During the Winter Olympic Games held in Torino, Italy, I was making my monthly round of

business trips to America, Germany, Italy, and The Netherlands. 

Prior to my departure from Japan, there were many reports from the Japanese media of how

successful the Japanese Olympic Team was going to be, so I was really looking forward to

the Olympics.  But in reality the team’s results were very bad. 

One of the problems I think had to do with the Japanese media and Japan Olympic Committees

building up hype surrounding the team, and announcing that they would bring many medals

back to Japan.  Japan sent 112 members to the 2006 Torino Winter Olympics, all of whom had

dreams of winning gold, but in the end their dreams were met with disappointment.  

At least at the end Shizuka Arakawa brought home a gold medal in women's figure skating.  

Overseas, there wasn't much news coverage about the disappointing Olympic Games the

Japanese team was experiencing.  Whenever there was a bit of news about Japan, it was about

how an arrogant young Japanese Olympic snow boarder embarrassed himself and how

"Meido Cafe" was becoming a popular place for young people in Tokyo to hang out at. 

I was a little disappointed.  

This month's business trip, being my 6th straight consecutive monthly visit to Europe and America,

I have started to notice that the invigorated feeling I used to have when I would travel throughout

Europe and America has faded and the scenery now all looks the same to me.  

I also thought about how to gradually address problems among people in Japan, Europe, and the

United States. 

Of course, language is always a hindrance, but I feel that there are also walls within ourselves.

From April, Yamashin will begin its 52nd business term. With the goal of increasing awareness of 

one another’s cultures and fostering a mutual respect and understanding of one another,

once every quarter we will hold Global Marketing Meetings in Japan, the US, or Europe

 (Japan in April, Europe in July, Japan in October, and the US in January).  

I would like to check on how our business plan is progressing, examine our business tactics

(including product development), and create a unified global sales strategy. 

In addition, we will review the development of our local marketing engineers. 

I hope to have candid discussions to overcome language problems and mental barriers.  

If we are to work globally with different cultures and customs, it is extremely important to foster

mutual understanding.  There are things which are natural to do in Japan but not in other countries. 

Even if I think something is right, it might not be to other people. 

In the same spirit of the Olympic Games, I think it’s important for us to understand one another and

have an open attitude.

I thank you for your continued patronage of YAMASHIN.  

Atsuhiko Yamazaki

President

YAMASHIN-FILTER Corp.