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Digitalisation & Design

Increased political focus on digitisation of the public sector gives many export opportunities for Danish companies in Japan. Furthermore, Danish design and lifestyle are in high demand by the Japanese consumers 

Japan is considered by many as a pioneer of ground-breaking digital technologies, consumer electronics and gadgets. However, the Covid-19 crisis made it clear that within digitalisation of the public sector, Japan is lagging behind. Therefore, intense political focus has been set to digitalise Japan and to get away from stacks of documents, stamps and analogue technology. To this end, Japan has now also set up a specific agency responsible for digitalisation. Thus, the digital journey has a top political priority and increasingly larger funds have been allocated.

Japan is aiming for user-centred digitisation that is accessible, inclusive and for all groups in society. In addition, digital design and user experience are of high priority. This is precisely why the successful digitalisation of the Danish public system is a major source of inspiration for Japan. Denmark is seen as a frontrunner for digital transformation and this creates unique opportunities for Danish companies in the Japanese market. More concretely, market analysis by the Trade Council shows indicate that the demand in Japan after, among other:

More specifically, the study finds that in Japan there is high demand for, among other things:

  • Improvement of the digital communication of the public sector with citizens.
  • Solutions that make manual case processing at town halls easier for staff.
  • Digitalisation of the health sector.
  • Disaster management, could e.g. be in the form of apps that can be used to inform, assist and locate citizens in the event of natural disasters, as well as systems to manage data for compensation payments.
  • Open data systems for the use and publication of public data.

Furthermore, as part of the “New Capitalism” doctrine, the Kishida administration has announced focus on supporting startups and the ecosystem around deep tech, quantum tech, fintech, Web3.0, Metaverse and sustainability contexts. In this regards, specific plans has been set to promote digital implementation in rural areas, to create a new wave of change and narrow the gap between rural and urban areas in Japan.

The Embassy in Tokyo has established a close cooperation with Japanese authorities and private partners locally in the country to facilitate market entry into Japan. The Trade Council is committed to ensuring that Danish companies have access to stakeholders and decision-makers in Japan, as partnerships are key to success in the Japanese market.

Although the digital transformation of the public sector is only just getting off the ground in Japan, it is important to get involved now. Japan is currently undertaking major initiatives to standardise data across the country, and it is expected that more municipalities and cities will move from on-premise to cloud. After that, digitisation will really take hold. To reap success by then, it's important to sow the seeds now.

The Tokyo Trade Council has set up a strategic business alliance focused on digitalisation in Japan. We therefore offer tailored advice and access to a number of interesting events and platforms where there is a good opportunity to promote and meet relevant partners in the field of digitalisation in Japan.


Danish design and fashion as well as the Scandinavian lifestyle is becoming increasing popular in Japan. Nordic minimalism, with its focus on detail and functionality, suits Japanese tastes. Japanese homes are small and only allow for a small selection of furniture, which should not be too dominant.

Japan is the world's third largest market for clothing and accessories, with a projected growth rate of 1-2% per year over the next five years. Japan has long been Asia's leading country for the latest pop culture and fashion, and the rest of Asia takes inspiration from Japan. For this reason, Japan is seen not only as a major market, but also as a test market and springboard to the rest of Asia.

Whether it's clothing or kitchen tables, quality is key for a lot of Japanese consumers. Just as crucial is the story behind the product. Japanese consumers want the product to feel unique and specially made for them, and for the right product they are happy to pay.

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Head of Trade
Dinna Aamand Hansen

Akiko Kamigori

Miho Yoshimoto