Business Talk with Shuhei Sugihara, President & Managing Director of Sony Philippines, Inc.

Sony Philippines ranks among the world’s top markets for large party speakers. With sales of premium cameras and headphones also on the rise, the company recorded significant business growth in the past fiscal year. For Sony Philippines President Shuhei Sugihara, the focus is on the experiences that go beyond the products themselves. He shares his insights into the unique appeal of the Philippine market and Sony’s strategy as an entertainment company.

Philippine Primer
Could you tell us about Sony’s history in the Philippines and its current business performance?

Mr. Sugihara
Sony Philippines was established in 1997 and will celebrate its 30th anniversary in 2027. Since its establishment, the company has operated in partnership with the local Solid Group. Today, our product lineup includes televisions, headphones, large party speakers, cameras, and soundbars. We have approximately 160 employees, only two of whom are Japanese, including myself. Filipino managers who lead each division form the backbone of our business.

Fiscal year 2025 was my first full year as president in which I was responsible for the company’s annual performance. I am relieved that we were able to finish the year with very positive results. We also achieved a substantial improvement in our profit margin.

In a market filled with competitively priced products from Chinese manufacturers, the fact that consumers continue to choose Sony products, which are by no means inexpensive, reflects the changes taking place in the Philippine market. As incomes rise, more consumers are willing to pay not simply for affordability, but for picture quality, sound quality, and the enjoyment they get from using a product.

I have spent much of my career at Sony working in branding and advertising. Although I am now responsible for managing the business, I feel that my experience in building brands and creating connections with customers is proving valuable in this role.

Philippine Primer
How have the products driving Sony’s growth changed over the years?

Mr. Sugihara
In the past, televisions overwhelmingly dominated our business. Today, however, audio products and cameras account for an increasingly larger share of our sales each year.

Televisions serve a practical purpose in everyday life, but cameras, headphones, and large speakers are products that people can live without. The growing number of consumers willing to spend money on these products suggests that living standards are improving and that people have more disposable income to enjoy their hobbies.

We are seeing particularly strong growth in premium headphones, large party speakers, and full-frame mirrorless cameras. Many camera models cost more than Php 100,000 for the body alone. Even at these prices, they are selling well not only among professionals and semi-professionals but also among hobbyists who want to capture beautiful photographs of travel destinations, family moments, or food.

When you photograph people or food using a high-quality camera, the difference in the impact of the images is remarkable. I believe there are still many opportunities to expand the market by responding to these interests and preferences.

For expensive cameras and televisions, where customers want to compare picture quality, physical stores remain the primary sales channel because customers can examine the products firsthand. Headphones, on the other hand, also sell well online because consumers are already familiar with their features and how they feel to use.

Although Metro Manila currently accounts for a large share of our business, the market continues to expand into regional areas such as Cebu.

Moving forward, we particularly want to strengthen our audio and camera businesses. Rather than simply selling products, we aim to introduce more people to the enjoyment of photography and listening to music while reaching new customers and expanding into new regions.

Philippine Primer
How does Sony incorporate the unique characteristics of the Philippine market into its marketing strategies?

Mr. Sugihara
Filipinos have a tremendous love for music. They enjoy karaoke, dancing, and celebrating with family and friends. Large party speakers are a perfect match for this culture.

The Philippines ranks among the world’s top markets in terms of units sold, helping drive this business alongside Latin America.

Before being assigned to the Philippines, I imagined that its market would be similar to those of other Southeast Asian countries. However, after actually living here, I discovered that Filipinos have a cheerful and lively character that also resonates with Latin American culture. Perhaps it is no coincidence that large speakers perform so well in both Latin America and the Philippines.

That is why we do not focus solely on listing product specifications when marketing our products. For large speakers, for example, we place great importance on creating opportunities for customers to physically experience the powerful bass through live performances by artists. We also collaborated with the P-pop group SB19 for a product launch event.

The same approach applies to our other product categories. What matters to us is allowing people to experience the excitement and enjoyment that our products can bring.

We want Sony to continue growing as a brand that is deeply connected to the local market. Of course, we retain our strengths in Japanese quality and Japanese content such as anime. However, rather than simply bringing successful approaches from Japan into the Philippines, we work with Filipino artists and creators to develop experiences that people here can genuinely enjoy.

We believe that creating unforgettable experiences through our products helps build a stronger emotional connection with the Sony brand.

Philippine Primer
What principles guide your management approach, and what are Sony Philippines’ plans moving forward?

Mr. Sugihara
Customers are always at the center of our management philosophy. At Sony, we have a guiding phrase: “Get Closer to People.”

This means getting closer to people and understanding what they enjoy, what they want, and what difficulties they experience. Without that understanding, we cannot deliver products and experiences that truly meet their needs.

Even as a global company, we believe it is important not to apply a uniform approach everywhere, but to create products and experiences together with the people in each local market.

I began working as an advertising producer in Sony’s advertising department in my 20s. Over the years, I gained experience in public relations, global sales and marketing, and brand communications in London.

It was somewhat unusual for someone with a branding background to become a company president, but I believe there are many different ways to climb a mountain. People with different experiences can approach challenges from different perspectives and discover new paths.

Throughout my own career, I have experienced Sony’s distinctive culture of giving people the freedom to take on new challenges.

With an average population age of around 26, I believe the Philippines still has considerable potential for business growth.

We want to bring the enjoyment of music, video, and photography to more young consumers and customers in regional areas.

In the television business, we are also moving forward with a new collaboration that combines TCL’s cost competitiveness and distribution network with Sony’s brand strength and high added value.

Meanwhile, our sensor and camera technologies may also create opportunities for new forms of entertainment in areas such as sports.

Sony is not simply a company that sells consumer electronics. We are an entertainment company with music, films, games, anime, and other forms of content that move people’s hearts.

I hope readers will also enjoy the culture, personal connections, and entertainment experiences that can be appreciated precisely because they are living in the Philippines.

And through the experiences made possible by sound, images, and photography, we would be delighted to connect with and support the interests of our customers.

About Mr. Shuhei Sugihara

Born in Tokyo in 1978, Shuhei Sugihara graduated from the School of Political Science and Economics at Waseda University before joining Sony.

Throughout his career, he has worked as an advertising producer and held positions in public relations, advertising, and global sales and marketing. He also served as head of the Brand and Communications Division in London.

After returning to Japan, he became General Manager of Marketing for Sony’s Audio Business Division before assuming his current position as President of Sony Philippines in 2024.

His hobbies include Muay Thai, surfing, and scuba diving.