“Doing Business in Japan Requires Trust, Patience, and Presence,” Says Indian Entrepreneur Ulhas Acharya in Japan.

"Not everything found on social media or search engines reflects the reality of Japan. Cultural nuances, business protocols, and even market dynamics are often misunderstood when seen from a distance. To truly understand Japan, you must be here. You must experience it first-hand, engage with people, observe, and immerse yourself. As the saying goes, seeing is believing." mentioned Ulhas Acharya, President & COO Asian Bridge Consulting Pvt. Ltd and Director Langidge in an exclusive conversation with Peeush Srivastava in Tokyo while sharing a powerful perspective on how Japan is often misunderstood from afar.

Ulhas Acharya President & COO Asian Bridge Consulting Pvt. Ltd , Director Langidge

Q. When and what stage in your life you considered Japan as a destination for business? What factors influenced your decision to expand or start your venture in Japan?   

A. I first came to Japan in 1992 as a recipient of the prestigious Monbukagakusho (MEXT) scholarship, and pursued my studies at Keio University a time when very few Indians were present in Japan. With growing fluency in the language and a deep appreciation for the culture, I began my professional journey in the IT industry. Over the past 34+ years, I have had the privilege of working with almost all major global IT players in Tokyo.

As Japanese companies began expanding overseas, particularly into India, I had the opportunity to lead and support globalization initiatives. This involved developing and executing strategies, as well as managing global recruitment efforts for Japanese firms.

Later, due to family commitments, I relocated to India and established my own consulting firm. Our focus was on supporting Japanese MSMEs (Micro, Small, and Medium Enterprises) entering the Indian market offering assistance with market understanding, legal establishment, contracts, taxation, factory setups, joint ventures, and M&A processes. For the past decade, I have been dedicated to bridging business between Japan and India through consulting. Worked and supported JETRO and JICA projects.

Recently, I returned to Japan and co-founded JOINUS INDIA LLC (https://joinus-group.com/in/member/) with former colleagues from the Japanese IT sector. Our mission is to support MSMEs from both countries, across a wide range of industries. We place special emphasis on initiatives that address social and environmental issues, including renewable energy, 100% comestible plastic products, food products, as well as IT and non-IT projects, and startup ventures. We provide consultancy as we have team experts from the different domains and knowledge of Japan and India business.

Q. How has this journey changed your perspective as an entrepreneur? What have you personally learned from working and living in Japan?

A. Being an entrepreneur is a journey of continuous learning and daily challenges. Each step brings visible growth—not only in the organization’s structure and financials, but also within oneself. For a first-generation entrepreneur in Japan, this journey is especially profound. It requires resilience, cultural sensitivity, and the ability to bridge differing mindsets and expectations.

Connecting Japan and India goes far beyond conventional business. It involves navigating distinct cultural landscapes, business practices, and communication styles. It's not simply a matter of building a bridge—it is about harmonizing two worlds. In this context, trust, honesty, ethical conduct, and transparency are not optional—they are foundational pillars of doing business in Japan. Without these values, sustainable success is not possible.

Japan has been instrumental in shaping my professional ethos. My early career here instilled in me principles that have stayed with me throughout my life: teamwork, punctuality, and above all, taking pride in one’s work. These values didn’t just influence my working style—they transformed my DNA.

Even brief visits to Japan can leave a lasting impression on people, often reshaping their approach to work and life. Personally, I have embraced and carried forward three core lessons from the Japanese way of working:

• Integrity: Adhering to honesty and rules. You do not claim what is not rightfully yours.

• Pride in Work: No job is too small or too grand. In a team, ego must give way to shared purpose.

• Relationship Building: Whether in Japan or India, trust is the currency of business. Relationships are personal, and long-term partnerships are valued far more than short-term gains.

  
  

As a cross-border entrepreneur, especially one working between Japan and India, I have come to realize that success lies not in quick wins, but in cultivating deep, value-driven connections that stand the test of time.

Q. Being an Indian entrepreneur is it difficult to build trust and relationships with local partners, clients, or customers?   

A. Professional life in Japan has two fundamental dimensions: how you are perceived as an individual, and how your company is perceived as a business entity.

In Japan, personal reputation plays a significant role in shaping professional relationships. Trust is not built overnight—it is a gradual, deliberate process that requires consistency, sincerity, and patience. This is true not only for foreigners but even among Japanese professionals themselves. It is not about cultural bias; it is about cultural depth. People observe your personality, your working style, and most importantly your willingness and ability to commit long-term. Short-term solutions or a transactional mindset often raise concerns, as Japanese professionals value continuity, reliability, and stability.

Business development in Japan is built on relationships, not just deals. It requires repeated engagement—visiting, greeting, and engaging in sincere dialogue. Through this ongoing interaction, mutual understanding develops, and once trust is firmly established, the resulting partnerships are enduring and often unbreakable. Japanese clients will go the extra mile for you when they know you are equally invested—not just in the current project, but in the long-term relationship.

I consider myself fortunate to be surrounded by an exceptional Japanese team that shares a common vision. Together, we work relentlessly to meet client needs and achieve shared goals. This spirit of unity and dedication is something I deeply value.

Japan offers countless lessons in how to become a true professional. From honoring time commitments and fulfilling promises to executing tasks with precision and care, the Japanese work ethic fosters a culture of integrity and excellence. Above all, the emphasis on meticulous planning, teamwork, and the profound pride in doing one’s own job regardless of title or rank is something that shapes not just your career, but your character.

For anyone aspiring to build a successful professional life in Japan, embracing these values is not just beneficial it is essential.

 Q. What is your message to Indian entrepreneurs or startups who are thinking of entering the Japanese market? Are there any practical tips or cultural insights they should keep in mind?

A. Japan is a highly sophisticated and demanding market—especially when it comes to business and entrepreneurship. It is not an easy environment to enter, nor one that tolerates shortcuts. Japanese manufacturing practices go far beyond standard ISO benchmarks; their approach to quality and continuous improvement (kaizen) is deeply embedded in their corporate culture and operational DNA.

While India is celebrated for its jugaad ingenious, frugal solutions we must also embrace the value of precision, sustainability, and long-term problem-solving. In Japan, every business or technical challenge is addressed with careful analysis, patience, and a commitment to lasting improvement. True progress here requires time, discipline, and consistent effort.

For professionals and entrepreneurs aiming to succeed in Japan, it is essential to stay grounded and realistic. Be prepared to invest in hard work, authenticity, honesty and sincere intentions. When your goals are genuine and aligned with long-term value creation, people will recognize and support your cause. Japan does not respond well to the mindset of quick wins or “make-money-fast” startups. Business here is rooted in trust, depth, and purpose. The startup culture in Japan is evolving, but remains distinct from what we often see in India or the West. It is less about hype, and more about enduring value.

Another important truth: not everything found on social media or search engines reflects the reality of Japan. Cultural nuances, business protocols, and even market dynamics are often misunderstood when seen from a distance. To truly understand Japan, you must be here. You must experience it first-hand, engage with people, observe, and immerse yourself. As the saying goes, seeing is believing.