From his energetic way of speaking, you immediately sense his extraordinary attachment to on-site work and his unwavering drive to stay ahead of future markets. As a member of the Overseas Sales Division, Mr. Hiroki Washimi is devoted to product localization and the development of sales strategies for emerging markets such as South Asia and the Middle East.
His work goes far beyond the traditional boundaries of sales.
By partnering closely with development teams and taking part in shaping product concepts and direction, he brings a mindset of creating business—not merely selling it.
From the Ballet Stage to a Global Sales Career
It may come as a surprise, but Mr. Washimi once performed on stage as a ballet dancer—a unique starting point for his career.
“The sensibilities I gained from dance still influence how I work today,” he says with a laugh. “Whether it’s on stage or in front of a customer, the essence is the same—how to capture someone’s attention and communicate with impact.”
His life changed dramatically at twenty-one, when an injury forced him to retire from dancing. After moving to Europe, he realized that language skills could become one of his strengths. Determined to “work on a global stage,” he returned to Japan and pursued a career in overseas sales at a Japanese manufacturer.
He explains that he joined Tajima because he wanted to “bring Japanese technology to the world,” and because he was drawn to the profound depth of embroidery as a craft.
“Embroidery isn’t just some low-tech craft,” he says. “Its richness comes from being analog—from the human sensitivity and warmth that go into it. That’s what fascinated me.”
Immersing Himself in the South Asian Market
His responsibilities cover India, Bangladesh, the UAE, and other markets across South Asia and the Middle East—dynamic regions where the garment industry is booming, embroidery machines are in high demand, and competition is intense.
One moment that left a strong impression on him was being entrusted with securing a new partnership with one of India’s largest distributors.
“I presented in English to about 130 executives from major sewing companies and embroidery factories,” he recalls. “Speaking in my own words, right there on-site, went a long way in building trust. When the deal was finalized, the sense of accomplishment was truly special.”
Feeling the atmosphere of a place—seeing and hearing it firsthand—is central to his approach.
“In markets where cultures and values differ so greatly, strategies made at a desk simply won’t move the field,” he says. “Experiencing customers’ realities myself—that’s where everything begins.”
More recently, he has been working side by side with the development team, examining specifications tailored to local needs and usage conditions in India. This two-person team style of collaboration—sales and development working in lockstep—has strengthened Tajima’s market value and earned him recognition across the company, including an internal MVP award.
“I really feel this is a company that notices and appreciates those who take on challenges,” he says. “Seeing my ideas turn into reality and lead to recognition is genuinely rewarding.”
New Possibilities for Embroidery Emerging Across Asia
Across Asia, the very nature of embroidery is undergoing change. Customers are seeking designs with greater decoration and expressive power—not only simple logos—and the machines required to support this demand must offer more advanced capabilities.
In this time of transformation, Mr. Washimi believes Tajima’s technological strength—and the sensitivity embedded in embroidery itself—can shine brighter than ever.
“Embroidery feels nostalgic, yet completely new,” he says. “It has a unique charm—something that speaks not only to culture, but also to the heart.”
The dream he once held as a student—to work overseas—has now become reality.
But he has no intention of stopping there.
“I want to continue exploring markets no one has stepped into yet, and discover new ways embroidery can be used,” he says. “And I want to deliver the possibilities of embroidery to even more people around the world.”
In every word he speaks, you can sense his determination—his resolve to claim new markets as his own mission.
With this bold, forward-driving mindset, Mr. Washimi’s pursuit of new challenges will undoubtedly continue.
Sales & Planning Division | Hiroki Washimi
Joined Tajima in 2018
He leads sales strategy and product localization across South Asia and the Middle East, immersing himself in local markets while working closely with development teams to create products shaped by on-the-ground insights. Drawing on the sensitivity he cultivated as a former ballet dancer, he is helping introduce new value in embroidery to the world.
This article is based on information available as of December 5, 2025.
