UK Trade Minster Richard Needham has launched a new three-year campaign, called Action Japan, with the aim of boosting British exports to the country. Needham said he hoped to increase the value of exports from 1993’s UKP2,650m to UKP3,500m. Presumably he hopes the new efforts will be more successful than the last campaign, Priority Japan, during which exports to Japan remained completely flat. The Department of Trade & Industry is highlighting ten industry areas – including electronic components – as priorities. The essence of the export drive is to foster more contact between UK and Japanese firms, through trade delegations and so on. Needham denied that disputes over the openness of Japanese markets would hinder the campaign: Of course I think we have to be blunt and frank when we think there are hindrances to trade… but at least we do it as friends and gentlemen, he said.