Garreth, who didn't speak Japanese when he first went to Japan, managed to find work in a company where Japanese language ability wasn't a prerequisite
Can you describe the work you do in Japan?
I work as the director of consulting and sales for Custom Media, a leading bilingual marketing agency in Tokyo. The agency helps international firms establish themselves or improve their performance in Japan, and also assists Japanese companies to create content in English, especially when targeting expats and international tourists.
Has life basically returned to normal in Japan (vis-a-vis COVID)?
For some things yes, but the short answer is actually no.
However, normal is not a word I would use! Japan simply dealt with the virus in quite a different way to New Zealand, and indeed to the rest of the world.
When Covid hit, Japanese people were quick to react, and this is partly due to the mindfulness of communities here to natural disasters.
It would be fair to criticise the Japanese government for being slow and sometimes impotent with its actions, but the Japanese people themselves led the charge in changing behaviour to reduce the spread of the virus.
I think what is important is that because Covid measures were largely successful from social habit building, and not government intervention, things will be very slow to return to a pre-covid normal, and may never do so for some.
How was Prime Minister Ardern's recent visit to Japan received in Japan? Did it get much attention?
Over the last three years or so, 50 percent of the time when I mention I am from New Zealand, people say “oh you have an excellent Prime Minister”. If she is mentioned, it is with very high praise.
Without being cynical at all, people tend to have a positive impression about a country that can elect a young woman to the highest office, when they have had the same political party (led by old men) in charge for a generation. This is not why she is popular, but it has a huge flow-on effect to the image that people have of New Zealand.
How would you say New Zealand is generally regarded in Japan? Is it seen primarily as a producer of milk and kiwifruit?
Sheep and lamb more than milk and dairy. You have to go to other parts of Asia for our dairy dominance to be observed.
Basically, things that Japanese people associate with New Zealand are sheep (by far the biggest thing I hear people say); Rugby (and the Haka); nature; organic and environmentally friendly / sustainable products; high quality (not just food, but Ecostore, Trilogy are famous here and aligned with that perception).
Manuka honey and New Zealand wine come up sometimes, too. Kiwifruit is far down the list, actually. Also no-one knows that the fruit is named after the bird!
Garreth: " The All Blacks brand in Japan through 2017 to 2020 was a huge strategic boost. "
Do you think New Zealand should try and develop how it’s viewed in Japan?
New Zealand’s brand is strong in Japan. I’d actually like to simply celebrate the work I see our government and our businesses doing here, which all adds up tremendously. I also don’t want to forget to mention the NPOs, universities and particularly things like Sister Cities that all contribute.
The work done by the Rugby World Cup should not be underestimated. The All Blacks brand in Japan through 2017 to 2020 was a huge strategic boost.
Is Japan an easy place to live?
Yep, after getting over the first three months where you have to endure Japan’s infamous bureaucracy on almost every aspect of life, coupled with the challenge of learning as much Japanese as you can to survive, you settle in and things are pretty great.
Being able to get into nature reasonably easily is one of the benefits of living in Japan
If you love Japanese food, you will love the cost of living here, because local cuisine is very affordable. Rents are OK too. Sure, places are smaller, but if you are OK with a smaller apartment (it means less vacuuming on weekends) and no pesky back lawn to mow, then Japan (especially its built up areas) could be for you!
Do you have much to do with other Leadership Network members in Japan?
Yes, lots! We have a truly tight-knit group that meets up fairly regularly. Although there haven’t been as many visits from overseas members, delegations etc, we’ve continued to meet up, taking turns to host little tours of our neighbourhoods, dine at our favourite places and keep in touch.
When was the last time you were in New Zealand?
I actually just returned from New Zealand to Tokyo. I had completely written off the idea that I would be able to return until perhaps Christmas 2022 when New Zealand wavered on its first reopening plan.
However, as we got closer to March, it looked stable and I got on the first flight from Tokyo to Auckland that was eligible for MIQ-free travel. It was well over three years since I had set foot in Aotearoa, and it felt pretty good.