Event Report - “Zen & the Art of Japanese Market Entry – IVS Kyoto 2025”

On July 2–4,one of Japan’s largest startup conferences, IVS Kyoto 2025returned to Miyakomesse and ROHM Theatre under the theme “Reshape Japan with Global Minds”.The event brought together over 12,000 attendees and 300 startups, showcasing global innovation and highlighting Japan’s evolving startup landscape.

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🔹 Session Highlight: “Things to Know Before Starting in Japan”

Joshua Flannery, CEO of Innovation Dojo Japan, joined a panel, moderated by Shun Ono (Zero-Ten Park), alongside Ryo Nishiura (Deel), Tak Umezawa (CIC Japan), and Marisa Watanabe (UNSW). 

Together,they offered overseas founders’ practical guidance and Zen-like clarity on entering the Japanese market.

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“Zen”: The Art of Market Entry

1. Unwritten Rules You Won’t Find on Slides

• Embrace your differences,they’re your advantage. Japanese corporations seek innovation, not flawless keigo.
• Adopt a dual-persona strategy:  Maintain your international strengths, but work with a seasoned local partner to meet Japanese expectations.Silence ≠ Agreement: a polite “chotto muzukashii(A bit difficult)” often means “No.” Learn to read between the lines and always double-confirm
  
  

2. Actionable On-Ramps for Overseas Founders

• Start local, land soft: tap into city-led landing programs in Kobe, Fukuoka, and Kyoto.
• Explore collaborations via universities and commercialized research.
  
  
• Leverage corporate PoC and accelerator schemes, viewing each PoC as trust-building, not the end goal.
• Consider a Country-Manager-as-a-Service model: Reliable alternative to going solo, working with bilingual, locally embedded professionals who build trust, bridge cultures, and reduce market entry risk.
  
  

3. Business Models Tailored to Japan

• Embedded B2B “infrastructure” SaaS fits Japan’s preference for incremental upgrades to legacy systems.
• Licensing or tech-enablement models allow local professionals to carry your innovation into the market.
• Slow-burn relationship sales align with Japan’s longer decision cycles, turning patience into reduced risk.

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Japan offers a unique blend of legacy depth, cultural nuance, and innovation appetite. 

Founders who succeed here are those who design for trust and scale with patience.

As Joshua emphasized,“If you build a compelling Japan story, respect the local process, and maintain quarterly presence, the market opens in surprising and meaningful ways.”

At Innovation Dojo Japan, we support overseas startups entering the Japanese market by offering a Country Manager-as-a-Service model. Our bilingual, locally based professionals who understand how to navigate Japan’s complex business culture, helps bridge the gap, by handling local communication, building trust, and supporting partnerships on the ground. We help de-risk market entry and accelerate real progress.If you're exploring Japan and want a reliable way to get started, feel free to reach out via our contact page, we’re happy to help. 

Curious to explore further? Feel free to reach out, always happy to share notes.: IVS Kyoto 2025, July 2-4, Miyakomesse & ROHM Theatre Kyoto, “Reshape Japan with Global Minds”. 

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