Nevertheless, due to its richness and the scale of its market, Japan easily captures the interest of business operators from all over the world.

Of course, its (relative) cultural distance from the West and the widespread belief in deep differences in mindset and business practices can initially intimidate foreign entrepreneurs approaching it for the first time.

These concerns are partly justified: Japan, its public administration, business culture, legal system, and consumers indeed present significant differences compared to their Italian or European counterparts. Language and geographical distance also represent understandable challenges.

However, Japan has been open to the outside world for over 150 years (in fact, 2016 marked the 150th anniversary of the Treaty of Friendship and Commerce between Italy and Japan), and it has continuously absorbed Western social, economic, and legal models—at times with remarkable enthusiasm. Culturally, socially, and even legally, modern Japan can therefore be considered much closer to us than it may initially seem.

This country should not deter those who wish to do business there, as long as the approach is serious and well-structured. In this context, a solid understanding of Japanese culture, social dynamics, and legal framework may well be the key to overcoming the challenges posed by difference—turning them into entrepreneurial opportunities.