Focus on Japan - Part One: Why Brands Should Consider Entering the Japanese Market in 2025

By: Yukino Yamamoto, Japan Market Specialist at Incite.

In 2025, the Japanese market presents a wealth of new opportunities for food and beverage brands looking to enter. With an increased demand for premium products and tourism and hospitality sectors driving a desire for global flavours, international brands have an opportunity to help shape a new market. Japanese consumers are more open to discovering new and authentic brands that resonate with their values and preferences, creating unique opportunities for businesses to connect on a deeper level.

Here are the major reasons why brands should consider entering the Japanese market in 2025:

Growing demand for premium imported products (especially in health and wellness focused categories).

There is a growing demand for premium products in the Japanese food sector, especially as health-conscious living becomes more popular. International products are perceived as being of a higher quality due to meeting strict regulations and standards, for example, European and American organic standards, and Australian and New Zealand Food Safety regulations. As a result, categories such as organic, gluten-free and protein-based foods from international brands are seeing an increase in demand.

Younger Japanese consumers, particularly those in Gen Z, are a promising target market for food and beverage brands due to their intentional approach to purchasing imported products. Gen Z consumers are more selective about what they buy, often prioritising authenticity and exclusivity over cost when it comes to making purchases. They are increasingly drawn to brands that align with their values and stories, rather than just focusing on price.

Easier market entry via direct-to-consumer (D2C) channels and e-commerce.

Japan’s food distribution network is diversifying. Small and mid-sized importers now have more ease in establishing sales networks and direct-to-consumer brands can gain traction beyond just large platforms, such as Amazon and Rakuten. Social media and influencer marketing also open new opportunities as the platforms evolve to enhance the user experience.

Embracing global food trends and flavours.

Global food trends are having a positive impact on Japan, which is increasing demand for imported ingredients across the restaurant and hospitality sectors. As Japanese consumers experience international gourmet foods, they are developing a growing appreciation for high-end imported items and are seeking them after travelling abroad. Japanese chefs and food buyers are also embracing these global trends by incorporating them into their menus and offerings, further expanding opportunities for imported food products in Japan.

Interested in opening the Japanese market in 2025? Email us at getincite@exportincite.com to set up a call to discuss your goals for entering the Japanese market and how we can support.