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Cooperation between European and Japanese companies in third markets is a growing and promising business trend. For example, a study conducted by the German Chamber of Commerce and Industry in Japan in 2019 reveals that 69% of German companies in Japan are involved in business activities with Japanese partners outside Japan, a number being on a consistent increase from 64% in 2018 and 54% in 2017. In addition, 46% of German companies in Japan are generating revenues with Japanese customers outside Japan at least to the same extent as in Japan, and depending on the industry, this revenue ratio is 1 to 4. Indeed, such cooperation allows European and Japanese companies to better compete as they may possess complementary strengths in technologies, market intelligence, financing, existing infrastructures and facilities – notwithstanding historical and cultural ties between several EU member states, or Japan may have in Africa, Southeast Asia, and Latin America.

By Masami Marbot in the framework of the Minerva EU-Japan Market and Policy Intelligence Programme .