Bring Your Products to Market in Japan
COVUE helps Japanese and international businesses bring products to market and support products already being sold in Japan. Our teams assess regulatory requirements and handle applicable licensing and import procedures. We also provide inbound logistics support, localization and launch preparation, with customer care and ongoing regulatory services available when needed.
Since 2013
Supporting businesses with products in Japan
Licensed in Japan
MAH and regulated-product support
ISO 9001:2015
Quality management certification
Product Compliance Expertise
Regulatory assessments and applications
Getting Your Products Ready for Japan
Bringing products to the Japanese market involves regulatory requirements that can differ significantly from those in other countries. Product classification, ingredients, labeling and import responsibilities all need to be considered. Depending on the product category, additional licensing, testing or registration may also be required before products can be imported and sold.
COVUE works with your product information and planned sales channels to identify the relevant procedures, prepare required documentation and establish who is responsible for each step. Depending on the product and service scope, our specialists can handle applicable regulatory tasks directly or work with your appointed providers.
Whether you’re entering Japan for the first time, introducing a new product line or seeking support with existing import and compliance requirements, COVUE can handle specific services or coordinate several activities according to your needs. We work with both international brands and Japanese companies, providing practical support based on the products and services involved.
Here is how we can help:
Discover the details of our capabilities below.
Regulatory Compliance and Import Licensing
Launching a new product, adding a product line or updating an existing product can each raise regulatory questions in Japan. Requirements depend on the product category, ingredients, intended use and applicable regulations.
COVUE’s compliance specialists assess product requirements, prepare regulatory documentation and support applicable licensing and import procedures. For eligible products, COVUE also provides licensed Marketing Authorization Holder (MAH) services for cosmetics, quasi-drugs and medical devices.
Our regulatory compliance and import services include:
- Pre-Market Check (PMC) and product classification – Reviewing ingredients, materials and product specifications to identify applicable regulations, restrictions and import requirements.
- Attorney for Customs Procedures (ACP) and Importer of Record (IOR) arrangements – Acting as the appointed customs representative for eligible non-resident importers, who retain their importer status.
- Marketing Authorization Holder (MAH) services – Providing applicable licensed regulatory responsibilities for eligible products, including registration and quality-related requirements.
- Product registration and regulatory applications – Preparing required notifications, applications and supporting documentation for submission to Japanese authorities.
- Labeling, claims and compliance review – Assessing Japanese product labeling, packaging information and marketing claims, with testing coordination where required.
Depending on the product, importer responsibilities and business requirements, COVUE can also support alternative import models where an ACP arrangement may not be suitable. Our team assesses the applicable requirements and helps determine the appropriate approach for each case.
Japan Inbound Logistics Support and Fulfillment
Importing products into Japan requires accurate documentation and clear communication between the importer, shipping providers and receiving facilities. Once products arrive, businesses may also need suitable warehousing and fulfillment arrangements.
COVUE provides import-related administrative support and works with clients and their appointed logistics providers to ensure the necessary information and documentation are available. Freight arrangements and transportation are handled by licensed providers, while appointed customs brokers manage customs clearance.
Our logistics and fulfillment support includes:
- Import documentation support – Reviewing commercial invoices, packing lists and other documents required for import procedures.
- Shipment communication and follow-up – Sharing shipment information, arrival updates and documentation requirements with clients and their appointed service providers.
- Warehousing and inventory management – Supporting product receiving, storage, stock tracking and inventory management through agreed facilities and partners.
- B2B and B2C fulfillment – Supporting order processing, picking, packing and fulfillment through suitable third-party logistics providers.
- Regulated product handling – Supporting applicable incoming quality inspections and product handling documentation.
COVUE can provide support for individual imports or ongoing warehousing and fulfillment requirements, depending on the products and agreed service scope.
Market Research, Brand Localization and Launch Support
Products entering Japan often need more than direct translation to communicate effectively with local customers. A product page, package label or promotional claim may need adjustments to reflect Japanese customer expectations and applicable requirements.
COVUE combines market research with Japanese-language localization and creative services to help businesses prepare products and marketing materials for the Japanese market.
Our market research and localization services include:
- Market research and competitor analysis – Researching product categories, local competitors, pricing and relevant market conditions.
- Brand positioning and localization – Adapting brand messaging, product descriptions and selling points for Japanese audiences.
- Japanese content and packaging localization – Translating and adapting product information, packaging, manuals and marketing materials.
- Creative content development – Producing localized product imagery, graphics and written content for Japanese customers.
- Brand launch preparation – Developing launch messaging, landing pages and supporting marketing materials.
Where product information or promotional claims require regulatory review, our localization team works with COVUE’s compliance specialists.
We support both new product introductions and the localization of existing products, with services tailored to the materials and channels involved.
eCommerce and Marketplace Management
Selling through Japanese eCommerce platforms requires localized product content, platform-specific setup and ongoing account management.
COVUE supports businesses selling through Amazon Japan, Rakuten Ichiba and other eCommerce marketplaces and platforms. Our team helps establish online stores, develop Japanese product listings and manage agreed marketplace activities.
Our eCommerce services include:
- Marketplace setup and onboarding – Supporting seller account registration and store configuration.
- Product listing creation and optimization – Developing Japanese product titles, descriptions, imagery and listing content.
- Marketplace advertising and promotions – Managing agreed advertising campaigns and promotional activities.
- Ongoing account management – Supporting listing maintenance, store updates, marketplace inquiries and performance monitoring.
Clients can engage COVUE for initial setup, selected marketplace services or ongoing management based on their requirements.
Japan Customer Care
Customer questions about products, delivery or returns need clear answers, whether you’re launching a new product or already selling in Japan. As sales channels expand or service volumes change, these requests can become harder for internal teams to manage consistently.
COVUE provides Japanese-language customer care under your brand. Our team manages customer communication, records inquiries and coordinates with the appropriate teams when further assistance is required.
Our customer care services include:
- Customer inquiry management – Handling inbound calls, emails and product-related questions in Japanese.
- Order and delivery support – Responding to shipment inquiries and coordinating with logistics providers when issues arise.
- Returns, warranty and complaint handling – Managing customer requests and coordinating returns, warranty inquiries or further investigation.
- Case management and escalation – Recording reported issues and directing product quality or safety concerns to the responsible teams.
- Customer follow-up and reporting – Tracking inquiries, coordinating responses and providing service activity reports.
Our customer care team can support both new product launches and established businesses. For products requiring technical troubleshooting or repair, services can also connect with COVUE’s specialist After-Sales Services teams.
Ongoing Regulatory and Post-Market Support
For certain regulated products, compliance responsibilities continue after import and market launch. These may include maintaining regulatory records, monitoring product quality and managing safety-related information.
Where COVUE holds the applicable licensed role, including Marketing Authorization Holder (MAH) responsibilities, our compliance team manages the relevant ongoing requirements and coordinates with manufacturers and other responsible parties.
Our ongoing regulatory and post-market services include:
- Regulatory documentation management – Maintaining applicable product records, registration information and supporting compliance documentation.
- Product changes and compliance reviews – Assessing changes to formulations, specifications, labeling or manufacturing arrangements that may require regulatory action.
- Quality monitoring and complaint management – Documenting product quality concerns and coordinating investigations with manufacturers.
- Safety reporting and regulatory coordination – Managing applicable safety-related procedures, reporting and communication with Japanese authorities.
- Corrective actions and recall support – Coordinating investigations, corrective measures and product recall procedures where required.
Responsibilities depend on the product category, regulatory requirements and COVUE’s authorized role. We can also provide selected compliance consulting and documentation support to businesses holding their own licenses in Japan.
How Our Services Work Together
Some businesses come to COVUE for a specific requirement, such as an ACP appointment or Japanese labeling review. Others need several services coordinated, from regulatory assessments and product registration to import preparation and support after launch.
COVUE can handle individual services or bring relevant teams together when their work overlaps. For example, a compliance review may identify labelling changes that the localization team can help address before import. After launch, customer care can refer relevant product complaints to compliance specialists for post-market review.
We define the responsibilities and scope of each service with you, coordinating with your existing teams and appointed providers where necessary.
Why COVUE
COVUE combines regulatory expertise, licensed capabilities and Japan-based specialists to help businesses bring products to market and meet ongoing requirements.
- Experience in Japan Since 2013
With more than a decade of experience, COVUE has supported businesses across regulated and non-regulated product categories. Our experience includes helping international companies establish their own licensed presence in Japan. - Broad Product Coverage and Licensed Capabilities
COVUE supports a wide range of products entering Japan, from food and consumer goods to cosmetics and medical devices. Our team assesses each product’s requirements to determine the appropriate regulatory and import support. - Regulatory Specialists in Practice
Our specialists review product requirements and prepare regulatory applications. Where required, they also communicate with Japanese authorities and appointed service providers about submissions and next steps. - Flexible Services and Ongoing Support
Whether you need assistance with a specific regulatory requirement or several services working together, COVUE can tailor its involvement to your needs. Where we hold applicable regulatory responsibilities, our support also extends to ongoing compliance and post-market requirements.
Proven Through Experience
For a premium olive oil brand, COVUE supported early market testing in Japan. Within three months of launch, full-price purchases on Amazon Japan surpassed discounted trial purchases, showing promising demand beyond promotional offers.
What Our Clients Say
Hear from businesses that have worked with COVUE on regulatory compliance, import services and bringing their products to the Japanese market.
How We Work With You
Every business has different requirements when bringing products to Japan. Some need an initial compliance assessment, while others already have products in the market and require specific import, localization or ongoing support services.
We start by understanding your products and what you need COVUE to handle, then define the work, responsibilities and requirements before services begin.
Review Your Requirements
We review your products, intended sales channels and existing arrangements to understand your goals and the services you need. We also identify the product information and documentation available for our initial assessment.
Assess Regulatory and Import Requirements
Our specialists review applicable regulations, licensing needs and import arrangements where relevant. We identify potential restrictions, missing documentation and any additional assessments required before proceeding.
Define the Service Scope
Together, we confirm which services COVUE will provide, what remains your responsibility and where third-party providers are involved. We agree on the required documentation, deliverables and service terms.
Prepare and Deliver Services
Our teams carry out the agreed work, from regulatory applications and import documentation support to product localization or marketplace setup. We coordinate with relevant Japanese authorities and appointed service providers where required.
Provide Ongoing Support
Where ongoing services are included, COVUE continues to manage agreed responsibilities such as regulatory compliance, customer care and post-market requirements. We review changes to your products or service needs and adjust the scope where appropriate.
Frequently Asked Questions
Japan Market Insights & Resources
Explore COVUE’s latest insights on Japanese market trends, regulatory requirements and product import procedures. Our articles, guides and case studies offer practical information to help businesses make informed decisions about entering and selling in Japan.
Let’s Discuss Your Japan Requirements
Whether you’re preparing to introduce new products to Japan or need support with existing requirements, COVUE can help. Tell us about your products and what you’re looking to achieve, and our team will work with you to identify the appropriate services and next steps.