Japan Intercultural Consulting was established in the UK in 2004 by Pernille Rudlin, who heads up the UK team of  consultants covering a wide range of expertise and industries.


Emma Johnson
Consultant - United Kingdom

After graduating with honors with a BA in Linguistics from the University of Reading, Emma Johnson lived and worked in Hokkaido, Japan from 1992 – 1995. She then gained a Master’s Degree in Japanese from Sheffield University and went on to work at the Embassy of Japan in London, during which time she passed the top level of the Japanese Language Proficiency Test – Level 1.

As ‘Inward Investment Manager – Japan’ at Yorkshire Forward, Emma encouraged several Japanese companies to invest in the region. Emma then took up the post of Associate Director at the Japan Centre North West, developing and delivering a range of Japan-related business services, including the ‘English Language Study and Work Experience Programme’ for Japanese organisations, translation services and cross-cultural awareness business briefings.

Throughout her career, she has undertaken countless business trips to Japan talking to corporations in their own language and she has organised many Japanese delegations to the UK. She has been a finalist in the Sir Peter Parker Awards for Spoken Business Japanese.

More recently, Emma has worked closely with a large Japanese logistics company, in the preparation of an International Training Programme, to help the company’s high-potential middle managers to become more ‘globalised’. Emma has also conducted market research into the importance of cross-cultural awareness in business and has gained her Certificate in Intercultural Training.


Cindy Baker
Consultant - United Kingdom

A graduate of Auckland University, Cindy Baker received a Bachelor of Arts with a double major in Japanese and Business Studies. She also represented New Zealand on a trip to Japan as a result of winning a Japan Foundation Award for Excellence in Japanese. She was then awarded an Auckland University Post Graduate Scholarship which took her to Sophia University in Japan, from which she graduated with a Certificate of Advanced Japanese Studies

Cindy lived and worked in Tokyo for 10 years. She began her career in the financial industry, specialising in Japanese equities. Her first six years in the industry, she was a financial analyst covering the construction, housing and real estate sector. This role involved extensive interaction with Japanese corporates and various government and industry representatives. She then switched to a role in sales, becoming Head of Sales for a Kleinwort Benson in Tokyo actively covering both domestic and foreign investment institutions. Her move to London was initially working in equity sales for James Capel and then as Head of Japanese Equity Sales for Smith Barney and Director of Japanese Equity Sales for Citigroup Capital Markets. She is now at a boutique research house, Pelham Smithers Associates, selling bespoke research to a number of global financial institutions.