Building Better Policy
Public affairs in Japan is undergoing rapid transformation, moving from a behind-the-scenes function to a strategic driver of competitiveness. Gemini Group, founded by Kelly and Mickey Langley, represents a new approach that is values driven, culturally fluent, and digitally empowered.
A conversation with Gemini Group on the future of public affairs in Japan.
From left: Kelly and Mickey Langley
Public affairs in Japan is undergoing rapid transformation, moving from a behind-the-scenes function to a strategic driver of competitiveness. Geopolitical volatility, accelerating technology, and stricter demands for smarter, more responsive governance are reshaping how companies and government interact.
Gemini Group, founded by Kelly and Mickey Langley, represents a new approach that is values driven, culturally fluent, and digitally empowered. The ACCJ Journal sat down with the brothers to discuss their philosophy and the evolving landscape.
You describe yourselves as “values driven.” What does that look like in practice?
Kelly: A lot of companies chase volume and seek to represent everyone, even when conflicts of interest arise. That erodes trust, so we’re taking a different path. We choose to be missionaries, not mercenaries, working only with clients whose issues align with our values so we can advocate with integrity. Policymakers know our message is principled.
Mickey: We see public affairs as a force for good. Our goal is to make policy more effective and strengthen Japan’s global competitiveness by combining a structured methodology with real-time insights and global best practices to deliver timely and constructive input into political discourse.
How does Gemini Group bring a new approach to public affairs in Japan?
Kelly: The sector is surprisingly still emergent, at least in comparison to most developed Western markets, and expectations are shifting quickly. Technology, transparency, and geopolitical pressure are reshaping the environment. Public affairs is becoming a core strategic function, and our model reflects that reality. We combine cultural fluency with modern systems to respond adaptively with greater clarity,
accuracy, and speed.
Mickey: Growing up half-American and half-Japanese has made us natural bridges between East and West. In fact, we’re the only Japanese American-owned and managed public affairs company in Japan. We have a unique vantage point to convey the intricacies of Japan and its political system to international organizations. We also understand the speed at which international companies operate and can support them to align with the rhythm, nuance, and expectations of the Japanese government.
How does being digital natives help?
Mickey: Technology isn’t an add-on for us; it’s foundational. We use data, automation, and artificial intelligence to create real-time situational awareness, streamline research, and ensure our clients are never caught off guard. Public affairs today moves fast. Our proprietary tools help us move faster and focus on what matters most: building human relationships.
Kelly: Tech is built into our operating model. It enables us to be more rigorous in our analysis and more responsive to the rapidly changing political environment. Our guiding principle is to make the complex simple, so our clients gain clarity at a time when information moves in seconds, not weeks. This gives us a competitive advantage, both for our clients and within Japan’s broader policy ecosystem.
How do you see your broader mission?
Kelly: Japan faces defining challenges: population decline, energy transition, digital modernization, global competition. We want to support smarter policy and stronger collaboration among government, industry, academia, and civil society to help meet those challenges.
Mickey: We genuinely care about Japan’s future. We were raised between two cultures and two political systems. When we help global companies engage effectively with Japan, we’re advancing something bigger than any single project or campaign—we’re contributing to better policymaking and a stronger Japan.
Learn more: geminigr.com • contact@geminigr.com