Japanese Investment, Israeli Innovation: Noa Asher on What Comes Next

In this episode of Tel Aviv Diary, I’m joined by Noa Asher, newly elected chair of the Israel–Japan Chamber of Commerce and a veteran of Israel’s economic-diplomacy world. Noa takes us through her personal and professional journey—from Jerusalem to Harvard’s Kennedy School, from startup-era law to an 18-year career in Israel’s Foreign Trade Administration—before landing in two posts that shaped her view of global business: commercial work in Chicago across the U.S. Midwest, and then six pivotal years in Tokyo (2014–2020).Noa argues that 2014 marked a turning point in Israel–Japan economic relations, describing how Japanese companies began to view Israel not as a political risk, but as an innovation engine—spurred by events like the Keidanren delegation, Rakuten’s acquisition of Viber, and the wave of new bilateral frameworks in R&D, cyber, health, and investment promotion. She also explains what changed after the war, why Japan’s risk-averse business culture matters, and why Israel’s brand in Japan may have slid back toward the familiar headlines of conflict.We also dive into her current work at NTT Innovation Laboratories Israel, where she describes the machinery of cross-border dealmaking: identifying real corporate needs, finding Israeli solutions, and navigating the cultural gap between startups and Japanese conglomerates. From cybersecurity and digital health to AI and the promise of zero-latency networks, Noa makes the case that Israeli tech can still deliver—even under pressure—and lays out what it will take to bring Japanese momentum back. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit marcschulman.substack.com/subscribe