Japanese Ambassador Endo Kazuya (Photo courtesy of the Japanese Embassy in Manila)
The Japanese Embassy in Manila has noted a growing interest among Japanese firms in exploring opportunities in the Philippines, thanks to the country’s robust economic growth and recent policy reforms.
During the Japanese National Day reception in Taguig City on Thursday, Ambassador Endo Kazuya welcomed the introduction of CREATE MORE—the Corporate Recovery and Tax Incentives for Enterprises to Maximize Opportunities for Reinvigorating the Economy Act. He emphasized that the Philippines’ steady economic expansion, combined with eased foreign investment restrictions, has made the country increasingly attractive to Japanese businesses.
In the consumer retail sector, Endo pointed out that well-known Japanese brands like Uniqlo, Daiso, and furniture and interior specialist NITORI have significantly expanded their footprint in the Philippines. He added that the CREATE MORE law is designed to draw both local and international investors by making the nation’s tax incentive framework more competitive, investment-friendly, and predictable. Enacted in November, the law’s implementing rules and regulations were signed on February 17.
The ambassador also reiterated Japan’s commitment to deepening economic cooperation with the Philippines, highlighting several Japan-supported infrastructure projects such as the Metro Manila Subway, the North-South Commuter Railway, and the Davao City Bypass. He expressed optimism that, as bilateral relations continue to strengthen, Filipino investments in Japan will also rise—especially as Filipino cuisine and services gain popularity in Japan, fostering even closer economic ties.
Beyond trade and investment, Ambassador Endo underscored the burgeoning two-way tourism between the two countries. In 2024, over 800,000 Filipinos visited Japan, while 388,316 Japanese travelers came to the Philippines, placing Japan among the top three source markets for the country’s foreign visitors. He expressed hope that this trend will continue, inviting even more Philippine nationals to experience Japan firsthand.
Looking ahead, the embassy is preparing for a transition to a dedicated Visa Center, which is expected to further streamline the visa issuance process. Although details about the new center have not yet been disclosed, it is part of a broader initiative to boost people-to-people exchanges between Japan and the Philippines.
