Seiren North America celebrates 20 years in Morganton

But the truth is that Seiren North America (SNA), an automotive upholstery manufacturing company with Japanese ownership, has been in place there for more than two decades now.

An initial 20th anniversary celebration was postponed by the worldwide COVID 19 pandemic, but on July 20 the company’s 230 employees, company officers from Japan, and local business and political leaders gathered to celebrate both the company’s heritage and its future.

SNA’s parent company, Seiren Co. Ltd., is headquartered in Fukui City, Japan. Over the years, the company has expanded its business to manufacture products for medical materials, clothing, beauty supplies and the  automotive upholstery industry.

“In early 2001, I was with a group of people who visited this empty Coca-Cola plant, in hopes that it would turn into some place that would be a part of our community,” said Morganton City Manager Sally Sandy in remarks at the celebration.

“Boy, did it do that!” she continued. “That visit was the beginning of a relationship and a partnership…for which  the city is very grateful. In December 2001, the N.C. Department of Commerce announced that Viscotec Automotive Products (the company’s previous name) would be locating in what was then 270,000 square feet.” 

Among the Seiren VIPs attending the celebration were President Hajime Yamauchi, Seiren Group President Hideyuki Yamada, Executive Vice President Koji Kawada, Managing Executive Officer and Director Yasunori Takezawa, Senior Executive Officer Tomohiro Izumi, Executive Officer Fujio Hosoda, and Corporate Planning General Manager Naoya Shimizu.

SNA Executive Vice President Jeff Kale explained how Morganton came to be selected by Seiren as a manufacturing site.

“This particular area was selected for SNA because of several reasons,” Kale explained.  “North Carolina has many textile companies with highly skilled workers. All material suppliers are close by and there’s good transportation for delivering products in the automotive supply chain. Burke County has very similar latitude, weather, and landscape to the parent company’s (Japan location).”

President Yamauchi also spoke about his involvement and how proud he is of the company. 

“I am happy that you could join us today to recognize this important milestone for our company,” he said. “I was fortunate enough to be a part of this upstart team here…Our company's future dream is to continue to expand our production capability, our technology, and our production.” 

Burke County Chamber of Commerce President and CEO Tonia Stephenson congratulated everyone on their success and their involvement in the Burke County community. 

“I think about the emotions and the excitement that had to be a part of this day back then and I feel it today,” she said.  It is just really exciting that this company’s been here for 20 years, yet the excitement is still here. We are so very grateful to have you here. You have provided great jobs for our citizens through the years. Not just for our county citizens, but citizens from our surrounding counties.” 

Kale also recognized the company’s retired employees as well as the team members who have been with SNA since it first started operations.. 

He then recognized one of the longest standing employees of SNA. Roger Burnett, who was presented with a special plaque recognizing his more than 20 years of continuous service.

The ceremony concluded with a ceremonial tree planting.

“Symbolic tree planting ceremonies are an age-old ritual in many countries and in many cultures,” said Kale. “ Planting a healthy young tree in the ground is a symbol of celebration representing life.”

Saydie Bean is a summer intern for The Paper. She may be reached at 828-445-8595 or via email at saydie@thepaper.media.