Episode #102: Regional Differences When Selling In Japan

Why does Japan feel “big and small” at the same time for business?

Japan can look compact on a map, yet it operates like a collection of distinct micro-markets. With roughly 70% of the country covered in mountains, regions historically developed in relative isolation. That geography helped create strong sub-regional differences in language, customs, and cuisine, and those differences show up clearly in sales conversations, decision-making, and trust-building.

Mini-summary: Japan’s geography created powerful regional identities, so “one Japan strategy” rarely works.

A key lesson for any executive or sales leader is simple: Tokyo is not Japan. Business norms, openness to outsiders, and risk tolerance shift dramatically as you move from one major city to another. If your strategy assumes Tokyo-style speed, language ability, or global exposure everywhere, you’ll be surprised—and often stalled.

Mini-summary: Treat each major city as its own market with its own “rules of engagement.”

In Fukuoka and much of Kyushu, local ties run deep: many people grew up there, studied locally, and built careers within the region. Foreign visitors are still relatively rare in everyday business settings, which creates a gentle “novelty factor.” At the same time, English ability is often limited, and decision-making tends to be cautious and conservative. Progress is possible, but patience is essential; timelines are frequently longer than headquarters expects.

Mini-summary: Fukuoka rewards persistence and trust-building, but expects slower, steadier progress.

Why is Kobe often easier for international business?

Kobe opened as an international port in 1868 and has a long history of living alongside global trade and foreign residents. That legacy still shapes how people do business: Kobe professionals are often more internationally comfortable, relatively stronger in English, and open to exploratory discussions. Foreigners are not a rarity here, so trust depends less on novelty and more on credibility.

Mini-summary: Kobe is globally oriented, with smoother early-stage business conversations.

What is unique about Osaka’s merchant mindset?

Osaka is Japan’s classic merchant city, shaped by centuries of commodity trade. This creates a notably direct commercial style: if they like an idea, you’ll hear “yes”; if not, you’ll hear “no.” That clarity is refreshing compared with more ambiguous markets. Osaka also has pride in its dialect and insider culture, but foreigners often sit outside those rivalries—sometimes making acceptance easier than for Tokyo competitors.

Mini-summary: Osaka is pragmatic and clear; they’ll tell you fast if there’s a deal to make.

Why is Kyoto considered a tough market for outsiders?

Kyoto’s long history as Japan’s aristocratic capital produced a tightly interconnected social fabric. Families have lived there for generations, and community networks are strong. Outsiders—foreign or domestic—are often viewed as temporary “blow-ins,” which makes relationship entry difficult. Even seasoned Japanese salespeople from other regions often find Kyoto slow and closed.

Mini-summary: Kyoto is relationship-dense and outsider-resistant; entry requires exceptional credibility and time.

What makes Nagoya one of Japan’s most challenging regions?

Nagoya’s cultural backbone traces to warrior leadership and the Tokugawa era, when Japan was sealed off from the outside world. That historical “closed” posture still echoes today. Businesspeople are famously conservative with money, risk-averse, and often skeptical of unfamiliar vendors. They may give clear answers like Osaka—but very often the answer is “no.”

There’s also a practical commercial hazard: even after negotiating and agreeing on price, some buyers will attempt to renegotiate after goods arrive at port or airport. It’s a hard market where resilience and vigilance are mandatory.

Mini-summary: Nagoya is disciplined, cash-conservative, and can renegotiate late—be ready for long cycles and firm boundaries.

Tokyo is a first-class international city with widespread English, global exposure, and professional sophistication. For many firms, it’s also the headquarters hub, which brings scale and opportunity. The downside is decision complexity: large organizations in Tokyo often require alignment across many stakeholders, slowing the process dramatically.

Mini-summary: Tokyo is open and high-value, but decisions can be slow due to layered consensus.

How should you approach Sendai and Sapporo?

Sendai and Sapporo often resemble Fukuoka in “outsider rarity” and conservative pace. English ability may be sparse, and trust develops gradually over repeat visits and small test steps. Sapporo has seasonal pockets of global exposure through ski tourism, but mainland business still typically moves cautiously.

Mini-summary: In Sendai and Sapporo, trust grows through repetition, patience, and incremental wins.

So what’s the real success factor for selling across Japan?

You can succeed anywhere in Japan, but only if you stop assuming uniformity. The consistent win-condition is:

1. identify what’s locally different,

2. respect how decisions and trust work there, and

3. build a tailored strategy per major region.

Mini-summary: Regional awareness plus local strategy is what turns Japan’s diversity into predictable growth.

• Japan’s regions act like distinct markets; geography shaped business culture by area.

• Tokyo’s norms don’t transfer automatically—especially pace, openness, and language comfort.

• Osaka favors direct, deal-oriented clarity; Kobe is internationally fluent; Kyoto and Nagoya demand extra time and credibility.

• The best national sales results come from region-specific strategies, not a single standard playbook.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.