Taiwan, Japan, South Korea and Hong Kong sit close together on a map and buy technology in completely different ways. For US and European companies choosing where to start and how to sell.
The one where you already have customers, partners or supply chain ties. If you have none, use this as a guide.
Choose it if you sell into semiconductors, electronics or manufacturing.
Read moreYour customers are there. Enterprises usually buy through local partners, decisions are made collectively, and buyers expect the product, the contract and the support in the local language. More on Taiwan
Choose it if you want the largest enterprise market and can commit for 18 months or more.
Read moreBuyers decide by consensus and buy through system integrators and distributors, so plan for a long first cycle. A local entity adds real credibility with enterprise buyers. More on Japan
Choose it if a large Korean group already uses your product, or your industry is led from there.
Read moreFast, demanding buyers and strong local competitors. Enterprise sales usually go through local partners, and the product, the contract and the support need to be in Korean. More on South Korea
Choose it if you want the fastest first customers in English.
Read moreCommon law, widely used English and buyers who are used to foreign vendors: banks, insurers and professional services firms. Direct sales to large accounts are common. The market is small.
Assuming direct sales. In Japan and South Korea, system integrators and distributors sit between you and the customer.
Expecting one decision-maker. Agreement is built among many people before any formal meeting.
Relying on references from home. Buyers want proof from a company like theirs, in their country.
Translating the product instead of localising it. Layout, sign-up, payment and trust signals all differ.
Rushing the relationship. Trust is built in person, over time, and it cannot be done from headquarters.
I do that work for your product in the market you choose: the research, the target customer, the positioning and messaging, the UI and UX localisation review, the pricing, the choice of channels and partners, and the launch plan. I work with local consultants in each market, and I can manage the launch.
I live in Taipei, in the same time zone as Hong Kong and an hour behind Tokyo and Seoul, so the work is done from inside the region. At launch you get a handover that sets your team up to grow: what to measure, what to watch for and what comes next.
LaunchPlan for 12 to 18 months to reach repeatable sales in a first market, and longer in Japan or in regulated sectors.
Not always for first sales. Many companies start through a distributor or system integrator and set up an entity once revenue justifies it. In Japan a local entity adds a lot of credibility with enterprise buyers. Take local legal and tax advice.
In Japan, South Korea and Taiwan, usually yes for enterprise sales. In Hong Kong, direct sales to large accounts are common.
In Japan, South Korea and Taiwan, yes, including contracts and support. In Hong Kong, English is accepted for B2B.
You get the list of who to approach and how. Your team makes the contact and builds the relationship.
In depth: Which East Asian market first? · Why US playbooks fail in East Asia · Distribution partners in East Asia
Tell me the product and the country. I'll tell you straight whether I can help.
