14.2

million

Chapter One

High-level introduction to Japan

The first chapter introduces Japan as a market, highlighting the key structural factors that shape behaviour and long-term decision-making.

Chapter Two

Design as a shared language

The second chapter explores design as a shared language between Denmark and Japan, and how it communicates value, trust, and credibility across cultures.

Chapter Three

Japanese consumer perceptions

The third chapter explores Japanese consumer perceptions of value, quality, and foreign brands, highlighting cultural differences and opportunities for meaningful alignment.

Chapter Four

Insights into strategic directions

The fourth and final chapter translates these insights into strategic directions for Danish companies seeking to build long-term relevance and credibility in Japan.
Japan Report 2026

Hisamitsu Takai

Hisamitsu Takai

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Anders Holm

Anders Holm

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Tine Hasling Rasmussen

Tine Hasling Rasmussen

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