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In this episode of the Scaling Japan Podcast, we’re joined by Bela Schweiger, President & CEO of Enter Japan K.K. and former executive at Coca-Cola, Häagen-Dazs, L’Oréal, and Nokia.
Japan’s retail ecosystem is notoriously complex, and entering the market without insider knowledge can lead to years of costly mistakes. Bela draws on decades of experience to explain how Japan’s distribution system works, how to pitch your product the right way, and what foreign companies consistently get wrong when trying to enter Japan.
This is a masterclass in retail strategy, localization, and navigating the unwritten rules of Japan’s consumer goods market. If you’re planning to launch a retail product or already struggling to scale your distribution in Japan, this episode is a must-listen.
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Show Notes:
00:00 – Introduction
01:11 – Overview of Retail Distribution in Japan
08:03 – Major Beverage Brands of Japan
15:35 – Role of Trading Houses (Sogo Shosha)
26:01 – How to Handle Inquiries and Leads from Japanese Distributors
33:57 – Comparing Corporate vs. Small Retail Partners
37:18 – Growth of Drug Stores and Convenience Stores as Retail Channels
40:21 – How to Localize Marketing for Japanese Consumers
44:01 – Tips on How to Pitch Your Brand in Japan
49:14 – Key Takeaways from Bela Schweiger
Links from Guest Appearance:
AIM B2B – Integrated Marketing & PR in Asia
This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC. They have recently rebranded to AIM B2B.
AIM B2B offers:
• Localized storytelling to build trust in Asian markets
• Strategic performance marketing for measurable growth
• Account‑based marketing (ABM), paid media, GEO, and SEO
• HubSpot‑certified CRM and marketing automation
• Data‑driven implementation with cultural expertise
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