“With the appearance of new products, especially RRP*, and with the change of the social fabric, there has been a change in behavior by consumers; they are on a ‘journey’ so we have to follow them on that journey and move to satisfy their needs.”

“I left academics to join JT International (hereafter JTI) because the transition was attractive. I had also known of JT Group through my academic career and the people I met gave me a very positive impression and showed me a forward way of looking at the industry.”

When I first joined the company, I worked in the Product Development Support Center within the R&D Group. My tasks focused on improving the measurement and analysis of sensorial perception. I implemented state-of-the-art methods and tools and coordinated the integration of new teams across different locations.

Between my fifth and seventh years after joining the company, I focused on emerging product categories; thus I was tasked with identifying consumer wants in RRP* category.

In my eighth and ninth years, I led the JTI sensory team, and now I work in the Product Intelligence-Sensory team in the unified JT-JTI Groups.

I started connecting to Japan during my studies in university in Germany and Japan, obtaining my PhD and receiving a post-doctorate fellowship from the Japan Society for the Promotion of Science. I later left academics to join JT Group because the transition was attractive, especially as the whole industry was starting to change at the time. The people I met gave me a very positive impression and showed me a forward way of looking at the industry.

*Reduced-Risk Products: Products with the potential to reduce the health risks associated with smoking

“JTI operates in a very dynamic business environment. As an organization it is constantly investing in its employees’ development so that we can adjust to the ever-changing world.”

Because my work is centered around development and innovation, I am always working in and analyzing new fields; therefore, my perspectives have been broadened and I have had the opportunity to grow.

JTI operates in a very dynamic business environment. As an organization it is constantly investing in its employees’ development so that we can adjust to the ever-changing world. Our company has helped me to address product diversification as well as trace the consumer’s evolving wants across various global trends.

Our company appreciates curiosity and thus I am able to grow through challenging the status quo from project to project. I have been able to anticipate upcoming challenges through internal and external training, and through active participation in conferences in my field of expertise. In general, our company has supported my efforts to stay ahead of the curve.

In my field, there aren’t any templated business lines, so I have learned the importance of clearly understanding the goals and objectives on a case by case basis, setting targets accordingly, and giving clear direction to my team members. Hierarchy is important for control and for management purposes, but operationally a flat working environment helps the flow of ideas, inspiration, discussion and exchange.

“Intrinsically, everyone is motivated to do their best, so people are allowed to find their way to excel, while enjoying their work with autonomy and purpose. Everyone who wants to can develop and grow within our company.”

In the future I want to better translate the consumer’s voice into the development process because this will deliver value to them and to society as a whole; it is also how we will succeed as a business.

With the appearance of new products, especially RRP*, and with the change of the social fabric, there has been a consequent change of behavior by consumers, and we’ve seen it in their wants. Consumers are on a “journey” so we have to follow them on that journey and move to satisfy their wants. By observing the data, identifying those drivers and learning what consumers want, we work to develop ideal products for them. There is a moment of joy that comes with “Shikohin” - products made for pleasure. Consumers enjoy things for pleasurable taste or experiences. We satisfy consumer wants with our products, so that they can enjoy their “Shikohin” with humility and happiness.

I would like to continue to improve synergies between entities, reduce impediments to our success and unlock more collaborative strategies by breaking down silos. Technology helps, and was already important before the pandemic, but this has become even more vital since then. Through difficult circumstances, the team has grown together.

I want to continue to build an open platform where people are encouraged to submit new ideas and contribute via their strengths and communicate about the best way to be for global cooperation and in addressing the competition. Intrinsically, everyone is motivated to do their best, so people are allowed to find their way to excel, while enjoying their work with autonomy and purpose. Everyone who wants to can develop, learn and grow within our company. I know this is not the standard with all companies, and so this is something that is quite amazing that I want to highlight. Ultimately, our growth will help our consumers as well, so that they can be happy that we aided them in achieving their goals; it’s not about the product in the end, it’s about the consumer.

*Reduced-Risk Products: Products with the potential to reduce the health risks associated with smoking