By building on existing bilateral ties and exploring new avenues of collaboration, Japan and Serbia are paving the way to future partnerships and positioning Serbia as a strategic hub for Japanese investment in Southeast Europe
The partnership between Serbia and Japan has evolved into a multifaceted relationship, characterised by strong political dialogue, economic cooperation, cultural exchange and a shared commitment to innovation and sustainability. Both countries have demonstrated a proactive approach to fostering their bilateral ties, leveraging their respective strengths and addressing common challenges through strategic collaboration.
Serbia’s strategic location, skilled workforce and designation as a “long-term friendly country” make it an attractive destination for Japanese investors. And Japanese investment in Serbia has grown significantly over recent years, with 15 Japanese- owned factories already operational and more investors expressing interest.
The Osaka Expo 2025, themed “Designing Future Society for Our Lives” and set to become a global platform for innovation and collaboration, offers a new opportunity to nurture existing ties. With participation from 161 countries, including Serbia, this event aims to explore solutions to global challenges through advanced technologies, cultural exchange and shared visions for the future.
Key agreements, such as the Protection of Mutual Investments and the Bistrica RHP cooperation, will further solidify Serbia’s reputation as a reliable partner to Japanese investors by ensuring a secure and stable framework
For Serbia, Expo 2025 presents a unique opportunity to enhance its visibility on the global stage. The Serbian Pavilion will focus on strategic sectors such as smart cities, energy efficiency, healthcare and advanced manufacturing, all of which are important for Japanese businesses and beyond.
Likewise, Japan has shown significant interest in Expo 2027 in Belgrade. This event will enable Japanese companies to deepen their engagement in Serbia through joint ventures, technology transfers and long-term partnerships.
People-to-people exchanges, supported by the Japanese Business Alliance in Serbia (JBAS), JETRO, and JICA, aim to strengthen bilateral ties and position Serbia as a strategic hub for Japanese investment in Southeast Europe. The 2024 visit of 100 Japanese investors highlights Serbia’s potential to create new opportunities for partnerships. These investments extend beyond economic growth, aiming to foster regional development, sustainability, and innovation – values shared by both nations.
Japan’s Society 5.0 initiative, launched in Serbia by JBAS, underscores the potential for cooperation in digitalisation, green technologies and innovation. Japanese companies have demonstrated their commitment to Serbia’s green transition through projects such as the Vinča Energy- from-Waste Plant and Toyo Tire’s solar power plant, both of which reduce carbon emissions significantly and support Serbia’s environmental goals.