Reminds me of a German book named "Fettnäpfchenführer Japan: Die Axt im Chrysanthemenwald", loosely (and rather literally) translated it's something along the line of "Putting your foot into your mouth-Guide Japan: To act like a brute". It follows the fictional character Mr. Hoffmann, a German "salaryman", who goes to Japan without any prior knowledge. The book is supposed to be a guide into all the - for westerners - weird and confusing customs of Japanese culture. You know, like to not wear shoes inside a house, present giving out of respect, slurping noodles in public, how to behave around your seniors, how to talk to elders and how to kids, hierarchical stuff where to sit in an office and so on. The problem with the book, though, is this:
It's incredibly stereotypical. Hoffmann is the embodiment of every stereotype of an idiot, ignorant white man from the west, embarassing himself whenever he can. All of this is an attempt at giving the fictional situations a way of "teaching" you, the reader, what not to do. But it's over the top, very cringeworthy and heavily unrealistic, because Hoffmann is behaving like an idiot throughout, the character is unlikable and has no merits, no positive attributes at all.

This show is basically the filmed version of the book in very different situations. May, however, isn't an idiot like Hoffmann in this. At least. Even if it seems like he is deliberately setup in situations to be embarassed. But or because of that, he is very often - if not most of the times - very condescending, narrow-minded, cynical and incredibly judgemental and very rude to most of his guides and their culture to their face. I am sure, when they filmed it, they told their guides in some way, that they'd make some fun but in the cut version that you see these scenes do not paint a constructive, positive and respectful picture at all.
The moments where May is more behaving like a respectful adult are when he is in his own element, so cars or food basically. The most shallow ways to go about this, I'd say. These things get not a lot of screen time, though. Surprising in terms of food. But they seem to be the only things May has visible interest in. Even if that literally means showing scenes of him doing some gymnastics in a factory where they aren't allowed to film anything else of interest. Where I was wondering why'd they put that into this show at all then? Wasted time.

Now, I hear May fans say "you didn't get his humour then". Yes, that is another thing, add in British humour to this mix and you get an a-hole of a host. Not that British humour tends to be that way, but in combination with his behaviour you do in this particular show. I am not sure if May has any interest of doing this or if it is simply his twisted dry British humour that comes off as like he just doesn't give a damn. Either way, May is highly unlikable in this. So much so, that I assume you need to be a James May fan to be entertained by him as a host. Saying people disliking this do not get his humour are supporting that claim (look at the reviews on Amazon to see these kind of deflective responses).

Maid Cafe scene is a great example. You could argue, that Maid Cafes are an over sexualization of maids and a cafe is cashing in on that fantasy. I can see where this argument is coming from, yes. But the Cafe in on itself isn't sexualized. If you've seen videos of Maid Cafes on YouTube you know they are cringeworthy but nowhere near sexual at all. If you make this a sexual thing, that is on you.
Maid Cafes and all sorts of these are an experience, often cringeworthy at worst, I might add. May, on the other hand, is the best version of his narrow-minded, judgemental character he can be in this particular scene. Flat out disrespectful. If he doesn't like it, or simply doesn't want to do it, that is fine. To each their own. But this show is about the Japanese culture, and Maid Cafes - to some extent (keyword "Cosplay" as his guide brings up) - are a part of it in a way.

This is yet another scene making me think, why did they cut this in? Is it supposed to be funny, how May tries to escape his guides to not be in this type of Cafe? The issue here is, it uselessly stigmatizes the whole thing, not just Maid Cafes, but also Cosplay even more and undermines the show's intent on bringing you closer to the modern Japan and making May "truly understand the Land of the Rising Sun". There's no critical exchange about it. Just "it's sexual and gross" - Cut. Next scene. There's no open mindness, no understanding in this, no reasoning, no critical contemplation. Again, why then put this in this particular show?
If this is the desired show's morale, the off-scene of the statue with a sword on his waist that May says looks like a penis (it doesn't, imo) while hysterically laughing is the other side to this but equally questionable why that was put in. To show that May isn't as bad of a character he comes off as otherwise?
There are scenes that are funny and do work, but they are rare ("Bim" is one of the best ones in this).

The filming and locations overall are great but at times oddly chosen (snowball fight teams?). The host is awful. The guides are well chosen. The concept doesn't work in it's cut version at all and feels like a rag rug of scenese with a Japanese backdrop. Seems like the people involved didn't really know what to do with this show either. At best you get a few glimpes here and there into Japanese culture, but it's always only superficial and often done to be made fun of.
What's this show really about? Cashing in on some of that juicy Amazon money?