The Fireside Chat Japan’s Innovative Approach to the Western Balkans at the “Western Balkans 2030 – Connecting Today’s Efforts to Tomorrow’s Europe” conference brought an in-depth conversation on Japan’s expanding strategic role in the Western Balkans.
Organised by The Region magazine with the support of the European Investment Bank (EIB) and UNOPS, the session was held in partnership with the Japanese Business Alliance, whose Executive Director Oliver Lepori co-led the discussion with H.E. Akira Imamura, Ambassador of Japan to Serbia.
Ambassador Imamura underlined that Serbia plays a central role in regional stability, a priority not only for Europe but also for Japan.
“European stability is in Japan’s national interest,” he said, stressing that Japan’s engagement is driven by long-term geopolitical and economic considerations rather than short-term commercial goals.
He highlighted last September’s visit of the Serbian delegation to Tokyo, during which the two governments signed a declaration reinforcing bilateral cooperation.
“Once it enters into force next year, it will send a strong signal to Japanese investors,” the ambassador added.
Imamura emphasised that Japanese companies aim to create high-quality jobs and advanced skills, elevating the capabilities of the Serbian workforce.
“This is not just about exports — it is about bringing value, skills, and long-term opportunities for the Serbian people,” he noted.
Oliver Lepori provided perspective from the Japanese business community, emphasising transparency, reliability, and long-term partnership as core principles of Japanese investment.
“Japan sees the Western Balkans as a region where innovation, stability, and responsible business can go hand in hand. Our goal is to help attract investors who think in decades, not quarters,” he said.
He highlighted ongoing efforts to connect Serbian companies with Japanese counterparts, stressing that interest is rising in sectors such as technology, manufacturing, sustainability, and advanced industry.
The Fireside Chat reinforced Japan’s position as a committed, long-term partner ready to support regional stability, economic development, innovation, and human capital growth — key themes that resonated throughout the conference.
Photos from the Western Balkans 2030 conference are available here.
Photo: Beta photo/Milan Ilic/Zoran Petrovic/Dario Kostadinovic
