The average Japanese person consumes approximately 340 eggs per year. With a population of 125 million and about 130 million laying hens residing in the country, eggs are a staple in the Japanese diet. Yet, despite this close relationship with eggs, the concept of animal welfare is still an emerging issue in Japan. While Europe and North America are shifting towards cage-free systems, battery cages remain heavily used in Japan, with only 3.5% of hens raised in cage-free environments, according to the International Egg Commission’s 2024 data. This stark contrast highlights the significant work that lies ahead for animal advocates in Japan.

This cultural contrast presents unique challenges. What works in one country may not necessarily translate effectively into another. In my seven years advocating for cage-free policies in Japan, first with a U.S.-based organization and now with Japan Animal Welfare Corporate Partners (AWCP), I’ve learned that understanding cultural nuances is crucial for creating true and meaningful change. One of the most influential resources in guiding my understanding has been The Culture Map by Erin Meyer. This book provides valuable insights into navigating cultural differences in business settings, and its lessons have proven invaluable in my work with Japanese corporations.

In this blog, I’m going to explore some key cultural differences that influence animal advocacy in Japan and share strategies for navigating these complexities to effectively promote animal welfare.

Reading The Air: Understanding Unspoken Communication

One of the most crucial aspects of Japanese communication, as highlighted in The Culture Map, is the concept of “reading the air,” which emphasizes indirectness and nonverbal cues. Unlike in many Western cultures where directness is valued, Japanese communication often relies on subtle hints, implicit understanding, and an ability to read between the lines. This can be challenging for those unfamiliar with the culture, as it requires a heightened sensitivity to unspoken messages.

For example, instead of directly saying “no,” a Japanese businessperson might say “it is difficult” or “we will think about it.” To someone unfamiliar with this communication style, these responses might seem vague. However, they often convey a clear message to those who can “read the air.” In the context of animal welfare advocacy, this means that meetings with Japanese corporations might not involve heated debates or direct confrontations. Instead, advocates need to be attuned to subtle cues and body language to gauge the true reception of their message. Patience and persistence are key, as it may take time for companies to fully consider the implications of adopting cage-free policies. Building trust and rapport is essential, as Japanese businesses value long-term relationships and are more likely to engage with those who demonstrate respect for their cultural norms.

Furthermore, understanding the concept of “face” is crucial. “Face” refers to an individual’s social standing and reputation, and maintaining harmony and avoiding causing someone to “lose face” is paramount. Therefore, animal welfare advocates need to frame their arguments in a way that avoids direct criticism, instead focusing on collaborative solutions and emphasizing the positive impact of cage-free policies on the company’s image.

Why Vs. How: Embracing All-Encompassing Thinking

Another important cultural difference explored in The Culture Map lies in the way decisions are made. While Western cultures often focus on the “why” behind a decision, Japanese culture places more emphasis on the “how” — how will this decision impact the company, its stakeholders, and society as a whole? This all-encompassing thinking requires advocates to demonstrate the broader benefits of cage-free policies, highlighting their positive influence on the entire industry and the country’s international reputation.

For example, when engaging with Japanese corporations, in my experience it’s often more effective to start by discussing the development of a comprehensive animal welfare policy, rather than focusing solely on cage-free eggs. This approach aligns with the Japanese preference for a holistic perspective. It’s also important to emphasize the potential benefits of cage-free policies for the company’s brand image, consumer trust, and employee morale. Moreover, Japanese businesses tend to be risk-averse and value stability. Therefore, advocates need to address concerns about the potential costs and challenges associated with transitioning to cage-free systems. Providing data and evidence on successful implementation in other countries can help alleviate these concerns.

Navigating The “Ringi” System

Japan’s unique decision-making process, known as “ringi,” presents both challenges and opportunities. Ringi involves extensive consultation and consensus-building at all levels of an organization, ensuring that everyone feels heard and supports the final decision. While this process can be time-consuming, it also means that once a decision is made, it’s unlikely to be reversed.

For animal welfare advocates, this means that securing a cage-free commitment requires navigating the complexities of ringi. It’s essential to engage with stakeholders at all levels, patiently addressing their concerns and building consensus. This may involve numerous meetings and discussions, as well as providing detailed information. While this may require a significant investment of time, the resulting commitment will be deeply ingrained within the company culture. Because ringi involves such a thorough and inclusive process, decisions reached through this system tend to be firm and stable. This makes it a powerful tool for securing long-term commitments to animal welfare.

The Ripple Effect Of Compassion: Creating Tangible Change In Japan

While cultural nuances can present challenges, I’ve also witnessed firsthand the power of cultural understanding to create tangible change. By adapting advocacy strategies to resonate with local values, we’ve been able to achieve significant progress in promoting cage-free policies. For instance, through patient dialogue and relationship-building with a major food retailer, we were able to demonstrate the benefits of adopting a cage-free egg policy. This dialogue has encouraged the retailer to take steps towards incorporating more cage-free eggs into their supply chain, sending a powerful message to the rest of the industry.

Similarly, a leading restaurant chain, initially hesitant about transitioning to cage-free eggs, was eventually persuaded by our data-driven approach. We are witnessing remarkable progress in the advancement of cage-free policies in Japan. For instance, AEON Group, the second-highest ranking retailer in Japan according to the National Retail Federation’s 2024 rankings, has switched its private label Top Value brand to cage-free eggs. This bold decision by the largest retailer in Japan and Asia has had a significant impact on the retail supply chain, as it is expected to lead to an increase in companies following suit.

In fact, in 2023, Ito-Yokaodo, whose parent company is 7&i Holdings, started selling cage-free eggs as their private brand.

7&i Holdings was ranked number one on the National Retail Federation’s 2024 rankings, and 7&i and AEON are competitors.

These are just two examples of the many companies that have begun to explore cage-free policies. The collective impact of these commitments is significant, leading to a gradual increase in the demand for cage-free eggs and a growing awareness of animal welfare. Our advocacy efforts have contributed to a broader shift in the Japanese food industry. Major food manufacturers have begun incorporating animal welfare into their sourcing policies. This trend is further fueled by the increasing availability of cage-free egg products, giving consumers more options.

The progress we’ve made is a testament to the power of cultural understanding and collaboration. By working closely with Japanese businesses, we’ve been able to create a ripple effect of compassion that is transforming the food industry and improving the lives of millions of hens. While there is still much work to be done, these successes give me hope that a cage-free future is within reach.

Adapting To Local Culture For Global Impact

Effective animal welfare advocacy in Japan requires a deep understanding of local culture. By embracing the nuances of “reading the air,” understanding the “why” behind the “how,” and navigating “ringi,” advocates can build trust and create lasting change. It’s also important to remember that building relationships is key. Taking the time to cultivate personal connections with key decision-makers can go a long way in fostering cooperation.

However, while patience is key, we must also recognize the urgency of the situation: hens are suffering in cages right now. Therefore, it’s crucial to find ways to accelerate the transition to cage-free systems. One effective way may be to leverage international pressure, highlighting the growing global demand for cage-free products. By demonstrating that animal welfare is a global expectation, we can encourage Japanese corporations to prioritize the well-being of animals.

Ultimately, our goal is to create a ripple effect of compassion that extends far beyond Japan’s borders. By empowering Japanese corporations to become pioneers of change within Asia, we ignite a movement towards a global food system that prioritizes animal welfare. This is not merely about changing cages; it’s about transforming hearts and minds.

Let us stand together, united in our commitment to a world where every hen can spread her wings. The time for change is now. Let Japan, and Japanese advocates, lead the way.