{"id":8532,"date":"2025-08-01T09:00:12","date_gmt":"2025-08-01T01:00:12","guid":{"rendered":"https:\/\/primer.com.ph\/business\/?p=8532"},"modified":"2025-08-01T09:17:17","modified_gmt":"2025-08-01T01:17:17","slug":"business-talk-with-koichiro-onoe-yamaha-music-philippines-inc-president","status":"publish","type":"post","link":"https:\/\/primer.com.ph\/business\/business-talk-with-koichiro-onoe-yamaha-music-philippines-inc-president\/","title":{"rendered":"Business Talk with Koichiro Onoe Yamaha, Music Philippines Inc. President"},"content":{"rendered":"

Advancing the Music Market in the Philippines\u2019 7,000 Islands with a Focus on \u201cDepth\u201d<\/strong><\/p>\n

In 2023, Yamaha founded the local subsidiary Yamaha Music Philippines Inc. <\/strong>to embark on serious market development. Leading the launch is President Koichiro Onoe<\/strong>, who considers himself a \u201cpioneer leader\u201d with rich overseas experience. We spoke with President Onoe about how the company aims to grow brand presence and build a sustainable business amid the complexities of culture, business customs, and logistics in the Philippine market.<\/p>\n

\"\"<\/p>\n

Yamaha Music Philippines Inc President Koichiro Onoe<\/em><\/span><\/p>\n

Philippine Primer:
\n<\/strong>What prompted the establishment of Yamaha Music Philippines?<\/em><\/p>\n

Mr. Onoe<\/em>:<\/strong>
The Philippines is a country where music is deeply rooted in daily life. Influenced first by the Spanish colonial era and later by American entertainment, there is a strong affinity for Western music. Furthermore, among ASEAN countries, it is unique in having English as an official language, where there are less restriction over music playing, making it an ideal environment for the musical instrument business.<\/em><\/p>\n

Previously, for over 50 years, Yamaha entrusted the import and sale of its products to local distributors. However, by establishing a local subsidiary and directly conducting business closer to customers, we believed we could achieve significant growth by strengthening those connections.<\/em><\/p>\n

In the Philippines, there are currently three \u201cYamaha Stores\u201d exclusively carrying Yamaha products, each run by partners. But since standalone stores require substantial investment, we\u2019re also putting effort into efficient deployment by setting up Yamaha corners in partner retailers. We believe it\u2019s important to create many places where people think, \u201cIf I come here, I can experience Yamaha.\u201d<\/em><\/p>\n

Philippine Primer:
\n<\/strong>What is your focus in sales strategy?<\/em><\/p>\n

Mr. <\/em>Onoe:<\/strong>
Musical instruments are certainly not inexpensive. Unless people physically handle them, produce sound, and experience their value firsthand, true quality and worth won\u2019t come across. Whether guitar or piano, the most emotional moment is when the first note sounds.<\/em><\/p>\n

Yamaha is still a newcomer in the Philippine instrument market. Our first step is to increase the number of partners and expand distribution channels, while enhancing \u201cdepth\u201d\u2014not merely displaying products, but providing customers with opportunities and venues to experience Yamaha items suited to their individual needs, and extending the product lifecycle through increased access to maintenance. To connect with customers \u201cbroadly, deeply, and for the long term,\u201d it’s crucial to develop many partners capable of promoting Yamaha\u2019s appeal on the ground in our stead.<\/em><\/p>\n

We offer a wide range of product categories, and it\u2019s necessary to create optimal trial and distribution frameworks for each. One method won’t work for all products. Though it takes time, building carefully this way will give us strengths that are not easily replicated.<\/em><\/p>\n

Philippine Primer:
\n<\/strong>How is music education in the Philippines?<\/em><\/p>\n

Mr. <\/em>Onoe:<\/strong>
In the Philippine music education, opportunities for instrumental performance are limited. Yamaha has the \u201cSchool Project,\u201d which supports the development of \u201cnew music classes\u201d in public education, aiming to nurture children worldwide through music and instrumental activities. In partnership with the Davao Department of Education, we piloted recorder education in elementary schools last year.<\/em><\/p>\n

In sound equipment, beyond providing products, we hold seminars to share practical knowledge with local users. Last year, we conducted those seminars in Davao and Cebu, which were greatly appreciated in those regions, where such opportunities are rare. Our aim is to share Yamaha\u2019s sound-making know-how and expand the appreciation of music.<\/em><\/p>\n

Philippine Primer:
\n<\/strong>Tell us about your operational structure.<\/em><\/p>\n

Mr. <\/em>Onoe:<\/strong>
Currently, we have four Japanese employees and 23 local staff. Naturally, with more local staff, most of our operations are carried out by them. While English fluency in the Philippines is a great advantage, accurately conveying intentions can be hindered by cultural differences, leading to misunderstandings and inefficiencies.<\/em><\/p>\n

To understand cultural differences, Hofstede\u2019s Cultural Dimensions Model is often referenced. It measures six axes\u2014\u201cpower distance,\u201d \u201cindividualism vs. collectivism,\u201d \u201cuncertainty avoidance,\u201d \u201cachievement orientation,\u201d \u201clong-\/short-term orientation,\u201d and \u201cindulgence vs. restraint.\u201d Japanese are globally high in uncertainty avoidance, preferring foresight, rules, and thorough preparation. In contrast, Filipinos score moderate to low in uncertainty avoidance, with strong collectivism and short-term orientation, displaying a Latin-like spirit\u2014preparations may be delayed, but a last-minute surge of effort compensates. There are positives and negatives in each, but it\u2019s something Japanese cannot imitate.<\/em><\/p>\n

I believe we should discard the idea that Japanese are the standard and other countries are exceptions. Rather, Japanese may be the extreme, while Filipinos are actually closer to the global standard. Acknowledging cultural and value differences and blending their strengths is vital for organizational development.<\/em><\/p>\n

Also, in talent development, understanding the \u201cwhy\u201d and context behind tasks is important. For example, when setting up equipment for an event, unless people understand the purpose\u2014\u201cto deliver great sound and move our audience\u201d\u2014tasks can become superficial and unsustainable.<\/em><\/p>\n

Philippine Primer:
\n<\/strong>What are your expansion plans going forward?<\/em><\/p>\n

Mr. Onoe<\/em>:<\/strong>
I don\u2019t believe in any magic formula that multiplies sales easily. Understanding and appreciating our products leads to repeat purchases and word-of-mouth, which expands the market. Our growth strategy is to steadily build a foundation and eventually form a strong organization no one can imitate. We\u2019ve been established for two years\u2014just like being at first station on a mountain climb.<\/em><\/p>\n

I see myself as a \u201cleader of advance troops\u201d in the launch. Building culture takes time. \u201cNo magic. You have to take steady steps one by one.\u201d Making today work well is the only way to build the future.<\/em><\/p>\n

At the same time, I believe it\u2019s important to blend Japanese and Philippine cultures. Together with our local staff, we want to build an organization and culture that can only exist here. That\u2019s my intention.<\/em><\/p>\n

About Koichiro Onoe<\/span><\/strong>
He spent his childhood in the UAE and his high school years in Houston, Texas, before graduating from Yokohama National University and joining Yamaha Corporation in 2001. After starting in electronic-precision sales and completing Spanish-language training, he was posted to Panama (overseeing Latin America) and Dubai (covering the Middle East, Africa, and CIS), later joining the internal audit team before assuming his current role in 2023. A fan of local \u201cB-grade\u201d gourmet food and mini 4WD racing, he jokes, \u201cI have instruments at home, but everyone at work is so skilled\u2014I can\u2019t really say I play them.\u201d His motto: \u201cThere\u2019s no magic\u2014proceed steadily.\u201d He believes every situation has its background and that true change comes from building step by step upon that foundation.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In 2023, Yamaha founded the local subsidiary Yamaha Music Philippines Inc. to embark on serious market development. Leading the launch is President Koichiro Onoe, who considers himself a \u201cpioneer leader\u201d with rich overseas experience.<\/p>\n","protected":false},"author":3,"featured_media":8534,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201],"tags":[415,599,1695,1693,1691,1694],"class_list":["post-8532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-talk","tag-business-talk","tag-japanese-company","tag-koichiro-onoe","tag-philippine-music-industry","tag-yamaha-music-philippines","tag-yamaha-school"],"acf":[],"_links":{"self":[{"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/posts\/8532","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/comments?post=8532"}],"version-history":[{"count":6,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/posts\/8532\/revisions"}],"predecessor-version":[{"id":8546,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/posts\/8532\/revisions\/8546"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/media\/8534"}],"wp:attachment":[{"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/media?parent=8532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/categories?post=8532"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/primer.com.ph\/business\/wp-json\/wp\/v2\/tags?post=8532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}