The second JETRO & Sasin Japan Center (SJC) Seminar, titled “Expansion and Diversification of Customer Base: Collaboration with Third Country (Region) Companies,” was held at the Sasin School of Management on June 12, 2024. The event was attended by over 100 business professionals and featured prominent speakers from various industries. The seminar began with opening remarks from Mr. Junichiro Kuroda, President of JETRO Bangkok, followed by a welcome address from Dr. Chaipong Pongpanich, Chief Executive of Sasin Management Consulting. The keynote speech was delivered by Professor Taka Fujioka, Director of SJC and Associate Dean of Meiji Professional Graduate School. Professor Taka Fujioka’s keynote speech highlighted the shifting dynamics in Asia, noting that Japan is transitioning from “the chooser” to “the chosen,” reflecting changes in regional business relationships. He emphasized the importance of fostering connections between Japanese companies and their international counterparts, particularly focusing on Taiwanese firms expanding into Thailand. A significant portion of the seminar was dedicated to understanding the current landscape and future opportunities for collaboration. Mr. Johnny Wu, Vice-President of the Thai-Taiwan Business Association, provided insights into the Taiwanese business community in Thailand, which comprises approximately 5,000 companies and 150,000 long-term residents. The seminar also featured presentations from Mr. Curtis Ku, Thailand Country Director of Delta Electronics (Thailand), and Mr. Hideki Kinpara, Procurement Executive General Manager of Roland D.G. (Thailand). They discussed the strengths and weaknesses of Japanese and Taiwanese companies and highlighted the long-standing collaborative relationship between the two. A panel discussion followed, featuring Mr. Junichiro Kuroda, Ms. Mia Liang, Director of Taiwan Trade Center (TAITRA), and Professor Taka Fujioka. They explored the theme of building mutually complementary relationships between Japanese and Taiwanese companies in Thailand. The event, co-hosted by JETRO and SJC with support from Mizuho Bank and TAITRA (Taiwan External Trade Development Council), emphasized the importance of international collaboration. According to a JETRO survey (2023), many Japanese companies in Thailand are keen to develop relationships with both Thai and other foreign companies. Looking ahead, JETRO and TAITRA announced plans to host a business matching event in Bangkok this November, aiming to connect Japanese, Thai, and Taiwanese businesses. This initiative underscores their commitment to fostering international business relationships and exploring collaboration opportunities with companies from various countries. As the seminar concluded, participants expressed optimism about future collaborations and the potential for expanding and diversifying their customer bases through strategic international partnerships.