This year, explore Japan’s legacy and its vision for the future.
Did you know that the Portuguese were the first Europeans to arrive in Japan, back in 1543? At the time, Japan’s only international contacts were with China and Korea. The Portuguese, mostly arriving from Macau and Malacca, were perceived as strange and exotic, earning the name namban-jin (Southern Barbarians). Yet, they were welcomed and remained in Japan for nearly a century, introducing new products, cultures, and ideas—yes, even firearms. Despite their destructive potential, firearms played a role in Japan’s unification.
This early encounter left a lasting linguistic legacy: words like butan (from botão, meaning button) and tabako (from tabaco) were adopted into Japanese, just as some Japanese words found their way into Portuguese. More importantly, this moment marked Japan’s first exposure to a much broader world.
Fast forward to today, and Japan stands as a global powerhouse in economics, politics, and technology. It sets trends in fashion, consumer goods, and innovation—captivating audiences worldwide. Yet, it remains one of the most demanding markets. Selling successfully in Japan is not just about tapping into a major economy; it’s a mark of quality and precision—a global badge of excellence. Many international companies, from small businesses to multinationals, have learned—sometimes the hard way—that entering Japan requires deep cultural insight and market understanding.
Next month, Japan will host Expo 2025 in Osaka, under the theme “Designing Future Society for Our Lives.” It’s a unique opportunity to explore a country that has long fascinated the world—not only for its traditions and technology, but also for its ability to shape global trends.
Just as the Portuguese and Japanese once exchanged knowledge and transformed their societies, this is our chance to rethink and redesign the societies of the future.
Will you take part in making change happen?