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In Part 1 of this article, we explored the cultural and philosophical synergies between Danish and Japanese design, delving into how these shared aesthetics and principles form a foundation for potential collaboration. We examined the minimalist approach and the concept of “Ma” that both cultures value, highlighting current trends and the mutual admiration that facilitates a fruitful cultural exchange.

The second part of our exploration addresses the practical challenges and strategic processes involved in exporting Danish design knowledge to Japan. While the theoretical alignment of design philosophies between Denmark and Japan is evident, actual market entry requires a deeper understanding of the Japanese business landscape, trust-building mechanisms, and tailored marketing strategies. Danish design agencies must navigate cultural nuances, establish strong local partnerships, and adapt their approach to resonate with Japanese consumers and businesses.

The first step in successfully exporting Danish design knowledge to Japan involves understanding the market dynamics. Thorough market research is essential to grasp the specific needs, preferences, and trends within the Japanese design sector. This involves analyzing consumer behavior, competitive landscape, and identifying gaps that Danish design can fill. Alongside market research, gaining cultural competency is crucial. This means developing a deep understanding of Japanese culture, business etiquette, and communication styles, which include the significance of hierarchy, the importance of group harmony, and the meticulous attention to quality and detail.

Building local partnerships is another critical aspect of this process. Forming strategic alliances with established Japanese design firms can provide Danish agencies with local insights and a foothold in the market. These partnerships should be based on mutual respect, shared goals, and a clear understanding of each party’s strengths. Building trust is a gradual process in Japan; Danish agencies must demonstrate reliability, consistency, and a genuine commitment to long-term collaboration. Participating in joint projects, workshops, and maintaining consistent communication are effective ways to build and maintain trust.

Tailoring marketing and presentation strategies to fit the Japanese market is also essential. Creating marketing materials, presentations, and company profiles in Japanese shows respect for the local language and makes it easier for Japanese partners and clients to understand and engage with your offerings. Japanese business culture values detailed presentations and note-taking, so it is important to ensure that your presentations are interactive, visually appealing, and accessible on various devices, including tablets for informal settings.

To successfully export Danish design knowledge to Japan, Danish agencies should adopt a multi-faceted approach. First, leveraging mutual design philosophies can highlight the common ground between Danish simplicity and Japanese minimalism. Using case studies and examples of successful cross-cultural design projects can illustrate the potential of this collaboration.

Engaging in knowledge sharing is another effective strategy. Developing white papers, research reports, and joint publications in collaboration with Japanese partners can focus on the benefits of Danish design principles and how they can be integrated into Japanese projects. This knowledge sharing can also include webinars, workshops, and seminars that bring together experts from both cultures to discuss and explore design innovations.

Emphasizing sustainability and innovation is key, as Japanese consumers and businesses have a growing interest in these areas. Danish design’s emphasis on sustainability should be a primary selling point, showcasing innovative projects that align with Japan’s focus on environmental consciousness and sustainable practices.

Participating in cultural exchange programs can further enhance collaboration. Engaging in initiatives such as design workshops, exhibitions, and conferences in Japan offers opportunities to network, share knowledge, and demonstrate Danish design expertise firsthand.

Investing in a long-term presence in Japan is crucial for sustained success. Establishing a dedicated business unit or representative in Japan signals commitment and provides a local touchpoint for ongoing collaboration and customer support.

A transformative wave is sweeping through Japan, marking a significant shift in its startup ecosystem. A recent feature in The Japan Times highlighted an innovative mentoring program aimed at catapulting Japanese later-stage startups onto the global stage. This initiative is not just a strategy; it’s a testament to the changing tides in Japan’s business landscape.

The younger generation of entrepreneurs is at the forefront, driving Japan towards a more outward-looking future. Their ambition is clear: to break through traditional barriers and make Japan an accessible hub for international business. This shift aligns well with the Danish approach to design and living, which emphasizes innovation, sustainability, and a balanced lifestyle.

Tokyo Metropolitan Government’s vision outlined in its 2021 long-term strategy, aiming to position Tokyo as “the most startup-friendly city in the world.” With Tokyo’s ambition to become a global startup city, there are great opportunities for collaboration and growth in the Japanese market. The younger generation’s focus on international perspectives and innovative practices resonates with the Danish design philosophy, which integrates functionality, simplicity, and a holistic approach to living. This convergence creates a fertile ground for Danish design agencies to not only export their design knowledge but also share their way of life, influencing how spaces are created and experienced in Japan.

Exporting Danish design knowledge to Japan is a promising yet challenging endeavor. By embracing cultural nuances, building strong local partnerships, and tailoring marketing strategies, Danish design agencies can successfully navigate the Japanese market. The alignment of Danish and Japanese design philosophies provides a strong foundation for collaboration, while a strategic and patient approach ensures long-term success. As both cultures continue to admire and learn from each other, the potential for innovative and impactful design solutions is immense. With Tokyo’s strategic push towards globalization and becoming a startup-friendly city, there are now more opportunities than ever for Danish design firms to establish a strong presence and thrive in the Japanese market.

This article is written by Ole Takai and the sound is made with AI.

Ole Takai, Client Director and Concept Designer at Twenty Eighty, uniquely combines Danish and Japanese influences in his work. Raised by Danish-Japanese parents in Denmark and deeply connected to his Japanese roots, Ole has spent significant time in Japan. He began his career in graphic design and web development and has expanded into strategic design and business development over the past 19 years, taking on various roles within agencies and startups.

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