Consul discusses U.S. - Japan trade

The misconception and dated information surrounding the Japanese market and the issue of a closed market for the United States were addressed Wednesday by the Los Angeles-based consul general of Japan.

Seiichi Noboru, who participated in high-level trade negotiations in Washington, spoke to a Cal State Long Beach audience of about 200 regarding relations between Japan and the United States.

A renowned expert on Japan's foreign trade and economics, Noboru spoke chiefly about the markets of both countries and said that American products are selling well in Japan.

Noboru said that Japan is America's No. 2 export market and that Japan buys more American exports than the United Kingdom, Germany and Italy combined.

He said that American products such as Gillette razors, cosmetics, and soft drinks are flooding the Japanese market.

"Anything that you see in the American markets, you can see in the supermarkets of Japan," he said.

Noboru said that Japan is trying to emulate the United States as much as possible, but oftentimes it depends on its government. Deregulation must be continued, he said.

He also said that cooperation between the United States and Japan is important for the global economy.

"It was beneficial to listen to both sides to understand the issues, especially in the age of globalization," said student John Frederiksen, an international-business major.

The consul acts as a liaison between the Japanese government and those of other countries. Noboru also works with business and industry leaders to negotiate plans for companies to "be successful in the Japanese market," he said.

Prior to speaking, Noboru visited a beginning-Japanese language class to observe student activities and answer questions about his interests outside of work.

With a strong background in international affairs, Noboru has held several posts world-wide and has participated in overseas assignments throughout the past 30 years.

Most recently he was posted at the Japanese Embassy in Washington where he was involved in the heated trade talks during the summer.

During his three-year stay in Washington, Noboru said he often negotiated with American officials on trade issues and tried to explain Japanese views to legislators and the news media to help further communication.

One of his first assignments was in the Japanese delegation at the Organization of Economic Cooperation and Development in Paris. Noboru was also counselor at the embassy of Japan in Singapore.

Noboru assumed the post of consul general of Japan in Los Angeles in February 1994.

Noboru first arrived in Southern California as an exchange student at La Jolla High School during the 1959-60 school year. He later received his master's degree in law from the University of Tokyo, where he later began his career at Japan's Ministry of Foreign Affairs.