JAPANESE MARKETING AND BRAZILIAN PRODUCT FIT: CULTURE AND STRATEGY

Abstract

This work investigates the feasibility of inserting Brazilian products into the Japanese market, with a focus on local marketing and the acceptance of foreign goods. The cultural principles—monozukuri, omotenashi, and honne/tatemae—that shape preferences, communication, and quality requirements are analyzed. The document presents a review of official JP/BR sources (2023–2025) and three case studies. It was found that there is a preference for domestic products (~80%), appreciation of new releases and limited editions, intense prior research, and high demands for labeling and service in Japanese. Adapting formulation, portioning, and packaging, proving quality, and aligning narrative are conditions for sustainable entry