. anew to strategies their adapting is pany com services business and logistics this how about Read Success Case:DrakeBusiness Logistics Australia to and Japanese brings Madman how discusses Kershaw Nathan Guest Special FEATURE: MadmanEntertainment o eape te aaee opn Tii in Teijin company Japanese the example, For crea business new for potential the addition, In expan value large no was there while However, Newsletter PAGE 2-3 PAGE 7 ------are expanding to a new stage. anew to expanding are and Japan Australia between relations business that apparent. readily becomes potential that of scale massive the when year the 2017becoming with intensify, further should Japan and Australia between cooperation innovation above-mentioned the has taken main stage, sectors and energy source re the in expansion previously Whilst Japan. Australia and between cooperation innovation of ing further the concerning Abe Minister Prime with an 2015,accord he reached in December Japan products. medicine of regenerative development and research own their further to possessed Therapeutics Cynata that know-how and skills technical the incorporate to on gone since has and 2016, August in Limited Therapeutics Cynata venture medicine regenerative attention. of deal agreat attracted has product winning award the then, Since market. Japanese the within BARLEYmax™, wholegrain per developments between Australia and Japan. and Australia between developments innovative recent on reports Panagiotopolous Manuel AJEI’s Manuel: CollaborationinInnovation ment to promote innovation and R&D in science. in R&D and innovation promote to ment govern Japanese the by taken steps new at looks editor Our Editor’s Corner:Innovationand R&D Sydney It therefore would not be an exaggeration to say say to exaggeration an be not would therefore It visited Turnbull Malcolm Minister Prime When Australian the into invested film Fuji Meanwhile www.jetro.go.jp/australia - Summer Newsletter PAGE 8 PAGE 4 1 - - -

Photo by Yoshikazu Takada / CC BY IN THIS ISSUE: MD’s Message P.1 Japanese Food P.5-6 Feature: Madman P.2-3 Success Case P.7 Sydney Newsletter Manuel’s View P.4 Editor’s Corner P.8 ISSUE 4 - SUMMER 2016/17

Photo:Courtesy of Madman FEATURE ARTICLE: Japanese Pop Culture in Australia 20 years later we are amazed and pleased that 200 products per year, including DVD, Blu-Ray the market has shown consistent growth, first and limited edition “premiums”, and represents through video, then DVD and Blu-Ray, and more some of the biggest brands in anime including recently through VOD platforms like our own , Z, , , Nathan Kershaw animelab.com making Japanese animation more Sailor Moon, Attack on Titan, and Evangelion. Event Manager and more accessible to a wider audience. Madman also have a strong focus on bringing Madman Entertaiment One of the most striking demonstrations of Japanese live action and anime films to Austral- Madman Entertainment is Australia’s leading the growth of the genre is attendance of anime ian and New Zealand cinemas. For over 10 years independent theatrical, home entertainment fans at conventions. Recently Madman celebrated Madman has distributed Japanese film content, distribution and rights management company, our love of anime at “Madman Anime Festival” and has pioneered a “speed-to-market” ap- specialising in the wholesale distribution of DVD and Blu-Ray product into sales channels through- out Australia and New Zealand. Madman proudly showcases in collectible and special Madman started distributing Japanese anime around 20 years interest genres including Australian film, world cinema, TV, kids’ content, Anime, sports and more. ago. We learned about the amazing variety of imaginative and high quality animation [...] and believed there was an opportu- EARLY DAYS nity in the Australian market for this genre. .” Established back in 1996 by a couple of self- confessed nerds, keen to share their passion for in Melbourne with around 10,000 fans. We have proach, ensuring that fans can see films released awesome content, Madman is proudly independ- also recently announced that Madman Anime in cinemas as close as possible to the Japanese ent, run by fans, for fans and is still managed by Festival will be coming to Perth in March and theatrical release date. In 2016 alone, Madman founders Tim Anderson and Paul Wiegard. Brisbane in June and look forward to celebrating has released a slew of Japanese and anime films When recently interviewed, Mr Anderson anime with fans there also!’ in cinemas, including Shin Godzilla, Your Name, said the following: ‘Madman started distribut- The Boy and the Beast, Final Fantasy XV: Kings- ing Japanese anime around 20 years ago. We MARKET APPROACH glave, One Piece Film: Gold, and Only Yesterday. learned about the amazing variety of imaginative Madman has been the voice of anime in Aus- In addition to releasing Japanese content and high quality animation produced for all age tralia and New Zealand for 20 years. As Australia on disc and digital, Madman Entertainment audiences in Japan and believed there was an op- and New Zealand’s largest distributer of Japanese portunity in the Australian market for this genre. entertainment content, Madman releases over continued on page 3

2 Sydney - Summer Newsletter IN THIS ISSUE: MD’s Message P.1 Japanese Food P.5-6 Feature: Madman P.2-3 Success Case P.7 Sydney Newsletter Manuel’s View P.4 Editor’s Corner P.8 ISSUE 4 - SUMMER 2016/17

Photo:Courtesy of Madman Entertainment From page 2 Japanese pop culture event! Madman Anime Festival was held in Melbourne’s number one also operates AnimeLab, a dedicated anime event space, the Melbourne Convention and video platform that fast-tracks hit shows direct Exhibition centre and included 11 international from Japan. AnimeLab has a massive catalogue guests from Japan, , and the USA. including simulcasts Naruto Shippuden and Licensors such as , Visual, Toei, and huge hits like , and NTV provided support for the festival, One-Punch Man, Attack on Titan and Sword Art and sponsors included Bushiroad, Canon, Sony, Online. Subscribers have the option to have a free The Japan Foundation, and SBS PopAsia. Over membership, which includes ads and standard 10,000 people from across Australia attended the definition streaming, or a Premium membership festival over 2 days, enjoying exclusive exhibits that (amongst other things) is ad-free, offers high and panels, unique retail offerings, a maid café, definition streaming, and access to stream new cosplay, authentic Japanese food, and the Austral- Photo:Courtesy of Madman Entertainment episodes just hours after they air in Japan. With ian premiere of One Piece Film: Gold. over 260 shows and 6,000 episodes stream- Following the success of the 2016 event, ing, there is no shortage of anime available for Madman Anime Festival will return in 2017 in Australian and New Zealand fans to watch on three cities across Australia: Perth on March 4-5, demand. Brisbane on June 10-11, and Melbourne on No- Madman Entertainment sponsors over 30 vember 4-5. The 2017 festivals will include eve- anime and pop culture events across Australia rything that made Madman Anime Festival 2016 and New Zealand, as well as regularly attending the anime event of the year, including exciting over 25, including Supanova Expo, Oz Comic Con, international guests, exclusive exhibits, screen- PAX and Expo. This provides direct ings, awesome community events, and more! exposure to over 400,000 fans, allowing Madman to interact with anime and Japanese pop culture Nathan is Event Manager of Madman Enter- fans directly. tainment. For more information please visit www.madman.com.au or contact Nathan RECENT EVENTS directly at +61 3 9261 9200 or nathan@mad- On September 3rd and 4th, 2016, Madman man.com.au launched Australia’s first, professionally-run,

Sydney - Summer Newsletter 3 IN THIS ISSUE: MD’s Message P.1 Japanese Food P.5-6 Feature: Madman P.2-3 Success Case P.7 Sydney Newsletter Manuel’s View P.4 Editor’s Corner P.8 ISSUE 4 - SUMMER 2016/17

Photo:https://unsplash.com/@daryan Collaboration in Innovation: Not Just Words developed into a muesli type product which is major initiative under the MOU. now so popular in Japan that production can’t Education is a key aspect of innovation col- keep up with demand; 3) Recaldent discovered laboration. Austrade Japan organised for the Manuel Panagiotopolous the compound CCP-ACP, which mimics the build- Vice Chancellors of Australia’s Group of Eight Australian & Japanese ing blocks of tooth enamel. The compound is Universities to meet with major corporations Economic Intelligence used to mineralise teeth after they have had acid and also committed to developing with Japan’s Innovation is the new buzz word and is often attack from foods and drinks. Its biggest com- RU11 group of universities researcher collabora- hard to decide when it’s real or just a nice word. mercial success resulted from the incorporation tions, Doctoral student exchanges, joint research But recently our friend Jane Madden, Executive of the product into chewing gum by a Japanese awards and joint professorial appointments. The Director at Austrade, gave an excellent presenta- manufacturer. number of collaborative publications by Austral- tion at one of my events and showed how real is The innovation agendas of both countries is ian and Japanese researchers has more than the existing and potential collaboration in inno- also producing results and setting the param- doubled over the last decade. vation between Australia and Japan. Naturally, eters for future success. In Japan a key reform An example of corporate and academic R&D this is built on the long-term partnership that of the Abenomics agenda has been the creation Collaboration is Sapporo Breweries working Australia and Japan have enjoyed due to trust of a super agency called the Agency for Medical closely with the University of Adelaide under and mutual respect for intellectual property. Reform and Development (AMED) with US$1.4 a collaborative barley research and breeding Real commercial examples include: 1) Plantic billion in funding. The first regenerative medicine program to develop new barley varieties such as Technologies, which produces a range of corn solution to take advantage of this new arrange- Southern Star. starch based formulations used to manufacture ment was developed by Australia’s Mesoblast These are just the tip of the iceberg of a flat sheet bioplastic, which is thermoformed to who partnered with a Japanese company to collaboration in numerous fields: regenerative produce biodegradable trays. In 2015 the world clear the regulatory hurdles. medicine, medical devices, aquaculture, agritech leader in barrier technology - Kuraray Group of During Prime Minister Turnbull’s visit in and food tech, cybertech, fintech, satellite Japan - purchased Plantic technologies to meet December 2015, Austrade signed an MOU with technology, carbon fibre and 3D printing. In the ever growing global needs for more envi- Japan’s Forum for Innovative Regenerative Medi- WA in particular, resources and energy-related ronmental and performance efficient plastics; 2) cine (which has over 200 corporate and research technology critical. BarleyMax, which commercialized the functional institution members) to foster collaboration and JETRO works closely with Austrade to in- aspects of a new non-genetically modified the development of regenerative medicine be- crease the number of Australian ventures consid- barley based super food which has extraordi- tween Australia and Japan. In September 2016 ering Japan as a location to commercialise their nary benefits for gut health. In a joint venture Austrade organised a Japanese Regenerative technology by introducing Australian innovation with Teijin Co of Japan, the product has been Medicine Mission to Australia. This was the first into the Japanese commercialisation pipeline.

4 Sydney - Summer Newsletter IN THIS ISSUE: MD’s Message P.1 Japanese Food P.5-6 Feature: Madman P.2-3 Success Case P.7 Sydney Newsletter Manuel’s View P.4 Editor’s Corner P.8 ISSUE 4 - SUMMER 2016/17

Photo:https://unsplash.com/@epicurrence Japanese Food is Taking Flight: Alpha Flight Services’ New Route Haneda Airport, Tokyo. In addition, in December day, 60,000 meals are prepared by hand, one by 2016 Qantas announced the launch of a Mel- one in the Sydney North Unit. bourne to Narita service. As the number of tour- In-flight catering companies also follow the Minako Kawasaki ists and connecting flight routes to Japan are policies and standards of the International Air Business Development increasing, companies like Alpha Flight Services, Transport Association (IATA). As such, special Director who provide in-flight meals to ANA in Australia, in-flight meals are prepared for religious, ethnic, Alpha Flight Services Pty Ltd, head office in are seizing this business opportunity. health, and other categories. This includes child the Gold Coast, is an Australian based in-flight Alpha Flight Services is a part of the Emir- meals for children, vegetarian meals that contain catering provider, with a number of food crea- ates Group, with over 1,800 employees across no animal products, cholesterol and calorie tion facilities across Australia, including two in- Australia. In addition to manufacturing in-flight restricted meals. In total there are six types of flight catering Units located at Sydney Airport. meals for airlines, they also supply beverages, vegetarian meals, including vegan meals, which In recent years, the number of Australian tourists newspapers and other in-flight services. contain no egg, dairy, and other animal derived travelling to Japan has been increasing, and as Alpha is affiliated with over 40 airlines and foodstuffs, and religious meals such as Hindu a result Japanese food is attracting increasing occupies a 70% market share on international style vegetarian meals, which restrict some but attention in the airline industry of Australia. flight services from Australia, with over 350 not all meat or dairy products. According to data from The Australian chefs preparing over 22 million meals each year. Different in-flight services companies provide Bureau of Statistics (ABS), during 2015-16 the They have 11 in-flight catering units across Aus- different options, but for travellers, usually if you number of short term departures to Japan num- tralia, with separate kitchen facilities for halal make a request beforehand you can receive a bered 340,000. This is an increase of 246.5% and non-halal foods. In addition, Alpha has special in-flight meal for no additional charges. compared to the period 10 years ago from almost finished construction of their brand new Alpha accepts special meal requests from airline 2005-06. For tourists travelling from Australia Melbourne catering unit, which will become the companies 72 hours prior to flight departure, heading overseas, sightseeing is their greatest largest airline catering unit in Australia. and can prepare meals until 12 hours before travel purpose, at 59.4%. Generally speaking, For food production facilities, maintaining flight time. They record the number special in- Japan is well known in Australia as a great ski food safety is crucial. By following the standards flight meals required by airlines every day, and destination, but in recent years is becoming of the Hazard analysis and critical control points depending on the aircraft, more that 80% of more popular in overall general tourism. (HACCP) system, hygiene and temperature the in-flight meals for a particular route may be In 2015, Qantas started a new flight route control is thoroughly monitored during food special meals. connecting Brisbane airport to Narita Airport, preparation, transportation, and storage stages. Alpha Flight Services Pty Ltd has three exclu- Tokyo, and All Nippon Airways (ANA) com- At Alpha, used dishes are cleaned thoroughly, menced their new flight route Sydney airport to and in-flight meals are prepared strictly. In one continued on page 6

Sydney - Summer Newsletter 5 IN THIS ISSUE: MD’s Message P.1 Japanese Food P.5-6 Feature: Madman P.2-3 Success Case P.7 Sydney Newsletter Manuel’s View P.4 Editor’s Corner P.8 ISSUE 4 - SUMMER 2016/17

JETRO Sydney Welcomes Its New Business Development Director

From page 5 Last month JETRO Sydney welcomed the experience in her personal and professional sive Japanese chefs to prepare in-flight meals for newest member of its team in the form of Busi- career. ANA. After speaking with Mr. Prakash Chand, ness Development Director Ms. Rika Ando, who After her early childhood, Ms. Ando moved to Corporate Chef Culinary Training & Develop- is replacing outgoing Ms. Minako Kawasaki. America where she attended high school in New ment, he stated how through the partnership JETRO wishes Ms. Kawasaki the best for Hampshire, and then moving on to attend Union with ANA, Alpha chose to employ new chefs her future back in Japan and thanks her for her College in upstate New York. After graduating with Japanese food experience, to provided contribution to the team at JETRO Sydney during from university she moved to South Korea for fully fledged Japanese culinary experiences for her time with us. During Ms. Kawasaki’s stay in Graduate school. travellers. However, Alpha is not only looking at Sydney, of almost 4 years, she worked tirelessly Ms. Ando has over 10 years work experience Japanese cuisine, but looking to provide more to improve trade relations between Japan and with JETRO. During that time she has worked for authentic meals and improve Alpha chefs’ skills Australia, and assisted numerous Australia a number of departments, including the Trade for a variety of world cuisines. companies in establishing their own Japanese Fair Department for international trade fairs and Prakash with Alpha Flight Services Chefs subsidiaries. Upon returning to Japan, Ms. exhibitions, Planning Department, focusing on recently attended JETRO Sydney’s Japanese Food Kawasaki will take up a new role in JETRO Tokyo JETRO activities in North America and Oceania, & Ingredients Masterclass, an event to provide Headquarters’ Trade Fair Department. Research Department, focusing on renewable chefs with ideas, tips and methods for effec- Whilst we regret the loss of all staff once energy in North America, and most recently the tively blending traditional Japanese ingredients they have moved on from our organisation’s IP and Innovation Department, dealing with in Western Cuisine. As the number of Australian Sydney office, we are simultaneously grateful standards and regulations. tourists travelling to Japan continues to increase, to have been sent such a highly qualified and This is Ms. Ando’s first post to Australia, and we are sure to see increasing interest and accomplished replacement as Ms. Ando. JETRO Sydney hopes you enjoy working with her development of Japanese cuisine for Australian Originally from Tokyo, Minato district, Ms. as much as we do in this exciting new phase of palates. Ando has accumulated a wealth of international the relationship between Japan & Australia. WANT TO DO BUSINESS IN JAPAN? CONTACT JETRO SYDNEY: L15, Governor Macquarie Tower 02 9002 6200 [email protected] 1 Farrer Place Sydney 2000

6 Sydney - Summer Newsletter IN THIS ISSUE: MD’s Message P.1 Japanese Food P.5-6 Feature: Madman P.2-3 Success Case P.7 Sydney Newsletter Manuel’s View P.4 Editor’s Corner P.8 ISSUE 4 - SUMMER 2016/17

Photo: https://unsplash.com/@bchild311 SUCCESS CASE:

solutions to the Asian market, Business built relationships, market size, and a convenient Services (DBSA) was formed. With locations and easy to navigate transportation network. across Asia, including , and the Philip- In June 2015, DBL contacted JETRO Sydney to Drake Business Logistics Pty Ltd (DBL) is a pines, DBSA looked to Japan as their next major assist them in their expansion to Japan. JETRO, Sydney based specialist provider in the business business destination. in conjunction with DBL’s Japan agent, assisted process outsourcing market, offering compre- Mr. Grant Mackenzie, Director & Chief in the research and business plan to enter Japan. hensive Document and Office Management Executive of DBSA, spoke with JETRO on why he In particular, Grant stated how helpful JETRO Services covering the entire input, output and considered Japan an exciting business oppor- was in providing a good understanding of the archiving value chain, including physical and tunity. He stated that SPS requested that DBSA legal requirements and paperwork involved digital mailrooms and corporate office services. in setting up a subsidiary in Japan. In addi- Boasting a wide client portfolio, serving tion, JETRO was able to assist DBL in finding numerous local and global companies across [merging] traditional office translation and accounting services. Once initial various industries, DBL focuses on providing high management with modern processes were completed, DBL made use of quality services for both back and front office JETRO’s Invest Japan Business Support Center functions. The aim; combine both people and technology was a strong busi- (IBSC). This provided them with 50 days of free technology to create innovative solutions. Such ness opportunity in Japan.” temporary office space, a crucial support in the services include Internal live tracking system set up in Japan, as they had clients asking when beginning of overseas operations. In March Track and Trace – iTrak, which delivers complete they would begin operations there, and that 2016, Drake Business Services Japan K.K. began accountability along the internal logistics chain, the market had great potential for them, but operations in Japan. courier management system uBook, for staff to would require a comprehensive research and In less than a year since operations began, order and track couriers directly from their desk- entry plan. Grant said how Japan’s situation was DBS Japan has hit the ground running, hiring 20 top, and Records Management system uFile, a peculiar for them, technologically advanced, staff, with a goal of 50 to 100 staff in the next detailed record management information tool, but with strong bureaucratic traditions. “The 12 months. Business is going well, and now for efficient storage and archiving. solutions provided by DBSA to merge traditional DBS Japan is working with a number of clients DBL was formed in 2012 as a subsidiary of office management with modern technology of foreign companies based in Japan to provide Drake Australia Pty Ltd, and is the official sup- was a strong business opportunity in Japan” innovative solutions. After building up solid plier of Swiss Post Solutions (SPS) services in Grant stated. Other factors that were of interest business experience in Japan servicing foreign Australia and New Zealand. However that was to DBSA in Japan’s market included, a stable and companies, DBS Japan plans to branch out and just the beginning. To provide comprehensive positive economy, focus on low risk and trust expand services to local Japanese companies.

Sydney - Summer Newsletter 7 IN THIS ISSUE: MD’s Message P.1 Japanese Food P.5-6 Feature: Madman P.2-3 Success Case P.7 Sydney Newsletter Manuel’s View P.4 Editor’s Corner P.8 ISSUE 4 - SUMMER 2016/17

Photo: https://unsplash.com/@jessedo81 Editor’s Corner: Life Science in Japan - Bolstering Innovation and Replenishing R&D

the problems of Drug Lag and Device Lag which A number of prefectures in Japan are looking indicated delay in the approval of drugs and to attract foreign investment in the life science medical devices, and early commercialization of industry. Recently, in October this year, the Adam Sims innovative medical products and equipment. Osaka prefectural government travelled to Mel- Editor To give an example, there have been various bourne to promote its’ local life science industry. Japan boasts the world’s number two mar- new efforts undertaken to assist pharmaceutical There are 727 life science companies with head ket, next to the US, for global pharmaceutical manufactures in improving the environment for offices in Osaka prefecture (as of Jan, 2013), and products and medical equipment. At a market developing new drugs. One of which is promot- many foreign companies, from big pharma, to share of roughly 10%, a number of major foreign ing the development of unapproved drugs to start-ups, are choosing to set up business there. companies have entered the market and operat- fulfil unmet medical needs. There are many Examples include Bayer Yakuhin, AstraZeneca ing in various fields. know diseases where current drug treatment KK, and Eli Lilly. Faced with a declining birth rate, and an is unsatisfactory, such as Alzheimer’s disease, The Japanese government has targeted the aging population, the Japanese government has multiple sclerosis, cancer, and so on. The govern- Life Science Industry as a key attractive sector taken steps to vitalize the medical/healthcare ment launched subsidy programs to promote for FDI into Japan. Under cabinet approved markets and make them attractive to enter development of unapproved drugs through the “Healthcare and Medical Strategy”, the goals through various reforms. This can be broken Pharmaceutical Development Support Center heading into the future include seamlessly down in to two main areas; Replenishing R&D (PDSC). About 20 foreign companies, including R&D and commercialization stages, pro- pipelines, and bolstering innovation. Schering-Plough, Merck, Mylan, and Alcon have mote development of new healthcare services, This includes promotion of commercializa- benefited from this system, and many new drugs and realize efficient and high-quality medical tion of regenerative medicine, elimination of have started to be developed and approved. services by utilising new ICT. The Japanese Government would like to invite you to subscribe to its new JETRO Global Channel Online Newsletter: See the latest JETRO videos at: ‘We Are Tomodachi’ at: https://www.youtube.com/ http://www.japan.go.jp/tomodachi/ user/jetroglobalchannel/

8 Sydney - Summer Newsletter This Newsletter is produced and distributed by JETRO Sydney. To unsubscribe email [email protected] with the subject heading ‘unsubscribe’.