A highly developed market rich in opportunities
The Japanese economy is the world’s third-largest—and with strong demand for U.S.-made products, it’s also the gateway to broader opportunities across the Asia/Pacific region. With a robust industrial base and one of the world’s most advanced and stable economies, Japan is home to many globally recognized companies. Its annual nominal per capita GDP of approximately $34,000 places it among the world’s highly developed economies. Japan’s economy has been growing steadily in recent years and grew faster than projected in the fourth quarter of 2024 due to increased business spending and rising consumption.
An upcoming global trade mission to Japan, organized by WEDC, will help connect you to potential buyers, distributors, and other partners in the market. With logistics, interpretation, and lodging arranged for you, you can focus your attention on meeting and vetting potential partners.
Demand for Wisconsin products
Japanese customers traditionally have a strong affinity for U.S.-made products since they consider those products to be of high quality. Despite tariff concerns and broader international trade tensions, demand for U.S-made goods in Japan remains strong, and . Japan imported about $80 billion worth of products from the U.S., including $622 million from Wisconsin, in 2024.
Given the size and importance of the market, Wisconsin companies across many different sectors are encouraged to consider participating in this trade mission. However, companies considering exporting to Japan should first develop a general understanding of proper exporting practices and should have some prior experience in international markets before entering the Japanese market. In addition, companies should consider cultural factors and consumer preferences unique to Japan and should adapt their offerings accordingly. With the stiff competition in this market, Wisconsin exporters need a strong value proposition and distinct market differentiators. They should also register their intellectual property (or at least have it evaluated for registration) before participating.
Companies in the following sectors are especially encouraged to consider taking part in the trade mission:
- Advanced manufacturing: Japan’s robust manufacturing sector translates into strong demand for Wisconsin products in areas such as robotics, automation, additive manufacturing, advanced materials, precision machine tools, sensors, and instruments.
- Food and beverage: Japan has one of the world’s largest consumer markets, making it an excellent export target for processed foods as well as food processing and packaging
- Biohealth: With a high standard of living, Japan places strong emphasis on health care. This creates abundant opportunities for Wisconsin companies, particularly in the areas of medical device manufacturing, bioscience, digital health, diagnostics, and biopharmaceuticals.
- Energy, power, and controls: Wisconsin companies in this large and fast-growing sector The status can leverage their expertise to meet increasing demand in the Japanese market.
Exclusive access
The Global Trade Mission to Japan, taking place Sept. 5-13, 2025, will include business appointment sin Tokyo for each participating company. WEDC’s in-market trade representatives will pre-screen potential distributors, agents, and customers for customized matchmaking; WEDC will handle all logistical arrangements and provide interpretation services during meetings. Participants will also receive training on Japanese business etiquette and a comprehensive country briefing.
With a population of 14 million, Tokyo is Japan’s political and economic capital as well as its main manufacturing hub. The greater metro area, which includes neighboring prefectures like Kanagawa, Saitama, and Chiba, is home to more than 37 million people, making it the world’s most populous metro area.
When it comes to consumer behavior, the Japanese market stands out for its meticulous attention to detail, sense of quality, and strong brand loyalty. Japanese consumers are known for doing extensive research before making a purchase—consulting product reviews, comparing prices, and seeking recommendations from friends and family. They are also renowned for their discerning taste and preference for high-quality products over lower-priced alternatives. This inclination toward quality is deeply ingrained in Japanese culture, where craftsmanship and perfectionism are highly valued. Japanese customers value consistency in product quality and customer service; maintaining a high level of consistency over time is vital for earning and retaining their trust. Additionally, the concept of omotenashi (which roughly translates to “hospitality”) plays a significant role in the business culture. Japanese consumers appreciate personalized customer service, customized packaging, and attention to detail in every aspect of the purchasing experience. Understanding these attributes is essential for foreign companies selling in the Japanese market.
