This paper concerns English-medium instruction (EMI) and beginswith an overview of issues relating to EMI initiatives in higher education as documented in the literature. Following this, the case of a Japanese university's attempt to introduce EMI into the curriculum of a newly setup liberal arts faculty is discussed. Conclusions about challenges that can follow policy initiatives to introduce EMI are drawn from this discussion. Outcomes and implications of different ways of understanding and/or conceptualizing the role of English in higher education and EMI are examined critically. The issues surfaced have implications for EMI policy making and implementation, bearing in mind the negotiations that need to take place given the workings of opposing forces: (1) those which reify homogenizing discourses about language, power and education; versus (2) those which accommodate the contextually particularized aspects of teaching and learning and the characteristically heterogeneous and intersectional nature of teacher and learner subjectivities. c 2019 John Wiley & Sons Ltd wileyonlinelibrary.com/journal/weng World Englishes 2020;39:334-347. TOH 335concerned. The thick description provided in the book attests to the fact that EMI initiatives in situations where English has traditionally not been the medium of classroom instruction cannot be treated reductively and, still less, directorially, but must be considered as reflexive matters that concern: (1) the confluences of language, knowledge, meaning making and the negotiated nature of disciplinarity; as well as (2) the cultural-politics of language and ideology germane to the very locality and intersectionality of the particular initiative. The issues examined will have implications for EMI policy making, conceptualization and implementation, bearing in mind the sorts of negotiations that have to take place given the workings of opposing ideological forces: (1) those which reify homogenizing discourses about language, power and education; versus (2) those which accommodate the contextually particularized aspects of teaching and learning and the characteristically heterogeneous and intersectional nature of teacher and learner subjectivities.