'Know yourself' before exporting to Japan: Nippon Paint exec

Financial capacity, factory scale, and warehouse facilities are the first things foreign partners examine when choosing a supplier, said Ngo Thanh Tung, national project director of Nippon Paint Vietnam.

Tung made the remarks during a panel discussion titled “Exploring the Chinese and Japanese markets: Penetration and sustainable development strategies” organized by the Saigon Business Association last Saturday in Ho Chi Minh City.

He stressed that entering Japan and China requires thorough preparation, with “knowing yourself” as the top priority.

For Japan in particular, preparations must be far more meticulous. “The Japanese market demands a long-term, sustainable partnership. They have no interest in short-term business deals. Products must not only meet quality standards but also provide complete transparency - covering everything from raw material sourcing and product ingredients to their health and environmental impacts,” Tung said.

He added that social responsibility and sustainable development are essential passports to the Japanese market.

Industry experts also highlighted weaknesses among Vietnamese companies, especially in marketing and packaging design. No matter how good a product is, without packaging that fits the tastes and culture of the target market, it will struggle to compete. Building a brand, designing packaging, and tailoring product information for each market require serious investment.

“Value escalation” strategy

Vu Minh Tri, CEO of ASIM Group, introduced what he called the “value escalation” strategy. He cited Vietnam’s software industry as a prime example: starting at the lowest rung of the value chain - outsourcing for major U.S. and Japanese firms - Vietnamese companies gradually moved up by contributing ideas, participating in warranties, conducting business analysis, and eventually developing complete products themselves.

“The strategy is to get one foot in, then slowly climb the value chain,” Tri emphasized.

Nguyen Thu Nga, director of Thien Nga Fashion Design Co., Ltd., noted two key strengths of Chinese companies worth emulating. First is their speed and focus - once they have studied a problem thoroughly, they move quickly to launch a product. Second is their extensive use of technology, with factories that run almost entirely on robotic and automated systems.

However, Nga believes production capacity alone does not determine success. For any new product, especially in high tech, the biggest measure is customer experience and real-world feedback. “Trust doesn’t come from advertising - it must be earned through product quality and time in use,” she said.