Japanese cosmetics giant Shiseido Group has never wavered in its confidence and determination to invest in China, and will strengthen its long-term investments in the country, a senior executive of the China International Import Expo said in course.

Toshinobu Umetsu, president and general manager of Shiseido China, told China Daily that the country is now an important market for Shiseido due to its incredible vitality and resilience.

“We have never wavered in our confidence and determination to invest in China and we will continue to strengthen our long-term investments in the country to provide all the necessary support to further drive innovation, growth and best practices” , Umetsu said.

Shiseido, which arrived in China at the beginning of the country’s reform and opening-up as the first foreign beauty group to enter the mainland Chinese market, has been present in the country for more than four decades.

In 2022, Shiseido announced that it will be a major investor with 100 million yuan ($13.9 million) in Jiangsu Trautec Medical Technology Co Ltd – a Chinese supplier of new biomaterials and innovative medicines based on proteins and nucleic acids – and the latter is now looking for a first audience. offer.

“Shiseido’s investment in Trautec is an important part of our commitment to engage more closely with local Chinese innovation. We also strive to make the most of China’s favorable policy environment and support for innovation to accelerate the speed at which we introduce Shiseido innovations into the market. country,” Umetsu said.

He explained that this includes launching many products in China before anywhere else in the world through platforms such as CIIE.

At this year’s exhibition, Shiseido launched more than 30 products from 12 different brands, including the global launch of its upgraded product – Shiseido Ultimate Power Infusing Concentrate – and the launch of Elixir’s Accelerated Youth Serum, which proved to be a mega hit in the Japanese market.

“The company has also deepened a dual strategy in China, in which it focuses on strengthening local innovation capabilities. As part of this, we continue to invest to make our China Innovation Center the second largest Shiseido research center in the world,” he added. .

China reiterated its commitment to further opening its huge market and expanding market access to sectors such as telecommunications, internet, education, culture and healthcare at the expo.

Umetsu said he was very inspired and encouraged by China’s commitment to pursuing high-level opening-up and sharing development opportunities with the rest of the world.

“China is leading the way in the application of innovative technologies today, and understanding the latest innovation trends in China is essential to seizing future growth opportunities. Looking ahead, we will continue to introduce more innovations for new beauty lifestyle scenarios that will enable Shiseido to contribute even more to Chinese society,” he added.