Case Study: Dcubed

Introduction

Dcubed develops mechanisms that secure and release spacecraft components, alongside deployable solar arrays that unfold in orbit to generate power. Founded in 2019, the company operates from Munich, Germany, and serves over 170 space companies worldwide, including several Japanese customers. Dr. Markus Geiss, co-founder and COO, took part in the EU-Japan Centre’s Space Business Mission in 2025 to strengthen these relationships and gain further insight into doing business in Japan.

Why Japan?

The company regards the Asia-Pacific region as an important growth market, with Japan playing a central role in its expansion plans. The country’s space industry, encompassing established industrial companies, startups and the Japan Aerospace Exploration Agency (JAXA), offers opportunities for its technologies. Its engagement in Japan already includes work with industrial players and startups. Developing these connections is central to Dcubed’s approach: working closely with customers, understanding their engineering requirements and becoming a long-term partner.

EU‑Japan Centre’s Support

The EU-Japan Centre’s Space Business Mission supports European companies seeking business opportunities in Japan through participation in trade fairs, business meetings and preparation for the Japanese market. The 2025 mission marked the company’s first participation in a space-related fair in Japan. Joining a European delegation offered guidance on local business practices and access to a community of support that would have been harder to establish independently.

The group experience was particularly valuable, helping the team navigate cultural differences and engage with the market alongside other European companies. The trip also enabled visits to existing customers and partners, adding value beyond the exhibition itself.

The overall programme was considered worthwhile from a return-on-investment (ROI) perspective. This experience highlighted the value of combining exhibition attendance with customer visits, market learning and the support of a delegation.

Adapting to Japan’s Sales Culture

An important aspect of Dcubed’s experience has been understanding the role of distributors in Japan. The company generally operates through direct sales and already supplies several Japanese customers on this basis. Its preferred model involves regular contact with customer engineers, allowing it to understand technical needs and develop solutions through ongoing cooperation.

Japan’s distributor-based sales culture presents a different way of working. Distributors can manage much of the initial commercial engagement, helping overseas companies navigate the market and connect with customers. The consideration is how to benefit from this support while preserving the direct technical relationships central to the company’s business.

When communication passes through an intermediary, maintaining contact with the engineers using its products can require additional attention. Understanding this balance is therefore part of adapting to the Japanese market: recognising the contribution of local distributors while finding an approach that supports close cooperation with end customers.

Future plans

The company is planning to participate in activities connected with Nihonbashi Space Week through the EU CASSINI accelerator programme, expected during the first week of December. This will provide further opportunity to engage with Japan’s space community and build on existing relationships. The company was also considering appointing a business development representative based in the Asia-Pacific region the near future.

Dcubed’s experience illustrates how developing business in Japan involves both technical cooperation and an understanding of local commercial practices. For the company, continued engagement means building on existing customer relationships, adapting its sales approach and exploring a stronger regional presence.

Text based on an interview with Dr. Markus Geiss, Co-Founder and COO.
The company took part in the 2025 Space Business Mission.

October 2026