Estonian tech companies in Japan – SusHi Tech fair, building relationships, and new market missions

In early May, Tehnopol, in collaboration with our Finnish partner GreenNet Finland, organised the first business mission to Japan. Representing Estonia were Tuge Energia, a manufacturer of small wind turbines, and R8 Technologies, a provider of energy efficiency platforms for buildings. The business mission was part of the FinEstJapan project.

Alongside the Estonian companies, two Finnish firms also took part: Nolla-E, which, like R8 Technologies, focuses on finding optimal energy solutions for building energy efficiency, and Helsieni, which offers circular economy solutions and mushroom cultivation systems for the food industry.

Japan is a market full of opportunities. Depending on the ranking, it is considered the world’s fourth or fifth largest economy. While extremely advanced in some sectors—such as the automotive industry—Japan remains a market with room for development in others, which continues to attract strong interest from Estonian companies.

Entering the Japanese market typically requires a longer period for relationship-building, meaning that the resources needed (time, finances, workforce) are significantly greater than for other distant markets. Japanese businesses take a highly meticulous approach to partnerships—thoroughly examining a company’s history, experience, and the actual substance and reliability of its product, service, or technology. Many aspects that might seem self-evident to Europeans are subject to separate scrutiny. Therefore, companies must be prepared for numerous business meetings over several months or even years.

However, once this series of meetings is complete and trust has been established—leading to discussions around signing an NDA, MoU or LoI—it is a clear sign of genuine interest in a business deal. Unlike in Europe, where pilot projects often last a few months to a year, in Japan they typically span three years. Japanese companies are also very selective about their partners initially, but once a choice is made, they tend to be extremely loyal. As such, the time and financial investment required to enter the market is usually offset by a long-term partnership.

The aim of the FinEstJapan project is to support Estonian and Finnish tech companies in entering the Japanese market over a 2.5-year period. To achieve this, project consortium members Tehnopol and GNF have recruited a local team of consultants in Japan, tasked with identifying suitable business leads and preparing companies for meetings. The project also supports participants through business missions to Japan, where the focus is on one-to-one business meetings and building new connections.

During the first mission in May, the companies had numerous private meetings and were also able to visit the SusHi Tech technology fair in their free time. The fair brings together representatives from major Japanese corporations and showcases many key players from the startup ecosystem. Its international setup makes it easy to network and establish new contacts. As part of the project, there are already plans to revisit the SusHi Tech fair in Tokyo next year.

The next business mission to Japan will take place in Osaka from 20–24 October. To participate, companies must have a clear interest in entering the Japanese market and have already conducted some initial background research to assess market suitability. The project offers further market analysis and potential leads through its local consultants. Additionally, all participating companies are required to undergo preliminary mentoring to help refine their value proposition and export strategy for the Japanese market.

To join the FinEstJapan project, please contact: Anu Puusaag, anu.puusaag@tehnopol.ee