230 Irina Menshikova, President, Amway Japan

Previously Irina was Amway Russia Chairman of Liquidation Committee, Managing Director Russia, Ukraine and Central Asia, Vice-President Sales and Operations Russia, Director of Sales and Marketing Oriflame Kazakhstan, Supervisor Reporting Philip Morris Kazakhstan.  She has an MBA from the University of Manchester Business School, and a Ph.D. from Bauman Moscow State Technical University.

 

Summary

Leading effectively in Japan requires a nuanced understanding of its unique cultural and social dynamics. Irina Menshikova, President of Amway Japan, emphasizes the importance of patience, trust-building, and adaptability in navigating the complexities of Japanese business culture.

One critical factor is understanding Japan's high-context, consensus-driven culture. Leaders must demonstrate compassion, transparency, and vulnerability while fostering collaboration. Building trust is central, achieved through consistent communication, acknowledgment of past challenges, and a sustained commitment to resolving issues. Japanese employees value leaders who listen and create safe spaces for dialogue and innovation.

Menshikova's approach included open dialogue sessions and one-on-one conversations, which allowed employees to voice their concerns and suggestions. Strategic workshops were used to empower middle management and facilitate proactive contributions. Casual lunches further fostered trust and allowed for informal yet strategic discussions.

Japanese teams often start with a lower baseline of optimism in assessments and engagement scores, reflecting cultural tendencies rather than dissatisfaction. Menshikova navigated this by focusing on incremental improvements and celebrating progress rather than making direct comparisons to other markets.

Her leadership style integrated Amway’s core values—freedom, hope, family, and reward—with the cultural specifics of Japan. By adapting global principles to local nuances, she rebuilt trust with employees and distributors. This included leveraging Japan’s detail-oriented execution strengths while introducing changes in a culturally sensitive manner.

For female leaders in Japan, Menshikova highlights the importance of building confidence, balancing priorities, and pursuing personal aspirations. Many women face societal expectations that limit their roles to family responsibilities. Educational programs and corporate support systems, such as flexible work policies and mentorship opportunities, can help women advance.

Menshikova’s advice to leaders entering Japan is to immerse themselves in the culture, learn the language, and actively listen to local teams. Trusting the Japanese approach and balancing global identity with local relevance is critical. Leaders should embrace a mindset of experimentation and adaptability while staying true to the mission of their organization.

Lastly, Menshikova underscores the value of self-care, including mindfulness and resilience-building practices, as essential for sustaining long-term leadership effectiveness.