European market
development for
Japanese companies

TOKYO

LONDON

ZURICH

Japan’s domestic market has been
constrained for over 10 years.
Export has now become a strategic
necessity for forward-thinking brands.

The opportunity
in Europe

Europe’s 450 million consumers are increasingly seeking quality, authenticity, and sustainability according to EU trend reports.

Yet fewer than 5% of premium Japanese products reach the European market, creating a clear opportunity for early entry and long-term growth.

Mitasu supports Japanese businesses in unlocking this potential, and enabling sustainable market development for Japanese companies

MITASU’s
expertise

The journey to success in Europe is not a straight-forward one, with multiple specialists and organisations to co-ordinate. Getting that first sale is just the first step; true success comes with a sustainable business model.

The MITASU founders lead a team operating across Tokyo, London, and Zurich, combining deep European market knowledge with Japanese cultural fluency and end-to-end strategic, creative, and operational expertise.

Together, they bring decades of experience launching and scaling premium brands across Japan and Europe, with a proven track record in market entry, retail and distribution, brand communications, trade marketing, supply chain optimisation, and cross-cultural communications.

It is with this deep cultural understanding and expertise, that we guide Japanese companies from initial exploration through to sustainable, long-term growth in Europe.

4 key capabilities
in one partner

Our end-to-end capabilities allow us to act as a single, expert, trusted partner; managing every step of your European expansion, from initial market exploration through to strategy localisation, operations, and logistics.

MITASU remains responsible for the whole journey, engaging with the right specialist partners at the right moment.

The result is controlled, sustainable expansion.

Work with us

  • Trust, context and origination in Japan.

    Long-standing client relationships, business development, cultural alignment and institutional navigation, with a Japanese-speaking interface throughout.

  • Turning market potential into commercial reality.

    Market-development strategy, validation, pricing and channel strategy, partner qualification, negotiation and coordination across Europe.

  • Making a Japanese brand relevant in Europe.

    Brand strategy, brand story, packaging, communications, and consumer and cultural adaptation for Europe.

  • Making the right connections at the right time.

    Economic-development agencies, universities, applied research centres, CSEM, and technology partners, introduced at the right point in the journey.

MITASU's market bridge from Japan to Europe
MITASU's market bridge from Japan to Europe

How we work

MITASU act as the bridge for Japanese companies expanding into Europe by providing partnership for the full journey to sustainable growth.

  • End-to-end support: One partner covering everything from
    initial testing, to partner introductions, to in-market execution.

  • Cultural compatibility: Our local team in Tokyo combined with our Swiss business approach, aligns with Japan’s careful processes and
    focus on enduring relationships.

  • Shared values and trusted approach: Operating as your neutral executional partner with aligned vision and appreciation of quality.

  • Brand alignment: Expertise in brand adaptation to ensure storytelling, packaging and compliance work in Europe.

  • Reduced complexity and risk: Single accountable team, no hand-offs, resulting in a faster time to market by removing operational burden and complexity.

Work With Us

MITASU insights

  • Shopping in Europe with Migros grocery store

    COULD EUROPE BE IN YOUR BRAND'S FUTURE?

    With demand for premium Japanese products at an all-time high in Europe, we explore what this means for ambitious Japanese brands.

    COMING SOON
  • A collection bank notes including the Japanese Yen

    CAN A WEAK YEN BE A GOOD THING FOR EXPORT?

    With the weak Yen making exports up to 20% cheaper in Europe, we explore how this helps Japanese brands win new customers without cutting domestic prices.

    COMING SOON
  • Japanese and European officials standing at podiums with flags of Japan, the European Union, representing favourable import tariffs

    NAVIGATING EU - JAPAN IMPORT TARIFFS


    With EU-Japan tariffs eliminated on almost all goods, could lower costs and reduced friction benefit you?

    COMING SOON

Contact us

If you would like to know more about how we could help your business, please get in touch.