GK had the opportunity to sit down with Mr. Kazuki Date, president of O’Will Corporation, to discuss Japan’s edge in food and materials, the company’s growth in Southeast Asia and the U.S., its ethical sourcing and sustainability efforts, and ambitions for global expansion. Read below the excerpt of the interview.
What makes Japan’s food, materials, and distribution industries stand out globally?
Japan’s competitive edge lies in its strong culinary culture, the global appeal of “made-in-Japan” quality, and the popularity of functional foods. These elements, combined with trusted service and product reliability, position Japan to stand out despite being outpaced in volume by regional rivals.
Where are you seeing the highest demand and focus currently?
Food and beverage products are our main focus, offering stability through short purchase cycles. Environmental equipment is also growing in importance. We aim to expand further in Southeast Asia, particularly Vietnam, alongside our U.S. office which supports global efforts.
How are you pursuing environmentally conscious and SDG-aligned business?
We prioritize land conservation, avoiding excess chemicals or space use. Trustworthy, ethical sourcing is crucial—especially ensuring no child labor. In food, we’re tackling waste by exploring ways to reuse pits, seeds, and peels through innovative recycling approaches.
You boast a high market share in certain agricultural areas, and you allegedly have the number one market share for certain products you produce. What has been the key to you maintaining your reputation, and what in your view is your competitive advantage?
It’s all about how we can build trustworthy relationships with clients. Having the clients’ trust is essential. We stress the importance of doing the ‘ordinary’ things well over time. As a one-stop shop, we offer broad product coverage without the complexity of large traders, providing clients with a simple, transparent structure.
What is your future vision, particularly for international growth?
We aim to grow sales 10-fold over the next decade, with a focus on North America, Southeast Asia, and China. Our U.S. office now includes Japanese staff to accelerate expansion. Looking ahead, seafood will join our dairy, agriculture, and additive product lines.
