Launch and Scale in Japan — With Experts Who’ve Done It Themselves

From wellness to supplements and innovation, we’ve created brands, launched products, opened retail, implemented e-commerce platforms, navigated regulation, and scaled operations across Japan. Now we give founders, operators, and investors the playbook we wish we had.

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Candid Advice.
Practical Strategy.
Built on Experience.

We don’t just tell you how to enter Japan — we help you evaluate your business’s potential, shape your strategy, and build the structure to make it real. Whether you’re launching for the first time or expanding what you’ve started, we guide you through every step — with the local expertise and experience to move fast, stay compliant, and execute with confidence.

We’ve launched regulated wellness brands, opened retail in Japan’s busiest airports and department stores, and built the systems that keep operations running. We know what it takes — because we’ve done it, and now we do it for others.

Go to case Studies

8

Retail and food service locations launched across Japan

50+

Wellness and supplement SKUs under various brands developed and launched

15+

Cross-border market entry projects supported

1st

Pioneered CBD in Japan and established retail presence in major department stores.

Your Team in Japan

Japan Startup Advisory was founded by Michael Bobrove and David Engebrand, the team behind HealthyTOKYO—Japan’s pioneering wellness brand with a national retail footprint. We now help global clients launch and grow in Japan, delivering proven success across strategy, execution, and operations.

“Michael has built multiple businesses in Japan. He’s at his best when translating vision into real-world results—across boardrooms, factory floors, or bureaucratic hurdles.”

Michael Bobrove

Founding Partner, Japan Startup Advisory｜ CEO, HealthyTOKYO ｜ Chairman, MAJIC

Michael Bobrove is a strategic leader and recognized expert on doing business in Japan, with over 40 years of on-the-ground experience building, scaling, and advising successful ventures across highly regulated industries. As Founder & CEO of HealthyTOKYO, he created one of Japan’s most respected wellness brands — establishing multi-location retail, in-house food manufacturing, and fully compliant product development under Japan’s strict legal frameworks.

He has led the creation of Japan’s first CBD offerings in major retail and airport locations, along with a broad range of wellness and supplement product lines. Michael has also directed branding, licensing, and intellectual property strategy across regulated categories, helping ensure product integrity and brand protection in the Japanese market.

Previously, he served as President of Nihon Medrad K.K. (Bayer Group), where he led transformative growth and integration, and as Corporate Strategy Lead at Nihon Schering K.K., overseeing licensing, product launches, and structural reform.

Fluent in Japanese and deeply familiar with the country’s cultural, regulatory, and commercial landscape, Michael has held senior executive roles in pharmaceuticals, medical devices, wellness, and consumer goods. He is a trusted advisor for international companies looking to enter, operate, and grow in one of the world’s most complex and competitive markets.

Michael has contributed to national policy through his work as a Board Member and Committee Chair at AMDD (American Medical Devices and Diagnostics Manufacturers Association), and was elected Vice President and Head of the Kansai Chapter of the American Chamber of Commerce in Japan (ACCJ). He also served as a Professor in the MBA program at Kwansei Gakuin University, teaching international business and marketing. Today, as Chairman of MAJIC (Manufacturers Association for Japan Industrial Cannabis), he works with industry leaders and government agencies to shape Japan’s evolving regulatory framework for industrial hemp and cannabinoid-based products.

Through Japan Startup Advisory, Michael offers high-level strategic guidance to startups, scale-ups, and global companies — helping them succeed in Japan with confidence, clarity, and precision.

  • Japan Market Strategy & Localization
  • Regulatory & Government Navigation
  • Business Structure, Licensing & Launch
  • Product & Brand Development
  • Retail, Wholesale & Channel Strategy
  • Operational & Organizational Design
  • Cross-Cultural Leadership & Hiring
  • Investor Readiness & Market Positioning
  • Build your go-to-market strategy for Japan from the ground up
  • Navigate Japan’s regulatory and business systems with confidence
  • Guide product development and launch in tightly controlled sectors
  • Design your local structure, team, and growth roadmap
  • Provide senior-level insight on governance, expansion, and execution
  • Founder & CEO, HealthyTOKYO – Built a nationally recognized wellness brand in Japan
  • President, Nihon Medrad (Bayer Group) – Led strategy, growth, and integration
  • Corporate Strategy Lead, Schering AG Japan – Directed licensing and structural reform
  • Chairman, MAJIC – Leading industrial hemp policy engagement in Japan
  • Board Member, AMDD – Contributed to medical device regulatory policy
  • Vice President, ACCJ – Headed the Kansai Chapter of the American Chamber of Commerce
  • Professor, Kwansei Gakuin MBA – Taught international business and marketing to future leaders

“Known for his structured thinking and hands-on leadership, David brings the calm and clarity needed to scale complex operations—especially when things are messy under the hood.”

David Engebrand

Founding Partner, Japan Startup Advisory ｜ Head of Operations, HealthyTOKYO ｜ Operations Architect & Japan Compliance Specialist

David Engebrand is a highly capable operations leader with nearly two decades of experience in Asia, including extensive time building and optimizing business operations in Japan. Fluent in Japanese, English, Korean, and Swedish, David brings a rare combination of cultural fluency, technical expertise, and disciplined execution.

As Head of Operations at HealthyTOKYO, David has built and led high-performing teams across multiple departments — from retail and kitchen staff to logistics, HR, and compliance. He has designed and implemented the operational infrastructure behind one of Japan’s most respected wellness brands, including ERP, POS, and inventory systems; multi-location retail expansion; and regulatory compliance across food and supplement categories.

His experience includes overseeing the production and compliant launch of wellness and functional supplements, including CBD products, under Japan’s strict regulatory frameworks. He also manages end-to-end import operations, including customs clearance, warehousing, and documentation — ensuring global products meet Japanese standards.

His extensive background in HR, hiring, and team development enables him to build scalable, culturally aligned organizations from the ground up. At Japan Startup Advisory, David helps startups, scale-ups, and global brands turn strategy into operational excellence — with the people, systems, and execution capabilities needed to thrive in Japan.

David began his career in the Swedish Army, serving as a crew member in an armored command vehicle within a forward operations unit that supported frontline leadership and communications. That foundation of precision and accountability has shaped his practical, team-oriented approach to leadership.

  • Operational Strategy & Execution in Japan
  • ERP, POS & Logistics System Design
  • Supplement Operations & IP/Regulatory Compliance
  • Import Logistics & Regulatory Documentation
  • Retail, Food Service & Consumer-Facing Operations
  • HR Management, Hiring & Training Programs
  • B2B and Wholesale Sales Operations
  • Cross-Functional Leadership (IT, Production, Sales)
  • Localization & Process Scaling
  • Design and implement Japan-ready operations, logistics, and HR systems
  • Localize and launch your brand across physical and digital channels
  • Navigate import, supplement compliance, and food safety documentation
  • Build and manage culturally aligned, high-performing teams
  • Act as your on-the-ground execution partner for consistent results
  • Translate strategy into scalable, efficient business infrastructure
  • Support your team with product registration, labeling, and intellectual property coordination in Japan
  • Head of Operations, HealthyTOKYO – Established and scaled a retail and food service chain across Tokyo and Sapporo
  • Built ERP, POS, inventory, logistics, and compliance systems across the organization
  • Managed development and launch of functional foods and supplements, including CBD
  • Oversaw import operations and compliance for food and supplement categories
  • Led sampling campaigns in department stores and airports nationwide
  • Recruited, trained, and managed teams across retail, kitchen, logistics, and HR
  • Built company-wide HR infrastructure, policies, and team development programs
  • Completed military service in the Swedish Army – crew member in an armored command vehicle supporting frontline leadership and communications

Launching, Building, and Scaling in Japan

We help startups, scale-ups, and global brands launch and grow in Japan from market entry to full-scale operations.

1. Custom Advisory Projects

  • Executive-level strategic guidance for founders or management teams
  • Interim operational leadership and local execution support
  • Business restructuring, transition, or turnaround support
  • Cross-border partner and stakeholder negotiation
  • Specialized market or product assessments
  • Guidance on brand protection and intellectual property considerations for market entry

2. Brand & Product Development

  • Brand creation and packaging strategy
  • Customer experience and localized messaging
  • Product formulation and ingredient sourcing
  • Identification and coordination of contract manufacturers
  • Development of compliant, scalable food and supplement product lines
  • Coordination of intellectual property registration, trademarks, and licensing strategy

3. Retail & Operational Expansion

  • Launch and growth of multi-location retail and consumer outlets
  • Team recruitment, onboarding, and training strategy
  • ERP, POS, inventory, and logistics system design
  • Operational documentation and compliance systems

4. Market Entry & Launch Strategy

  • Product localization and positioning for Japan
  • Regulatory guidance and licensing support
  • Legal entity setup and structural design
  • Go-to-market planning and execution
  • Import coordination and export readiness