“JAPAN TIDE” (Japan Tide) is a Japanese culture dissemination project that has continued to expand to countries around the world since it was launched in 2017 targeting the Middle East. London, England joined in 2018, and solo and group exhibitions of Japanese artists are being held with the support and cooperation of relevant ministries and public institutions. Antiques and art, such as traditional Japanese crafts and Ukiyo-e, are extremely popular in England, where the value of using good things carefully for a long time is rooted, and it has evoked many responses. Business cooperation includes famous galleries such as “Leiden Gallery” (Whitechapel district).