I am a fourth-year university student who became interested in marketing strategies for fair trade after participating in an online  internship with an ethical clothing company in Cambodia when I was in second grade. One of my tasks was to create a pamphlet to foster sales of their fair trade T-shirts. Through this experience, I was surprised that there are significant discrepancies in the knowledge of fair trade in each country, and I believe that this may be understood through marketing analysis. My poster highlights why fair trade is still not widely practiced in Japan, and why the number of businesses engaged in fair trade operations is limited. I will compare Japan, which has a low fair trade consciousness, to the United Kingdom to see the differences in attitudes. My poster includes analysis of marketing strategies being used by companies in both Japan and England to practice fair trade and to increase consumer awareness.