International Protocol Consulting in Action

At the International Protocol and Etiquette Academy of Japan (ICPA), we are committed to supporting not only domestic clients but also international businesses seeking to navigate the nuances of cultural interaction and protocol in global projects.

One such case was our collaboration with a major UK-based hospitality corporation, beginning in 2020, on a bold new initiative: the development of an Asia-fusion restaurant concept that blended Japanese, Chinese, Korean, Thai and other cultural elements. While the vision was innovative, it also posed significant cultural challenges and potential sensitivities.

The Client’s Request

“We are looking for a consultant who deeply understands the subtleties of Asian cultures. Since our project blends various cultural influences, we want to identify and address any potential cultural conflicts or misunderstandings in the planning stages. We need precise advice on where problems may arise, and how to solve them appropriately.”

Project Overview (Selected Highlights)

• A series of Asia-fusion restaurants with unique concepts, primarily featuring Japanese and Chinese cuisine
• Interior design inspired by a combination of East Asian aesthetics
• Incorporation of cultural elements from multiple Asian countries, including Korea and Thailand
• Events and seasonal promotions based on traditional cultural festivals

Identified Cultural Risks

• Mixing politically sensitive cultures (Japan, China, Korea) without clear distinction
  → May cause offence or misunderstanding, especially among culturally aware clientele
• Visual design leaning heavily toward Chinese aesthetics while being presented as “Japanese”
  → Risk of distorting or misrepresenting Japanese culture
• Blending distinct cultures under one theme without proper contextualisation
  → May unintentionally be perceived as cultural insensitivity or superficial appropriation

ICPA’s Strategic Support

To mitigate these risks, ICPA provided comprehensive cultural consulting tailored to each phase of the project:

• Review of all concept proposals and materials to identify potential cultural pitfalls
• Recommendations for adjusting content, presentation, and design to align with authentic cultural practices
• Advisory on cultural etiquette, including dining customs and table settings
• Guidance on event planning, incorporating culturally accurate and respectful representations of national festivals
• Support for staff and performance uniforms, including advice on culturally appropriate attire and makeup
• Provision of educational insight into each culture to ensure a respectful and refined representation throughout

Outcome and Ongoing Partnership

The result was a successful international rollout, with restaurants praised not only for their aesthetic and culinary quality but also for their cultural sensitivity and sophistication. Thanks to this success, the client continues to engage ICPA for further developments and ongoing advisory support.

Endorsement from Our UK Partner

“Working with Mari has been a delight over the past two years. She has been an excellent source of knowledge of Japanese etiquette and protocol and has remotely assisted us with projects in the UK, as well as delivered training to several clients of The English Manner – always receiving excellent feedback. Mari’s work ethic is unquestioned and she always goes above and beyond to deliver for us. Thank you!”
— The English Manner

At ICPA, we believe that true international success requires more than creativity – it demands cultural intelligence and refined protocol. Our mission is to help global organisations meet these expectations with clarity, respect, and elegance.

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