C I N T R A F O R
Special Paper Abstract
Housing Export Opportunities to Japan: A Synopsis of a National Conference,
Seattle WA, September 1996. (64pp) SP24 $10.00
On September 12 and 13, 1996 the Housing Export Opportunities to Japan conference was held in Seattle, Washington. Developed at the suggestion of U.S. Ambassador to Japan Walter Mondale, the Conference provided information about supplying materials to Japan's housing market. In an effort to reduce the costs of housing by one-third by the year 2000, the Japan Ministry of Construction is deregulating housing and building materials markets to allow more imports into the country. The opportunity for increased export growth to Japan is no longer a forecast: statistics reveal substantial gains in exports of manufactured products, including prefabricated homes. This opportunity will attract new participants and it is important that they have the information they need and understand the degree of commitment it will take to succeed in this important market.
With Ambassador Mondale's support and his role as a key speaker, the Conference featured many important participants including representatives from the U.S. Embassy, government agencies, industry associations, and U.S. based exporting companies. Representatives from Japan, including the Ministry of Construction, associations, and private homebuilders attended and were integral to the Conference as speakers and participants.
The speakers brought together expertise never assembled before With many of the presentations provided by business people with little time to write scholarly papers, it seemed appropriate to capture the essence of this conference in a synopsis for wider distribution. The Center for International Trade in Forest Products at the University of Washington, co-host of the Conference, presents this summary of the major points that were raised during the Conference. Given the time pressures on the participants it is hoped that this fairly short summary is useful and does not do an injustice to the many important points raised by the presenters. The success of the Conference will very likely lead to future conferences to provide market and policy updates for those in the housing export industry.
Program Agenda
II. Overview of Deregulation
Moderator:
Jim Parker, Deputy Administrator, Commodity & Marketing Programs, U.S. Foreign Agricultural Service
Housing Initiative - Deregulation
Mr. Shoichiro Umeno, Executive Director, Housing Urban Development Corporation, Tokyo
Deregulation and Opportunities for Wood Products
Larry Blum, Director, U.S. Foreign Agricultural Service
Deregulation and Opportunities for Non-Wood Building Materials
George Mu, Minister-Counselor for Commercial Affairs, U.S. & Foreign Commercial Service
III. Session: Overview, Japan Housing Markets History and Market Segments
Paul Boardman, Director, American Forest & Paper Association, Japan Office
Product Segments, Growth of U.S. Value-Added Exports to Japan and Statistics
Bruce Lippke, Director, Center for International Trade in Forest Products, University of Washington
Housing Design Issues
Roger Williams, Vice President and Principal, Mithun Partners
IV. Luncheon Address:
Master of Ceremonies: Robert Hunt, President, Western Wood Products Association
Address by Frank Michiels, President, Michiels International, Inc.
V. Session: Case Studies:
Strategic Issues Moderator: Mark Dries, Agricultural Attache, U.S. Foreign Agricultural Service, U.S Embassy, Tokyo
Japan’s Economic and Political Environment
Dick Courtney, Vice President and Senior Economist, Bank of America, San Francisco
Housing and Materials Cost Comparisons: U.S. vs. Japan
Tom Ossinger, President, U.S. Construction Link
VI. Case Studies: Housing Projects
Moderator: Ed Elias, Managing Director of International Marketing Division, APA - The Engineered Wood Association
Chiyo New Town, Kita Kyushu
Peter Anderson, President, Bay Pacific Construction, Inc.
Historical Experience from Summit House and Super House Projects
Yuji Noga, President, Issiki Architects
Design Experiences with the Saitama Project
William Bain Jr., FAIA, RIBA, Partner, NBBJ Architects
Japanese Builder Perspective
Matsuki Mihara, Counselor-Director, Tokyu Home Corp.
Project Experience with Meeting Building Codes
Charles Barnes, Japan Representative, APA - The Engineered Wood Association
VII. Dinner Address:
Remarks by:
Jim Fitzgerald, President, Japan America Society of Washington
Bruce Lippke, Director, Center for International Trade in Forest Products
Mike Lowry, Governor, State of Washington
The Honorable Walter F. Mondale, U.S. Ambassador to Japan
Day Two
VIII. Concurrent Sessions:
Session A: Design Considerations
Moderator: Jerry Finrow, Dean, College of Architecture and Urban Planning, University of Washington
Panel Members:
Roger Williams, Mithun Partners
Tetsu Itara, Unicon
Peter Anderson, Bay Pacific Construction, Inc.
Makoto Sugano, Pacific Housing Materials and Design
Session B: Residential Construction Technology in Japan
Moderator: Jim Birdsong, Vice President of International Affairs, National Association of Home Builders
Panel Members:
Dwight Hikel, Shelter Systems, Ltd.
Joe Honick, GMA/International
Mark Anderson, Bay Pacific Construction Inc.
Ron Nyberg, Miles Homes
Session C: Materials and Distribution
Moderator: Greg Schellberg, President, The Evergreen Partnership
Panel Members:
Ted Tanase, Pacific Housing Materials & Design
Bob Harrison, Western Pacific Building Materials
Mike Suzerris, Seahurst Building Materials
Jack Cahill, Pac Rim Building Supply
IX. Session: Market Strategies Overview: Trade Assistance Organizations
Moderator: John Child, Minister-Counselor for Agricultural Affairs, Tokyo Embassy
The History and Future of Wood Housing in Japan
Hisashi Matsuno, Director, Housing Products Division, Housing Bureau, Ministry of Construction
The Role of Trade Associations and Agency Promotion
Presentations by Supporting Associations
Paul Boardman, American Forest & Paper Association
Emiko Yoshise, American Hardwood Export Council
Ikuo Yamaguchi, Southern Forest Products Association
Junichi Shibatani, Oregon State Economic Development Department
Mark Calhoon, Washington State Community, Trade and Economic Development
Ikuo Yamaguchi, Western Wood Products Association
Wood Moulding & Millwork Producers Association
The Department of Commerce Services for U.S. Exporters to Japan
The Evergreen Partnership
The Japan External Trade Organization
X. Overview: Market Approaches
Moderator: Philip Agress, Director, Office of Trade Policy, U.S. Dept. of Commerce
Ley Soltis, General Manager - Asia, Marvin Windows
XI. Summary and Closing Remarks
Steve Lovett, Vice President, Forest and Wood Products, American Forest & Paper Association
Appendix
Bruce Lippke, CINTRAFOR, Export Statistics Slides