For some Dutch entrepreneurs, the faraway country of Japan might not be on their radar, when seeking to expand their business overseas. However, Japan offers a large and solid market and can serve as a strategic gateway to the rest of Asia for start- and scaleups that have a value proposition aligned with its urgent needs and goals. 

As one of the world’s largest economies (3rd in 2023), with a population of around 125 million, Japan provides a solid market. Japan is a likeminded, economically and politically stable country. As a top-importer and -exporter, Japan has large electronic goods, automobile manufacturing and healthcare industries (respectively 1st, 3rd and 3rd in 2023). Moreover, Japanese are known to be loyal and trustworthy business partners and customers who are willing to pay a good price for high quality and limited-edition goods.

With its distinct set of rules, customs and regulations, Japan’s business culture is quite different from most Western countries. It might be challenging to navigate these if you are unfamiliar with operating in Japan.

This StartNL-website from the Netherlands embassy in Tokyo is an informative platform about Japan’s startup ecosystem. By applying through the website, promising and innovative Dutch startups will become part of the StartNL-community and can join several events.

When joining the community, Dutch scale- and startups receive information about relevant exhibitions, networking events, trade missions, startup visa programs, and support partners. Through trainings about for instance business etiquettes, scale- and startup founders can also learn how to adapt their business to thrive in this exciting global market.