Content from Global Kigyo

Evolving into an International Success Story

Japanese manufacturing business Nichirin is about to celebrate its latest milestone anniversary by showcasing the agility and innovation that has been the secret of its longevity.

ーHiroyuki Soga

President & Representative Director,Nichirin Co.,Ltd.

As a keen traveler who has lived all over
the world, Hiroyuki Soga brings a true
international flavor to a proudly Japanese business. The president of hose
manufacturer Nichirin Co., Ltd., iscurrently preparing for his firm’s 110thanniversary next year, so he is particularly aware of how important change
and evolution are for long-term business success. It’s his mission to build on
this landmark and lay the foundations
for a bright future with increased international sales and partnerships, moresustainable production and even greaterlevels of customer service and satisfaction. “Our company has a philosophy,‘Contribute to the 21st century with ajoyful and trustful manufacturing spiritthat touches our heart’,” said Soga.
The firm has managed to stay at
the cutting edge of new technology byevolving from rubber product manufacturing, such as bicycle tyres andaircraft tubes, to producing hoses forautomotibles, motorcycles, and evenhome furnishings. So, it’s no surprisethe president likes to quote Charles
Darwin about adapting to survive.
“Nichirin has been able to adapt to thechange over the years, and our agility

al – but staff too. Soga hopes to employ
and ability to change with the times ismore foreign workers and encourages
something we’re very proud of,” said
Japanese staff to broaden their own
Soga.
horizons. “I would also like to diversify
A key part of this evolutionaryour company more because if we havesuccess is the company’s internaonly Japanese employees, the ideas wetional reach. Even before the current,
come up with will be very homogeglobally-mobile president took charge,
nous,” said Soga. The firm is committed
the business was making bold moves
to improving sustainability, and there
overseas. Forty years on from its firstare exciting plans in place to showcase
worldwide forays in the 1980s, Nichirin
its advances in automation across its
enjoys strong connections across Asia,manufacturing facilities. “Next year,North America and particularly inwhen we celebrate our 110th anniverEurope – including a subsidiary insary, in order to achieve more efficient
Spain, where now more than half of theautomation, we are aiming to establish
cars sold by Volvo, Peugeot and Landa hub for experts throughout our 11
Rover carry its products. At present,
global factories to smoothly integrate
Japan accounts for about 30% of thea planned 500 robotic units withfirm’s sales, with Japanese automotive
our production lines,” said Soga. “Inclients in the ASEAN region morethis building, eachbroadly contributing
another 30%. Motor“Our constant agility and country’s personnel
cycle sales increases inability to change with the can compete to see
Thailand, Indonesia
WLPHVLVVRPHWKLQJZH·UH which country can
implement the techand Viet Nam are also
very proud of.”the most seamlessly,”
expected, while Africa
he said. Production
is seen as a strong
Hiroyuki Soga
techniques, such as
growth area in thechanging materials
near future. Nichirin
and miniaturizing components, areoperates a global QMS (Quality Manalso at the heart of the business’s moveagement System) to maintain its hightowards the Sustainable Development
Japanese standards in different nations,Goals. “We address SDGs by thinkand the president is proud of his firm’s
ing about product specifications withborder-crossing bravery. “Back in thesmaller carbon footprints, and we are
1980s it was decided to expand ouractively engaged with an initiative toreach overseas for the first time andmake our products lighter, smaller
now my generation has really commitand more compact. We are also aggrested to improving ourselves. We havesively working towards recycling goals
strived to make our bases stronger,” said
and employing renewables in the form
Soga. “I think a key facet of our successof solar panels,” said Soga.
was the ability to develop our overseas
market over the last 40 years. I believe
Scan to learn morethat forming trust through dialogue isthe simplest way to approach businessinternationally,” he said. It’s not justsales and products that are internation-