Besides managing Sony, Morita was active in building a cultural bridge between Japan and abroad as Vice Chairman of the Keidanren (Japan Federation of Economic Organizations) and as a member of the Japan-U.S. Economic Relations Group, better known as the "Wise Men's Group." He was instrumental in trying to ease trade frictions between Japan and the U.S., and through the publication of such literary works as Made in Japan, he became, "one of the most well-known Japanese in the U.S.