Unearthing the Health Benefits and Uniqueness of Japanese Food, Supplements, and Beauty Products

Nori Shirai, the visionary behind PTG Inc., is looking to propel unrecognized Japanese food and dietary supplements into the global market. Made by Japan’s smaller manufacturers, their exceptional quality makes them ideal for international consumers. PTG Inc., founded in 2022, is an advocate for these manufacturers’ potential.

Shirai, with an illustrious international marketing career spanning four decades, has successfully revived an ailing subsidiary and even started and stabilised a new one. His fluency in English has facilitated strong global partnerships, acknowledging that trust is fundamental to business progress. Before PTG Inc., Shirai held prominent roles in Daiwa Pharmaceutical Co., Ltd., leading the international marketing operations.

Shirai gave insights about PTG to Health E-Insights (HEI), outlining his firm’s mission to assist smaller Japanese food and dietary supplement companies in exporting their lesser-known, quality products, thereby enhancing global consumers’ health and lifestyles.

When asked about his shift from large corporations to assisting smaller companies, Shirai highlighted two factors. Firstly, he was alarmed at The Economist’s projection of Japan’s reducing population – a drop from 125 million to less than 80 million by 2050 due to an aging populace. Smaller manufacturers with no international presence will be hit hard. Secondly, Shirai believes there is a global appeal for Japanese products from small-scale manufacturers, although their introverted nature often prevents them from branching out internationally.

Shirai, with his extensive global experience, found an opportunity to contribute. Now that he’s 65 and has fulfilled his societal duties, he’s excited to focus on what he truly wants – assisting these smaller manufacturers in expanding their international reach. He’s confident that Japanese quality, craftsmanship, and food will continue to receive international appreciation.

Shirai is primarily targeting his services at supplement, food, and beverage companies, leveraging his decades-long international dietary supplement market experience. Currently, he’s assisting businesses associated with traditional Japanese food, beverages, and cosmetics.

While acknowledging that Japan’s weakening Yen may currently assist in export by lowering the export price in U.S. dollars, he cautions businesses against taking this for granted as exchange rates are unpredictable.

Shirai has noticed a trend of the international market applauding highly priced, quality food products, that are sometimes overlooked in the Japanese domestic market. He thinks this pattern is equally applicable to all Japanese foods.

Regarding future client opportunities, he couldn’t provide specific details due to confidentiality but hinted at links with health, superior quality, and sustainability. With health becoming more of a priority, and greater emphasis being placed on natural and organic sources, ethical production and sustainability, especially amongst younger demographics, he sees a thriving future for his clients.

Understanding his clients’ aspirations for global business expansion, Shirai is prepared to go beyond his wealth of experience in the U.S. market and explore other territories.

Shirai also plans to establish alliances with U.S. consultants to provide a comprehensive consulting service. Teaming up with a U.S. brand marketing firm specializing in representing Japanese companies has been a recent exciting development.

Shirai believes that a combination of effective marketing communication strategies, especially well-crafted public relations campaigns, could significantly enhance brand reputation and benefit Japanese companies. He believes promoting greater transparency will engender trust and customer loyalty. With ongoing innovation and commitment to core values, he envisages a flourishing landscape for the dynamic chocolate industry.