Switzerland: From Heidi to High-Tech

When people in Japan are asked about their associations with Switzerland, Heidi, Girl of the Alps often comes up as a top answer, even before chocolate, according to a 2003 study. In a survey conducted by cultural scholar Ryo Kohsaka, over 90% of participants recognized Heidi, primarily from the 1974 anime series directed by Isao Takahata, who later co-founded the renowned Ghibli Studios.

An AI created image of "Heidi goes High-Tech"

Now, 50 years on, Switzerland offers much more than just Heidi. As the most innovative country in the world in 2024 for 14 years running, Switzerland is clearly moving beyond its Girl of the Alps image. It's no surprise that Switzerland is leveraging its extensive resources in high-tech developments, transforming its image into that of a high-tech nation and establishing itself as a global leader in innovation.

Brief introduction session "From Heidi to High-Tech" held by the Swiss Business Hub Japan

At San-Ten Consulting, we take great pride in being recognized as experts in the Japanese market by the Swiss Business Hub Japan and Switzerland Global Enterprise. We were delighted to participate in a recent networking event with top leaders from both organizations.

Additionally, we are thrilled to support Diener Precision Pumps and LR-Shipdesign, two Swiss companies, in their business development and market entry in Japan, thereby contributing to the shift in Switzerland's image from Heidi to High-Tech.

Diener Precision Pumps develops and produces high precision pumps for various applications, including medical devices and state-of-the-art IVD analyzers.

LR-Shipdesign contributes to a more sustainable shipping industry by providing shipyards with a novel hull design that reduces fuel consumption by at least 5%.