Last reviewed 2 September 2020

The British Embassy, British Consulate-General and the British Council, in partnership with principal partners Jaguar Land Rover and Standard Chartered Bank, have announced the resumption of the UK in Japan campaign.

The campaign was launched in September 2019 to coincide with the Rugby World Cup and featured a series of events and activities to showcase UK excellence in business, innovation, culture, arts and education. The aim was to build closer relationships between the UK and Japan through networking and sharing knowledge and experiences.

Although the virus response remains a priority, the campaign will resume from September 2020 with much of the activity focusing on how the UK and Japan can recover and rebuild, and how they can support a sustainable global recovery.

British Ambassador to Japan, Paul Madden, said: “The UK and Japan are natural partners and I look forward to using the UK in Japan campaign to increase partnerships across business, science, education and the arts that will make both our countries stronger.”

The campaign will restart with a “CreativeTech GREAT Season” beginning with the first all virtual London Tech Week — the UK’s biggest tech showcase — from 1 to 11 September. The main events such as “The Opportunity in London”, “Global Leaders Innovation Summit” and “AI Summit” can be accessed virtually this year. For full details, see

The campaign will continue in to 2021, with much of the activity focused on a green and resilient recovery from Covid-19 — a particular priority for the Government as the UK prepares to host COP26 in November 2021.