Exploring Distinctive and Nutritious Japanese Cuisine, Health Supplements, and Beauty Products

Nori Shirai, the visionary founder and director of PTG Inc., a thriving consulting company based in Japan, has set a mission to globally promote overlooked Japanese food and dietary supplement products. Since its establishment in 2022, PTG Inc. has taken pride in the top-notch offerings of small and medium-sized Japanese manufacturers deserving of international spotlight.

With a solid four-decade background in international marketing, Shirai has seen it all, from salvaging a struggling overseas subsidiary within four years to building a thriving one in under five years. Thanks to his exceptional mastery of the English language, Shirai is able to foster strong relationships with global business partners and believes that mutual trust is instrumental to commercial success. Most recently, Shirai held an executive position at Daiwa Pharmaceutical Co., Ltd, overseeing the international marketing department.

Speaking about PTG, Shirai describes the company as an international business consulting firm specializing in kickstarting the export journey of Japanese SMEs that produce food and dietary supplements. By introducing unique and nutritious Japanese products to the global community, PTG aims to enhance the quality of life of consumers worldwide.

Explaining his shift from big corporations to servicing SMEs venturing into the U.S. market, Shirai mentioned a consideration drawn from reading The Economist: the looming massive decline in Japan’s population. He realized that survival for domestic-reliant SMEs would be arduous under these conditions. Additionally, he noted that well-crafted products from smaller Japanese companies often gained high recognition, while the creators conventionally maintained a low profile. Capitalizing on his long-standing global experience and motivation from achieving societal expectations upon turning 65, he founded PTG.

When asked about his focus, Shirai confirmed PTG’s primary attention is on companies in the food, beverage, and supplement sectors, benefiting from his extensive experience in international dietary supplement marketing. He also revealed ongoing collaborations with companies in the traditional Japanese food, beverage, and cosmetic sectors.

On the subject of currency value, Shirai suggested the weak Yen values offer a boost to exports by lowering prices. He mentioned the importance of pricing exports at a Yen-US dollar exchange rate of around Yen120-130 rather than relying on the current favorable rate, as future exchange trends are unpredictable.

While China’s emergence as a global factory may have dimmed the glow of Japanese products, Shirai maintained that high-regard for Japanese quality, especially in areas demanding craftsmanship, remains strong internationally. He also revealed trends in the Japanese food sector where high-priced, exceptional quality products are finding favor in international markets over domestic ones. He gave an example of a traditional soy sauce product produced on a small western island in Japan, popular among foreign visitors despite its high price.

Although Shirai couldn’t divulge specifics due to confidentiality, he shared that the gaps PTG is exploring for its clients are related to health, high quality, and sustainability. With a growing emphasis on individual health, there’s a demand for healthy foods. Likewise, there’s a preference for natural and/or organic sources, products with strong ethics, and those promoting sustainability, particularly among Millennials and Gen Z.

While the majority of PTG’s portfolio is U.S.-focused at the moment, they are looking to spread their consulting services globally. This also involves partnering with U.S. consultants to provide a specialized and localized service. As part of this expansion, PTG has partnered with a U.S brand marketing firm that represents Japanese companies in the U.S., an exciting development for Shirai. He emphasized the importance of comprehensive marketing communication strategies, especially robust PR campaigns that can benefit company and product awareness.

Shirai ended his discussion by highlighting the significant potential for his clients to experience success by paying heed to these trends.