You got me curious and I had to check it out myself. It's both, actually. You measure kind of diagonally from the sole to the tip of the big toe. That length in cm is your shoe size. In this case, 250 it's 250cm so the shoe size is 250.
http://store.japan-zone.com/japanese-shoe-sizes-i-30.html
That's so simple. I have no idea how my european shoe size is calculated, haha.
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