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04 - Search partners & distributors in Japan

Partner & distributor search in Japan, find the right business allies


In Japan, success often depends on the strength of your local partners. Finding the right distributor, agent, importer, or trading company is one of the most critical steps when entering the Japanese market. It’s also one of the most challenging, especially without local knowledge, contacts and language fluency.

With over 30 years of experience in Japan-related business, we help foreign companies identify, evaluate, and connect with reliable Japanese partners that align with their product, brand, and market goals.

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Why partner selection matters


Japan’s business landscape is built on long-term relationships, trust, and mutual commitment. Choosing the wrong partner can delay your market entry, damage your reputation, or result in lost time and revenue.


The right partner, on the other hand, can:

  • guide you through local compliance and customs

  • strengthen your brand credibility

  • provide access to retail, B2B, or e-commerce sales channels

  • act as a long-term ally in building your Japan footprint


But finding them requires more than Google searches and trade show walk-ins. It requires knowledge of who’s behind the scenes, how Japanese companies make decisions, and what truly motivates them to partner. Japan Trade Advisor would be very happy to assist you on finding the right setup for the Japanese market, including being part of the long-term setup ourselves.

What’s included in the partner search service


  • identification of suitable partner profiles based on your product, pricing, and goals

  • shortlisting of Japanese companies that meet key criteria

  • outreach and initial communication in Japanese (on your behalf)

  • preparation of Japanese-language materials to support engagement (translation might be outsourced depending on volume)

  • cultural and strategic guidance on how to approach, pitch, and negotiate

  • optional: support with Zoom meetings and follow-up communication


My service is focused on quality over quantity. The goal is not to give you a long list—it’s to help you build real connections with companies that are ready to do business.

Who this is for


  • companies ready to start selling in Japan and in need of a local distributor or importer

  • brands planning to exhibit at Japanese trade shows and seeking qualified meetings

  • businesses with previous failed partnerships looking to reboot with better guidance

  • export managers looking for a neutral, experienced third-party to handle outreach

Why work with us


  • 30+ years of Japan market experience, including distributor development and evaluation

  • a strong network across multiple industries including building materials, food, daily goods, and industrial equipment

  • fluent communication in Japanese and English

  • practical experience in both European and Japanese business styles

  • a reputation for honest, clear, and strategic advice

The process


  1. initial consultation to understand your product and goals

  2. market and channel review to determine the ideal partner type

  3. partner identification and shortlisting

  4. initial outreach and communication with potential partner companies

Let’s find your ideal partner in Japan


Don’t waste time chasing the wrong leads. Let’s find and connect you with Japanese companies that truly understand your product and can help you succeed in the market.

Want to learn more about Japan, & doing business in Japan?

Dont forget to check up on our blog, "Looking into the Japanese mind".This blog is about Japanese business culture, its about Japanese business norms and practices, its a too for you to understand how Japanese think when they do business with you.You will find our blog on the following page:Inside the Japanese mind

Please ask for a quotation

Japan business advisor advising mainly on import and export between Japanese and non-Japanese companies.
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