As Japan and the Netherlands celebrate 425 years, Kohei Okui, Executive Director, JETRO (Japan External Trade Organization) Amsterdam provides insights into JETRO’s continued impact on trade and investment opportunities in the Netherlands
Bridges: Can you share how JETRO supports Japanese companies looking to invest in the Netherlands, especially after Brexit?
Okui: In the wake of Brexit, we’ve seen many Japanese companies establish operations in the Netherlands. They either maintain their headquarters in the UK while setting up local entities in the EU or move entirely to the Netherlands. JETRO’s role is to provide support during this transition, helping companies navigate the regulatory landscape and connect with the right local partners.
Can you give us an example of a company benefiting from this support?
We have a scaling company that focuses on software for decarbonization technologies. They’ve chosen to establish themselves in the UK while also looking at Amsterdam for an office. Our aim is to facilitate their operations and help them integrate into the local market.
What initiatives does JETRO have for the renewable energy sector?
We recognize the importance of renewable energy, and we’re actively supporting collaboration in this sector. For instance, we will have a Japanese pavilion at the upcoming World Hydrogen Summit in Rotterdam, featuring around 21 major Japanese companies along with government agencies to showcase our advancements in hydrogen technology. Typically, these are large global companies since hydrogen technology is a specialized field.
We recognize the importance of renewable energy, and we’re actively supporting collaboration in this sector.
Kohei Okui, Executive Director, JETRO (Japan External Trade Organization) Amsterdam
Alongside renewable energy, JETRO also promotes Japanese food exports. How does this initiative work?
Yes, we promote Japanese cuisine in the Netherlands by collaborating with importers, distributors, and local restaurants. Although the Japanese community is smaller here, around 10,000 people, there’s still a significant market for Japanese food that extends beyond the local community into Germany and other nearby countries.
Why do you think Japanese companies continue to favour the Netherlands as a destination for their operations?
The language is certainly an essential factor, as English is widely spoken here. Additionally, the proximity to Schiphol Airport facilitates travel between Japan and the Netherlands. The ease of obtaining visas is also a significant advantage, making it an attractive destination for Japanese businesses.
Is JETRO’s focus solely on the Netherlands, or does it extend to other countries in the Benelux region?
Currently, my focus is exclusively on the Netherlands. We collaborate with smaller offices in Brussels and various German cities, but our primary responsibility lies within the Dutch market.
With the 425-year relationship between Japan and the Netherlands, how is JETRO engaging in this celebration?
We are actively involved in various events planned for this milestone. For instance, we’re supporting the upcoming EXPO featuring Japanese businesses, which serves as a vast opportunity for networking and collaboration.
We are actively involved in various events planned for this milestone. For instance, we’re supporting the upcoming EXPO featuring Japanese businesses, which serves as a vast opportunity for networking and collaboration.
What are your hopes for Japanese-Dutch business relations as you spend more time in the Netherlands?
I see tremendous potential for collaboration, especially in sectors like semiconductors, renewable energy, and food and beverage. Both countries are eager to expand business ties, and I’m here to identify ways JETRO can assist in overcoming challenges to stimulate growth.
With the current focus on green technologies, how does JETRO plan to continue promoting these efforts despite the slow progress in the hydrogen sector?
It’s essential for us to keep pushing forward with our initiatives, even if slower progress is observed. We remain committed to promoting Japanese technology within the EU market and supporting advancements in this critical area.
Kohei Okui – Executive Director, Japan External Trade Organization (JETRO) Amsterdam
After graduating from the Faculty of Economics at Keio University in 2001, he joined the Japan External Trade Organization (JETRO). Since 2012, he has worked at the Chicago office in the United States, where he is responsible for supporting American companies to invest in the Japanese market and Japanese manufacturing companies to expand business in the US.
In response to the procurement needs of the Detroit 3, he has held the Japan Innovation Showcase, a business matching event open only to Japanese suppliers, together with each OEM. At the same time, he has supported the expansion of robotics- focused startups into the US through exhibits at CES.
We remain committed to promoting Japanese technology within the EU market and supporting advancements in this critical area.
After returning to Japan, in 2020 he joined the Digital Marketing Department, where he developed a project to expand sales of Japanese products on major overseas e- commerce sites, and in 2021 opened the ‘JAPAN STORE’ on Amazon.com in the United States, providing new opportunities for small and medium-sized enterprises seeking sales channels amid the COVID-19 pandemic.
Since 2021, he has been the head of the Innovation Department and has been working with world-leading accelerators such as Techstars, Berkley Sky Deck, Alchemist, and StartX to provide programs to Japanese startups. He also supports born-global companies in scaling overseas. From 2024, he started an acceleration program specializing in AI digital health with Mayo Clinic in the US, which is selected as one of the World’s Best Hospitals.
Since Dec. 2024, he is in the current position and supporting Japanese companies to expand in the Dutch and EU market. Mail focus sectors are hydrogen, renewable energy and Japanese foods. At the same time, he also supports Dutch companies to do more business with Japan. He is also the vice chairman of Japanese Chamber of Commerce in Amsterdam since 2024.
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