East West Interface (EWI) is built upon Managing Director Sarah Parsons’ International experience and her roots in the heart of England. After leaving her hometown, a mining community in Nottinghamshire, Sarah studied German and Business at the University of Warwick and she spent a year in Dresden, Germany in 1992 experiencing the cultural, business and societal changes taking place after reunification.


​After graduation, she spent three years in Japan teaching within a rural community in Gunma prefecture after which she spent three more years working for the Japan Local Government Centre in London. She then moved back to the Midlands to start a family and trained to be a teacher. Building upon her in-depth knowledge and experience of how different cultures affect business communications, Sarah founded East West Interface (formerly Japan in Perspective), which is currently based in the agricultural county of Lincolnshire.

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A memorial to Bentinck colliery, Nottinghamshire.

Sarah has good links with regional and European business groups and has sat on various business-related panels. She has also delivered cross-cultural training in Europe using her German language and knowledge of how different cultures affect business communications.

east west interface sarah parsons history

Kagami biraki ceremony at the House of Lords with 

Roger Godsiff MP, JETAA UK Chair Sarah Parsons, 

Baroness D’Souza and Ambassador Tsuruoka

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Sarah and her children with Ambassador Tsuruoka receiving her Commendation Award. Photo courtesy of the Embassy of Japan in the UK.


Sarah enjoys a high level of trust within the UK Japan community, having been invited to be a Trustee to the Japan Society of the UK and a Committee Member at the Embassy of Japan for the UK Japan Season of Culture leading up to the 2020 Olympics. She spent 5 years as UK Chair of the Japan Exchange and Teaching Alumni Association (JETAA), engaging closely with the Japanese Government and speaking at key events at the Houses of Parliament, the Embassy of Japan in London and Asia House. She has also met key figures including the Emperor and Empress of Japan, Princess Takamado and the Prime Minister’s wife, Akie Abe. Sarah recently received a ‘Commendation from the Japanese Ambassador to the UK’ award for her contribution to Japan UK links. (See Blog for more information)


Sarah is a Senior Teaching Fellow at SOAS, University of London and was a University Teacher in the School of East Asian Studies at the University of Sheffield. She lectures on the Business and Economy of Japan and Korea, Working with Chinese Firms, Finance in Japan & Korea, Cross-cultural Negotiations and Work and Organisation in East Asia. She also supports International Students understand cross-cultural communications.

Sarah has also been a guest lecturer at:     

  • The University of Warwick

  • Cranfield University

  • Leeds University

  • Nottingham Trent University

  • The University of Lincoln

  • Stockholm Business School. 

She is currently conducting research into the impact of culture on the gender roles within International Business. This research is directly implemented into EWI's corporate packages for globalising companies, so they can navigate the cultural differences that can be barriers to gender diversity. It also forms the basis of EWI's academic courses on Gender in Business.


Sarah lives in rural Lincolnshire with her two children, her cat called Mittens, Belgian Malinois called Athena and 3 chickens! Sarah is a keen musician-she plays the piano and also is a semi-professional orchestral bassoonist in Lincolnshire and Yorkshire. She and her daughter are working towards their black-belt in kickboxing and recently won their first medal in the Pro Martial Arts Schools Kickboxing Championships. Sarah is currently studying Russian and Chinese with her son.

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Sarah receiving her first kickboxing medal with her daughter, Grace