An Iron and steel trader
Coping with Land of Samurai’s subtleness
My partners thought it was crazy and waste of time and money to open a branch in Japan, already a steel giant at that time, a steel exporter to almost the entire world, including Brazil.
I had the opposite intuition, based on studies, articles by renowned international experts. I said I would attempt at my own risk.
I sought out law firms in Tokyo that were related to the steel industry; I chose one, called, gave just enough for them to understand my goal; I set up a meeting for 10 days later.
We had contacts and operations with Nippon Steel, Marubeni Corporation, Sumitomo Metal Industries; Usiminas[1] had an office there, since the beginning of its project in partnership with Nippon Steel (1956). Cosipa[2] opened its office in December 1973 or January 1974. Besides, I had and have Nisseis and Sensei’s friends who helped me in the search for potential members of the representation.
From São Paulo to New York, a day of rest, the next morning from NY to Tokyo by JAL, polar route.
I stayed at the Imperial Hotel.
The Law Office gave me guidance and suggestions that were worth a lot and their fees.
With all the information and tips received, the list of traders to look for was long; the negatives were expected by me: Japanese people in good jobs leave their security, fellow friends, to work in a Gaijin company?
With the two that I managed to talk to and let me expose the idea until the end, I made fair and adequate proposals for salary, profit sharing and a reasonable sum in guarantee, in case the project didn’t succeed.
Finally, one agreed, but, of course, he had to have the understanding and consensus of his wife and family.
Resistance.
I ended up inviting him and his wife to dinner at the apartment of one of those Japanese people who were referred to me by friends from Brazil, who were wonderful creatures, always smiling; he helped me and accompanied my odyssey. Excellent result.
Here I will call the future head of the office as Hiroto; a name that has a good meaning: “Great flight”.
In the following days, Hiroto opened a bank account in the name of the office, in which I deposited the necessary amounts. He searched and found a good and suitable space, which he rented, and an assistant, which he found easily. I went to see the office and the assistant: approved with praise.
I asked him to provide cards for me, needed anywhere, indispensable in Japan.
First steps accomplished, back home! On the way back, the polar route from Tokyo to Los Angeles was the best, with a three-hour wait I boarded the Varig straight for Sampa[3].
We kept in touch by email and phone. Four months later, Hiroto tells me that there was already a company with a firm purchase proposal and that my presence was necessary on a meeting such a day, if I remember correctly, in a week or more.
I was at the Imperial three days earlier; Hiroto went to have breakfast with me the day after I arrived: “Flavio San, here are your cards.”.
He asked me if he should come and pick me up for the meeting. I said no, that I would go there by taxi.
The meeting was scheduled for ten in the morning. Grandson of four “mineiros” (how the persons of Minas Gerais[2] are called), I wait for the train at the station[4].
At nine I was at the door, ordered a taxi to the doorman in immaculate uniform and gloves, he bowed, blew his whistle, the doorman opened the correct door, another bow, I entered.
Everything very clean, the chauffeur with the whitest gloves whitest than what the wash machine soaps add promises, linen headrests like that too, on all seats.
The driver turns to me and says “xhokrototitotinimis?”; I understood nothing, whatever he said. I handed him my card; he looked, relooked, examined and … “sbitiratitokuta?”. I pointed to the card.
He left.
In the beginning, I didn’t know much about the city, but I found the path strange, the many turns, and the time passing.
From the hotel to the office, with heavy traffic, it took less than half an hour.
Anguished, and seeing that the driver was lost, I said out loud: “Okura Hotero!”.
- Okura Hotero?
- Hai, domo.
When the car stopped at Okura, I jumped out, tipped the driver well, who ran to the doorman there, showed the card and the two were arguing and gesturing as I left.
I went down a block, turned right, in 50 meters or less, I entered the office 10 minutes late for the meeting!! Absolute lack of education and respect for those who were invited by appointment.
I tried, with the best face, to explain. The two in front of me must not have understood much, but they nodded.
Everything ended well; the first sale, a very good one from Trading Japan!
I called Hiroto aside and, in English, told him what had happened.
Gee, Flavio San, address in the card is of São Paulo’s in Japanese.
I gave him a gentle scolding and “Hiroto! The driver will commit seppuku!”
[1] https://en.wikipedia.org/wiki/Usiminas
[2] https://en.wikipedia.org/wiki/Companhia_Sider%C3%BArgica_Paulista_(Cosipa)#:~:text=The%20Cosipa%20was%20founded%20in,1963%20by%20President%20Jo%C3%A3o%20Goulart.
[3] Affectionate nickname that the natives use for Sao Paulo
[4] https://en.wikipedia.org/wiki/Minas_Gerais
[5] There are two explanations for why they always do this: to never miss a voyage, or due to what a “train” is in their language: https://streetsmartbrazil.com/why-mineiros-never-miss-train/