Brand Finland to Japan
A 6-month market entry initiative helping Finnish brands and companies explore, validate and build opportunities in Japan.
For Finnish Brands & Companies
Why Japan / Why now
Japan is one of the world's largest consumer and business markets. But entering Japan requires more than localization.
Brand Finland to Japan connects Finnish companies with local consumers, potential partners and real market opportunities.
What makes this different
We combine:
Understand how Japanese consumers and businesses actually respond to your brand.
Use our Japanese Brand Engine to explore how your brand can communicate naturally in Japan.
Test ideas through actual consumers, pre-sales or direct market exploration.
Explore relevant partners and opportunities through customized local matching.
The Story
Tetra Tokyo is a Brand Localization AI company founded by Toshi, who has spent over 25 years in the advertising and marketing industry, primarily guiding global brands into the Japanese market. Realizing around 2020 that the future of advertising lies in AI, he established Tetra Tokyo to pioneer a new approach.
Consumer behavior has fundamentally shifted from mass production and mass consumption to a mindful approach—people now choose what truly resonates with them. In a digitally connected world, our philosophy is to nurture relationships with fans globally, deliver exactly what is needed without excess, and co-create brand growth. We specifically believe that brands from Finland—ranked the happiest country in the world for nine consecutive years—can offer profound inspiration and positive influence to Japan's mature consumer society.
Toshi's relationship with Finland began during the Sisu Launchpad soft-landing program in the week of Slush 2025. He went on to represent Japan at the Polar Bear Pitching in Oulu in February, and participated in the Maria 01 Northern Light Accelerator from March to June. Spending those months in Helsinki, he developed a deep respect for the shared values, as well as the unique cultural differences, between Finland and Japan. Finnish and Nordic culture already enjoy a passionate, dedicated fanbase in Japan. Leveraging this affinity, our goal is to pinpoint the perfect audience for each brand and build optimal, lasting relationships.
Comment
"I've been working with Toshi for close to a year now. I experienced his dedicated approach to our Sisu Launchpad and how he quickly became a vital part of our startup community; always eager to learn about our ecosystem to best possible adjust his solution for Finnish customers. Toshi has a great understanding of branding - he brings a ton of experience with him and is very good in what he does. He combines this with a unique approach to his business and great passion for his customers. Knowing Toshi and his startup, I warmly recommend anyone with expansion plans to Japan to have a chat with him - it will be worth it!"
What you'll receive
Choose the track that matches how you want to enter Japan. Both share the same base fee and the same visibility package.
Inaugural Cohort Special: As our first time launching this initiative, we consider this our own expression of Sisu. To support the brave companies taking this journey with us, we are offering this program at an exceptionally subsidized rate as an investment in your success.
A · Consumer & D2C Brands
For Finnish consumer brands looking to understand Japanese consumers and explore commercial potential.
B · B2B — Startups & SMEs
For Finnish startups and SMEs exploring customers, partners, collaboration opportunities or investment connections in Japan.
No referral fees will be charged to Japanese consumers, partners, investors or organizations introduced through the program.