Product Development
New products inspired by the country’s ingredients, technology, culture, or design.
A cultural exchange initiative
Embassy Cultural Dinner
An intimate cultural dinner connecting embassies with Japan’s leading marketers.
Culture first. Business may follow.
This is not a trade fair or a business-matching event. It is a small gathering where senior professionals experience a country through its food, culture, people, tourism, and industries—and where natural relationships can begin.
The proposal in brief
A meaningful first connection
- Proposed by
- Yosuke Farah Tomosada, Founder of Happy Marketing
- Proposed timing
- November 2026
- Guests
- 10–20 senior leaders in marketing, brand, product, and business development
- What we ask
- A conversation about hosting, embassy participation, and introducing your country
- What we manage
- Invitations, guest coordination, program design, and facilitation
Concept
Culture First. Relationships Next.
International business does not always begin with a negotiation. Often, it begins by discovering a country, experiencing its culture, sharing a meal, and meeting the people behind it.
“Could this ingredient inspire a new product? Could this region speak to Japanese travelers? Could our brands create something together?”
Embassy Cultural Dinner is designed to create that first point of connection—without forcing an immediate commercial agenda.
Why marketers?
The people who turn discovery into possibility
Marketing leaders do far more than advertise. They shape products, build brands, open markets, interpret consumer needs, design new businesses, create partnerships, and bring cultural value to wider audiences.
When these professionals experience a country directly, its food, culture, tourism, industries, people, and regional assets can be seen through a new market and collaboration lens.
Who joins
A small group, selected for meaningful conversation
We invite 10–20 senior professionals from major Japanese companies and related fields.
- CMOs and marketing leaders
- Brand and product development leaders
- New business and overseas business leaders
- Corporate planning professionals
- Media, advertising, PR, and creative professionals
Why the embassy?
A place that makes a country feel tangible
Visiting an embassy, meeting its people, and experiencing its hospitality creates a connection that a hotel or conference venue cannot reproduce.
Cuisine, beverages, ingredients, music, craft, art, tourism, regions, industries, and local companies can all help present the country in a richer and more memorable way.
The evening
A simple format built around conversation
- 01
Reception
Guests arrive and begin connecting over a welcome drink.
- 02
Welcome
A brief introduction to the country, recent topics, culture, tourism, or industry.
- 03
Cultural Dinner
Embassy representatives and guests share the country’s food and beverages.
- 04
Free Conversation
Open conversation shaped by each guest’s interests rather than a formal agenda.
What may grow from the dinner
New possibilities, built on a genuine relationship
The dinner is not intended to produce contracts on the day. It creates a human starting point from which future ideas may emerge.
Tourism
Promotion, travel concepts, and regional branding for Japanese audiences.
Brand Collaboration
Collaborations between Japanese brands and the country’s culture, regions, or companies.
PR & Media
Stronger communication in Japan through media, stories, and content.
Business Expansion
Exploration of Japanese companies entering the country or local companies entering Japan.
Long-term Partnerships
Continued relationships among companies, embassies, government bodies, and local enterprises.
Value for the embassy
A direct, human way to introduce your country
Direct connection
Meet senior Japanese marketing and business-development professionals in person.
Experienced, not just explained
Communicate the country’s appeal through hospitality, culture, food, and conversation.
Market perspective
Hear candid views about Japanese consumers and market possibilities.
Relationships that continue
Create a foundation for future cultural and corporate exchange.
What we ask of the embassy
A conversation about hosting the experience together
- The possibility of holding the dinner at the embassy
- Participation by the ambassador or embassy representatives
- A brief introduction to the country, its culture, tourism, or industries
- Discussion of suitable cuisine, beverages, ingredients, or cultural elements
- Coordination of the date, format, and final number of guests
Practical information
Frequently Asked Questions
Is this a business-matching event?
No. The dinner is designed as a cultural exchange and an opportunity to build genuine relationships. If participants and embassy representatives identify a shared area of interest, Happy Marketing can support an appropriate follow-up after the event, but no meeting, commercial discussion, partnership, or business outcome is guaranteed.
Who will be invited?
Happy Marketing will invite a small group of senior professionals from Japanese companies and related fields, including marketing, brand management, product development, business development, international business, media, advertising, and public relations. The embassy may also recommend relevant representatives, companies, cultural professionals, or other guests for consideration. The final guest list will be coordinated in advance.
What language will be used?
English will be the primary language of the event. If another language is required, we ask the embassy to arrange suitable interpretation.
How will the event costs be handled?
Responsibilities for the venue, food, beverages, catering, and any special arrangements will be discussed and agreed separately before the event is confirmed.
How will food, beverages, and dietary requirements be managed?
Food and beverage arrangements, including whether alcohol is served, will be discussed with the embassy. Happy Marketing will ask invited participants about allergies and dietary or religious requirements and share relevant information in advance. Participants will be responsible for their own transportation after the event.
What information will be provided for embassy access procedures?
Happy Marketing will provide the participant information reasonably required for the embassy’s entry and security procedures in advance. The program will also include time for participants and embassy representatives to introduce themselves and exchange business cards. Participant information will otherwise be handled only as needed for planning and operating the event.
Will photography, social media posting, or media coverage be involved?
Photography and social media arrangements will be discussed with the embassy in advance. Any restrictions or approval procedures set by the embassy will be respected. Media attendance, reporting, publication, and publicity are not guaranteed.
What happens if the date needs to change?
If the event must be postponed, rescheduled, or cancelled, Happy Marketing and the embassy will coordinate the next steps based on the circumstances and any arrangements already made.
Organizer
Yosuke Farah Tomosada
Special Marketing Advisor, The Asahi Shimbun Company
Founder, Happy Marketing
Yosuke supports Japanese companies in marketing strategy, brand strategy, new business, and business development. He also works with embassies and overseas companies on communications and marketing in Japan, and supports Japanese companies in expanding internationally.
Drawing on a network of marketing leaders, executives, media professionals, advertising and PR specialists, and business-development professionals, he develops projects connecting companies, media, and international government organizations.
Embassy Cultural Dinner is an independent pilot initiative organized by Happy Marketing. The Asahi Shimbun Company is neither an organizer nor a sponsor of the event.
Our vision
A More Natural Way for Countries and Companies to Connect.
First, discover the culture. Share the food. Meet the people.
Culture first. Relationships next. New possibilities may follow.