Japanese-Serbian relations started with a simple letter sent in 1882 by the first king of Serbia to Japan’s Emperor Meiji. In the last 141 years, the partnership between these two countries has emerged stronger, having weathered two world wars and lending each other support following civil conflict and natural disasters.
“Today, Japan is the second–largest Asian investor in Serbia. Both Serbia and Japan are long-term partners and will continue to contribute to the global community together,” said Ambassador of Serbia to Japan Aleksandra Kovac, who added that the booming bilateral trade is proof of a thriving partnership.
Ambassador of Japan to Serbia Takahiko Katsumata, who was posted in Belgrade until May before his current assignment to Ankara in Turkey, echoed Kovac’s sentiments, “Given our history of friendship and cooperation, I believe Japan and Serbia are excellent partners that can take on both regional and global issues for future generations,” adding that there are “more than 30 Japanese multinational brands” doing business in Serbia today.
Japanese Business Alliance in Serbia Executive Director Oliver Lepori stressed that Japanese companies in Serbia have directly contributed and remain committed to Serbia’s economic, social and technological advancement.
Among the global Japanese brands that are no strangers to Serbia are Daikin and Toyo Tire. Toyo Tire opened a 600,000-square-meter manufacturing site in Indjija in December 2022. According to Toyo Tire Serbia executive Yoji Imura, Serbia’s location in central Europe and highly qualified workforce make the country the ideal manufacturing hub.
In the meantime, Heating & Cooling Expert has been exclusively promoting and growing the Daikin brand in Serbia for more than 10 years. Founder Bojan Aleksic said many Serbian and Japanese companies, Daikin and HCE included, share similar business values, such as the commitment to excellence and putting the customers first, which is why many Japanese companies will find great business partners and opportunities in Serbia.
In the meantime, the Development Agency of Serbia (RAS) is at the forefront of efforts to attract more foreign direct investment and promote the country’s economic strengths around the world.
According to RAS Director for International Cooperation Nikola Jankovic, Serbia’s attractive foreign investment policies, central location in Europe and high-quality talent pool cement the country’s position as one of the world’s top investment destinations. He added that Japanese expatriates will surely encounter an impeccable quality of life and enjoy the natural beauty of the country.
Complementing those efforts, the National Tourism Organization of Serbia is launching global campaigns yearly to bring in more international visitors. NTOS Director Marija Labovic said millions of tourists from around the world go to Serbia every year, charmed by its breathtaking nature, fascinating cultural and historical heritage, relaxing spas, vibrant cities, unique cuisine and sincere hospitality.
With its great variety of tourism products and well-connected airports offering direct flights to numerous destinations worldwide, Serbia offers tourists and business executives vast opportunities for unforgettable experiences, the director said.
