Upcoming Forum at Tokyo to Discuss Structural Challenges in Promoting Traditional Japanese Culture in Europe

In May 2026, the Japan-Europe Traditional Culture Business Forum (EJF) will host an event at Tokyo International Forum, aimed at highlighting the structural challenges that hinder the continuous establishment of Japanese traditional culture as a sustainable market within Europe. The forum is set to take place on May 16, 2026, from 13:30 to 19:00, and will include a casual networking session.

Background

In recent years, Japan has increasingly sought to promote its traditional crafts overseas, supported by government initiatives that enhance administrative frameworks for market access. The Japanese government recognizes the importance of tapping into foreign markets, including Europe, as a critical strategy. Efforts have been made to support business development at trade shows, enhancing the presence of Japanese brands abroad, and boosting assistance from embassies and JETRO (Japan External Trade Organization). However, despite these initiatives, the results in terms of sustainable market formation have been less than satisfactory.

Market interest in Japanese culture is evident across Europe, with a report from the Foreign Affairs Ministry showing that around 80% of respondents are interested in Japanese lifestyle, and traditional fields such as tea ceremony and calligraphy also garnering significant attention. An Art Basel & UBS study reveals that Japanese art is a highly sought-after interest among affluent collectors.

Yet, the actual penetration of Japanese traditional culture and crafts into overseas markets remains limited. A survey of 177 traditional craft producers indicates that very few focus on exports, with most relying heavily on the domestic market.

This discrepancy suggests that while demand exists in Europe, the mechanisms to connect this interest to sustainable business practices and market opportunities are still underdeveloped.

Forum Objectives

The upcoming event intends to facilitate discussions on various facets integral to overcoming these challenges:

- Understanding the mechanisms that have contributed to the appreciation of Japanese culture in Europe.
- Addressing practical challenges when delivering Japanese traditional culture to European audiences.
- Evaluating the roles of government cultural support versus areas best left to market forces.
- Exploring methods to link cultural value with sustainable business models in the market.

The EJF's executive director, currently based in Europe, actively engages with local galleries and stakeholders to spearhead practical initiatives that connect culture with market endeavors.

Event Overview

- Date and Time: May 16, 2026, from 13:30 to 19:00 (including a networking session)
- Venue: Tokyo International Forum
- Hosted by: Japan-Europe Traditional Culture Business Forum (EJF)

Speakers

- Guest Speakers:

- Etsurou Ninomiya (Cabinet Office, Ministry of Finance)
- Kevin Berthon (Director, HIS France)

- Speakers:

- Takahiro Mizushima (Executive Director, B-Integrity, Netherlands)
- Chisato Kumakura (Director, Edo Kiriko Gallery)
- Itsuki Tsujii (Director, Japanesque Lab)

This forum presents a critical opportunity for stakeholders in the cultural sector to explore pathways for effectively promoting and sustaining Japanese traditional culture in the European market, ultimately aiming to foster a stronger connection between these rich traditions and broader audiences.