Japan’s primary motivating factor in investing in Serbia are the hot, high-potential sectors that strive to contribute to a brighter future for the region
The Japanese Business Alliance in Serbia (JBAS) has this year announced the launch of the Society 5.0 initiative in the country, based on a concept introduced by the Japanese government in 2016.
Speaking in this interview, JBAS Executive Director Oliver Lepori explains that the launch of this initiative in Serbia “envisages a human centred “super-smart society,” where technological advancements are applied to improve human wellbeing and everyday life “.
What does Society 5.0 initiative specifically entail?
— By focusing on integrating advanced technologies and supporting innovation in areas like smart cities, renewable energy, industrial process automation, and advanced healthcare, the initiative specifically aims to create long-term sustainable solutions to global challenges like climate change, ageing populations, and the need for more efficient resource management.
In Serbia, the launch of Society 5.0 reflects the strong collaboration between the public and private sectors, with JBAS playing an active role in guiding its implementation. This year’s theme for the 2025 Osaka World Expo is “Designing Future Society for Our Lives,” which aligns with the Society 5.0 concept, providing us with an opportunity to learn from them and bring that knowledge to Serbia.
How does JBAS plan to follow up on the visit of the large delegation of Japanese companies to our country?
— Last October, we had the honour of hosting a significant business delegation from Japan, showcasing their interest in investing and expanding their operations in Serbia. Japan’s primary motivation to invest in Serbia are the hot, high-potential sectors that aim to contribute to a brighter future for the region.
We’re in an optimal position to make the most of this, as we have two upcoming events of extraordinary importance: Expo2025 in Osaka and Expo2027 in Belgrade. The Serbian Pavilion at Expo 2025, soon to be inaugurated, will serve as a platform to promote Serbia’s potential and strengthen its economic ties with Japan. The themes of these events align closely with the key developmental goals of both nations, addressing shared challenges such as the “silver revolution” and the delicate balance between modernising and preserving our tradition-oriented societies.

These initiatives will lay the groundwork for several high-profile events throughout 2025, coinciding with Expo 2025 in Osaka, while also serving as preparatory activities for Expo 2027 in Belgrade.
Through the growing partnership between Serbia and Japan, JBAS aims to play a pivotal role in attracting investments, advancing trade cooperation, and promoting strategic projects in Serbia. This will be achieved through targeted activities such as raising awareness, engaging local communities, and fostering regional development. These efforts are not just about economic growth but about building a sustainable, innovative future that reflects the shared values and ambitions of our two nations.
What experiences did you share with delegates?
— Serbia offers numerous advantages for investors, including a skilled and reliable workforce with high English language proficiency, a wide range of free trade agreements, and favourable conditions for establishing production facilities.
The focus of Japanese companies on fostering strong relationships with employees has made them increasingly appealing to young people in Serbia.
Major Japanese companies operating in Serbia are the best ambassadors in promoting Serbia as an investment destination. For example, Toyo Tires, which established a factory near Belgrade in 2022, highlighted the Serbian government’s active support and subsidies as key reasons for expanding across the country. Additionally, Nidec has emphasised Serbia’s ideal location and ease of communication in English as significant advantages for manufacturing industries.
We’re in an optimal position to make the most of the Japanese interest in investing, as we have two upcoming events of extraordinary importance: Expo2025 in Osaka and Expo2027 in Belgrade
JBAS’s cooperation with Japanese institutions operating in Serbia strengthens bilateral ties significantly and enhances Serbia’s appeal to Japanese investors. The active support extended by the Japan External Trade Organization (JETRO) and the Japan International Cooperation Agency (JICA) plays a crucial role in highlighting Serbia as a prime investment destination. These institutions provide invaluable resources, guidance, and a network for Japanese businesses seeking to enter or expand on the Serbian market.
We work together to actively facilitate partnerships, promote cultural exchange, and support Japanese enterprises in navigating the local market.
Furthermore, the combined efforts of JETRO, JICA, and JBAS demonstrate their strong commitment to creating a business-friendly environment and positioning Serbia as a key strategic hub for Japanese investment and growth in Southeast Europe.
Investments made by Japanese companies don’t only bring advanced technology and expertise to Serbia, but also provide access to new markets through global supply chains. By investing in local communities and in local training and development, they contribute to the country’s economic progress and help unlock its human potential.