You are here: HomeEast Coast 2014 › Consumer Goods

Brother International Corporation

Brother is your keeper

By Elizabeth Arcega
- Jul 02, 2014
Credit : GMI Post


Brother International President Tadashi Ishiguro

At your side. Ever since it started as a small business repairing sewing machines in 1908, Brother Group has stuck firmly to that ethos. By looking out for its customers, employees, society and the environment, the Japanese company has steadily grown and is now a dominant player in the small office/home office market.  While still producing sewing machines, Brother has also expanded into business machines and office equipment, of which the company’s multi-function, all-in-one printers have emerged as very popular around the world.

One of the first five Japanese companies to have entered the U.S. market, Brother has grown immensely over the past 60 years. When Tadashi Ishiguro joined Brother Japan in 1984 and transferred to the U.S. in 1987, Brother’s U.S. operations were reporting around $200 million in revenue.

Under his watch, operations in the Americas now employ more than 1,200 people and generate $2 billion, which represents over 30 percent of the company’s global revenue. Yet, Ishiguro has not lost sight of Brother’s wider significance as a corporate citizen.

“We were adopted and accepted by this society. So, we take pride in paying society back,” stressed the company president, who spreads the same message to his employees.

For Ishiguro, the winning formula of product diversification, globalization and balance sustained Brother over the years. “Brother is a unique company. This is the Brother way,” he said.

- Originally prepared by Global Media for The Japan Times Special Report on the East Coast 2014 (Credit: Elizabeth Arcega)

Ito En

With green tea, Ito En captures North America

By Angelo Romualdez
- Jul 02, 2014
Credit : GMI Post


Dispatched to the United States on a market research assignment by the Tokyo head office in 2001, Yosuke Honjo and his three-person team had to determine the right time for the Japanese beverage maker Ito En to enter this huge and highly competitive beverage market.

After just a few months, Honjo saw the huge potential of the American market for their green tea products and knew the perfect marketing strategy. He quickly discovered that Ito En and the typical American consumer shared the same standards when it came to their drinks.

“We saw that if we were able to use Japanese green tea and highlight its health benefits, then there was a chance of success. Natural, healthy, delicious, safe and well-designed are Ito En’s five principles and they haven’t changed in 44 years,” recalled Honjo, who has been president and chief executive officer of Ito En North America since its inception in 2001.

Over the past 44 years, Ito En has not changed its formula for its green tea drinks: natural, healthy, delicious, safe and well designed.

In addition to the traditional “Oi Ocha” green tea drink found in Japan, Ito En also developed exclusively for the North American market the “Teas’ Tea” line of drinks, which has proved so popular that it is now available in Japan, China, Korea and Singapore. Apart from tea, Ito En also sells its “Jay Street” canned coffee line, inspired by the neighborhood where Ito En North America is based.

DUMBO (short for Down Under the Manhattan Bridge Overpass) in Brooklyn is one of the fastest growing and most creative parts of North America. And we are proud to be a part of that culture,” said Honjo.

Last year, Ito En opened a new concept store in New Jersey called “Matcha Love” and plans to open a flagship outlet in Manhattan later this year.

“Customers will be able to enjoy the finely grained matcha in drinks, ice cream and gift sets,” explained Honjo, who takes great pride in how fast American consumers took to Ito En’s Japanese tea drinks.

“Ito En is always analyzing customer culture. It’s about innovating and creating new products. Ito En continues this as it introduces a new culture to the U.S. My goal is to mix Japanese and American culture and create something new,” Honjo said.

 

- Originally prepared by Global Media for The Japan Times Special Report on the East Coast 2014 (Credit: Angelo Romualdez)

East Coast 2014 was prepared for and originally printed in The Japan Times Newspaper.

PDF of the printed report

latest special features:

Upcoming Reports from

Vietnam 2018

See Preview »

In 2017, Vietnam's GDP growth surged to 6.8 percent, its best performance in ten years. Aiming to have one million efficient companies and privatiz...

South Korea 2018

See Preview »

As one of Asia’s most stable and most dynamic economies, South Korea maintains its status as a global leader because of its commitment to free trad...

Texas 2018

See Preview »

The fourth-largest source of foreign direct investment in Texas, Japan has accounted for for more than 200 investments and projects over the last d...

Germany 2018, Pt. 2

See Preview »

As the world’s fourth-largest largest economy and Europe’s leading economy, Germany looks to 2018 with pressing issues. How does the German economy...




  • Global Media is your partner in reaching a powerful international audience through high-level economic reporting.

    Our ambition is to highlight under-reported developments and opportunities around the world, and allow leaders in these regions and sectors to take their message to the highest global level. We partner with top media to communicate with the world’s most powerful audiences. We specialize in communication and branding initiatives that help our clients effectively get their messages to their existing and potential partners. We achieve results for our clients by introducing them and their initiatives to an audience of elite international business and government leaders.

    Global Media Inc. is an independent media agency with offices in Hong Kong and Canada. GMI has more than a decade of experience in the writing, researching, and production of promotional country reports, with media partners from East Asia to North America. We have teams worldwide that develop country and thematic reports on the latest economic trends and developments.

    We are a media partner of Foreign Affairs,the United States’ most influential publication, published by the New York-based Council on Foreign Relations.

    Nearly a century old, there isn’t a more influential or higher-reaching publication in the United States than Foreign Affairs. The journal is ranked #1 in influence by U.S. opinion leaders in a recent nationwide study conducted by Erdos and Morgan, the premier business-to-business research firm. Their findings place Foreign Affairs ahead of all media, both print and broadcast, including The New York Times, The Wall Street Journal, The Economist, and The Washington Post.

    Testimonials:

    “We were extremely impressed with how efficient, well-coordinated, responsive and reliable the Global Media Inc. team was. We owe them a lot for their professionalism. We were very pleased with the outcome, and the article was very well-written. We hope to have an opportunity to work with Global Media Inc. again in the near future.� – Japan Airport Terminal Co. Ltd.
    “The Global Media team’s professionalism was excellent. Their team was great and always gave us the right suggestions and information. The product was excellent, and we were very happy to have such a great opportunity working with their excellent team.â€� – National Graduate Institute of Policy Studies (GRIPS)
    “We were honored to be chosen as one of the good universities in Japan. This article conveyed Seigakuin University’s educational ideals and the message from President Akudo. The advertisement was conspicuous and gave a good impression that Seigakuin nurtured students to contribute to world peace. We really appreciated what Global Media Inc. had did for us.â€� – Seigakuin University

    Whom we have featured:

    • Australian Prime Minister Julia Gillard
    • Australian Foreign Affairs Minister (and former Prime Minister) Kevin Rudd
    • Japanese Prime Minister Shinzo Abe
    • Qatari Minister of International Trade and Industry Dato’ Sri Mustapa bin Mohamed
    • Japanese Minister of Education, Culture, Sports, Science and Technology Yoshiaki Takaki
    • Taiwanese Foreign Minister Yang Chin-Tien
    • Taiwanese Finance Minister Lee Sush-Der
    • Taiwanese Economic Affairs Minister Shih Yen-Shiang
    • Taiwanese National Science Council Minister Lee Lou-Chuang,
    • Taiwanese Deputy Minister of Transport and Communications Yeh Kuang-Shih
    • Taiwanese Political Deputy Minister of Education Dr. Lin Tsong-Ming
    • Indonesian Ambassador to the United States Dr. Dino Patti Djalal
    • Indonesian Investment Coordinating Board Chairman Gita Wirjawan
    • Philippine President Benigno S. Aquino III
    • Philippine Senate President Juan Ponce Enrile