This chapter considers how the issues related to sustainable development
are formulated and included in the European Union's (EU's) free trade
agreements (FTAs) and whether they reflect the aims of the parties in
setting norms for international trade. It investigates the EU's recent
FTA with Japan and explores whether the EU‐Japan Economic Partnership
Agreement (EPA) can be regarded as a norm setter on sustainable
development issues in the EU's future FTAs in Asia. The chapter presents
an overview of the EU‐Japan trade and investment flows, noting some of
the imbalances in the bilateral economic interaction related to the FTA
negotiations. The empirical part focuses on the findings from the
interviews as to the aims, challenges, business reflections, and
prospects for implementation of the EPA on sustainable development
issues. Finally, the chapter discusses the potential of the EU‐Japan EPA
to become a norm setter for the EU's future trade negotiations in Asia.