Finnish Chamber of Commerce in Japan

FCCJ Luncheon Meeting 26 September 2007

Guest Speaker: Mr. Yasuto Fujita, K.K. Integrate

Theme: Entrance strategy of Xylitol into Japanese market"

RECAP

Yasuto Fujita started his presentation by explaining about his personal background, which started at Ajinomoto where he was responsible for the sweetener "aspartame". When Ajinomoto started to discuss a joint venture with Finnish Sugar regarding introduction of xylitol on the Japanese market, Mr. Fujita was the person in charge from Ajinomoto's side. The joint venture did never materialize but he left Ajinomoto in 1992 to found Xyrofinn Far East togehter with Tero Huopaniemi. Xyrofinn eventually because Clutor, then Danisco-Cultor and is now a part of the Danisco group.

It took five years to get xylitol approved in Japan (in 1992). It became quite rapidly a big success. One of the main reasons was a very inventive and wide PR campaign, which brought a substantial public awarenes of xylitol and its benenefits. Xylitol products today, mainly chewing gum, but also drinks and totthpaste, account for a 200 billion yen sales..

Mr. Fujita wrote a book in 2006 titled "99.9% success set up", which has become the second most sold business publication on Amazon Japan. In May this year he founded K.K. Integrate, an Integrated Marketing Communications company.

After Mr. Fujita's presention, Samuli Pahkala (Vaisala K.K.), FCCJ board member and our representative in JMEC, Japan Market Expansion Competition, explained about the program, both from a participanst and a project clients point of view.

IMAGES FROM THE MEETING

FCCJ President Mika Mäkinen opens the meeting.	The guest speaker starts his presentation.
The meeting, held at Hotel Okura, was attended by 25 members and guests.

	Full concentration from both speaker and listener....
Yasuji Ishigaki makes a question.	One of the participant had xylitol chewing gum on him!
Mika Mäkinen hands over a small present to the guest speaker.	At the end of the meeting, Samuli Pahkala, FCCJ board member and our representative in JMEC, Japan Market Expansion Competition, explained about the program.