Canon EMEA’s new CEO on growth, AI and the Middle East’s creator economy

Canon’s newly appointed President and CEO for Europe, Middle East and Africa (EMEA), Shinichi ‘Sam’ Yoshida, is no stranger to the region. Having first joined Canon UK as a trainee 40 years ago, Yoshida is now back to lead the business across 120 diverse countries – and he’s got a bold roadmap in hand.

In an interview with Gulf Business, Yoshida outlines how Canon plans to sharpen its focus on business imaging, expand in AI-powered and smart city technologies, and double down on opportunities in fast-growing segments like healthcare, gaming, and the creator economy in the Middle East and Türkiye.

Yoshida also sets out his five-point leadership framework and shares why the company’s legacy, R&D muscle and commitment to sustainability put it in prime position to ride the region’s digital transformation wave.

Can you tell us a bit more about yourself and your role in the EMEA region? 

I’ve recently joined as President & CEO for Canon Europe, Middle East & Africa (EMEA), a role that feels like a homecoming in many ways. My connection with this region began 40 years ago when I first came to Canon UK as an international trainee in 1984-85, spending a formative year at this HQ. 

However, the four decades of my Canon career were primarily in the US, where I spent significant time both professionally and personally. I had the unique experience of growing up both in the United States and Japan, which shaped my perspective. 

In my current role overseeing the EMEA region with its 120 countries, I’m struck by the level of complexity compared to the US market, which operates as a single market with one currency and primary language. The market dynamics across the region is a powerful asset, along with the many wonderful people and languages to the rich cultures and histories. I believe we can leverage this diversity as a strength to further connect with our customers and support their ever-evolving needs. 

These first few months are primarily a learning period for me. I’m focusing on visiting many customers, partners and our sales teams to understand what supporting customers in the EMEA region truly means. Fortunately, we have the advantage of strong brand recognition – people already know who Canon is, many are connected to us through the various core businesses and solutions we provide – all of which gives us a solid foundation upon which to build. 

As the newly appointed President & CEO of Canon EMEA, what is your long-term vision for the region, and how do you see Canon’s role evolving over the next five years? 

Leading an organisation spanning 120 countries and contributing about a quarter of overall revenues to Canon Inc., my vision builds on a robust foundation while embracing and establishing new opportunities. 

My approach is guided by five core leadership principles. First, establishing trust and integrity throughout the organization creates an environment where everyone feels safe and supported. Second, we should foster genuine two-way communication where the focus is not just on what’s said but also on ensuring the intended message reaches our audience. Third, creating “raving fans” among our customers who become natural ambassadors for Canon. Fourth, delivering consistent financial growth to enable future investment. And finally, pushing creative boundaries by encouraging innovation and avoiding the status quo. 

In the next five years, we will strengthen our core imaging and printing businesses while expanding further into B2B Imaging, Industrial Printing, and Information Management. 

This expansion will continue to use our technological expertise to enter new markets, as we’ve successfully done with medical imaging and network cameras. 

Throughout this evolution, sustainability, guided by our Kyosei philosophy, remains central, driving our development of circular business models and community initiatives like our Canon Young People Program. 

What’s your view on the current business landscape and how do you see the impact it has on Canon EMEA in the future? 

As an imaging company in a world where imaging is increasingly omnipresent, we’re positioned well for growth. This potential stems from our ability to expand into diverse business areas connected by imaging technology needs.  

We’ve started 2025 on firm footing, with our first quarter in EMEA showing promising year-over-year growth and hitting our targets. This early momentum is crucial as we work to deliver our annual objectives and longer-term goals. 

Building on our successful strategic acquisitions in medical, network cameras, and robotic vision industries, we’re well-equipped to meet evolving market demands across sectors. 

Our 2024 financial results reflect this strength, with 6.6 per cent sales growth in Europe driven by solid Q4 performance in print and imaging. Globally, Canon Inc. achieved 7.9 per cent sales growth, marking a new record year through steady demand for mirrorless cameras, semiconductor equipment, and network cameras. 

This momentum was particularly evident in Europe’s print business, which grew 8.5 per cent through production printing success following orders from drupa, one of the world’s biggest print trade shows. Similarly, our imaging business accelerated throughout 2024, achieving 12.2 per cent Q4 growth and 3.8 per cent annual growth, supported by successful launches of the EOS R1 and EOS R5 Mark II. 

While external challenges continue, our focus on product and solutions innovation, customer-focused technology, and service excellence positions us to build on this momentum throughout 2025. 

Canon Middle East and Türkiye (CMET) is forecasting 10 per cent growth across consumer and business segments in 2025. What are the key drivers behind this ambitious target? 

CMET’s 10 per cent growth target aligns with regional economic growth projections of 1.9 per cent for the Middle East and 4 per cent for Türkiye and the four foundational pillars driving CMET’s future direction in the mid-term. The ‘Customer of Tomorrow’ embraces the ‘New World and New Customer’ and builds on past successes to foster confidence and continued innovation; the ‘Employee of Tomorrow’ seeks to develop skills and capabilities through learning and development for a future-ready workforce; the ‘Partner of Tomorrow’ enhances regional and country-specific partnerships to boost partner capabilities. Finally, the ‘Mindset of Tomorrow’ nurtures the ‘Our Purpose’ mindset, prioritising internal growth and cascading partner success. 

A strong foundation has been established by the team for accelerated growth with drupa 2024 and imaging business growth, driven by the launch of new models designed specifically for content creators to elevate their filming and vlogging experience. The PowerShot V1, EOS R50 V and the RF-S 14-30mm F4-6.3 IS STM PZ, products align with the “customers of tomorrow” pillar and are built specifically for creators – from vloggers and live streamers to documentary-makers and social media influencers. 

The Middle East and Türkiye region offers compelling opportunities through infrastructure development in smart cities, widespread digital technology adoption, and a tech-savvy population.  

By strategically investing in digital printing, professional imaging, security, and healthcare, we’re capitalising on these regional dynamics to deliver sustained growth. 

Canon invests over 8 per cent of its global sales in R&D. How is this investment shaping the company’s technological advancements in imaging solutions for the Middle East and Türkiye? 

Our substantial R&D investment, yielding over 3,000 US patents annually, drives innovation throughout our portfolio. This translates to enhanced AI capabilities in cameras, advanced medical imaging solutions and semi-conductor chipmaking capability.  

A prime example is our breakthrough nanoimprint semiconductor manufacturing system, capable of producing 2nm semiconductors at lower costs.  

Thanks to this, we’re delivering tailored solutions for these rapidly developing markets by focusing investments on regional priorities like security, sustainability, and digital transformation. 

What are the biggest challenges Canon faces in this region, and how is the company adapting to changing market dynamics? 

There are four interconnected challenges that we see in our region: rapid digital transformation, growing cybersecurity concerns, increasing sustainability demands, and dynamic market conditions.  

In response, we integrate regular portfolio updates with advanced security features like those in our imageFORCE C7165, which uses AI-based Security Environment Estimation Technology to optimise protection. For instance, it will analyse whether the device is connected via private or public network and optimise the security settings. 

These efforts are guided by our Kyosei philosophy, driving sustainable design practices and market-specific approaches.  

Unifying these initiatives is our 2025 strategy, centered on the ‘Customer of Tomorrow’ initiative to anticipate and meet evolving consumer needs. 

The Middle East and Türkiye are evolving markets with strong digital transformation trends. How does Canon plan to capture emerging opportunities in sectors such as AI, automation, and smart imaging? 

We’re capturing these opportunities through integrated innovation across our portfolio, from AI-enhanced camera focus systems to advanced medical imaging solutions. This approach extends to smart imaging, where we’re expanding beyond traditional photography, into network cameras that support the region’s smart city initiatives.  

By aligning our strategic investments with regional development priorities, we’re addressing specific market needs through a powerful combination of imaging expertise and emerging technologies.  

Looking to 2025, we’ll continue delivering solutions that facilitate digital transformation, enabling businesses to operate more efficiently, securely, and sustainably across the region. 

Sustainability is a growing priority for businesses in this region. How does Canon integrate sustainability into its regional operations and product offerings? 

Our sustainability approach has us on track for a 50 per cent reduction in lifecycle CO2 emissions per product by 2030, having already achieved 44 per cent reduction since 2008.  

This progress comes through our integrated focus on waste-reducing manufacturing, extended product lifecycles, and effective takeback schemes, which processed 83,763 tons of waste into materials in 2023.  

These principles shape our product innovations, such as lighter imageRUNNER ADVANCE printers with 25 per cent less plastic.  

Beyond our operations, our Climate Contribution Project enables regional businesses, including Ajman Bank, Arab National Bank, United Arab Bank, and Al Majdouie Holding, to offset emissions through verified environmental initiatives. 

Are there any specific markets or verticals within the Middle East and Türkiye where Canon sees untapped potential for further expansion? 

We see substantial potential in AI-powered imaging and innovative print technologies across the region, where we’re focusing on delivering high-performance, sustainable solutions for both content creators and businesses. This approach complements our expansion of cloud-based services supporting hybrid work environments and digital transformation initiatives. 

Canon identifies several promising opportunities in the Middle East and Türkiye, driven by the region’s dynamic economic landscape and evolving technological trends: 

• Healthcare Imaging: With the region’s growing focus on advanced healthcare infrastructure, Canon aims to leverage its imaging technology to support medical diagnostics and treatment.  

• Music Streaming and Video Games: With the rapid growth of digital entertainment, Canon aims to support content creators in the music and gaming industries by providing high-quality imaging solutions that enhance production value and user experience. 

• Consumer Electronics: The demand for advanced consumer electronics continues to rise. Canon’s innovative cameras and printers are well-positioned to meet the needs of tech-savvy consumers seeking superior imaging capabilities. 

• Printing (Commercial and Industrial): Canon plans to expand its commercial printing business and strengthen its industrial printing segment. The transition from analogue to digital printing presents a significant growth opportunity, allowing Canon to offer cutting-edge solutions that improve efficiency and output quality. 

• Broadcast and Cinema: Canon is committed to enhancing its video and broadcast TV proposition. By leveraging its advanced broadcast lenses and cinema cameras, Canon aims to support the region’s burgeoning media and entertainment sectors. 

• Safety and Security: Canon’s imaging technology can play a crucial role in safety and security applications, providing high-resolution surveillance and monitoring solutions that ensure safety and security. 

• Corporate and Education: The hybrid work trend has created a demand for hybrid printing solutions. Canon’s ecosystem of hardware, software, and services is designed to support the evolving needs of corporate and educational institutions, ensuring seamless integration and enhanced productivity. 

• Creator Economy: The Middle East and Türkiye are home to a booming creator economy, with over 200,000 content creators. Canon’s unmatched imaging ecosystem, from cameras to printers, positions it as a key player in supporting this vibrant community by providing tools that cater to their creative needs. 

• Office Technology Landscape: Canon is adapting to changes in the office technology landscape, focusing on AI, cybersecurity, cloud solutions, and sustainability. These advancements ensure that Canon’s products remain relevant and secure in a rapidly changing environment 

By capitalising on these opportunities, Canon aims to build on consumer and customer confidence, driving growth and innovation across various segments in the Middle East and Türkiye. 

With the rise of hybrid working and digital transformation, how has demand shifted between Canon’s consumer and business imaging solutions? 

Hybrid working has transformed demand across our portfolio, boosting interest in high-quality cameras and home printing solutions for consumers, while businesses increasingly seek digitization, cloud integration, and enhanced security. With 93 per cent of organisations adopting digital-first strategies, we’re seeing strong demand for document management solutions that support distributed teams while reducing operational costs.  

This shift has also heightened focus on security, where products like our imageFORCE C7165 address critical cybersecurity concerns in remote work environments through advanced protective features, ensuring information security regardless of employee location.