Posted on: Tuesday, October 8, 2002

Japan's new consul general arrives

By Vicki Viotti
Advertiser Staff Writer

Masatoshi Muto, 53, Japan's new counsel general in Honolulu, arrived yesterday. He succeeds Minoru Shibuya. Eugene Tanner • The Honolulu Advertiser

Promoting ecotourism is one means of attracting younger Japanese visitors that is endorsed by Masatoshi Muto, Japan's new consul general in Honolulu.

Yesterday Muto began his mission: helping Hawai'i keep pace with Japan's changing business and cultural landscape.

Muto, 53, succeeds Minoru Shibuya at the Japanese Consulate. He arrived at the Nu'uanu Avenue consulate yesterday, immediately following the Japan-Hawai'i Economic Council conference, which concluded Sunday in Tokyo.

Attending the conference gave him a head start in meeting the council's Hawai'i chairman, First Hawaiian Bank CEO Walter Dods Jr., and others with influence in Hawai'i business. It also gave him time to think about the tourist-industry challenges facing his new host community.

"Our business relationship has a lot to do with tourism," Muto said. "The number of tourists from Japan are declining, because there's more competition in the Asian market. People are going to Vietnam, Southeast Asia, China and Korea. Young people, especially women, tend more to go to Bali or Vietnam."

Muto said he agrees with his predecessor's view that ecotourism could help turn things around.

"That gives people the idea that Hawai'i is very conscious of its ecology, its environment," he said.

Muto, who is married with three grown children, has postgraduate degrees in Korean studies and speaks Korean as well as English. He has served with the embassy staff in South Korea but also has accepted postings to embassies in London and, most recently, Australia.

He said he probably will meet Korean officials while in Honolulu but emphasized that his primary interest lies in forging the Hawai'i connection.

He said he's especially interested in promoting better understanding of important transitions under way in Japan. Many people, including third- and fourth-generation Americans of Japanese ancestry, could benefit from a refresher course, Muto said.

"They are one of the most important links between Hawai'i and Japan," he said. "I think it's very important for them to understand not only traditional Japan, but modern Japan, because Japan is changing.

"In economic terms, many people view that the Japanese management system is based on lifetime employment, but that's certainly eroding. It's more competitive now.

"And the role of the old business groups is changing ... that will make more opportunities for foreign businesses to come into the Japanese market," he said.

Muto acknowledged that the Ehime Maru maritime accident was a painful tragedy, but added that the outpouring of love from Hawai'i residents helped ease the pain. "I have all the sympathy for the victims," he said. "But I think it's important for us to overcome that tragedy. And I think Hawai'i has been very helpful in doing that."

Reach Vicki Viotti at 525-8053 or vviotti@honoluluadvertiser.com.