Exploring Nutritious and Distinctive Japanese Foods, Supplements, and Beauty Products

Nori Shirai, the visionary founder and leader of PTG Inc., a Japan-based consulting firm, is committed to bringing high-quality, yet unknown Japanese food and dietary supplement products into the global arena. PTG Inc., since its inception in 2022, has dedicated its efforts to recognizing the potential of Japanese small-to-mid-sized manufacturers whose superior products are yet to be discovered by the global market.

Shirai, with a substantial career of 40 years in international marketing, has a formidable record, which includes transforming a heavily indebted overseas subsidiary to profitability within four years, and pioneering another overseas subsidiary to a break-even point within five years.

Strong English communication abilities, paired with Shirai’s long-standing international business experience fosters robust relationships with partners across the world, including subsidiary employees. Shirai firmly believes that business success stems from mutual trust. Recently, Shirai held the position of executive director and general manager of international marketing at Daiwa Pharmaceutical Co., Ltd.

Health E-Insights (HEI) asked for more information about PTG Inc. Shirai explained that PTG Inc. is an international business consulting firm assisting small-to-mid-sized Japanese firms to export their food and dietary supplement products. The ultimate goal is to improve people’s quality of life by introducing healthy and unique Japanese products to the global community.

Questioned about his career shift from large corporations to starting a personalized small and medium enterprises (SMEs) focused consulting firm, Shirai explained his motivations. He has been made aware, through an acclaimed international economic magazine, The Economist, of the steep population decline in Japan, possibly plummeting from 125 million to less than 80 million by 2050, a quarter of the current population. This alarmingly unprecedented prediction led Shirai to the conclusion that the Japanese economy, particularly SMEs, cannot survive exclusively on domestic trade.

He went on to acknowledge the high-quality products produced by smaller Japanese firms, often undervalued due to the cautious nature of Japanese entrepreneurs towards international trade. With over four decades of global business experience, Shirai felt perfectly positioned to fill this gap. Having reached the age of 65, Shirai wished to fulfill a personal aspiration by setting up his consulting firm.

Shirai holds a belief that Japanese craftsmanship, especially in food production, holds impressive potential for international recognition and acceptance. His focus primarily lies in the supplement, food, and beverage industries, drawing from his 20 years of experience in the international dietary supplement market. Shirai’s clientele mainly comprises traditional Japanese food, beverage, and cosmetic companies.

Asked about the influence of the current value of the Yen on business expansion to the U.S., Shirai acknowledged that a weak Yen was beneficial for exports, reducing the U.S. dollar equivalent price. He was quick to caution, however, about the unpredictability of future exchange rates.

In discussion about the reputation of Japanese products, Shirai conceded that the stature has taken a slight hit due to China’s emergence as a global factory with improving quality. Nevertheless, he believes that Japanese quality, particularly in product components, craftsmanship, and food remains highly appreciated in the international market.

Addressing emerging trends, Shirai observed a growing international appreciation for high-quality but expensive Japanese food products, more so than in the domestic market. He cited the example of a traditional soy sauce factory in Japan, whose high-cost products are in demand among international visitors whilst being overlooked in the domestic market.

With respect to client opportunities, Shirai asserts that these vary from client to client, and are usually related to health, quality, and sustainability. The current consumer focus leans towards health, the natural and ethical sourcing of products, and environmental sustainability. Satisfying these demands increases chances of success for manufacturers.

His consulting services are not exclusive to the U.S. nutraceutical/food market or North America. With 20 years of experience in the U.S. market, Shirai intends to extend his consulting services globally, in line with his clients’ and potential clients’ ambitions.

Shirai is keen on partnering with U.S. consultants to offer his clients better service. He already has a collaboration underway with a U.S. brand marketing firm representing Japanese companies in the U.S., which he finds very exciting. Shirai stresses the importance of a holistic approach, incorporating marketing communications strategies, particularly strong public relations campaigns as vital for building awareness and shaping perceptions towards a company and its products.