Serbian President Aleksandar Vucic wrapped up a visit to Japan
on September 17 with a pitch to Japanese companies to expand
operations in his country, highlighting Toyo Tires’ growing footprint as a showcase of Serbia’s investment
appeal.
As bne IntelliNews has argued, Serbia and the Western
Balkans are emerging as attractive destinations for foreign direct investment (FDI),
driven by post-pandemic recovery and rising costs in Central
Europe.
Vucic met executives of Toyo Tire in Tokyo, discussing plans to
enlarge the company’s Serbian operations, including a research and
development centre and additional capacity at its plant in the
northern town of Inđija. The factory, opened in 2022, was Toyo’s
first in Europe and has since become the focus of its regional
operations.
“By investing in their factory in Inđija, the first Toyo
production in Europe, they showed confidence in our country,” Vucic
wrote in a post on Instagram. He added that Serbia would “do
everything to provide stable business conditions and predictable
access to key markets” despite new trade barriers.
Toyo, which announced late last year it would shift its European
headquarters from Germany to Serbia by end-2025, also plans to
relocate its research centre there by 2027. The company has said Serbia’s
location, skilled labour force and trade agreements make it an
attractive production base for both Europe and the United
States.
The president also attended a presentation on Serbia’s
investment potential in Tokyo, telling Japanese executives that the
Balkan state offers an educated workforce, modern infrastructure
and strong incentives for manufacturers. More than 30 Japanese
companies currently operate in Serbia, mostly in the automotive, electrical and manufacturing industries.
Marko Čadež, head of Serbia’s Chamber of Commerce and Industry,
said Japan’s shift toward the European market was opening new
opportunities. “The world is changing rapidly, global supply chains
are being redefined, and if you want to be present in Europe – you
have to have your production in Europe. Serbia … is one of the most
attractive destinations for such investments,” he told state
broadcaster RTS.
Serbia is counting on fresh Japanese capital to sustain record
foreign direct investment inflows. Trade Minister Jagoda Lazarević
noted this week that the Japan External Trade Organisation (JETRO)
is expected to reopen its Belgrade office, which she said would
accelerate new projects.
During his visit, Vucic also met Emperor Naruhito and Prime
Minister Shigeru Ishiba and thanked Japan for supporting Serbia’s
preparations for the 2027 World Expo in Belgrade.
© 2025 bne IntelliNews, source Magazine