'About Japan' webinar series 227: Baby Goods in Japan

27-02-2024 | 10:30 - 11:30 CET

In a challenging context, how is the baby goods market evolving in Japan, what are current and future trends and what opportunities can still be found for EU SMEs?

In 2022, Japan's birthrate hit an all-time low making it worldwide news. It prompted the government to vote a new comprehensive financial package to facilitate child-rearing in Japan and thus boost the birthrate again. At the same time, societal changes, such as the steady rise of dual-income and nuclear families, have changed the needs and dynamics of child-rearing and parents over time. Meanwhile, Japan, as one of the leading economies in the world, boasts a highly developed and innovative market for baby goods. As a very mature market however, it is highly saturated and competitive.

The baby goods market is a comprehensive market that can be split in several key categories, such as baby nutrition, baby care and baby mobility as well as further categories such as clothing, furniture and toys. The current evolving context brings its set of challenges to each category, from dwindling customers to rising costs, yet also harbours unique opportunities thanks to innovative technologies for instance.

Moreover, parents’ expectations and requirements are also becoming more demanding. Increased health concerns and sustainability awareness as well as the need for convenient, reassuring and time-saving solutions is changing the consumption and purchasing behaviour.

Understanding the local culture and the needs of parents is essential in unlocking new opportunities in the various categories, yet localizing the service or product from packaging to after-sales to match the high expectations is equally vital in order to succeed in this very competitive market.

The webinar is targeted to EU companies seeking to newly develop or strengthen their current positions in Japan’s baby goods market.

In 40 minutes from your desk, discover:

  • Current context and market overview
  • Key categories insights:
    • Baby Nutrition
    • Baby Care
    • Baby Mobility
  • Other categories overview
  • Customer insights
  • Current trends and opportunities


  • Introduction
  • Expert’s presentation
  • Q&A Session

Registration deadline: 26 February 

Speaker: Caroline Hayashi / Hayashi Consulting. Caroline Hayashi (Hayashi Consulting) has over 15 years’ experience in marketing management positions within leading luxury groups (LVMH, Richemont) in Japan, Germany and France. Building on her expertise in strategic brand management as well as extensive hands-on experience in implementing marketing strategies, she is now working as an independent business development and marketing consultant for Japanese and European SMEs.

Moderator: Sofia Smerzi, Business Support Coordinator, EU-Japan Centre for Industrial Cooperation
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office


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