J-STORIES – In 2023, Germany passed Japan’s GDP as the third-largest economy in the world. In this country, communications and PR specialist Björn Eichstädt many years ago discovered a profound connection with Japan, a nation that has seamlessly blended culture, technology, and business processes. ”A society where everything functions incredibly smoothly. Japan is a country that has achieved astonishing development in terms of culture, technology, and business processes,” Eichstädt told J-Stories. Having traversed the Japanese tech landscape for over a decade, Eichstädt sheds light on the often overlooked opportunities and challenges faced by Japanese companies in the global market.
The Japanese Innovation Perspective
In a reflection on Japan’s innovation landscape, Eichstädt dismisses the Silicon Valley emulation mindset prevalent in the past decade. Instead, he praises Japan’s unique focus on societal, convenience-driven, and holistic innovations. “Japan’s Innovation is very much driven by holistic systems and processes. So Japan is the best country in the world in terms of, for example, making trains drive punctually and this is not only because the technology is so much greater than in other countries. But because the system organization around it is so good,” explained Eichstädt. Advocating for long-term thinking and sustainability, he posits that these qualities are exactly what the world needs. However, Eichstädt also emphasized that many Japanese companies lack the communication skills and channels to sell their approaches to foreign markets.
Discovering the Invisible Companies
As Managing Partner and Co-Owner of communications agency Storymaker, Eichstädt decided to support Japanese technology-related companies in positioning their stories about 12 years ago. His curiosity was piqued when he discovered numerous innovative Japanese companies with virtually no recognition in Germany in the early 2010s. “I realized that there’s a lot of companies in Japan that I had never heard about in Germany, although they had offices here”, said Eichstädt. “They are interesting companies with great products. They have an office in Germany. Why have I never heard about these companies? And so I came to the conclusion that maybe the reason is because they are not doing good communications work.” This lack of visibility, he realized, stemmed from the Japanese companies’ inadequate or even non-existing communication strategies.
The Dilemma of Invisibility
Eichstädt discusses the paradox of Japanese companies intentionally remaining invisible in the past due to a desire for a global identity. However, with an aging society and a shrinking workforce, these companies now for example grapple with the challenge of recruiting skilled workers. Through interviews and meetings, Eichstädt saw a shift in the approach of these Japanese companies as they realized that being Japanese holds positive connotations in Europe. As a result, the companies started to embrace their cultural identity for better visibility. “In Europe, Japanese is seen as something very positive,” Eichstädt continued. “Today the Japanese companies see that being Japanese is offering them a lot of communication potential.”
Bridging the Communication Gap
While many Japanese companies are still in the early stages of communication in Europe, Eichstädt’s Storymaker assists many of them in fundamental aspects like finding the right core story for Europe, creating local landing pages, crafting European presentations, and producing company videos, but also connecting Japanese companies with the media and social media communities. “We often support even bigger companies that have never told their story. Like: why they are in Germany and what they are doing in Germany and what the background of their German journey is. They have never really told this to their social media followers and their employees,” said Eichstädt. He emphasizes the importance of storytelling, utilizing their platform to narrate companies’ journeys, fostering engagement among employees and readers alike.
Navigating the European Landscape
Eichstädt highlights the complexity of Europe, urging Japanese companies to understand the diverse countries and cultures within the continent. He notes that successful Japanese companies in Germany often focus on B2B and technology, aligning with the country’s strengths in machinery, automotive or environmental technologies. “They are really active in a niche. So a lot of them are doing a lot of trade shows as trade shows are very important in Germany. So Japanese robotics companies, for example, I see them at trade shows in Germany all the time,” said Eichstädt.
Visibility through trade shows and engagement with business media plays a pivotal role in their success.
Embracing the Japanese Spirit
Eichstädt’s admiration for Japan dates back to his 2010 honeymoon trip, where he felt an inexplicable positivity reminiscent of the Japanese movies he cherished in the decade before. The allure deepened over the years, prompting him to delve into the Japanese tech scene later. “Japan is a country that feels completely different compared to other advanced industrialized countries in the world. I already had this feeling in 2010, but this feeling has become even stronger within me over the past few years,* said Eichstädt. Contrary to the common perception that Japan’s progress has stagnated, Eichstädt argues that Japan is developing permanently around a unique set of strengths.
A Holistic Approach and Inclusive Solutions are Japan’s strength
In his own essay in 2020, Eichstädt notes that in Japan, the dynamics of innovation distinguish it from other nations. Innovation unfolds incrementally, prioritizing the customer, adopting a longer-term outlook, and embracing a holistic approach that incorporates both individuals and society at large. For example, in the realm of payment services innovation, Japan pursues solutions that embrace the inclusivity of all available payment methods. Whether engaging in a shopping spree at a Japanese supermarket or paying a taxi fare, consumers enjoy the flexibility to opt for a variety of payment options, including cash, debit cards, prepaid cards issued by public transportation, credit cards, and various mobile payment systems. Eichstädt expressed that the guiding principle is one of inclusive innovation rather than disruptive innovation, reflecting the commitment of Japanese innovators to ensure that no one is left behind. In Japan’s cultural context, the overarching priorities are the collective interests of the group and the individual customer. In Japan, pursuit of total optimization takes precedence over innovation ideas solely focused on individual profit. Eichstädt emphasized that this truly is the strength of Japanese companies.
Convincing Through Storytelling
Eichstädt emphasizes the need for Japanese companies and startups to convince people through compelling storytelling rather than relying on traditional advertising methods. “As a Japanese startup that wants to go to a foreign market, you need to convince people,” said Eichstädt. “A lot of the companies if they do some kind of communication work, they try to go the easy way so they buy space on some website and then they send this advertising article there. Then they hope that somebody sees this but of course people usually don’t click on these articles that are clearly marked as advertising.” He stresses the importance of engaging with journalists, conveying a clear use case for their technology, and understanding the European market’s dynamics. “You will succeed if people understand what you do and if people are interested in what you do and they (journalists) are the natural people that you have to convince because they are looking for interesting stories,” said Eichstädt. Eichstädt continues to highlight the untapped potential of Japanese tech giants and their journey toward enhanced visibility and success in the global arena.
Writing by Chika Osaka
Photo by Alfie Goodrich
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