DSEI Japan 2025 attendees gain a competitive advantage through understanding Japanese business norms and relationship-building practices.

 

Whether you are a seasoned industry veteran or a first-time exhibitor at DSEI Japan, knowing and respecting the nuances that shape the Japanese defence sector is key to building lasting, mutually beneficial partnerships.

 

Building strong relationships

The global defence industry thrives on trust, mutual understanding and long-term partnerships – values that align naturally with Japanese business culture, where relationships form the bedrock of successful collaboration. 

For organisations entering this market, taking time to understand and embrace these principles creates a lasting foundation for growth.

Thorough preparation before initial meetings demonstrates respect and commitment. Major organisations in Japan  operate within established frameworks that balance traditional values with modern requirements. Understanding these structures helps create meaningful dialogue from the first interaction. 

The defence sector particularly values stability and long-term vision. This manifests through consistent engagement, be it establishing a local presence, collaborating with Japanese partners or maintaining active participation in industry events throughout the year. 

Successful organisations often begin by sharing their relevant experience through carefully chosen case studies that address specific challenges and demonstrate an understanding of Japanese business requirements.

Recent initiatives, like the Global Combat Air Programme (GCAP), have created natural pathways for international engagement with Japanese defence manufacturers. And the priorities in Japanese manufacturing, particularly around supply chain diversification and emerging technologies, are also creating opportunities for collaboration. However, understanding these priorities requires sustained dialogue. International companies should demonstrate how their specific expertise can address concrete challenges while embracing local Japanese standards and requirements.

 

Understanding Japanese business etiquette

A set of cultural foundations shapes all business interactions in Japan, whether you’re engaging in casual conversations or conducting major negotiations. 

 

Exchange information

The traditional exchange of business cards (meishi) is part of this attention to detail and protocol. Present your card using both hands, with the Japanese text facing upwards, and take time to carefully examine the cards you receive. This seemingly simple ritual sets the tone for all future interactions, and the way you handle this exchange signals your understanding of and respect for Japanese business customs.

 

Practise patience

Patience is perhaps what best captures the essence of successful business relationships in Japan. Decisions typically involve careful consideration and consultation across different organisational levels, reflecting a commitment to thorough analysis and group consensus. While this approach requires more time than some international businesses might expect, it typically produces stable and considered outcomes. Maintaining composure and showing appreciation for the process during these deliberative periods demonstrates professional maturity and cultural awareness.

 

Respect hierarchies

Professional titles and organisational hierarchies are significant in the Japanese business environment. At events like DSEI Japan 2025, navigating these formal structures requires particular care and attention. Understanding the complex system of honorific titles helps show appropriate respect: senior executives may be addressed by their position titles, while others might be addressed differently depending on their role and status. The key is recognising that forms of address reflect important relationship dynamics and organisational structures. When interacting with executives and officials, observe how others address them and, when in doubt, err on the side of more formal approaches.

 

Prioritise punctuality 

Punctuality is important in Japanese business settings, and arriving early to meetings demonstrates respect and professionalism, setting a positive tone for interactions. Professional preparation is equally vital. Having key materials translated into Japanese and engaging skilled interpreters can help ensure clear communication and shows genuine commitment to building strong working relationships.

 

Give gifts

Gift-giving also reflects values of respect, consideration and relationship-building. A custom known as temiyage when bringing gifts from travels, or ochugen and oseibo during traditional summer and winter gift-giving seasons, these exchanges serve to nurture professional relationships rather than curry favour. The practice requires thoughtfulness and you should select items that reflect your culture as well as an understanding of Japanese preferences. The manner of presenting the gift is also significant, and careful wrapping and presentation of the gift using both hands demonstrates respect. Importantly, gift-giving creates moments of personal connection within professional relationships, helping to build the mutual understanding that underpins successful long-term business partnerships.

 

Who you'll meet at DSEI Japan 2025

DSEI Japan 2025 will bring together a diverse range of influential military and government professionals from across the Indo-Pacific region. For the last edition in 2023, the event drew over 500 VIPs and delegations from around the world, giving exhibitors valuable opportunities to connect with key decision-makers.

As an exhibitor, you'll have the chance to engage with a high-level audience of officials and industry leaders, including:

• chiefs of defence staff

• national armament directors

• service chiefs

• capability directors

• project leads

• civil service and government representatives

• industry C-Level executives

• heads of maintenance, repair and operations 

• procurement heads

  

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