Globally, Japan ranks as having one of the strongest national brands. It has been formally identified as a relationship “lift” country by the New Zealand Government. More than 3000 New Zealanders have spent time in Japan teaching English through the Japan Exchange and Teaching Programme (JET Programme) and tens of thousands of our young people have studied the Japanese language at school.
Japan’s status as a soft power superpower has brought its culture into our everyday lives. Yet, what do New Zealanders really know about Japan – and where is the relationship going? This report explores ways for New Zealand and Japan to enhance their economic and cultural relationship.