‍F&B Exporter: "When will we get the purchase order?"
Importer in Japan: "First, we need to confirm if our customers like it."

Does this sound familiar? For F&B exporters, this is a common response from importers in Japan.

Yes, your distributor pays the invoices, but it’s the local consumers who are the ultimate decision-makers and drive purchase orders.

To thrive in Japan, you must understand your importer’s customers and align with their needs.

Common Mistakes to Avoid:

• Waiting for distributors to figure out how your brand fits into the local market.
• Only contacting importers when you need something.
• Assuming your product is the only option in a competitive market.

What to Focus on Instead:

• Research the preferences and behaviors of your importer’s target customers.
• Understand your competition, including both established local brands and alternatives to your product.
• Build strong, trust-based relationships with importers by showing your commitment to addressing local needs.

In Japan, localization isn’t optional—it’s essential for your brand. Success depends on aligning your brand with cultural expectations, consumer habits, and market trends.

Are you ready to go beyond the purchase order and win over Japan’s discerning consumers? Focus on what drives their choices, and the results will follow.