International expansion and exports to Japan

Japan as a market

Norway mainly exports fish and fish products, minerals, chemicals, machinery and metals to Japan. Norway and Japan have also enjoyed strong diplomatic relations for many years, alongside cooperation in science, technology, research and education. This creates significant export opportunities for Norwegian businesses.

While the export opportunities are considerable, Japan is also a challenging market where building long-term relationships is essential. Trust is key to strong business relationships, which are often built through references and introductions. Japanese products and sales processes are generally of a high standard, and expectations of service are broad. You are expected to meet deadlines, even during holiday periods and public holidays. It is also important to adapt to Japanese working practices.

Our office in Tokyo

Our team in Japan has built strong relationships with a wide range of market players over time, creating a network that makes it easier for you to form partnerships.

We can help you with:

• Market analysis and partner searches
• Strategic advisory during the market entry phase, as well as support in discussions with partners and customers
• Access to government contacts through our presence at the Norwegian Embassy
• Introduction to other major Norwegian initiatives, particularly in areas such as hydrogen and offshore wind
• Workshops, seminars and networking events

Nordic Innovation House Tokyo

Nordic Innovation House is a collaboration between Denmark, Finland, Iceland, Sweden and Norway. Our aim is to help start-ups and scale-ups access new markets and grow. With funding from Nordic Innovation and the Nordic Council of Ministers, Nordic Innovation House showcases inspiring entrepreneurship and innovation, Nordic values and the Nordic approach to doing business.

Read more about the Nordic Pavilion and World Expo Osaka 2025

Opportunities for Norwegian companies in Japan

Renewable energy and hydrogen

Japan has introduced incentive schemes to accelerate the adoption of renewable energy, particularly solar power. The country is making significant investments to become an international leader in developing global hydrogen value chains. Japan's hydrogen roadmap sets out clear targets for end use in both the transport and power sectors, with large-scale imports of carbon-free hydrogen forming part of its official energy policy. Norwegian companies often need to work with local partners to take part in this development.

Health and welfare

Japan faces a significant population decline and a steadily growing proportion of older people. The country needs solutions that can reduce public spending on national health and welfare services. There is a need for technology that supports preventive measures, improves older people's quality of life, eases the burden on carers and addresses labour shortages.

Aquaculture and fisheries

Japan has launched ambitious national programmes for the exploration and extraction of seabed minerals. Norway's experience and technological expertise from deep-sea operations in the oil and gas industry on the Norwegian continental shelf suggest that seabed mineral extraction could become a major new industrial sector for Norway. The technological challenges involved in launching large-scale commercial activity will create significant opportunities for Norwegian technology suppliers in the maritime and subsea industries.

Tourism from Japan

Japan is an important market for Norwegian tourism and represents a high-spending customer group that chooses our high-quality products and services. We offer a range of activities in Japan and actively engage both consumers and the travel trade through various channels.