Business Talk with Shun Takagi, Product Manager & Corporate Sales Manager, Brother International Philippines Corp.
Driving Growth with High-Value Products and a Robust Sales & Support Network.
Taking on a New Business as the “Next Pillar of Growth” Through New Product Launches
Mr. Shun Takagi
Product Manager, Corporate Sales Manager, Brother International Philippines Corp.
Brother is a globally recognized brand in the printer industry. As its Philippine subsidiary marks 25 years since entering the local market, the company is now embarking on a new phase of growth. The launch of the spot cooler “Pure Drive” is more than the introduction of a new product. It reflects Brother’s strengths, its strategy in the Philippine market, and its corporate philosophy, “At your side.” We spoke with Mr. Shun Takagi, the company’s only Japanese national on the local team, to gain insight into this new challenge.
Philippine Primer
How would you describe your company’s position within the Brother Group?
Mr. Takagi
Brother Industries, Ltd. was founded in Aichi Prefecture in 1908. The company began as a sewing machine repair business, later expanding into manufacturing sewing machines, and eventually developing technologies for typewriters and printers. While printers are now the company’s core product, Brother also offers a wide range of solutions, including machine tools and industrial printers.
One defining characteristic of Brother is its high overseas sales ratio, approximately 90% of total sales now come from international markets. The company has manufacturing and sales bases across Asia, including China, Vietnam, and the Philippines. Among these, the Philippines holds a strategically important position as one of the few locations with both a manufacturing company, Brother Industries (Philippines), Inc., and a sales company, Brother International Philippines Corp.
Philippine Primer
How has your business developed in the Philippine market?
Mr. Takagi
Brother International Philippines Corp. was established in 2001 and will celebrate its 25th anniversary next year. Our operations have been driven by two key pillars: expanding sales and increasing our regional presence. With the exception of the pandemic period, we have consistently grown our sales since establishment. In particular, we believe we have earned strong market trust in the inkjet printer segment.
During the pandemic, the rapid shift to work-from-home arrangements and online education led to a surge in demand for A4 inkjet printers. In the Philippines, these printers are widely used not only in homes but also for business purposes, including document submissions and government applications. Although global logistics disruptions temporarily affected supply and sales volumes, our supply chain gradually stabilized after 2021, allowing both revenue and unit sales to return to a growth trajectory.
One of our key priorities in the Philippine market is maintaining close relationships with customers. Guided by our global slogan, “At your side,” we focus not only on sales but also on after-sales support, ensuring that customers can use our products with confidence.
From a sales perspective, we operate seven branches nationwide to provide prompt support even in provincial areas, with plans for further expansion. We also maintain long-term partnerships with our distributors. Some relationships span more than 20 years. By working closely, we carefully expand our sales network while protecting Brother’s brand value.
Our current strategy in the Philippines centers on product development that aligns with local environmental challenges and industrial structures. For example, our labeling printers are deployed with specific use cases in mind, such as data centers and shipping facilities. Beyond hardware sales, we offer “special solutions,” including system integration and customization. This localized, solutions-driven approach is one of our core strengths.
Philippine Primer
Could you tell us about the new product launch and its significance?
Mr. Takagi
Brother products are known for their unique technology and excellent cost performance. Customers consistently evaluate our products as offering excellent value for money—high performance at a reasonable price. This, combined with a solid sales structure and attentive after-sales support, underpins Brother’s competitiveness.
Our newly launched product, Pure Drive, is a spot cooler, a completely new category for Brother, distinct from printers and sewing machines. It was developed as a solution to rising temperatures and growing environmental awareness. Its most distinctive feature is its evaporative cooling system, which uses water instead of refrigerants. This significantly reduces environmental impact, eliminates exhaust heat, and cuts power consumption by approximately 70–90% compared to conventional spot coolers.
The primary target market is localized cooling for workers in large spaces such as factories and warehouses. It can also be used at indoor and outdoor events, gyms, and other locations where room air conditioning is ineffective. Designed to cool multiple people with a single unit, it contributes to improved working environments. Priced at approximately Php 65,000, it is highly competitive compared to similar products. We hope it will be widely adopted as a new option that balances comfort and environmental performance in the Philippine market. Interested parties are welcome to contact us.
Philippine Primer
What are your medium-term plans moving forward?
Mr. Takagi
Our medium-term goal is to stabilize our existing core businesses while establishing a “next pillar” for growth. In the printer segment, we aim to further strengthen our focus on business solutions, including contract-based services for corporate clients. At the same time, we plan to grow non-printer businesses as new growth drivers.
In particular, we intend to enhance our proposal capabilities for manufacturing and logistics sites through business-oriented products such as Pure Drive and labeling printers, positioning ourselves as a comprehensive “business solutions company.” Localization will also be critical, not only in sales and service, but in product proposals, specifications, and system integration, to meet the unique needs of the Philippine market.
Demand for software integration has also been increasing. By working closely with our headquarters in Japan and offering customized solutions tailored to local companies, we aim to deliver even greater added value.
Philippine Primer
What is your focus in human resource development?
Mr. Takagi
In Japan, progress reporting and schedule management are standard practices. In the Philippines, however, these processes are not always carried out proactively, often requiring frequent reminders. Differences in work styles and values are evident. Managing overall operations, including coordination with external partners, can be particularly challenging and requires ongoing training.
Nevertheless, we strive to instill Brother’s corporate philosophy of “At your side” throughout our operations. Together with our employees and partners, we aim to build a structure that consistently delivers reassurance and satisfaction to our customers.
We also organize various employee activities, such as Christmas parties and family days where employees’ families are invited. These events are well-received and help foster motivation and engagement in daily work.
About Mr. Shun Takagi
Originally from Kanagawa Prefecture, Mr. Takagi graduated from the Faculty of Economics at Osaka University and joined Brother Industries, Ltd. as a new graduate. He worked in product planning, contributing to the development and product strategy of inkjet printers and mobile applications. In 2023, he assumed his current role in the Philippines, where he serves as the only Japanese national in the organization.
Hobby
Mr. Takagi enjoys cycling. Although he has not had much time for it recently, he has previously gone on long rides reaching as far as southern Luzon.
Professional Philosophy
In his work, Mr. Takagi places great importance on understanding the personality and circumstances of others and communicating in the most appropriate manner. He believes this approach closely reflects Brother’s “At your side” philosophy.
To know more about The Japanese Chamber of Commerce and Industry of the Philippines, you may visit www.jccipi.com.ph.
