120 million consumers, high quality standards, and a culture of trust – this is the Japanese market, where more and more Latvian companies are taking their first steps. In addition to participating in the world's largest exhibition, EXPO 2025 Osaka, several dozen economic cooperation and business events have already taken place and continue to take place as part of a specially developed business program, in which Latvian companies are also widely represented. The goal is to strengthen our country's presence in Japan and open new doors for entrepreneurs, laying a strong foundation for long-term cooperation.
To help entrepreneurs prepare for entering this market, the Investment and Development Agency of Latvia (LIAA) is implementing Latvia's participation in Expo 2025 Osaka and, since 2024, has been offering a specially designed Expo business program that provides not only various business activities in the Baltic Pavilion and Expo 2025 Osaka, but also participation in various industry exhibitions and B2B events in Japan. These activities provide an opportunity to present the products and services of Latvian companies, establish contacts, and help implement long-term partnerships with Japanese companies. This initiative is complemented by a series of discussions called EXPOrta Talks, where entrepreneurs and industry experts share their practical experience on how to build cooperation with the Japanese, what state support tools are available, and how to achieve long-term success in one of the most developed, yet at the same time most conservative markets in the world.
"Japan is one of our strategic directions – a country with a strong economy and close ties to the European Union. Latvian entrepreneurs have every opportunity to succeed here if they invest in trust, quality, and long-term cooperation," emphasizes Ieva Jāgere, Director of the Investment and Development Agency of Latvia (LIAA).
Japan – a market that values quality and patience
Experts acknowledge that the Japanese market offers vast opportunities, but requires careful preparation. "In Japanese business culture, decision-making is hierarchical and conservative. That is why participation in international forums and missions helps companies demonstrate their reliability and quality. The Japanese delve into every detail, and the cooperation process can be long, but once trust is gained, it is stable and lasting," emphasizes Lāsma Līdaka, Commissioner General of Latvia's participation in EXPO 2025 Osaka.
The experience of Latvian companies confirms this – LatEkoFood, Printful x Printify, Rāmkalni Nordeco, Fortes, Aretai, and others are successfully conquering the Japanese market, from niche products and organic produce to innovative energy solutions. Their experience shows that the road to Japan begins with market research, patience, and careful relationship building.
In the discussion series EXPOrta sarunas, together with the Investment and Development Agency of Latvia (LIAA), the Latvian Embassy in Japan, and representatives from various industries, we discussed how to build business bridges with Japan and how the state can help, what to expect and what to be prepared for, in order to build trust step by step, overcome cultural differences, and find a way into this distant but potentially lucrative market. Learn more about the experiences of companies from various industries working in Japan in the three episodes of the discussion series HERE.
Latvia's door to Japan is open
This year is an important year for Latvia in terms of expanding exports to Japan – participation in EXPO 2025 Osaka and the accompanying business program has already helped entrepreneurs to form new partnerships and strengthen Latvia's image as a reliable, creative, and innovative country.
From food to energy and smart technology solutions, Latvian companies are finding niches where Japanese demands become a benchmark for quality and a basis for long-term cooperation. Latvian companies are encouraged to continue to use the support provided by the LIAA and the Latvian Embassy in Japan to enter the Japanese market. The LIAA offers funding for market research, organizes business meetings with partners according to the specifics of a particular company, and provides consultations on Japanese business culture, etiquette, and market specifics. In the case of more serious business meetings, it is also possible to use the resources of the Latvian Embassy in Japan.
About EXPO 2025 Osaka:
EXPO 2025 Osaka is the world's most important exhibition for promoting national image and export capabilities, addressing not only economic issues but also social issues of global significance. The exhibition will feature 159 countries and 7 international organizations, and is expected to attract more than 28 million visitors from around the world. The exhibition is a place where you can view exhibitions representing countries and regions, as well as combine global knowledge and ideas to create new technologies and innovations to solve global problems. The main theme of the exhibition is "Designing Future Society for Our Lives," while the sub-theme of the Baltic pavilion is "Saving Lives," which focuses on improving quality of life with the help of the latest technologies, while observing high environmental standards. In order to achieve the goals of promoting both the country's image and export capacity, in addition to Latvia's participation in Expo 2025 Osaka, an extensive business program is being organized, offering Latvian companies the opportunity to participate in industry exhibitions, events, and trade missions in Japan.
About the Investment and Development Agency of Latvia (LIAA):
The Investment and Development Agency of Latvia (LIAA) promotes the competitiveness of Latvian entrepreneurs, export growth and investment attraction, as well as develops the tourism sector and implements the country's image policy. LIAA acts as a state partner in business development – from idea to international markets. With an extensive network of representative offices abroad and regional business centers in Latvia, LIAA helps companies grow and positions Latvia as a secure, innovative, and open country in the global economy.