For those who would like to understand more Japanese people’s mentality for you to do good business here in Japan, I would suggest the book written by Shichihei Yamamoto. Shichihei has the Western name, Isaiah Ben-Dasan and wrote books in English about The Japanese and the Jews. He has been well-known for his business theory : the Air. What does it mean by the air? Japanese people respect a lot of prevailing mood, common senses, and the mindset dominating in the society. All of them, Mr. Yamamto comprehensively called “the air”.
Why is this concept Air so important in doing business in Japan? Air is the driver that indicates where our Japanese go, what kind of issues we will face, and what are the foreseeable consequences. For instance, now the air is telling us: COVID-19 is the danger that we can’t overcome, we should sacrifice our revenue/ income for all of us Japanese to stay safe. Consider your behavior/ actions so as not to spread potential virus among Japanese. Keep complaining about Japanese government and authority and accumulate our stress domestically/ internally.
Above are the air that I have perceived spreading in Japanese society now. In Japan, basically no distinct media channel who can release completely unique and independent views on the global phenomena. Thus, we have to be exposed to mono-tone opinion and gradually get influenced.
Japanese ethnic background also helps to develop this air. Japan is so-called homogeneous country. Majority belongs to the same ethnic group, Japanese. Thus, an idea tends to spread among people through the same mentality and understanding on the phenomena. Yamamoto, as half Japanese and half Jew, demonstrated this idea. Now you’ve got aware of this air system, you may be able to think about why we have to share such air, who want us Japanese to share this idea and why. This is the key to analyze Japanese society from the investment view point.
