Despite 5 How Japanese Law Firms Win Business, and What Foreign Lawyers Should Know For international law firms and counsel seeking to expand their presence in Japan—or to work more effectively with Japanese clients and firms—understanding the cultural and commercial nuances of the market is essential. Japan remains one of the most sophisticated legal environments in Asia, but its business customs, expectations around relationship-building, and legal marketing strategies differ greatly from Western norms. This article by Isaku Uchiyama, VP Asia Pacific and head of the Tokyo office at Nishlis Global Legal Marketing, provides practical guidance on how Japanese firms approach business development, and how foreign lawyers can build respectful, effective partnerships within the Japanese legal ecosystem. 1. How Japanese Law Firms Win Business: Shifting Strategies in a Traditionally Discreet Market Japanese law firms historically thrived in a culture of discretion and humility, with marketing and business development (BD) efforts traditionally understated. However, the last decade has seen a notable transformation—especially among firms that serve cross-border clients or compete in high-growth sectors like M&A, IP, technology, and dispute resolution. Here are several trends shaping BD in Japan’s legal market: Increased Brand Consciousness: Leading Japanese firms such as Anderson Mori & Tomotsune (“AMT”), Nishimura & Asahi, Mori Hamada & Matsumoto (“NA”), Nagashima Ohno & Tsunematsu (“NOT”) and TMI Associates are investing more heavily in branding (most of them having done a re-brand in the past two years), websites, legal rankings (e.g., Chambers, Legal 500), and thought leadership. While still modest compared to Western standards, this is a clear shift from past reticence. International Alignment: To serve multinational clients, Japanese firms are mirroring global standards in proposal writing, pitching, and credential-based marketing. There’s a growing reliance on experience-based BD, with firms showcasing precedential deals and cross-border experience through curated deal highlights. All the major firms aspire in one way or another to be regarded as international law firms based out of Japan. Sector-Specific Targeting: Japanese firms are becoming more strategic in how they target sectors—focusing on areas like renewable energy, life sciences, AI,
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