Japanese buyers generally prefer a formal approach to doing business. This includes making appointments as far in advance as practical and using e-mail and fax, rather than telephone, whenever possible. Decision-making takes time in Japan. Be prepared for negotiations which move slowly and require a number of meetings to reach an agreement. Always bring business cards (meishi) to in-person meetings. Expect requests for very detailed information on ingredients, production process and quality controls, etc.
Japanese buyers often prefer to find new food and beverage products at large trade shows or specially targeted trade showcases as opposed to via “cold calls” or requests for introductory meetings with individual companies. Many trade shows in Japan are well-suited for U.S. food and beverage companies, including two USDA-endorsed shows: FOODEX Japan and the Supermarket Trade Show.
USDA Japan brings Japanese buyers to major U.S. food shows every year. In recent years we’ve brought buyers to the Fancy Food Show in San Francisco, the National Restaurant Association show in Chicago, and the Seafood Expo in Boston. If you’re interested in meeting buyers at these shows, please contact us.
The following U.S. agricultural trade organizations (cooperators) have representatives in Japan who promote U.S. products and help member companies enter the market. If you are interested in learning more, please contact the U.S. headquarters of the corresponding organization (details available here).
