On July 23rd, X-HUB TOKYO, a platform which supports overseas expansion of Tokyo-based startups, held the FY2025 X-HUB TOKYO #4 Overseas Expansion Seminar titled “Global Strategy for Startups ~ Customer acquisition methods and overseas exhibitions ~.”

In this event, we provided an overview of X-HUB TOKYO, strategies for startups competing overseas, and participation in overseas exhibitions as a way to acquire customers.

In the first half of the event, Dr. Masaru Nagura, Director, CIC Institute, explained the strategy of startups to develop overseas markets, the importance of exhibiting at overseas exhibitions, and how to prepare.

In the second half of the event, we invited Ms. Yuka Kayama, Director COO, Ashirase, Inc., experienced startups that were selected for this project and played an active role in the local ecosystem and overseas exhibitions, and Mr. Seiji Takeuchi, CEO, Olive corp., as guests. Dr. Nagura facilitated a panel discussion about their efforts in overseas expansion and their experiences in exhibiting at exhibitions.

Keynote Speech ” Startups’ Strategies for Developing Overseas Markets”

Director, CIC Institute Dr. Masaru Nagura

First of all, we would ask Dr. Masaru Nagura, Director, CIC Institute, about his strategy for developing overseas markets for startups. When a Japanese startup wants to expand overseas, what should be the first step in preparation?

The first thing I would like to tell you is that it is often too late to go overseas after first succeeding in the Japanese market. Products that are optimized for the Japanese market may not be accepted in the global market. Especially in foreign countries where cultures, languages and values differ greatly, there are many cases where Japanese common sense does not apply. Therefore, it is important to design products and build hypotheses from the initial stage of business with an eye toward global expansion. When selecting a destination, a comprehensive evaluation is required from multiple perspectives, including market size, growth potential, barriers to entry, potential for expansion into third countries, accessible resources, and entry costs. For example, while the United States has a huge market, competition is fierce and the cost of entering the market is high. On the other hand, countries in the Middle East and Asia have a certain amount of room for growth, and there are cases where they can become the first step for expansion in neighboring countries due to their common language and business practices. It is important to accurately assess the merits and demerits of each country.

What are your thoughts on how to acquire customers overseas?

When you expand into international markets, you may not immediately find the right customer or channel. Therefore, the key is to be aware of the speed of hypothesis testing and to cycle through market research, hypothesis building, dialogue with customers, and verification dozens of times at the fastest possible speed. It is necessary to flexibly revise assumptions while confirming at the site the target customer segment, its needs and pain points. Going to many overseas exhibitions every year, I think that the great advantage of exhibitions is that I can get responses on the spot in real time through dialogue with local visitors and other exhibitors. Business negotiations often begin on the spot, and exhibitions are very useful not only for customer development but also for PR, matching, competitive research, and understanding of industry trends. In addition, follow-up after the exhibition is extremely important. In Japan, there are many cases where it ends with exchanging business cards, but in foreign countries, it is normal for a business negotiation to take place only after persistent contact. Persistence and repeated contact will lead to results.

When exhibiting, please tell us the key points of selecting an exhibition suitable for your company and how to use it effectively.

When selecting an exhibition, it is necessary to check the size and growth potential of the local market in which entry is expected, as well as whether there are barriers to entry such as restrictions on foreign investment. It also depends on whether the expansion into the country leads to expansion into neighboring countries, whether there is a common language and culture, and whether there is easy access to resources such as financial and human resources. In addition, you should carefully consider whether the costs of exhibition and operation are realistic. For example, Viva Technology, the latest technology trade show in Paris, France, is a great show for startups targeting the European market. Its emphasis is on open innovation, and it has many contacts with large companies, and it offers many opportunities for collaboration. However, other trade shows may be more appropriate for companies focused on the U.S. market. And the preparation after the exhibition is decided largely influences what you can get in the end. You will be asked how seriously you can: prepare for the preparation materials in multiple languages, SNS, websites and staging of demonstrations in English and so on. The exhibition is truly a stage of “anything goes.” I believe that ingenuity and strategic use are the keys to success.

Panel discussion with Experienced Entrepreneurs

From top left, Mr. Seiji Takeuchi, CEO, Olive corp. Ms. Yuka Kayama, Director COO, Ashirase, Inc. (top right) Dr. Masaru Nagura, Director, CIC Institute (bottom center)

The second half of the event will be a panel discussion. Dr. Nagura will continue as facilitator. The panelists include Ms. Yuka Kayama, Director COO, Ashirase, Inc. and Mr. Seiji Takeuchi, CEO, Olive corp., who have been selected for the X-HUB TOKYO OUTBOUND PROGRAM and is currently expanding overseas. Please introduce yourself and tell us about the progress of overseas expansion.

Ms. Kayama: Nice to meet you. My name is Kayama from Ashirase. Our company is a Honda-based startup that develops and sells navigation devices that help visually disabled people walk. The impetus for full-fledged overseas expansion came when we exhibited at the “CES” technology trade show in the United States in 2023 and received the Innovation Award, which gave us the impression that our technology could be used worldwide. In 2024, we participated in the Europe Course of the X-HUB TOKYO OUTBOUND PROGRAM. Utilizing the networks acquired during the program and connections at MWC (4YFN), one of the largest trade shows in the mobile industry, held in Spain in March 2025, overseas expansion is in full swing. Mr. Takeuchi: This is Takeuchi from Olive. Our company provides a sentiment analysis service that analyzes biological data and visualizes the causal relationship between a person’s emotions and behavior and decision-making. “Digitize emotion” is rare in the world, and many people are interested in it. However, there are many issues regarding how to use it. Therefore, we participated in three exhibitions, including the Singapore Course of the X-HUB TOKYO OUTBOUND PROGRAM, in order to identify overseas needs and appropriate markets, and are currently strengthening the international expansion of our business.

Please tell us how you utilized the support program for overseas expansion, and what you learned and gained from the overseas exhibition.

Ms. Kayama: Participating in the X-HUB TOKYO program provided me with many opportunities for training and business matching before the exhibition. In particular, it was very valuable to receive specific advice from my mentor about slide preparation and the structure of the brochure from a perspective different from that of the Japanese market. I feel that it is important to approach exhibitions with a sense of purpose. In the case of our company, the target audience is people with visual impairments, and there may be few people directly involved in the event, but there are some unexpected people from the industry who are interested in the event, and it was useful as a survey of such needs. For example, at the exhibition in Spain, the technology department of the football team approached us and we learned a lot. Also, I feel that it was effective to divide the roles of booth staff and sales staff during the exhibition. Mr. Takeuchi: Through the program of X-HUB TOKYO, I realized the value of support before the exhibition. But I think getting there first is an important first step for a startup, rather than thinking as “If you’re not fully prepared, you shouldn’t participate.” Our company was originally composed of a multinational team, and it was a strength that we had a system in place to communicate in English. In addition, interpreters were introduced in some exhibition locations, and efforts were made to communicate in local languages. I feel that if we can communicate, the other person’s reaction and trust will change greatly. It’s also important not to get too greedy, as you’ll want to do a lot of different tasks at a trade show. In the case of our company, for example, last year we focused on “understanding market needs” and this year we focused on “customer acquisition”. I feel that setting clear goals according to the phases leads to more effective results.

Finally, what is your message for startups that are planning to expand overseas?

Ms. Kayama: I personally experienced overseas expansion firsthand, saying that the scenery you see is different unless you dive in. I’m still not good at speaking in English, but I am determined to do something about it. In Spain, I’m doing business with two colleagues who were scouted there, and I feel that it is more important than language skills to “draw up a future together.” Don’t be afraid, try it! Mr. Takeuchi: Anyway, please go abroad first. This experience will eventually have a positive impact on our business activities in Japan. I’m sure that the knowledge and perspective gained in the field will be a bigger harvest than I imagined!

Thank you very much for sharing your valuable experiences and advice!

In this event, we invited startups and experienced entrepreneurs who are developing their business overseas to take the stage to explain how to cultivate overseas customers and how to use the exhibition in concrete terms. Moving forward, X-HUB TOKYO will continue to provide the latest information on the characteristics and attractions of overseas startup ecosystems, as well as strategic approaches for expanding abroad.