(Reported by Wan Ge and Qingcheng, Asia Finance Observer, Tokyo, November 16)
Economic and trade ties between the Sichuan-Chongqing region and Japan have a long and enduring history. This morning, the Tokyo Sichuan-Chongqing Association held its grand opening ceremony, at which a broad selection of premium products from Sichuan Province was showcased in Japan for the first time.
Distinguished guests—including Tomihiro Saegusa, head of Ito-Yokado’s China business and honorary president of the Sichuan-Chongqing General Chamber of Commerce; He Naihe, chairman of the All Japan Federation of Overseas Chinese Associations; Michiaki Oguri, personnel director at the Japan External Trade Organization (JETRO); Tomoki Izumikawa, director and secretary-general of the Japan International Trade Promotion Association; Dr. Naoya Sawazu of the Japan-China Economic Association; Katsuji Takemura, president of the Sagamihara Minami Rotary Club; Katsumi Nakata, chair of the club’s Service Project Committee; and Daijiro Kobayashi, secretary-general—gathered to witness a new chapter in high-quality economic and cultural cooperation between Sichuan-Chongqing and Japan.
In his remarks, Chairman He Naihe emphasized that the Tokyo Sichuan-Chongqing Association will serve as a bridge connecting the two regions, supporting Chinese communities in Japan and providing an effective platform for business collaboration. Zhou Mi, president of the Japan Sichuan-Chongqing General Chamber of Commerce, presided over the ceremony and noted that the association aims to become the “first stop” for Sichuan-Chongqing products entering Japan and the “first gateway” for Japanese companies seeking opportunities in Sichuan and Chongqing. Through a “platform-plus-projects” model, the association will offer comprehensive services including exhibitions, investment promotion, product selection, incubation, and cultural exchange.
Executive Chairman and Director Li Yongnan announced that several representative product lines and cultural brands from Sichuan and Chongqing have already been officially introduced. Among the highlights were “Bazhong Premium Products” and “Deyang Goodies,” which made their debut at the association today. These include specialty agricultural products, health foods, and cultural-creative items from Bazhong; cultural-creative derivatives representing Deyang’s renowned manufacturing sector; and, notably, the “Sanxingdui-themed cultural-creative series,” entering a permanent exhibition space in Japan for the first time. The products are displayed in dedicated exhibition areas, providing direct access for Japanese retail channels, wholesalers, and e-commerce platforms.
A representative from a Japanese trade organization remarked, “Sichuan is one of the Chinese regions where manufacturing and agriculture are most deeply integrated, giving its products both quality and cultural advantages in Japan. The establishment of this venue allows Japanese companies to access Sichuan resources more efficiently and more cost-effectively.”
Following the success of “Sichuan Week” at the Osaka Expo, Sichuan cuisine and food-related industries have drawn renewed attention in Japan. During the event, the Japan Sichuan-Chongqing General Chamber of Commerce and the Sichuan Food Association signed a comprehensive cooperation agreement to promote the international development of Sichuan cuisine, seasonings, and snacks. The Tokyo Sichuan-Chongqing Association will serve as a pilot venue for Sichuan catering brands entering Japan, a testing space for new product development and small-batch supply chains, and a bridge connecting Japanese restaurants with Sichuan culinary institutions.
The “Panda Theme Area” also drew considerable interest from Japanese guests. The space features the “Giant Panda and Golden Monkey ‘Twin Treasures’ Cultural Zone” by Chinese photographer Xue Kang, as well as a dedicated exhibition of works by renowned Japanese panda photographer Takahiro Takashi. As pandas remain an enduring symbol of friendship between China and Japan, the exhibit further strengthens Japanese audiences’ awareness of Sichuan-Chongqing culture.
At the opening ceremony, Tomihiro Saegusa presented a handwritten calligraphic dedication reading “Thank you for your kindness, a lamp illuminates a corner”—an eight-character phrase traditionally conveying gratitude and goodwill. Together with Chairman He Naihe, President Zhou Mi, Director Li Yongnan, Mr. Lü Min, and Mr. Yang Quan, he jointly activated the opening screen of the Tokyo Sichuan-Chongqing Association.
With its establishment, the association aims to help the bold and flavorful spirit of Sichuan and Chongqing blend into the vibrant cultural landscape of Japan—building new bridges of trade and creating opportunities for mutual benefit.
