In an online event for German startups organized by the government-funded German Accelerator, I had the opportunity to listen to an alumna of the Japan Market Discovery Program, where I regularly deliver my cross-cultural crash course.
Following my two-hour online workshop session, the guest speaker shared her real-world experience of entering the Japanese market. Her insights were refreshingly honest and deeply aligned with what I’ve observed over the years. Here are a few takeaways that are worth sharing more broadly:
1. Trust exists in both Germany and Japan—but it means different things.
In Germany, trust is often built on facts, numbers, and reliability. In Japan, those are necessary, but not sufficient. It’s important to clearly explain why your product belongs in the Japanese market, going beyond the data.
2. It’s never just business—it’s relationships.
Japan is deeply relationship-driven. Entering a partnership may take time, but once established, these partnerships tend to last. Perhaps the most important advice:
👉 “Be a natural person, not a salesperson.”
3. Progress feels slow… until it isn’t.
Things move slowly at first—sometimes frustratingly so. But once trust is established, the long-term benefits can be substantial. Patience isn’t optional here. It’s strategic.
4. Word of mouth is powerful.
When people in Japan start talking about you, it matters. Reputation spreads quietly, but effectively. And it can work strongly in your favor… or against you.
5. Give time and space.
One of my favorite lines from the session:
“Give them lots of time and space—and it will come back to you.”
Not every silence means disinterest. It can signal careful consideration.
6. Effort is visible—and expected.
Another quote that stuck with me:
👉 “SHOW EFFORT! Keep showing up. Keep following up.”
Consistency builds credibility. Presence builds trust.
For many German startups, success in Japan isn’t about moving faster—it’s about moving differently.
If there’s one overarching lesson:
👉 Trust in Japan is built through persistence, presence, and genuine human connection—not just performance metrics.
In the end, Japan doesn’t reward speed. It rewards those who take the time to build trust the right way.
