Although Joe's place of origin is Japan, he spent the majority of his time in Thailand, where he trained in the art of Muay Thai. When Joe left Japan to travel abroad, that headband was given to him by his grandmother, so that no matter where he went, he would never forget his homeland. It was through his victories that he earned the nickname "Hurricane Upper" Joe Higashi. He seems to have a running gag of sorts where his legend is "just beginning" in his endings throughout the series.

After Joe earned his title as the Muay Thai champion, he heads to South Town to prove himself in the King of Fighters tournament. On his way, he spots Andy and Terry Bogard, who were on the hunt for their father's killer, Geese Howard. As soon as he informs them that Geese is hosting the tournament, they became steadfast companions. In the tournament, he met with a bitter Hwa Jai and was able to defeat him. After this, they eventually became friends and rivals back in Thailand.

At first, Joe was a stoic man who lived for fighting and training. As time passed, he became a pretty goofy man who self-proclaims himself to be a genius with mostly everything, likely with how hard he's worked for his championships.

He doesn't take battles as seriously as the Bogards, but he loves to fight. If Joe could, he would fight every fighter he sees with a love for the spotlight and the glory of victory. Yet despite his rowdy traits, he's likely known to be a close-friend of both the Bogard brothers and to those who know him personally, though he specifically has Billy's personal ire due to Joe's interest in his sister, Lilly.

(Source: SNK Wiki)