How to sell sweets to Japan. A story of a brave Ukrainian sweets’ producer. Part 2.
Episode 43. Start Global Insights – podcast for exporters.
Selling sweets to Japan can seem like an impossible dream, especially for a small business. Imagine trying to break into a new market halfway across the world, amidst war and power outages. That’s the reality Olena Tokar, founder and CEO of Ukrainian candy company Lol & Pop, faced when she unexpectedly landed a deal with a Japanese distributor. Her story isn’t just about selling sweets; it’s a testament to resilience, adaptability, and the power of a quality product.
Listen to the full episode at Apple Podcasts, Spotify and YouTube Music.
The Accidental Opportunity
Olena’s journey to exporting to Japan began unexpectedly at the ISM exhibition in Germany. Olena’s was hoping to find distributors for her candies, but Japan wasn’t exactly on her radar. Then, a Japanese distributor approached her booth, impressed by the unique, high-quality sweets. “He told me he was a distributor for luxury products,” Olena recalls. “He was looking for really very high quality, unique products.”
However, Olena initially didn’t prioritize the opportunity. She thought Japan was too far, too advanced. “Japan is really very far from Ukraine,” she explains. “They have, like, almost everything. It’s a country that lives in the future.” She even admits to making some classic mistakes, like delaying her response to the distributor’s follow-up email.
Breaking the “Rules” and Finding a Way
Despite initial hesitation due to Japan’s distance and perceived market saturation, Olena pursued the opportunity. However, exporting to Japan presented significant challenges. Japan has strict regulations for food products, requiring extensive lab testing. Additionally, the ongoing war in Ukraine caused power outages and logistical hurdles.
Japan has incredibly strict regulations for food products, requiring extensive lab testing even with existing international certifications like FDA approval. Lol & Pop had to find new suppliers for specific ingredients that met these standards. And then there was the situation in Ukraine: power outages and logistical hurdles caused by the ongoing war.
Yet, Olena and her team adapted. They found new suppliers quickly, navigated the logistical challenges, and impressed the distributor with their responsiveness. “He was so surprised every time that we are so quick,” Olena says.
More Than Just Candy: Building a Reputation
Olena realized that exporting to Japan was about more than just selling candy. It was about building trust and a positive reputation for Ukrainian businesses. “When you work with someone,” she explains, “this person will judge you like the whole country.” She focused on being quick, adaptable, and friendly, aiming to create a positive association with Ukrainian entrepreneurship.
The result? Lol & Pop’s products are now sold in 350 Village Vanguard stores across Japan. A remarkable achievement for a small-sized company from Ukraine.
Lessons for International Expansion
Olena’s story offers valuable lessons for any business looking to expand internationally:
- Resilience is Key: Be prepared for setbacks and challenges. Don’t give up easily.
- Adaptability is Crucial: Different markets have different requirements. Be ready to adjust your product or processes.
- Quality Matters: Investing in high-quality products can open doors, especially in markets that value luxury goods.
- Build Relationships: Focus on building strong relationships with distributors and partners.
- Don’t Underestimate Chance Encounters: Be open to unexpected opportunities.
- Test the Waters: Start small and test the market before making large investments.
- Visit the Target Country: If possible, visit the country you want to export to.
- Leverage Networks: Join industry alliances for support and resources.
- Consistency and Persistence: Even with a “chaotic” approach, consistency and persistence are crucial.
Subscribe to The Start Global Insights podcasts
Don’t miss the opportunity to get insights about business cultures of different countries. Subscribe to the Start Global Insights podcast on all major platforms, like Apple Podcasts, Spotify and YouTube Music.
Olena Tokar’s journey is a powerful reminder that with determination, adaptability, and a commitment to quality, even the most daunting international markets can be conquered. Her story is an inspiration for entrepreneurs everywhere, proving that sometimes, the most unexpected paths lead to the greatest success.
[…] You may find the second part of the interview here. […]