Consumer Brands to Japan
Practical lessons from Finnish brands building their presence in Japan
Japan remains one of the most attractive consumer markets in the world, but it is also a market where entering successfully requires patience, the right local partners and a clear understanding of how business is actually done.
Join the Finland-Japan Chamber of Commerce (FJCC) for a morning session at Magnusson Law in central Helsinki, bringing together Finnish consumer brands and Japan-market experts to share practical lessons from entering and growing in Japan. The event is organised in a hybrid format, with a possibility to join remotely via Zoom.
The event will look at the journey from two perspectives: how Finnish consumer brands can approach Japan as a market, and how importers, distributors, agents, and trading houses can shape the route to market.
The session will combine two short keynotes with a practical panel discussion featuring Finnish brands with first-hand experience from Japan.
Who is this for?
This event is especially relevant for:
Finnish consumer brands considering Japan as a future market
companies already active in Japan and looking to strengthen their position
founders and commercial teams in fashion, design, beauty, lifestyle, food & beverage and other consumer sectors
companies looking for importers, distributors, agents or other local partners
organisations supporting Finnish companies in international growth
You do not need to be actively entering Japan today. The session is also intended for companies that simply want to understand the market better, learn from others and start preparing early.
What will we discuss?
The morning will focus on practical questions such as:
What makes Japan different from other international consumer markets?
When should a Finnish brand start preparing for Japan?
How do importers, distributors, agents and trading houses work in practice?
What should you expect from a Japanese commercial partner, and what will they expect from you?
What tends to go wrong in the early stages of market entry?
How should a Finnish brand adapt its story, positioning and communication for Japan?
What have Finnish brands already operating in Japan learned along the way?
One important lesson is that Japan should not necessarily be treated as a market to approach only after everything else is ready. Building the right relationships takes time, so the conversation can often start well before formal market entry.
Panelists
Salla Auerto – Kuoma Representing Finnish footwear brand Kuoma, Salla brings hands-on experience of managing distribution and developing an established business in Japan.
https://kuoma.fi/en
https://alphamiki.co.jp/shoes_cat/kuoma/
Anu Kohtamäki – HENUA Organics
Co-founder of Finnish premium skincare brand HENUA, which entered Japan with a local partner and launched through channels including GINZA SIX in Tokyo.
https://henua.fi/
https://www.candlewick.co.jp/en/works/henua/
Jaana Hjelt – Lapuan Kankurit Marketing Director at Lapuan Kankurit, a Finnish textile brand with a long-standing presence in Japan, including a flagship store in Omotesando, Tokyo.
https://lapuankankurit.fi/
https://lapuankankurit.fi/stores/tokyo-omotesando-store/
https://lapuan.shop-pro.jp/
Programme
08:45 – Doors open
09:00 – Welcome and opening (Zoom opens)
Finland–Japan Chamber of Commerce + host of the day, Magnusson Law.
09:05 – Understanding Japan as a consumer market
A practical overview of the market, trends and key lessons for Finnish consumer brands.
09:20 – Working with importers, distributors and trading houses in Japan
How local commercial structures work, what companies should prepare for, and how the right partner can shape market entry.
09:35 – Panel discussion: Finnish brands in Japan
A practical conversation with Finnish consumer brands sharing first-hand experiences of building their presence in Japan.
Panel discussion participants to be announced soon!
Topics will include partner selection, distribution, positioning, communication, building trust and what the companies would do differently today.
10:10 – Audience Q&A
10:20 – Networking
10:30 – Event ends
Event details
Date: Monday, 28 September 2026
Time: 09:00–10:30
Location:
Magnusson Law
Antinkatu 3 C, 7th floor
00100 Helsinki, Finland
Hosted by: Magnusson Law, FJCC member company
Organised by: Finland–Japan Chamber of Commerce (FJCC) and Northlink Partners
Format: Hybrid - Keynotes, panel discussion and networking
Language: English
Coffee and light morning refreshments will be served.
The event is organised as part of FJCC’s work to strengthen practical business connections between Finland and Japan by bringing together companies, experts and organisations with relevant experience and networks on both sides.