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September 25, 2022
ARTS & LEISURE

JTI, promoter of the Japanese cultural heritage in Romania



JTI is a major multinational company present in Romania, since 1993, and the first international tobacco company to set up a manufacturing facility in the country back in 1994.
In fact, with a total investment of over EUR 100 M and 1.000 employees, JTI stands out as the most important Japanese investment in Romania. The company is also a pioneer in Corporate Social Responsibility and a promoter of the Japanese cultural heritage in our country

Japanese spirit and passion about the things done well is present all over in JTI. If JTI started business in Romania by importing cigarettes from Germany, from 2009, the tables turned. Today, the factory exports 3/4 of its production not only to Germany, but in about 50 countries all over the world.
This, due to the fact that the production facilities set up in Pipera, in Bucharest are perceived as a center of excellence in JTI group for the quality of execution,
being guided by the KAIZEN principles, a Japanese performance management system. The factory is the only one in Romania to be certified “5S – Best in Class”, a main KAIZEN principle, a methodology of workplace organization and, at the same time, a management tool that encourages enhanced productivity and employees safety.
The certification was received in 2009 from Masaaki Imai, Kaizen philosophy’s pioneer, who was present at that time in Romania for the ceremony.
In the community, JTI is a promoter of the Japanese cultural heritage, Japanese literature evenings at Humanitas bookstores being one of the lattest exaples. The Romanian-Japanese Studies Center (RJSC), which celebrated eight years of activity in 2013, is continuously sponsored by JTI, benefiting of the support of Japanese Embassy in Bucharest. The Center hosts Japanese language and literature classes, ikebana workshops, teaceremony lessons or important events as “Japanese Cultural Days Festival” and celebration of Japan National Day (Emperor’s Day). JTI supports also the Tea House Project, which will be inaugurated at the National Museum of Arts and is planning
the rejuvenation of the Japanese Garden in Herastrau Park.
JAPANESE VOLUNTEERS, THE HEART OF THE INTERNATIONAL THEATRE FESTIVAL IN SIBIU
„A community can not exist without spirituality”, declared Constantin Chiriac, the International Festival Theater in Sibiu (FITS) Director. Since 2007, JTI is partner of this festival, one of the most important in Europe.
In 2013, the Festival celebrated 20 years, by launching “The Walk of Fame”, designed as a permanent place for celebration, recognition of contribution and a tribute to cultural and art encounters. “The Walk of Fame” project has now its unique personality and became a new artistic attraction. With the occasion of inaugurating Sibiu Festival
Walk of Fame plaques, Nakamura Kanzaburo XVIII was awarded among the most important international cultural personalities.
”It is great to see the good friendship and partnership between The Romanian and Japanese Theater. The Kabuki Nakamura Kanzaburo XVIII was commemorated in such a ery elegant way and this is a great honor for Japan and Japanese people”, stated His Excellency, Mr. Keiji Yamamoto, the Japanese Ambassador in Romania, with the occasion of „The Walk of Fame” inauguration.
The anniversary was marked also by an event that carried a short history of the festival and a large public recognition of the most important artists which contributed to the development of this huge phenomenon in Sibiu. JTI awarded an excellence diploma to Sir Jonathan Mills, Director of Edinburgh International Festival.
The Japanese contribution to the Sibiu International Theatre Festival was, in 2013, the most significant – EUR 1 M and Japan participated with the biggest number of volunteers.
But this was not the first time when Japan played a very important role within the Theatre Festival in Sibiu.
In 2008, the first Kabuki large scale performance ever organized in Eastern Europe, was hosted by Sibiu Festival, with JTI support. As Mr. Nobumitsu Takamatsu, cultural attache of Japan Embassy in Bucharest wrote recently in a letter addressed to JTI, the muchacclaimed Kabuki production of Nakamura Kanzaburo, laid the foundation for the future collaboration.
„Among the 70 countries participating in the Festival, Japan and JTI’s names were in the limelight of theatrical and cultural world”, added Mr. Nobumitsu Takamatsu.
“DOING BUSINESS IS NOTHING BUT A SERIES OF ENCOUNTERS…”
„Over the years, JTI has ranked as one of the most reliable partners of the Embassy of Japan in Romania. Through its constant efforts and activity, JTI Romania succeeded in making its name the synonym of high quality and professionalism not only in its business activity, but also in the area of culture and arts. Judging from our long and fruitful partnership, we can say that JTI’s involvement in a number of important projects represented an important contribution to arising the public awareness of the Romanian public towards the values of culture and arts in general and the Japanese culture in particular”, concluded Mr. Nobumitsu Takamatsu.
Maybe it would be important to mention that JTI Encounters, which is a national cultural trademark, this year at the 14th edition, has its roots in JT philosophy, JTI’s parent company: „Doing business is nothing but a series of Encounters with people, with nature, with art

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