Myanmar★ The SEA Games, "Southeast Asia's Olympics," are fast approaching!

From December 11 to 22, the Southeast Asian Games (SEA Games), a multi-sport event organized by the Southeast Asian Games Federation, will be held in major cities across Myanmar, including the capital Naypyidaw, Yangon, and Mandalay.
Participating in this event, often called the "Olympics of Southeast Asia," are 11 Southeast Asian nations competing in over 30 sports. Held nearly every other year since the first edition in 1959, this marks the 27th edition. Hosting the games in Myanmar is the first time since the Rangoon Games during the Burmese era in 1969, a gap of 44 years. With the event taking place in a country expected to see future economic growth, Japanese companies are also focusing their efforts on participation. NNA, which distributes economic information on Asia, reports on the upcoming Games.

Three Japanese Companies as Official Sponsors

For this Games, the official sponsors outside of local companies are three Japanese firms: Panasonic, Canon, and Fuji Xerox. Each aims to enhance brand recognition in Myanmar and across the region.

Canon will dispatch over 10 camera technicians from the region during the SEA Games to provide services primarily to media organizations from various countries. According to Kenji Konishi, President and CEO of Canon Singapore, the company has mainly sold compact digital cameras in Myanmar, holding a market share of just under 40%. Going forward, it plans to sell high-quality Canon products targeting affluent consumers.
On November 18, Canon opened its first "Image Square" showroom for the general public in the capital, Naypyidaw. The store allows customers to experience using digital SLR cameras and printers, marking the first such initiative by a Japanese manufacturer. The store is operated through its distributor, Myanmar Golden Rock. A second store will open in Yangon, with plans to open in Mandalay, Myanmar's second-largest city, also under consideration. Panasonic intends to open 5 to 10 stores within the next 1 to 2 years.

Panasonic, a sponsor for the second consecutive tournament, will supply video equipment such as large monitors. On November 15, it launched promotional activities timed with the tournament. As the exclusive sponsor for white goods, it will run promotions including discount sales focused on refrigerators and washing machines until the end of December. It also aims to boost appeal by offering incentives for large TV purchases.
Locally, the two-tank washing machine launched in July is performing well. By pricing it closer to market bestsellers, sales have exceeded the planned volume by 20%. In January next year, the company will also introduce a new solar-powered LED "Solar Lantern" as a living light source for areas without electricity.
Tsunekazu Maeda, the company's Myanmar Branch Manager, stated that sales for the April-September period exceeded plans. The company aims for further growth driven by the SEA Games effect. On November 3rd, it upgraded its Yangon representative office to a branch to strengthen its structure. It plans to double its Myanmar sales by fiscal year 2015 compared to fiscal year 2012.

Fuji Xerox, a first-time SEA Games sponsor, began operations at its Myanmar branch this April as the country's first foreign-owned office automation equipment company. Regarding its Myanmar business, it noted strong demand from Japanese companies wanting to implement the same systems used in Japan, as well as high demand from foreign companies. Consequently, it began offering solutions through distributors starting in July.
Masashi Honda, President and CEO of Fuji Xerox Asia Pacific, which oversees the branch, explained that the company will leverage the recognition of its copiers and printers to enhance its profile as an IT service provider. He also stated the desire to continue sponsorship, noting that the next Games in 2015 will be held in Singapore, where the IT services market is thriving.

Dentsu Inc. Sports Asia handles tournament operations and business

The uniforms for the Myanmar national team were designed by Junko Koshino, with approximately 20 Japanese companies involved in their production. A ceremony unveiling the uniforms was held on November 16. Koshino, who insisted on all components being Made in Japan, stated, "I hope the tournament deepens exchanges between our two countries."

Additionally, the Myanmar government appointed Dentsu Sports Asia as the Games' sponsorship management consultant. Leveraging its expertise in sports business, the company is responsible for consulting on tournament operations, negotiating sponsorship agreements with supporting companies, and selling broadcast rights to various countries. President and CEO Kunihito Morimura emphasized the need for "flexibility beyond the ordinary," stating the company aims to apply the experience gained from over a year of consulting to future SEA Games and the 2020 Tokyo Olympics.