Building Empowering Workplaces in Japan
Authored by Matt Cameron
In Conversation with Mashiro Matsuura from Amova Asset Management
Conversations about inclusion in the workplace are evolving - shaped by culture, history, and the realities of working in complex, global organisations. For Amova Asset Management, that journey has been defined by long‑term commitment, visible allyship, and a belief that empowering workplaces are not only possible, but essential.
In this exclusive interview with Mashiro Matsuura, we explore what it means to build an empowering workplace for LGBTQ+ talent in Japan, why Amova Asset Management partners with LGBT Great, and how showing up plays a critical role in creating environments where everyone can thrive.
Why empowering workplaces matter
LGBT Great: Mashiro, why is building an empowering workplace so important - particularly in Japan?
Mashiro: I think it takes more than policies or statements to build an empowering workplace. It is about creating an environment in which people feel safe to be themselves, contribute fully and grow without fear of being excluded or overlooked.
In many parts of Japan and Asia, conversations around inclusion and belonging can still be sensitive. People may hesitate to speak openly due to social norms and legal frameworks that are different from those of the West. This makes empowerment all the more important. When organisations take a clear, values‑led approach, they send a powerful signal to the employees that they belong.
For us at Amova, empowerment means listening, learning, and acting. We do not assume one global model fits every local context, and we try to be intentional about how inclusion is implemented in each region.
Ally-led leadership as a responsibility
LGBT Great: We have talked a lot about showing up for others. What does allyship mean to you in practice?
Mashiro: Being an ally starts with recognising that people experience the same workplace in different ways. We may not all share the lived experience of LGBTQ+ colleagues, but we do have a responsibility to show up and make them feel that they belong.
In practice, allyship means speaking up when it matters, educating ourselves and using whatever influence we have to create safer, more welcoming spaces. It also means being open to feedback and acknowledging that allyship is a journey, not a destination.
In Japan, where conversations around DEI are still developing at many companies, visible allyship can be a powerful way to signal inclusion. When leaders and colleagues show support openly, it gives others permission to engage, ask questions, and feel less alone.
Why Amova Asset Management shows up - beyond compliance
LGBT Great: Amova Asset Management was awarded "Gold", the highest rating in the PRIDE Index 2025, for the seventh consecutive year, and also obtained the Rainbow certification for the second year running. The PRIDE Index is administered by "work with Pride", a non-profit organisation that helps companies and other organisations adopt and promote LGBTQ-related diversity management initiatives in Japan. What sits behind that consistency?
Mashiro: Achieving Gold in the PRIDE Index is a result of years of sustained commitment rather than a single initiative. At Amova, this involved developing clear policies, cultivating visible leadership support, supporting active employee resource groups, and a setting up a global ally network that embeds inclusion into everyday culture. Importantly, our Gold rating and Rainbow certification also recognise collaboration beyond our organisation, showing that significant progress comes through partnership and collective impact.
The achievement of the Gold rating is recognition that it is possible to drive meaningful inclusion, when organisations are willing to lead with intent and humility.
Our firm has endorsed initiatives such as Business for Marriage Equality and the American Chamber of Commerce in Japan’s (ACCJ) Viewpoint on Marriage Equality. This visibility reflects strong commitment from leadership. It is not just the work of an ERG, belonging is anchored in the firm’s culture, with a clear focus on ensuring everyone feels valued.
Why LGBT Great matters to Amova Asset Management
LGBT Great: Why was it important for Amova Asset Management to be a member of LGBT Great?
Mashiro: LGBT Great brings a wealth of expertise in implementing DEI in the investment management industry, which is what really matters to us. Their understanding of our sector, combined with broader strategic knowledge has helped us to explore bigger questions about leadership, belonging and long‑term impact, not just individual initiatives.
Those conversations are supported by practical insights, and research that we can take away and use internally. They go beyond generic guidance to provide thoughtful perspectives that are relevant to our context.
Progress is not always visible, and it is not always easy. Having a strategic partner who understands this nuance and supports us consistently, makes a real difference.
Working with LGBT Great also makes us feel part of something bigger. It connects our efforts to a wider community and shared purpose, reminding us that the work we are doing locally sits within a broader movement to create workplaces where people can truly feel seen, heard and valued.
Regionalising inclusion – how to lead inclusion to work well
LGBT Great: What has your experience taught you about inclusion and belonging?
Mashiro: By working across different regions, we have learned that inclusion is never one‑size‑fits‑all. Even with shared values at a firm level, what inclusion looks like in practice depends heavily on local culture and context. Listening carefully and adapting is far more important than trying to apply the same approach everywhere.
From our experience, we know that inclusion is most effective when it is led locally. At the same time, the need for respect and belonging is universal. When people feel seen and valued at work, it has a real impact on how they contribute.
Looking ahead
LGBT Great: Finally, what does progress look like from here for you and Amova Asset Management?
Mashiro: For me, progress means staying closely connected. It involves continuing to engage regularly, listening carefully and drawing on insight and advice that informs both everyday decisions and the bigger questions we face as an organisation.
It’s about strengthening partnerships, supporting our colleagues and ensuring that inclusion remains an active part of our culture, not something peripheral or addressed only from time to time. This work needs consistency, reflection and a willingness to keep learning.
Ultimately, an inclusive workplace benefits everyone, clients and employees alike. When people feel able to be themselves at work, organisations become stronger, more innovative and more resilient. This is the future we are working towards.
About Amova Asset Management
Amova Asset Management is a global asset manager founded and headquartered in Japan. Our over 200 * investment professionals manage a wide range of strategies, with USD 274.3 billion** in assets under management. Shaping a brighter future with our stakeholders through progressive investment solutions, we are a proud member of Sumitomo Mitsui Trust Group.
* Including employees of Amova Asset Management and its subsidiaries. **Consolidated assets under management and sub -advisory of Amova Asset Management and its subsidiaries. Except where otherwise noted, the information is as of 3 1December 2025.
About LGBT Great
LGBT Great is an award-winning global B2B platform. We bring organisations together to spark new possibilities and help LGBTQ+ people, their colleagues and communities to feel seen, valued and part of something bigger at work. Because when your people prosper, everyone thrives.