Occupation:
Managing Director of Sunshine International
Time in Japan:
7 year

Where are you from?
Adelaide, Australia.

What brought you to Japan?
I originally came on a working holiday visa. I studied Japanese at university as part of a commerce degree and I wanted to speak it since otherwise it would be a waste. So I came and studied more. I decided to stay because there are a lot of things happening here and Tokyo' fast-paced scene suited me well.

How did you start Sunshine?
The seed of the idea came pretty soon after I arrived here. I had studied marketing as well as Japanese at university and I was very interested in doing business. I looked around at what was imported and what wasn't, and I noticed that cordials weren't; I thought this might be a good item to bring to Japan. So I saved enough money to start, which is 3 million yen in capital, plus a contingency amount. I tested the product; it sold, so I thought this would work.

How does a foreign individual start his own company in Japan?
You have to present Articles of Incorporation (basically, the company name, what it does, when and where it will be) at the Registrar's Office. They look at all the documents, you pay a little tax up front and that's it. It seemed really easy, too easy. But as I went through all the procedures it got more difficult. The goal at the end of the road is a piece of paper that states your company name, what it does and the address. Then you're all set to go.

What are cordials?
Cordials are a condensed juice mixed with a bit of sugar that you mix with water, soda water or milk. Some people mix it with hot water here, something you would never do in Australia because it's too hot, but it was quite nice. I now import apple-black currant and apple-raspberry. Basically any fruit can be made into cordial.

How do you promote them?
The easiest way I've found is through free giveaways in magazines because they're very willing to take up new products and happy to promote them. I had 2000 people respond to one promotion and we were only giving away ten bottles. Another way is to go around to stores and set up sample booths.

What is the most difficult thing about doing business here?
Finding out who is the right person to talk to when you're trying to line your product on store shelves. Most companies don't call back if you just leave a message so you have to keep calling and be very persistent. Dive in there with a positive outlook. You have to deal with wholesalers here if you really want to succeed, but often these wholesalers can be snobby and unhelpful. You have to ask a lot of questions but if you ask too many, they look down on you, and you have to be polite at all times. I found Marusho and they talked to their wholesaler who helped me promote the product, so I was lucky.

What do you like best about Japan?
I like the weather. There's a lot of sunshine in Japan outside of the wet days in June and July, and I love matsuri (festivals). There's lots of electricity during matsuri season in the summer and I love fireworks.

What is your recipe for a happy and successful life in Japan?
Always brush your teeth and gargle after eating natto. I don't know if it makes you more successful, but at least more people will be willing to talk with you.

Contact Sunshine International at 03-3351-6860 or sunshine@tkg.att.ne.jp

Do you know an interesting person in Tokyo? If so, email us at maki@tokyoclassified.com