Toyota Tsusho targets cultural understanding for growth in China

For millions of people around the world, the name "Toyota" has long been synonymous with dependable vehicles built with hi-tech engineering and a distinctly Japanese-style of innovation. Few, though, are aware of the Toyota Tsusho Corporation, an affiliate company of the world's largest car manufacturer and one that plays a vital role in its continuing success.

Toyota Tsusho was established in 1948, originally to provide consumer finance for car purchases. Since that time its role has broadened enormously and it is now one of the world's largest trading companies with interests stretching far beyond its initial automobile remit.

A series of mergers - with the Kasho Company in 2000 and with the Tomen Corporation in 2006 - as well as organic growth has seen it trading in a wide range of non-automotive markets, including chemicals, foodstuffs, as well as industrial and consumer goods.