When we first started doing business in Japan, we underestimated how long things would take, and how much they would cost.
We’ve since learned that Japan isn’t difficult, it’s different.
It’s a market that demands patience, trust, and commitment. Success here takes twice the time, and three times the money you initially expect.
What We’ve Seen
We’ve worked with companies that assumed they would move quickly in Japan.
They thought a six-month rollout was reasonable. It took eighteen.
They budgeted a million. It cost closer to three.
We’ve been through this ourselves.
We’ve seen good strategies stall simply because the company misjudged the speed and investment required.
Here is an article covering Apple Pay’s first five years in Japan — a great reminder that even global tech leaders face delays here.
Why It Happens in Japan
- Decision Making Layers: More people are involved in approvals than foreign companies expect.
- Due Diligence Takes Time: Partners want trust and consistency.
- Unexpected Hurdles Appear: Store deposits, product registration, and more.
- Recognition Takes Time: Even strong products need awareness-building.
- Half Measures Fail: Japan requires full commitment.
It’s Not Just Slow, It’s High Stakes
You rarely get a second chance. Rushing or misjudging the market can damage your brand permanently.
Why It’s Still Worth It
- Loyal customers stay for years
- Partners commit long-term
- A strong Japan reputation enhances credibility across Asia
How We Approach It
At Japan Startup Advisory, we tell clients the truth about Japan’s timeline and budget realities.
- Plan for twice the time
- Budget for three times the money
- Pace expectations
- Build trust and meaningful partnerships
We’ve made these mistakes ourselves. We help our clients avoid them.
If you’re ready to invest in Japan, really invest, the market will often reward you.
But if you treat Japan like a quick win, it will almost always become an expensive lesson.