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03 - The right strategy for Japan

Entering Japan requires more than a good product - it demands the right strategy - A tailored roadmap for market entry


With over 30 years of experience in Japan-related business, we help companies develop clear, actionable market entry strategies built on local insight, industry understanding and real-world execution experience.

Whether you are starting from zero or need to refine an existing approach, we’ll help you avoid common pitfalls and build a roadmap tailored to your goals, product, and resources.

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Why strategy matters in Japan

Japan is a highly structured, competitive, and culturally nuanced market. Approaches that succeed in Europe or the U.S. often fail in Japan—not because of the product, but because of mis-aligned strategies.

A successful Japan strategy requires:

  • Deep understanding of how business is done in Japan

  • Realistic expectations around timelines and relationship-building

  • Clear positioning of your brand and product in a dense competitive environment

  • A methodical approach to selecting the right partners, channels, and customers

What our strategic advisory covers

  • Target market selection: where to start, and which segment to focus on first

  • Product positioning and messaging: how your product should be perceived in Japan

  • Sales and distribution models: direct vs. indirect, trading companies vs. agents

  • Partner criteria and search strategy: who to approach and how

  • Pricing and value proposition alignment

  • Suggested exhibitions, media, and marketing approaches

  • Timeline planning and risk mitigation

All strategy recommendations are grounded in market reality, not generic theory. My support is personalized, senior-level, and independent.

Who this is for

  • Exporters preparing for their first entry into the Japanese market

  • Companies that want to pivot or re-approach Japan after limited success

  • Senior managers looking for a second opinion on partner selection, entry timing, or sales methods

  • Brands preparing for trade shows, distributor talks, or local campaigns

Why work with us?


  • 30+ years of real-world experience with business in and with Japan

  • Cross-industry expertise in building materials, food, furniture, industrial goods, and more

  • First-hand experience as a diplomat, advisor, and business executive

  • Deep cultural knowledge and business fluency in Japanese and English

  • An extensive cross-border network of contacts, buyers, agents, and partners


You won’t get theoretical reports. You’ll get honest, field-tested strategic guidance you can act on.

The process

  1. Initial consultation to assess your current approach or starting point

  2. Analysis of your product and objectives

  3. Tailored strategic roadmap: including partner suggestions, next steps, and timeline

  4. Optional: execution support, partner outreach, or trade show planning

Let's build your Japan strategy together

Before you commit budget, time, or product inventory to Japan, make sure your strategy is right. Let’s define a plan that fits your business and the Japanese 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

Price: Ask for a quotation

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