With a new strategic partnership and an expanded global role, Japanese business development firm Glohai is amplifying the international presence of Japanese manufacturers in the digital B2B space. We spoke with Moto Kaizu, Business Development Director at Glohai, to learn more about this collaboration and what it means for Japan’s industrial outreach.
As Japanese manufacturers continue to explore international growth opportunities, a new player is stepping in to streamline their global outreach. Glohai, a Tokyo- and Boston-based consultancy firm, is now officially in charge of supporting Japanese companies on VirtualExpo (our publisher), Europe’s largest B2B online trade show platform for the manufacturing industry. This strategic shift marks a new chapter in how Japan’s industrial sector approaches digital export.
A Seamless Transition for Greater Agility
Until recently, the Japan External Trade Organization (JETRO) managed participation in VirtualExpo, organizing an annual application window and curating a Japan Pavilion. As of fiscal year 2025, Glohai has taken the reins and now enables Japanese companies to apply year-round, offering flexible, on-demand support.
According to Moto Kaizu, Business Development Director at Glohai,
“This move will allow Japanese SMEs to react to market changes and international opportunities more quickly.”
Glohai’s support also includes multilingual content development, PR strategy planning, data-driven marketing, and tailored webinar programs. Companies that register through Glohai also benefit from promotional visibility via newsletters and online advertising.
Unlocking the Power of Digital Trade Shows
VirtualExpo attracts approximately 11.7 million monthly visitors and 9.9 million buyers across six specialized sectors, from industrial machinery and aerospace to medical technology. For many Japanese manufacturers, it represents a powerful gateway to Europe, and beyond.
According to Vincent Gérard, VirtualExpo’s CEO:
“One of our goals is to not only help clients get listed, but to make sure they are seen and remembered. That means strategic branding, localized messaging, and performance analytics.”
A New Era of Export Readiness
With the growing digitalization of B2B sales, this new model may set a precedent for how Japanese industry engages with global buyers. The integration of real-time analytics, influencer outreach, and multilingual assets positions Glohai as more than a trade show partner—they are now a critical accelerator for Japanese export ambitions.
As Glohai prepares new initiatives and expands its services, Japanese industrial firms—especially SMEs—are likely to benefit from this deeper, smarter approach to internationalization.
DirectIndustry had the opportunity to discuss with Moto Kaizu, Business Development Director at Glohai about this partnership and what it means for Japanese companies. Here is our interview.
Glohai has recently taken over the role of assisting Japanese companies in exhibiting at VirtualExpo from JETRO. Could you elaborate on how this transition will benefit Japanese manufacturers seeking to expand globally?
Moto Kaizu: “Glohai now offers full Japanese-language support, making it easier for companies to join without language barriers. We also streamline communication between JETRO and VirtualExpo, helping companies move faster and more smoothly into global markets.”
Despite taking over certain roles from JETRO, Glohai continues to collaborate with them. How does this partnership enhance the support provided to Japanese companies on VirtualExpo?
Moto Kaizu: “The partnership combines JETRO’s public resources with Glohai’s hands-on marketing support. It creates a stronger, more flexible support system for Japanese companies.”
Previously, applications for VirtualExpo were accepted only once a year. With Glohai now offering year-round support, how do you anticipate this change will impact Japanese SMEs’ participation in global markets?
Moto Kaizu: “Year-round access gives companies more flexibility to launch when they’re ready. This move allows Japanese SMEs to react to market changes and international opportunities more quickly. Our year-round model therefore offers more agility, while preserving strong collaboration with JETRO to maintain promotional support.”
What are the main challenges Japanese SMEs face when trying to expand internationally, according to you?
Moto Kaizu: “Language, market knowledge, and finding the right partners are big challenges. Even strong products need support to reach the right audience overseas.”
How would you describe the typical industrial client Glohai supports?
Moto Kaizu: “We support a wide range of companies—from SMEs to large manufacturers. Even big companies with excellent products often lack global marketing experience or local insights. Glohai helps fill those gaps through customized support, including partner search and market-fit strategy.”
VirtualExpo covers six industrial sectors. Which sectors do you see as having the most potential for Japanese companies, and how does Glohai tailor its support to these industries?
Moto Kaizu: “Machinery and medical equipment are key strengths for Japan. We adjust strategies by industry and company size, offering tailored support from niche marketing to broad outreach.”
Is the “Made in Japan” label still a strong selling point in overseas markets?
Moto Kaizu: “Yes. Japanese products often benefit from a strong country-of-origin effect—just like France is associated with luxury, Japan is known for precision and high-quality manufacturing. This reputation still gives Japanese companies a strong advantage, especially in sectors like machinery, electronics, and healthcare.”
Read also our stories about Japan manufacturers
As the B2B landscape becomes increasingly digital, are Japanese companies ready to shift toward more digital B2B sales channels? And how does Glohai support Japanese manufacturers in adapting to and leveraging online platforms like VirtualExpo for sales and marketing?
Moto Kaizu: “Some companies are still adapting, but more are embracing digital. We guide them step by step—helping with setup, content, and outreach by cooperating with VirtualExpo —so they can fully leverage online platforms.”
What metrics or indicators does Glohai use to assess the success of Japanese companies’ participation in VirtualExpo, and how do you use this data to refine your support strategies?
Moto Kaizu: “We track visits, inquiries, and deals. This data helps us improve content, adjust strategies, and make support more effective.”
Are there any upcoming initiatives or programs that Glohai plans to introduce to further support Japanese companies in their global expansion efforts?
Moto Kaizu: “Yes. We’re working more closely with VirtualExpo to offer flexible support like SEA depending on each company’s needs. We also plan to bring our market research, competitor analysis, and voice of customer insights—services we’ve provided to other clients—to VirtualExpo exhibitors. Sales training programs are also in the works to help teams close more deals overseas.”
What advice would you offer to Japanese manufacturing companies that are hesitant or unsure about entering international markets through platforms like VirtualExpo?
Moto Kaizu: “Start small. You don’t need a big investment to test global markets. Platforms like VirtualExpo make it easy to start—and support is available every step of the way.”
Curious about the agencies supporting international expansion? Discover our story on Business France.
