100 Stories1974 Taking Initiative in Europe - APR Europe

The basic technology of printing has remained virtually unchanged for more than 500 years from its invention by Gutenberg until the 1960s. Asahi Kasei saw a high potential for product substitution through technological innovation, and proceeded to develop photosensitive resins as a next-generation product to replace lead plates, which had been a source of pollution and industrial accidents.

In the chemical business, substances that discolor and decompose under the light of gunpowder have long since been well known, but it was not until 1968 that the company developed a photosensitive combined polyester-based resin. In partnership with newspaper companies that would major customers, the company developed an APR™ (a liquid photosensitive resin)-based plate-making system, and in 1970, it launched a system that combined photosensitive resin, plate-making equipment, and the company’s technical know-how. The company exported this technology to Hercules in the U.S., which led to the worldwide acclaim of APR™ and in 1973, the company began full-scale production in Fuji City.

In order to produce and sell the world-renowned APR™ in Europe as well, APR Europe was established in Belgium in 1974 as a local subsidiary jointly funded with Marubeni Corporation. Although the photosensitive resins industry was thought to expect have a large increase in demand due to its potential, this was the first time a Japanese company had entered the photosensitive resins sector overseas. It was also a milestone for Asahi Kasei, as it was its first European sales company.

In 1981, the company changed its name to Asahi Kasei Europe, and was positioned as a sales base not only for APR™, but also for the Asahi Kasei Group. APR™ is highly regarded in the newspaper industry, where plates are made and printed several times a day, and has established a firm foothold. A good example of APR's reputation in Europe is the visit by British Prime Minister Thatcher to the company. This was made possible by the fact that APR™ was used for the printing and plate-making for British newspapers. The photos that appeared in the newspapers at the time are still in Asahi Kasei’s permanent archives.

In October 1998, following the dissolution of Asahi Kasei Europe and Asahi Kasei Deutschland, the company began operations as Asahi Photoproducts, which is now engaged in the photosensitive materials business.

The newspaper printing presses, which are the main users of APR™, are not able to halt operation even for a single day. This requires 24-hour follow-up and routine maintenance. To make these things happen, it is necessary to have technical services in place that can respond immediately. It also requires skilled and experienced personnel, some of whom have more than 20 years of experience, and some of whom are actually the second generation working for the company. The success of APR™ is not only due to its superior technical capabilities, but also to the power of its people who support its roots.