Strengthening value-chain linkages between Central Asia and Japan to promote the distribution of products from developing countries

Strengthening value-chain linkages between Central Asia and Japan to promote the distribution of products from developing countries

Kyrgyz Republic; Central Asia and the Caucasus
(Kazakhstan, Tajikistan, Uzbekistan, Georgia)

Strengthening Linkages between Central Asia and Japan’s Value Chains to Promote the Distribution of Products from Developing Countries

Kyrgyz Republic; Central Asia and the Caucasus (Kazakhstan, Tajikistan, Uzbekistan, Georgia)

Centered on Kyrgyzstan and expanding geographically in recent years, the One Village, One Product (OVOP) initiative supports the development and improvement of specialty goods using local materials, promotes their distribution in domestic and overseas markets, and works to create rural employment and increase incomes.

However, several issues hinder sustainable operations: a disconnect from demand-side information (limited means to grasp overseas needs and trends), mismatches in sales channels (especially between small-scale local producers and small-scale domestic retail channels), and an underdeveloped feedback loop from market testing to product refinement. To date, efforts have focused on domestic sales and improvements within Kyrgyzstan and small-scale exports. Going forward, strengthening access to overseas markets is needed to build an ecosystem that links sales to producer feedback and continuous product improvement.

Reference materials on past initiatives:（in Japanese）

キルギスの一村一品運動はなぜ成功したのか？
ゼロからの取り組みが国家プロジェクトに進化した理由 ｜ ニュース・広報 – JICA

特産×OVOPで世界に挑む　キルギス ｜ ニュース・広報 – JICA

中央アジアに広がる一村一品運動の取り組み、
初の「中央アジア＋日本」対話・首脳会合の場で紹介 ｜ ニュース・広報 – JICA

1. Expanding sales channels and establishing a customer feedback loop

• Import products and materials produced in Central Asia (especially Kyrgyzstan) and develop the Japanese market (wholesalers, retailers, restaurants, etc.), including pilot sales execution.
• Partner with wholesalers and retailers capable of handling small lots to design the pre-scale go-to-market and distribution flow and identify bottlenecks.
• Measure the effectiveness of opportunities such as trade shows, pop-up events, and cross-border e-commerce.

Note: Because there is also demand to explore markets beyond Japan, proposals from organizations with strengths in developing non-Japanese markets are also welcome.

2. Practical joint product development with local partners

• Build a joint product development and improvement cycle by inviting interested firms to the field and organizing site visits to local producers and One Village One Product (OVOP) initiatives (with a focus on felt, food, and cosmetics).

3. Integrated market validation combining digital and physical channels

• Develop tools to support public relations and marketing in Japan and provide implementation support for digital marketing.
• Establish mechanisms that leverage digital technologies to aggregate feedback from consumers and producers in Japan and feed it back to counterparts on the ground.

Note: We also welcome pilots other than those envisioned above if they contribute to solving the stated challenges.

• Experience in importing and selling foreign products and developing the Japanese domestic market (experience with developing countries and Central Asia is a plus).
• Experience in product development and rebranding for categories such as food, cosmetics, and wool-felt products

Note: We also welcome expertise and track records beyond the above if they contribute to solving the stated challenges.

Coordination and collaboration with ongoing technical cooperation projects, such as the “Project for Vitalization of Local Business in Central Asia through One Village One Product Movement).”

Aichi（on-site pitch）・Fukuoka（on-site pitch）・Tokyo（on-site pitch）