1. Looking into the Japanese mind
- Kim Pedersen
- Jul 30
- 3 min read
Published on July 25, 2015
Author: Kim Christian Botho Pedersen (Memorizeitall / Japan Trade Advisor)
© Kim Christian Botho Pedersen / www.japantradeadvisor.com
1.1 - Introduction
Doing business with Japanese people can be one of the most rewarding experiences. This applies to newcomers to Japan and also to people, like me, for whom Japan is a second home. Japanese hospitality and attentiveness to guests’ needs seem almost limitless.
You may have experienced genuine warmth while being guided around Japan by sincere hosts. They take care to explain their #culture, #customs, values, and ways of doing things. They want you to understand what it means to be Japanese.
Most Japanese hosts are genuinely interested in your background, culture, and identity. That kind of exchange feels mutual. It often becomes a win‑win situation even when you feel you are enjoying the most.
You may have been invited to exquisite meals featuring beautifully presented cuisine. The presentation is exceptional and sometimes looks like a million‑dollar experience. If you are new to Japanese cuisine, it may feel like discovering a whole new world. The service is impeccable, polite, and always with a smile.
Visiting a ryokan (traditional Japanese inn), an onsen (spa), or sightseeing may also impress you. Hosts often go the extra mile to make you feel like royalty. Japanese hospitality can be unforgettable and leave you with treasured memories.
And yet, contradictions emerge
On one hand, the food is refined and unlike anything you have tried before. On the other hand, some may find certain dishes inedible. Natto (fermented soybeans) is a prime example. Although some foreigners enjoy it, others, myself included, find its look, its smell and tastes unpleasant. If dishes used to serve natto are left unwashed, the odor can linger for days. Most Japanese avoid serving it to foreigners, though many (especially outside the Kansai region) eat it daily.
Other challenging foods include shiokara (fermented seafood), umeboshi (pickled plums), certain types of sushi, and pickles with strong taste.
Another cultural contrast involves table manners. Slurping noodles is considered polite in Japan because it shows appreciation. Yet in small noodle shops with shared seating, a neighbor’s slurp can spray soup into your bowl. The noise and the mess can be shocking. You may wonder how a culture so refined allows such behavior.
Furthermore, many Japanese find no issue with noisy chewing or lip-smacking. In many Western cultures children are taught to eat quietly from an early age. Although younger Japanese may feel embarrassed, the practice persists. Meanwhile, Japan also maintains sophisticated chopstick etiquette focused on hygiene and respect. Another apparent contradiction.
These contradictions extend into business practices
If you have worked with Japanese companies, you have likely asked yourself countless times why they did this or that or why they said this or that.
“I thought we had a deal. What changed?” “Why are they renegotiating even after the contract was signed?” “Why don’t they see that this is a good opportunity?”
Even when you believe you have done everything correctly, things may still fail.
More than 4 decades with Japan
I cannot promise answers to all your questions and curiosity, but with over four decades of experience in Japan, arriving in Japan first time in 1973, I can help you see Japanese business thinking more clearly.
Some businessmen claim that doing business in Japan is no more difficult than elsewhere. That can be both true and false depending on factors such as product, price, competitiveness, industry, service, timing, design, packaging, marketing, cultural fit, your relation to the importer, your effort, your marketing etc. Your business skills, understanding of the #Japanese mindset, flexibility, and complaint handling also shape success.
Industry matters. For example, if you are selling pork or beef, you may find Japan needs the product. Japans food self‑sufficiency rate is claimed to be low (less than 40%). Japanese produce cars themselves. So, it might be easier for you to sell meat, than cars to Japan, simply due to supply and demand issues.
Pricing is another challenge. Even if your price is better, trust and connections still matter. Japanese companies rarely disclose true buying prices. Factors such as your trustworthiness, availability, reliability, and support during complaints, often matter more than cost alone. "Don't fix it if it works". Don't change the supplier, if the present supplier does it well.
These contradictions may exist elsewhere but are especially pronounced in Japan. My goal is to give you insights into the Japanese mind so you can prepare, succeed, and build strong relationships with your Japanese counterparts.
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