Importer in Japan: "Why should our customers choose your brand?"
Western F&B Brand: "We don’t know your customers. That’s up to you."

This conversation highlights a common challenge for Western food and beverage brands entering Japan: bridging the gap between distributor expectations and local consumer needs.

Why Distributors Need Your Support

Even if a distributor sees potential in your brand, their vision may not match yours. Without clear positioning, distributors in Japan’s competitive F&B market are less likely to push your product effectively. To succeed, you need to actively align your brand with local needs.

How to Align Your Brand for Success

1. Understand the Distributor’s Target Audience
   Learn who they’re selling to and adapt your brand to appeal to these customers.
2. Tailor Your Messaging to Local Preferences
   Reflect cultural norms, market trends, and consumer tastes in your communication.
3. Provide Localized Sales and Marketing Materials
   Equip distributors with tools that go beyond translation to ensure cultural relevance and impact.

The Takeaway

Distributors are unlikely to invest in building your brand for free. To succeed in Japan, you need to take control by supporting your distributors with clear strategies and resources. Make it easy for them to succeed, and you’ll set your brand up for long-term growth.