Japan Centers in Asia seek new relevance as local economies evolve

Japan Centers for Human Resources Development, established under Japan's official development assistance program, have undergone a transformation since their inception in nine Central Asian countries in 2000. While these centers, known as Japan Centers, initially aimed to promote market economies and foster exchanges with Japan, local needs have evolved, leading JICA to set a new concept for these centers.

In Kazakhstan, the center continues to explore new approaches involving local and Japanese companies, universities, and other organizations.

At the Kazakh-Japan Center in Almaty, Mitsuo Murayama, a business promotion expert dispatched by JICA, was advising Kazakh staff member Sultan Orazbayev on a request from a Japanese company considering entry into the Kazakh market. In Central Asian countries that gained independence after the Soviet Union's collapse in 1991, Japan Centers were established in Kazakhstan, Kyrgyzstan, and Uzbekistan.

Kazakhstan, rich in natural resources like oil and minerals, experienced significant economic growth in the 2000s, with its nominal gross domestic product per capita reaching nearly $15,000. Consequently, JICA discontinued its support for the Kazakhstan center in 2012, and the Kazakh side assumed responsibility for continuing Japanese-style business training and Japanese language courses.

However, the Great East Japan Earthquake of 2011 led to a decline in Japanese language course enrollment, as more parents became wary of sending their children to study in Japan. The COVID-19 pandemic further reduced the number of students. Yet, the center responded by introducing online classes, and the number of students rose to about 400 in the following year.

The Russia-Ukraine war brought a new dimension to the center's role, as it received numerous inquiries from Japanese companies and others doing business in Russia. The center provided support, including market research and introductions to local companies, due to the lack of such expertise among Russian companies. Kazakh companies interested in entering Japan have also begun seeking assistance from the center.

In recent years, the center has experienced a surge in inquiries, with dozens received annually, including from Kazakh companies aspiring to enter Japan. Murayama, who has been stationed in Kazakhstan for ten years, believes that the geopolitical importance of Kazakhstan in relation to Western countries, China, and South Korea has led to greater trade and economic approaches than Japan's.

However, he remains optimistic about the potential for Japanese companies to collaborate with Kazakhstan, considering its high educational standards and expanding consumer market. Strong interest in Japanese pop culture remains, and Zhanar Orazgaliyeva, the center's director, emphasizes the need for further involvement from the Japanese government to support cultural outreach and business cooperation.