introductions
Bilateral investment between Japan and France is at a high level.
Close to 490 subsidiaries of Japanese companies employ 74,000 people inFrance, while more than 420 subsidiaries of French companies are located inJapan, generating over 60,000 jobs for Japanese nationals.
2016 is the Year of Innovation between Japan and France, and we wanted tocelebrate this occasion by giving a voice to Japanese investors who have helped
to build this relationship. In this publication, 9 Japanese corporate leaders share
their experiences of investing and growing their business in France and explain
why they chose France to develop their business in Europe. Their testimonials
underscore our strong business links and potential for further bilateral cooperation.
The strength and success of these companies and their businesses in France
are based on innovation and the creativity of their teams. They provide the best
examples of how the complementary assets of France and Japan have been
harnessed to achieve success on the global stage. I hope that their experiences
and these first-hand accounts by their leaders can inspire companies in all areasof business to access the benefits of mutual international investment.

Thierry Dana
Ambassador of France
to Japan

I wish to express my sincere appreciation for their support and their commitment
to France!

France and Japan are united by a creative partnership, sharing amutual respect in the fields of culture and art for more than a century.
In the past several decades this relationship has broadened across a range ofindustries from aerospace to high-tech materials.
In October 2015, during a visit to Tokyo, French Prime Minister Manuel Valls
launched Créative France, an international brand campaign designed topromote France’s innovation and creativity. The choice of Japan as the global
launch location reflects the longstanding creative ties between our two nations,but also the exciting prospects for future partnerships.
This publication marks a new step in that direction. France’s image as an innovative
country has been widely publicised among business leaders in recent years. Today,
this is also reflected in the various success stories from Japanese entrepreneurs
who have built an economic and technological relationship with our country.

Muriel Pénicaud

We hope that their experiences will inspire other Japanese companies to follow thesame path, and promote partnerships based on innovation and creativity.

CEO of Business Franceand Ambassador forInternational Investment

CRÉATIVE FRANCEFrance: a hotbed of creativity and innovation

Contents
Japan Investment in France

6

ASICS Corporation
Motoi Oyama

8

Canon Inc.
Fujio Mitarai

10

Fujitsu Limited
Tatsuya Tanaka

12

HORIBA, Ltd.
Atsushi Horiba

14

NTN Corporation
Hiroshi Ohkubo

16

Otsuka Holdings Co., Ltd.
Tatsuo Higuchi

18

Sakata Seed Corporation
Hiroshi Sakata

20

Toyoko Inn Co., Ltd.
Maiko Kuroda

22

Toyota Tsusho Corporation
Jun Karube

24

In France,
Canon offers
functions fromdevelopment andproduction tosales—France isa great country
in which to workand conduct
our business

Créative France, a global campaign powered by Business France was launched in Japan in
October 2015. The campaign assembles and spotlights French initiatives showcasing creativity
and innovation in 10 priority countries via pictures, figures, facts, success stories and personalaccounts from campaign ambassadors. Many companies, from major corporations to startups,
and both French and global firms, have contributed to this campaign to cement the appeal
of France. Through showcasing top investors in France from across the globe, Créative

Fujio Mitarai,
Canon Inc.

France demonstrates that the country is a leading destination for anyone seeking togrow their business in Europe.
4

5

FRANCE+JAPAN A CREATIVE PARTNERSHIPFRANCE+JAPAN A CREATIVE PARTNERSHIP

Japan, the number one
Asian investor in FranceJAPAN INVESTMENT IN FRANCETHE NUMBERS SPEAK FOR THEMSELVES
Japanese Investments in France:

490

investors

760

establishments

Business Sectors:

74,000Japanese Job-creating Investments
Regional Breakdown:

employees

x 49

Sectorial breakdown of people employedby Japanese companies in France

Number of European
Headquarters

x 61
Number of R&D Centres

x176
Automobile and IT sectors: nearly 50% of Japanese investment in France.

TOP 3
Business Activities:

Number of
Manufacturing Sites

Breakdown of Japanese
Investors by Company Size:

46%
Commercial /41%
Marketing
HQ France /Europe9%
Production /Manufacturing

6

France, one of the major investors in Japan:
More than 420 subsidiaries of French companies arelocated in Japan, employing over 60,000 Japanese staff.

Source: Business France Japan Office, Annual Survey about Japanese Investments in France 2016

FRANCE+JAPAN A CREATIVE PARTNERSHIPFRANCE+JAPAN A CREATIVE PARTNERSHIP

7

Motoi Oyama
ASICS Corporation

Compared to other countries,
France has a unique sense of creativity.

ASICS Corporation’s athletics equipment business, which
encompasses a range of goods, from footwear to apparel,
is now present in over 50 countries across the world. Motoi
Oyama, president and CEO, representative director of ASICS
Corporation offers insight into growing a business in France
and the various partnerships the company has established.
Why did your company choose to establish
a business presence in France?
In the 1990s, ASICS decided to expand its presence in major European countries
including France, Holland, Italy, and the UK. Previously, with the exception of Germany,
our presence was limited to representative agencies in Europe. In 1995, Montpellier
was chosen as the location to establish ASICS France. To this day, I think that Montpellier rather than Paris was the better choice as it has access not only to Spain andPortugal, but also North Africa, enabling us to reach countries which are important
areas for our retail business.

Facts and Figures:
Established in:

1949

Employees worldwide:

7,263(As of December 31, 2015)

Employees in France:

135(As of December 31, 2015)

Turnover:¥428.49 billion(As of December 31, 2015)

What partnerships have you developed in France?
ASICS partners with many athletes, teams, and events across the world. Examples inFrance include professional tennis player Gaël Monfils and the French national trackand field team. We have also been working with French 100m and 200m sprinter,
Christophe Lemaitre since 2007. I was so pleased to see
Lemaitre live at the 2016 Olympics in Rio de Janeiro,
going on to win the bronze medal for the 200m. At the
Rio Olympics, Lemaitre debuted ASICS’ new hightechnology wear. We also gave him new spikes which
we believe made a great difference to his performance,
particularly in the last 10–20 metres of his race.

In 2013, ASICS signed a partnership with the French
Athletics Federation (FFA), which included uniform sponsorship, and supported a joint partnership with the Japan
Association of Athletics Federations (JAAF) and the FFA.
As part of the joint agreement between the FFA and
JAAF, ASICS facilitated player exchange for training andthe sharing of expertise. As a result of the partnership,a number of Japanese athletes were sent to France fortraining under the FFA, and in return, France sent longdistance runners to receive training and advice fromthe JAAF in Kyushu, southern Japan.

What do you think of France
in terms of creativity?
From my experience, I find that the French are unique incharacter and have a tremendous ability to be innovative. France is of course a global centre for fashion, andthis resonates throughout the sporting industry, whether
athletics or rugby teams, sports uniforms and theirdesign and colouration are of great importance. France
is also a country of cutting edge technology, and ASICS’
Institute of Sport Science has made use of French simulation codes and analysis technology for a long time.

©Getty Images

President and CEO, Representative Director

What advice would you give to Japanesecompanies planning to invest in France?
French staff are crucial to operating your business. It is
important to take time to build relationships, exchange
ideas and opinions, and to establish trust early rather
than rushing in and expecting immediate action or decisions to be made. This mutual
understanding can be very beneficial to avoid difficulties and confusion. France is avery diverse country. For example, while French is the national language, nuances andintonations differ greatly in different regions. So in terms of business, it is important toapproach each region or town with the utmost flexibility in your thinking. Even if you
succeed in Paris, you cannot expect for your business to succeed in other regions
such as Normandy or in southern France.

8

Running enthusiasts participate
in the Paris Marathon, sponsoredby ASICSASICS products on display at the
ASICS store in Rue d’Amsterdam,Paris

9
A commercial model of the
spikes worn by 200m sprinterChristophe Lemaitre at the2016 Rio Olympics

FRANCE+JAPAN A CREATIVE PARTNERSHIPTo learn more about ASICS Corporation, please visit their website:
http://corp.asics.com/en/

FRANCE+JAPAN A CREATIVE PARTNERSHIPIn France, Canon offers functions
from development and production to sales—
France is a great country in which to workand conduct our businessFujio Mitarai
Canon Inc.
Chairman and CEO

Canon Inc. is a leader in professional and consumer imaging
equipment, industrial equipment, and information systems,
and has an extensive range of products that includes printers,
cameras and video equipment. Fujio Mitarai, Chairman and
CEO of Canon Inc., explains why France is an integral partof Canon’s overseas business.
Why did your company choose to establish
a business presence in France?
For Canon, establishing a presence in France was a crucial step in developing ourbusiness in Europe as a whole. After establishing Canon France in 1975, we decided
to establish a production base in Liffré, Brittany in 1983. Our decision was basedon several factors including accessibility, climate, and workforce of the local area.
We began our business in the region by producing copiers, but have now grown tothe point where France produces all of our printer cartridges for sale across Europe.

Facts and Figures:
Established in:

1937

Employees worldwide:

189,571(As of December 31, 2015)

Employees in France:

2,284(As of December 31, 2015)

Turnover:¥3.8 trillion(As of December 31, 2015)

Choosing the right location is essential to Canon’s overseas business. In all of Europe,
France has the best facilities for R&D, production and sales, and as such, we see it asa crucial area for Canon’s business and a model for the successful establishment ofan overseas presence.
France is very important to us. Since 2000, Canon has held a Canon EXPO every
5 years in 4 major cities across the world: New York, Paris, Tokyo and since 2010,
Shanghai. Paris is the only European location for our Canon EXPO. In 2015, theCanon EXPO was held in Paris over 3 days and attracted 18,000 people.

What do you think of France
in terms of creativity and innovation?

10

The strong cultural relationship France has had with Japan over the years has madethe French market highly receptive to Japanese brands. In our experience, this has
resulted in smooth sales and marketing activities.

Employees at Canon Bretagne
manufacturing products

France’s abundant workforce has made it easier for us to recruit and employ staff withstrong scientific and technological backgrounds. In addition, its Research Tax Credit
has given tax incentives for businesses to engage in R&D with the advantages of atax-free system. In terms of employment, accessibility and the breadth of the market,
we have found France to be a great place to conduct business.
To learn more about Canon Inc., please visit their website:
http://global.canon/

FRANCE+JAPAN A CREATIVE PARTNERSHIP

Chairman and CEO Fujio Mitaraidelivers the keynote speech at
the Canon EXPO 2015 in Paris

What does France mean to you?

In 1990, we consolidated our presence in France further by establishing an R&D
centre in Rennes, northwest France. Rennes is now a hub for the communications andtechnology industries with many related companies and institutions in this region. This
makes it a convenient location for our R&D centre and allows us to carry out researchin our specialist field of visual communications, in particular, in areas related to the development of high-speed,
high-resolution image data transmission. For Canon,
France is an important location for all our operations,
including development, production and sales.

At our production site in Liffré, we collect used tonercartridges from across Europe for recycling. Our innovative and advanced recycling technology is great for theenvironment and we now manufacture new productswith recycled plastic materials. We hope to continue toutilise this technology and encourage the spread of these activities across the Canongroup. We were pleased to receive a prestigious award recognising Canon’s tonercartridge recycling programme at The Circular 2016, an initiative managed by theWorld Economic Forum.

Home to such institutions as the Université de Rennes 1 and its engineering schools
with its outstanding students, Rennes is an important location for research and technology. Through our activities in Rennes we aim to contribute to innovation in theregion, for France and for Canon.

(From left)
Canon Bretagne, establishedin 1983

FRANCE+JAPAN A CREATIVE PARTNERSHIP

11

Tatsuya Tanaka
Fujitsu Limited

My impression is that the Frenchgovernment’s strategy includes efforts torevitalise and spread innovation by promoting
the thriving startup community.

Fujitsu Limited is a leading provider of technology products,
solutions and services. President Tatsuya Tanaka discusses
France’s key position in information and communication
technology and his views on France’s thriving startup culture.

Although startups are often associated with Silicon
Valley, France is also at the centre of an emerging startup
community and has a very welcoming environment for
fostering entrepreneurs. From our experience, France
has many companies with unique technology andtechnical abilities.

President

What has been the biggest benefit of investing in France?
Within the EU, France has the third largest GDP, the second largest populationand is considered to have the third largest IT market. France is also home to many
Fortune Global 500 companies and multinational corporations. We believe that
increasing our presence in IT services in France is key to expanding our shareof the European market.
Fujitsu has acquired 2 French companies in recent years; RunMyProcess, a digitalsolution cloud platform in 2013, and UShareSoft, a hybrid cloud application delivery
platform in 2015. Both these companies possess highly unique technology and characteristics. Through collaboration and joint research as well as shared learning fromexperts such as engineers, we can deepen our understanding of French society
and French companies.
Through Fujitsu’s acquisition of RunMyProcess, we were able to benefit from Frenchgovernment initiatives to introduce tax incentives for R&D costs. This promotes
the development of venture companies, regardless of the industry and scale ofthe project and was particularly beneficial for companies like RunMyProcessthat develop advanced technologies.
Overall our European business is our biggest overseas business and we hope
to expand and further deepen our commitment to France.

What do you think about innovation and creativity in France?

12

In June 2016, we had the opportunity to participate in the Viva Technology Paris event,a gathering of startups, investors and academics from around the world. Here wewere pleased to speak directly with many startups. My impression was that French
startups have many imaginative ideas and that French culture allows for the freedom
to develop these ideas into businesses. Currently, we are facing the rapid digital transformation of IT, such as with the rise of Internet of Things and artificial intelligence. Thisfurther emphasises the importance of being able to speak directly with such startups.

FRANCE+JAPAN A CREATIVE PARTNERSHIP

Facts and Figures:
Established in:

1935

Employees worldwide:

156,000(As of March 31, 2016)

Employees in France:604(As of March 31, 2016)

Turnover:¥4.7 trillion(As of March 31, 2016)

In July 2016, I also had the honour of meeting with
French Prime Minister Manuel Valls. We had productive
discussions about investment in the technology sector
and I was delighted with his warm and positive outlook.
Now, the French government realise the influence of thestartup community and is increasing efforts to incubate
startups and venture companies. My impression is that
the French government’s strategy includes efforts torevitalise and spread innovation in French industry as
a whole by promoting this thriving startup community
and utilising existing strengths in the R&D sector.

What is your advice for Japanesecompanies considering investment
in France?
France is at the forefront of investment in R&D activities
within Europe and has a huge potential for growth in
the market. Given the current state of the EU, the valueof investing in France is bound to continue to increase.
Also, besides France’s importance as part of the EU, it
provides a gateway to Africa. With many French-speaking
countries, there is great potential for expanding business
into Africa.
For Fujitsu, we also understand the importance ofcollaboration and there are certainly opportunities for Japanese companies andFrench companies to work together and develop their businesses. We will continue
to observe and explore any opportunities to expand Fujitsu’s business overseas.
To learn more about Fujitsu Limited, please visit their website:
http://www.fujitsu.com/global/

FRANCE+JAPAN A CREATIVE PARTNERSHIPThe Fujitsu booth exhibited at the
Fujitsu World Tour 2016 in Paris
President Tatsuya Tanaka plantsa cherry tree during his visit to
Paris in June 201613

Through our investments and operations
in France, HORIBA has reached a
new market and new technology.

Atsushi Horiba
HORIBA, Ltd.

Chairman, President and CEO

HORIBA, Ltd. is a leading manufacturer of analytical andmeasurement systems across a variety of industries, including
automotive, medical instruments and semiconductors.
Chairman, President and CEO, Atsushi Horiba discusses
why HORIBA continues to strengthen its operations inand commitment to France.
When did your company choose to begin operations in France?
HORIBA expanded globally in the 1970s. At first we operated in France through a
subsidiary, HORIBA France, which focused primarily on sales and services in theautomobile market. However, our overall operations in France accelerated 20 years
ago with the acquisition of 2 companies; in-vitro diagnostics systems manufacturer
ABX S.A., a subsidiary of the Swiss pharmaceutical company F. Hoffmann-La Roche,in 1996 and French optical instruments manufacturer Jobin Yvon S.A. in 1997. This
marked the true beginning of our French operations.

Facts and Figures:
Established in:

1945

Employees worldwide:

6,831(As of December 31, 2015)

Employees in France:

1,051(As of December 31, 2015)

Turnover:¥170.8 billion(As of December 31, 2015)

Originally, HORIBA’s business strengths began in the field of analytical and measurement systems, automotive exhaust emissions and the manufacturing of semiconductors. After merging Jobin Yvon and ABX into the HORIBA
group, our business in the medical sector gained significant momentum. Jobin Yvon contributed significantly
towards our R&D efforts, particularly through joint R&D
projects with France’s leading research institute, École
Polytechnique, Université Paris-Saclay. Other collaborative research projects between ABX and the University ofMontpellier have also contributed towards strengthening
our relationship with academia.

For creativity, the 2 companies we acquired in France, and the numerous researchers
in medical technology and analytics who are now part of the HORIBA group, epitomise
France’s strengths in this field. With highly skilled and highly proficient employees, ourbusiness has expanded globally and improved collaboration across our various locations worldwide.

FRANCE+JAPAN A CREATIVE PARTNERSHIPDid your company receive any government
support to set up your business in France?

What does France mean to you?
As a company originating from Kyoto, we certainly have a strong connection withFrance in terms of culture and cuisine—Kyoto is famous for traditional Japanesecuisine as is France for its exquisite gastronomy. This shared interest formed a senseof trust and presented an opportunity to further deepen our relationship with France.

French Prime Minister
Manuel Valls visits HORIBA’s
headquarters in Kyoto, JapanHORIBA being awarded“Company of Year” at the 2016
French Business Awards heldby the French Chamber ofCommerce and Industry in Japan

Logistically speaking, French people are also a big part of our business operations—around 60% of our workforce are foreign employees, of which about 15% are French,a larger proportion than any other nationality. This is fitting, as France is the home of
HORIBA’s largest overseas operation.

In the last 20 years, HORIBA’s business in France hasgrown from around 300 to 1,000 employees and sales
has tripled.

What do you think about innovation and creativity in France?

This unity and acceptance amongst our employees
contributed towards the interweaving and enrichment of
our two cultures. This open communication and mutual
understanding contributes to our success.

I will not forget how helpful the French government
agency now known as Business France was in easing
the process of establishing operations in France. They
provided support during difficult times with advisers
who listened to our queries and we were grateful forthe opportunity to receive guidance on the ground.

What has been the biggest benefit of investing in France?

14

At HORIBA, our company motto is “Omoshiro Okashiku”,
which translates as “Joy and Fun”—this is based on
our approach of creating an enjoyable workplace tofoster creativity and innovation. A positive environment
can contribute towards the development of fresh andunique ideas and I believe that French people share
this ideology. Our shared culture is also demonstrated
through our company badges; although it is common
practice to wear them in Japan it is very unusual inFrance, so we were delighted to see how our counterparts warmly accepted this idea.

Chairman, President and CEO
Atsushi Horiba delivers a speechfollowing the completion of the
HORIBA Europe Research Centre

15

France really is a great country to visit.
To learn more about HORIBA, Ltd., please visit their website:
http://www.horiba.com/

FRANCE+JAPAN A CREATIVE PARTNERSHIPOur presence in France provides
access to areas that we have yet toreach, such as Africa and Russia.

Hiroshi Ohkubo
NTN Corporation
President

NTN Corporation is a leading manufacturer of mechanicalparts and components. Its core business is in bearings, which
are used across a range of industries including automotive,
aerospace, railway and medical equipment. President Ohkubo
explains his impressions of investing in France.

What has been the biggest benefit
of investing in France?

Facts and Figures:
Established in:When did your company first enter the French market?
In 1964 NTN established NTN SIDAG S.A. in France. Following this, our focus turned
to establishing production capabilities, initially in the automotive parts business. In
1998, NTN formed a joint venture with Renault and began production of constantvelocity joints in France. Through our continuing relationship with Renault, NTN
expanded yet again in 2007 by investing in Renault subsidiary SNR ROULEMENTS,
which became a 100% subsidiary the following year. We have now worked with SNR
for around 10 years and I believe that this was really a turning point for our company
in Europe and for continuing to grow our business.

1918

Employees worldwide:

24,109(As of March 31, 2016)

Employees in France:

4,052

As France is a member of the EU, the opportunity toestablish partnerships with French companies has
provided NTN with many benefits. For one, our presence in France allows us to look towards expanding ourbusiness in Europe and provides access to areas that
we have yet to reach, such as Africa and Russia. Until
now, NTN’s business was mainly focused on the US andJapan, but in recent years our European business hasgrown rapidly. As part of the bearing industry, our business fits well with companies in Europe and in particularFrance, with whom we have developed successful
partnerships.

(As of December 31, 2015)

Turnover:¥717 billion(As of March 31, 2016)

Did you face any difficulties in growing in France?

Ultimately, when expanding in a new country I think it
is important to work locally, with local people and local
materials. Following this strategy is crucial in a newenvironment.

What do you think of France
in terms of innovation?

At first, it was a struggle to try and change the minds of European manufacturers
towards buying our products. We tried for many, many years, but our sales did nottake off as quickly as we hoped. Investing in SNR and bringing the company under the
NTN group, allowed us to recognise the strengthof their presence and brand within France aswell as the quality of their employees. As a purely
Japanese company, it can be difficult to enter into
the European market—partner companies andthe assistance of local organisations played a bigrole in expanding our business. Despite our difficulties in expanding in Europe, now our business,in terms of sales, is almost equally split between
Japan, the Americas, Europe and Asia.

My impression of France is that although it is a country
originally based on agriculture, it is now also at the coreof the development of cutting-edge, new technologies.
For example, SNR has developed the most advanced
sensor technology in the world. This advanced technology is used in France’s TGV high-speed rail service.
This is highly complementary with NTN’s bearings which
are used in the Japanese shinkansen bullet train.
In addition to high speed trains, NTN also has a strong presence in the aerospacesector in Japan. However, one area in which Europe has considerable strength is inwind energy. Currently, NTN is expanding in the wind power generation industry andwe hope to continue to grow our sales for all related products.
Overall, the development and application of these technologies in manufacturing
demonstrate France’s commitment to innovation and technological progress.

16
NTN showcases its compact
electric vehicle equipped with
NTN’s “In-wheel Motor System”
at the Annecy International
Animated Film Festival in France

FRANCE+JAPAN A CREATIVE PARTNERSHIPTo learn more about NTN Corporation, please visit their website:
http://www.ntnglobal.com

FRANCE+JAPAN A CREATIVE PARTNERSHIP(Clockwise from top)
NTN-SNR ROULEMENTS head
office in Annecy, France
NTN-SNR’s bearing used on
the TGVNTN has participated in thedevelopment of France’s TGV
high-speed rail service

17

Tatsuo Higuchi
Otsuka Holdings Co., Ltd.

Our bottled water business is a great
example of France’s innovative technology.

President and Representative Director, CEO

Otsuka Holdings, the holding company for the Otsuka Group,
engages in a variety of businesses including pharmaceuticals,
functional foods and beverages. Tatsuo Higuchi, Otsuka
Holdings’ president and representative director, CEO, explains
how Otsuka has grown in France across a wide range of sectors.

What do you think of France
in terms of innovation?

Facts and Figures:
Established in:What sectors has your company chosen for investing in France?
Otsuka Holdings’ business in France has grown rapidly from the 2000s. In 2004,
one of our main operating companies, Otsuka Pharmaceutical, established a French
subsidiary for purchasing and sales of pharmaceutical products. In 2008, Otsuka
Pharmaceutical acquired organic and dietetic foods producer Nutrition & Santé,
and also invested in Alma, a French manufacturer of bottled mineral water. In 2011,
Otsuka Medical Devices acquired KiSCO Medical Group, which has its R&D hub in
Lyon. More recently, Otsuka Group’s Taiho Pharmaceutical entered into a license
agreement with France’s Servier to develop an anticancer drug. As you can see,
we have expanded across a range of different fields, including pharmaceuticals,
medical devices, nutrition and bottled water.

1921

Employees worldwide:

47,000 approx.
(As of December 31, 2015)

Employees in France:

3,000 approx.
(As of December 31, 2015)

Turnover:¥1,445.2 billion(As of December 31, 2015)

Did your company receive any government support
to set up your business in France?
In the lead-up to acquiring Nutrition & Santé, we received support from the local
government in Revel, a town near Toulouse in southwest France. Revel’s local
authorities are highly involved with local companies and local industrial matters.
With Nutrition & Santé headquartered in Revel, we were able to benefit fromthis local government support.
I think that this type of cooperationand support from national as well as
local authorities, in fostering various
industries, is crucial for sustaining
successful business operations. In
this sense, we had a very positive
experience and were looked after
by our local contacts.
18

I believe Otsuka has built up many highly beneficial partnerships in France, including through the various companies we have acquired. This permits the spread of ouroriginal ideas and business concepts as well as sharedideas on creativity, innovation, health and nutrition. I thinkthat by working together we can develop new ideas andmerge them within our company framework.
Additionally, our bottled water business is a great
example of France’s innovative technology. In 1990, we
acquired the US-based bottled water company, Crystal
Geyser Water Company. Following Crystal Geyser Water
Company’s consolidation as an Otsuka group subsidiary,
we found that the technology used in the background
was indeed originally French. This shows how even a
company outside of France chooses to use innovative
French manufacturing technology.

What advice would you give to Japanesecompanies planning to invest in France?
We plan to expand our business in areas where we have
yet to reach and I will say that in France there are many business opportunities acrossa variety of sectors. For those looking to expand their business, it is important to takea long-term perspective and evaluate different countries based on their specific fields
of expertise. In Otsuka’s case, our presence in France is by far our largest in Europe—
we did not start off with this intent, but our business developed this way based on acontinual evaluation of the many assets and opportunities in France.

What does France mean to you?
France is a profound country, with expertise across a wide-range of fields, fromcuisine, culture and art to science and technology. Technology, science and innovation
are important in business, but France is also great in that people really understand andrespect one another. Having had the opportunity to expand our business to France,
I realised that France is a country which has very deep roots in all these sectors.
To learn more about Otsuka Holdings Co., Ltd., please visit their website:
http://www.otsuka.com/en/

Nutrition & Santé’s leading health and functional foods brand, Gerblé.
Products range from breakfast cereals to biscuits and soy drinks

FRANCE+JAPAN A CREATIVE PARTNERSHIPFRANCE+JAPAN A CREATIVE PARTNERSHIP

Nutrition & Santé headquarters
located in Revel, France
Otsuka Holdings President andRepresentative Director, CEO,
Tatsuo Higuchi accepting the2009 Investor in France Award
from Anne-Marie Idrac, former
French Minister of State for
Foreign Trade

19

The south of France, the ‘Silicon Valleyof the seed industry’, has an abundanceof high quality and talented local staff.

Hiroshi Sakata
Sakata Seed Corporation
President

Hiroshi Sakata, President of Sakata Seed Corporation,a global leader in R&D, production and sale of vegetable andflower seeds, explains France’s strengths and appeal in the
agriculture and seed industry.
Why did your company choose to establish
a business presence in France?
Sakata has been selling seeds in Europe since the 1930s, but it was not until 1990
that we established a European base in Holland. In the mid to late 1990s, we saw
our business expanding across Europe, which led us to open subsidiaries in France,
Spain and the UK. As our business continued to grow and we needed to cover moreterritories, we recognised that the facility in Holland had reached its capacity and we
ultimately decided to move our base for the vegetable sector to Uchaud, the south ofFrance in 2003. Today, our base in France, Sakata Vegetables Europe S.A.S. covers
the entire EMEA region for our vegetable activities.

Facts and Figures:
Established in:

1913

Employees worldwide:

2,186

Employees in France:

150 approx.
Turnover:¥58.77 billion(As of May 2016)

The south of France is an ideal location for us, as the Mediterranean coast is a key
production area for both flowers and vegetables, which was a key factor contributing
to our decision to relocate. France and the agriculture industry have a long history
together and the south of France is at times called the “Silicon Valley of the seedindustry”. There is an abundance of high quality, talented local staff in France
and we are grateful to have access to them.

20

FRANCE+JAPAN A CREATIVE PARTNERSHIP

What is your advice for Japanesecompanies considering investment
in France?
Now we are seeing a substantial increase in Japanesecompanies considering investment in Europe. Of course,
whether a company chooses France is highly dependent
on their business and needs. For Sakata, France was an
ideal option as it is one of the world’s leading countries
in agriculture, and given its business environment, thehigh quality of local staff and accessibility within EMEA,
it was a great choice for expanding our business.
The excellent business environment in France is also a
result of the support provided by the government andpublic institutions. Overall, France is a very advanced
country and assessing various points such as support
provided is the key for any Japanese company considering investment in France.

What partnerships have you
developed in France?
From 1998 we have mainly focused on R&D in Uchaud,France, primarily related to what we call “fruit crops”.
These vegetables include tomato, melon and pepper,among many others. I think that R&D institutions inFrance are highly reliable and can have a significant
impact on business development. For example, theFrench National Institute for Agricultural Research(INRA), with which we have been collaborating for many
years on activities such as collecting materials as wellas conducting joint research. I have had the pleasureof visiting INRA’s laboratories during my stay in Europe. I think that they do very
high quality work, and they are one of our most trusted partners. I have had many
productive exchanges during my visits there.

Our R&D activities in France have fostered continued
advancement. Most recently, in October 2016, Sakata
Vegetables Europe opened a new research centre in
Uchaud. This centre is crucial for expanding research
into areas such as disease resistant breeding andfurther improving the flavour of our varieties. We arealso continuing our strong partnership with INRA.

To learn more about Sakata Seed Corporation,please visit their website:
http://www.sakataseed.co.jp

Open day of Sakata Vegetables
Europe in Holland

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Sakata’s broccoli, which boasts
a high global market share“Melixis” melons developedby Sakata Vegetables Europe

Sakata Vegetables Europe’s
new research centre in Uchaud

FRANCE+JAPAN A CREATIVE PARTNERSHIP

France is a country that is admiredaround the world and we are sopleased to establish our first
European presence in France.

Maiko Kuroda
Toyoko Inn Co., Ltd.
President and CEO

Toyoko Inn is an economy hotel chain based on the idea ofproviding customers with pleasant accommodation at anaffordable cost. Toyoko Inn has 250 hotels, primarily in Japan
with a few overseas locations. President and CEO Maiko Kuroda
discusses Toyoko Inn’s decision to establish a hotel in Marseilleand the details of this hotel project.
Why did your company choose to establish
a business presence in France?
In 2007, Business France introduced us to the Euroméditerranée Urban Development
Agency (Euromed) who were visiting Japan at that time. Through this meeting, Toyoko
Inn learned of Euromed’s plans to attract business hotel chains from across the world
to Marseille. We then entered into and ultimately won a competitive bid process organised by Euromed Marseille to build a hotel in the area.
Whilst our relationship with Euromed Marseille was of course an important starting
point, we chose Marseille as the location for our first hotel in France because it is amajor city with great access to the rest of Europe. We also felt that the city itself ishighly compatible with Toyoko Inn’s business model and it is a starting point forour business in Europe.

What are your thoughts on France’s business environment?
When we began construction of our hotel in Marseille, we were under the impressionthat the project would need to conform to French customs. However, our partners inFrance were kind enough to suggest incorporating Japanese traditions by beginningthe project with a Japanese-style jichinsai or “groundbreaking ceremony”. As a result,
we invited a Shinto priest from Japan to conduct this traditional ceremony. This wasa unique event in France and as such it was featured in Marseille’s local newspaper,
La Provence. This kind offer to incorporate Japanese traditions into the project madeus feel extremely welcome as we began our project.

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The hotel is now under construction and as the project progresses, I recognise more
and more the vast differences in laws and regulations between France and Japan. Our
French partners’ efforts to accommodate our needs and the frank and open conversations we have had together have really helped us to understand local processes.

Facts and Figures:
Established in:

1986

Employees worldwide:

10,288(As of March 2016)

Did your company receive any government support
to set up your business in France?

(From left)
Toyoko Inn Marseille bySaint-Charles Station underconstruction in September 2016.
The hotel is due to be opened in
Summer 2017

We received significant support from Euromed Marseille and the Marseille Tourism
Office. Until now, Toyoko Inn has operated primarily in Japan and South Korea, so the
support we received to familiarise ourselves with local regulations and processes in a
new market was critical. We are very grateful for all the local support and advice wehave received—this has facilitated smooth progress throughout our hotel project.

Toyoko Inn representatives
promoting the opening of Toyoko
Inn Marseille at the France
Tourism Festival, June 2016

Turnover:¥80.14 billion(As of March 2016)

I am particularly grateful to Euromed Marseille, who shows continued support for
Toyoko Inn’s business. We are honoured that Euromed’s Development Director stays
at a Toyoko Inn during any visit to Japan, which epitomises Euromed’s efforts todeepen understanding of Toyoko Inn’s business.

Are you considering expanding your business further in France?
Toyoko Inn has a history of around 30 years and we would be happy to expand inareas that are well suited to our business model, for example Paris or Lyon. France,
particularly Paris, is a very popular tourist destination, something which makes ithighly attractive to our business and the tourism industry as whole. While France
already receives a significant number of visitors every year and the tourism market
remains saturated, we believe there is still room for growth in lesser-known cities
such as Marseille.
In particular France’s strengths include its strategic location, access to Europe, andgreat climate. We look forward to the opening of the Toyoko Inn in Marseille in 2017.
To learn more about Toyoko Inn Co., Ltd., please visit their website:
http://www.toyoko-inn.co.jp/eng/

FRANCE+JAPAN A CREATIVE PARTNERSHIPFRANCE+JAPAN A CREATIVE PARTNERSHIP

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Our French staff work with a senseof speed and efficiency and they havea strong entrepreneurial spirit.

Jun Karube
Toyota Tsusho Corporation
President and CEO

Toyota Tsusho Corporation is the trading firm of the Toyota
Group and its business spans operating divisions including
Metals, Global Parts & Logistics, Automotive, Machinery,
Energy & Projects, Chemicals & Electronics and Food &Consumer Services. President and CEO, Jun Karube
discusses Toyota Tsusho’s successful partnerships
and investments in French companies.

What has been the biggest benefit
of investing in France?

Facts and Figures:
Established in:

1948

Employees worldwide:
What partnerships have you developed in France?
Toyota Tsusho’s relationship with France has a long history, dating back to 1971
when Toyota Tsusho and power tools manufacturer Makita established Makita
France through a joint venture. Many years later, in the 2000s, Toyota Tsusho Europe
Valenciennes Branch was established in northern France to serve as vehicle production support for the Toyota factory in France. Since then our most notable activity inFrance was in 2012 through our capital participation in the leading French trading
company CFAO. This investment is of great importance in terms of geography—
CFAO has a particularly strong presence in Central and West Africa where Japanesecompanies have traditionally been weak. We were also delighted to expand ourbusiness from the automotive sector into other areas such as consumer goods
and healthcare.

58,082(As of March 31, 2016)

Employees in France:580(As of March 31, 2016)

Turnover:¥8,170.2 billion(As of March 31, 2016)

In the past five years, Toyota Tsusho has
further deepened its relationship withFrance through a series of collaborations.
As part of the Toyota Group, the automotive sector is fundamental to our business.
Together with Air Liquide, Toyota Tsusho
built the first hydrogen refuelling station in
the City of Nagoya, providing hydrogenfuel to fuel cell vehicles.

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From our alliance with CFAO, one of the main benefits
is the fact that CFAO gave us the opportunity to create
a new business. Furthermore, the quality of staff andthe ability to have access to these great employees was
highly advantageous to our business in Africa. Observing
our French staff, I have seen that they work with a senseof speed and efficiency, they have a strong entrepreneurial spirit, and have a strong sense of responsibility
and ownership in the workplace, assuming responsibility
from beginning to end.
At Toyota Tsusho, one of our corporate strategies
includes stressing the importance of diversity and inclusion. We are now implementing this strategy throughcompany-wide activities and our activities in France
are a driving force for our diversity policy.
France’s position in Europe continues to grow and it isan ideal market both for expanding business and forfinding new business partners. France is also attractive
as a gateway to the African market. In France, there iscertainly lots of information and know-how pertaining to
the African market and it can be highly beneficial for a Japanese company tocollaborate with a French company when expanding their business into Africa.

How does France support your business?
Toyota Tsusho has a strong relationship with the French Embassy in Tokyo. France’s
Ambassador to Japan is very welcoming and has always provided us with support
and offered assistance and advice. We frequently have positive discussions withrepresentatives at the Embassy and are very thankful for their input and support.

Toyota Tsusho’s hydrogen
refuelling station in the City of
Nagoya, developed through apartnership with Air Liquide
A visit by President and CEO
Jun Karube at Toyota Tsusho’s
brewery, operated by CFAO in
the Republic of CongoTo learn more about Toyota Tsusho Corporation, please visit their website:
http://www.toyota-tsusho.com/english/

Most recently, in January 2016, Toyota
Tsusho also signed an agreement with
French conglomerate Bolloré SA establishing a collaborative effort to seek
new business in Africa.

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In December 2015, top management from Toyota Tsusho and CFAO
gathered in Chantilly for a bi-annual steering committee

FRANCE+JAPAN A CREATIVE PARTNERSHIPFRANCE+JAPAN A CREATIVE PARTNERSHIP

Business France would like to thank all the companies and business leaders who contributed to this publication.
Publication Director: Muriel Pénicaud, Chairman and CEO
Chief Editor: Julie Cannesan
Editorial Coordination: Priscille Troyan Gulli, Vanessa Pointet-François, Pascal Gondrand, Asako Matsuki
Design and production: Ashton Consulting Limited
Printed on recycled paper – November 2016

Business France is the national agency supporting the international development of
the French economy, responsible for fostering export growth by French businesses, as wellas promoting and facilitating international investment in France.
It promotes France’s companies, business image and nationwide attractiveness as an investment
location, and also runs the VIE international internship program.
Founded on January 1, 2015 through a merger between UBIFRANCE and the Invest in France
Agency, Business France has 1,500 personnel, both in France and in 70 countries throughout
the world, who work with a network of public- and private-sector partners.
For further information, please visit: www.businessfrance.fr
Business France
77, boulevard Saint-Jacques
75680 Paris Cedex 14
Tel : +33 1 40 73 30 00
Business France Japan OfficeFrench Embassy in Japan
4-11-44 Minami-Azabu, Minato-Ku, Tokyo 106-8514, Japan
Tel : +81 3 5798 6079
japan@businessfrance.fr