Interview
Business Regards croisés - 70 Years of Tefal, 50 Years in Japan
In this new episode of Business - France-Japan Cross Perspectives, we meet Julien Major, Managing Director of Groupe SEB Japan Co., Ltd., on the occasion of Tefal's 70th anniversary. Founded in France in 1956, Tefal has become one of the few foreign household appliance brands to establish a lasting presence in Japan. Julien Major reflects on the keys to the success of a French company in one of the world's most demanding consumer markets.
After holding positions within Groupe SEB in consumer goods, human resources, and international management, he now leads the group's Japanese subsidiary. Drawing on his international experience, particularly in Japan, he highlights several fundamental values that shape Franco-Japanese business relations, including humility, collaborative work, and the search for consensus. In Japan, major decisions are carefully prepared through a consensus-building process known as nemawashi before being formally approved and publicly announced.
"There is great importance placed on aligning stakeholders before making a decision public."
Japan: A Market Where Quality Allows No Compromise
According to Julien Major, the greatest challenge of the Japanese market lies in its exceptionally high quality standards. Japanese consumers evaluate not only the product itself but every aspect of the customer experience, including the packaging. This pursuit of "zero defects" encourages Groupe SEB Japan Co., Ltd.to systematically adapt its products to local habits rather than simply exporting models designed for other markets. This requires close collaboration between the Japanese teams and the group's international R&D centers to develop products specifically tailored to the expectations of Japanese consumers.
Innovation as the Key to Success
Tefal's strong position in Japan is built above all on innovation. In the early 2000s, Tefal brand Japan introduced electric kettles to a market where water was still predominantly heated on gas stoves. By emphasizing speed, safety, and energy efficiency, the company gradually transformed consumer habits. Today, innovation remains at the heart of the group's strategy. As Japanese homes tend to be more compact than their European counterparts, consumers favor versatile, space-saving, and easy-to-use appliances. This philosophy also led Groupe to enter one of Japan's most symbolic product categories: rice cookers, using infrared cooking technology developed by one of its Chinese subsidiaries.
Decide Slowly, Execute Quickly
Beyond product development, Julien Major also spoke about Japan's management culture. Compared with Europe, decision-making in Japan tends to devote more time to consultation and consensus-building among stakeholders. However, once a direction has been agreed upon, the entire organization shares a common understanding, allowing decisions to be executed quickly and in a coordinated manner. Managers assigned from overseas are expected to be good listeners and willing to reassess their own ways of working. Julien Major believes that, as an expatriate, it is first and foremost the manager's responsibility to adapt to the local environment, rather than expecting the environment to adapt to them.
Made in France, Adapted for Japan
Contrary to common assumptions, a large share of the products sold in Japan continues to be manufactured in France, particularly in Groupe SEB's factories in the Savoie region. This French manufacturing heritage reflects the group's industrial expertise, even though many Japanese consumers are unaware of the brand's French origins. In fact, some even perceive Tefal as a Japanese brand, illustrating just how successfully it has become embedded in the Japanese market.
In a mature market, Groupe SEB Japan Co., Ltd.continues to rely on innovation by creating entirely new product categories rather than simply following existing trends. According to Julien Major, companies willing to take risks and introduce genuine innovations will continue to stand out, even in a market often regarded as conservative.
