Who are the people behind EU-Japan trade missions, cultural events, joint innovation, and dialogue? What is their story and how did they become involved in developing international cooperation?

The EU-Japan Centre for Industrial Cooperation is happy to introduce the 8th installment in a series of articles introducing the individuals and organizations making EU-Japan collaboration a reality – an interview with Mrs. Andreia Brizido, General-secretary of the Japanese-Portuguese Chamber of Commerce and Industry (CCILJ). 

Andreia Brizido, General-secretary of the Japanese-Portuguese Chamber of Commerce and Industry (CCILJ)

Q: What is your professional background? How did you first get in contact with Japan and its culture?
Andreia: From a young age, my curiosity about different cultures led me to pursue a degree in Modern Languages and Literatures, specializing in Portuguese and German. Alongside my academic focus, I developed early skills in data organization, event planning, and public relations, which have guided my professional path. My first encounter with Japan and its culture sparked a deep fascination, prompting me to seek professional opportunities related to Japanese culture.

Q: For almost 17 years, you have been working as the General-Secretary at the Portuguese-Japanese Chamber of Commerce (CCILJ). Can you tell us about your mission and main activities as an organization?
Andreia: Our main mission is to facilitate and enhance the commercial relations between Portugal and Japan. We strive to support our members in entering or consolidating their presence in both countries by working closely with them. Through our efforts, we provide resources, create valuable networks, and help reduce individual costs in the process of their internationalization. Our role is to bridge the two markets and help our members thrive in this unique and dynamic business environment.

Q: What were some significant challenges or successes that you experienced during your time at CCILJ?
Andreia: During my time at CCILJ, I faced several challenges, particularly the decline in Japanese companies' presence in Portugal since the 80s and 90s, due to the centralization of operations in other European markets. This led to a decrease in the dominance of Japanese brands as competition from other Asian brands grew.  We turned this challenge into an opportunity by focusing on engaging with the Japanese consumer base. We also supported Portuguese exporters, especially in sectors like Food & Beverages, by offering resources, networking opportunities, and facilitating access to the Japanese market, strengthening trade relations and creating new opportunities. A major success was the Japan Festival in Lisbon, where we worked to raise awareness of Japanese culture, products, and brands, attracting not only Japanese fans but also the general public. This event helped reignite interest in Japanese products and brands in Portugal.

Q: How does CCILJ help Portuguese companies expand into the Japanese market? What is your advice to companies hoping to do so?
Andreia: CCILJ plays a key role in helping Portuguese companies enter the Japanese market through its expertise and organizing business missions. These missions include customized agendas for in-person visits to Japan, allowing companies to connect with potential buyers and partners while showcasing their products to a wider audience. In the past, we have benefited from various incentive projects, including European Union-funded export programs that provide partial funding for businesses looking to explore new international markets. These funds are specifically designed to support Portuguese companies in their internationalization efforts, making it easier for them to establish a foothold in markets like Japan. One area where we've seen significant success is in the Food and Beverage sector, particularly with products such as wine, pork, and olive oil. These sectors align well with the demands of the Japanese market, and the funds have been highly effective in helping companies reach Japanese consumers. For companies looking to enter the Japanese market, our advice is to seek strategic, specialized partners and study Japan’s cultural and business landscape. Building strong relationships is key, so it’s important to visit the market (probably more than once), as trust is a vital element of Japanese business culture.

Q: As a dual entity, how do you see the approach of Japanese companies to reach the Portuguese market?
Andreia: At CCILJ, we take a realistic approach to Japanese investment in Portugal. While Portugal and Japan share deep-rooted cultural and economic ties spanning over 480 years, Japanese companies often perceive Portugal as a small and peripheral market within Europe, which naturally limits large-scale investment.
Understanding these challenges, CCILJ focuses on niche sectors of activity where Portugal holds a competitive edge. Rather than promoting Portugal as a broad investment destination, we highlight specialized industries that can attract Japanese foreign investment or encourage Japanese companies to establish operations in Portugal as a strategic gateway to Europe. This approach leverages Portugal’s strengths to create meaningful opportunities for collaboration while positioning the country as an entry point into the EU’s single market.

Q: Do you focus on certain regions in Japan and Portugal during your work and what is the importance of regional cooperation in Japanese Portuguese relations?
Andreia: In reality no. However, we do prioritize locations where there are already sister cities, such as the sister city relationship between Nagasaki and Porto.

Q: Does the membership to the European Union help Portuguese companies do business in Japan? How so?
Andreia: Surely. One of the key benefits is the Economic Partnership Agreement (EPA) between the EU and Japan, which facilitates trade by reducing tariffs and simplifying regulations. This agreement makes it easier for Portuguese businesses to access the Japanese market, enhancing trade relations and creating more opportunities for growth and collaboration between the two countries.

Q: What would you say is the current extent of general knowledge about Portugal in Japan? With the Osaka Expo coming up, what kind of image do you hope to showcase of Portugal to the visitors and potential Japanese partners?
Andreia: The general knowledge of Portugal in Japan is relatively high, mainly due to historical and cultural ties that date back over 480 years. However, there is still room for improvement in positioning Portugal as a modern and dynamic economy within Europe.
The Osaka Expo 2025 presents a significant opportunity to enhance Portugal’s visibility by showcasing:

• Innovation and sustainability as key drivers of economic growth.
• A blend of tradition and modernity, highlighting Portugal’s unique identity.
• Strengths in sectors such as tourism, technology, and sustainable development.

By leveraging this global platform, Portugal can reinforce its strategic relevance and attract greater interest from Japanese businesses and consumers.

Q: Would you like to highlight or promote any projects, either past or upcoming, that might be interesting for our subscribers?
Andreia: We have several incentive programs available, including European Union-funded export initiatives that provide partial funding to Portuguese businesses seeking to expand into international markets. One notable example is Portugal@Nihon, which has supported over 30 Portuguese companies in entering the Japanese market. These programs are specifically designed to facilitate the internationalization of Portuguese businesses, helping them establish a strong market presence in Japan.
Another major success was the "Cozy Couple: Natural Cheese and Olive Oil from Europe" campaign. Led by the Portuguese Chamber of Commerce in Japan and co-financed by the European Union, this initiative aimed to increase awareness and exports of Portuguese olive oil and cheese in Japan. The campaign successfully reached over 4.3 million Japanese consumers, engaging with media, HORECA, and wholesalers over a two-year period.
Focusing on the Kansai region, a key economic hub, the campaign included events, online content, and chef collaborations to generate demand, as well as trade fairs and seminars to facilitate B2B connections. In Portugal, one of the largest Japan-related events is the Japan Festival in Lisbon, which will be held on June 28, 2025. Organized by CCILJ and supported by the Lisbon City Council, this festival is dedicated to promoting Japanese culture, products, services, and brands. Last year, the event attracted over 20,000 visitors, bringing together both Japanese culture enthusiasts and the general public. It plays a key role in strengthening awareness and interest in Japanese brands among Portuguese consumers.

Q: As a final question, how do you see the current relations between Portugal and Japan in the forthcoming years?
Andreia: Japan is, unsurprisingly, extremely well regarded by the Portuguese, and this positive perception lays a strong foundation for smooth and productive relations between the two countries. However, the extent to which these relations will materialize in terms of trade will depend on global dynamics, particularly the current uncertainties in international commerce.
I believe the potential for stronger trade and deeper collaboration is high, which will further strengthen the ties between Portugal and Japan in the years to come.

Thank you very much Andreia, for your availability and enthusiasm in this interview, it has been a real pleasure! (Interview received in February 2025)

Curious about the previous interview with Marta Szczygiel, the Head of the Foreign Trade Office in Tokyo at the Polish Investment and Trade Agency? Click here!