Episode 50

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Published on:

8th Apr 2024

Barking up the right tree! The K9 Natural success story of selling premium pet food in the Japan market

We dive into the fascinating world of pet ownership and dog trends in Japan with our guest, Takayuki Ichikawa, from K9 Natural, a premium New Zealand pet food product being sold in the Japan market. Takayuki shares insights into the growing humanization trend for pets in Japan, where they are treated as valued family members. We also explore the success of K9 Natural in the Japanese market, the power of word-of-mouth promotion, and the importance of understanding the Japanese market for New Zealand businesses. Tune in for an engaging conversation that sheds light on the evolving pet industry in Japan and the potential for international collaboration.

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In this episode you’ll hear:

  • Why Takayuki decided to try his hand at dog food after working with premium brands
  • His top three things to keep in mind when entering the Japanese market
  • How to avoid a huge marketing budget and build a community of loyal customers
  • His top tip of all for what will make your product a success in a mature market like Japan

About Takayuki Ichikawa

Before joining K9 Natural Japan, in July 2023, Ichikawa san had a wealth of experience in the F&B industry in Japan in Sales and MD roles with household brand names such as Coca-Cola Bottlers Japan Inc., Johnson & Johnson Vision Care, Godiva Japan Inc. Nestle Nespresso K.K. and MHD Moet Hennessy Diageo K.K.

Links

https://www.naturalpetfoodgroup.com/

https://www.k9natural.jp/

Jandals in Japan is brought to you by Catherine O’Connell Law and PodLaunch with Jayne

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About the Podcast

Jandals in Japan
Bringing The Land of the Long White Cloud to The Land of the Rising Sun
The best show about New Zealanders doing business in Japan, bringing The Land of the Long White Cloud to The Land of the Rising Sun
How do you build a brand in Japan and nurture a loyal customer base?
What do you need to have in your tool belt if you are thinking of coming to Japan to launch a business here?
Japan is often considered to be in the "too hard" basket but we are here to open up the black box of doing business in Japan.
We will share stories from successful Kiwis selling their products and services here in Japan.
They'll tell you their tips for success and pitfalls to avoid.
They'll share their challenges and what they did to overcome them.
They will tell you things you can't find in textbooks or on the internet.
We will also be sharing the latest intel and insights on Japan from our on-the-ground presence
And you'll hear some super business culture and other tips from us sprinkled throughout.
Grab a glass of sake and let's get into it.
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About your hosts

Jayne Nakata

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Jayne Nakata is a Southland girl who arrived in Japan in 2002, planning to stay just two years. 20 years later she is still living in Fukushima Prefecture with her Japanese husband and two children. When the triple disaster hit in 2011, Jayne made the commitment to stay in Fukushima and contribute to rebuilding the area. She is the host of the award winning podcast Transformations with Jayne, which is a favourite with international women living in Japan. She is also the double award winning podcast producer and manager for PodLaunch with Jayne.

Catherine O’Connell

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Originally from Christchurch, Catherine O'Connell has lived in Japan since 2002. Catherine has over 20 years working at brand-name Japanese corporations as legal counsel. In 2018, Catherine launched her own boutique law firm in Tokyo, which has become become a multi-award-winning business. She is Vice Chair of the Australian & New Zealand Chamber of Commerce in Japan, Audit & Supervisory Board Member at TOYOTA Motor Corporation & FUJITSU Limited. As well as the Jandals in Japan Podcast, she hosts the award-winning Lawyer on Air Podcast.