ESL president charts new vision in SZ

Editor’s note:

From May 12-14, 2025, the China Pavilion at Expo 2025 Osaka will host "Shenzhen Week."

To mark this occasion, Shenzhen Daily and EyeShenzhen, a multilingual international portal, have produced a special video and report series about Japanese in Shenzhen. The collection features diverse perspectives from Japanese corporate executives, chamber of commerce leaders, entrepreneurs, educators, and community volunteers, all sharing their unique "Shenzhen Stories."

Video and photos by Lin Jianping

With over 25 years at Seiko Epson Corp., Masahiro Uchida has risen from an engineer developing cutting-edge technologies in 1999 to a visionary leader and business innovator. Now, he aims to transform Epson Engineering (Shenzhen) Ltd. (ESL) into a tech-driven company.

Masahiro Uchida, executive officer, chairman and president of Epson Engineering (Shenzhen) Ltd. (ESL), poses for a photo in the company's factory in Nanshan District. 

Uchida took on this leadership role at ESL, Epson’s strategic manufacturing hub in Shenzhen, in April 2023. Though the city was uncharted territory for him at the time, the prospect was exciting. “I accepted the role almost without hesitation,” Uchida, who now serves as ESL’s executive officer, chairman, and president, told Shenzhen Daily.

Epson-printed products on display at the company office.

Like many industry leaders, Uchida recognizes Shenzhen’s strong supply chains. However, he believes the city's true distinction lies elsewhere. “Shenzhen has supply chains and manufacturing capabilities that are hard to beat,” he said. “But even more importantly, it’s a perfect place to test new technologies and innovative ideas.”

A new vision for ESL

Established in 1985 as a traditional manufacturing base for Epson, ESL specializes in commercial printers, projectors, and industrial robots. But when Uchida took the helm, he saw an opportunity for the company to evolve beyond its manufacturing roots and deliver greater value.

Uchida introduces an Epson inkjet printer to Shenzhen Daily journalists. 

“We’re based in one of the most dynamic innovation centers in the world,” Uchida explained. “It made sense to push beyond manufacturing and embrace innovation as a core part of our future.”

This conviction led Uchida to introduce ESL Vision 30, a mid-to-long-term strategy designed to transform the company into a technology-driven innovator while maintaining its manufacturing excellence.

Only one year into implementation, Uchida is already seeing promising results. “Despite market challenges, our teams are energized by this future-focused mission,” he said.

Solar panels installed on the rooftop of ESL's factory. Electricity generated by these panels now supply about 10% of the factory's daily needs.

Uchida also embraces corporate environmental responsibility. Under his direction, ESL has implemented sustainable practices such as LED lighting and industrial wastewater recycling. One standout achievement is the installation of solar panels on the factory's rooftop, which supply about 10% of daily power needs.

“The adoption of renewable energy on such a large scale is unprecedented in the Shenzhen area,” Uchida said. Approval of the project took around six months. With the support of government departments, the system officially began operating last year.

Building bridges beyond business

Uchida’s contributions extend beyond ESL. As president of the Japan Chamber of Commerce and Industry in Shenzhen since 2024, he supports a growing community of Japanese companies and business people in Shenzhen. Founded in 1988 with just 30 members, the chamber now includes around 380 member companies and approximately 1,200 Japanese individuals.

The chamber organizes workshops on topics like Chinese law, taxation, and customs clearance. Beyond these professional development activities, it also hosts social events, including golf tournaments.

Uchida at an interview with Shenzhen Daily.

For Uchida, these social outings are particularly welcome, as golf is one of his favorite pastimes. "Golf has been a cherished hobby since I moved from Japan," he shared. "Shenzhen's climate and favorable courses make golf a year-round joy."

In Uchida’s hometown of Osaka, the highly anticipated Expo 2025 is drawing global attention. Featuring pavilions from 158 countries and regions, as well as seven international organizations, the expo attracted 140,000 visitors on its opening day alone.

“I’m glad to see Osaka hosting a World Expo again after half a century, " said Uchida. "For those visiting Japan during this event, I encourage you not only to experience the expo but also to immerse yourselves in Japan’s culture. Engaging with local communities will deepen your understanding of what makes this country unique."