In September 2022, the Spectrum Tokyo editorial team visited several design companies in Denmark. I didn’t know much about Denmark, only having a vague image of a country overflowing with simple and lovely Nordic designs. I found not only plenty of charming designs as expected but also encountered many cultural differences and discoveries in communication, trust, and ethics while interviewing local designers.

There were surprising similarities between Denmark and Japan as well.

While we shared real conversations about design in each interview article, we were also introduced to many eye-opening mindsets that broadened our perspective, which we want to share with our readers.

“Just ask” can be good or bad

The first place we visited was the office of ayanomimi, run by Aya. She connects businesses between Japan and Denmark. The coworking space in the city of Copenhagen had a calm atmosphere with occupants in their 40s and 50s, rather than being filled with vibrant startups. It seemed like many members were taking on new challenges later in life, and it was a place where one could hope for even more interesting businesses to emerge if such places were created in Japan.

During the interview about design and business, what particularly stood out was the notion that “Danish people are comfortable asking someone when they don’t understand.” In Denmark, there is very little visible textual information like signs, and when I asked about it with curiosity, I received that response.

They don’t label each drawer in the coworking space kitchen with ‘fork,’ ‘knife,’ ‘spoon,’ etc. because they believe that if you see it, you understand, and if you don’t, then you ask. If you get lost at a station, you can ask someone nearby. This mindset explains the scarcity of signs. It’s so natural, living with the expectation of asking and being asked is a common practice there.

In contrast, in Japan, there seems to be a belief that asking others for everything is a bother, it’s better to handle things on your own as much as possible. This is why Japan has many signs and notices in the public space, being able to walk through without asking someone for help. This tendency is particularly noticeable in crowded places like train stations.

During our stay in Denmark, there were moments when I felt the pros and cons of the “ask when you need help” style. One instance was with the hotel key. At the local hotel where we stayed, we had to leave the key at the front desk when going out and retrieve it upon returning. Even if we were just stepping out to the convenience store, we had to communicate at the front desk. It was a bit tiring to do so, especially when returning exhausted (I believe the system varies depending on the hotel) after work. While I appreciate the ease of casual communication, there were moments when I wished things could be self-contained without the need for interaction.

→ ayanomimi interview here

Not longing for affluence, a prudent national character

The next stop was the design office, Charlie Tango. While enjoying the breakfast they prepared for us, we interviewed UX designers Lea and Rasmus.

One thing that couldn’t be fully captured in the interview: Lea, being Danish, mentioned feeling cultural differences with her British husband. “Danish people always leave work on time, but my husband, even in Denmark, works from morning till night…” It made me think that there are differences in mindset even among Europeans.

Values regarding affluence seem to differ significantly, with Lea mentioning, “In America or Spain, people tend to boast about how affluent or successful they are (symbols like expensive cars or brand-name items). Denmark, despite high taxes, accepts it as necessary for equalizing and improving citizens’ lives.” Indeed, in America, individual wealth is considered part of the “American Dream,” fostering an aspiration toward that ideal. In contrast, the Nordic countries may not showcase extravagant displays, but they seem to have high levels of happiness. However, Lea also expressed a bit of regret that the lack of competitiveness in the national character might hinder the emergence of exceptional talents.

Moreover, one thing that stood out as significantly different from Japan was that “Danish people trust the government more than the private sector.”

→ Charlie Tango interview here

The versatile “Design System” born from spacious design

Our next visit was to the startup Design Systems International, focusing on coding and design systems.

Their belief that “once the general impression is established, you can maintain the concept even with changes” was surprising, leading to an interview that was both enlightening and creatively satisfying. Hearing that in Denmark, there isn’t such an obsession with the perfection of design, made me consider that this flexible system might have emerged as a result. While graphic design has traditionally emphasized flawless precision down to the millimeter, I sense that branding is becoming more fluid in response to the evolution of media.

With their rich engineering knowledge, deep understanding of branding, and playful spirit, I believe they can make products more interesting and practical.

→ Design Systems International interview here

“Are you proud of the work you’ve done?” A simple yet resonant guideline

As we entered the latter part of our interviews, we visited the design company Spring/Summer. In their clean and simple office, we enjoyed a conversation with the founder, Pelle.

His philosophy of work, “Be proud of what you have done when you go home at the end of the day!” resonated deeply with its simplicity. Using the question of whether you can be proud of your work as a guiding principle in your daily tasks seems like a clear and effective approach. It’s common to have moments of doubt in our work, wondering, “Is this good enough?” In those times, having “Am I proud of this?” as a criterion for judgment could be a valuable perspective. Pelle’s way of living was also admirable.

→ Spring/Summer interview here

The design has the power to brighten society

Our final interviewee this time was Nicolas from Bespoke. He had known our editor-in-chief, Ryo, for some time. It was a period when Bespoke had just merged with the Danish design company Manyone and relocated its office.

Bespoke is a company that specializes in “Futures Design,” and while I couldn’t quite imagine what it was before, I was amazed by the wide range of things that can be considered as design. The concept of Futures Design, where one can gradually create the future they envision by thinking and acting in sequence, was something that brought a sense of brightness throughout the days with sad news.

Nicolas mentioned that he also loves Japanese manga and anime, with Captain Tsubasa being a particular favorite. There are bookstores in Copenhagen that mainly sell Japanese manga, making Japanese culture feel close and familiar to many.

→ Bespoke interview here

Impressions of “Japanese Design” from Danish Designers

The impressions of Japanese design from Danish design professionals were unanimous: “The graphics are of high quality and amazing! They are incomparable!” In Denmark, it seems that many operate with the mindset of “as long as it’s done by the deadline, it’s okay,” and they do not necessarily strive to increase the quality beyond the estimated workload. The designs seen around the city were often minimalistic, with few colors.

There is a culture of not sparing effort to create high-quality products that exceed expectations in Japan. This also brings to light the complex reality that the labor environment has sometimes been neglected…Especially in industries like advertising agencies and animation studios, known for creating globally acclaimed creative works, there is an image of long working hours. While craftsmanship is highly respected, I hope that delicate and wonderful creations can be made in an environment that prioritizes healthy working conditions.

The stylish offices in Denmark

One thing that truly stood out was how stylish the office interiors were in Denmark! They were simple yet skillfully used colors, making me want to take lots of photos in every office. There was a particular emphasis on lighting in many places.

I noticed that there are many old buildings while walking around in the city. The colorful architecture that symbolizes Denmark is indeed very charming, but surprisingly, many of the pillars seemed crooked… Upon entering, I found that many places with sloping floors. Perhaps the sense of “it’s livable, so it’s okay!” stems from the spaciousness unique to Denmark. Copenhagen rarely experiences natural disasters, allowing old buildings to remain used for a long time.

High psychological safety due to the assumption of communication

The natural belief of “it’s okay to ask someone” made me realize how kind people are in the city. While looking at a map on my phone, a woman I didn’t know asked, “Are you okay? Do you need help?” Or when I was indecisive about which hot snack to choose at the convenience store, a stranger recommended which snack to get. The low barrier to communication was evident, and the country’s safety, where one doesn’t feel danger even walking around alone, contributes to a high level of psychological safety.

Through this journey, I realized how narrow my perspective has been. Seeing the wonderful aspects of Denmark while also recognizing the great things about Japan was a valuable experience. I hope to continue promoting Japanese design to a wider audience abroad, Spectrum Tokyo will also continue to focus on showcasing Japanese design in the future!