Global Ecosystem Partner Interview 01: ANCHOR KOBE

Support for overseas companies to grow in Kobe City.

ANCHOR KOBE: a business exchange center that helps companies enter the Japanese market.

Hybrid Marketing's “Global Ecosystem” service is the solution for small and medium-sized enterprises, venture companies, and growing companies looking to expand their reach. We leverage our extensive experience and achievements in marketing support to provide comprehensive support to overseas companies seeking to enter the Japanese market, as well as companies from Japan entering overseas markets, in the preliminary stages of marketing support. We tackle the toughest issues, such as securing bases, human resources, and accounting, to help you succeed.

To resolve this challenge, it is essential to collaborate with industry partners and expert networks that possess a high level of expertise. ANCHOR KOBE, the members-only business exchange center we visited this time, is another key partner. We spoke with Mr. Yoshiya Shinohara, general manager of the facility, about its business, welcoming overseas companies, and the attractiveness of Kobe.

─ First of all, tell us about ANCHOR KOBE.

Yoshiya Shinohara (Shinohara): ANCHOR KOBE is a membership-based business exchange center run by Kobe Shimbun and Deloitte Touche Tohmatsu LLC. It opened in 2021 with the help of Kobe City. As of May 1, 2024, the membership count stands at 286., including startups, local small and medium-sized companies, major corporations, local governments, universities, students, and individual freelancers.

In addition to connecting ANCHOR KOBE members with other ANCHOR KOBE members, the organization also organizes "Member Day Events" where members act as hosts and receive proposals for collaboration. In addition, ANCHOR KOBE supports business growth by introducing members to mentors with expertise in business models, sales promotion, etc., in response to their challenges.

─ What are the advantages of using ANCHOR KOBE for foreign companies looking to enter the Japanese market?

Shinohara: One is information dissemination. ANCHOR KOBE has a staff member who used to be a reporter for the Kobe Shimbun newspaper, and he provides advice on news stories that are likely to be picked up by the media and know-how on press releases. Over the past three years, we have counted more than 200 articles related to ANCHOR KOBE. We also hold occasional "media meetups," which are press conferences for our members and social gatherings for media representatives. Our members are happy that media coverage increases the credibility of their companies and leads to internship and employment opportunities.

Especially if you are an overseas company, just starting a business in Kobe is newsworthy. As a member of ANCHOR KOBE, you can take advantage of our problem-solving projects and spend six months with a mentor to accelerate your business growth or create a new business with other member companies. If it generates news value, it can be sold to newspapers and media.

──The City of Kobe, the Kobe Shimbun, and Deloitte Touche Tohmatsu are all socially credible, and it's great that you can use their respective networks for your own business.

Shinohara: That's right, we focus on events with a dozen or so people. Unlike large events that end with an exchange of business cards, our goal is to create strong connections that lead to collaboration and business results.

Another strength of our institution is the variety of opportunities we offer, such as speaking at pitch events and working with companies. We also listen carefully to our members' needs and introduce them to the people we think they need to meet, so some people say we are like an intrusive matchmaker!

─ When an overseas company enters the Japanese market, it can be tough to find staff who can speak both their native language and Japanese, as well as sales reps. Can you help with that?

Shinohara: We cannot say for sure that we can introduce you to them, but since the City of Kobe and the Kobe Chamber of Commerce and Industry are also members, you may be able to take advantage of their resources and networks. Not only ANCHOR KOBE, but many of them are very helpful and friendly, and you may be able to discuss your concerns with them at meetings and other events. In fact, I have heard that they have found interns and sales representatives.

We've also got accountants who can help you go public. Through our network, we can hook you up with the right people in finance, law, and marketing, which can be tough to navigate when you're just starting out in Japan. If you're not sure whether to go to a bank or an accountant in the early days of your business, ANCHOR KOBE can help you figure it out.

─ You are saying that if I have any problems, I should consult ANCHOR KOBE first?

Shinohara: Yes, we do. Once you become a member, we will conduct an initial interview and respond to your issues. ANCHOR KOBE 's role is not simply to introduce you to companies, but to understand your objectives and make suggestions based on hypotheses. We also make suggestions from the perspective of "Wouldn't it be interesting if we could connect with this company?

─What are the amazing advantages of doing business in Kobe City?

Shinohara: One of the major advantages is the incredible support we receive from the specialists of Kobe City's New Industry Creation Division. These amazing specialists are in charge of a wide range of projects, such as attracting overseas startups, fostering domestic startups, supporting engineers, students, and women to start their own businesses, and open innovation between startups and local companies. They have networks and skills that are different from those of ANCHOR KOBE, and by connecting with them, your network will expand dramatically.

The Kobe City staff is very accommodating. Using their own network, they will introduce you to companies and facilities where overseas startups can grow, including sales and collaboration partners. Furthermore, there are opportunities to participate in Kobe City projects, and depending on the conditions, they can introduce and advise on grants and subsidies, which can be very helpful in the early stages of a business.

The City of Kobe is all about helping foreign entrepreneurs succeed. They've got a Kobe City Startup Visa that lets you live and work in Japan for up to a year. They also hold pitch events for foreign startups in areas like life science and climate change. You can even take the stage at these events. And the City of Kobe's support is pretty extensive, so it'll really help your business.

─ Compared to other cities, Kobe City has been focusing on startups from the start, right?

Shinohara: Yes, we do. The City of Kobe and the Kobe Shimbun were pioneers in supporting startups before other cities, including the establishment of the Kobe Startup Office in 2015. Today, this attitude remains unchanged, and I feel that we are leading the way in Japan. Recently, we have been focusing especially on overseas, aiming to revitalize Kobe by connecting local companies with overseas companies that have technologies not available in Japan.

Many foreign companies often choose Tokyo for their entry into the Japanese market, but they often find themselves buried under a lot of competition. Kobe gets a lot of attention because of the small number of foreign companies, and it also offers a variety of government support. You can set up a business foundation in Kobe or the Kansai region first, and then expand to Tokyo. The probability of success may be higher in Kobe, where the government, local businesses, and the media are closer.

─Lastly, please give a message to foreign companies that are considering entering the Japanese market.

Shinohara: I believe that Kobe is the shortcut to successful business in Japan. The city of Kobe is also promoting support for foreign companies, and we can expect a wide range of support from ANCHOR KOBE members and others. Hybrid Marketing is also providing marketing support to our member companies as a mentor, and we have an environment in which business development can be completed here in Kobe, including the development of financial and human resources and business models.

Kobe is a great place to live, with both ocean and mountains nearby. There aren't any crowded trains, and it's a port town with a long history. It's also open to new ideas and things. Another plus is that Kobe beef is more reasonably priced than overseas.

It's been three years since we opened ANCHOR KOBE, and we've got a lot more companies and resources to introduce you to. We're here to help with whatever you need, no matter how big or small.