Bringing Japanese Quality to Thailand's Factories — RYOSHO's Ryohei Yabu on Work, Life, and Staying Motivated
As price competition intensifies in Thailand’s manufacturing industry, RYOSHO (THAILAND) continues to build strong relationships with its customers based on trust and Japanese quality. Ryohei Yabu of RYOSHO (THAILAND) has been addressing customer challenges not only by supplying products but also by providing solutions tailored to the needs of manufacturing sites. His current focus is on tackling factory heat with Kubota’s AREA Air Conditioner. He is determined to change the long-held belief that “hot working conditions are simply a fact of life in Thai factories.” In this TOP STORY, we explore the philosophy behind his work, his experiences of growing alongside his colleagues in Thailand, and his vision for the future.
Thailand's manufacturing industry is undergoing significant changes. Overseas manufacturers, including those from China, are expanding their presence, price competition is intensifying, and companies face growing challenges in recruitment and working conditions.
In this competitive market, Ryohei Yabu of RYOSHO (THAILAND) CO., LTD. remains committed to demonstrating the unique value that Japanese companies can offer.
"I believe our value as salespeople lies in making customers feel, 'I want to buy from you because of who you are.'"
He does more than sell products. He visits factories, listens closely to customers' concerns, and works with manufacturers to develop solutions. This hands-on approach also drives the company's current efforts to address heat-related challenges in factories.
Having lived and worked in Thailand for about seven years, he has encountered numerous challenges and built lasting relationships along the way. We spoke with him about his approach to work, the lessons he has learned, and the future he hopes to build.
Delivering Japanese Quality Through Relationships Built on Trust
RYOSHO Thailand is the Thai subsidiary of RYODEN CORPORATION, operating in three business areas: semiconductor devices, factory automation (FA), and air conditioning and refrigeration.
Yabu joined RYODEN in 2012 and gained experience in sales in Japan. He now serves as General Manager of the air conditioning and refrigeration business in Thailand.
He recalls being surprised by the intensity of competition when he first arrived in Thailand.
"In Japan, the number of competing manufacturers was relatively limited. In Thailand, however, manufacturers come from all over the world, including Japan, China, South Korea, Europe, and the United States. Customers have a wide range of options in terms of price and quality, and I realized that perceptions of a product's value were quite different."
In this competitive market, RYOSHO has remained committed to delivering the quality and reliability associated with Japanese products and services.
The company offers a wide range of equipment, including Mitsubishi Electric air conditioners, hoist cranes, and cooling towers. Beyond supplying equipment, it also provides engineering, installation, and after-sales maintenance services.
"People sometimes say Japanese products are expensive. But we want customers to recognize their true value rather than make decisions based on price alone. I believe our mission is to introduce products, technologies, and ideas that customers in Thailand may not have experienced before."
Japanese engineers and local staff work closely together to develop and implement solutions tailored to each customer's needs. He has also put on a safety helmet and worked alongside his team at project sites.
"Differences in language and culture can lead to different approaches to work. That's why I believe it's important to face challenges together on site and build a sense of shared achievement through our experiences."
Rethinking the Heat in Thailand's Factories
One of Yabu's current priorities is improving working conditions by addressing excessive heat in Thailand's manufacturing facilities.
When RYOSHO began selling the AREA Air Conditioner in Thailand several years ago, many customers were hesitant to install air conditioning because of concerns about equipment costs and electricity consumption.
"In the past, customers often questioned whether installing air conditioning in factories would actually improve productivity. Recently, however, creating a better working environment for employees has become an important management priority in its own right."
He notes that companies are becoming increasingly concerned about recruitment and employee retention. At the same time, visitors from Japan are placing greater emphasis on measures to reduce heat in factories.
To address these needs, RYOSHO offers the AREA Air Conditioner from Kubota Air Conditioner Co., Ltd.
The system delivers airflow that can reach approximately 20 meters and features a slim design suitable for wall-mounted or ceiling-suspended installation. Its space-saving design makes it suitable for factories where installation space is limited, including facilities with operating overhead cranes.RYOSHO provides comprehensive support, from site surveys and installation planning to equipment installation and ongoing maintenance.
"People have long accepted that Thailand is hot and that factories naturally operate without air conditioning. But should we really take that for granted? By introducing new technologies and products, we want to establish a new standard for working environments."
Building Sales Relationships Based on Trust
When asked what makes RYOSHO's sales team stand out,
Yabu emphasizes the character of each salesperson and their ability to propose
solutions.
Understanding what customers are struggling with and
what they truly need is the starting point. He believes that building
relationships in which customers feel comfortable speaking openly is essential
to finding the right solutions.
"Before customers even consider the product
itself, I want to build the kind of trust that makes them say, 'I want to buy
from you because of who you are.' Then, by combining our capabilities with
those of the manufacturer, we do everything we can to solve the customer's
problems. I believe that's RYOSHO's strength."
This commitment to customers was put to the test during
the COVID-19 pandemic.
When projects were suspended or deliveries were
delayed, he visited customers in person, apologized for the disruptions, and
worked with them to identify what could be done immediately and what steps
could be taken next.
"The most rewarding projects weren't necessarily
the ones that went smoothly. They were often the ones where problems arose, and
customers who were initially upset gradually began to smile. The happiest
moments came when we could finally shake hands and hear them say, 'Thank
you.'"
Passing on the Support He Received to the Next Generation
When Yabu first arrived in Thailand, his team consisted of approximately five members: two Japanese and three Thai staff. By the time of the interview, the team had grown to 14 members.
Having taken on a management role at a relatively young age, he faced the challenge of leading colleagues who were older and more experienced than himself. He also struggled at times to build relationships with team members because of his own lack of experience.
"I really struggled when I first came to Thailand. But I received so much support from my colleagues, customers, and people I met outside work."
Today, he hopes to provide his team with the same kind of support and opportunities for growth that others once gave him.
As part of this effort, he is encouraging a more employee-driven approach to team management. Staff members take the initiative in discussing their goals and action plans, then present their proposals to management.
"Everyone has their own dreams, strengths, and weaknesses. I want us to become a team where we complement one another's abilities and can think and act independently."
His goal is to build a team that can overcome challenges together and share a sense of achievement.
Turning Youth into Action — Staying Motivated in Work and Life
Words from a former supervisor have stayed with Yabu throughout his career.
"The one advantage you have over me is your youth. That's something I can never compete with. So make the most of it, take action, and don't be afraid to try."
The words stung at the time, but he took them to heart and continued to challenge himself, gaining valuable experience along the way.
"There are things you can only do when you're young. Since our younger staff have the opportunity to work here in Thailand, I want them to try as many different things as possible."
Finally, when asked about his personal motto, he answered with a smile.
"It's all about keeping your energy up, both at work and in life."
The Japanese word he uses, tenshon, refers to more than simply being cheerful or energetic. For Yabu, it means finding ways to motivate himself even on difficult days, staying focused on his responsibilities, and approaching both work and life with a positive, proactive attitude.
Through the relationships he has built and the challenges he has overcome alongside his colleagues, he has developed a strong commitment to delivering Japanese quality, grounded in a deep appreciation for the people who have supported him.
With this spirit of energy and determination guiding him, Yabu continues to embrace new challenges, both professionally and personally.
RYOSHO (THAILAND) CO., LTD.
Ryohei Yabu
General Manager
Ecology and Facilities Department
Facilities & Automation Systems Division
RYOSHO (THAILAND) CO., LTD. at METALEX 2026
An AREA Air Conditioner will be on display at the RYOSHO booth.
Dates: November 18 (Wednesday) – November 21 (Saturday), 2026
Venue: BITEC
Location: Hall 99 / Booth 9E55
