'Japan is looking to Norway now'
'Japan is a major global power and one of the world's largest economies. It is the world's fifth-largest energy consumer, but is working to become carbon neutral by 2050,' says Grandum.
He heads our office in the Japanese capital, where he has lived for more than 20 years.
In December 2023, Grandum was in Tokyo with Prime Minister Jonas Gahr Støre when Minister of Trade and Industry Jan Christian Vestre and his Japanese counterpart, Yasutoshi Nishimura, signed a joint declaration on closer cooperation on the green transition.
'This creates valuable opportunities for Norwegian businesses with the expertise and technology that are essential to making the green transition a success,' Støre said during the visit.
The growth potential is enormous
The joint declaration is an important platform that will create mutual opportunities for Norway and Japan. Together, the two countries have technological solutions that can help tackle the global climate crisis.
«This joint declaration means a great deal to Norwegian businesses. Here at our Tokyo office, we work extensively with renewable energy, maritime industries and healthcare, and I expect to see even more activity in these areas in the years ahead.»
Japan has vast ocean areas, but lacks the 60 years of experience in advanced floating installations that Norway has built up through its oil and gas industry.
'There is significant growth potential here and major opportunities for Norway's offshore wind industry,' Vestre told NRK during his visit to Japan in December.
A tradition of seafood exports and metals
Historically, Norway has mainly exported fish and fish products, minerals, chemical products, machinery and metals to Japan. The two countries are also known for their strong cooperation in science, technology, research and education.
Norway and Japan also have a long history of strong diplomatic relations, creating excellent export opportunities for Norwegian businesses. However, it is important to bear in mind that Japan can also be a challenging market.
«Trust is key to strong business relationships, which are often built through referrals and introductions. This is where we can help.»
Japanese products and sales processes are generally of a high standard, and the Japanese have a broad definition of service. They expect you to meet deadlines and be available, even during holidays and on public holidays. According to Grandum, it is also important to respect the Japanese way of working.
NAVTOR is one of the companies that has successfully expanded into Japan. Based in Egersund, the company provides digital technology solutions for the maritime sector and has achieved considerable success – with valuable support from us and the Norwegian Embassy.
'Our success in Japan can serve as an example for other markets of how to benefit from collaboration between the public sector and industry,' says Tor Svanes, CEO of NAVTOR.
Over time, our Tokyo office has developed close relationships with a range of stakeholders in the Japanese market. This has enabled our advisers to build a network that makes it easier for Norwegian companies to form partnerships.
Invaluable support from us
The Norwegian ultrasound company Vitacon has also established a presence in Japan and secured an important business partner there. CEO Kristin E. Warø is grateful for the support she has received from our Tokyo office:
«The dedicated guidance and support we have provided from our Tokyo office have been crucial to establishing the company in the Japanese healthcare market.»
If you are considering Japan as a market, we offer a range of services to support you in the start-up phase. Alongside engaging workshops, useful seminars and networking events, our Tokyo office can provide expert advisory and invaluable support in building your network:
'We are happy to help with market analyses and partner searches, strategic advisory and government liaison. We can also connect you with other major Norwegian initiatives, particularly in offshore wind, hydrogen and the maritime sector,' says Grandum.