Japan-based Coaching Firm “Coaching Leaders Japan” Establishes Subsidiary in the Netherlands

The Hague, Netherlands – 1st May, 2025 – Coaching Leaders Japan (formerly known as 35 CoCreation), a Japan-based firm known for enhancing organizational culture and developing next-generation leaders within global companies, has announced the establishment of its first overseas subsidiary in The Hague, Netherlands.

Reason for Establishing a Subsidiary in the Netherlands

As Coaching Leaders Japan (CLJ) commemorates its fifth anniversary—including its early years operating under the name 35 CoCreation—the company has experienced a notable evolution in its client base. Initially focused on domestic organizations, CLJ has seen a steady rise in inquiries from international companies seeking to navigate the complexities of working with Japanese businesses, entering the Japanese market, and developing local leadership talent.

This growing demand is partly attributed to the founder’s prior experience as Head of HR at GE Healthcare, a multinational corporation, which positioned CLJ to understand the unique cross-cultural challenges faced by global organizations.

The trend has been particularly pronounced in sectors such as healthcare and wellness, where Japan’s aging population has attracted increasing global attention. Simultaneously, as more Japanese companies expand abroad, the demand for cross-cultural leadership development and organizational transformation has intensified on both sides.

CLJ’s distinct advantage lies in its specialization in ontological coaching—an approach centered on “being” and fostering long-term relational trust. This philosophy aligns closely with Japanese organizational values and provides a meaningful alternative to the action-oriented, results-driven frameworks more common in Western leadership models. By bridging these contrasting approaches, CLJ occupies a unique position in the leadership development landscape.

In response to these trends, and with a commitment to making its methodology accessible to a broader international audience, CLJ has established its first overseas subsidiary in The Hague. The new location will serve as a strategic hub for three key focus areas:

1. Bridging Cultural Gaps

By integrating the foundational principles of ontological coaching with Japan’s “being”-centered cultural values, CLJ supports global organizations entering the Japanese market—as well as Japanese companies expanding internationally—in achieving deeper, more sustainable organizational transformation.

2. Enhancing Engagement with Global Headquarters

Establishing a presence in The Hague positions CLJ closer to Europe’s key decision-making centers, enabling more responsive collaboration with international headquarters and a deeper understanding of their strategic priorities.

3. Integrating Global and Local Expertise

Drawing on extensive hands-on experience in Japan and globally recognized coaching methodologies, CLJ delivers leadership development programs that are culturally attuned, scalable, and effective across diverse business contexts.

Through these initiatives, Coaching Leaders Japan aims to serve as a trusted bridge between Japan and the global business community—promoting mutual understanding, enabling long-term growth, and catalyzing meaningful transformation. With a focus on harmonizing “Doing” and “Being,” the firm empowers leaders across cultures to co-create value in today’s increasingly complex and interconnected world.