Tokyo (SCCIJ) – Members and guests gathered at The Tokyo EDITION Toranomon for the SCCIJ June Luncheon, featuring Ms. Yuko Kitamoto, Country Manager of Straumann Japan, and Mr. Ingo Soellner, Vice President, Head of Ortho Japan. Together, they shared how a Swiss company transformed itself from a distributor-led business into Japan’s market leader in tooth replacement solutions, highlighting the role of Swiss precision, professional education, innovation, and long-term leadership.
Straumann has become the market leader in Japan. What has been the key to this success?
Ingo Soellner: Straumann’s story is built on more than 70 years of scientific innovation. What began as a Swiss materials engineering company has evolved into the global leader in tooth replacement and oral care. In Japan, our journey started through distributors before establishing Straumann Japan, eventually becoming the market leader through continuous investment in quality, innovation, education, and customer relationships rather than short-term growth.
You often referred to “Swissness.” What does that mean in the Japanese market?
Mr. Soellner: Swissness is much more than the country of origin. It represents precision, reliability, craftsmanship and uncompromising quality. These are values that resonate strongly with Japanese customers, particularly in healthcare. Our roots in the Bernese Jura, at the heart of Switzerland’s watchmaking region, have shaped our engineering culture and our commitment to excellence.
Japan has one of the world’s largest dental markets. What makes it unique?
Yuko Kitamoto: Japan has more than 100,000 dentists and around 66,000 dental clinics, making it a highly sophisticated and competitive market. Patients expect long-term quality and evidence-based treatments. At the same time, demographic change creates new opportunities, as maintaining oral health becomes increasingly important for healthy ageing and overall quality of life.
Straumann places great emphasis on education. Why is that so important?
Ms. Kitamoto: Innovation alone is not enough. Through the International Team for Implantology (ITI), the world’s largest scientific network in implant dentistry, we support continuous education, clinical research, and the exchange of best practices among dental professionals. Building knowledge and trust within the professional community has been one of the key drivers of our long-term success in Japan.
As one of the few female country managers in the industry, how do you see leadership evolving in Japan?
Ms. Kitamoto: Diversity is becoming an increasingly important source of innovation. While female representation in senior leadership remains relatively low in Japan, we are seeing encouraging progress. At Straumann, leadership is based on talent, collaboration, and empowering people to grow. Creating opportunities for future generations of women leaders is not only the right thing to do – it also strengthens our organization.
Looking ahead, what will define the future of dentistry?
Mr. Soellner: The future will be increasingly digital. Connected workflows, advanced materials, digital treatment planning, and continuous innovation will transform how dentists work and how patients experience care. However, technology alone is not enough. Success will continue to depend on combining scientific evidence, education, and a strong culture of quality.
About the Speakers
Ms. Yuko Kitamoto is Country Manager of Straumann Japan. After an international career spanning corporate planning, business development and leadership roles in Japan and the United Kingdom, she now leads Straumann’s Japanese operations with a strong focus on innovation, education, and people development.
Mr. Ingo Soellner is Vice President and Head of Ortho Japan at Straumann. Since joining the company after leadership roles at JETRO and Hilti, he has been responsible for driving Straumann’s orthodontics business and promoting the values of Swiss precision, innovation, and customer-centricity across the Japanese market.
