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Mr. Nobutsuna Sasaki, President C.E.O of FINE JAPAN explains the future direction and target referring to the current market situation.
When I was a child, many people think that the supplement is a niche industry which has a high price and a very suspicious industry.
It was an infant industry that many customers bought the supplement as per offered without exact idea of what the product it was. Then the importance of the supplement had been recognized gradually in Europe and USA, and then it became so in Japan.
Many companies had their eyes on the supplements, which were recognized well after major companies made advertisements.
Our company has a 40-years-old history which is quite long as a manufacturer in the supplements industry. Many companies have joined to this industry after 2000 including major companies.
Japan is the No.1 aging society in the world.
There are over 5.6 million people who are qualified to receive nursing and the government has invested nearly 3 trillion J.Yen to this society. It is estimated that there will be over 20 million people in 2020.
There is a word as “Healthy Age”. It is not a period of life span, but an age that can spend a health life. In a word, it means walk by themselves, cook and earn their own livings.
In Japan, the average life span is 80 years old and the healthy age is 70 years old.
In another word, many people have to live on bed or in hospital unhealthily for 10 years at least.
Having an average Healthy Age instead of the average life span will become a national target to shorten the 10 years of the unhealthy period.
Recently they say that it is the most desirable to live healthy and die suddenly. Instead of a long period of bedridden life or fighting diseases, people want to live longer and healthily and die suddenly.
I think that the supplements can contribute them to prepare for the end of their lives because the supplements will be taken for the purpose to prevent diseases. People are increasing who want to think about the life end positively and not to trouble their family by their fighting disease.
As I said in the beginning, we have 40 years history, so we have more than 200 kinds of supplements and many recipes of the healthy materials.
We can collect many materials which have the evidences or high quality materials having ancient folklore in the world.
Naturally we can assure the safety of the raw materials by the safety and efficiency test at our laboratory in Osaka University. We can make a product speedy by ourselves from the product development, production and to sale consistently, which is our most strong point.
For production, we can produce powders, soft capsules, hard capsules, tablets, jelly and liquid at our factory consistently, which covers almost all the types of supplements. We have been selling more than 1,000 kinds of supplements including OEM products. Even if the brand changes, it is the same supplement for customers to eat, so we could contribute in various manners.
Our duty is to extend good products. I have worked for a pharmaceutical company and gone to USA for studying, and I have joined to our company in September 2005 right after coming back from USA for the mission to sell our products to consumers as many as possible. Then I have made and taken care of the international business department for foreign trading.
First of all, I decided to establish our Hong Kong Office as a hub in Asian area. When we exhibited to a trade show in Hong Kong, we got many inquiries from our potential customers. Then we opened our Hong Kong Branch Office in 2006.
After that we opened our USA office, Beijing Office in China, Korea and Hanoi Office, and we are going to increase more in the future.
I have stayed in USA for 3 years and I know the market situation as a consumer. It has past about 10 years now but I believe that we understand how their way of thinking will be changed.
Now there is a consistent market of supplements in USA. For example, there is a supplement corner at any discount stores, drug stores, supermarkets, furniture stores and even general stores which they sell toiletry items.
In USA, it is possible to have a vaccination at a drug store or they can deliver a medicine according to a prescription, although we have to come to the drug store to receive it in Japan.
For example, for a chronic patient of diabetes, they can send a medicine to the patient anywhere through mail order by being handed prescription only.
There is a big difference from Japan and USA, where the self-medication is advanced. I think Japan will follow to this direction sooner or later.
I also think that the time will come when each individual has to take care of their health like American.
Supplement is for disease prevention. We will take a medicine when sick, but before that, it is a premise that we will prevent diseases by supplement every day.
It is already popular in abroad, it will also get popular in Japan to take care of our health and prevent diseases by ourselves.
We have a factory in Hanoi, Vietnam and we are selling their products in Vietnam at the moment. In the future, we are going to export their products to ASEAN countries together with the products made in Japan.
Firstly, we will take care of our company staffs for their happiness and health mentally and physically. Otherwise it is not possible for us to make our customers happy and healthy.
Our dream is that we will contribute to the health of people all over the world through our supplements. It is our duty to make their life meaningful as long as possible. We were born in naked and die alone without having anything.
Therefore, we think that the most important thing is health rather than positon or money. Without health, we cannot do anything.
As a new business, we are now developing not only supplements but also medical foods, which are for nursing facilities or hospitals so that elder people can eat with mouth instead of liquid food by the gastrostoma
They say that many people regret the gastrostoma, because they do not eat from the mouth, so the mouth will be dry without saliva and due to the various bacteria or mold in the mouth, they cannot eat again from the mouth mostly.
It is important to eat food from the mouth as human being and then die suddenly. We want to contribute such way of life for elder people, then contribute to Japan eventually.
We will take care of our company staffs and their family for their happiness and health mentally and physically, then contribute beauty and health to the people in the world.
Then, we will do our best to produce high quality products, which can help all the people for their health and beauty life.