One of the things I enjoy most about hosting the Morunda Podcast is the opportunity to speak with leaders who have built successful careers by navigating complex international markets.
Recently, I sat down with Gianni Cossar, an international healthcare executive who has spent years leading and turning around global businesses in Japan. Our conversation explored why so many international companies succeed—or struggle—when entering the Japanese market.
While every business has its own challenges, several themes stood out.
Success in Japan Requires More Than a Global Strategy
One of Gianni’s key observations was that many organisations assume a strategy that works in Europe or the US will naturally succeed in Japan. In reality, Japan is a unique market with its own way of doing business.
Companies that take the time to understand local culture, customer expectations, and decision-making processes are far better positioned for long-term success.
Leadership Is Built on Trust
We also discussed the importance of patience. Trust isn’t built overnight in Japan.
Whether you’re leading a team, working with customers, or building relationships with regulators, credibility is earned through consistency, humility, and respect over time.
For many foreign executives, this requires a different leadership mindset than they’re used to elsewhere.
Communication Goes Beyond Language
One point that really resonated with me was Gianni’s distinction between language and communication.
Speaking fluent Japanese is certainly valuable, but it’s only one part of the equation. Understanding business etiquette, knowing how decisions are made, and communicating in a way that respects Japanese business culture often matters even more.
Consensus Before Decisions
Another important takeaway was how decisions are typically made.
In many Western organisations, meetings are where decisions happen. In Japan, much of the discussion and alignment takes place before the meeting. By the time everyone is in the room, consensus has often already been built.
Understanding this process helps leaders communicate more effectively and avoid unnecessary frustration.
Respect Before Change
Many international leaders arrive with a mandate to transform the business immediately.
Gianni shared why the opposite approach often produces better results: first understand the organisation, earn the team’s trust, and then introduce change. Leaders who respect the existing culture are much more likely to gain support for future initiatives.
Final Thoughts
Japan continues to offer enormous opportunities for healthcare and life sciences companies. However, long-term success isn’t driven by products alone—it’s driven by people.
As Gianni pointed out throughout our conversation, companies that invest in understanding Japanese business culture and build strong local relationships give themselves a significant competitive advantage.
If you’re expanding into Japan or leading a team here, these cultural nuances aren’t just interesting observations—they’re practical lessons that can shape your success.
Key Takeaways
- Don’t assume what works elsewhere will work in Japan. Every market is different, and Japan requires a localized approach.
- Build trust before driving change. Strong relationships with employees, customers, and stakeholders are essential for long-term success.
- Communication is more than language. Cultural awareness, business etiquette, and understanding context often matter more than fluency.
- Consensus is built before the meeting. Decisions are typically shaped through discussions and alignment before formal meetings take place.
- Respect the process. Take time to understand how the organisation works before introducing change.
- Think long term. Patience, consistency, and mutual respect are key to building credibility and achieving lasting results in Japan.
If you’re looking to hire experienced leaders who understand the Japanese business landscape, book a Discovery Session with us today to discuss your hiring goals.
