Amalie Nielsen

There is no one-size-fits-all approach to cross-cultural understanding and design. It lies in the nuances, years of experience, and practical know-how. For close to two decades, we have been deeply interested in the cultural dynamics within design, especially how it evolves between Denmark and Japan. By observing, working with, and interviewing Japanese companies, we aim to highlight some of the most important aspects and opportunities from a broader perspective. In this two-part article, we hope to share insights on how Danish companies with design knowledge can successfully venture into Japan.

Design knowledge integrates the insights, principles, and methodologies that underpin effective design practices. It is not just about aesthetics but involves a deep understanding of user needs, cultural contexts, and the functionality of products and services. In Denmark, design knowledge is characterized by a focus on simplicity, sustainability, and user-centered design, which resonates well with the Japanese appreciation for craftsmanship, attention to detail, and functional beauty.

Both Danish and Japanese designs are rooted in a minimalist approach that values simplicity, functionality, and natural materials. This shared design philosophy is evident in the widespread appreciation for clean lines, uncluttered spaces, and the thoughtful integration of form and function. Danish design’s “less is more” approach aligns seamlessly with the Japanese aesthetic of “Ma,” which emphasizes the importance of space and the beauty of simplicity.

The concept of “Ma” in Japanese design refers to the intentional use of negative space to create a sense of balance and harmony. It is the pause or interval between objects, sounds, or actions, allowing each element to stand out and breathe. This principle can be seen in traditional Japanese architecture, gardens, and even in everyday objects. By incorporating “Ma,” designs achieve a sense of calm and tranquility, emphasizing the importance of what is left unsaid or undone. This aligns with the Danish design ethos of eliminating unnecessary elements to focus on the essential, creating an understated elegance.

Recently, there has been a growing trend in Denmark that focuses on Japanese design. This mutual admiration has led to a cross-pollination of ideas and practices. Danish designers are increasingly looking to Japanese craftsmanship for inspiration, while Japanese consumers and businesses are embracing the sleek, functional aesthetics of Danish design. This trend is facilitated by a cultural exchange that celebrates the strengths of both design traditions.

This influence extends beyond design. For example, the popularity of Japanese cuisine in Copenhagen has soared, with numerous sushi bars, ramen shops, and izakayas opening across the city. Danish chefs are incorporating Japanese techniques and ingredients into their culinary practices, creating fusion dishes that delight both Danish and Japanese palates. This cultural exchange enriches both societies, fostering a deeper appreciation for each other’s traditions and innovations.

In part two of this article, we will explore how design knowledge can be exported, the opportunities, and the barriers to overcome—so let’s stay connected.

Design is everywhere. It’s one of our most important tools, yet it’s often misunderstood—especially in companies that don’t fully integrate it into their daily operations. So, what is design, really? And how has our perspective on it shifted over time?

We believe design isn’t just about aesthetics. It’s about purpose, sustainability, and long-term value. But how can businesses shift their approach to harness the true power of design?

Design is often seen merely as a visual enhancer, improving the look and feel of products and services. This traditional view limits the transformative power of design thinking as a continuous, coherent process.

The first shift is to move from a one-off design process to a broader perspective, recognizing how design can bring purpose and value, alongside aesthetics, to the core of the business.

According to the World Economic Forum’s Circular Economy: Strategic Intelligence Briefing*, the circular economy is vital for achieving the United Nations’ Sustainable Development Goals. Circular economy models can trigger far-reaching changes in major industries, making circular design essential for moving towards a sustainable future.

Design choices significantly impact the environmental footprint of products and services. Through thoughtful design, we can challenge traditional models and introduce new business concepts based on circularity. This includes creating products with longer lifespans that can be shared, repaired, or upgraded modularly.

In many companies, design is seen as an afterthought. However, design thinking needs to be integrated from the beginning and championed by leadership to create a strong foundation.

Both new and existing products offer opportunities when designed with circularity in mind. Selling a product is no longer the only model for profit. Consider how the customer journey can transform from a single transaction into multiple transactions and touchpoints throughout a product’s lifecycle, including initial purchases, resale services, repair services, or upgrades. Additionally, exploring closed-loop systems that enable material reuse can further enhance sustainability. This approach highlights the link between purpose and profit.

Committing to circular design principles is a visible step toward sustainability. Circular design ensures products and processes are planned with their entire lifecycle in mind, reducing waste and promoting efficiency. According to the World Economic Forum*, adopting circular design can significantly reduce waste and greenhouse gas emissions, creating more sustainable and efficient production and consumption systems.

Stay ahead by examining trends and insights from other industries. This broader perspective can inspire new ideas and help you adapt to changing market demands. Embracing sustainability in design and business models is no longer just a trend—it’s a fundamental necessity. The trends lie beyond that and require significant effort from organizations to explore them fully.

Bringing in an outside perspective can help you see changes and trends that might not be apparent from within your industry. An outsider’s viewpoint can offer fresh insights and innovative solutions.

To conclude, our perspective and approach to design have evolved from focusing solely on aesthetics to embracing an ongoing, evolving process deeply integrated into the business.

By rethinking design as a foundational element, businesses can achieve significant positive changes. However, this shift requires leadership, vision, and a willingness to challenge the status quo.

*Sources: https://intelligence.weforum.org/topics/a1Gb0000000pTDMEA2