The rest of the world calls the Land of the Rising Sun “Japan,” “Japon” and “Japao.” Japanese fondly and respectfully call this country “Nippon.” This website introduces Nippon to the world ? sophisticated technology and service, Bushido and the value it places on proper conduct, beautiful scenery, an ecological spirit based on the concept of “Mottainai,” ordinary daily life and niche products. We may be physically small and shy, but inside us is the warm-hearted and strict Japanese spirit, “Yamato Damashii.”