This episode examines the image of Japan: consistently admired in the Nation Brands Index (#4 in 2020) but apparently out of step with the behaviors that bring strength in the Good Country index (#26 in 2020). Simon and Nick look at some of Japan's strategies to maintain a global presence such as hosting the Olympics and the up-coming Expo 2025 in Osaka; consider successful behavior such as the collective action of fans, cleaning stadiums during the soccer world cup and look at underlying weaknesses including a decline in knowledge of foreign languages and a reluctance to welcome migrants. Japan emerges as a unique actor with tremendous advantages but one which needs to take care to adapt its approach to 21st century priorities and global needs or risk a decline in its standing.