Japan boasts the world’s third largest economy, with significant consumer spending power.

International sports competitions and initiatives such as the Integrated Resorts, Rugby World Cup 2019, Osaka World Expo 2025 and the Tokyo 2020 Olympic and Paralympic Games have encouraged Japan to take a more proactive stance on becoming more relevant on the global stage. As a result, there is a high demand for Western products and services.

The Japanese market also represents a key stepping off point for expansion into the rest of Asia, as the country is known for being right at the cutting edge of research, development, and sparking new consumer trends. Companies that establish a solid reputation in Japan will be seen as strong players throughout Asia.

Since 2016, Tokyoesque has also worked with the Japanese organisers of events such as the Rugby and Olympics to provide insight into the global major events industry. Using our knowledge of how events like London 2012, Edinburgh Fringe and Pyeongchang 2018, we have endeavoured to enrich Japanese plans for these global major events.

On top of that, we delve into consumer behaviour and attitudes amongst non-Japanese attendees: how did Rugby fans travel through Japan in 2019? How did the legacy of the Stratford rejuvenation initiative play out following London 2012? These types of insights require a careful analysis of cultural differences to bring what is valuable into the Japan market, in a localised fashion.