Find Japan

What Find Japan does

FindJapan Co., Ltd. (株式会社FindJapan), founded December 15, 2010 and headquartered in Tokyo's Kanda district, is a Japan-incorporated professional services firm specializing in end-to-end China market entry and expansion for Japanese brands, with an emphasis on cosmetics, skincare, beauty, and personal care clients. The company operates with 101-250 employees across three offices (Tokyo headquarters, plus two 100%-owned Chinese subsidiaries in Hangzhou and Shanghai) and is led by Representative Director Takashi Nishiyama (西山高志) with Lu Bawei (吕巴威) as Vice President. Since 2010, the firm has supported 500+ brands and 100+ China market entry engagements, accumulating cumulative distribution volume exceeding 30 billion JPY through EBuy-mediated channels.

The firm's product portfolio spans seven integrated services: (1) China Market Analysis combining EC sales data with Xiaohongshu (RED) consumer review analytics, starting at ¥100,000 per brand; (2) SNS Promotion across RED, Douyin, Weibo, and WeChat, with managed KOL/KOC campaigns starting at ¥1,000,000 and an in-house network of 8,000+ influencers including 600+ in-Japan Chinese KOCs; (3) Cross-Border EC Flagship Store Operations on Tmall Global, RED, and Douyin under fixed-fee agency models; (4) General Trade support enabling offline retail expansion through FindJapan's Chinese subsidiaries acting as in-China responsible entities, including NMPA registration; (5) EBuy, a proprietary B2B cross-border EC platform that distributes products to 12+ Chinese cross-border EC channels with anti-parallel-import controls; (6) FJ BEAUTY OASIS, a self-operated membership duty-free store in Shinjuku targeting inbound Chinese tourists, opened June 2023; and (7) Inbound Marketing focused on converting pre-trip RED research into in-store purchases and post-trip cross-border EC repurchases. Foundational technology includes proprietary B2B EC platform infrastructure, a self-curated KOL/KOC network, and an analytics pipeline fusing EC transactional data with RED sentiment data.

The business model is a hybrid of professional services fees, fixed-fee managed-service retainers, EBuy transaction facilitation, and physical retail sales. Pricing is transparent and tiered (analysis at ¥100K, basic KOL reports at ¥50K monthly, detailed reports from ¥150K monthly, SNS promotion retainers from ¥1M, multi-year contracts for larger programs). Customer segments span SMB Japanese beauty brands (typically ¥1-2B annual sales, 5-50 employees), mid-market Japanese consumer brands (¥5-20B sales), and inbound tourism-focused brands, plus selective enterprise work (e.g., Shiseido). The firm is self-funded from a ¥90M founding capitalization with no disclosed external investment, and it has no public listing on any exchange.

Name

Find Japan

Legal name

FindJapan株式会社

Website

https://find-japan.co.jp

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

FindJapan is a Tokyo-headquartered China marketing services firm that helps Japanese brands, primarily in cosmetics and skincare, enter and expand in China through SNS promotion, KOL/KOC campaigns, cross-border EC (Tmall Global, RED, Douyin), and general trade via its 100%-owned Chinese subsidiaries.

Ownership category

akta.pro rank

Product category

China Market Entry Services

NAICS

Marketing Research and Public Opinion Polling (541910), Media Buying Agencies (541830)

SIC

Services-Advertising (7310)

akta.pro primary industry

Cross-border Marketplaces (Multi-seller) (CRAFAJAA)

akta.pro secondary industries

Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL), Beauty & Personal Care Omnichannel (CRAFAEAB)

Keywords

• China market entry
• Cross-border marketing
• KOL KOC promotion
• Cross-border ecommerce
• China SNS marketing

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. China SNS Marketing Services: Comprehensive SNS marketing support for Chinese platforms including RED (Xiaohongshu), Douyin, Weibo, and WeChat. Includes KOL/KOC casting, live commerce planning and operations, and ongoing content strategy execution. Revenue generated through project-based service fees.
2. EBuy B2B Cross-Border EC Platform: B2B platform connecting Japanese brands with 12+ Chinese cross-border EC channels. FindJapan manages distribution, logistics coordination, and brand protection. Revenue model involves transaction facilitation and platform services.
3. China EC Flagship Store Operations: Full-service agency operations for flagship stores on Tmall Global, RED, and Douyin. FindJapan handles customs clearance, platform compliance, daily store operations, and advertising. Billed as fixed-fee service model.
4. China Market Analysis: Market research service analyzing EC channel data and RED consumer reviews to create data-driven China market entry roadmaps. Base price 100,000 JPY per brand, approximately 1-week delivery.
5. General Trade Support: NMPA registration, local entity setup support, and offline distribution channel development through FindJapan's 100% Chinese subsidiaries (譯白杭州, 尋譯上海). Full-service support for offline market entry.
6. FJ BEAUTY OASIS Retail: Duty-free retail store in Shinjuku targeting inbound Chinese tourists. Membership-based model with integrated RED data-driven product curation.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

FindJapan is a Japan-based professional services firm that helps Japanese brands enter and expand in the Chinese market through a dual offering: Promotion (SNS marketing across RED/Xiaohongshu, Douyin, Weibo, WeChat, including KOL/KOC casting, live commerce, and inbound tourist marketing) and Distribution (cross-border EC distribution via the proprietary EBuy B2B platform reaching 12+ Chinese EC channels, flagship store agency operations on Tmall Global/RED/Douyin, and general trade support for offline retail through Chinese subsidiaries). The company also operates FJ BEAUTY OASIS, a membership duty-free store in Shinjuku targeting inbound Chinese tourists, and provides China market analysis combining EC sales data with RED consumer review data.

Product overview

Find Japan is a China-focused marketing services firm offering a two-pronged approach: Promotion (SNS marketing across RED, Douyin, Weibo, and WeChat; KOL/KOC casting; live commerce) and Distribution (cross-border EC, general trade, and offline retail in China). Its proprietary portfolio consists of: (1) FJ BEAUTY OASIS — a self-operated cross-border EC store and inbound duty-free shop for brand test-marketing; (2) EBuy — a B2B cross-border EC platform distributing products simultaneously to 12+ Chinese EC platforms with anti-parallel-import controls; (3) Cross-Border EC Flagship Store Operations — agency management of Tmall Global, RED, and Douyin storefronts; and (4) General Trade services via its wholly-owned Chinese subsidiary for offline retail expansion in China. Supporting these are China Market Analysis (EC data + RED consumer insight analytics), SNS Promotion services, and Inbound Marketing targeting visiting Chinese tourists. The four core products are designed to serve brands at different lifecycle stages: FJ BEAUTY OASIS for introduction, EBuy and flagship store operations for growth, and general trade for maturity.

Differentiator

Problem solved

Functional benefit

Brands

• EBuy®: B2B越境ECプラットフォーム — 自社運営のB2B越境ECプラットフォーム。12以上の中国越境ECプラットフォームへ同時配荷し、価格崩壊を防ぎながらブランド価値を守る独自流通基盤 (Proprietary B2B cross-border EC platform enabling simultaneous distribution to 12+ Chinese platforms while protecting brand value)
• FJ BEAUTY OASIS
• FJ BEAUTY OASIS
• WeiboCare

Products and services

• EBuy FindJapan's proprietary B2B cross-border EC platform enabling simultaneous distribution of Japanese brand products to 12+ Chinese cross-border EC platforms including RED, Douyin, Tmall Global, Taobao, JD International, and VIP. Includes inventory management and price-control mechanisms to prevent unauthorized reselling and parallel-import price collapse.
• FJ BEAUTY OASIS Self-operated cross-border EC site and inbound duty-free retail store in Shinjuku, Tokyo, operated by FindJapan for test-selling Japanese brands to Chinese consumers. Features Xiaohongshu (RED) data-driven product assortment and an in-store photography studio for social media content creation. Serves as a low-risk entry point for brands validating the China market.
• Cross-Border EC Flagship Store Operations Full-service agency support for operating flagship stores on Tmall Global, RED, and Douyin platforms. FindJapan handles customs clearance, platform approval, and day-to-day store operations including live commerce, short-video content, and paid advertising under a fixed-fee model.
• General Trade Services General trade services enabling Japanese brands to sell in Chinese offline retail through FindJapan's 100%-owned Chinese subsidiaries (Yibai Hangzhou and Xunyi Shanghai) acting as the local responsible entity. Covers NMPA registration, customs clearance, hygiene permits, and local distributor development for offline store placement in drugstores, cosmetics shops, and department stores.
• SNS Promotion Social media marketing service covering RED (Xiaohongshu), Douyin, Weibo, and WeChat. FindJapan manages KOL/KOC casting, content creation, feed advertising, and data-driven PDCA cycles to drive awareness and purchase conversion across Chinese social platforms. Includes live commerce planning and operations.
• Inbound Marketing Inbound tourism marketing service targeting Chinese visitors to Japan, using Xiaohongshu (RED) as the primary platform. Combines KOC word-of-mouth, official brand accounts, and feed advertising to convert pre-visit research into in-store purchases and post-visit cross-border EC repurchases.
• China Market Analysis Market analysis service combining EC channel sales data with RED (Xiaohongshu) consumer review data to map market positioning, competitive landscape, and pricing strategy for Japanese brands entering or expanding in the China market. Base price 100,000 JPY per brand with approximately 1-week delivery.
• WeiboCare Weibo account management service providing official V-mark certification and ongoing operations for Japanese companies and celebrities on Sina Weibo, helping prevent impersonation accounts and establishing official presence on the platform.

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor, major and core.

• Shanghai Bulgari HotelminorOthers · 23 October 2019Venue partner for 'Sale Week Carnival 2019' in Shanghai, FindJapan's first overseas KOL gratitude event. 100+ guests attended opening ceremony featuring TaoBao live commerce as part of Single's Day promotional campaign.
• Kobayashi PharmaceuticalmajorStrategic or Co-development Partner · 7 September 2018Title sponsor at 'KOL Gratitude Festival 2018 in Tokyo' with 24 co-sponsoring Japanese companies. Event featured 40+ Chinese KOLs with combined 60M+ Weibo followers. Demonstrates FindJapan's ability to organize large-scale China marketing events connecting multiple Japanese brands with Chinese influencer networks.
• JTB West Japan (株式会社JTB西路)majorStrategic or Co-development Partner · 20 January 2018Co-hosted 'KOL Gratitude Festival 2018' in Osaka, bringing together 50+ Chinese KOLs with 30M+ combined Weibo followers. Event generated 69M+ page views on Weibo. Partnership combined travel industry expertise with China marketing knowledge to create unique promotional events.
• Sina Corporation (新浪)coreStrategic or Co-development Partner · 1 July 2011Business partnership for Weibo enterprise account certification service in Japan. FindJapan was authorized to provide official V-mark certification for Japanese companies and celebrities entering Weibo, helping prevent impersonation accounts. This early partnership established FindJapan's role as a bridge between Japanese brands and Chinese social media platforms.
• 譯白（杭州）貿易有限会社coreOthersFindJapan's 100% owned Chinese subsidiary serving as 'Local Responsibility Company' for general trade operations. Enables Japanese brands to enter Chinese offline retail without establishing their own legal entities. Handles NMPA registration, local distributor development, and offline channel operations.
• 尋譯（上海）貿易サービス有限公司coreOthersFindJapan's 100% owned Chinese subsidiary in Shanghai for trade services. Part of the subsidiary network enabling Japanese brands to conduct general trade and offline distribution in China through FindJapan's established legal infrastructure.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Hakuhodo: Major Japanese advertising agency network with established China presence. Comparable as a broad incumbent in Japan-China advertising, competing for enterprise brand budgets.
• ADK Holdings: Japanese advertising holding company with digital and cross-border capabilities. Comparable as a broad incumbent in Japan-China advertising and content marketing.
• Septeni Holdings: Japanese digital advertising and marketing group with strong China-platform expertise. Comparable as a larger incumbent in Japan-China digital marketing, with deeper capital and broader service portfolio than FindJapan.
• Dentsu: Global Japanese advertising holding company with broad China capabilities across creative, media, and digital. Comparable as a broad incumbent in Japan-China advertising with much larger scale and enterprise relationships.

Emerging players

• AnyMind Group: Asia-based marketing, influencer, and commerce platform serving brands across multiple Asian markets. Comparable in influencer marketing capabilities and cross-border commerce enablement, though broader in geographic focus.

Direct peers

• Baozun: China-headquartered cross-border e-commerce service provider offering brand management, platform operations, and digital marketing for international brands. Directly comparable as a cross-border EC service provider with a B2B platform model and Chinese-platform expertise.
• Wave Inc: Japan-China cross-border commerce and marketing specialist serving Japanese brands with end-to-end promotion and distribution services. Closely comparable in target customer (Japanese brands), business model (services + distribution), and China market focus.
• Cchannel: Japan-based influencer marketing and commerce platform focused on Chinese consumers and inbound tourism. Comparable in KOL/KOC-led China-targeted marketing and the use of UGC for cross-border commerce.
• Inagora: Japan-China cross-border commerce operator connecting Japanese brands to Chinese consumers through dedicated marketplace and marketing services. Comparable in cross-border services, target customer base, and reliance on Chinese EC platforms.
• iClick Interactive: Asia-focused digital marketing and consumer data platform offering cross-border marketing solutions. Comparable in cross-border digital marketing capabilities and China-platform execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/findjapan

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Find Japan