'About Japan' webinar series 270: Entering the Japanese Market - Understanding the Business Landscape and Culture

Why do so many European companies still struggle to enter Japan, and what do those who succeed do differently?

The formal barriers to Japan are largely down. Tariffs on most European exports have gone. Japan is open to European suppliers. What remains is cultural. A good product is necessary. But it is not enough. The European companies that succeed approach the market differently: slower, more prepared, and signalling reliability rather than speed. Most SMEs that fail in Japan do not fail on product or price. They fail on how they present themselves, and on the way they enter. This session shows what works, with real European cases.

The webinar covers five things in fifty minutes. First, what is different about the Japanese business landscape today: long decision cycles, trust-based networks, and a higher quality bar. Second, the cultural values that predict how a Japanese partner will think and act, and how to adapt. Third, how to position your company so it reads as reliable, not as fast or disruptive. Fourth, which entry channels work for an EU SME (direct sales, distributor, trading house, subsidiary) and which burn budget. Fifth, lessons from real European companies that succeeded, and some that did not, with the decision that separated them.

The webinar is targeted to EU founders, sales leaders and marketing managers looking at Japan, working with a first Japanese partner, or returning after a first attempt. This is the first of three sessions: entry, then first meetings and sales, then negotiation and long-term partnership. Attendees leave with a clearer view of whether Japan is a near-term priority, and a shortlist of moves to make before engaging a first partner.

In 50 minutes from your desk, discover:

• What is different about doing business in Japan today.
• The cultural values that shape how Japanese partners think and act.
• How to position your company so it reads as reliable and a safe choice.
• Which entry channels work for an EU SME, and which do not.
• Lessons from real companies that succeeded in Japan, and from some that did not.

Programme:

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

Registration deadline: 15/09/2026

Speaker: Patric Sawada / Head of Growth / Silkdrive

Patric Sawada is the founder of Silkdrive, a cross-cultural growth marketing agency in Amsterdam, that helps European companies enter and grow across markets in Europe and East Asia. Silkdrive provides international digital growth marketing, cross-cultural insights and training for market entry into Japan and doing business with Japanese partners.
He now has eleven years of international marketing experience, with over fifty clients in more than thirty industries across Europe and East Asia.
 

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

Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office

Deliverables 

Coming soon...