Premium Partner Spotlight: State of Bavaria – Japan Office
Bringing Japan and Bavaria together. Established in Tokyo in 1988 as Bavaria’s first
international representative office, the State of Bavaria – Japan Office supports
Bavarian companies and organizations with market entry and networking in Japan,
while assisting Japanese companies with investment and expansion projects in
Bavaria. Working closely with Invest in Bavaria, it encourages Japanese high-tech
companies to become part of Bavaria’s innovation ecosystem. Its services are free of
charge.
Kaori Yamaguchi-Humpert became Chief Representative in September 2025. One
initiative she has since launched is the “Bayern Stammtisch in Japan”, which brings
together Japanese executives who have returned to Japan after living and working in
Bavaria. The Japan office sees them as “Bayern Botschafter” — ambassadors for
Bavaria — and aims to maintain their connection through exchange and networking.
The aim is to encourage these executives to draw on their experience in Bavaria and
promote the state as an attractive business location within their companies.
In this interview with AHK Japan, Yamaguchi-Humpert discusses Japan’s strategic
importance for Bavaria, current developments in bilateral cooperation and how the
office helps companies turn initial contacts into long-term partnerships.
AHKJ: What makes Japan strategically important for Bavaria, and what is it about the
Japanese market that particularly shapes how you operate here?
Kaori Yamaguchi-Humpert: Japan is strategically important for Bavaria as a major
economy and key market for many of its core industries, including automotive,
machinery, electronics, healthcare, robotics and advanced technologies.
Our office acts as a two-way bridge: supporting Bavarian companies entering the
Japanese market while assisting Japanese companies considering Bavaria as a
business and investment location. Our work is particularly shaped by the importance
of trust, continuity, personal relationships and an understanding of Japanese
business culture. With our permanent presence in Tokyo, we connect the right
partners and foster long-term cooperation between two strong industrial and
innovation ecosystems with complementary technological strengths.
AHKJ: What developments in cooperation between Japan and Bavaria are you
currently watching most closely?
Kaori Yamaguchi-Humpert: One development we are watching closely is the
growing interest in innovation-driven cooperation between Japan and Bavaria.
This clearly goes both ways. In July, the Bavarian business delegation “Robotics
Meets Healthcare”, led by the Bavarian Ministry of Economic Affairs, visited Japan,
while Chubu Economic Federation (Chukeiren) Delegation from Japan will travel to
Bavaria this autumn. Further initiatives include the Messebeteiligungsprogramm
von Bayern International GmbH at BioJapan 2026 in Yokohama, that concluded on
October 9, and Japan Build 2026 (December 2026) in Tokyo, followed by Smart
Energy Week in 2027.
These activities demonstrate strong mutual interest. Our role is to connect the right
stakeholders and turn initial contacts into long-term partnerships.
AHKJ: What is one strategic priority for your office in Japan, and how are you pursuing
it?
Kaori Yamaguchi-Humpert: One strategic priority is attracting innovative Japanese
companies to Bavaria and integrating them into its excellent innovation ecosystem.
Bavaria’s innovation strategy focuses on five key fields: materials, digitalization, life
sciences, mobility and energy. We specifically identify Japanese high-tech
companies that can enrich Bavaria’s industrial and research landscape with new
technologies, expertise and perspectives. Our goal goes beyond attracting
investment: we aim to strengthen Bavaria’s innovation capacity and international
competitiveness. As a door opener, we approach companies directly, connect them
with relevant companies, universities, research institutions and innovation networks,
and, together with Invest in Bavaria, support them in exploring Bavaria as a business
location.
AHKJ: What distinguishes your office’s approach to supporting Japanese and Bavarian
companies?
Kaori Yamaguchi-Humpert: What particularly distinguishes us is our role as a
gateway between Japan and Bavaria. As a first point of contact, we combine expertise
in both markets with an extensive network, connecting Japanese and Bavarian
companies with relevant businesses, government institutions, industry associations,
universities, research institutions and innovation networks. Our role goes beyond
making introductions: we connect the right stakeholders, follow up, involve additional
partners when needed and keep the momentum going to develop initial contacts into
concrete cooperation. By helping our partners navigate unfamiliar ecosystems, we
act as a trusted door opener, connector and facilitator between Japan and
Bavaria.
AHKJ: How do the AHK Japan network and Premium Partnership support your office’s
work?
Kaori Yamaguchi-Humpert: The State of Bavaria – Japan Office has been part of the
German-Japanese business community in Japan since 1988. However, when I took
over my position last year, I was personally new to this community, having spent the
previous years working at Invest in Bavaria in Munich. The AHK Japan network and our
Premium Partnership helped me integrate quickly, establish contacts and connect
with key stakeholders. At the same time, increasing our visibility and raising
awareness of our services among Bavarian and Japanese companies remains an
important priority. The Premium Partnership provides valuable opportunities to
communicate our activities, participate in relevant events and engage directly with
the business community, serving as both a networking and visibility platform.
AHKJ: In one sentence: What makes German-Japanese business partnerships
successful?
Speed, speed, speed – what makes German-Japanese partnerships successful is responding quickly and seizing every opportunity, even if it may not look promising at first, because you never know where it might lead, while ensuring “One Face to the Customer” on both sides: a trusted person who understands both perspectives, builds trust and acts as a bridge between the German and Japanese partners. — Kaori Yamaguchi-Humpert
