Boost for UK businesses and growth as new Musubi Initiative strengthens UK-Japan connections
The Musubi Initiative, launched by UK Culture Secretary Lisa Nandy at the World Expo in Osaka, is set to create a wealth of opportunities for current and future business leaders in both the UK and Japan. This innovative programme marks the beginning of a new phase of cooperation between the two nations, bringing together private funding to support a diverse range of activities designed to foster lasting connections.
The Musubi Initiative, named after the Japanese word for “connection,” is a first-of-its-kind partnership that aims to strengthen ties and grow the international talent pool needed to seize future opportunities. It builds upon the increasingly strong relationship between the UK and Japan, which is already evident in their collaboration on defence, security, digital innovation, and expanding trade through the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) and the Hiroshima Accord.
Unveiled as part of the UK National Day celebrations at World Expo 2025 Osaka, the Musubi Initiative is another significant step in delivering the UK Government’s Plan for Change. This plan aims to foster international relationships that drive economic growth and opportunity, and the Musubi Initiative is a prime example of how this can be achieved.
UK Secretary of State for Culture, Media and Sport, Lisa Nandy, expressed her enthusiasm for the initiative, saying, “The UK’s vibrant display in Osaka demonstrates the breadth of creativity and innovation from across our four nations and our strong partnership with Japan. From BBC Planet Earth and Paddington to our world-famous musicians, the UK’s creative industries are a truly global hit, worth £125 billion to our economy and vital to our Plan for Change – it’s great to see them in the spotlight today as part of UK National Day.”
Nandy added, “I am delighted that we have deepened our relationship with Japan further through this new Musubi Initiative, which will create even more opportunities for businesses in both the UK and Japan now and in the future.”
The first group of Musubi Pioneer Partners has been announced, and they will play a crucial role in delivering the initiative’s vision. The partners include a variety of sports, educational, and leadership programmes designed to benefit both nations.
In the realm of sports, Liverpool Football Club International Academy will develop a sports programme supported by Musubi, aimed at nurturing young players and providing opportunities to build leadership qualities. Additionally, the UK Ekiden, inspired by Japan’s famous relay race, will see UK and Japanese university students participating together.
Educational programmes are also a key part of the initiative. A new Musubi Scholarship with University College London, supported by Amano Enzyme Inc., will be offered to Japanese students, building on the over 160-year relationship between the university and Japan. There will also be a Youth Offshore Wind Scholarship Programme with SSE Pacifico, designed to foster future talent in the offshore wind sector, including study abroad opportunities in Scotland. The Robert Walters career development programme will assist bright young people, including Chevening Scholars, in reaching their full potential.
Leadership programmes are another important aspect of the Musubi Initiative. An event focused on Women’s Economic Empowerment will strengthen relationships between female exporters in Japan and the UK, co-hosted by both nations at Osaka Expo. The Musubi Alumni programme will bring together the talent and potential of alumni across various programmes, creating a network of champions for their communities, their countries, and UK-Japan relations.
Hello Kitty, the globally popular Japanese brand presented by Sanrio, will serve as the Musubi Friendship Ambassador, symbolising the strong links between the UK and Japan. Japanese firm Dentsu PR Consulting Inc. will provide PR advisory services for the initiative.
The Musubi Initiative is ambitious in its goal to create a long-lasting legacy and network of alumni. These individuals will become champions of their communities, their countries, and the relationship between the UK and Japan. The initiative is not only about creating opportunities for the present but also about building a foundation for future generations.
In addition to the Musubi Initiative, the Culture Secretary has been actively promoting Britain’s creative industries in Japan. This includes pushing British brands within Japanese markets and attracting trade and investment into the UK. The aim is to redistribute these investments across the country, ensuring that the benefits are felt in areas where they are needed most.
On 21 May, the Culture Secretary met with Minoru Kiuchi, a senior Japanese minister responsible for the Cool Japan Strategy, in Tokyo. They discussed strengthening collaboration in the creative industries. She also met with executives from major video game organisations, including Bandai Namco and Nintendo, as well as the Japanese cast of Harry Potter and the Cursed Child.
Japan is currently the UK’s sixth-largest investor, with an inward Foreign Direct Investment stock of more than £86 billion at the end of 2023. Bilateral trade between the two nations was worth £31 billion in 2024. Japanese investment into the UK has roughly doubled over the last decade, with nearly 1,000 Japanese companies sustaining 200,000 UK jobs.
Exports Minister Gareth Thomas commented on the significance of the UK-Japan relationship, saying, “The UK and Japan enjoy a dynamic and enduring trading relationship, with £86 billion in investment to the UK economy. As part of the Government’s Plan for Change, initiatives like the Musubi Initiative and Expo 2025 are helping to strengthen our ties with key economic partners, creating new opportunities for businesses and deepening people-to-people connections across the world.”
Japanese Foreign Minister Takeshi Iwaya also expressed his support for the initiative, stating, “It is connections between people that develop our societies and serve as a foundation for exchanges between countries. In the Japan-UK Hiroshima Accord, issued by the leaders of Japan and the UK in 2023, we also confirmed our cooperation in revitalising people-to-people exchanges, including in the key areas of tourism, studying abroad, culture, and the working holiday programme. I hope this initiative will strengthen our ‘Musubi (bonds)’ especially among the younger generation and that our partnership, now stronger than ever, will continue to grow.”
The UK’s presence at World Expo 2025 is a global showcase for British companies and creative talent. To mark UK National Day on 22 May, there were musical performances from all four UK nations featured across Yumeshima Island, ranging from bagpipes to bass guitars. This was followed by the Japanese premiere of BBC’s ‘Planet Earth III Live in Concert,’ highlighting the UK’s creative prowess on a global stage.
