Japan Entry Guide
The Japan B2B entry guide.
Six questions every foreign company asks before selling in Japan, answered in three lines each.
QUESTION 01
Is Japan worth it?
- Japan is the world’s fourth-largest economy, with deep B2B purchasing power.
- Japanese companies change vendors slowly. The first contract is hard; renewals are long.
- Foreign competition is thin in most B2B categories, because entry is slow work, not because demand is low.
QUESTION 02
How do Japanese companies buy?
- Decisions move through several people: staff, manager, department head, then a written approval (ringi).
- Buyers expect detail early and a same-day reply in Japanese.
- Trust comes from local presence and introductions, not from a cold email in English.
QUESTION 03
Distributor, direct, or a team on the ground?
- A distributor gives reach but less control over price and the customer.
- Hiring your own team gives control, but takes 6–12 months and an entity.
- A local sales team lets you prove demand first, then choose.
| Compare | Distributor | Direct hire | Sales Builder |
|---|---|---|---|
| Time to start | 3–6 months to sign | 6–12 months to hire | Weeks |
| Price & customer control | Low | High | High — you keep both |
| Same-day Japanese follow-up | Depends on partner | Yes, once hired | Yes, from day one |
| Fixed cost | Low (margin share) | High (salary, entity) | Monthly retainer |
QUESTION 04
Which trade show, and how to work it?
- Trade shows are still where many Japanese B2B relationships start.
- Pick the show your buyers walk, not the biggest one.
- The work is before and after the show: PR in advance, follow-up the same week.
QUESTION 05
How do we staff sales without an entity?
- A Japanese sales lead is one of the hardest roles to hire, often 6–12 months.
- An outsourced team can sell as your reps, under your name and price.
- You keep the customer and the CRM, and can hire later with proof in hand.
QUESTION 06
What does it cost, and how long until the first deal?
- Typical shape: a setup fee, a monthly retainer, and an optional per-meeting fee for trade shows.
- Strategy and setup take about two weeks; outreach starts right after.
- Deal timing depends on your category; regulated categories like medical devices take longer.
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