03-03-2021 | 10:30 - 11:00 CET

Various EU products and services began to enjoy benefits from the EU-Japan Economic Partnership Agreement (EPA) which entered in force on 1 February 2019, and we are seeing a considerable increase of EU exports to Japan. But yet many EU exporters, particularly small and medium-scaled enterprises (SMEs) perceive access to Japanese market difficult because of unfamiliar trade and business practices.

This is a series of online training which presents the latest market information available in 2020-21 and explain in practical terms the most important things that EU companies should know when exporting to Japan so that the benefits of free trade can become more widely available to EU exporters for the second year of the EU-Japan EPA.

What should you know about Japanese distribution and sales systems?

When exporting to Japan, EU exporters must rely on Japanese distributors and agents. Japanese distributors and agents usually cover a specific territory, market or industry so that EU exporters may contract with a multiple number of intermediaries. The core of Japanese distribution system is a wholesaler distribution model where wholesalers act as a business solution to retailers by taking on all logistic transactions, promotions of goods and financial risks.

There are a variety of sales outlets available in Japan for B2C and B2B transactions. E-commerce challenges Japanese traditional distribution and sales systems and is striving by taking advantage of Japanese effective logistic services and provides superior convenience, in particular, at the time of Pandemic.

This webinar assists EU companies, in particular small- and medium sized enterprises (SMEs), in familiarizing with Japanese distribution and sales systems for their export products to achieve successful results in Japanese market.

In 30 minutes from your desk, you will understand

  • Japanese Regional Markets
  • Japanese Distribution System
  • Sales Channels
  • E-Commerce 


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

Registration deadline: 2 March 2021

Speaker: Chieko Nakabayashi
ModeratorPauline Laloux, Business Support Coordinator, EU-Japan Centre
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office


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1 EUR = 171,553 JPY