In Taiwan, the Kirin Gekicho Draft Beer, sold by Kirin Holdings’ Taipei-based subsidiary Taiwan Kirin Co., Ltd., is popular as a premium draft beer in the on-premise market. With its mild, refreshing taste, it quickly caught customers’ attention all over Taiwan after the launch in December 2006.
      The beer’s popularity has also helped to increase sales and brand strength of the other Kirin beers sold in this market, Kirin Ichiban Shibori and Bar Beer. In 2007, sales of the three brands rose 12.5% year on year.
      In late March 2008, Taiwan Kirin began selling Kirin Gekicho Draft Beer in 330 ml cans to further tap into this success. The launch was accompanied by an aggressive marketing campaign to secure further penetration of the Kirin brand.
      Compared with the 600 ml and 330 ml bottles of the 2006 launch, the cans are more affordable and expected to expand the company’s share of the take-home market for premium beer.
      To fully leverage the Kirin Group’s capabilities, the product is brewed at the Kintei Brewery of Kirin Brewery (Zhuhai) Co., Ltd. This company, located in Zhuhai in China’s Guangdong Province, began full-scale brewing of high-quality draft beer in November 2007.
      Besides featuring the Kirin brand mark, the mythical kirin creature, the cans’ design consists of a white label with green gradations above and below. This color scheme embodies the Kirin Group’s brand concepts Exhilaration, Refreshment and Quality.
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The first half of 2008 was a flurry of political activity in Japan, as politicians and businesses prepared for the 34th G8 Summit, held by Lake Toya in Hokkaido on July 7–9.
      With climate change and renewable energy high on the agenda, a number of Mitsubishi Group companies took the opportunity to showcase their environmental technologies and activities at three high-profile exhibitions held in the run-up to the summit—the Environment Fair in Kobe (May 23–26), the Eco & Energy Exhibition in Aomori (June 6–8) and the 2008 Integrated Exhibition on the Environment in Sapporo (June 19–21).
      Mitsubishi Motors exhibited its innovative i MiEV electric vehicle through a model, a video presentation and information panels. Ten i MiEVs were also used at the summit site itself to transport foreign dignitaries and journalists. Summit visitors could also test drive the vehicles on site.
      Mitsubishi Corporation (MC) distributed its latest Sustainability Report, and showed interactive panels on activities ranging from renewable energy development to coral reef restoration.
      Mitsubishi Heavy Industries (MHI) showcased an array of technologies, including low-cost, high-efficiency microcrystalline solar cells, models of wind power turbines, and a model of the company’s next-generation nuclear reactor, the Advanced Pressurized Water Reactor (APWR). MHI also presented its concept for a Light Rail Vehicle (LRV), a next-generation mode of urban transportation, as well as the Mitsubishi Regional Jet, a highly fuel-efficient regional passenger jet. The first aircraft delivery is expected in 2013.
      Mitsubishi Research Institute, one of the leading think tanks in Japan, informed about their activities and consulting services relevant to environmental and energy issues from the viewpoint of climate change or global warming.
      Bank of Tokyo-Mitsubishi UFJ, using interactive panels to inform visitors about its environmental activities, also distributed its latest CSR Report.
      The above five companies were present at all three exhibitions, using a joint booth that attracted large numbers of visitors. The Mitsubishi Group’s presence was particularly strong at the 2008 Integrated Exhibition on the Environment, where the five joined forces with three other Group companies.
      Mitsubishi Electric presented energy-saving technologies including ultra-high-efficiency transformers, solar power generation systems, floor heating systems and the ECO CUTE heat pump water heater. The company also showed examples of its in-house environmental initiatives.
      Toyo Engineering Works presented refrigerators and freezers using natural refrigerants, as well as a management system for geothermal energy.
      Nippon Oil showcased its environmental initiatives, beginning with the Rang Dong oil field in Vietnam,
where associated gas is recovered and utilized for power generation as a huge CDM project. Other highlights included exhibits on fuel cells and a hydrogen-based society, biofuels, and RECOSUL, a modified-sulfur concrete developed to make good use of the sulfur produced as a by-product of crude oil refining.
      Nippon Oil, in collaboration with ENEOS CELLTECH Co., Ltd., EBARA Corporation and EBARA BALLARD CORPORATION, also supplied two of the three fuel cells used in the Zero Emission House, a near-future model house at the site of the G8 summit.
      Kirin Brewery and Kirin Beverage, subsidiaries of Kirin Holdings, promoted the JUNIOR 8 SUMMIT, a G8-related youth initiative. Kirin Brewery set up an information booth in its Chitose factory in Hokkaido, while Kirin Beverage put up posters on its vending machines.
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Polycarbonate resin (PC) is an impact- and heat-resistant plastic with high dimensional stability and excellent transparency. It is used in products ranging from automotive and electronic parts to DVDs and eyeglass lenses.
      The fast-growing economies of Asia have a ravenous appetite for PC, with the region’s demand expected to grow by around 10% annually. For China, forecasts predict demand growth exceeding 10% per year. As PC demand grows, so does the need for Bisphenol A, a key ingredient.
      In early 2008, Mitsubishi Chemical and Mitsubishi Engineering-Plastics Corporation (MEP) agreed with China Petroleum and Chemical Corporation (Sinopec) to establish a manufacturing and sales joint venture for PC and BPA in China. At present, the country largely depends on import to meet demand.
      On April 8, 2008, the companies submitted a project
application to China’s National Development and Reform Commission. Upon approval, the companies plan to apply for permission to establish the joint venture. The BPA and PC manufacturing facility is to be completed in early 2010 on the premises of Sinopec Beijing Yanshan Company in Beijing.
      Mitsubishi Chemical will supply DPC, the raw material for PC. Meanwhile, Sinopec will provide phenol, the raw material of BPA, as well as acetone and utilities. Mitsubishi Chemical will also license BPA and PC manufacturing technologies. PCR Investments Japan Corporation, an investment company established by Mitsubishi Chemical and MEP in Japan in February 2008, and Sinopec will each contribute 50% of the equity capital.
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Truly great cooking can be an experience. If prepared by master chef Nobuyuki Matsuhisa, renowned worldwide as “Nobu,” it is nothing short of life-altering. On March 22, passengers aboard the luxury cruise ship Crystal Symphony, traveling from Los Angeles to Hong Kong, saw a long-awaited dream come true when two new Nobu restaurants, Silk Road and The Sushi Bar, formally opened.
      While docked in Hong Kong, a Japanese-style opening ceremony was held in the ship’s lounge. Present were not only Crystal Cruises’ chairman Mitsutoshi Nawa and its president Gregg Michel, but also the star chef himself.
      The restaurants join two other celebrated Nobu restaurants opened on sister ship Crystal Serenity in 2003. The two ships are operated by Crystal Cruises Inc., a U.S.-based luxury cruise line and NYK subsidiary
praised by leading U.S. and European travel magazines. For the last 12 years, U.S. Travel + Leisure magazine has named the company the “World’s Best Large-Ship Cruise Line.”
      Famous for creatively fusing traditional Japanese cooking with influences from South America and Europe, Nobu’s 21 fine-dining venues are found worldwide, including the U.S., U.K., France and Hong Kong. In 2005, he was dubbed one of “Asia’s Heroes” in the Asia edition of Time magazine, and honored in 1989 as one of Food & Wine magazine’s 10 Best New Chefs.
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AREVA and MHI Widen their Cooperation to the Nuclear Fuel Business
AREVA, the world’s leading group in all nuclear energy fields (based in France), and MHI have arrived at an agreement to widen their cooperation to the nuclear fuel business, as well as in their current joint development of a new nuclear reactor. The agreement includes cooperation in the supply of Pressurized Water Reactor (PWR), Boiled Water Reactor and Gas Reactor fuels, as well as Mixed oxide fuel.
      MHI and AREVA reached a consensus on cooperation in the nuclear energy field in October 2006. In 2007, the companies formed a new joint venture, ATMEA, for the nuclear reactor business. ATMEA is working to develop ATMEA 1, a new 1100 MW PWR, by combining the skills and know-how of MHI and AREVA. The two companies will continue to enlarge their cooperation in the future to meet the rapid worldwide expansion of the nuclear market.
Mitsubishi UFJ Lease & Finance Establishes Shanghai Subsidiary
In May 2008, Mitsubishi UFJ Lease & Finance took its first step into mainland China with the establishment of a subsidiary in Shanghai. The new base allows the company to better meet the country’s growing demand for leasing products and services.
      Previously, the company’s presence in Shanghai consisted of a representative office, established in October 2003 to conduct local marketing research and develop leasing products. The company provided foreign currency financial services to clients with offices in China principally through its Hong Kong subsidiary. The new subsidiary in China represents a significant expansion overseas, and follows the opening of a representative office in Vietnam in January 2008, a first for a Japanese leasing company.
Mitsubishi UFJ Trust and Banking and Union Bank of California Launch Asset
Inheritance Support Alliance
The number of Japanese people owning assets in the U.S. has increased significantly over recent years. However, the procedures for succession and inheritance of assets differ greatly between the countries, which can result in difficulties for heirs.
      Mitsubishi UFJ Trust and Banking Co., Ltd, a subsidiary of Mitsubishi UFJ Financial Group, Inc. (MUFG), began offering overseas inheritance support services to Japanese customers in May 2007.
      In February 2008, the company agreed with Union Bank of California (UBOC), a commercial bank member of the MUFG Group, to launch a business alliance aimed at further strengthening services.
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