During a reporting trip across Japan, DirectIndustry met with industrial companies, technology providers and business institutions to explore a structural question: why is Europe becoming increasingly central in Japanese companies’ global strategies? In this conversation, Moto Kaizu, Business Development Director at Glohai, shares his perspective on the challenges Japanese companies face abroad and the strategies needed to build successful international partnerships.
As Japanese companies seek to strengthen their international presence, Europe is emerging not only as a major market opportunity, but also as a region where quality, sustainability, innovation and long-term collaboration are highly valued. However, entering European markets requires more than advanced technology: companies must understand local expectations, regulations and decision-making processes.
Glohai is a marketing consulting firm helping Japanese companies expand internationally. The company has supported more than 300 Japanese companies, including major industrial and technology players such as Hitachi, TEAC, Maxell and Sega, helping them bridge the gap between Japanese innovation and global market needs.
In this interview, Moto Kaizu, Business Development Director at Glohai explains how European markets differ from other regions, why trust and communication are key factors for successful partnerships, and how Japanese companies are adapting their global expansion strategies.
Could you explain what makes Glohai’s approach different when supporting Japanese companies entering the European market?
Moto Kaizu: “One of the biggest differences in Europe is the way customers make decisions. Compared with markets such as the United States, where companies often move quickly when they identify a clear business opportunity, European companies tend to spend more time researching and evaluating before starting a conversation.They want to understand not only the product itself, but also the company behind it: its technology, experience, reliability and long-term commitment.
I think this is a great opportunity for Japanese companies because they are already recognized for their technology, quality and trustworthiness. The challenge is to communicate this value clearly and make sure customers can easily access the right information.
Another important difference in Europe is the diversity of cultures, languages and regulations. Requirements such as CE marking for products or GDPR compliance for marketing activities can create additional challenges. At Glohai, we help companies navigate these areas. Our experience supporting more than 300 Japanese companies has become a valuable asset that we can share with future clients.”
Recent rankings on Japan’s global competitiveness suggest that many Japanese companies still struggle to gain momentum internationally. How does Glohai concretely help them overcome these challenges?
Moto Kaizu: “Japanese companies often create exceptional products and technologies. The challenge is helping international customers discover them, understand their value and ultimately build trust in the company. This is where Glohai comes in. We help Japanese companies bridge the gap between Japan and global markets by understanding local customer needs, developing the right market strategy, adapting communication and connecting companies with the right customers and partners. However, we do not only create strategies. We work alongside our clients to execute them. Our mission is simple: we empower Japanese companies to bring their value to the world.”
What kind of tools and services do you use to maximize their chances of success in European markets?
Moto Kaizu: “We believe successful international expansion depends on two key elements: visibility and execution. Visibility means getting noticed, while execution means turning opportunities into real business results. That is why we combine global marketing tools such as VirtualExpo, social media, LinkedIn and Google Ads with concrete business development activities.
Glohai also has a unique strength: our hybrid team approach. Japanese project managers work together with local experts, allowing us to understand both the strengths of Japanese companies and the expectations of international customers.”
Which services are currently most in demand among the clients you support?
Moto Kaizu: “Every company faces different challenges depending on its stage of international expansion, so we do not believe in a one-size-fits-all solution. Recently, we have seen growing demand for services combining digital marketing and business development. We help Japanese companies adopt an integrated approach, including marketing communication, digital platforms, influencer marketing and sales channel development.”
In your opinion, what are the main factors that determine whether a Japan-Europe business partnership succeeds or fails?
Moto Kaizu: “European companies value quality, and Japanese companies are well known for their quality and reliability. This creates a strong foundation. However, a strong product alone does not guarantee a successful partnership. Communication, consistency and ultimately trust are the elements that make a relationship successful. For many Japanese companies, the challenge is increasing visibility, generating qualified leads and transforming these opportunities into business results. That is why we support companies with an integrated approach combining different services, from marketing to business development.”
Since Glohai supports companies expanding internationally, are you seeing Japanese companies increasingly looking to diversify beyond traditional markets and supply chains, and potentially prioritize Europe more than before?
Moto Kaizu: “Definitely. In the past, many Japanese companies focused on a limited number of key international markets. Today, more companies are thinking strategically about how to diversify their global presence and identify new growth opportunities. Europe is becoming a very attractive market for Japanese companies. It is a large market where quality, innovation, sustainability and long-term partnerships are highly valued. These are areas where Japanese companies have strong advantages. At Glohai, we are seeing more Japanese companies looking to expand internationally, including into Europe. Our role is to help them identify opportunities in each market and take the next step in their global journey.”
