How do I export to Japan?
High-Value Market that Values Quality: Export Strategy for Japan
Market Overview
Japan is the world's third-largest economy, with a GDP of approximately $4.2 trillion. The demand for quality is high, and gaining consumer trust can lead to long-term partnerships. With the popularity of K-culture, there is a growing affinity for Korean products.
Market Characteristics
We place great importance on quality, packaging, and intricate details. In an aging society, the demand for healthcare and senior products is high. Convenience stores and drugstore channels have developed, and the online market (Rakuten, Amazon JP) is also growing.
Key Regulations
There are laws such as the Food Sanitation Act (food), the Pharmaceutical Affairs Act (medicines/cosmetics/medical devices), the PSE Act (electrical products), and the Consumer Product Safety Act. Japanese labeling is mandatory, and compliance with JAS/JIS standards may be required.
Business Culture
They place great importance on building relationships and tend to have a slower decision-making process. They value etiquette and formality, with a customary exchange of business cards during the first meeting. They prefer long-term partnerships, and once trust is established, they engage in transactions for a long time.
Buyer Discovery Methods
Participating in exhibitions in Japan is highly effective. Join industry-specific exhibitions held at venues like Tokyo Big Sight and Makuhari Messe. We also recommend utilizing KOTRA's Tokyo/Osaka trade offices and JETRO (Japan External Trade Organization).
Business Culture
Buyer Types
General Trading Company
Mitsubishi, Itochu, and other large trading companies. Handling a variety of products, providing logistics/financial support.
Professional Importer
Specialized importers of specific items with extensive market knowledge.
Retail chain
Ion, Don Quijote, drugstores, etc. Increasing trend of direct imports.
Logistics Information
Lead Time
Sea 3-5 days, Air 1 day
Est. Shipping Cost
Sea $800-1,500/20ft, Air $3-6/kg
Payment Method
FTA/Trade Agreements
Frequently Asked Questions
Q. What should you be aware of during your first meeting with a Japanese buyer?
A. When exchanging business cards, use both hands and avoid putting the other person's card directly into your pocket. Wearing a suit is standard, and punctuality is essential. During the first meeting, don't rush into contracts; focus on building relationships.
Q. Is Japanese labeling mandatory?
A. Yes, Japanese labeling is legally required for most products. Ingredient lists, origin, importer information, and more must be displayed in Japanese.
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