In this episode of the Scaling Japan Podcast, we welcome back Kenneth Jeng, Product + Operations Lead at Persona, and experienced contributor to startup ecosystems in both Japan and the U.S.

This is Part 2 of our conversation with Kenneth, recorded in November 2024, and focused on the human side of ecosystem building, community, culture, and mindset.

Kenneth shares why Japan continues to struggle with early-stage adoption and authentic community building, and how individuals (not just public programs) must take initiative. He also gives a candid take on grant structures, founder engagement, and what real progress could look like.

If you’re a founder, policymaker, or ecosystem builder working in Japan, this episode offers a unique lens on what’s still missing and what we can each do to contribute.

AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC. They can help you with:

• Localized storytelling to build trust in Asian markets
  

• Strategic performance marketing for measurable growth
  

• Account‑based marketing (ABM), paid media, GEO, and SEO
  

• HubSpot‑certified CRM & marketing automation
  

• Data‑driven implementation with cultural expertise
  

⁠Learn more about AIM B2B

Show Notes:

00:00 – Introduction

00:43 – Hot Take on Challenges and Gaps

14:00 – Why People are Involved in Startup Ecosystem and Why in Japan

16:20 – Building Network

22:15 – Early Adopters or Not?

27:10 – Contributing to the Community

36:20 – Grants and Funding for Startups

42:00 – Last Messages and Hot Takes

Links from Guest Appearance: 🔗 Connect with Kenneth Jeng on LinkedIn – https://www.linkedin.com/in/kennethjeng/

Coaching with Tyson

Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services.

📈 Visit here to learn how he can help

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we’re joined by Kenneth Jeng, a Japan Startup Ecosystem Veteran and a long-time ecosystem builder who has worked across the U.S. and Japan.

This is Part 1 of a two-part series recorded in November 2024 with Kenneth.

Kenneth shares hard-hitting insights on what’s really holding Japan’s startup ecosystem back — from the cultural and structural roadblocks to limited business development capabilities and lingering visa barriers for foreign entrepreneurs.

He offers a rare comparison between Japan and the U.S. startup environments, outlining why IPOs in Japan don’t function like exits, how the country’s high living standards may be dulling entrepreneurial hunger, and why so many promising startups stall before reaching scale.

If you're a founder, investor, or policymaker interested in Japan's startup space, this is a must-listen for understanding where things stand and what’s starting to change.

Stay tuned for Part 2 where we go deeper into founder mindsets, investor culture, and the future of Japan’s startup growth.

AIM B2B – Integrated Marketing & PR in Asia

This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.

They can help you with:

- Localized storytelling to build trust in Asian markets

- Strategic performance marketing for measurable growth

- Account‑based marketing (ABM), paid media, GEO, and SEO

- HubSpot‑certified CRM & marketing automation

- Data‑driven implementation with cultural expertise

Learn more about AIM B2B

Show Notes:

00:00 – Introduction

02:55 – Differences in Ecosystems

07:45– Current Narratives and Trends

12:38 – IPO in Japan

16:27 – Immigration and Visa for Startups in Japan

18:57 – Living Standard in Japan for Entrepreneurs

26:30 – Pros of Japan Startup Ecosystem

31:20 – Venturing and Scaling

41:42 – Comparing Growth Rate

46:30 – Importance of Business Development & Team

51:17 – Scaling in Japan

Links from Guest Appearance:

🔗 Connect with Kenneth Jeng on LinkedIn – https://www.linkedin.com/in/kennethjeng/

Coaching with Tyson

Looking to take your business to the next level?

Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services.

📈 Visit here to learn how he can help

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome back Rina Sakuraba, Founder and CEO of Coaching Leaders Japan, for Part 2 of our deep dive into Japanese communication and leadership culture.

Rina breaks down two essential concepts that drive how people communicate and make decisions in Japan, Honne (true feelings) and Tatemae (public face). These cultural dynamics impact everything from feedback and trust to accountability and external negotiations.

You’ll learn how to spot the subtle signs of Tatemae, how to encourage honest feedback (Honne) in your teams, and how to avoid miscommunication that could derail a project.

If you’re a business leader, consultant, or team member operating in Japan, this episode is packed with real-world examples and practical strategies to help you build stronger, more transparent relationships in a culturally respectful way.

AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008. They have recently rebranded to AIM B2B, helping global brands expand across Japan and APAC.

• Localized storytelling to build trust in Asian markets • Strategic performance marketing for measurable growth • Account‑based marketing (ABM), paid media, GEO, and SEO • HubSpot‑certified CRM & marketing automation • Data‑driven implementation with cultural expertise

Learn more about AIM B2B : hi.switchy.io/h7TM

Show Notes:

00:00 – Introduction

01:47 – What is Ho-Ne and Ta-te-maye?

15:16 – How does Ho-Ne and Ta-te-maye affect business?

23:21 – Management, Ho-Ne and Ta-te-maye

26:30 – How to balance Ho-Ne and Ta-te-maye in meetings

30:31 – Applying it in external negotiation with companies

34:20 – How do you know if someone is speaking Ta-te-maye?

43:10 – Methods to gently express Ho-Ne

46:30 – Accountability

49:10 – Key Notes

Links from Guest Appearance:

🔗 Connect with Rina Sakuraba on LinkedIn – https://www.linkedin.com/in/rinasakuraba/

🔗 Coaching Leaders Japan – https://coachingleadersjapan.com/

Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Rina Sakuraba, Founder and CEO of Coaching Leaders Japan, an executive coach and cross-cultural leadership expert who helps professionals build deeper communication and emotional safety inside Japanese companies.

Rina breaks down the concept of ne-mawashi, Japan’s behind-the-scenes alignment process and why it’s essential for getting real buy-in from teams, not just silent nods.

She shares how foreign managers and Japanese leaders can improve communication through coaching, build trust with quieter team members, and avoid the common pitfalls that cause ne-mawashi to backfire.

One surprising insight: many teams mistake information-sharing for alignment. Rina explains how leaders can transform one-way communication into real consensus-building.

If you’re managing a Japanese team, selling into Japan, or navigating cross-cultural leadership, this episode is packed with honest and actionable advice.

AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC. They can help you with:

• Localized storytelling to build trust in Asian markets
  

• Strategic performance marketing for measurable growth
  

• Account‑based marketing (ABM), paid media, GEO, and SEO
  

• HubSpot‑certified CRM & marketing automation
  

• Data‑driven implementation with cultural expertise

Learn more about AIM B2B

Show Notes:

00:00 – Introduction

03:00 – Why Anthological Coaching is Important

07:55 – What is Ne-mawashi

15:02 – Purposes of Ne-mawashi in Japanese Culture

25:05 – How to Set a Comfortable Environment for Sharing Concerns

30:00 – Challenges Leaders Face with Ne-mawashi

39:27 – Techniques for Better Practice

Links from Guest Appearance: 🔗 Connect with Rina Sakuraba on LinkedIn – https://www.linkedin.com/in/rinasakuraba/

Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we’re joined by Robert Heldt, CEO of AIM B2B, to explore how marketing in Japan is transforming.

Robert shares exclusive data and insights from the 2025 State of Marketing report in Japan and across APAC. From skyrocketing AI adoption to a sharp dip in content marketing effectiveness, this episode unpacks what’s changing, why it matters, and how companies can adapt.

If you’re a marketing leader, brand manager, or agency working in Japan, this episode is your inside guide to what’s working and what’s next.

AIM B2B – Integrated Marketing & PR in AsiaThis episode is sponsored by AIM B2B, Tokyo’s leading integrated marketing and PR agency since 2008, formerly known as Custom Media. Helping global brands grow across Japan and the APAC region with:

• Localized storytelling to build trust

• Strategic performance marketing for measurable growth

• Account‑based marketing (ABM), paid media, GEO, and SEO

• HubSpot‑certified CRM & marketing automation

• Data‑driven implementation with cultural expertise

Learn more: https://aim-b2b.com/

Show Notes:

00:00 – Introduction

01:12 – Overview of the Podcast

02:10 – Recap on 2024 Report

03:10 – Surveys on Marketing Report

06:15 – Significant Changes in Results: AI Usage for Marketing

07:50 – Findings About Similarities: Storytelling, Content Objectives

09:52 – Report Regarding Usage of Generative AI and AI in General

14:00 – Significant Changes in Results: Content Marketing as A Strategy

18:36 – Story of Rebranding AIM B2B from Custom Media

24:50 – Finding that Impacted AIM B2B’s Strategy: Outsourcing

39:07 – Types of Content from B2B Companies

41:30 – Importance of Thought Leadership Content

45:55 – Content Marketing Trends in Japan

49:32 – Top 3 Skills Marketers Will Need

50:45 – How AIM B2B is Scaling Clients’ Success

52:33 – How to Connect with Robert

Links from Guest Appearance:Robert Heldt on LinkedIn : https://www.linkedin.com/in/robertheldt/

Link to Report : https://aim-b2b.com/blog/longform/content-marketing-japan-2025-insights/

AIM B2B Podcast : https://aim-b2b.com/podcast/

AIM B2B: https://aim-b2b.com

Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Learn more: https://scalingyourcompany.com

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Fariza Abidova, CEO of Trusted Corporation, and a seasoned expert in cross-border innovation, corporate partnerships, and global HR development.

Fariza shares what’s really happening inside Japan’s corporate innovation ecosystem from the invisible blockers within large organizations to the cultural nuances that slow down high-potential projects.

She dives into why open innovation often fails to scale, which Japanese cities are becoming more startup and innovation-friendly, and what kind of timeline expectations foreign partners should really have.

She also pulls back the curtain on hard truth facts as: after 3/4 years of running pilot innovation projects, many companies shut them down if revenue isn’t produced, regardless of long-term potential.

If you’re a startup founder, consultant, or part of a government innovation program working in or with Japan, this episode is your inside guide to navigating corporate innovation here.

AIM B2B – Integrated Marketing & PR in Asia

This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.

They can help you with:

• Localized storytelling to build trust in Asian markets
  

• Strategic performance marketing for measurable growth
  

• Account‑based marketing (ABM), paid media, GEO, and SEO
  

• HubSpot‑certified CRM & marketing automation
  

• Data‑driven implementation with cultural expertise
  

⁠Learn more about AIM B2B

Show Notes:

00:00 – Introduction

03:05 – Why Accelerating Innovation in Japan

08:05 – Open Innovation

14:10 – Working with Japanese Corporations

19:45 – Innovation Challenges in Japanese Companies

23:05 – Secret Challenges Only Insiders Know

29:50 – How to Foster Innovation in Corporates

31:50 – Cities in Japan to Launch Innovation Projects

35:30 – Strategies for Accelerating Innovation

43:30 – Government Policy Shifts

50:10 – Tips for Engaging with Large Corporations

52:05 – Timelines: Japan vs Global

56:31 – Final Message from Fariza

Links from Guest Appearance: 🔗 Connect with Fariza Abidova on LinkedIn – https://www.linkedin.com/in/fariza-abidova/

Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services.

📈 Visit here to learn how he can help

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Bela Schweiger, President and CEO of Enter Japan K.K. Bela brings over 20 years of leadership experience at global firms including The Coca-Cola Company, Nokia, Häagen-Dazs, and L’Oréal.

Bela shares essential insights on how retail distribution works in Japan, including the roles of trading houses, drugstores, convenience stores, and corporate buyers. He also provides practical strategies for handling Japanese distributor inquiries and how to pitch your brand effectively in a market known for its high standards and relationship-driven business culture.

If you're aiming to launch or expand your consumer product in Japan, this episode is a must-listen for learning how to enter and grow in Japan’s highly structured retail landscape.

---AIM B2B – Integrated Marketing & PR in Asia

This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.They can help you with:

• Localized storytelling to build trust in Asian markets

• Strategic performance marketing for measurable growth

• Account‑based marketing (ABM), paid media, GEO, and SEO

• HubSpot‑certified CRM & marketing automation

• Data‑driven implementation with cultural expertise

Learn more about AIM B2B

Show Notes:
0:00 – Introduction

1:11 – Overview of Retail Distribution in Japan

8:03 – Major Beverage Brands of Japan

15:35 – Role of Trading Houses (Sogo Shosha)

26:01 – How to Handle Inquiries and Leads from Japanese Distributors

33:57 – Comparing Corporate vs. Small Retail Partners

37:18 – Growth of Drug Stores and Convenience Stores as Retail Channels

40:21 – How to Localize Marketing for Japanese Consumers

44:01 – Tips on How to Pitch Your Brand in Japan

49:14 – Key Takeaways from Bela Schweiger

Links from Guest Appearance:
📘 Intercultural Leadership: Exercises in Action by Sierk A. Horn – Read here
🔗 Connect with Bela Schweiger on LinkedIn – https://www.linkedin.com/in/belaschweiger/

Coaching with Tyson
Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services.
📈 ⁠⁠⁠⁠⁠Visit here to learn how he can help

🎤 Send in a voice message:⁠⁠⁠⁠https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome back Robert Heldt, CEO of Custom Media—a comprehensive B2B marketing, branding, and PR agency serving global enterprises expanding into Japan. Robert shares new insights from their latest survey on B2B content marketing trends, revealing what surprised him most and how Japanese companies approach storytelling differently than their Western counterparts.

If you’re looking to fine-tune your B2B content strategy for the Japanese market, this episode is a must-listen!

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Show Notes:

0:00 – Introduction

2:40 – What is the survey about?

7:09 – What findings surprise you the most?

11:28 – How Japan tells business stories compared to the West

14:52 – How Japanese companies show themselves to be reliable

16:04 – Cases on how Robert helps a company with storytelling to enter the Japanese market

18:38 – How to get your Japanese customers to give you testimonials

19:34 – How working with an international business benefits a Japanese company

21:10 – Japan’s market view on Generative AI

27:01 – How Custom Media Uses Generative AI

30:20 – Maintaining content quality and scaling production

33:52 – What is a content syndication partner?

36:23 – The future of content marketing in Japan

44:00 – Additional insights from the survey report

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Links from Guest Appearance:

⁠LinkedIn⁠

Link to the Report

How Custom Media Wins Two Campaign Asia Awards

Coaching with Tyson

Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 dollars with his coaching and advisory services.

⁠⁠⁠⁠Visit here to learn how he can help⁠⁠

---

Send in a voice message:

⁠⁠⁠https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message⁠