We all know that Japan is expensive.  But did you know just how expensive?  Bradley Brouwer will be able to tell you. “I host trade delegations from South Africa,” he says. “And they always get a shock when we go shopping. I mean, here in Tokyo you pay R300 for a watermelon or bunch of grapes. A 100g steak is R600. That is what we mean when we say Japan is expensive.” This is why Japanese tourists regard South Africa as a shopping paradise: Ah, rook, Yoriko-san! Watermerron onry twenty land! I take fifty!”  With a strong yen for currency, and an even stronger yen for ‘exotic’ Africa, the Japanese tourist is just waiting to explore our country. And Bradley is exactly the guy to encourage them to come here. As South African Tourism’s Country Manager for Japan and Korea, Bradley works 18-hour days to promote South Africa to the Japanese government, the Japanese tourism trade and ordinary Japanese travellers.  He can take modest pride in the fact that, under his stewardship of the South African Tourism office in Japan and Korea, tourist numbers from those countries increased by 20% (this was just before the world-wide downturn, but don’t hold him responsible for that.) Arriving in Japan three years ago was a huge culture shock for this young man from the Free State. “The day before I was due to leave, I fell and broke my arm. At 6am the following morning, I was in hospital. At 11am they operated. And by four that afternoon I was on the plane to Japan, with staples and screws and metal plates and all.” “Then, when I arrived, I tried to tip the taxi driver who brought me from the airport. He crumpled up the money and threw it back at me. I learned later that it is an insult to tip a Japanese, as you are implying that he has a lowly job and does not earn enough money.” Further shocks were in store for Bradley, quite literally. “On my first night I was staying on the 22nd floor of my hotel and the city was hit by an earthquake. I was thrown out of bed, plaster cast and all. This was my first exposure to the fact that Japanese buildings are designed to sway in earthquakes!” And possibly the greatest shock of all: “One morning I took a taxi to work and left my wallet on the seat. At midday I headed out the building for lunch – to find the taxi-driver in the foyer with my wallet. He didn’t know my name or what office I was in, so he had been waiting all morning in order to return my money.” Through his multiple talks on South African culture, wines, attractions, habits, languages and customs Bradley has been doing his diplomatic bit to show off our country to the Japanese. But at the same time he is also indefatigable in assisting South African tourism operators to better understand their Japanese clients. “Since I have come here I have become a lot more spiritual,” he says. “When you live in Japan, you learn to watch body language, to understand the hidden meanings of things, to look for nuances. When a Japanese says yes, he does not necessarily mean ‘yes’, he might mean ‘I hear you’. But when he does say ‘yes’ – when he commits to something – you don’t even need a contract. The Japanese will not tolerate loss of face – if they need to deliver, they will.” Because of the ageing population, Japanese travellers are usually quite elderly (all that green tea!). They demand good manners, impeccable cleanliness and a respect for their own culture. “You don’t get frozen food in Japan,” says Bradley. “Food must always be very fresh. Japanese travellers abroad expect high standards of fresh food. Japanese tourists are also very cautious about new destinations and exceptionally scared about their safety. The slightest report of crime, and they will not go to a destination.” Ever since the Japan and Korean soccer teams qualified to take part in the Soccer World Cup, Bradley has been inundated with queries about visiting South Africa to watch soccer. “South Africa is definitely going to see an upswing in tourism from those countries,” he says. “But SA must get more ready. There are not enough Japanese-speaking guides. We are trying to negotiate direct flights – at the moment the flights are indirect and take 21 hours. With a direct flight, South Africa will become even more attractive. South Africans must also learn more about the Japanese, about their customs and their demands. If they don’t, they give the impression that they do not want Japanese people to visit, and Japanese are very sensitive to this. Most of the time it is quite simple – it takes a little effort to be welcoming, but the rewards are great.” In order to help South Africans understand and reach the Japanese market, Bradley has prepared several help sheets, and is always eager to assist. You can ask him to send you these guides – or just get into contact with him at bradley@southafricantourism.or.jp.  So – domo arigato. Welcome to South Africa, and dózo, purezento desu (enjoy the watermelon!).