Market
Launching a product brand in Japan
Japan rewards patience and punishes loose quality. Regulatory roles need a Japanese-based party in several categories, and buyers notice defects a factory elsewhere might wave through.
How to launch a private label brand in Japan
To launch a private label brand in Japan, secure a Japanese partner or entity for the regulated roles, translate every label into Japanese, and raise your quality standard before shipment. Cosmetics show the point: importing and selling them requires a marketing licence issued by the prefecture, held by a company with a qualified supervisor based in Japan. Storing, packing or labelling goods needs a further manufacturing licence.
Japan also has a mature OEM culture, with many contract producers used to making for brands, so local production can be a realistic alternative to import. Whichever you pick, buyers will care about appearance, packaging, consistent quality and reliable communication. A defect rate that passes elsewhere can end a relationship here.
For food, importers file a notification with MHLW for each consignment under the Food Sanitation Act. Food labels must be in Japanese. This page is general orientation, and several English-language official sources are older, so our team checks with a licensed Japanese specialist for each product before anything is committed. See compliance and OEM and ODM.
Who does what in Japan, by product group
The importer normally holds the legal role.
| Group | Who is responsible | Product rule | Trademark route | Packaging and labels |
|---|---|---|---|---|
| Cosmetics | Japan-based marketing licence holder | PMD Act: prefectural licence, product notification, compliance with Standards for Cosmetics; products with active ingredients are generally quasi-drugs needing approval | Japan Patent Office, or Madrid designating Japan (member since 14 March 2000) | Full ingredient list on the container, with marketing company name and batch; Japanese language |
| Food and supplements | Japanese importer | Food Sanitation Act import notification; Foods with Function Claims notified to the Consumer Affairs Agency before launch, with GMP required since the transition ended 31 August 2026 | As above | Food Labeling Act, in Japanese |
| Kitchenware | Japanese importer | Food Sanitation Act covers apparatus, containers and packaging, with notification for each import | As above | Household Goods Quality Labeling Act can cover plastic goods |
| Electronics | Japanese importer as notifying supplier | PSE under the Electrical Appliances and Materials Safety Act; radio devices under the Radio Act | As above | PSE label; items without it cannot be sold |
| Textiles and pets | Japanese importer | Household Goods Quality Labeling Act for textiles; Pet Food Safety Act for dog and cat food | As above | Set by the relevant Act |
Importers of goods in packaging can have duties under the Containers and Packaging Recycling Law, and small-scale exemptions may apply. Toys for infants are subject to Food Sanitation Act standards, according to older JETRO guidance that we reconfirm per project.
Before first shipment
Set the partner first, since most items below depend on it.
- Japanese importer or entity named for each regulated role
- Licence and notification route confirmed with the prefecture or ministry concerned
- Label in Japanese, reviewed for mandatory items and for claims
- Inspection standard raised to Japanese buyers’ expectations, including cosmetic defects and packaging
- Product tests matching Japanese standards, not only EU or US reports
Main channels and how they work
Trust builds slowly, and it often comes through intermediaries.
Rakuten and Amazon Japan
The usual online entry points, with different store models. Rakuten stores are more shop-like and need attention. Check who is importer of record in every case.
Trading companies and importers
Often essential. They handle licences, relationships and stock, for a margin. Sign with care, as they can be hard to replace.
Japanese OEM producers
Mature in cosmetics and food. Small minimums may be possible for some products, and the quality culture comes built in. Check rights to the formula.
Frequently asked questions
Can a foreign company sell cosmetics in Japan directly?
Selling imported cosmetics requires a marketing licence from the prefecture where the responsible office is located, with a qualified supervisor, so a foreign firm generally works through a Japanese licence holder or its own Japanese entity. Packing or labelling in Japan needs a separate licence.
What is the PMD Act?
Japan’s Act covering pharmaceuticals, medical devices, cosmetics and quasi-drugs. A cosmetic that meets the Standards for Cosmetics with a full ingredient list follows a notification route, while a product with active ingredients is generally a quasi-drug and needs approval.
Does electronics need a PSE mark?
Items designated under the Electrical Appliances and Materials Safety Act do, and sale without the label is prohibited. Importers carry the duty. METI states that a foreign legal person generally cannot notify import business unless registered in Japan, with some exceptions.
Is Japan a good first market?
Rarely, unless you have a Japanese partner, or your product is unusually well suited. The bar for quality and service is high, and building trust takes time. We usually suggest testing one or two products through a partner before committing fully.
Have a product idea? Check it before you buy stock.
Send a short brief. We tell you what we think, including when we think you should not do it.
Tell us about your brand
A few lines are enough: what you want to sell, where and to whom. We reply with an honest view of feasibility, the stages you need and the next step.
- No obligation: the first review of your idea is free
- If we think the idea will not pay back, we say so
- Your idea stays confidential; we can sign an NDA
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