Establishing successful long-term relationships with Japanese business partners remains challenging for many European companies. Despite the Japanese government's reduction of trade barriers, foreign enterprises face numerous other obstacles. These challenges are often influenced by stereotypes surrounding Japanese moral concepts and cultural identity, stemming from both European and Japanese perspectives. Such views frequently arise from Nihonjinron discourse, which suggests a unique Japanese cultural identity and superiority over other cultures. Utilizing this discourse alongside Anthony Giddens' theory of structuration, the study explores the historical exchange of ideas between Japan and the West, as well as the evolution of Japanese cultural identity over the centuries. It supports its findings with qualitative survey research involving European and Japanese companies, focusing on perceptions of Japanese cultural identity in business contexts. Ultimately, the study reveals that common assumptions related to Nihonjinron persist today, impacting daily business operations. This highlights the growing importance of intercultural competence in country-specific marketing strategies and as a crucial qualification for international business professionals.
