Taiwanese startups are accelerating their expansion into the Japanese market. The article reviews the trends among companies positioning Japan as their most promising market and the progress of representative companies such as Appier and Pinkoi in Japan.
One reason Taiwanese startups' expansion into Japan has become prominent is that many companies, given the small size of their domestic market, are looking to expand overseas. According to a survey, Japan ranked second only to the United States among major overseas markets in 2024, while it ranked first among the markets companies most wanted to develop over the next 2–3 years.
The 2025 survey also reportedly found that Japan was expected to account for a majority of the countries into which companies planned to newly expand over the next 1–2 years, ahead of the United States and China. A leading example of expansion into Japan is the AI company Appier, which was established 12 years ago. It established its Japanese subsidiary in 2014, listed on the Mothers market in 2021 and moved to the Prime Market in 2022.
Adaptation to the Japanese market is also advancing in the consumer sector. Online marketplace Pinkoi launched its Japanese website in 2014 and established a local entity in 2015. It entered into a capital and business alliance with Japan's iichi and expanded its introduction of design products from Japan and elsewhere in Asia. It has also held exhibitions in Osaka and pop-up stores in Tokyo.
The expansion of economic ties between Japan and Taiwan is supported by the growing number of Taiwanese companies targeting the Japanese market, as well as progress in developing support networks in both countries. Examples and trends surrounding the Japanese market are expected to continue attracting attention.