Executive Director of the Japan External Trade Organization (JETRO) Manila, Mr. Takashi Goto shares his thoughts on the Philippines and Japan at 70.
Bridges: How would you best describe the importance of the 70th anniversary celebrations?
Goto: I feel truly fortunate to be working here in the Philippines at this meaningful moment—the 70th anniversary of the signing of the Treaty of Friendship between our two countries. At the same time, it is also true that many people in Japan are not very familiar with this 70-year milestone, nor with the Philippines itself.
Japan is only about four hours away by plane, and the Philippines is home to a wealth of bright, highly capable talent fluent in English. It is essential for more Japanese people and Japanese companies to learn about the Philippines, understand it more deeply, and envision future opportunities together.
In celebration of the 70th anniversary, the Embassy of Japan in the Philippines, along with many other organizations, is hosting various commemorative projects and events. Through these initiatives, I hope that more Japanese individuals and businesses will come to appreciate and recognize the Philippines as a valuable and promising partner.
What are your plans for 2026 and JETRO Manila’s goals for the year?
Our activities focus on several key groups:
(1) Japanese companies that have already entered the Philippine market and are currently operating here;
(2) Japanese companies interested in developing future business with the Philippines;
(3) Filipino companies—including start-ups—that are considering expanding into Japan;
(4) university and graduate students in the Philippines who aspire to work in Japan as Highly Skilled Professionals.
While Japan certainly has its shortcomings and is not perfect in every respect, I sincerely hope that some of Japan’s strengths can be adopted in the Philippines as the country continues to grow. My wish is for the Philippines to become even more prosperous, and for the people living here to feel safer, more comfortable, and happier in their daily lives.
I feel truly fortunate to be working here in the Philippines at this meaningful moment—the 70th anniversary of the signing of the Treaty of Friendship between our two countries.
Takashi Goto, Executive Director of the Japan External Trade Organization (JETRO) Manila
In building that foundation and strengthening the bridge between our two countries, I believe the central pillars are the Japanese companies that have expanded into the Philippines, hire Filipino talent, and continue their business activities here.
Japanese companies have a long-standing tradition of investing in the growth of their employees, supporting employees’ families, and valuing the communities in which they operate. As a government-related organization, we aim to understand clearly the needs and challenges of these companies and assist them in finding solutions.
We also support Japanese companies that are considering entry into the Philippine market. Household incomes in the Philippines continue to rise every year, and as Filipino consumers become more affluent, we see strong potential to introduce high-quality Japanese products—including food items—as well as traditional culture and Japan’s globally recognized soft power such as anime.
In February this year, for example, we organized an event showcasing premium Japanese strawberries, often referred to as “the jewels of fruit.” We plan to continue presenting the appeal of Japan, and I hope you look forward to these activities.
Finally, we support Filipino companies, especially start-ups, seeking to expand into Japan. By connecting the innovative technologies and ideas of young Filipino entrepreneurs with the needs—and sometimes the financial resources—of Japanese companies, we hope to help create and nurture businesses that will support the next generation.
We are also developing initiatives to help Filipino university and graduate students who aspire to work in Japan realize their dreams. This year, for instance, we are exploring collaborations with universities that have Japan-focused departments, with the aim of offering seminars on Japanese companies and supporting academic groups that plan study visits to Japan.
Although these goals cannot be achieved within a single year, one of our most important tasks is to ensure that more people become aware of JETRO’s mission and activities. We intend to increase our outreach efforts in many ways to broaden that understanding
What message do you have for our readers regarding JETRO Manila’s successes and achievements?
The JETRO Manila Office was established in August 1956, the same year the Treaty of Friendship between Japan and the Philippines was concluded. In the decades following World War II, Japan’s manufacturing sector played a major role in the country’s recovery, exporting high-quality, competitively priced Japanese products around the world. At that time, JETRO’s mission was to introduce these superior Japanese products to the Philippine market.
In the 1970s, our focus expanded to supporting the transfer of Japan’s advanced manufacturing technologies to the Philippines, helping nurture the development of local industries. JETRO also dispatched Japanese experts to identify high-potential Philippine products suitable for export, thereby further promoting trade between our two countries.
By connecting the innovative technologies and ideas of young Filipino entrepreneurs with the needs—and sometimes the financial resources—of Japanese companies, we hope to help create and nurture businesses that will support the next generation.
In the 1980s, the Plaza Accord led to a stronger yen against the US dollar, prompting many Japanese companies to move their manufacturing operations overseas.
The Philippines emerged as an important production hub for Japanese firms. In the 1990s, the establishment of PEZA accelerated the entry of Japanese manufacturers into the Philippines, and JETRO actively supported these overseas expansion efforts. During the mid-1990s, JETRO also began promoting Japan’s soft power by organizing events such as Japanese film fairs to support the export of cultural content.
Since the 2000s, alongside the expansion of manufacturing operations, we have seen a significant increase in the presence of Japanese retailers and restaurants. Today, Japanese brands are visible in nearly every major shopping mall. Interest in Japanese culture—particularly animation and other forms of soft power—has also grown remarkably, and it is heartwarming to see how warmly Filipino people embrace Japanese culture.
In December 2024, the Philippines lifted import restrictions on Japanese strawberries, enabling the export of what is often called “the jewels of Japanese fruit.” JETRO has since been working to introduce these premium strawberries to Filipino consumers.
In addition, we are actively supporting start-up ecosystems in both countries. We assist Filipino start-ups seeking to enter the Japanese market, and similarly, we aim to support Japanese start-ups addressing social challenges in the Philippines. Many Japanese start-ups are already contributing solutions to local issues, and we would like to highlight their efforts.
Lastly, we are committed to helping talented Filipino professionals pursue employment opportunities and build successful careers in Japan. We are currently visiting major universities across the Philippines to better understand students’ interest in working for Japanese companies. We also support delegations of students when they visit Japan, helping facilitate their activities and engagements on the Japanese side.
Looking ahead, we aim to further strengthen our support for start-ups, enhance employment pathways for Filipino university students in Japanese companies, and promote the export of Japanese products—particularly those connected to food culture, animation, and other content industries—while also facilitating technology transfer between our two countries.
Looking ahead, we aim to further strengthen our support for start-ups, enhance employment pathways for Filipino university students in Japanese companies, and promote the export of Japanese products—particularly those connected to food culture, animation, and other content industries—while also facilitating technology transfer between our two countries.
What have been your first impressions of living and working in the Philippines?
I arrived in Manila just before Christmas last year, at a time when the city was at its most vibrant and beautifully decorated. The shopping malls were filled with people carrying numerous shopping bags, and many were taking commemorative photos in front of the decorated Christmas trees.
Soon after my arrival, I made courtesy visits together with my predecessor, meeting not only our long-standing business partners, but also many others at the office Christmas party and the New Year toast. I felt truly welcomed—everyone received me warmly and openly, which left a strong impression.
Knowing that I would be working with such wonderful people gave me both comfort and a sense of excitement. One aspect that struck me as quite different from Japan was the approach to everyday meals. At the food court in a shopping mall, I noticed that the dishes placed on many tables were mostly brown fried foods, white rice, and dark-colored soft drinks, giving me the impression that vegetables were not commonly consumed.
In Japan, we have a saying: “Ishoku-dōgen”—meaning that a well-balanced diet is the foundation of good health. Through food, we strive to enrich our daily lives and nurture both the body and the spirit. Seeing this, I felt a strong desire to introduce aspects of Japanese food culture and dietary habits that could help enhance the quality of life for people in the Philippines as well.
