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A business and government forum to be held next year is seeking to reinvigorate New Zealand's economic links with Japan.
The New Zealand International Business Forum - a grouping of senior business leaders - says planning is under way for the first Japan New Zealand Partnership forum next May.
It aims to repeat the success of similar high-level partnership talks with the United States and Australia and ultimately open the door to a free trade agreement with Japan.
NZIBF executive director Stephen Jacobi said the recent focus on expanding exports into China and other emerging Asian nations had seen Japan slip off New Zealand's radar.
Jacobi said the invitation only forum - participation will be limited to 60 people - aimed to raise the profile of business opportunities in Japan and increase awareness of New Zealand in Japan.
"It's not a negative picture, we just feel at this time more could be done to make sure we don't lose sight of the opportunities in this economy," said Jacobi.
Zespri has been trading with Japan for many years and chief executive Tony Nowell said with exports equating to "many hundreds of millions of dollars" it is one of the company's most important markets.
He said there were wonderful opportunities available for people willing to invest the time and energy in the Japanese market.
Nowell said New Zealand needs to strengthen the formal relationship with Japan, particularly if it wanted to negotiate a free trade agreement.
