Know Your Clients

Successful business comes with good preparation. Knowing the specifics of the Japanese market is vital for any project to succeed. The unique customs of the country makes it difficult to understand, but the results can be very rewarding. The same goes for Japanese customers. Japan’s tastes and habits can be very different from those of the Western world; it is therefore essential to adapt one’s model in order to achieve a thriving business and a healthy relationship with the locals.

Picture: Osaka
Copyright: Pixabay, free of use

If you are targeting a Japanese company, it is essential to have a thorough understanding of the business model so that you can adapt your approach accordingly.
Consumption and Shopping Behaviours
Traditionally, Japanese consumers have tended to be rather loyal toward brands and to value quality over mass consumption. This is especially true for older consumers in a rapidly ageing population.
Differences among Generations
Japan’s shrinking population means that the market is currently seeing its number of potential consumers steadily diminishing, but it is not to be forgotten that the purchasing power and behaviour of consumers is also of prime importance.
Subscribe to
our newsletters

The EU-Japan Centre currently produces 5 newsletters :

  • EU-Japan NEWS - our flagship newsletter covering the Centre's support services, information about EU (or Member States) - Japan cooperation
  • Japanese Industry and Policy News
  • “About Japan” e-News (Only available for EU companies / EU organisations)
  • Japan Tax and Public Procurement Weekly Tender Digest (Only available for EU companies / EU organisations)
  • Tech Transfer Helpdesk Newsletter
1 EUR = 170,172 JPY