For the past three months, five Japanese Deeptech start-ups have been supported in their expansion strategy to explore the European market within the framework of the GLOBE-X for DeepTech program, a joint initiative of RouteX, of Tokyo Metropolitan Government and of WILCO.
Europe, a strategic market for Japanese startups
The challenges of a paradigm shift: the obstacles encountered by Japanese startups in Europe
When a Japanese startup enters the European market, it quickly encounters a series of cultural, structural, and commercial gaps. The first of these concerns the importance given to technology in the decision-making process. Unlike in Japan, where technological excellence is often sufficient to attract partners, European decision-makers expect a clear demonstration of value in use, focused on solving an identified business problem. An innovation, however advanced, must demonstrate its concrete impact, not simply its technical performance.
This requirement leads to a second challenge: adapting the sales pitch. In Europe, the pitch must be straightforward, simpler, more accessible, and anchored in clear storytelling, understandable even by non-technical profiles. The cultural dimension is strong: implicit references, language levels, and even the structure of the message must be reviewed. The notion of “proof of concept” also takes another form, encompassing regulatory compliance, adequacy with sector standards, and the ability to fit into the collaboration methods specific to each European country.
Another common pitfall concerns the product-centric approach, which is still very present in Japanese engineering. To succeed in Europe, a startup must engage in a true customer discovery process, moving beyond the lab to listen to the needs of the field. This involves user interviews, practical usage tests, and the identification of local use cases specific to each country or sector.
At the same time, marketing and communication codes need to be rethought. The European sales posture is more open, more relational, and relies heavily on visibility in the right networks: trade shows, webinars, trade press, LinkedIn, etc. The use of digital channels, content formats, and tone of voice all differ from Japanese standards. Understanding the drivers is essential to establishing a credible and engaging presence.
Finally, trust in Europe is built over time. It requires regular exchanges, a visible local presence, and integration into hybrid ecosystems that combine major corporations, research institutes, public stakeholders, and local startups. This process requires patience, clarity, and a collaborative approach. It’s not an obstacle, but rather a paradigm shift that must be fully embraced to succeed.
Five Japanese innovations to attack the European market
The GLOBE-X for DeepTech program brings together five high-potential Japanese startups, each with a disruptive technology and facing specific challenges in the European market.
- FerroptoCure is developing a new generation of cancer therapies based on ferroptosis, a cell death mechanism that is still under-exploited in current treatments. With a strong academic base, the startup is seeking to accelerate its clinical partnerships and establish collaborations with biomedical research stakeholders in Europe to take the next step in validation.
- NeuralX is tackling the transformation of aquaculture through artificial intelligence capable of monitoring, analyzing and optimizing all fish farming operations in real time. Through this project, the team aims to support more sustainable aquaculture, in line with European requirements, and to deploy pilots with key players in the sector.
- Ookuma Diamond Device designs new generation semiconductors based on synthetic diamond, capable of withstanding extreme environments such as those in nuclear or aerospace. The startup aims to integrate European industrial programs in space, defense and telecoms, and seeks to establish technological or industrial partnerships in the region.
- Miibio, a spin-off from the University of Tokyo, is developing an innovative light-controlled bioproduction technology for the production of molecules of interest and aromatic compounds, with strong potential for the chemical, cosmetics and food industries. The challenge for Miibio is now to identify European partners capable of testing this technology on an industrial scale, in a context of strong demand for sustainable production solutions and alternatives to petrochemicals.
- WAKU develops biofertilizers based on glutathione, a molecule naturally present in plant cells, with beneficial effects on plant growth and resistance. In the context of agroecological transition, the company wishes to assess the regulatory acceptability of its solution on the European market, identify its first agricultural use cases and collaborate with local stakeholders.
GLOBE-X for DeepTech: a bridge between Tokyo and Europe
Masahiro Tsukao COO of RouteX.
- Thematic collective workshops animated by the WILCO team.
- Individual mentoring to structure and challenge the implementation strategy with the WILCO teams and mentor entrepreneurs.
- Targeted connections with local startups, large industrial groups, experts, institutions, investment funds and technical partners.
Our goal is to save foreign startups time by helping them structure their strategy, understand the European market from the inside out, and meet the right partners from the very beginning. concludes the WILCO team.
As trade between Asia and Europe intensifies in the deeptech sector, WILCO aims to position itself as a strategic gateway to the French and European markets, serving the global ambitions of entrepreneurs.
In the coming months, WILCO will continue to welcome international startups, drawing on its network of local partners, its relationships with major industrial companies, and its community of experts. The goal: to make France a strategic hub for global innovation, while creating technological bridges that will benefit local ecosystems.