Saku Tanaka was 18 years old when he got his first job in the timber industry. At the time, he worked as a translator for several companies in the sector. After a couple of years, he began answering customers’ questions himself.
“After a year or two, I started answering some questions myself rather than translating. Then Anaika Wood decided to hire me,” he says.
He spent 16 years there, selling more than 200,000 cubic metres of timber products to Japan each year. Since then, he has worked for several companies, always focusing on the Japanese market.
Tougher conditions for timber imports in Japan
Today, the Japanese market is more challenging. Housing construction has declined, while the weak yen has made imported timber products more expensive.
“The weak yen has a major impact on the market. At the moment, there is really no way for foreign suppliers to compete with domestic producers. They are simply very cost-efficient.”
Japanese customers have also increasingly switched to domestically produced timber.
“It is a trend that is not going to change in the near future. Imported timber will face tougher competition in Japan,” says Saku.
At the same time, Saku sees more positive prospects for certain products, particularly laminations for glulam production.
“Laminations will remain a strong product in Japan in the years ahead.”
He also believes the currency situation could change.
“Imports will probably continue to decline for some time. But the yen will strengthen again at some point. When that happens, the Japanese market will become interesting again.”
Quality and reliable deliveries matter to Japanese customers
Saku’s relationship with Norra Timber began through Kenneth Wallin at Martinsons, who introduced him to Erik Eliasson, Norra Timber’s Sales Director. The cooperation has continued for many years.
“I have been blessed with good people around me. Norra Timber has changed during the time I have been involved, but there have always been good people around me,” says Saku.
For Norra Timber, he sees a clear strength in the fundamentals: quality and delivery reliability.
“Number one is absolutely making sure that deliveries arrive on time. The quality is consistent, and customers are very happy with our products.”
Japanese customers particularly value timber from northern Sweden for its appearance, strength and quality.
