From Astro Boy to the Engelberger Award: JARA’s Hiroshi Fujiwara on the future of robotics

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): Thank you very much. Our generation in Japan grew up watching Astro Boy in manga and TV anime. From a young age, robots felt familiar and were like reliable friends to us.

It was through Astro Boy that I first learned about Asimov’s Three Laws of Robotics. I was still just a child, but I unconsciously learned many important lessons from Astro Boy, such as the importance of understanding and respecting others, and how robots and humans can coexist.

Looking back at your start at the Ministry of International Trade and Industry (MITI), which is now the Ministry of Economy, Trade and Industry (METI), did you ever imagine the Japanese robotics industry would reach this level of global dominance?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): I joined the Ministry of International Trade and Industry in 1980. At that time, the robotics industry was still in its infancy, and, since my work was not directly related to robotics, I honestly didn’t know much about the robotics industry.

However, MITI was already pursuing projects to develop robots capable of operating in extreme environments, and I sensed that Japan was likely at the forefront of global robotics technology. Therefore, I don’t find it surprising that Japan’s robotics industry has developed to the extent it has today.

You have spent more than 15 years as the executive director of JARA. What do you consider the single most pivotal moment for the Japanese robotics industry during your tenure?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): Around 2009, when I started working at JARA, there was growing anticipation that the application of robots would expand from manufacturing to a wide range of industries and service sectors. Against this backdrop, the Great East Japan Earthquake struck in March 2011, leading to a meltdown at a nuclear power plant. At that time, Japan, a country that was supposed to be a leader in robotics, was unable to immediately deploy robots to assist during such a disaster, which came as a shock and a source of deep frustration to those involved. This massive disaster served as a major catalyst for raising awareness throughout society of the need to promote the adoption of non-industrial robots, and it had a significant impact on subsequent government policies related to robotics.

In 2015, the government formulated a new robotics strategy, marking the beginning of significant changes in government robotics policy. The focus shifted from robotics initiatives centered on research and development projects to support measures aimed at expanding the range of applications for robots. Amid these developments, JARA has been engaging in close dialogue with policymakers to support the formulation of national strategies and the implementation of specific policies.

Your career has spanned from the steel industry technology days of the 1980s to modern service robots. How has your philosophy on industrial promotion changed over those four decades?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): When I was younger, I believed that technological development was the source of an industry’s competitiveness. While its importance remains unchanged, I now recognize that it is not the only factor; the social systems and environment that enable that technology to benefit society are equally important.

Furthermore, the development of that industry must contribute to the realization of a better society. Japan has long held the concept of “sanpo-yoshi”—beneficial to all three parties—as the ideal model for business. The “three parties” refer to the seller, the buyer and society at large. I believe we should aim for industrial growth and development based on the concept of “rokpo-yoshi”—beneficial to all six parties—which adds the producer, the Earth and the future to these three.

Joseph Engelberger was known for his extraordinary thinking. How do you apply that same spirit when advocating for policy changes within the Japanese government?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): Robots are evolving from mere tools to intelligent tools, and from faithful servants to capable assistants for humans. In the future, with the advancement of physical AI, they will likely become even more capable partners and reliable buddies.

 What is essential, therefore, is that robots remain safe and trustworthy members of society. To achieve this, I believe it is the government’s critical role to establish a consistent environment that fosters societal acceptance of robots across all aspects of their development, manufacturing and use.

With your experience leading Japan External Trade Organization (JETRO) offices in Vienna, Berlin and Hamburg, how do you view the current competitive landscape between European automation (Industry 4.0) and Japan’s robotics strategy?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): Comparable to Europe’s Industry 4.0, Japan has a national vision known as Society 5.0, in addition to its robotics strategy. This is a concept for a human-centered society that achieves both economic development and the resolution of social issues through the advanced integration of cyberspace and the physical world.

Since Industry 4.0 and Society 5.0 share a common vision of the future society they aim to create, mutual collaboration and cooperation are possible. To ensure that neither vision falls into a so-called “closed strategy” and to enable the manufacturing industry to evolve as a driving force for sustainability and the creation of social value, it is important to engage in global collaboration on international standardization and education. I understand that such discussions are already underway among stakeholders in Japan and Europe.

You managed security export controls early in your career. In today’s climate of economic security, how does JARA balance international collaboration with the protection of Japanese intellectual property?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): JARA is working to develop international standards for robotics. A key current focus is the standardization of safety for robots designed to coexist with humans.

I believe that incorporating Japan’s advanced technologies and expertise into these international standards contributes to economic security. Under the current economic security environment, it is a critical role of the industry association to maintain close communication with the government regarding these initiatives.

During your time in Vienna, you promoted investment between Japan and Central Europe. What can the western robotics market learn from the Japanese model of industry-academia-government collaboration?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): Japan’s industry-academia-government collaboration framework incorporates many elements learned from Europe and the United States. Regarding the robotics market, I feel there is less psychological resistance to robots in Japan than in western Europe. To expand the robotics market, I believe it is essential not only to foster collaboration between academic researchers and industry engineers in R&D, but also to engage in communication with robot users.

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Given your background in digital transformation, as we see more mobile robots and AS/RS systems in logistics, what is the biggest policy hurdle hindering full-scale automation in the distribution industry?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): While automation is advancing rapidly within factories and warehouses, the delivery of goods outside these facilities requires improvements to the broader social infrastructure. To ensure safety in public spaces, it is essential to establish transportation and communication infrastructure, set safety standards for interactions with people and increase public acceptance. Although these efforts require policy initiatives, the challenge lies in the fact that they involve coordination among many relevant agencies and therefore take time.

At the National Institute of Advanced Industrial Science and Technology, you managed technical intelligence. How should the industry distinguish between hype and true innovation when it comes to the current integration of AI in robotics?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): Social media and other outlets are flooded with reports of various performances by humanoid robots. While it is true that robot control technology is advancing rapidly, thanks to the integration of AI, many of the performances garnering attention are intended solely for the media or investors.

What the industry truly needs is the development and widespread adoption of robots that serve a useful purpose in society. I believe it is important to always keep in mind how each performance contributes to solving social issues and to carefully assess the significance of the underlying technology.

You served as a professor at the Tokyo Institute of Technology. What is the most critical skill the next generation of robotics engineers needs to develop to keep Japan at the forefront?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): Robotics engineers should always keep in mind the various ways robots are used in society. Since robotics is an integrated system technology centered on mechanical and electronic engineering, it is important to maintain an interest in a wide range of technical fields and to view the technologies you are working on from diverse perspectives.

How can we make advanced robotics more accessible to small and medium enterprises that don't have the capital of a large OEM?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): Until now, robots have required significant time and expense for integration and programming to customize them for specific work sites. These factors have served as barriers for small and medium-sized enterprises (SMEs) with limited financial resources, whether they are introducing new robots or seeking to enter the robotics industry themselves.

I believe that advances in physical AI, coupled with the modularization of various hardware and software components and the standardization of interfaces, will reduce the burden on SMEs and lead to expanded opportunities for robot utilization and entry into the robotics industry.

Looking forward, which sector do you believe is the most ripe for a robotics revolution?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): There are many fields where robots are expected to be utilized, and the technologies required for their implementation in society vary widely. Among these, I believe the manufacturing industry will be the first to adopt the latest technological innovations.

Introducing robots into the manufacturing sector, which involves high-mix, low-volume production and a wide variety of work objects and tasks, requires significant innovation. I believe that the use of robots in this sector will pave the way for their adoption in even broader fields and lead to the next, even greater robotics revolution.

How do you see robotics contributing to global sustainability and green transformation (GX) goals?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): The application of robotics technology is expected to not only improve productivity in industrial sectors such as manufacturing, but also enhance the efficiency of infrastructure maintenance and management in areas such as transportation, communications, energy and water and wastewater systems. In this way, robotics technology can promote resource and energy conservation across society as a whole, contributing to global sustainability and the goals of the green transformation (GX).

What is the one frontier-technology project you are most excited about seeing come to fruition in the next five years?

Hiroshi Fujiwara, executive director, Japan Robot Association (JARA): While I have high hopes for robotics-related technologies, I am also closely watching and looking forward to advancements in energy-related technologies, such as hydrogen utilization, as well as technologies related to resource regeneration and recycling.