Box’s US and Japan leaders discussed strategy for the Japanese market, identifying the export of Japan-originated success stories as a future key despite the headwinds from a weaker yen. They outlined plans to increase investment in Japan, support local customers using Box Architect, and promote AI adoption through the introduction of UBB.
After BoxWorks 2026, Box co-founder and CEO Aaron Levie and Noriyuki Sato (佐藤 範之) of the Japanese subsidiary held a question-and-answer session on the current state and future strategy of the Japanese market. Levie indicated that Box would continue increasing investment in Japan next year, while Sato said new contracts in Japan were exceeding the previous year’s level and that Japan’s share of revenue was expected to approach 30% by the end of fiscal 2027.
Box’s strengths in areas such as data governance, security and workflow support for Japanese companies were cited as factors being valued in the Japanese market. Box said it would strengthen support for using on-premises data and data migration through Shuttle, with the aim of increasing utilisation in the era of AI agents.
Through the announcement of Box Architect, the company suggested the possibility of designing and automating Japanese companies’ complex business processes with AI. Levie gave the example of implementing a function that designs workflows from video and also referred to future expansion. Box said it planned to introduce UBB billing based on AI units and clarified its policy of promoting a hybrid USL and UBB model.
Low churn and the acquisition of new customers were cited as growth drivers for the Japanese subsidiary. Box Japan said it would increase the share of locally generated sales, strengthen on-site support using Box Architect, and promote the export of know-how to other regions. Sato also introduced the strengthening of the CS organisation and noted that Nakazawa (仲澤) had changed to Executive Officer and Head of Customer Success.