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Japan Market Briefing & Cultural Awareness Training

3 November 2022 – 12pm (AEST)
03 Nov 2022 Webinar Free Watch replay
03 Nov 2022
Details &

Considering Japan as a potential export avenue? Learn everything you need to know to succeed in doing business in this growing market for Australian wine.

With presentations by Austrade Tokyo and Value Learning for Wine Australia, this 90-minute virtual tailored workshop will provide wineries and producers with a strong understanding of the current state of the market, opportunities and challenges for Australian wine, local trade insights and the cultural aspects that are important to understand before conducting business in Japan. Equip yourself with tools to succeed in building strong business relationships and working with Japanese customers.

You will also gain insight from members of the wine trade with experience in market who will discuss the main intercultural challenges they have faced, the barriers to effective communication and their top tips to help others succeed by doing business in Japan.
With topics including:

  • Japanese society, cultural values and business culture
  • Understanding the business environment
  • Overcoming the cultural barriers to doing business in this market.

This workshop will be suitable for anyone:

  • Considering doing business in Japan
  • Already working with Japanese customers and partners
  • Looking to establish partnerships with companies in Japan.

Featured speakers

Fran Baxter

Executive Director, Value Learning

An intercultural educator with a passion for learning, Fran has a deep desire to build greater intercultural skills with groups, individuals and organisations.

With more than 25 years’ experience in international education, intercultural learning and student mobility, she designs and facilitates learning programs delivered in Australia and across the globe. Fran manages and designs government funded projects connecting Australia with Indonesia, India and China, and manages projects related to vocational and teacher education, intercultural communication, inclusion and belonging.

Marcela Lapertosa

Director of Education, Value Learning

A Cross Cultural Psychologist with a passion for fostering intercultural understanding, Marcela is also a master facilitator and trainer who has travelled the world providing global competence, intercultural learning and leadership training to diverse audiences.

Marcela led the development of multiple intercultural learning curricula to enhance study abroad experiences for students, host families, volunteers and international education professionals. An advocate for  Global Citizenship education, Marcela organises and speaks at several conferences around the world.

Iori Forsyth

Iori is a Japanese-English bilingual and bicultural professional, currently based in Australia and working within the International Education sector.

Growing up equally in both Japan and Australia, Iori has experienced living, studying and working in both countries. Iori serves as a bridge between the two cultures in both personal and professional settings, having recently served as a delegate of the Australia-Japan Youth Dialogues (AJYD), and as a current Future Leader delegate for the Australia Japan Business Cooperation Council (AJBCC).

In her personal endeavours, Iori also manages a YouTube channel with over 82k + subscribers, promoting cross cultural understanding between Australia and Japan, through topics such as education, lifestyle, language and more.

Iori holds a Bachelor of Business (International Business) from the University of the Sunshine Coast.

Murray Spence

Trade Commissioner and Counsellor (Commercial), Austrade Tokyo

Murray was appointed Trade Commissioner & Counsellor (Commercial) - Austrade Tokyo in April 2021. In this role he is responsible for leading Agribusiness & Food strategies in Japan.

Murray joined Austrade in 2017 where he worked as a Senior Advisor in the Trade & Investment division, promoting Australian mining and METS capabilities across the Indo-Pacific and Middle East, and opportunities for foreign direct investment into Australian resource projects. As a Global Engagement Manager, he delivered bespoke services to Australian companies in the METS, Agribusiness & Food, and Consumer sectors to assist with market diversification and expansion of international trade activity.

In his 30+ year career Murray has held a range of C-suite international business development roles for large multinational corporations across a diverse range of industries, including consumer electronics, security solutions, cross-border consulting, and luxury goods. Before returning to Melbourne in 2016, Murray was based in Tokyo where he was General Manager of Cross of Japan from 2013-2015, a Senior Cross-cultural & Strategic Business Consultant with from 2011-2012, and in the period 2007-2011 served as General Manager & Representative Director for ASSA ABLOY Japan.

Murray has a comprehensive understanding of business relationships in the Asian context, having lived and worked in North East and South East Asia for over 25 years. He also speaks Japanese and Mandarin Chinese. With a Master of Arts – Hons (International Politics) and Masters of Business Administration (International Business, Marketing), in 2019 Murray was recipient of the Austrade Asialink Business Leader Scholarship.