Prestigious Japanese companies, including Shimizu, Marubeni, Sumitomo, Sanyu Narito, Itochu and Mitsubishi Corp, are among 100 firms coming to Serbia tomorrow in search of investment opportunities. This visit marks their first presence in the Serbian market, and they are particularly interested in collaborating with local IT companies and startups that can provide innovative solutions for the Japanese market.
Oliver Lepori, executive director of the Japan Business Alliance in Serbia (JBAS), stated that the arrival of these companies follows discussions initiated during a Serbian government delegation’s visit to Japan in June. The new investment rating of Serbia may also have influenced their decision to come.
In the past decade, Japanese companies have invested around 300 million euros in Serbia, contributing significant added value to local communities through various programs and employee benefits. While their investments have primarily focused on industrial production and agriculture, their interest has recently expanded to innovative fields due to the implementation of the Society 5.0 strategy.
Lepori highlighted that Japanese companies are particularly keen on sectors such as digitalization, smart cities, healthcare, renewable energy, artificial intelligence, and automation. This focus on technological development aims to foster sustainable solutions in Serbia and strengthen ties between the two countries.
Japan is recognized as one of the largest global investors and donors in Serbia, often funding projects that directly benefit local populations. Lepori noted that Japan views Serbia as a politically and economically stable partner, attractive due to its neutral position between East and West, skilled workforce, and favorable free trade agreements.
The Japan Business Alliance, which includes around 60 Japanese companies operating in Serbia, is also involved in preparations for the EXPO in Osaka in 2025 and is working to enhance business relations between Serbia and Japan. Lepori confirmed that Japanese companies and the government have already expressed interest in EXPO 2027 in Belgrade, seeing it as an opportunity to further strengthen economic and cultural ties, as well as promote innovations related to the Society 5.0 concept in the Balkans.
Mahmud Bušatlija, an advisor for development and investments, emphasized that Japanese firms meticulously plan their business moves and do not come to Serbia as tourists. He expects them to be serious about potential projects and partnerships in Serbia, indicating they wouldn’t visit without something substantial already in the works. As significant donors and informed players in the region, their visit suggests they are keen to explore viable business opportunities in the country.
