The art of exchanging business cards is definitely one of the intricacies of Japanese business etiquette that I had no way of knowing about when I first arrived in the country. Here are some important points for the uninitiated:

• Always have a business card on you
• Keep them in a carrying case, not your wallet
• Have double-sided English/Japanese cards
• Make sure they’re clean
• Always stand up when exchanging cards
• Hold it in both hands with the Japanese side up
• When you bow (yes, you must) make sure to actually lower your head 
• When exchanging with a group make sure everyone gets one individually
• Accept cards with both hands and make sure to inspect the card like it’s the most interesting novel you’ve ever read, examining both sides
• Even if you can’t read Japanese, inspect the Japanese side as though you can
• When you sit down neatly and orthographically line up each card on the table in front of you next to your notebook and pens
• Never put the cards in your pocket or your wallet
• In fact don’t even bother putting the cards away until the end of the meeting
• When you do, make sure they’re neatly put away in your business card specific case (get one of these) 

If this seems excessively particular, well, that’s because it is. That’s sort of the definition of formality – a rigorous and methodical observance of a set of rules. As an American, and I think most Americans would agree, any amount of formality instantly feels like “too much”. But I think that has to do with how extravagantly casual Americans can be when it comes to really any kind of relationship. I don’t think this is in the end even a matter of spectrum, because that suggests that there’s some better middle way. I think it’s sufficient to say that there’s just more than one way. So if you plan on working in Japan, study the etiquette. It helps.