SusHi Tech 2026 is finally kicking off! This year, I’m actually based in Helsinki and won't be able to attend in person, but I’m sending my biggest cheers to all of you from afar. Being in a similar position right now—navigating a new market myself—I completely understand the excitement and the challenges of choosing a new city for your business. I know how much you want to truly understand Tokyo, and I genuinely want to support you in that journey. That’s why I’ve put togeth

Tokyo crossing. One of the most densely populated consumer markets in the world. Japan is often described as a difficult market. But is it really? Many global companies enter Japan assuming that a strong product and a well-known brand will naturally succeed. Yet the reality is different. Some companies eventually leave the market. Others remain, but never truly resonate with Japanese consumers. Why does this happen? 1. Japan Is Not Just “Another Market” For many international