At Exporta 2001, the seminar "How to do business with Japan: support for Spanish exporters from JETRO" took place, organized by the Japan External Trade Organization (JETRO), and with the presence of Makoto Ogasawara, Director General of JETRO in Madrid, presented the basic lines of Spanish exports to Japan.
A successful export to Japan is the result of in-depth prior research and the combination of three essential conditions on the part of the exporting company: "being successful in its own market, having successfully integrated into other markets and having an original, high-quality product at a competitive price," said Ignacio Blanco, Director of Economic Studies at JETRO in Madrid.
The significant cultural differences between Spain and Japan necessitate prior consultation and cultural understanding. Ignacio Blanco points out that "practices such as presenting a business card—which must follow specific steps that should be respected as if it were an ancient ritual—or greetings—always on equal terms, given the strong hierarchical structure of Japanese companies—can be key to a successful business deal, as Japanese companies place great importance on these matters."
Blanco also emphasized the importance of strict punctuality in Japanese culture. Because Japan is a highly concentrated country—its land area is smaller than Spain's, yet its population is three times larger—the organization and systematization of the business process, in this case import and distribution, has been taken to the extreme of precision.
That is why the Japanese businessman places great importance on the punctuality of the product's arrival, since most of the clients are importers who buy the products already related to distribution: everything is already arranged, down to the last client.
Furthermore, successfully launching a business venture in Japan requires conducting a series of market studies across various fields. These studies, along with the organization of conferences and seminars in different sectors, are among the attractive support services that the Japanese Export Promotion Agency (JETRO) offers to entrepreneurs. JETRO also provides exporters with the opportunity to connect with potential Japanese clients and assistance in setting up operations in Japan "for a period ranging from 10 days to 4 months, making an office available to any company that requires it completely free of charge," said Seiichi Kubotera, JETRO advisor, at EXPORTA 2001.
On the other hand, a significant promotional effort is needed in Japan, a country where Spain is still perceived as a nation of artisanal products and little industrialization. However, Japan has a major advantage over other countries: guaranteed payment.
According to the Japanese trade office, the sectors with the greatest potential for success in the Japanese market are the automotive sector, the environmental sector (especially the wind energy sector), software, housing, and cured ham as the star product of Spanish gastronomy.
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