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Originally Processed With FOIA(s):
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This is not a textual record. This is used as an
administrative marker by the George Bush Presidential
Library Staff.
Record Group/Collection:
George H.W. Bush Presidential Records
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Speechwriting, White House Office of
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Snow, Tony, Files
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OA/ID Number:
13895
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13895-006
Folder Title:
[Japan Update Magazine, 12/91]
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18
29
2
3
ISSN 0912-3474
JAPAN UPDATE 1991 1 11)3
DECEMBER 1991
NUMBER
3
UPDATE
MALAYSIA
LOOKS EAST
Katsuhiro Utada
on globalism
and symbiosis
Pearl Harbor
then and now
French tradition
Japanese craft
exceptional wine
JAPAN UPDATE
CONTENTS DECEMBER 1991
1 FROM THE READERS
2 COMMENTARY:
ON GLOBALISM AND SYMBIOSIS
A business leader advocates an alternative
to ruthless competition
By KATSUHIRO UTADA
6 INTERVIEW:
MALAYSIA LOOKS EAST
Dr. Noordin Sopiee
tackles the Asian market controversy
in a talk with Katsura Kuno
10 HISTORY:
REMEMBRANCE AND REGRET
Older and wiser now, former Japanese pilots look back
on a fateful day 50 years ago
By ROSS LAVER
18 ESSAY:
NEW REALITIES
Coming to terms with diversity
By GEORGE FIELDS
20 REFLECTIONS:
A MATTER OF DIRECTION
The key to change in women's lives
UNITED
By JEAN PEARCE
12 CRAFT:
FRENCH TRADITION
22 ENVIRONMENT:
JAPANESE METHOD
THE ROYAL TREATMENT
By EIICHI TAKAHASHI
An auto parts distributor makes recycling
a public concern
14 LEARNING:
By HIROSHI NAKADA
AMERICAN KNOW-HOW AND MIRACLE
Quality control comes to Japan
and stays
25 CHANGE:
By SEIYA IKARI
WOMEN AT WORK
By AKIRA FUJITAKE
Professor of sociology, Gakushuin University
16 MEDIA:
PERILS OF TRANSLATION
Nuance and meaning can get lost in the process
COVER:
By CHIEKO MULHERN
KATSUHIRO UTADA, vice chairman of Keizai Koho Center,
honorary chairman of Ajinomoto Co., Inc. and
vice chairman of KEIDANREN
Photo by Masashi Sakajiri
BACK COVER:
Bonenkai parties offer employees and managers
a chance to relax at year-end.
KYODO PHOTO
KEIZAI KOHO CENTER
Japan Institute for Social and Economic Affairs
6-1, OTEMACHI 1-CHOME,
CHIYODA-KU, TOKYO 100, JAPAN
TEL: (03) 3201-1415 FAX: (03) 3201-1418
JOINT AID FOR THE BALTICS
to some elitist Japanese liter-
In this respect, your center has
I read with interest Katsura
ary canon, we at Kodansha In-
been playing an important role
The Keizai Koho Center (Japan Institute for So-
cial and Economic Affairs) is an independent
Kuno's article (Nov. 1991) on
ternational are publishing the
through your journals and now
non-profit organization designed to promote un-
the Baltic countries and Esto-
work of some of Japan's most
a monthly magazine. As some-
derstanding of Japan's economy at home and
nia in particular.
popular, and unconventional,
one who has been engaged in
abroad. In this mission, it works closely with
His report conveys the inter-
younger writers, notably in the
the shipping business, I am
Keidanren (Federation of Economic Organiza-
tions). Its financial resources come entirely from
est that the Japanese now take
ground-breaking new collec-
particularly interested in any
private sources.
in the far-flung former colo-
tion Monkey Brain Sushi. Ko-
subject relating to shipping or
nies of the Soviet empire, and
dansha International's publica-
transportation.
CHAIRMAN
the newly independent coun-
tion list features such provoca-
HIROKAGE NISHIMATSU
Gaishi Hiraiwa
tries' need for economic assis-
tive figures as the internation-
K.K. MISC Agencies, Osaka
VICE CHAIRMAN
tance. No doubt a substantial
ally acclaimed Haruki Muraka-
Katsuhiro Utada
DIVERSITY AND ECO-TECH
and a well thought-out aid pro-
mi, feminist writer Yuko
PRESIDENT
The interview with Dr. Car-
gram will give Japan a strategic
Tsushima, adventurous con-
Masaya Miyoshi
los Cortes (Oct. 1991) first
advantage point for the far
temporary philosopher Taiichi
SENIOR MANAGING DIRECTOR
drew my attention to your
Natsuaki Fusano
greater and more complicated
Sakaiya and the strikingly orig-
magazine. American universi-
task of aiding the rest of the
inal Masahiko Shimada. Mu-
MANAGING DIRECTOR AND
ties have been grappling with
SECRETARY GENERAL
Soviet Union and the Russian
rakami, in particular, brings a
Ryukoh Wada
the issues curriculum content,
Federation.
fresh, new voice to Japanese
MANAGING DIRECTOR
hiring practices and minority
Scandinavian countries have
literature in translation, one
Katsura Kuno
admissions. This effort has not
a good knowledge of and take
that has changed perceptions
EXECUTIVE POLICY COUNSELORS
come easily, therefore it is en-
Eiichi Tatebe
great interest in the Baltic na-
of contemporary Japanese cul-
Taro Nawa
tions for historical and other
ture around the world.
couraging that the Japanese
business community is becom-
Taketoshi Kubota
reasons, and there may also be
No doubt a gap exists be-
ing aware of the complexities
some interesting possibilities
tween the Western perception
of multiculturalism.
for joint Japanese-Scandina-
of Japanese cultural and social
UPDATE
On a different tangent, it was
vian approaches on how best
realities, but that has as much
refreshing to read Maari Kon-
to aid these struggling coun-
to do with fundamental atti-
ya's article in the next issue on
tries.
tudes, prejudices and assump-
tions on both sides as with the
Japanese efforts to develop
POUL E. SVEJSTRUP
technologies for environmen-
Tokyo correspondent
availability of relevant infor-
Jyllandsposten, Aarhus, Denmark
tal protection. Japan has come
mation. Those curious for in-
under international criticism
sights into the workings of to-
PUBLISHERS AREN'T VILLAINS
for its short-sighted policies on
day's Japan have only to seek,
JAPAN UPDATE
I was surprised that Chieko
natural resources, for instance,
in the appropriate bookstore,
Mulhern, in her article "The
drift-net fishing and logging of
EDITOR IN CHIEF
and they will find.
Katsura Kuno
Perception Gap" (Nov. 1991),
tropical rain forests.
LESLIE M. POCKELL
says that she believes commer-
MANAGING EDITOR
Editorial Director
As someone who appreciates
Kokichi Morimoto
cial publishers bear a certain
Kodansha International, Tokyo
both the wilderness and Japa-
EDITORIAL ADVISORS
responsibility for Japan's un-
nese high-tech products
Motohiro Kondo
flattering image abroad.
MORE ON SHIPPING BUSINESS
(laptop computer, 4-wheel
Seiya Ikari
Frankly, I wonder what book-
I found the October issue to
drive vehicle, stereo equip-
SENIOR EDITORS
stores she's looked into lately.
be quite informative and use-
ment and video games), it
Osamu Naitoh
Though the numerous books
ful. Working for a foreign-
seems that these technological
Seiichi Tagawa
that were lauding Japan's eco-
owned company for many
Noriko Kadota
strengths must be applied to
nomic system as a model for
years, I have learned how to
remedy the destruction caused
EDITORIAL ASSISTANT
Shizuko Mizuguchi
the world have largely given
explain things Japanese, in-
by industrial pollution.
Yoichi Shimatsu
way to critiques such as Karel
cluding political and social af-
The corporate research
Eiichi Takahashi
van Wolferen's Enigma of Japa-
fairs, to non-Japanese as well
teams listed in your November
DESIGN/ART
as to understand how others
nese Power, many other recent
issue are only a beginning, but
Giovanitti Design Group, Inc.
publications deal sympatheti-
view Japan and Japanese af-
they offer real hope.
EDITORIAL PRODUCTION
cally with current Japanese at-
fairs. These are two important
GARY KAWAGUCHI
The Japan Times, Ltd.
concerns for me.
titudes and mores, including
University of California, Berkeley
JAPAN UPDATE (ISSN0912-3474) is published
those by authors such as Don-
by Keizai Koho Center
ald Ritchie, Alan Booth, Les-
READERS ARE INVITED to write to the editor of JAPAN UPDATE on subjects of
Single Copy Prices: $3.50 or ¥500
ley Downer and Nick Bornoff.
public interest. Comment on topics covered by this magazine is also welcome. Letters
()
must be signed and include full addresses (no post office boxes), though requests for
As for her charge that pub-
anonymity will be honored. Visitors writing from hotels should provide home address-
Copyright 1991 by Keizai Koho Center. All
es. Letters should be no longer than 100 words, typed and double-spaced. The editor
rights reserved. Reproduction in whole or in
lishers are limiting themselves
retains the right to abridge letters.
part without written permission is strictly
prohibited.
PRINTED IN JAPAN
JAPAN UPDATE/DECEMBER 1991 1
COMMENTARY
ON GLOBALISM
AND
SYMBIOSIS
A business leader advocates an alternative to ruthless competition
KATSUHIRO UTADA
apan is at a turning point. Al-
Japan seems to be painstakingly searching
willing to share burdens with various coun-
though many Japanese are keen-
for the right changes to make, and it clearly
tries around the world, since establishing
ly aware of this fact, a national consensus
recognizes a need to change.
and maintaining good international rela-
has yet to be formed as to how Japan
It is probably true that Japan is becom-
tions is indispensable for its existence.
should change in the years ahead. This sit-
ing a third pole in the global order, regard-
Will Japan be able to do all this merely
uation, therefore, causes an uneasy feeling
less of whether the Japanese are aware of it
by following the practices of the United
among the Japanese.
or not. So, Japan must actively promote
States and other leading nations in Eu-
True, Japan has accomplished several
international cooperation and assume a
rope? Unlikely.
dramatic changes in the past. The Meiji
role as a world leader. Also, Japan must be
It has been charged by some critics that
Restoration and the revival after World
the Japanese way of thinking and style of
War II are examples of such changes in
management, based on their traditional
modern history.
manners, customs and sense of value,
But there is a decided difference be-
tends to impede the development of inter-
tween the present and the past. In those
national cooperation.
days, Japan was a relatively small player on
Whatever is wrong should be corrected.
the international scene. There were a num-
But what if it turns out that Japan has to
ber of leading powers on the world stage,
sacrifice some of its traditional virtues in
and Japan could learn from those advanced
order to promote international coopera-
nations in its effort to catch up.
tion? Is that truly beneficial to both Japan
Today, by contrast, Japan has emerged
and other countries?
as an economic superpower, increasingly
Frankly, I have mixed feelings about
expected by many other countries to play a
whether Japan must promote international
leadership role. And this time around,
cooperation, and whether it is worth com-
there is apparently no clear-cut target to
promising traditional virtues.
guide future efforts. As expectations in-
The uniqueness of the Japanese way of
crease throughout the world, "Japan bash-
thinking, it seems, has much to do with the
ing" also is increasing in intensity.
fact that Japan is a culturally and racially
Under these circumstances, present-day
homogeneous nation. On this subject it has
2 JAPAN UPDATE/DECEMBER 1991
been said that the country was composed
mean the coexistence of different entities,
as a social system based on efficiency and
of several distinct ethnic groups thousands
living together yet each displaying its own
individualism. In such a society, business
of years ago. But since then, with their
individuality and cultural characteristics.
enterprises, political groupings and indi-
total assimilation, no one questions that
Traditionally, the Japanese believe that
viduals tend to become egotistical. The
today's Japan is a highly integrated nation.
human beings should live in perfect harmo-
weak who cannot assert themselves must
Moreover, the country is geographically
ny with nature. Even flowering plants of
unavoidably suffer. Even those who are
isolated in the easternmost part of Asia,
different species should be allowed to grow
strong often feel some measure of guilt
separated from other countries by the sea,
together in the same place. Symbiosis im-
over gaining their own way, especially if
and all its inhabitants speak the same lan-
plies the coexistence of the strong and the
they are influence by Japanese traditional
guage. These conditions combine to foster
values. In my mind, this is the source of a
the cultural uniformity among the Japa-
moral and ethical dilemma the Japanese
nese, something rare among other nations.
B
face in an industrial society.
As a result of these geographic and cultural
oth the
factors, the Japanese have come to possess
supplier and the
PACKAGING
a strikingly similar perspective. In Japa-
It is probably in the economic field that
nese society, even if the presence of law is
consumer must start
the Japanese spirit and Western essence
minimal, individual members of society
are diametrically at odds. By virtue of its
mutually regulate one another in accor-
thinking about the
history, Japanese management differs
dance with a shared sense of ethics.
social and public
from Western management. At many of
Thus, the Japanese have traditionally at-
Japan's big businesses, management and
tached special importance to harmony-
aspects of our
capital are separate entities. Even more so
cordial human relations-one of the strik-
in recent years, the relative importance of
ing attributes of Japanese culture.
transactions, reassess
capital has been continually decreasing.
From the Japanese viewpoint, human
our pursuit of purely
Though most top executives are sala-
beings can truly exist only as members of a
ried, they have a free hand in the practice
society. By contrast, Europeans regard hu-
private interests and
of management because of the weak influ-
man beings fundamentally as individuals
ence of capital. They are able to adopt
who confirm their own existence through a
acquiesce to some
practices putting forward those concerns
constant struggle against nature. Herein
sacrifices for the
generally considered the most important
lies a marked difference in viewpoints be-
priorities for management-respecting the
tween Japanese and Europeans.
benefit of society
humanity of others, promoting the welfare
TRADITIONALS SPIRIT
of employees and establishing good rela-
tions with clients. The Japanese corporate
The European mode of thought finds its
weak, rather than the strong flourishing by
culture, which is excessively dependent on
clearest expression in Darwin's theory of
preying on the weak. Symbiosis is also re-
administration, is actually a reflection of
evolution. The basic principle underlying
flected in religious perspectives. In con-
such a business climate.
this theory is the survival of the fittest-the
trast to the monotheism of most Europe-
This enlightened behavior, dependent
notion that weaker organisms that are de-
ans, the Japanese are predominantly poly-
on trust, is open to abuses. The recent
feated in the natural struggle will perish
theists.
series of securities scandals are a case in
and only the strong will survive. Thus, the
Japan has undergone remarkable indus-
point, which has led to an active movement
theory assumes that nature is something to
trialization and modernization over the
to correct a defective corporate structure.
conquer. This attitude has driven the mod-
past four decades. During that interval,
And such defects have been highlighted at
ern European civilization to develop sci-
Western ways of thinking have been widely
the U.S.-Japan Structural Impediments
ence for the sake of survival.
disseminated among the Japanese. One re-
Initiative meetings.
By contrast, the Japanese have not
sult, however, is that more and more Japa-
In light of these incidents, the appeal I
adopted the concept of the survival of the
nese have become aware of the gap be-
would like to make to foreign governments
fittest. Instead, Japanese tradition is deep-
tween their traditional spirit and the West-
is: "We are making an earnest effort to
ly rooted in a concept, best defined by the
ern essence.
restructure ourselves. We are willing to
word "symbiosis." I interpret the term to
Modern industrial society can be viewed
correct those things that are wrong. At the
JAPAN UPDATE/DECEMBER 1991
3
Survival of the fiercest may really mean that nobody wins. PHOTO COURTESY OF ToHo STUDIOS (KING KONG vs GODZILLA, 1962)
same time, we ask you to try to gain a
were needed for everyday life and were in
discarded without compunction. Products
better understanding of Japan's traditional
short supply could be sold as fast as they
were ostentatiously packaged using plastic
values and view of management."
were manufactured. All that the manufac-
and other relatively costly materials.
A few characteristics of Japanese busi-
turers had to do was make goods that
During the age of needs, it was said that the
nesses should be accorded proper recogni-
served a basic consumer need and market
manufacturer stood upstream and the con-
tion. An old-time maxim was: "A business
them at a reasonable price.
sumer downstream. But, in the age of
enterprise has meaning when it lasts forev-
Next came an age of wants. The market
wants, their positions reversed. As the
er." The longevity of a business enterprise
became saturated with a wide variety of
consumer became "almighty," everything
was in itself considered beneficial to both
goods as supply exceeded demand, pre-
from manufacturing to marketing had
its employees and the public. That is no
senting consumers with a bewildering
to be arranged to please and pamper
longer the belief today. What is questioned
choice. Products without added value,
the public's tastes.
now is the very existence, not the continu-
such as a new design feature, would not
These patterns sound familiar, but we
ity, of a business enterprise. No enterprise
find acceptance among consumers. In that
are now arriving at the third stage. In the
can comfortably exist unless the communi-
age consumers attached importance to
new age, excess is coming under critical
ty recognizes its immediate and practical
something besides quality and price. Dis-
review. For example, when suppliers con-
worth to all community members.
tributors, therefore, actively advertised
tinue to provide flashy packaging simply to
Such being the case, three kinds of sym-
how their products were manufactured,
satisfy the customers' vanity, a huge quan-
biosis are needed for the years ahead.
what efforts were involved in their devel-
tity of plastic and other packaging materi-
The first is symbiosis between the busi-
opment and what functions they could per-
als are discarded once the products are tak-
ness enterprise and general society. In the
form. Since the customer had the power of
en home and opened. Those waste materi-
post-war era, Japanese enterprises devel-
choice, suppliers delivered ever fresher
als contribute to the deterioration of our
oped products and sales strategies in three
goods, even several times a day, to meet
environment, and they waste manpower
distinct stages. The initial stage was an age
the increasingly finicky demand.
and valuable natural resources.
of needs. In that period, any goods that
Used goods and obsolete products were
If suppliers continue to increase the fre-
4 JAPAN UPDATE/DECEMBER 1991
Symbiosis affords a path for each and a place for all. PHOTO: GARDEN OF THE HEIAN SHRINE, FROM KYOTO (THE JAPAN TIMES)
quency of deliveries to meet consumer de-
dent individuals and members of society,
misunderstandings with other countries.
mand for even fresher food products, there
family and community. Many Japanese,
Given this situation, we have to earnest-
is a hidden cost to health. If perfectly good
however, have viewed themselves primari-
ly reflect on whether Japan's ODA and
food, not quite up to the consumers' liking
ly as members of their company, paying
foreign branches of Japanese enterprises
were to be discarded, it is not only wasteful
much less attention to the fact of their inde-
are truly beneficial to the host countries. In
in terms of labor and natural resources, it
pendent existence as individuals.
recent years, not only economic friction,
also increases the number of trucks on the
In present-day Japan, land prices have
but also cultural, social and even "human
road and the amount of fuel wasted in traf-
risen so high that the average salaried per-
friction" have been increasing. To pro-
fic congestion. Many services and added-
son will not be able to afford his own home
mote international cooperation, Japanese
value features have a net negative effect
in Tokyo, or another conveniently situated
business enterprises must learn to become
from a global perspective.
place, even by the end of a career. Unless
good corporate citizens, positively partici-
In this third stage, therefore, both the
working hours are reduced, private life
pating in their host communities.
supplier and the customer must start think-
cannot be enriched. Business enterprise
Needless to say, there are bound to arise
ing about the social and public aspects of
should pay greater attention to its employ-
confrontations, competition and opposi-
our transactions and reassess our pursuit of
ees as members of their communities, and
tion. But the basic concept underlying sym-
private interests. The consumer must ab-
to volunteer in community-oriented activi-
biosis is that these entities can cooperate,
stain from demanding excessive services of
ties.
even while competing, rather than reduc-
the supplier. The supplier, on his part,
The third kind of symbiosis is between
ing the relationship to a struggle of the
must acquiesce to some sacrifices for the
the business enterprise and the world. Ja-
stronger against the weaker.
benefit of society.
pan is now number one in both the amount
The second type of symbiosis lies be-
and balance of Overseas Development As-
KATSUHIRO UTADA
tween the business enterprise and individu-
sistance (ODA). Its direct investment
is vice chairman of Keizai Koho Center
als. Outside of their workplaces, entrepre-
overseas is also rapidly growing. Yet, Ja-
honorary chairman of Ajinomoto Co., Inc.
neurs and salaried persons are indepen-
pan still experiences all sorts of friction and
and vice chairman of KEIDANREN.
JAPAN UPDATE/DECEMBER 1991
5
INTERVIEW
K
UNO: Let's start with your as-
sessment of the economic situa-
tion among the Association of Southeast
MALAYSIA
Asian nations.
SOPIEE: One of the very interesting
trends in the last four years is the emer-
LOOKS EAST
gence of the four ASEAN tigers. If you
look at the last 30 years, it's quite clear that
Japan's economic performance has been
Dr. Noordin Sopiee
remarkable as a developed country, but
the fastest growing economies have been
tackles the Asian market controversy
Northeast Asia's "dragons"-South Ko-
in a talk with Katsura Kuno
rea, Taiwan and Hong Kong.
But recently, there has been a significant
shift. If it can be argued that the 1980s was
the era of the Northeast Asian dragons,
then I predict the 1990s will be called the
era of the ASEAN "tigers." The sole
bright spot in ASEAN used to be just a
single economy-Singapore. But the tigers
became three, with the addition of
Dr. NOORDIN SOPIEE,
Director general of Malaysia's Institute of Strategic and
International Studies, editor of Regional Cooperation
in the Pacific Era (1989), and former editor in chief of
The New Straits Times Press.
Thailand and Malaysia, and now we're see-
tunate. We must make sure that the United
ting this trade going.
ing a strong and vigorous performance by
States is fully engaged, not only in Western
Compare that with the European Com-
Indonesia. Brunei seems to coming along,
Europe, Eastern Europe, the Middle East,
munity beginning from the Treaty of Rome
but, of course, this progress depends on
but also in East Asia because we are the
in '57. Since then, intra-EC trade has
the price of oil. Even the Philippines is
most dynamic part of the world.
grown from 30 percent to 58 percent after
slowly making a recovery. But what we're
Fortunately for us, Japan is very much
tremendous integration efforts. But we in
also seeing is a remarkable situation where
involved in East Asia, and we have seen
East Asia have achieved 41 percent with-
the ASEAN tigers are now outrunning the
the evolution of an East Asian community.
out any government intervention.
Northeast Asian dragons and can be ex-
When you look at economic history, it is
In terms of investment, more than 60
pected to continue to do so.
quite clear that East Asia is one part of the
percent of all investments in ASEAN
KUNO: The world is, at the moment, over-
world where there has been very little gov-
countries comes from East Asia-not only
whelmed by the developments in Europe,
ernment effort at cooperation. And yet,
Japan, but Thailand, South Korea, Singa-
when as a matter of fact, Southeast Asia
the region, on its own, has been inte-
pore-so we're seeing that East Asia is
deserves more attention.
grated very fast.
integrating without effort.
SOPIEE: Of course, that's music to the
In terms of trade, from a much
Europe 1992 is
ears of somebody from Southeast Asia, es-
lower level, today more than 41
not going to cre-
pecially from ASEAN. You have an
percent of East Asian trade is
ate a new "Era
America that is diverted toward Europe
among ourselves. This is despite
of Europe."
and the Middle East and has no time for
the fact that no governmental
It's still go-
Asia and for East Asia. This is very unfor-
effort has been put into get-
ing to be
KATSURAKUNO
Editor in chief
JAPAN UPDATE.
the "Era of Asia and the Pacific. So, some
told different things, that this would split
can meet in a consultative forum and we
people say "let's get involved to try and
the Pacific right down the middle. I think
can contribute. And the Americans one
make sure that the economies of East Asia
all these fears are completely unjustified.
day will sit back and wonder why they were
develop in such a way as to be the most
Japan is not a rapacious tiger that is going
so worried.
productive for all the countries involved-
to come and eat us up. We can run; we
This does not, and will not, damage Ja-
that we have the most productive system of
know how to handle ourselves. And this is
pan-U.S. relations, which remain critical
interdependence possible." That is the
not going to divide the Pacific, especially if
not only for Japan, not only for the U.S.,
idea of Asian economic cooperation.
we keep our commitment to the Asia Pacif-
but for all of us in Asia. It's not going to
KUNO: We hear a lot of comment, both
ic Economic Cooperation ministerial con-
damage anything or anybody.
positive and negative, about Malaysian
ference (APEC) and-the APEC and the
KUNO: What relationships do you see
Prime Minister Mahathir bin Mohamad's
Pacific processes working together.
ahead between East Asia and the other
proposals for the East Asian Economic
A lot of people may share this negative
major centers of economic activity, West-
Group and his "Look East" policy.
perception but not really because of the
ern Europe and North America?
A
designs of the architects. Instead these
SOPIEE: There's a good scenario and a
roseisarose
bad scenario. I attended a meeting where
SOPIEE: The minute Malaysia announced
Professor Chalmers Johnson from the Uni-
the proposal, Rafidah Aziz, the Malaysian
versity of California said that the world will
minister of International Trade and Indus-
either break up into two groups or three
try was sent to Singapore. Singapore re-
groups. He believes there will be managed
sponded, "We reject it, it's not a good
trade-no free trade, no fair trade-only
idea." But after she talked it over, by the
managed trade.
end of her visit, Singapore came out in full
This is the worst-case scenario, but there
100-percent support. This is a story, I
are people who believe it has already hap-
think, of misunderstanding the idea. It is
pened. It has not happened, and we must
very fortunate that now it has been slowly
create a coalition in the world to prevent
accepted, and the concept has evolved with
this from happening. This is why East Asia
all the ASEAN countries putting in their
is very important, because all the countries
own ideas.
of East Asia including China need an open
Now it is called a different name. Instead
global trading system. None of us can live
of "East Asian Economic Group," it is
with managed trade because we cannot
called the East Asian Economic Caucus.
manage trade. If you have managed trade,
What is beautiful about this is that not only
it's the managers who are going to do the
has the idea been evolved by ASEAN, the
managing; we are not going to do the man-
idea of an East Asian caucus actually origi-
DR. NOORDIN SOPIEE
aging; we cannot afford that. We must
nated in Indonesia. And in the recent
have free trade, we must have fair trade,
ASEAN economic ministers' meeting,
fears reflect their own defensive psycholo-
and we must have an open, global system.
there was full agreement to support the
gy rather than the positive intentions of the
So we must create a coalition of forces not
East Asian Economic Caucus.
makers of the East Asian Economic Coop-
only in East Asia, but linking up with the
So now all the ASEAN countries are
eration concept.
rest of the world to work for this and fight
aboard, everybody is supportive, and we
We want the caucus to be an open re-
for this principle.
can now bring it before the ASEAN sum-
gionalism; we want it GATT consistent; we
mit in Singapore in January. Prime Minis-
want it to be open to the world; we want it
N.
import fears
ter Mahathir has said the name is not the
to be egalitarian; we don't want it closed
KUNO: I've heard it said that in the
important issue; a rose by any other name
and discriminatory against anyone; we
ASEAN model, there is a parallel input of
would smell as sweet.
want investment to grow; we want cooper-
manufactured goods alongside industrial
KUNO: To some people it doesn't seem
ation in all the various fields; we do not
development. This trend stands in contrast
very sweet. Americans in particular.
want to damage APEC. We say it must be
to many other countries, where the borders
SOPIEE: Americans are overly concerned.
APEC-consistent; we want it to strengthen
are closed to foreign manufactured goods,
They have told us that in this sort of organi-
ASEAN.
and industrial development is protected
zation, Japan will eat you up. And we say,
These are the principles and these are
within a closed space. But in Malaysia,
"Well, we're not that easy to eat up and not
sincerely what we want. But I think that
Thailand or Singapore, industrial growth
that easy to digest."
with Japan, China, Taiwan, Hong Kong,
has progressed rapidly even with their
At the same time, other countries are
the ASEAN countries and Vietnam, we
practice of open markets.
8 JAPAN UPDATE/DECEMBER 1991
SOPIEE: In this, we have no choice. Even
are ahead. I think Korea, Taiwan and
tion and partnership with Japan. Foreign
Indonesia's large population, when calcu-
Hong Kong have damaged their natural
investment is critical, and we would like to
lated in terms of purchasing power, is
environments. Thailand is now doing the
walk, maybe like a shy lady, hand-in-hand
small. We have no choice but to rely on
same. So fortunately for us, we are trailing
with Japan. But this wish depends entirely
marketing to the rest of the world. The
two steps, three steps behind.
on Japan. We certainly hope Japan will
entire globe must be our marketplace.
KUNO: A good marathon runner always
agree to accompanying us on this journey.
Recently, the ASEAN economic minis-
runs in second place, letting the leader
KUNO: So far, then, how much have the
ters decided that we must establish an
overcome the air resistance, and then on
Japanese shown their interest in Malaysia?
ASEAN free-trade area, and they have set
the last lap, he darts ahead.
SOPIEE: This year, Japan is the number
a target of 15 years to create it. The fact
SOPIEE: We are committed to growth as a
one investor in Malaysia. Last year and the
and the reality are that we will achieve this
long marathon, and not as a hundred-me-
previous year, Taiwanese investment was
goal, and, in my opinion, in less than 15
ter dash. Ten seconds in a hundred meters
the largest. So we're not seeing a situation
years. We have moved strongly toward a
can't be equated with a growth rate, nor
in which Japan holds the monopoly in the
free-trade area not because of our love of
can a thousand meters. This is a marathon,
investment field. But we do believe Japan
ASEAN, but because all the countries, ex-
is in it for the long run and will be investing
cept the Philippines, have decided to cut
with us for a long time. Figures provided by
tariffs in their own interest. The tariff cuts
the Keidanren indicate that investments in
have been in our national interests because
Malaysia and ASEAN as a whole are ex-
that's the way to make our industries stron-
tremely profitable.
ger and more competitive. Thus, we are
As everybody should be, we are worried
positioned to achieve free trade much
about the global credit crunch. But we
faster than anybody believes.
think that in a situation where there is a
KUNO: Malaysia seems like a peaceful,
shortage of financial funds, there will be a
well-managed and modern society with a
flight to quality. And we think that the
balanced economy.
ASEAN countries are quality investment
M
areas. So we're not worried that the Japa-
easured growth rate
nese will go away. What is important and
SOPIEE: Malaysia has grown in the past
interesting is that we want more value-
two decades by average of 6.9 percent.
added, high-technology, capital-intensive
That rate is not as good as the 11.1 percent
investments. We are not seeking the low
registered by Japan in the '60s. That was an
end of labor-intensive or low-value added
income-doubling campaign. I don't think
investments. And it seems that is the gen-
anybody in the world can equal that rate.
eral direction most Japanese investors are
But 6.9 percent is still a respectable figure.
KATSURA KUNO
heading toward.
Our objective now is to grow by 7.1 per-
KUNO: The strong presence of Taiwan
cent annually over the next five years.
so our objective is to grow by about 7.1
raises the issue of Malaysia's relationship
Oddly, I don't think we will achieve this
percent on average for the next 30 years.
with China.
goal because we will probably grow faster.
KUNO: That's the income doubling plan?
SOPIEE: Japan's realistic and principled
Last year we achieved 10.1 percent real
SOPIEE: Yes, our national plan is to main-
policy on China, which is also supported by
growth. This year, we will likely attain 8.9
tain a 7.1 percent growth rate, so when
President George Bush, is absolutely cor-
percent, but even this is too fast. In subse-
compounded, average income is doubled
rect. If we want to democratize China, the
quent years, we can expect more of the
every 10 years.
way to do it is by developing China's econ-
same, around 8 percent. This quick growth
KUNO: And after 30 years, you will have
omy. And democracy will surely come.
is not healthy for the economy. As it will
passed most countries in the world.
But imposing an external will on China
tend to overheat, we are making every ef-
SOPIEE: No, after three decades we will
will simply not work. We expect China to
fort to slow down the economy, keeping in
achieve a standard of living just slightly
perform remarkably in economic terms.
mind all the social factors, including the
better than the United States has today.
Indeed, China should take off like an eco-
environment. Fortunately, Malaysia has
This is in terms of purchasing power, rath-
nomic rocket in the '90s.
been developing one step behind Thailand
er than total money supply. Right now, the
ASEAN, Japan and other nations must
and two or three steps behind Japan.
U.S. has about four times our purchasing
find a way of fully engaging China so that it
As in the case of flying geese, being be-
power, and Japan possesses only 70 per-
becomes a full member of the East Asian
hind is not such a bad thing, as we can
cent of that of the United States.
community, so that we all live in one vil-
avoid some of the mistakes of those who
But we cannot do it without full coopera-
lage-a peaceful and prosperous village.
JAPAN UPDATE/DECEMBER 1991
9
REMEMBRANCE AND REGRET
Older and wiser now, former. Japanese pilots look back
on a fateful day 50 years ago
ROSS LAVER
T
wenty-one years ago, Tokuji Ii-
an event "which will live in infamy." But,
dispute peacefully. He also says that they
tsuka decided to arrange a short
others offer up their recollections willingly,
were instructed not to begin bombing the
visit to Hawaii on his way back to Japan
perhaps in the hope that an honest and
U.S. fleet before 7:30 a.m. local time on
from a business meeting in San Francisco.
forthright exchange with Japan's former
Sunday, December 7, to allow Japanese
A construction company executive who
enemies will help to heal the wounds that
diplomats in Washington time to deliver a
lives near Tokyo, he did what millions of
still fester half a century later.
formal declaration of war to the U.S. gov-
Japanese tourists like to do when they visit
One such veteran is Takeshi Maeda.
ernment.
the sun-soaked Pacific resort-he played a
When I visited Maeda one rainy evening
As it happened, the first Japanese planes
round of golf, did some sightseeing and
recently at his home in Yoga, a prosperous
appeared over Oahu at 7:55 in the morn-
purchased a few souvenirs.
suburb of Tokyo, he immediately ushered
ing. "One by one, our aircrafts swooped
But there was also a more serious side to
me into his living room and pointed to a
down over the mountains toward our tar-
Iitsuka's Hawaiian stopover. As a former
large, black-and-white photograph hang-
gets," Maeda recalled. "As I began my
Japanese Imperial Navy pilot who took
ing on the wall above the sofa. Taken in the
descent, the early morning sun was shining
part in the 1941 surprise attack on Pearl
fall of 1941, it shows Maeda in his pilot's
in my eyes. All I could see was the shadowy
Harbor, he was anxious to pay a visit to the
gear, complete with leather jacket and hel-
outlines of the ships in the harbor. But I
USS Arizona Memorial, a museum dedi-
met. Behind him is the plane he flew at
remember being surprised to see so many
cated to the 1,102 U.S. Navy men who died
Pearl Harbor, a torpedo bomber that car-
boats anchored so closely together. I
when the battleship's deck was struck by an
ried a crew of three and a single, cigar-
thought to myself, "The Americans were
armor-piercing Japanese bomb. Now 71,
shaped 800-kilogram missile.
careless. They have made it easy for us to
Iitsuka still remembers the sense of shame
"I volunteered for the navy in 1938, as
attack.' Moments later, Maeda fired a
and regret he felt on that day in 1970 as he
soon as I finished high school," Maeda re-
torpedo that struck the U.S. battleship
walked through a gallery displaying grainy,
called. "As a young man, I had always
West Virginia.
black-and-white photographs taken at the
loved airplanes. So you can imagine how
It was only after the war, Maeda said,
time of the attack.
happy I was when I was allowed to enter
that he learned that the staff of the Japa-
"I couldn't even bring myself to look at
the pilots' training program-out of 1,000
nese Embassy in Washington had been, as
the pictures of the Arizona because I felt so
applicants, only 250 were accepted."
he put it, "too stupid or lazy" to deliver
sorry for the men who served on that boat
Three years later, Maeda and 71 other
Japan's declaration of war. "As profes-
and who were killed during our attack," he
pilots were among 2,000 men assigned to
sional pilots, we never dreamed that we
said over a cup of coffee one morning re-
the aircraft carrier Kaga when the ship's
would be taking part in a sneak attack," he
cently. Iitsuka has vacationed in Hawaii
crew received orders to sail from the south
added. "I don't personally believe that I
twice since that visit 21 years ago-but
coast of Kyushu to Etorofu Island, north-
did anything wrong, but I feel that I should
both times, he says, he stayed well away
east of Hokkaido. When they arrived, they
apologize to the American people."
from the memorial. "I felt so bad when I
were told that their mission was to attack
Another former pilot who is anxious for
was there that I have never wanted to go
and destroy the U.S. Pacific Fleet at Pearl
reconciliation is Zenji Abe. Now 75, Abe
back."
Harbor.
graduated from the elite Japanese Imperial
This fall, as U.S. veterans prepare to
"There wasn't a person on that ship who
Naval Academy in 1933. He was a senior
commemorate the 50th anniversary of the
wasn't excited," Maeda said. "Of course,
lieutenant and squadron leader at Pearl
Pearl Harbor attack, Iitsuka and many of
we were very anxious about attacking a
Harbor and flew a dive-bomber that
the other surviving Japanese airmen who
country that was so powerful, but we were
dropped a 250-kilogram bomb on the USS
participated in the raid were once again
young and impressionable. Our feeling was
Arizona.
forced to wrestle with their memories of
just, 'Let's do it.'
After the war, Abe spent 15 months in a
that Sunday morning in December, 1941.
Even so, Maeda and his fellow airmen
U.S. military prison in Guam. He later
Some, understandably, would just as soon
were told that their mission could be called
joined the Japanese Air Defense Force
not talk about their role in what then-U.S.
off at any time if U.S. and Japanese negoti-
and, in 1953, served as a liaison officer at
President Franklin Roosevelt described as
ators managed to resolve their countries'
an air force base in Fort Benning, Ga.
10 JAPAN UPDATE/DECEMBER 1991
Fresh out of school, Takeshi Maeda piloted this torpedo bomber in the Pearl Harbor attack.
Since then, he has met several American
ceived a visit from an American who was a
ganization had no intention of sanctioning
survivors of Pearl Harbor. During a visit to
sailor in World War II. He told me that the
the Atlanta meeting. He insisted that "99.9
Texas last May, one of the U.S. veterans
Americans used to believe that all Japa-
percent" of the PHSA's members were op-
even took Abe flying in a plane similar to
nese people wore glasses and could only
posed to the meeting, adding: "I believe
the one he flew 50 years ago, a restored
afford paper airplanes."
your timing in this is all wrong."
Japanese fighter aircraft that was used in
Much has changed in the past 50 years,
Maeda, who had already decided for
the 1970 movie, "Tora, Tora, Tora."
but Abe knows as well as anyone that many
health reasons not to go to Atlanta, was
Although Abe praises the Americans he
Americans remain deeply bitter about the
not surprised when the meeting was
has met, he.says that his knowledge of the
surprise attack on Pearl Harbor. Last
abruptly cancelled. "It's natural that there
United States in 1941 was virtually non-ex-
spring, he received an invitation to attend a
is still an anti-Japan mood among some
istent. "I really didn't know much about
meeting of the Atlanta chapter of the Pearl
Americans," he said. "Anyway, it has
the U.S. at that time, except that it was a
Harbor Survivors Association. Abe ac-
been 50 years since the attack. Why don't
young country and that its people had
cepted and drafted a statement, expressing
we wash away our bad memories and con-
come from all over the world," he said
his regret that the two countries had gone
centrate on the future?" Judging by this
during an interview in his apartment near
to war "because their leaders could not
unfortunate experience in Atlanta, that's
Tokyo. "As far as we were concerned, that
sufficiently understand their respective po-
not likely to happen for some time yet.
meant that the Americans had no sense of
sitions."
national pride and no fighting spirit."
The planned reconciliation never took
ROSS LAVER
By the same token, Abe added, he
place. In a letter to the event's organizers
is business editor of
doubts whether the Americans at that time
last August, the national president of the
MACLEAN'S magazine in Canada,
knew much about Japan. "Recently, I re-
PHSA, Gerald Glaubitz, said that the or-
a weekly published in Toronto.
JAPAN UPDATE/DECEMBER 1991
11
FRENCH TRADITION,
JAPANESE METHOD
EIICHI TAKAHASHI
Staff writer, JAPAN UPDATE
A
mong the many wine concourses
the entire Asian region.
ace in Kyoto. In complicated political and
held around the world, perhaps
As a youth, Tsukamoto never remotely
military maneuvering that has come to be
none is more prestigious than the annual
believed that wine-making would become
known as the Meiji Restoration, the Cho-
Monde Selection sponsored by the Euro-
his life work. Born into a diplomat's family
shu army gained the upper hand with the
pean Community. Every year since 1966,
in 1931, his childhood was spent on the trail
accession of Emperor Komei's successor.
wine-makers from all over the world enter
of his father's overseas assignments-in
With this reversal of fortunes, Furiya
their best wines for evaluation by judges
Sumatra, then part of the Dutch East In-
was purged from public service but took a
designated by the Office International de
dies, and San Francisco. Later, he studied
novel form of retreat from political life.
la Vigne et du Vin (OIV). The Monde
economics, with an academic career as his
Endowed with an enterprising spirit, he
Selection may be called the "Olympics of
started making wine in what is now Ya-
Wine." To win such a prize is the highest
manashi Prefecture in 1885. Though de-
honor for any vintner.
tails are unknown, he was undoubtedly one
In its second annual competition, in
of the pioneers of wine-making in Japan.
1967, the surprise winner was a wine-mak-
Despite their tradition of sake brewing,
er from a most unlikely country, better
the Japanese were not entirely unfamiliar
known for its rice than its grapes. Since
with grape-based wines. After Perry's ar-
then, for 25 consecutive years, Toshihiko
rival, Western missionaries and merchants
Tsukamoto has won the Grand Prix.
imported European wines. Even earlier in
For even a great estate vineyard in the
the wake of Francis Xavier's landing at
homeland of wine, France, such an
Satsuma, the Portuguese introduced their
achievement would be remarkable, in-
ruby red ports as a sacramental wine. The
deed, nothing less than incredible. Thus,
rare intoxicant quickly became a status
the French readily admit that never has
symbol for powerful warlords, but the sup-
there been a vintner like Tsukamoto, nor is
ply of European-style wine was drastically
the world likely to see another.
reduced with sakoku, the Tokugawa sho-
Not surprisingly then, Tsukamoto has
gunate's policy of banning trade. In the
been enrolled in the Commanderie du
Toshihiko Tsukamoto
late 19th century, Kagoshima-born Kanae
Bontemps, the fraternity of Bordeaux vint-
Nagasawa began producing premium
ners. Its exclusive membership counts
goal. Nothing thus far would indicate any
wines at his Fountaingrove estate in North-
those who have made distinguished contri-
interest in pressing grapes.
ern California's wine country, but Prohibi-
butions in the field of wine-making. Only
His only childhood memory of wine, he
tion eventually ended the business.
three Japanese have ever received this
recalls, is that his mother would give him a
Tsukamoto came into his inheritance by
honor: Tsukamoto, Keizo Saji, chairman
cup of wine mixed with hot water and sugar
default. Tokugi's second son Komano-
of Suntory Ltd., and Tadao Suzuki, presi-
whenever he came down with a cold.
suke, Tsukamoto's grandfather, continued
dent of Mercian Corporation, the latter
But then in 1957, his calling came to him
his pioneering father's pursuit of enology.
two for their role in importing French wine
like a bolt from the blue. The death of his
Upon his death, his sole surviving son was
to Japan's market.
maternal grandfather shocked him into the
already a professor at a university and had
Tsukamoto, however, was rewarded for
realization that he was the scion of a great
no intention of continuing the family busi-
his enological skills. The Commanderie es-
family. The Furiya family had descended
ness. After a family council, Tsukamoto
pecially noted his success in producing
from court nobility, a lineage of more than
was chosen for the business.
high-grade Bordeaux varietals in Japan,
900 years. His great-grandfather, Tokugi
But the business was on the verge of
the creation of a prize-winning joint ven-
Furiya, had won military glory as a loyalist
collapse. Ignoring his relatives' pressures
ture with Chinese wineries, and his ap-
of the Emperor Komei, crushing the Cho-
to earn more money, he concentrated on
pointment as the only official OIV judge in
shu army at the gates of the Imperial Pal-
learning the vintner's craft.
12 JAPAN UPDATE/DECEMBER 1991
The novice wine-maker frequented the
Institute of Physical and Chemical Re-
search, the foremost center for fermenta-
tion and enzyme research. Impressed by
concepts of quality control introduced dur-
ing the Allied Occupation, he measured
changes in the sugar content and acidity of
his grape mash and studied the effects of
temperature. Despite his chronic shortage
of funds, he bought expensive premium
wines to study their characteristics and an-
alyze their tastes for the purpose of statis-
tics. Later, he visited M. A. Amerine, a
chemistry professor at the University of
Southern California, to acquire the most
advanced zymologic technology. After
many attempts, he finally separated out his
Chateau Lumiere's well-tended vineyard in Yamanashi Prefecture is the starting point for an extraordinary wine.
ideal yeast strain in 1960.
Cuttings of the best varieties-Cabernet
petual dilemma. At higher temperatures,
about the wine-making process, attainable
Sauvignon, Cabernet Franc, and Cabernet
yeast reproduces more quickly, but so do
only after years of experience.
Merlot from Chateau Margaux of Bor-
the unwanted bacteria that speed up oxida-
His advice to newcomers to the vintner's
deaux-were introduced, selected and
tion and deteriorate the flavor. But at low-
craft: "Do the commonplace perfectly; in-
adapted at his vineyard in Yamanashi.
er temperatures, the yeast become inac-
complete work is sure to fail," and "Micro-
"What anyone else would take 30 years to
tive, and fermentation halts.
organisms never tell a lie."
learn, I had to do in five," he recalled.
Enter the traditional process of brewing
Tsukamoto's label is called "Chateau
His grapes are carefully cultivated on
sake. Japanese sake has long been
Lumiere," after the French word for
well-ventilated latticework in his vineyard.
fermented at approximately 10 C. Now, it
"light." The name is inspired by "St. Jo-
The annual harvest amounts to about 4
becomes clear why Tsukamoto is the
seph the Carpenter," a masterpiece of
tons per hectare, a low yield compared
Grand Prix winner for the past quarter of a
Georges de Latour (1593-1652), known as
with 10 tons for Japanese table grapes and
century.
the "Painter of Light."
some 18 tons in France (except for extra-
Applying the cool, slow method of mas-
Yet with consummate modesty, he pre-
grade varieties whose yield is only 6 tons
ter sake brewers, he succeeded in ferment-
fers to keep his own achievements in ob-
per hectare). What the harvest lacks in
ing his wine at an astonishing 6 C. He dis-
scurity. "With the exception of natural
bulk, it more than compensates in sweet-
closed his findings to the public, but no one
conditions afforded by God, I've done all
ness and flavor.
would believe the validity of the method
that I could do," he sighs.
But viniculture alone would have
for some time. In France, however, Profes-
"But, my work still has a long way to go
amounted to an economic disaster without
sor Denis Dubourdieu faithfully followed
to catch up with such superfine wines as
his ingenuity and expertise. The secret, he
the instructions with perfect results. To-
Chateau Lafite, Chateau Margaux, and
says, lies in cooler fermentation tempera-
day, low-temperature fermentation is the
Chateau Latour. If some day I can make
tures. Traditionally, the common sense
industry standard.
something comparable in quality to any of
among wine-makers was that the grape
Yet Tsukamoto asserts the optimum fer-
those wines, I won't mind that I die. This
mash could not be fermented any lower
mentation temperature cannot be ex-
goal keeps me working with hope."
than 16 degrees Celsius.
pressed by any mathematical formula or in
As he expressed this vision, his eyes
Makers of white wine, thus, faced a per-
any words: There is something intuitive
sparkled with a fleeting fleck of light.
JAPAN UPDATE/DECEMBER 1991
13
AMERICAN KNOW-HOW
AND THE MIRACLE
Part III
Quality control comes to Japan
and stays
SEIYA IKARI
B
etween 1954 and 1958, over
regardless of differences in their education
expert, came to Japan to hold seminars on
2,000 Japanese businessmen par-
or experience. Workers with the same job
QC, marking the beginning of the promi-
ticipated in study visits to the United States
could then be paid the same wages, irre-
nence of QC in the national business cul-
on programs sponsored by the Japan Pro-
spective of education or age. This simple
ture. Quality control has taken deep root
ductivity Center.
and fair system is necessary to manage a
in Japanese enterprises as a means to im-
"All were frontline managers who pro-
workforce from different racial, linguistic
prove product quality, but it has been
ceeded to apply the new theories and tech-
and educational backgrounds in a country
backed by uniquely Japanese techniques.
niques they learned to their own situa-
like the United States.
One such Japanese technique was the
tions," recalls Juhei Sugaya, a retired cor-
But Japanese society provided different
establishment in 1951 of the Deming Prize
porate manager. "Without this training,
social conditions, especially its homogene-
by the Union of Japanese Scientists and
the rapid modernization of Japanese man-
ity in regard to race and language. In
Engineers. This organization served as a
agement through the application of Ameri-
white-collar jobs, the Japanese decision-
center to promote quality control in Japan,
can management theories and techniques
making and responsibility are assigned and
and the prize was intended to promote
would have been impossible."
conducted on the basis of "group efficien-
competition among corporations through
These managers belonged to a new gen-
cy," under which each member has no spe-
the reputation enhancement that would
eration that replace the older managers
cific job description but seeks to help other
ensue from receiving such a prestigious
who had been banished from the business
members with common tasks.
award. Forty years after the establishment
world by the Allied Occupation authorities
Understandably, then, American man-
of the Deming Prize, Japanese companies
for their wartime cooperation with the mil-
agement techniques did not take root in
are still making all-out efforts to win this
itarist government. These younger manag-
fields where human factors were particu-
coveted honor.
ers put their trust in scientific, rational
larly important. For example, the wage
Another, and more important, factor
modes of thought and were resistant to the
system based on job description gained lit-
leading QC to flourish in Japan was that it
spiritualism that had prevailed in wartime
tle acceptance in Japan. Instead, wages are
was made into a self-motivated movement
Japan. They, therefore, readily accepted
generally set according to age and educa-
among job-site groups. Instead of guidance
American management techniques.
tion, plus a certain degree of consideration
by an expert QC staff that points out fail-
Yet, it was not always easy for these
for personal capabilities.
ures and advises on quality improvements,
management methods to take root in Ja-
On the other hand, Japanese enterprises
tens and hundreds of "QC circles" were
pan, since they were developed in a coun-
readily accepted statistical and quantita-
born at job sites all across individual corpo-
try with totally different cultural assump-
tive techniques, such as those related to
rations. Groups of approximately ten
tions. Some of the introduced techniques
marketing, industrial engineering and the
members constituting a job site became
gradually faded away, while others were
introduction of computers.
responsible for organizing themselves to
slowly transformed to suit the Japanese
Among the statistical techniques applied
improve product quality. Meetings of such
corporate culture.
by professional experts, quality control
QC circles were held with the participation
The starting point under the new system
(QC) has achieved results in Japan totally
of all job-site members, irrespective of su-
was to standardize human labor, that is, to
different from those in the United States.
pervisory instructions, in order to discover
rationalize and objectify manufacturing
Quality control originated as a method
problems impeding QC improvement in
processes and organizational structures.
to eliminate the occurrence of product fail-
their area and to discuss ways to resolve
Jobs, for example, are standardized so that
ures through statistical analysis. In 1950,
them. QC circles were created not only in
two workers could achieve the same result,
Dr. W. E. Deming, an American statistics
manufacturing industries, but also in ser-
14 JAPAN UPDATE/DECEMBER 1991
****
-
income
-
31/4-22
3Y(4S)
.......
11667726
TOTING
W.W.
see
A quality circle at Japan Metals & Chemicals Co., Ltd., Takaoka plant. PHOTO COURTESY OF QC CIRCLE MAGAZINE
vice industries including banks, insurance
There are other similar examples of Japa-
method came to be "authorized" and re-
companies, and department stores. In 1961
nese business practices gaining favorable
evaluated only after being filtered through
the Asahi Shimbun reported that a total of
recognition.
American management techniques.
approximately 118,000 QC circles existed,
The decentralization of large Japanese
While Japanese industries continued to
with over a million participants.
corporations received high marks from Pe-
grow stronger throughout the 1970s and
Japanese corporations made it a rule to
ter F. Drucker in his book The Practice of
1980s, their American counterparts grew
hold an annual all-company meeting to an-
Management. These practices were later
relatively weaker. The confidence of Japa-
nounce the achievements of individual QC
re-introduced from the U.S. as decentral-
nese businesses in their own ways of man-
circles, where the best-performing circle
ized business divisions in the 1967 Japanese
agement grew stronger to the degree that
was recognized with an award by the presi-
translation of Alfred Sloan Jr.'s book My
some have asserted, "There is nothing
dent. Then each company would apply as a
Years with General Motors. an account of
more to learn from America.' The need to
candidate for the Deming Prize. Thus the
his years as GM's president.
reflect oneself in the American "mirror" is
American technique of scientific quality
In those days Japanese corporations
no longer felt by Japanese enterprises.
control was successfully turned into a tool
were rapidly expanding in scale. They de-
But is it really true? At least in one ar-
to improve productivity in Japan by adopt-
cided to decentralize by adopting division-
ea-globalization-American businesses
ing the form of universal employee partici-
al systems as recommended by these
are still many steps ahead of Japanese cor-
pation in corporate management.
books. A great deal of interest was also
porations, many of which have only recent-
Japanese management practices such as
focused on Matsushita Electric Industrial
ly set up operations abroad. Maybe there is
lifetime commitment and paternalism were
Company, whose corporate organization
yet more for Japanese managers to learn.
first noted by James Abegglen, and later
had been under a divisional system since
came to be evaluated by other American
before the war. It is perhaps ironic that a
SEIYA IKARI
scholars as a major source of Japanese eco-
conventional Japanese management tech-
is editor in chief of the monthly MANAGEMENT
nomic strength. This recognition in turn
nique was regarded as modern since it also
TODAY and has served as an editor with the
encouraged Japanese self-confidence.
existed in the United States. Matsushita's
Diamond Publishing Co.
JAPAN UPDATE/DECEMBER 1991
15
MEDIA
PERILS
OF
TRANSLATION
Nuance and meaning can get lost in the process
CHIEKO MULHERN
T
he art of translating has much in
thoughts through the use of such mental
though she predates James Joyce by some
common with reverse engineer-
words as "she felt" and "he thought." In
900 years in the consummate use of un-
ing. The method is the same: to take a
translating The Tale of Genji in the 1930s,
marked monologue and the stream-of-con-
product and dismantle it into its compo-
Arthur Waley found it necessary to convert
sciousness technique.
nents. The difference, however, seems to
Lady Murasaki's interior monologue into
More regrettably, most translators and
rest in the outcome. After putting the piec-
the familiar convention of psycho-narra-
Western editors still tend to favor the ex-
es back together, reverse engineering can
tion, as in the following passage:
clusive or uniform use of the psycho-narra-
accomplish an improvement of the original
"Though it was now a long time since he
tion mode that, admittedly, makes for an
product-but can translation make the
had communicated with (Lady) Rokujo
easier time for the contemporary reading
same claim?
and he knew that she must be deeply of-
public, but this expediency is often respon-
Anyone with bilingual ability who has
fended, he felt that no kind of intimacy with
sible for taking the sparkle out of Japanese
used translations as classroom texts cannot
her would ever again be possible." (I,
novels and making their style appear quite
fail to notice that a translation sometimes
5.108; italics are mine.)
monotonous, lackluster and quaint.
conveys messages exactly opposite to those
The original version is much shorter and
We are much like Hamlet, never really
intended by the original work, or it may
simpler with no personal pronouns or
resolving the question: To be or not to
read like a different story entirely.
words referring to a mental action: "It was
be-literal or readable, as the case may be.
Nowadays, glaring cases of mistransla-
embarrassing to have remained out of
That is the dilemma every translator faces.
tion seldom occur due to innocent errors as
touch for so long, but how would it feel to
In the process of turning Japanese fiction
in the past. Instead they often result from
have a close encounter again?"
into English, the translator actually plays
cultural factors, some beyond the transla-
Murasaki's passage is not the narrator's
the multiple roles of critical reader, cultur-
tor's control.
impersonal description of Genji's mental
al interpreter and author of a literary work
Perhaps the most serious or ironic of
state but obviously the prince's own inner
that is sometimes called upon to stand on
them all is the problem of historical limita-
monologue concerning the shock of having
its own, merit.
tion. A time lag exists between the East
seen the horrendous vision of Lady Roku-
Every word selected among possible
and the West in the evolution of narrative
jo's spirit haunting his wife Aoi. So, if any
synonyms conveys nuances and connota-
techniques. By the early eleventh century,
personal pronoun is to be supplied, it
tions in accord with the translator's own
Japanese women had perfected what to-
should be "I." But Waley was obliged to
value judgments. Serious problems arise
day's critics recognize as the narrated
add five third-person pronouns and two
when the editor does not share the same
monologue. In this mode of storytelling,
words describing the action of his mind,
footing in terms of moral, aesthetic or so-
the narrator voices the thoughts of a fic-
along with a lot of extra words to make
cial values, and maybe not even a com-
tional character without using quotation
sense to the Western readers.
mon-sense frame of reference.
marks or the pronoun "I."
Such a conversion in narrative modes is
To cite a few examples from experience,
In the West, however, the writing mode
not exactly a mistranslation but, as a result,
it took considerable explaining to convince
that has predominated since the 19th cen-
the emotional impact is considerably dilut-
an American copy editor that a shaven
tury is psycho-narration, through which
ed. Thus, Lady Murasaki's narrative skill
male face with a refreshing touch of green-
the narrator describes a character's
passes largely undetected in the West, even
ish hue around the chin could be consid-
16 JAPAN UPDATE/DECEMBER 1991
A thing of beauty, easily misinterpreted
PHOTOS: ABOVE, IREZUMI-SHI ICHIDAI, KANAGAWA SHIMBUN-SHA;
RIGHT, RANSHO: JAPANESE TATTOOING, SHOGAKUKAN
ered "attractive" in Japan-and is not to
his whole soul into it."
tional friction in more ways than one. Aim-
be confused with what Americans call "the
In Tanizaki's original, the woman says in
ing for readability and plausibility seems a
5 o'clock shadow." And in my latest trans-
a grateful acknowledgment, "Master, you
tactically shrewd stance, but at what cost?
lation of a business novel, I had to argue
have been the first to become my fertiliz-
How much Americanization of the content
vehemently to retain technical terms in-
er." The undisguised agricultural term,
and expression can be allowed before a
cluding Toyota's "just-in-time" kanban
which Tanizaki uses more than once, is
work ceases to be useful to foreign readers
system and acronyms for English terms
changed in two existing translations, ren-
as a source of information? In terms of
such as "QC," for quality control, that are
dered instead as a menacing declaration:
realism in verbal expression, is it really
well-known to Japanese businessmen and
"You shall be my first victim."
natural to make Japanese male characters
routinely used in conversation, even
Since even a first-year student of the
utter curse words just as their American
though many American readers may not be
Japanese language could not possibly con-
counterparts do by force of habit?
familiar with these.
fuse "fertilizer" with "victim," this change
Choices become more complicated in
A more difficult adjustment than the dif-
must have been imposed by the editors,
non-verbal communication. I stood my
ferences in aesthetic taste or mundane cus-
unaware of Tanizaki's lifetime literary
ground over a passage describing a compa-
tom is the variance in moral values. When I
theme. As a consequence, Tanizaki's ver-
ny president with arms crossed over his
was asked to evaluate proposals for trans-
sion of the Pygmalion myth is turned into a
chest in deep thought. My copy editor had
lation projects, I came across unflattering
battle of the sexes with an ironic or didactic
wanted to make him stretch his legs in-
descriptions of a young female character
twist, by which the persecuting male ends
stead, for recent theories defined crossed
unwarranted in the original. It came to
up the loser to become persecuted in turn.
arms as a defensive posture of a person
light later that the translator had a negative
Western scholars of women's studies have
with something to hide. If translations con-
view of "office love" between a woman
no way of knowing that, as early as 1910, a
tinue to transpose everything into familiar
clerk and her married superior, and inter-
Japanese male writer might have envi-
contexts, Westerners can hardly learn to
preted her every movement in a love scene
sioned a fertile alliance of the male and the
communicate with the Japanese, and
as embarrassingly ungraceful, rather than
female merging through the nurturing
scholars would not know they are discuss-
recognize that her awkwardness indicated
power of art and beauty.
ing different versions of a story.
inexperience and shyness.
In reviewing the authorized translation
A bad translator may not deserve to be
Perhaps the most conspicuous example
by Frank Baldwin of Shintaro Ishihara's
hanged, as a proverbial author once de-
of moral judgment playing havoc with a
controversial book, The Japan That Can
creed, but the responsibility of the job is
translation occurred with Junichiro Tani-
Say No (Simon & Schuster 1991), Janet
heavier than ever.
zaki's short story "Tattoo." The tale tran-
Goff finds Ishihara justified in his claim
spires in a fictional time when "physical
that "the Japanese need to become more
CHIEKO MULHERN
beauty was the chief aim of life," and beau-
assertive in articulating their views" and
Professor at the University of Illinois, she
ty was equated with power in a mythical
calls attention to "the need for caution
received a PhD in literature from Columbia
Japan. The protagonist, a male tattooer,
with regard to translations" (The Japan
University. Her most recent translation is
engraves a design of a huge "courtesan
Quarterly, July-September 1991).
Shinya Arai's SHOSHAMAN:A TALE OF CORPORATE JAPAN
spider" on a young woman's back "pouring
Indeed, translations can create interna-
(University of California Press).
JAPAN UPDATE/DECEMBER 1991 17
Coming to terms with diversity
NEW
REALITIES
GEORGE FIELDS
A
while back, I discovered that taboo words
struck that so many handicapped persons could go
broadcast by electronic media differ in Japan
about their way in public places in the U.S., until she
and the United States. Before going on air, a Japanese
realized that, in a country that subscribes to the con-
moderator reminds participants in spontaneous dis-
cept of equal opportunity, active participation of the
cussion panels that they can express their views freely
physically handicapped is encouraged; therefore, the
but must be careful not to use certain words. No,
words have few embarrassing connotations.
these are not swear words-there are so few of them
in Japanese anyway, and the average citizen uses
DIVERSITY NO LONGER ABSTRACT
them only on extreme occasions, if ever-so warnings
O
n the other hand, there is greater American
against public utterances are hardly necessary.
sensitivity toward "sexist" or "racist" phrases
In Japan, taboo phrases include mekuraban 0 osu
which are most definitely taboo. From around the
(to blindly affix a seal, that is, agree without really
mid-'80s, the Japanese have rapidly undergone a
examining the document), tsumbo sajiki ni oku (leave
learning process in this respect. Kokusaika, interna-
something in a deaf person's seat, or to keep a person
tionalization, became the buzz word, and Japanese
uninformed), kata chimba na taisho, (a one-legged
corporations started studying the matter in earnest.
treatment, an unbalanced viewpoint), no ga mahishi-
As a result of a speech I gave to Nikkeiren, the
teiru (paralysis of the brain), and so on. In other
Japan Federation of Employers, on the contrast be-
words, it is taboo to refer to any physical defect. Only
tween Japanese and Western styles of personnel man-
when made conscious of the habit, do we realize how
agement, I received an invitation to speak at a manu-
many are in common use.
facturing company in the Nagoya area. This supplier's
On the other hand, to "turn a deaf ear," "have a
main customer had announced its intention to setup a
blind spot," "limp home," "suffer paralysis of the
plant in the U.S. In the long run, the potential loss of
mind," and other such terms are only beginning to be
domestic orders was looming large, so the possibility
perceived as taboo phrases in the English-speaking
of their own excursion into the unknown wilds of the
world, and have been considered inoffensive com-
U.S. was a hot topic in the company.
pared with other sets of banned words that are regard-
Expecting about 30 or so top managers, I was star-
ed as either "sexist" or "racist."
tled to confront a hall filled to capacity-presumably
George Fields is chairman
The clue to the difference in attitudes was offered
from section chief to director-in a sea of identical
& CEO of ASI Market
recently by a young Japanese female commentator
overalls. Although I had planned to highlight my talk
Research, Japan and
during a discussion session for a magazine. One of the
with concepts and values that differed between Japa-
author of FROM BONSAI TO
few women to attend a prestigious post-graduate pro-
nese and American business societies, I started by
LEVI'S and GUCCI ON THE
gram, set-up for the ostensive purpose of training
blurting out remarks that were unscripted.
GINZA. His latest book in
future Japanese political leaders-many in her class
"There are two words that make American manag-
Japanese, TONO TO
were sons of incumbent politicians-this remarkable
ers tremble, but these hardly exist in Japan," I ex-
JYUYAKU (The Lord and
young Japanese woman set her target on working for a
plained.
His Minions) deals with the
U.S. congresswoman, who she had glimpsed on a
" 'Racist' and 'sexist.' Let me illustrate what I
issue of heterogeneity for
television news program. Indeed she did join the rep-
mean. Please look to your left and right. Well, since
the Japanese organization.
resentative's staff in Washington. I raised the issue of
you are Japanese managers, the chances are that you
phrases forbidden by Japanese media in the course of
have known your neighbors as colleagues in the com-
our discussion. She remarked how she was at first
pany for quite some time-probably, at least 10 years.
18 JAPAN UPDATE/DECEMBER 1991
From Samoa to sumo,
Konishiki plays by the
rules and is now one of
the guys, and a big one
at that. Here, he gives a
heave-ho to Takatoriki
in the battle for mastery
of the ring.
KYODO PHOTO
In other words, you have worked together and you
body else's jurisdiction. But not for long, if his compa-
know the company well. In the United States, the
ny is to survive as a global entity.
chances are that quite a number of you will find neigh-
Traditionally, there have been only two ways of
bors who have switched jobs from another company
employing gaijin-the professional baseball model
and will be with you for only a few years. They
and the sumo wrestling style. The former has been the
don't necessarily share with you the same views of the
mainstream preference. The Japanese word suketto is
company."
literally a "helping person," and is applied to Ameri-
Of course, all the listeners were Japanese and
can baseball players hired to boost a Japanese team.
granted the percentage is lower in manufacturing,
More accurately, it means "gun for hire." Kurosawa's
even than in the U.S., there were no female employ-
cinema masterpiece "The Seven Samurai" describes
ees present. I went on to explain that in the U.S., you
the role of a suketto-those brought in for a specific
could also expect a significant proportion of those in
task who will return from whence they came when it is
the next seat to be from a different ethnic background
accomplished.
and for some to be females. In short, none of those
In the sumo world, on the other hand-so long as
present had any experience in dealing with diversity, a
there is absolute conformity to the association's pre-
new skill they would have to learn fast.
scribed values-you can rise strictly on performance,
Since then, females have become a singificant fac-
and there is no discrimination. But only the excep-
tor for graduate recruitment in a society which is aging
tional few can go the distance. A Canadian who as-
more quickly than any other and with its consequent
cended quite rapidly in the lower ranks, abruptly de-
labor shortage. Long outside the infrastructure, wom-
parted, saying that he could not stand the lack of
en bring a different set of values to the corporation.
privacy any longer. What he really meant was that he
This is not a uniquely Japanese phenomenon, al-
could not change his sense of values for the sake of the
though with a later start than in the U.S. and other
group.
countries.
But the entry of foreigners-gaijin - will after all,
HETEROGENEITY
introduce values that are, well, even more alien.
P
rofessional baseball's suketto approach, or the
Though politicians and bureaucrats still seem to be
sumo stables' demand for absolute conformity,
obsessed with preserving internal harmony at all ex-
may work in the world of sports but not in business,
pense, Japanese businesses are being forced to move
where winning out in the competitive struggle de-
from a comfortable homogeneous existence to that of
pends on high employee morale, which in a global
heterogeneity.
context, can best be achieved by coming to terms with
Looking at an annual report, I remarked to a Japa-
diverse values. Since success in these terms will deter-
nese CEO that he will have more gaijin employees
mine the future viability of Japanese enterprise in the
than Japanese, and for an instant, he seemed non-
world context, business pragmatism should prevail,
plussed. Perhaps he only thought of his employees as
and this would not be to the ultimate detriment of
Japanese, and somehow the gaijin were under some-
Japanese society.
JAPAN UPDATE/DECEMBER 1991 19
A
MATTER
OF DIRECTION
The key to change in women's lives
JEAN PEARCE
T
here are times when the simplest
way. A wife's quick trips to the store might
Japan where everyone was dedicated to
of choices or a routine bureau-
provide her only social contact during the
"catching up" after the war.
cratic decision can bring about long-lasting
day.
Women still wear kimono. There are
and often unexpected changes. Today, we
It was an exciting experience for women
times when kimono is the only proper
will consider some of these effects. Our
who previously had been confined to their
choice, like weddings, funerals and gradu-
focus will be on women. Our time will be
houses. At first, there would be a tentative
ations. Observers tend to liken young girl
the immediate postwar years.
exploration of a nearby department store
graduates dressed in brightly colored ki-
As we look at Tokyo today with its im-
or park. Gradually their horizons expand-
mono, giggling and fluttering about, to a
pressive buildings and overhead highways,
ed. Soon they were meeting friends, going
cluster of butterflies, and it is an apt de-
it is hard to realize that most of the city was
shopping, joining in social activities. Now
scription. But when the party's over the
leveled during the war. Fires had devoured
their homes had doors that opened out-
kimono will be carefully folded, encased in
the low wooden dwellings that had once
ward into a new world.
a paper wrapper and put away. Kimono
crowded residential areas. There was a
That new world meant that she could get
are not an option for women who climb
desperate need for housing.
a job. It was not only government encour-
subway stairs, drive cars or work in an
The solution was to build apartments.
agement that put women into the
office.
Large areas were reclaimed and dedicated
workforce. It was also that they were given
Another new addition to Japanese life
to housing complexes. Speed was essential,
a key that allowed them to leave home.
was television. People jammed the side-
and many Western building techniques
At some point of time in those early
walks in front of department stores to
were adopted. A traditional Japanese
days, women began to put away their ki-
watch demonstrations of black and white
house is crafted. There was neither time
mono. Western dress was so convenient,
TV sets. Soon they were buying them. In a
nor space for such workmanship.
especially for women who were accus-
few more years, the goal of the average
Somewhere, in some office, a decision
tomed to spending at least an hour to put
Japanese would be to own the three C's-a
was made to install doors that opened in
on a kimono properly. Nor could kimono
cooler (air conditioner), a car and a color
and out instead of doors that slid from side
be washed in the new washing machines
TV.
to side. These doors had locks.
that most families were buying. Kimono
Many of the programs were educational.
Who could have guessed the fallout from
had to be taken apart, washed piece by
Before the 1964 Olympics, television
this decision.
piece, and then restitched. There wasn't
launched a preparation program that
Suddenly, women had a new freedom.
time for that any more in the busy world of
taught Japanese how to interact with for-
They could go out and lock the door be-
eigners. There were occasional imported
hind them.
shows. Someone, somewhere, selected "I
This was a new experience. In the tradi-
Love Lucy."
tional Japanese house, the kind where
Most of the plots must have been incom-
most women had lived before, doors
prehensible to the Japanese. People were,
locked from the inside. The woman was
however, captivated by Lucy's house-the
expected to be the guardian of the home,
size of it, that big refrigerator, the stove
never going out except for quick visits to
with an oven. In those days, many Japa-
the neighborhood stores for daily supplies.
nese, even in the cities, simmered their rice
Not much was bought at a time. There was
over small charcoal stoves called shichirin
little storage room for tomorrow's foods,
and did their cooking on a two-burner gas
and no refrigerators to keep them in any-
hotplate. Ovens were virtually unknown.
20 JAPAN UPDATE/DECEMBER 1991
OPPOSITE: The narrow view of the past. ABOVE: The convenience of modern living PHOTOS: JUTAKU-KENCHIKU, KENCHIKUSHIRYO KENKYUSHA
And then the furnishings, with chairs and
stead of a futon, the traditional floor mat-
hotels, restaurants or clubs. Now that's
tables and beds, carpets instead of tatami
tress.
changing. If you have a house or apartment
mats on the floors and zabuton (cushion)
Certainly we can't credit Lucy for the
that you have decorated to reflect your
to sit on, draperies at the windows, all so
change, but for some Japanese she planted
lifestyle, you are going to want people to
different from the usual Japanese interiors.
a dream.
see it.
Not a few Japanese dreamed of the day
Are there more changes ahead? You
So you have a party. Come on over!
when they could live in an I-Love-Lucy
bet! Whether it is a tiny apartment (called
Different rules apply at home. Forget the
house.
"mansion" in Japan) or a conventional
formality required of the proper guest at a
Well, the house or apartment of today's
house, the new goal is to express one's
hotel reception. People are more relaxed,
average Japanese won't look like Lucy's,
individuality in decorating. There is a surge
they have more fun.
but there is a refrigerator and a stove with
of decorator magazines which show how to
Could it all have started by giving wom-
an oven in designer colors, and livingrooms
coordinate colors, choose accessories and
en a door key?
will be furnished with Japanese versions of
select furnishings. Accentuating individu-
Western furniture. One admirable adapta-
ality in what is often called a consensus
JEAN PEARCE
tion is a cross between cushion on the floor
society is a big change.
is a columnist for The Japan Times and author
and a chair, a low-slung model that holds
It never ends! Entertaining at home has
of the FOOTLOOSE IN JAPAN guidebooks. She
the sitter at a point halfway between the
not been the Japanese pattern. Most par-
has written for the Asian Wall Street Journal,
two. And you'll probably find a bed in-
ties, even simple gatherings, are held at
Shukan Asahi and other publications.
JAPAN UPDATE/DECEMBER 1991 21
THE ROYAL
TREATMENT
An auto parts distributor makes recycling a public concern
HIROSHI NAKADA
T
he time is 7:30 a.m., the start of
shutters, the street-and a sense of civic
and community service.
the morning rush. The street in
pride-is once again pristine. A small vic-
Royal runs a nationwide chain of Yellow
front of Kita Senzoku station of the Tokyu
tory for the commons. Every weekday
Hat retail auto parts stores that sell tires,
Oimachi commuter line looks like a battle-
morning, all year long.
oil, car audio systems and spark plugs. Its
field on the morning after. Cigarette butts,
But the cleanup squads are not from the
wholesale division also supplies other auto
wads of crumpled flyers, empties strewn
public sanitation department. They're
parts stores. And with car sales rising over
around the beer vending machines and
made up of ordinary citizens, with two
the past two decades, business has been
splotches of chewing gum belie Japan's
good. Established in 1961, Royal recorded
reputation for cleanliness. The mounds of
gross sales of over ¥46,000 million ($353
household garbage that were supposed to
million) and an operating profit of ¥1,320
be divided between different pickup
million (over $100 million) in 1990. A tidy
days-three for burnable trash, one for
sum for a company with some 730 employ-
non-flammables-is ignored by some of
ees. These are the kind of figures that at-
the residents. And after the cats and crows
tract investor attention. So Royal made its
have had their pickings and with the fallen
first public stock offering on the Tokyo
leaves swirling around the mess, it's not a
Stock Exchange's over-the-counter market
pretty sight.
in October last year.
Despite their neatness in the home-
At a hot company like Royal, one ex-
where responsibility is clearly defined—
pects an image of employees intensely de-
the Japanese can be a slovenly lot when it
voted to the latest sales results crowding
comes to the commons. Public places are
around a bar chart, especially in a fiercely
everybody's to use, yet are nobody's re-
competitive market contested by speciali-
sponsibility. And nowhere in this crowded
ty, discount and do-it-yourself stores.
nation is there a more public areathan the
181A
But not so at Royal. Its company ethos is
front of a train station.
the exact opposite of this stereotype. Not
Yet suddenly, a middle-aged man ap-
1kg
that it's laid-back. Few companies run a
pears, briskly walking down the street, and
tighter ship. Yet company profits remain a
picks up an empty, tosses it into his bag,
secondary goal.
and then searches for another. A serious-
What motivates it is the service-oriented
looking fellow squats down by a storm
philosophy of the 58-year-old company
drain and fishes out bits of paper caught
This public service announcement about Japan's
founder and president, Hidesaburo Kagi-
inside the sewer grill. An eager young man
burgeoning garbage crisis was a paid commercial.
yama. Royal is an intense and devoted
trots down the street, stops at trash recep-
things in common: their zeal for public ser-
company in an entirely different sense. The
tacles and sorts out the paper and alumi-
vice and their place of employment-Roy-
bottom line of his thinking is that an enter-
num cans and hauls them away as if he had
al Ltd. The company doesn't make its
prise should be designed to contribute
found a hidden treasure. Finally, a team of
money in the sanitation business, even
widely to the welfare of society and not be
street sweepers swiftly brush the sidewalk.
though its headquarters keeps space for a
derailed by the pursuit of profits. This of-
By the time crowds of commuters pour into
recycling center to sort the morning's pick-
ten means vigorously performing activities
the station and shopkeepers open their
up. That's strictly a volunteer operation
that have a positive impact on society.
22 JAPAN UPDATE/DECEMBER 1991
Cleaner streets, for example, don't just
main prerequisite is that any new member
viewers with a commercial, which it aired
look better-they are greatly appreciated
should share an appreciation for Royal's
some 400 times last July. Showing a person
by the local people. And the positive im-
company philosophy.
separating garbage, the commercial asks:
pression leads to better habits. Now local
But there is something more to this phi-
"Are you sure your heart isn't being tossed
residents are separating and piling their
losophy than a simple task well done. In
out with your garbage?"
garbage more carefully, and other citizens
the premodern past, merchant houses used
Most companies use television commer-
have started to clean up their streets on
to sweep the roads in front of their estab-
cials to sell a product or improve their cor-
their own. Furthermore, Ota Ward has of-
lishments daily and splash water to hold
porate image. But this commercial had on-
ficially recognized the company's contribu-
down the dust. Merchants, large and small,
ly one intent-to impress on Japanese
tion. Three years after its start, the morn-
assisted their communities in a hundred
viewers the serious dimensions of Japan's
ing program has renewed civic pride in a
different ways-participating in local festi-
trash-disposal problem. An opinionated
cleaner urban environment.
vals, providing emergency relief and spon-
advertisement that openly addresses the
The philosophy is not limited to the main
soring talented, but poor, young students.
issue of the global environment is unthink-
office. Similar activities are carried out by
This sort of public spirit disappeared with
able in a commercial for a non-governmen-
Royal's 140 Yellow Hat retail stores na-
the industrial revolution. Royal is a thor-
tal, for-profit business. The single line
tionwide. But not on command from the
oughly modern company that is reconnect-
"Importance of small acts-Yellow Hat"
center. Instead of just signing a fat contract
ing to that older, public-minded tradition.
in the final three seconds could hardly be
to become a Yellow Hat franchise, the
Yet Royal stunned cynical television
considered a company public-relations
Houses
The cleanup starts at the top.
ABOVE LEFT: Company President
Hidesaburo Kagiyama scrubs
the employee restrooms.
ABOVE: Royal employees sweep
a busy Tokyo street.
LEFT: All office waste paper
is separated at a recycling corner.
JAPAN UPDATE/DECEMBER 1991
23
am working
to achieve a greater
stunt. At least, the announcement
efficiency. Yet, the quality of a person
wasn't planned that way. Those viewers
profit, one that
or a company is judged by the degree to
familiar with Royal must have conclud-
which it can do things that make no prof-
transcends the account
ed: "It's a typical Yellow Hat activity."
it." This idea is easy to understand from
Unexpectedly, those who never heard of
books, one that helps
a personal, human level. However,
Royal asked: "What is Yellow Hat?"
companies are usually considered to be
Earning kudos and recognition despite
protect society. I don't
organizations designed solely for the
itself, the company can't help but come
pursuit of profit.
up a winner, no matter how hard it tries
want a company that
"Of course, companies have to make
not to be.
sticks society with the
money to stay alive. The difference lies
For all the media fanfare, Royal sticks
in how this profit is being obtained. Are
modestly to the task of recycling re-
bill somewhere down
you creating an inconvenience for other
sources. Even something as minor as a
people? Are employees growing as hu-
the road.'
single order form is recycled.
man beings on their jobs? Unless money
The company founder is no glory-
is earned while fulfilling these condi-
seeker or publicity hound. Hidesaburo
tions, in my mind, it is worthless."
Kagiyama said bluntly, "There's noth-
ment. Attitudes and speaking habits al-
"I wonder if companies can really sur-
ing I dislike more than insincerity."
SO subtly changed. Most warehouse re-
vive merely through the pursuit of indi-
When he first started working in Tokyo,
tailers try to ingratiate themselves with
vidual profit. On my part, I am working
the automotive parts industry was essen-
potential clients with a show of humility.
to achieve greater profits. In other
,tially the realm of the hype-monger.
But Royal built its reputation on the
words, a profit that transcends the prof-
Companies appealed to every human
basis of its dependability. Word-of-
its shown in Royal's account books. The
weakness to push their products. The
mouth from satisfied clients was all the
social activities carried out by Royal
worth of an employee was judged solely
advertising it needed.
make an indirect contribution to pro-
on his sales record, regardless of the tac-
Understatement became Royal's
tecting both society and Royal itself. I
tics used to get the sale. The cutthroat
unique approach to marketing which
certainly do not want to have a company
competition galled him so much that Ka-
contrasts favorably with the competi-
which sticks society with the bill some-
giyama quit his job to go independent
tion's preference for the aggressive sales
where down the road."
and named his company "Royal."
pitch. The company considered the tac-
It is an understatement to say this
After two decades of business success,
tic of selling three for the price of two as
kind of corporate philosophy goes
based on good relations and customer
ultimately wasteful. An extra spark plug
against the grain of the get-rich-quick
service, Kagiyama did something totally
or oil filter sitting inside a glove com-
schemes of the "bubble" economy.
eccentric for a Japanese executive. He
partment, or in a drawer, isn't going to
"The time is soon coming when compa-
noticed that the employees' restrooms
do either the customer or the environ-
nies which have a profits-only approach
were untidy, despite the best efforts of
ment any good. Minimizing the con-
will be scrutinized more closely," he as-
the janitor. He didn't want to bother the
sumption of unnecessary resources is es-
serts passionately.
employees with a tiresome lecture or
sential for the environment, and it
"Our company is involved in a larger
take them away from their jobs. So, in
makes long-term economic sense-
type of competition. Not just winning or
the middle of the day, he would scrub
eventually the same customer will have
losing against rivals. Not a competition
down the sinks and toilets. Employees
to pay for that extra spark with a higher
that is immediately obvious. We want to
were busy doing other work. No one
price on another item.
make this a company which fulfills the
said anything, and they must have
Kagiyama is the first to admit profit
long-term needs of society."
thought him a bit strange.
and social responsibility are difficult to
At first glance, Kagiyama could be
But the sight of Kagiyama performing
achieve in tandem. He explains, "True,
written off as a dreamy idealist, a bum-
such a menial task encouraged the em-
instead of working together, these ele-
bling do-gooder. Reality shows other-
ployees to make their workplace more
ments directly oppose each other. How-
wise. Customers and shareholders are
pleasant. This minor revolution started
ever, it is when we begin thinking about
convinced enough to enable Royal to be
about ten years ago. The new spirit of
how to resolve these opposing goals that
capitalized at over ¥6.6 billion. And his
participation began to ripple outward.
human knowledge is challenged and our
competitors pay heed, if for no other
Royal employees began to notice the
potential increases. We do not even ac-
reason than their own survival.
waste and sloppiness that accompanies
cept rolls of toilet paper in exchange for
any business. After they delivered
the paper we collect (a standard bonus
HIROSHI NAKADA
goods, the employees would neatly fold
offered by Japanese recyclers) from the
is a research fellow at the Matsushita
the cardboard boxes and return them to
streets every morning. We make no
Institute of Government and Management,
the office for recycling, saving their cli-
profits. This type of action totally oppos-
a human resources R&D center founded by
ents the mess and helping the environ-
es the corporate concept of economic
the late Konosuke Matsushita.
24 JAPAN UPDATE/DECEMBER 1991
YOSHIAKI MIURA
WOMEN AT WORK
AKIRA FUJITAKE
Professor of sociology, Gakushuin University
A
n astounding 68 percent of wom-
The reasons for holding a job vary
younger adults reside at their parents'
en in their early twenties are pur-
among the different age groups. While
homes, they can allocate more of their sal-
suing careers-equal to the number of men
many of the responses reflect the life-stage
aries for leisure activities.
of the same generation on career tracks.
of different generations, some interesting
Yet, surprisingly, young women don't
This figure includes women still attending
new trends seem to be developing among
seem to be spendthrift grasshoppers, living
university or college, and thus part-time or
young women.
for the moment. More than their elders,
sideline work is in-
they give greater
cluded in the career
priority to "saving
category by the sur-
CAREER GOALS
for the future."
vey.
This answer can be
The ratio drops
PERCENTAGE
0
10
20
30
interpreted in sev-
40
50
60
70
among men and
eral ways, including
women between
To earn extra
fewer expectations
the ages of 25 and
spending money
for an early mar-
29. Reaching full
To save
riage and greater
adulthood, nearly
for the future
independence (pos-
all males, some 95
sibly with the inten-
percent, are on the
To develop
one's abilities
tion of purchasing a
job. Among fe-
condo for one).
males, only slightly
To make
Asked about
less than half are
a living
their work environ-
working, reflecting
To help meet
ment, 72 percent of
Ages 20-24
the tendency to
household budget
Ages 30-34
young females re-
leave their jobs af-
SOURCES: SURVEY ON WOMEN'S PROFESSIONS conducted by PR Dept., Prime Minister's
sponded affirma-
ter marriage.
Secretariat on 5-15 October 1989. Subjects: Persons over 20 years up to 59 years of
age, nationwide. Number of samples: 5,000.
tively, about the
But women in
same as males in
their late thirties
the same age group
tend to return to the workplace and ac-
Thirty-something women answer that
and far exceeding the 53 percent registered
count for two-thirds of their age group.
"helping to meet the household budget"
by females in their late twenties. With pari-
The interval period is apparently due to
and "saving for the future" are their prima-
ty in the workforce and gradually improve-
child rearing. The number then peaks
ry reasons for working. Women in their
ments in career opportunities, women in
among females in their forties-70 percent
early twenties tend to be more leisure-
their early twenties seem to be overcoming
are on the job. Work, then, is a matter of
minded, responding that "extra spending
many of the traditional stereotypes about
course for Japanese women.
money" is their main motive. Since many
Japanese women.
JAPAN UPDATE 1991 $12 A 1 BAT
JAPAN UPDATE
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