JTB Singapore & JTB India Deliver Cross-Cultural Success for Nippon Express Warehouse Opening

Client :NIPPON EXPRESS

Industry :Logistics

Participants :Around 100

Destination :Southern India

Period :January 27th, 2025

# Case Studies
# Group Travel
# Europe
# Asia

JTB Singapore & JTB India Deliver Cross-Cultural Success for Nippon Express Warehouse Opening

Project Overview: Cross-Cultural Warehouse Opening in India

JTB Singapore and JTB India successfully delivered a cross-cultural warehouse opening ceremony in southern India for Nippon Express.

The two-month preparation period showcased JTB’s corporate event management expertise—balancing Japanese attention to detail with Indian hospitality traditions to create a meaningful and memorable opening ceremony.

Objectives: Delivering a Seamless Japanese-Indian Corporate Ceremony

Our JTB Singapore branch was in charge of planning and managing a ceremonial event for the opening of a new NIPPON EXPRESS warehouse located in southern India. The event was organized to celebrate the opening of this large warehouse and to affirm our collective commitment to the ongoing expansion and development of business in India. VIP guests, including Japanese and Indian government officials and business partners, were invited to the warehouse, which was temporarily arranged into an event venue. The ceremony was scheduled to last approximately two hours. The request for this project was made by our JTB Singapore branch, which had received an order for business travel and other travel-related services from the client. Competing with several other companies, the JTB Group was finally awarded the contract about two months before the event was to take place, thanks to the fact that JTB has a branch in India.

Our Singapore branch, which served as the client's point of contact, was responsible for planning and facilitating the project, while our India branch, the host country, was in charge of venue setup and operations. In India, where business practices are different from those in Japan, we had to plan and manage a ceremony that was important to the client.

Challenges: Managing Tight Timelines and Cultural Differences

There were three challenges we faced in realizing this project. The first was the short preparation period. With only two months at the time the order was received, the exterior of the warehouse was only partially completed and the surrounding streets had not been paved. Therefore, it was necessary to proceed with the project with local staff in India, and had to imagine how the warehouse would be after its opening.

Next was the difference between Japanese and Indian business culture. In Japan, it is common practice to prepare for an event by making detailed arrangements and sharing progress along the way. On the other hand, Indian business customs do not have a strong culture of meticulous reporting and status sharing. Preparations tend to be made all at once as the date of the event approaches. We had to understand and adjust to these cultural differences as we moved forward with the project. Furthermore, since half the participants were Japanese and the other half Indian, it was necessary to plan a ceremony that would satisfy both nationalities.

Key Success Factors: Collaboration and Cultural Sensitivity

・Efficient project progress via collaboration between JTB Singapore and India branches

・Establish a flexible progression system that understands Indian business practices

・Planning to satisfy VIP guests in both Japan and India

・Operational manuals to prevent confusion due to differences in culture and customs

Solutions: Strategic Collaboration Between JTB Singapore and India

Clear Role Division Between JTB Singapore and JTB India

To facilitate efficient preparation in the short period of time we had, JTB divided the roles between the Singapore and India branches. JTB Singapore was in charge of dealing with requests from the client and facilitating the entire project. To prevent any misunderstandings with the client, online meetings were held every two days to share detailed progress. JTB India appointed a staff member with extensive experience in setting up events related to Japanese companies as leader of the project.

The event was a great success, contributing greatly to the realization of a culturally sensitive event for both Japan and India, which participants also reported greatly enjoying.

Adapting Communication to Indian Business Practices

In order to communicate efficiently with JTB India's local staff, we utilized the communication app “WhatsApp,” which was common to Indian business, to move the project forward. We emphasized a system that allowed for the immediate sharing of the latest information, along with apps that local staff were familiar with. In addition, Japanese and Indians may have different perceptions of the requirements to staging a ceremony. For example, it may be difficult for people from other countries to imagine the specific arrangements and details of a Japanese-style ribbon-cutting ceremony.

Therefore, we proceeded with particularly careful attention paid to details, specifying the length of tape required in advance, along with photographs, and conveyed the information in a way that was easy to understand for local staff.

Designing an Event that Respects Local Traditions

To respect Indian culture as well as business practices, we implemented an Indian-style program. The lighting of the ceremonial lamp, a standard part of Indian ceremonies, was held at the opening of the event to allow time for prayer.

In response to a suggestion from the team in JTB India, we also prepared Japanese and Indian food for the buffet. Curry and biryani was served to represent Indian cuisine, while Japanese cuisine included steamed rice dishes and freshly made sushi. The guests highly appreciated the appropriate quantity and variety of dishes familiar to both countries.

Creating a Detailed 60-Page Operations Manual

JTB prepared a detailed operations manual for internal staff to ensure smooth cooperation with local staff. Over 60 pages long, it detailed the roles and flow lines of each section, including the day's schedule, reception handling, VIP guest information, stage production progression, lamp lighting and ribbon cutting procedures, and even lunch serving support.

Results & Takeaways: Building Trust Through Global Collaboration

The opening ceremony of the warehouse in southern India, a collaborative effort between JTB Singapore and JTB India, was a success. VIP guests praised the buffet in particular, mentioning the relaxed atmosphere of the décor and the delicious variety of dishes. The biggest success factor is our Singapore branch's experience in organizing similar events in other countries in the past. Their knowledge on how to prevent problems due to differences in business practices and how to build a project team was successfully applied to this project. Another factor was the fact that our India branch was highly involved, which was highly appreciated by local guests and had exceeded their expectations. Planning and organizing large-scale projects utilizing our global network is one of JTB's greatest strengths. JTB offers an operational structure that allows us to organize events around the world that take into account local culture and satisfy our clients' needs. We will continue to leverage this strength to support the realization of diverse international events.

Meet the Project Lead Behind the Cross-Culture Opening Event

Tai Fukumoto

JTB Pte Ltd, Singapore Office

2017 – Joined JTB Corporate Sales
Engaged in corporate sales, primarily responsible for corporate inbound projects and VIP visits to Japan from embassies. During the pandemic, served as the lead coordinator for vaccination programs and accommodation-based quarantine operations.

2023 – Assigned to the Singapore Branch
Spent the initial months in the Groups Department, handling operational arrangements for group travel from Japan to Singapore. Subsequently transferred to the MICE Department, engaging in corporate sales and MICE projects, gaining experience in events held not only in Singapore and Japan but also in third countries.