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Who is the program for?

  • Up to eight companies from the ICT and Smart City sector can participate in the program, which wish to enter the Japanese market or restart operations there, and whose field of activity, product and/or service inherently contributes to the achievement of the strategic goals of the “Society 5.0” program developed by the Japanese government
  • The company has export capabilities and an instant readiness to export their product/service to Japan
  • The company’s export turnover in the last financial year must have been at least €50,000 or total turnover at least €200,000
  • Up to two people from each company can participate (recommended)
  • In the case of participants, we assume that the content of their work is export planning, active sales work in foreign markets and communication with international sales partners, and their English language skills are at least at C1 level
  • Participating the program is a de minimis aid for the company

When applying, representatives of companies that have passed the EAS compliance check will be interviewed online by experts in the Japanese market. They evaluate, among other things, company’s product/service potential in the Japanese market, and give their own assessment of the realism of meeting the company’s goals and the suitability of the program. The given assessment is taken into account when making decisions by the assessment committee.

See what your company's VTA balance is

Why participate?

Opportunity to enter the Japanese market with your product or service with the support of local experts.

Advice

from the industry's top consultants in Japan

Clear understanding

of the new target market

Individual market visits

To Japan

Program structure

The program consists of seminars/webinars and individual consultations, which support the participants preparations to enter the market. At the end of the program there will be an individual market visit to Japan.

* The schedule and content of the program will be specified according to the profile of the participants.

Kick-off: Japanese business culture, ICT sector and its opportunities

  • Introduction to the export program
  • Market trends and key players in the market
  • Opportunities for foreign companies in the market

Entering the Japanese market

  • Product/service positioning
  • Market entry channels and strategy selection

Japanese business culture and communication

  • Japanese business culture and its dimensions
  • Business practices and etiquette
  • Japanese expectation in customer service
  • Marketing the Japanese way

Individual consultations

Consultations 1-3: Market Background

  • Analysis of the Japanese market (SWOT etc.)
  • The company’s market entry strategy
  • Creating a value proposition and product/service pricing in Japan
  • Client segments
  • Competition in the Japanese market

Consultation 4: Lokalisation

  • Adapting the product/service to the market
  • Regulatory framework in Japan (certificates, licenses, customs procedures, etc.)

Consultation 5: Distribution Channels, Partners, Marketing

  • Partner profile
  • Selected distribution channels
  • Marketing activities and the choice of the best channels (e.g. advertisements, public relations, online marketing)
  • Optional: necessary information related to setting up the office in Japan (e.g. visa application, etc.)

Privacy Law in Japan and EU-Japan Data Transfer

  • The main regulatory framework applicable to data transfer between EU and Japan
  • The main Japanese privacy rules applicable to entities doing business in Japan

Individual consultations

Consultation 6: Privacy Compliance in Japan

  • Company’s product/service compliance with the regulatory framework in Japan
  • Optional: Next steps to be followed to be complying before starting the processing of personal data between the EU and Japan

Consultation 7: Preparation for individual market visit

  • Review of the sales presentation
  • Preparation for japan market visit and meetings with potential clients/partners

Public procurement in Japan

  • Public procurement system in Japan
  • Finding information about tender opportunities
  • Conditions for participation and necessary preparations
  • Public procurement market observations, tips, and tricks

 

Individual visit to Japan

An individual market visit is organized for each company participating in the program, which provides the necessary sector-specific market information and the opportunity to test the suitability of the value proposition and business model for the Japanese market.

  • Visits to companies and organizations
  • Meetings with potential clients and partners
  • Market visit feedback and discussion of next steps

Market visits will take place approximately May-June 2024. The program of the visit lasts 3 days, a total of 5 days should be considered (incl. flights).

EAS organizes the flight tickets and accommodation for the market visit to Japan. Following expenses are covered for the company:

  • flight tickets Tallinn-​Tokyo and Tokyo-​Tallinn,
  • accommodation in a 4* hotel.

Follow-up consultation

If necessary, one individual follow-up consultation will take place within 4 months after the end of the program to check if there are further questions which might have come up.

Content of the program

The program consists of seminars/webinars and individual consultations, which support the participants preparations to enter the market. At the end of the program there will be an individual market visit to Japan.

* The schedule and content of the program will be specified according to the profile of the participants.

  • Introduction to the export program
  • Market trends and key players in the market
  • Opportunities for foreign companies in the market

  • Product/service positioning
  • Market entry channels and strategy selection

  • Japanese business culture and its dimensions
  • Business practices and etiquette
  • Japanese expectation in customer service
  • Marketing the Japanese way

Consultations 1-3: Market Background

  • Analysis of the Japanese market (SWOT etc.)
  • The company’s market entry strategy
  • Creating a value proposition and product/service pricing in Japan
  • Client segments
  • Competition in the Japanese market

Consultation 4: Lokalisation

  • Adapting the product/service to the market
  • Regulatory framework in Japan (certificates, licenses, customs procedures, etc.)

Consultation 5: Distribution Channels, Partners, Marketing

  • Partner profile
  • Selected distribution channels
  • Marketing activities and the choice of the best channels (e.g. advertisements, public relations, online marketing)
  • Optional: necessary information related to setting up the office in Japan (e.g. visa application, etc.)

  • The main regulatory framework applicable to data transfer between EU and Japan
  • The main Japanese privacy rules applicable to entities doing business in Japan

Consultation 6: Privacy Compliance in Japan

  • Company’s product/service compliance with the regulatory framework in Japan
  • Optional: Next steps to be followed to be complying before starting the processing of personal data between the EU and Japan

Consultation 7: Preparation for individual market visit

  • Review of the sales presentation
  • Preparation for japan market visit and meetings with potential clients/partners

  • Public procurement system in Japan
  • Finding information about tender opportunities
  • Conditions for participation and necessary preparations
  • Public procurement market observations, tips, and tricks

 

An individual market visit is organized for each company participating in the program, which provides the necessary sector-specific market information and the opportunity to test the suitability of the value proposition and business model for the Japanese market.

  • Visits to companies and organizations
  • Meetings with potential clients and partners
  • Market visit feedback and discussion of next steps

Market visits will take place approximately May-June 2024. The program of the visit lasts 3 days, a total of 5 days should be considered (incl. flights).

EAS organizes the flight tickets and accommodation for the market visit to Japan. Following expenses are covered for the company:

  • flight tickets Tallinn-​Tokyo and Tokyo-​Tallinn,
  • accommodation in a 4* hotel.

If necessary, one individual follow-up consultation will take place within 4 months after the end of the program to check if there are further questions which might have come up.

Consultants

Marcel Rasinger has 12 years of business experience in hosting events, doing business matchmaking, and running programs in Japan.

He studied International Business Administration in Vienna, Austria and graduated from the University of Vienna in 2007. In January 2011 he moved to Tokyo, Japan to work as Head of Technology Affairs at Advantage Austria Tokyo. His main task was to support Austrian Technology companies interested in the market entry to Japan. Currently he is the founder and CEO of the company genten LLC, which purpose is to enable the successful market entry for foreign companies and startups into the Japanese market.

Marcel Rasinger in LinkedIn

Luca Escoffier has more than 20 years of experience in three continents dealing with research organizations, startups, and large companies to organize and execute international projects, business visits, seminars, conferences, and matchmaking events.

He has the Master of Laws in intellectual property law from the University of Parma. After several years spent in an Italian Nano-biotech company, he moved to Seattle in 2008 to work as a Visiting Lecturer at the University of Washington.  Based in Tokyo since 2013, Luca has co-founded several companies in the U.S., Europe and Japan. Nowadays, he is primarily running his consulting company, based in Tokyo, and managing the EU-Japan for Industrial Cooperation the technology Transfer and Space.Japan Helpdesks.

Luca is a published author with a vast number of articles, and three books on innovation/IP-related topics.

Luca Escoffier in LinkedIn

Daniel Schwarz has over 15 years of experience as an IT System Engineer/Architect, having extensive background in various domains, from IT infrastructure to cybersecurity and technical mitigation.

Daniel is the entrepreneur and the CEO of ITB-GBS Tokyo. Within the Finance and Insurance sectors, Daniel has been integral to projects for Industry leaders such as IBM, FI-TS, and Talanx, as well as other distinguished financial service providers. His credentials include certification as a Data Protection Officer by The European Centre on Privacy and Cybersecurity (ECPC). He serves as a lecturer at the Tokyo Institute of technology, where he oversees an online course focused on Artificial Intelligence and Data Ethics.

Daniel Schwarz in LinkedIn

Partners and additional informatio

The program “Systematic export to Japan” organised by Enterprise Estonia and Ministry of Foreign Affairs, will be carried out with Estonian Chamber of Commerce and Industry as a cooperation partner.

The program is co-funded by the EU Recovery and Resilience Facility „NextGenerationEU“.

Contact

Contact

Ille Metsla
projektijuht
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