Online edition of Sunday Observer

Fact File

Name : Yasuyuki Ishiga

University : Ritsumeikan University, Japan

Present Position : Resident Representative JETRO Colombo

Honesty and hard work are the keys to success for Resident Representative Japan External Trade Organisation (JETRO) Yasuyuki Ishiga who has plans to promote the Information Technology sector and increase exports to Japan through a planned program of action.

He is the youngest Resident Representative of JETRO Colombo, one of the oldest JETRO offices in the SAARC region (established in 1964).

"I gained my high school education from the Kurayoshi-Higashi High School in the Totori Prefecture. I entered the University of Ritsumeikan for my undergraduate studies in Social Sciences," Ishiga said.

After graduation, he registered for a Masters Degree in International Relations at the same university. "During my Masters Degree program, I got an opportunity to work at JETRO San Francisco. This was possible due to an academic agreement JETRO had with the University of Ritsumeikan." Incidentally, Mr Ishiga was the first student to be posted as a trainee to a JETRO office under the program. After selecting him, JETRO, for 10 consecutive years, hired graduate trainees from the University of Ritsumeikan.

Ishiga was attached to JETRO San Francisco for six months, from October 1992 to April 1993. "During this time, I got the opportunity to do research work and conduct interviews on the leisure industry in San Francisco.

I also had to do my studies and complete my thesis on the topic 'US Economic Policy Towards Japan'. I met some of the best professors at the Universities of California and Stanford who helped me with my thesis."

An year after coming back to Japan, he completed his studies and armed with a Masters Degree, joined the JETRO head office in Tokyo at their invitation. He was attached to the Information Services Department where his main task was managing the department's budget.

After two years, he was posted to the Suwa branch of JETRO where he worked for four years.

Then he was posted to JETRO Colombo as its Deputy Resident Representative in 2000.

"Before I came to Sri Lanka, I knew only about Sri Lankan tea and gems and jewellery," he said.

When Mr Norio Tazuke completed his term at JETRO Colombo and left the island, Mr Ishiga was made the Acting Resident Representative prior to his appointment as Resident Representative.

"Awareness is a must to improve the investment climate. Therefore, as done this year, the Board of Investment should conduct investment promotion seminars in Japan annually.

This is critical to attract investments to Sri Lanka as the island is known in Japan only for tea, gems and jewellery, said Mr Ishiga. Japanese companies do not know how much technology is available in Sri Lanka or that the country exports software and garments.

"Meanwhile, the Government should take steps to improve the infrastructure of the country to a satisfactory level.

Development of the road and rail network, the Colombo Port as well as the airport should be priorities as these are critical to attracting investors to Sri Lanka."

At present there is no direct shipping line between Sri Lanka and Japan. This affects the garments sector as a shipment takes more than two weeks to reach Japan from Sri Lanka via Hong Kong or Singapore. He was of the view that demand will increase once there is a shipping line between the two countries.

About the Bandaranaike International Airport, he said that most flights starting at midnight is a hinderance for investors who become tired.

"These are little things, but they do make a big difference in attracting investors," stressed Mr Ishiga. Intermittent power failures and the uncertainty of peace also shun investors from Sri Lanka. He said Japanese residents in Sri Lanka also experience problems in managing their companies and labour laws, therefore improved labour laws are essential.

The hopes for peace are getting brighter. This is a basic condition to promote trade and investment.

Explaining the role of JETRO Colombo, he said: "We assist economic activities by promoting trade and investment between the two countries. We also provide information relating to trade and trade-related services".

For the financial year 2002/2003, JETRO has identified the IT industry as a priority area for support. "We are planning to support the industry for a further period of three to five years," he said.

"Understand the Japanese market, be patient and if possible, learn the language before entering the market as these are critical factors. Most important is building trustworthy relationships by being honest with the Japanese."