The UK and Japan are deepening cooperation across technology, investment and culture, with institutions that understand both markets playing an increasingly central role. At the policy and innovation level, JETRO UK continues to act as a catalyst, connecting startups, corporates and research ecosystems. “We at JETRO London have been promoting business collaboration between Japanese and UK companies for decades,” said Hideo Yura, Director General of JETRO UK, pointing to the UK’s strength in translating research into commercial ventures. He highlighted digital, net zero and healthcare as shared priorities, while noting that future-oriented fields such as semiconductors, quantum and fusion energy offer new ground for cooperation.
This ecosystem approach is reinforced by Japan’s policy push to revitalize industry through startups. “Investors and accelerators from abroad are paying increasing attention to the Japanese ecosystem,” Yura added, underlining the importance of networking across industry, government and academia.
Legal frameworks underpinning this activity are equally important. From London, AMT Law positions itself as a bridge for UK and European clients investing in Japan. “We are a Japanese law firm. Our primary work is Japanese law governing matters,” said Atsutoshi Maeda, who leads the firm’s London office. With around 85 percent of his work focused on inbound investment, Maeda emphasizes that “our role is to fill the gap, not just translation,” reflecting growing demand for guidance on regulatory alignment and cross-border expectations.
The UK and Japan are deepening cooperation across technology, investment and culture, with institutions that understand both markets playing an increasingly central role.
In the commercial sphere, long-term commitment and localization define success. Jaguar Land Rover achieved a milestone in 2024, surpassing 10,000 annual vehicle sales in Japan for the first time. “Japan is an important but very challenging and competitive market with a highly sophisticated customer base,” said Magnus Hansson, CEO of JLR Japan. While British design heritage remains central, he stressed that “vehicle ownership and service experience must be local,” with Japan’s demanding standards often shaping global benchmarks for quality.
A similar dialogue between British heritage and Japanese values emerges in luxury real estate. Vibroa, Aston Martin’s official real estate partner in Japan, delivered its first Asia project in Tokyo in 2025, approaching branded living through what it calls absolute value. “We were impressed by the degree of craftsmanship and authenticity,” said CEO Toshiyuki Yoshida, reflecting on collaboration with the British marque. “That tells you that things made carefully by hand will last a long time.”
Together, these perspectives show a UK–Japan relationship defined not by short-term trends, but by sustained engagement, shared standards and mutual respect for quality across sectors.
