From the perspective of celebrating the 100 years of friendship between Japan and Estonia the aim of the conference is to highlight and analyze different angles and aspects of the connections and communication in the economic relations between Europe and Asia. Asian markets are valuable and attractive for Europe, and the EU is an important trade partner in Asia. Japan is the second-largest partner in Asia and due to the recent EPA and SPA the connectivity in various areas between Europe and Japan is growing.


Even though interest in entering to the Japanese market is growing steadily, the trade relations are often considered as challenging because of the specific legal requirements and cultural characteristics of the Japanese market and society. Cultural factors and experiences play an important role in expanding the relations and marketing one´s own products on the target markets. Interest in entering to the Japanese market is growing steadily in Europe, although the trade relations are often considered as challenging because of the specific legal requirements and other issues.

University of Tartu and the Estonian Business School invite master's and doctoral students to the conference "Economy and Culture between the European Union and Japan", which will take place on 14-15. October at the University of Tartu and focuses on the economic relations between the European Union and Japan, with special emphasis on the role of culture in the successful establishment and maintenance of these relations. We invite students to participate and send short summaries of their research and doctoral theses on the above topics, especially:

  • European/Estonian trade and business relations with Japan
  • Organizational governance/ organizational culture in Japan
  • Marketing in Japan and the EU trade with East Asia
  • Role of culture in marketing and economic cooperation between the EU and Japan
  • Understanding the Japanese culture and mindset in mutual relations


The abstracts should be at least 300 words but not exceeding 500 words, in English, and submitted by September 30, 2021, via main organizer email ( Authors whose abstracts are approved have the possibility to present their work. The presentation should be up to 20 minutes and each presenter receives feedback from the organizers and other participants.

The organizers will provide certificates of attendance to those who participate the full programme (3 credit points) to University of Tartu students, and is also seeking an opportunity to publish selected research papers based on the presented paper at the conference in a special edition of the peer reviewed journal. The organizers plan to provide the opportunity to participate at the conference both via online and face-to-face.


Register here

For more information, please contact Elo Süld (

Visit our webpage.

The event is organized in cooperation between University of Tartu Asia Centre, School of Economics and Business Administration, Graduate School of Cultural Studies and Arts, and Estonian Business School. The event is supported by the European Regional Development Fund (University of Tartu ASTRA Project PER ASPERA).


Funded by European Union European Regional Development FundUniversity of TartuEstonian Business School100 years of relations between Estonia and Japan

Funded by European Union European Regional Development Fund