抄録
This study analyzes the objectives and strategic contexts of Japanese corporations’ entry into overseas agricultural sectors. Historically, Japanese overseas agriculture has evolved from early emigrant farmers to contemporary high value-added corporates, characterized by a marked increase in agricultural subsidiary formation, particularly within Asia. This study is situated against the backdrop of domestic market contraction and governmental support measures such as the FBI strategy（an initiative promoting“Made From Japan,”“Made By Japan”, and“Made In Japan”）in Japan. Firm entry motivations are broadly categorized into two distinct paradigms: traditional global resource security model; and the contemporary overseas market development and brand-building one.
The case study of Nihon Agri Inc., involved in strawberry production in Thailand, reveals that the firm exemplifies this strategic approach. The company’s success is attributed to a sophisticated marketing strategy that targets the price gap between expensive Japanese imports and lower-priced local produce. The firm has leveraged the premium imagery associated with“Made by Japan”and secured local trademark rights for its“SAKURA ICHIGO”brand. Furthermore, through strategic collaboration with Japanese logistics partners, the company has established a robust cold chain that preserves quality from farms to consumers. Distribution channels are selectively limited to high-end retailers and cafés to reinforce the brand’s premium positioning. Additionally, consistent with the literature, this strategy explicitly avoids direct competition with exports from Japan.
The analysis indicates that strategic local partnerships, meticulous preparation, clear market positioning, and effective utilization of the “Japan Brand”are critical for the successful entry of Japanese enterprises into overseas agricultural markets. To establish the generalizability of these findings, future research should extend this analysis to encompass a broader range of products and geographical regions.
