— Latest update: May 2022 —
Over the past decades, Japanese clients came to adopt a consuming behavior very similar to their counterparts in Europe and the United States. Traditionally, Japanese consumers have tended to be rather loyal toward brands and to value quality over mass consumption. This is especially true for older consumers in a rapidly ageing population. On the other hand, the young generation of customers adopts new behaviors in relation to digital technologies and the slowdown of the Japanese economy.
This website and related activities are managed by the EU-Japan Centre for Industrial Cooperation, a joint venture between the European Commission's Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs (DG GROW) and the Japanese Government's Ministry of Economy, Trade & Industry (METI).
Hundreds of web pages with up-to-date information on Japan, more than 400 market reports and recorded webinars available as well as a lot of detailed information on Japanese business culture.