Ask most foreign companies what their strategy is for entering Japan, and somewhere in the plan you’ll hear:
“Once we get in front of the buyer…”
But that’s where things usually break down.
You can have a beautiful brand, a proven product, and global success — and still walk out of the meeting with a polite smile and a firm no. Or worse, no follow-up at all.
The truth is: most Japanese buyers won’t tell you what they’re really thinking. But there are patterns — and once you understand them, everything changes.
It’s Not Just About the Product
Japanese buyers — whether they’re in department stores, high-end supermarkets, or hospitality — are evaluating much more than what you’re selling.
They’re asking themselves:
- Can this company be trusted?
- Are they serious about Japan, or just testing the waters?
- Will they still be here next year?
- Do I have to explain everything to them?
- Will this cause problems for me later?
And yes — they care about how it looks. Presentation matters here. But so does what’s behind it.
Hype Isn’t a Problem — Until It’s All You’ve Got
There’s this outdated belief that Japan only values modesty and tradition. Not true.
Limited-edition drops, TikTok trends, and global “it” brands absolutely get attention in Japan — sometimes faster than in other markets. But when buyers get involved, they’re looking for structure behind the hype.
They want to know:
- Can you deliver on time?
- Do you have someone local who can answer quickly?
- Will your staff show up on Day 1 looking sharp and speaking clearly?
Flash opens the door. What gets you in long-term is precision and trust.
What Trips Up Foreign Brands
A few common patterns we’ve seen:
- The pitch is too casual, too fast, or too vague.
- The materials look great, but the commercial terms aren’t clear.
- No Japanese speaker is involved in the follow-up.
- The company assumes interest = commitment — but that’s rarely the case.
It’s not that buyers don’t like your product. It’s that they don’t want to bet on something they can’t fully understand or control.
So What Do They Want?
They won’t say it directly — and they won’t fill out a checklist. But here’s what we know they respond to:
- A brand with clear identity and purpose, presented thoughtfully
- Professional materials, pricing that makes sense in Japan
- A local point of contact, even part-time
- A willingness to start small — pop-up, pilot, or limited order
- The sense that you’ll make them look good to their team or their customers
How We Support This Process
We don’t just introduce clients to buyers. We help prepare for the meetings that matter — and make sure you don’t walk in blind.
That means:
- Localizing your pitch and pricing so it lands
- Running product or in-store pilots
- Coaching your team on how to present in a Japanese setting
- Helping buyers feel that you’re serious, and you’re ready
Sometimes we’re in the room. Sometimes we’re behind the scenes. But we’re always working to make sure your brand feels like a good bet.
Final Thought
You won’t always get a second chance in Japan. So don’t just focus on getting in the door. Focus on what happens once you’re inside.