As we move through the warm days of July 2026, the Saint John business landscape is experiencing a dynamic shift. While local tourism and retail are enjoying the seasonal boost, our industrial and export sectors are setting their sights much further abroad to ensure long-term resilience.

Looking East: New Brunswick’s Push into Asian Markets

Market diversification is more crucial than ever for our world-class exporters right here in Saint John. Recently, Opportunities NB (ONB) Vice President of Investment and Trade, Steve Milbury, participated in a Canadian delegation to Japan and South Korea. The mission aimed to attract foreign investment and uncover valuable opportunities for New Brunswick businesses.

According to the latest update from ONB, both Japan and South Korea are investing heavily in industries where our region excels, opening new doors for local expansion.

Key Growth Sectors for Saint John

Energy and Advanced Manufacturing

There is a massive appetite in Asia for critical minerals, advanced manufacturing, battery technology, hydrogen, and nuclear energy. This is particularly relevant for Saint John, given our strong energy hub and the province’s unique position as one of only two Canadian provinces generating nuclear energy. South Korea, a global leader in nuclear energy, presents a prime opportunity for collaboration and export.

Seafood and Agriculture

It wouldn’t be a New Brunswick export story without mentioning our world-renowned seafood. While products like lobster and salmon already have a solid footprint in Asia, ONB notes there is still significant room for growth in these markets for local fisheries and distributors.

The AI and Tech Boom

Another major takeaway from the trade mission is the rapid adoption of Artificial Intelligence (AI) and cybersecurity. Asian companies are embracing AI across all industries to boost productivity, signaling a strong potential market for Saint John’s growing tech and cybersecurity sector.

Taking the Next Step

Entering the Japanese and South Korean markets requires dedication and relationship-building. These markets value strong, reliable partners, and Canada’s reputation as a trusted trading partner gives local businesses a distinct advantage.

Saint John companies looking to expand their global reach are encouraged to connect with ONB’s Export Development Team and explore the Market Entry Development Program to help navigate cultural differences and secure lasting international partnerships.

Frequently Asked Questions

Why are Japan and South Korea important markets for Saint John businesses?

Both countries are global leaders in advanced battery technology, automotive manufacturing, and clean energy. They have a high demand for products and expertise that New Brunswick and Saint John specialize in, such as critical minerals, nuclear energy, and seafood.

What support is available for local businesses wanting to export?

Opportunities NB (ONB) offers targeted programming, including the Market Entry Development Program, and organizes government-led trade missions to help businesses connect with potential international partners and navigate new markets.

How is AI impacting international trade opportunities?

Asian markets are rapidly adopting AI to improve productivity across various sectors. This creates a lucrative opportunity for Saint John’s tech and cybersecurity companies to export their innovative solutions to a highly receptive audience.