Idemitsu Pays Tributes to Japanese Emperor Naruhito and Reaffirms Commitment to Pakistan

• Tomohiro Yamashita, President & CEO Idemitsu Lube Pakistan (Private) Limited

On the gracious occasion of the 66th birthday of His Imperial Majesty Emperor Naruhito, celebrated on 23rd February, I extend heartfelt felicitations on behalf of Idemitsu Lube Pakistan (Private) Limited. This day is one of pride and reflection for the people of Japan, and for friends around the world who deeply respect the values embodied by His Imperial Majesty.

Emperor Naruhito’s leadership reflects dignity, humility, and an unwavering dedication to peace and harmony. Japan under his reign continues to stand as a nation defined by discipline, resilience, innovation, and respect for humanity. From times of hardship to moments of remarkable advancement, Japan’s progress has always been guided by a clear sense of responsibility toward society and future generations. These values resonate far beyond its borders.

The friendship between Japan and Pakistan is rooted in mutual respect and shared aspirations. For decades, Japan has been a trusted partner in Pakistan’s development journey, contributing to infrastructure, industry, education, and humanitarian efforts. This relationship has matured into one built on trust and cooperation. It’s a partnership that reflects shared hopes for economic stability, technological advancement, and long-term prosperity.

It’s within this spirit of friendship that Idemitsu’s journey in Pakistan must be understood. Idemitsu Kosan Co., Ltd., recognized as the No. 1 Japanese Company in Global Lubricant Sales, carries a legacy of more than a century. Founded on principles of integrity and innovation, the company has grown into one of the global leader in energy and lubricants while remaining firmly grounded in Japanese values.

In Pakistan, this mission has taken on a vibrant life of its own. Our presence here spans over Seventeen years, during which we have proudly served as the trusted supplier of Genuine Lubricants to leading automobile manufacturers in the country. Behind the scenes, our lubricants have supported vehicles that power industries, connect cities, and serve families across Pakistan. This longstanding relationship has been built on reliability and consistent quality.

In 2018, we strengthened our commitment by establishing Idemitsu Lube Pakistan (Private) Limited as a 100 percent Japanese-equity affiliate. This was not simply a market expansion. It was a deliberate decision to deepen our roots in Pakistan. We chose to invest directly because we believe in the potential of Pakistan’s economy and the strength of its people. We aimed to bring global expertise into the local landscape while contributing meaningfully to national growth.

A significant milestone in this journey came in 2023 with the launch of Idemitsu Branded Motor Oil (IBMO). This marked a new chapter of engagement with Pakistani consumers. IBMO embodies our promise to deliver the same standard of excellence found in the world’s most advanced machinery. It represents what we call the “Heart of Technology” - a philosophy that sees engines as the heart of vehicles and lubricant as their lifeblood.

At the core of IBMO is our NEW Nano Tailored Technology. In simple terms, this means designing engine oil at an incredibly small scale — measured in millionths of a millimeter. Though invisible to the eye, these microscopic refinements make a real difference. They reduce friction, enhance fuel efficiency, and help engines last longer. This science, known as tribology - the study of friction and wear - may sound technical, but its purpose is simple: to ensure smoother movement and better protection. When engines perform efficiently, vehicles last longer and resources are used more wisely. In this way, technology contributes not only to individual drivers but also to national economic resilience.

Yet technology alone does not define us. At the heart of Idemitsu’s philosophy is “Respect for Human Beings.” This guiding principle shapes how we treat our employees, partners, customers, and communities. It drives us to pursue innovation responsibly and to maintain the highest standards of quality and environmental care. It reminds us that progress must always serve people.

In Pakistan, we remain committed to contributing to local economic development. By creating employment opportunities, supporting local supply chains, and sharing technical knowledge, we aim to be a long-term partner in progress. Our goal is not short-term success, but enduring trust.

Pakistan today holds immense promise. With its young population, expanding industrial base, and strategic location, the country stands ready for greater advancement. Stronger economic ties between Japan and Pakistan can unlock new possibilities in trade, technology, and investment. Idemitsu is proud to be part of this shared future.

On this distinguished day, we honor His Imperial Majesty Emperor Naruhito and the values he represents. We celebrate the enduring friendship between Japan and Pakistan. And we reaffirm our commitment to serve Pakistan with integrity, innovation, and respect.

May this partnership continue to grow stronger in the years ahead, guided by shared purpose and mutual trust. And may His Imperial Majesty be blessed with good health and long life as he continues to lead Japan with wisdom and grace.

Copyright Business Recorder, 2026