Joined Toray in 1993 and Have 30 years of sales and marketing experience and 15 years of experience in the water treatment business. Since 2009, when started working in the water treatment business, have supported the startup and expansion of a JV in China (TBMC), and then worked as a product manager for RO, followed by four years as an executive vice president of the subsidiary company in the US (TMUS, from 2017). From 2021, have been responsible for global business and operation management of RO products as General Manager. This February, was appointed President of TMME.
Can you provide background on Toray Membrane Middle East (TMME) and its role in the Saudi market?
TMME, Japan’s Toray Industries subsidiary, was established in 2014 as a joint venture between Abunayyan Group and Toray Industries. While Toray is approaching its 100th anniversary, TMME is relatively young but has quickly expanded its capacity over the past decade. I became president in February 2024, and I am excited to steer the company forward in Saudi Arabia, where the water treatment business is flourishing.
Where do you see the highest demand for your products in Saudi Arabia, and which business segments are showing the most growth?
Toray’s activities span various sectors like synthetic fiber, carbon fiber, and medical; however, in Saudi Arabia, the water treatment sector is critical. TMME was created to meet the growing demand for water supply and wastewater treatment, not only in the Kingdom but across the region. Water treatment is a key focus, and we are witnessing substantial growth in this sector.
What differentiates Toray from competitors such as LG Chemical, DuPont, Nitto Denko, and Toyobo?
What sets us apart is our deep commitment to localization. We have been manufacturing in Dammam for the past 10 years. Our investment in a robust sales and technical team has also paid off, allowing us to secure over 50% of the market share in Saudi Arabia. Unlike our competitors, this local expertise gives us a significant edge. Also, we are very proud of the unmatchable technical service that we provide to our clients, which sets us apart from our competitors.
How does Toray’s guiding philosophy influence its strategy in Saudi Arabia, and how does this align with Vision 2030?
Toray’s philosophy of “innovation by chemistry,” which has been at the heart of the company for over a decade, is central to our business approach in Saudi Arabia. This philosophy supports sustainable development and innovation, aligning perfectly with Saudi Arabia’s Vision 2030. We contribute to the Kingdom’s goals through our water treatment solutions and RO membrane technology, grounded in our expertise in advanced chemical technologies like polymer and organic chemistry.
Can you highlight a project in Saudi Arabia that showcases Toray’s expertise and innovation?
We are trying our best to be in line and contribute to the achievement of the Saudi 2030 Vision, by improving our technical expertise as well as our production capability.
By doing so, we have successfully supplied our latest KSA projects including Jubail 3A IWP and Jubail 3B IWP which both are included in the most energy-efficient plants in the world and are crucial to supply the water demand to the eastern region as well as the capital region of Saudi Arabia.
What partnerships have been instrumental in your success in Saudi Arabia, and how are they evolving?
Our partnership with Abunayyan Group has been a key pillar of our success in the region. In addition to this, we have forged strong relationships with local academia, businesses, and government entities. This collaboration started over 20 years ago, with pilot tests and conferences in the Kingdom, and has continued to shape our growth. We are now building a new production line and R&D center to strengthen these partnerships and foster local innovation.
Given the increasing appeal of Saudi Arabia for foreign investment, what challenges and opportunities do you foresee for companies like Toray?
Strong partnerships with local companies are the cornerstone of our success. Factors such as mutual trust, respect, and open communication have been crucial. We have been fortunate to build a strong bond with Abunayyan Group based on these principles. The cultural differences between Japan and Saudi Arabia, such as in food and business practices, can be challenging, but maintaining mutual trust and respect helps us overcome these hurdles.
Are you planning to expand operations or launch new facilities in Saudi Arabia?
Yes, we are currently constructing a new facility and technical center, set to be operational by mid-2025. This facility will focus on our RO flat sheet technology, which is a key part of our cutting-edge solutions. The decision to expand reflects our commitment to both our partnership with Abunayyan Group and the potential for growth in the Saudi market. Additionally, we plan to open an R&D center to collaborate with local academia and businesses.
What is your short-term vision for TMME, and what goals do you aim to achieve in the coming year?
In the short term, my primary focus is on the successful launch of our new facility next year. In the medium term, I aim to elevate Toray’s brand recognition in the Middle East. While we are well-known in the water industry, I want the Toray name to resonate beyond that, so that when people hear Toray, they think of a company that represents innovation and sustainability.
