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Japan and Austria have seen the fruits of their long history of mutually beneficial relations multiply as more Japanese companies locate operations in Austria - from which they have excellent links to Central and Eastern Europe. World Eye Reports (WER) recently talked with HE Akio Ijuin, Ambassador of Japan to Austria about the future direction and focus of relations between the two countries. WER: How close are the ties between Austria and Japan? How are you bringing the two nations closer together? Ijuin: We are building on a long history of friendly relations, and everything we do is intended to nurture them by expanding bilateral contact and exchange. In the field of culture we work with the Japan Foundation to bring examples of Japanese traditional and contemporary art forms to the Austrian public. The Cultural Center at our embassy is very active. It is our policy to support the younger generation of Japanese artists and musicians, recognizing their importance for the future development of cultural expression. We welcome every opportunity to cooperate with Austria in bringing their work to a wider audience. WER: How are you actively assisting Japanese business investment here in Austria? What kind of initiatives is your embassy taking to promote Japan further in Austria? Ijuin: Austria is an attractive site for investment due to its location in the heart of Central Europe, its proximity to the East European market, its well-trained workforce and good infrastructure, and the high quality of life it offers to expatriates. This is attested by investments made by many international companies, including Japanese companies. The Embassy assists these positive developments by providing information to Japanese companies engaged with, or interested in dealing with Austria. WER: What has been your most surprising discovery as you bring Japanese and Austrian economic players into closer contact? What contributions can Japan and Austria make in the future, in order to increase bilateral exchange? Ijuin: I was surprised to learn that Austria holds a large market share in many specific technology-related sectors. This is not widely known in the Japanese business community. One reason Austrian firms have a relatively low profile is that end-products containing components made here - automobiles, for example - are often sold abroad under a brand name associated with other countries. Two out of three of the vehicles sold worldwide by a leading German automotive company are equipped with engines made in Austria. Sometimes the extent to which Austrian firms dominate a market is overlooked because the market itself is small and rarely included in standard economic surveys. Austria excels in "niche" products, such as railroad maintenance equipment. Finally, there is the factor of name recognition - or the lack of it. How many Japanese investors realize that the LD method, the converter steel procedure used for approximately 60 percent of global steel production in 1996, takes its name from the initials of two Austrian cities?
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