Kiwis can seem a bit "rugged" and "unsophisticated" in perfection-seeking Japan, a report commissioned to help New Zealand businesses break into the Japanese market has found.
The Through the Japan Looking Glass study found that the Japanese were not as excited by New Zealand as Chinese or Americans.
"Although Japan is one of our biggest trading partners, with bilateral trade of around $7.6 billion in the 12 months to March, 2017, there is a lot of room for growth," the report found.
Kiwis could seem a bit "casual and rugged", something not viewed as a positive in orderly, perfection-seeking Japan.
"Given our agricultural heritage, small population and isolation, the Japanese have a somewhat outdated view of Kiwis, seeing New Zealanders as unsophisticated, lacking global experience and unable to scale services and products."