3 Annual Events Startups Can’t Afford to Miss for Japan Market Entry
If you are a startup founder or executive building in Japan and had to pick only three events to attend annually, what would they be? These are my top three recommendations for foreign startups. My perspective comes from over a decade on the ground, helping international startups secure customers and revenue-based partnerships with Japanese corporations. While industry-specific conferences (e.g., Fintech or Defense) certainly have their place, the following are my general recommendations.
For each event, I’ve evaluated the following three specific areas:
English Proficiency: What is the English proficiency of attendees?
Role Relevance: What levels and departments are represented?
Response Cadence: What does the response rate look like following the event?
Comparison: Top 3 Japan GTM Annual Events
| Annual Event | English Proficiency | Role Relevance | Response Cadence | Access |
|---|---|---|---|---|
| Geodesic Forum | High | High | High | Invite-Only |
| SusHi Tech Tokyo | Medium | High | Medium | Open Registration |
| USJC Annual Conference | Very High | Low-Medium | High | Open Registration (Public Sessions) |
1. Geodesic Forum
If you are a startup founder or executive building in Japan, this is the one room you need to be in. Having attended the Geodesic Forum annually since 2017, I can say it offers the highest concentration of English-speaking Japanese corporate leaders, the true buyers of startup technology, that I have ever encountered.
The Forum is hosted by Geodesic Capital, a firm that has become a leading bridge between elite startups and the Japanese market. The firm was co-founded by Ambassador John Roos, who served as the U.S. Ambassador to Japan from 2009 to 2013. Their portfolio includes iconic names such as Uber and Airbnb, alongside enterprise powerhouses like Databricks, and a roster of the next generation of up and coming startups.
At Forum, portfolio companies and leading startups present their technology on stage in Tokyo. While the formal programming is valuable, the real Go-to-Market ground is gained during the company matching program and the two-hour networking reception.
I remember pausing during one of these receptions and looking down at the stack of business cards I had collected in just two hours, which included executives and managers from a wide array of major Japanese corporations. I shook my head in realization: this is without a doubt the #1 room in the world for startups targeting enterprises in Japan.
Over the years, my most valuable customer, partner, and investor relationships have started in this very room, tracing back to the business card exchanges during my first Geodesic Forum networking reception in 2017. These are customer relationships that continue to this day across a number of my startup clients.
In fact, just this year, I reconnected with a contact from a major Japanese corporation who has since become a customer for three different early-stage startups I’ve helped bring to market—a relationship that traces directly back to an early Forum. This makes the networking reception a high-efficiency venue to sync with customers and partners across multiple ongoing projects.
Please note: The Geodesic Forum is an invite-only event. Please contact bwu@geodesiccap.com if you are interested in receiving an invitation to future Geodesic Forums.
English Proficiency: High. You can walk up to almost anyone and start a conversation in English. While proficiency levels vary, and some leaders may have a team member assisting with translation, I have never had an issue communicating effectively here (the goal being to establish enough context to secure the first follow-up meeting).
Role Relevance: High. Many of the corporate attendees are decision-makers and stakeholders across Innovation, Digital Transformation (DX), Business Development, and Corporate Planning. I’ve met the full spectrum here, from C-suite executives to General Managers and key team leads.
Response Cadence: High. The follow-up rate is among the highest of any event I’ve attended. (Note: My own rates may be bolstered by my long-standing Geodesic connection and our ongoing collaboration to this day. Geodesic Capital was an investor in Orbital Insight, where I served as Head of Asia Pacific from 2016-2023.)
2. SusHi Tech Tokyo
Next on my list for international startups is the annual SusHi Tech Tokyo (Sustainable High City Tech Tokyo) conference. SusHi Tech is Japan’s largest innovation event, organized by the Tokyo Metropolitan Government, and is designed for foreign companies entering the Japanese market. The event brings together an ecosystem of startups, investors, large corporations, and global city leaders.
If your goal is high volume and a sheer number of connections, this is the event. For those looking to meet as many Japanese corporations as possible in a short window, I can’t think of a better venue. I was impressed by both the scale of the conference and the caliber of the companies represented.
I took four approaches to maximize the event:
Booth Prospecting: I made the most of the exhibition floor. Over the multiple days of the conference, you can walk up to any booth and request an appropriate point of contact or an English speaker. I took the opportunity to open doors at several major companies where I previously had no relationship. For example, I finally connected with Casio, a full circle moment after growing up with their calculators as a child and now wearing a G-SHOCK for my daily activities.
Reconnecting: I used the event to reconnect with past customers like Toyota and Honda, where previous contacts had moved on.
Facilitating In-Person Introductions: I used the exhibition booths for direct client introductions that had stalled via email. For example, I walked someone from a startup client to a megabank’s booth to make an in-person introduction to a key executive. Despite being unsuccessful via email, the face-to-face dynamic at SusHi Tech provided the perfect environment to finally begin the discussion on collaboration.
Speakers: You will see many sessions featuring C-level executives and business leaders from major Japanese corporations. You can try and catch them or their team members immediately before or after they speak on stage.
The event also provides a dedicated digital platform that allows participants to search for, message, and schedule one-on-one meetings in advance.
English Proficiency: Medium. English proficiency at booths vary. In some cases, I was able to quickly get matched with an English speaker. In other cases, I had to wait for a specific English-speaking staff member to join the conversation or was not able to find one at all. (Note: This is an area likely to improve in future years.)
Role Relevance: High. The event is heavily attended by representatives from Innovation, Digital Transformation (DX), Business Development, Corporate Planning, and CVC departments. While the seniority level isn’t consistently as filtered as at more exclusive, invite-only events like the Geodesic Forum, the right decision-making teams for startup collaboration are well-represented.
Response Cadence: Medium. My follow-up success was mixed: some companies responded immediately, while others did not.
3. U.S.-Japan Council Annual Conference
Finally, I’m including the U.S.-Japan Council (USJC) Annual Conference as a bonus. While Geodesic Forum and SusHi Tech are specifically centered around startup ecosystems, the USJC’s mandate is much broader. They cover bilateral policy, cross-border business, cross-cultural leadership, and philanthropy.
Despite its wider scope, it is a room filled with many genuine people interested in and committed to the U.S.-Japan relationship. For startup founders, the immediate value will be in the business leadership present (and potentially government as well if that is a focus sector of yours). The conference attracts a unique mix of executives and business leaders, government officials, and nonprofit leaders. I’ve attended two annual conferences (one in Tokyo and one in Honolulu), and I really appreciated the family feel of the multi-day event. On more than one occasion, I heard the words from people I was just getting to know, “How can I be helpful to you?”
One unique dynamic is the accessibility of the speakers. Since many speakers travel in for the event, they are often present for the duration of the conference, making it easier to connect. A definite highlight is the Networking Dinners, where you can sign up to dine with specific hosts at local venues.
There is also a direct connection to Geodesic Capital: Geodesic co-founder Ambassador John Roos, was a key architect of the TOMODACHI initiative—a signature partnership between the U.S. Embassy and the USJC.
Note on Access: While the main conference sessions are open to the public via registration, the subsequent day’s programming is reserved for USJC members.
English Proficiency: Very High. Almost everyone speaks English.
Role Relevance (specifically for startups): Low to Medium (depending on your specific goals). This is a broader event, so the business value depends on your interests. While the networking with leaders across sectors is phenomenal, you won’t see the same density of Innovation or DX departments as you would at the other conferences mentioned above.
Response Cadence: High. Due to the more intimate and relationship-focused nature of the USJC and its annual conference, I’ve found the response rate following the annual conference to be exceptionally high.
For a foreign startup looking to get started with the process of identifying Japanese corporate customers and partners, these are three annual events to add to your calendar. Geodesic Forum, SusHi Tech Tokyo, and the USJC Annual Conference provide a powerful launch pad for Japan market entry and expansion.