Our Focus Areas

Danish solutions and expertise in the green transformation presents a competitive advantage for Danish businesses in Japan, which in recent years has been going through changes in the energy sector. This is especially within on- and offshore wind energy, energy efficiency, district heating, Power-to-X and sector coupling.

Japan is placing high emphasis on energy transition and sustainability as part of its long-term economic and climate agenda with a goal of achieving net-zero greenhouse-gas (GHG) emissions by 2050. The country remains highly dependent on energy imports, and costs pressures combined with energy security concerns have strengthened the focus on developing domestic energy sources, offshore wind and next-generation technologies.

Renewable energy, including offshore wind and solar, as well as hydrogen and other low-carbon fuels, play an important role in Japan’s transition efforts.  In addition, nuclear power has become a high priority and the government is restarting power plants that have been shut down since 2011 due to the Fukushima accident. There is also a growing interest in developing commercial Small Modular Reactors as part of long-term energy diversification.

As Japan moves from ambition to implementation, regulatory frameworks and public support mechanisms are gradually being strengthened. This creates opportunities for Danish companies with relevant technologies, solutions and expertise to contribute to Japan’s ongoing energy transition.

The Japanese market for pharmaceuticals and medical products is well-developed and one of the biggest in the world. Meanwhile, the country is facing serious demographic challenge with a rapidly increasing ageing population and declining birth rates resulting in lack of labour. This is driving demand for health care services, medical products and welfare technologies. Therefore, Japan holds great potential within Danish companies that offer health and life science solutions.

Japan is going through a transformational stage rethinking healthcare delivery and disability support. Products and services that can improve efficiency in delivering care have a very strong value proposition. Here, the Scandinavian countries have a very positive brand in high quality care and support for elderly and people with disabilities. Furthermore, Japan is interested in developing the Japanese digital health and health tech area. Until now, Japan has been lagging a bit behind on the topic, but has in recent years has started to pick up speed.

Current priorities (as of October 2025) of the Japanese government within health and medical security covers: digitalization of medical institutions, OTC drugs and high-quality healthcare supported by data. Furthermore, outpatient and home-based care as well as addressing women’s health challenges are prioritized.

Japan is intensifying its efforts to advance digitalisation across the public and private sectors. In recent years, there has been increased political and administrative focus on modernising public services, improving data use, and promoting more user-oriented and efficient digital solutions. This includes initiatives related to public administration, healthcare, disaster management and the use of cloud-based systems.

Digital transformation is accompanied by a broader focus on design, usability and accessibility. User-centred digital design and high-quality solutions are increasingly prioritised, creating opportunities for companies with experience in developing functional, intuitive and scalable digital services.

In addition, Japan is strengthening its focus on strategic technologies such as space, cyber security and quantum as part of a broader digital and security agenda. The space sector is developing with growing emphasis on commercialisation, satellite technologies and data utilisation, while growing digitalisation is increasing demand for robust cyber security and resilient digital solutions. Quantum technology is also gaining attention through national strategies and research investments, and there is interest for collaboration with likeminded countries such as Denmark.

Overall, Japan’s continued focus on digitalisation, technology development and design-driven solutions supports demand for international expertise and collaboration. Danish companies are well positioned to contribute with experience from advanced digital systems, public-sector solutions and design-based innovation.

Japan is a major import market for food and agricultural products, characterised by high quality standards, strong food safety requirements and stable demand. Due to structural conditions in its agricultural sector, Japan remains reliant on imports across a wide range of food and feed products, creating sustained market opportunities for international suppliers.

Sustainability is receiving increasing attention across the Japanese food system, including production methods, animal welfare and resource efficiency. Both public authorities, industry stakeholders and consumers are placing greater emphasis on sustainable practices and transparent supply chains. This development is influencing purchasing decisions and shaping future market requirements.

Danish food and agricultural companies are well positioned in this context, given Denmark’s recognised strengths in sustainable production, food safety, traceability and agricultural technologies. Opportunities span animal- and plant-based products, ingredients, as well as solutions and technologies supporting more efficient and sustainable food production.

Due to the global geopolitical situation Japan’s security environment is becoming more complex, and the Japanese defence sector is undergoing the biggest transformation since the 1950s. . The Japanese government is increasing defence spending. to 2 % of GDP as of 2026., marking a shift from decades of holding defence outlays at 1 % of GDP. 

This shift is accompanied by acceleration of capacity building in multi-domain and joint operations across land, sea, air, cyber, space, and the electromagnetic spectrum. It includes investment in advanced systems, long‐range and precision capabilities, unmanned assets, and enhanced deterrence measures.

Procurement is diversifying and  regulatory frameworks, and associated guideline are being updated, to facilitate cooperation and equipment transfer with new like‑minded countries and partners

Japan is the world’s third-largest shipbuilding nation, with a well-established industrial base and significant production capacity across commercial and specialized vessels incl. within naval vessels. The sector is known for high quality standards and advanced engineering.

The industry is undergoing a green and digital transformation, with increased focus on reducing emissions, improving energy efficiency, and developing next-generation vessels, including hybrid, electric and hydrogen-powered ships.

Labour shortages and an ageing workforce are driving demand for automation, digital operations and monitoring systems, creating opportunities for solutions that increase efficiency and support sustainable operations.

Danish companies with expertise in green technologies, smart shipping solutions and digital maritime services are well positioned to contribute to Japan’s ongoing transition in the maritime sector.

Japan is an important market for design-led products and solutions from Denmark. Quality, functionality and attention to detail are central considerations for Japanese consumers, and Scandinavian design traditions are well aligned with these preferences. Japan also serves as a reference and test market for trends in the wider Asian region.

Danish design, fashion and the broader Scandinavian lifestyle is popular in Japan. Nordic minimalism fits well with Japanese preferences and living conditions where limited space increases demand for functional and well-designed products.

Quality and strong product identity are key purchasing factors. Japanese consumers place high value on authenticity and uniqueness, and are often willing to pay a premium for high-quality products with a clear brand narrative.