In this episode of the Scaling Japan Podcast, we’re joined by Shuma Goko, who has extensive experience supporting global companies with trade shows and event marketing in Japan.

With hands-on experience helping foreign companies enter the Japanese market, Shuma shares how trade shows can be used as a powerful go-to-market channel in a country where trust, relationships, and in-person interactions are critical.

In this episode, Shuma explains why many companies fail to generate results from trade shows in Japan not because of the channel itself, but because they misunderstand how Japanese buyers evaluate vendors and build trust. If you are a founder or marketer entering Japan, this conversation will change how you think about offline GTM, localization, and lead conversion.

In This Episode, We Cover:

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• Why trade shows are still essential in Japan’s trust-based business culture

• How face-to-face interaction and product experience impact buying decisions

• The industries where trade shows perform best, including tech, manufacturing, food, and lifestyle

• The most common mistakes foreign companies make, especially around localization and follow-up

• Why clarity in messaging matters more than flashy booth design

• The reality that only about 10 percent of attendees are decision-makers

• How fast and structured follow-up within 24 to 48 hours drives conversions

Show Notes :

00:00 Introduction to Shuma and global trade show experience

06:00 Why trade shows still matter in Japan

09:53 Best industries for trade shows

12:29 Common mistakes foreign companies make

19:04 What makes a booth stand out

20:30 Who actually attends trade shows in Japan

28:22 Why follow-up is critical for conversion

Links from Guest Appearance:

Shuma Goko : Founder and Producer at OUTBOUND K.K.

🔗 LinkedIn: https://www.linkedin.com/in/shuma-goko-08152732/

📩 Want more insights?

Subscribe to our newsletter for Japan business resources and upcoming event invites:

💌 https://scalingyourcompany.com/blog/#newsletter

🎤 Scaling Japan Podcast

Grow your business in Japan with Tyson Batino

📱 Listen on Spotify, Apple Podcasts, YouTube & more

🌐⁠⁠ https://scalingyourcompany.com/podcast/⁠⁠

Most foreign SaaS companies struggle to land even a handful of enterprise clients in Japan.

Shay Khosrowshahi helped scale Ulife to 50+ B2B customers in just 18 months, largely through strategic partnerships.

In this episode of the Scaling Japan Podcast, we break down how he did it.

Shay is the co-founder of NXL and former Managing Director of Ulife APAC. After a 100M investment, he was sent to Japan to launch and scale the business in one of the most credibility-driven markets in the world.

We explore what partnerships really mean in Japan, how to align incentives with distribution partners, and why most founders underestimate the level of commitment required to succeed here.

Shay shares tactical insights on discovery calls, partner qualification, internal champions, cultural misalignment, and how to create momentum that compounds over time.

If you are a SaaS founder, CRO, or GTM leader entering Japan, this episode offers a practical partnership blueprint grounded in real execution.

In This Episode, We Cover:

• What a partnership actually means in the Japanese market

• Distribution partners vs strategic alliances

• Why hunger and ambition matter more than brand size

• The 70/30 discovery framework for qualifying partners

• How to forecast revenue impact to align incentives

• Managing harmony culture while still driving urgency

• Why early wins create long-term momentum

• When to double down or exit a partnership

• Why getting direct customers first gives you leverage

Guest Appearance:

🔗 Shay Khosrowshahi LinkedIn

🌐 NXL : www.yournextlevel.io

Show Notes :

00:01 Introduction to Shay and his Japan scaling journey

02:09 Defining partnerships in the Japan context

03:11 Types of partnerships that worked

06:39 How to vet partners and why hunger matters

10:47 The 70/30 discovery call framework

17:21 Training partners and building internal champions

29:20 Cultural hurdles and harmony-driven challenges

38:21 Measuring partnership health beyond revenue

45:32 Final advice on commitment in Japan

46:31 Why direct traction strengthens partnership leverage

📩 Want more insights?

Subscribe to our newsletter for Japan business resources and upcoming event invites:

💌 https://scalingyourcompany.com/blog/#newsletter

🎤 Scaling Japan Podcast

Grow your business in Japan with Tyson Batino

📱 Listen on Spotify, Apple Podcasts, YouTube & more

🌐⁠ https://scalingyourcompany.com/podcast/⁠

In this episode of the Scaling Japan Podcast, we explore the world of copywriting in Japan, a critical but often misunderstood part of doing business in the Japanese market.

We’re joined by Yuji Kobayashi, CEO of Kakusha and lead Japanese copywriter for Scaling Your Company, and Asama Toyozawa, CMO of AI Market with past experience at global firms like Spotify and Taboola.

Together, we unpack why trust-based messaging, tone, and phrasing are essential for success in Japan and how Western-style copywriting can fall flat if not localized properly.

From dissecting campaigns by brands like Nike Japan to understanding how language and psychology influence consumer behavior, this episode offers practical tips and cultural insights for businesses targeting Japanese customers.

Whether you're a founder, marketer, or localization professional, this is a must-listen episode for creating Japanese copy that converts.

🎧 Listen to learn:

• Why direct copy fails in Japan and what to do instead

• How Japanese consumers read trust (and spot inauthenticity)

• Cultural reasons behind soft, inviting phrasing in Japanese marketing

• The difference between writing for LINE, Instagram, and websites

• Examples of both good and bad Japanese copy (and why they work or don’t)

• When to use polite vs casual language across platforms

• Why buzzwords rarely work in Japanese copywriting

• How font and character choice can make or break trust

Guest Appearance:

🔗 Yuji Kobayashi on LinkedIn

🔗 Asama Toyozawa on LinkedIn

🔗 Asama’s AI Market Website

Show Notes:

00:00 - Introduction & Guest Backgrounds

03:36 - Why Copywriting is Critical in Japan

05:37 - Good Copywriting Examples

08:00 - Building Trust for Small Businesses

10:40 - Second-Hand Bookstore Case Study

12:43 - AI Market's Copywriting Journey

17:10 - Font Mistakes & Trust Issues

18:37 - Japanese vs Western Copywriting Differences

20:00 - Making Copy More Welcoming

22:41 - Formality Levels Across Platforms

24:05 - Expressing Results Differently

26:06 - Translation & Localization Challenges

27:58 - Buzzwords of the Year

32:00 - Why Not to Use Buzzwords in Marketing

36:05 - Platform-Specific Copywriting Strategies

39:05 - Instagram Text Layout & Eye Scanning

41:07 - Video vs Static Performance

43:06 - Closing Thoughts

📩 Want more insights?

Subscribe to our newsletter for Japan business resources and upcoming event invites:💌 https://scalingyourcompany.com/blog/#newsletter

🎤 Scaling Japan Podcast

Grow your business in Japan with Tyson Batino

📱 Listen on Spotify, Apple Podcasts, YouTube & more

🌐 https://scalingyourcompany.com/podcast/