East Asia

Which East Asian Market Should a US B2B Technology Company Enter First?

By Paolo Petrolini · Published 2 Oct 2026 · 4 min read

Why "Asia" is the wrong unit of planning

A US plan covers one country, one language and one way of buying. East Asia has none of that in common. Taiwan, Japan, South Korea and Hong Kong differ in language, in who makes the decision and in how enterprises buy.

A plan that says "launch in Asia" spreads a small budget across six markets and wins in none.

Start from what you already have

Look at your own business before you look at a map.

• Which countries do your inbound enterprise leads come from?
• Do any US customers have regional headquarters or factories there?
• Do your technology partners or resellers have a strong local office?
• Is your product tied to an industry that is concentrated in one country?

A single large customer asking for local support is a better reason to pick a market than its size.

How the markets compare for B2B

Japan. The largest enterprise market in the region. Buyers expect Japanese language, local support and a local partner. Decisions take time and are made by consensus. Customers stay for years once you are in.

South Korea. Fast, technically demanding buyers. A handful of large groups shape the market, and one strong reference changes everything. Local competitors are good.

Taiwan. The heart of the semiconductor and electronics supply chain. A natural first market for companies selling to hardware makers, manufacturers and their suppliers.

Hong Kong. A financial centre with common law and widely used English. A fit for companies selling to banks, insurers and professional services.

Three questions that decide it

1. Where is the buyer most like your US buyer? For most software companies that is Hong Kong, where English is widely used in business.
2. What does the product need to work locally? Language, integrations with local systems, data hosting and support hours.
3. How long can you wait for revenue? Japan rewards patience. If you need results within a year, start elsewhere.

A sequence that works

A common path for US B2B software is Hong Kong first, then Japan with a local partner, then South Korea. Companies tied to hardware often start in Taiwan or Japan because that is where their customers are.

Set a clear test before opening a second market, such as a number of paying customers and one local reference willing to speak for you.

I live in Taipei, and the pattern I see most often is a US company treating a regional office as proof of a regional business. An office is a cost. Customers in one market are the proof.

Common questions