If you are targeting a Japanese company, it is essential to have a thorough understanding of the business model so that you can adapt your approach accordingly.

Traditionally, Japanese consumers have tended to be rather loyal toward brands and to value quality over mass consumption. This is especially true for older consumers in a rapidly ageing population.

Japan’s shrinking population means that the market is currently seeing its number of potential consumers steadily diminishing, but it is not to be forgotten that the purchasing power and behaviour of consumers is also of prime importance.