Finding clients and business development in Japan

Grow your international sales

We provide strategic business development services to grow your presence in Japan. We help you customize your offering for the country and follow-up on leads or approach new clients.
Especially technology products or sales to businesses or governments may have long sales cycles. Our continuous presence in Japan ensures trust and prompt follow-up.
International business development
Clients supported
50 +
Flights saved
0 +
Generated on turnover
$ 0 M

How to sell your product or service in Japan?

Japan is known for its unique blend of traditional and modern culture. As of 2023, Japan has a population of about 125 million. It is notable for its technological advancements, rich cultural heritage, and influential economy.

Japan’s economy, with a GDP per capita of around $40,000 USD in 2023, is one of the most advanced in the world. Major industries include automobiles, electronics, robotics, and manufacturing. The country is also known for its strong emphasis on research and development.

Japan’s primary imports are machinery and equipment, fossil fuels, foodstuffs, chemicals, and raw materials for its industries.

Key cities include Tokyo, the capital and world’s largest metropolitan area; Osaka, known for its modern architecture and nightlife; Kyoto, famous for its historic temples and traditions; and Yokohama, a major port and commercial hub.

International business opportunities in Japan

Most Business opportunities in Japan are in the following sectors:

  • Alternative Energy – owing to a high population density, clean energy is a priority; the Fukushima nuclear disaster has added to the urgency for clean fuel
  • Pharmaceuticals & Healthcare – demand for products and services in this sector is growing with a steadily increasing aging population, referred to as the ‘silver’ market
  • Wealthy Nation – As Japan is the third biggest economy in the world, there is demand for high-quality consumer products
  • Advanced Engineering & Tech – Japanese businesses are interested in cutting technologies to maintain their superiority in designing and manufacturing internationally winning products
  • Food and Drink – Given a large population density and ever-diversifying food habits, Japan needs food imports
  • Gaming & Music – Japan is a major gaming centre and has the second largest music industry in the world


The business approach in Japan springs from its culture. The Japanese follow a group culture where the welfare of the society is its prime goal. It is based on ‘Honne’ and ‘Tatemae’, the difference between one’s true feelings and what a person displays in public. Personal opinions are sacrificed at times, according to the expectation of society. Hence, harmony is their top priority.

The Japanese believe strictly in hierarchy and are courteous to the core. They give importance to human relationships and mutual trust. These are the fundamental aspects of their culture that colour their business transactions and negotiations.


It is helpful to be aware of business procedures and etiquette before initiating business with the Japanese:

  • Japanese follow hierarchical order even at the initial stages of discussion. They prefer to deal with their equivalent counterpart.
  • Business cards are a must, clearly indicating the position held. The cards are to be offered with both hands to show respect for the parties.
  • The Japanese prefer an introduction to the business party through a known third source.
  • Discussions are more through written word and visuals as the Japanese are people of few words.
  • All business discussions are group oriented. Great emphasis is given to human relationships; any decision making involves all members.
  • Discussion and decision making are usually slow.
  • Any language or action that hurts or negatively influences reputation can deter proceedings.
  • Strict etiquette is followed; excuses are not accepted. Apologies are accepted and discussions are tinged with extreme courteousness.
  • At the same time, any favour is valued and repaid. The Japanese accept appropriate gifts as a mark of appreciation and value it greatly.
  • Peaceful and calm negotiations mark their meetings. They hesitate to say no and there are periods of total silence which may indicate either their acceptance or their disapproval.
  • Business meetings require a formal dress code.

Why use our business development services in Japan?

We know the market from inside-out

We work with local teams, who already know the market, speak the language and know the business culture.

We are active in over 30 countries

We can compare different markets and as we can help you in all of them, we only favor the market that may work out best for you.

You Reduce your risks

We help you avoid cultural misunderstandings, compliance issues, and other risks associated with entering a new market.

Try our services in Japan

Our structured approach for market entry

Alliance experts has a proven methodology to start or increase your sales in a new market.

Our local teams in over 30 countries help you define your pitch and convince the right sales channels or clients.

Month 1

Scan phase

  • We get to know your company and offering
  • We make a first long-list of potential distributors, partners or clients
  • We gather feedback from them on your product
  • We review the competition

Month 2

Launch phase

  • We develop the right pitch for this market
  • We list more targets until we have all relevant ones
  • We approach them with your offering
  • We evaluate and adjust the approach where needed

Month 3 and further

Grow phase

  • We follow up on new leads and previous contacts
  • We list and approach more targets where available
  • We involve you in case of interested prospects
  • Every month we report on all contacts we had

Customer Experiences

” Alliance experts has helped us with clear insights in a market which was relatively new to us. Even under difficult circumstances they found good dealer candidates. “
Alliance Expert found distributors for Harley Davidson

Vitello Benevetti

Harley Davidson

” Outstanding service! Found the perfect partners in within a few months. Our international sales skyrocketed thanks to their expertise. “

Mehmet Aksoy

RR Engineers

” During our cooperation Alliance experts showed an effective approach and tracking, professionalism and provided the services reliably and on time. “
Nouraldine Banaeinejad

Nouraldin Banaeinejad

CAN Home appliances

” Invaluable local insights led to great distributor matches. Their approach revolutionized our market entry strategy. Highly recommend! “
Francis Huang

Francis Huang


” Alliance Experts’ tailored strategies boosted our Europe market presence phenomenally. Exceptional service, highly recommended! “
Jing Zhang

Jing Zhang


” Alliance Experts strongly supported our growth in African markets. Innovative, effective strategies, and superb communication. “
James Martin

James Martin


Companies we've helped with Business development services

Draka Polymer Films
Wella Professionals
Harley Davidson

We are active in over 30 countries