Meet the lesser-known niche players thriving in the shadow of the country’s big brands  Think of Japanese companies and chances are giants such as Sony, Hitachi and Mitsubishi come to mind. You probably don't think of Shima Seiki - a maker of automated knitting machines, Descente, which owns licences to use brands such as Le Coq Sportif and Umbro, or Shoei, a maker of handmade motorcycle helmets. But these kinds of companies are the beating heart of its economy. Japan’s three and a half million small and medium-sized businesses (SMEs) employ about seven in 10 private sector workers. These firms are sometimes overlooked by investors in Japan, but not by Praveen Kumar, manager of Baillie Gifford Shin Nippon, who explains why they provide ample opportunities for growth investors.  Praveen Kumar is manager of the Baillie Gifford Shin Nippon and Baillie Gifford Japan Trust. You can read more about his and his colleagues’ thoughts about the positive outlook for Japan’s most inventive and disruptive companies at our Japan Forum: Steering through rough seas. (https://www.bailliegifford.com/en/uk/individual-investors/insights/ic-article/2023-q1-steering-through-rough-seas-10017604/) For the thoughts of his colleague Donald Farquharson, Head of Japanese Equities, on the country’s post-Covid return to normality, go to Investing in Japan: Distance lends perspective (https://www.bailliegifford.com/en/uk/individual-investors/insights/ic-article/2022-q4-investing-in-japan-10017089/). And to find out more about how Praveen and his team get to hear about exciting SMEs, watch Investing in Japan: Insights with our Japan researchers.  (https://www.bailliegifford.com/en/uk/individual-investors/insights/ic-video/2023-q1-unlocking-japan-10017184/)