Why Some Brands ‘Just Work’ in Japan – and…

Entering the Japanese market can be an exceptional opportunity for global businesses, however its unique cultural, consumer, and business outlook can present challenges. Japan rewards brands that align with its unique values. Those who don’t? Not as much. This can be illustrated by the divergent outcomes of major companies such as KFC, Starbucks, McDonald’s, and Subway.

KFC’s success in establishing a beloved Christmas tradition majorly contrasts with Subway’s inability to consistently resonate with Japanese consumers. This article explores why some brands thrive in Japan while others may falter, drawing lessons on cultural adaptation, consumer behavior, and strategic localisation. We’ll also examine how businesses can approach Japan with confidence and creativity, leveraging our expertise to maximise your success.