How I Built 3 Businesses in Japan (After Starting Over at 30)

The biggest reason foreigners fail to succeed in Japan is 'complacency.' With a stable job and salary, it's easy to get too comfortable and stop growing.

At 30, Lauren realized it would take another 10 years to reach management at Sony Music after 10 years of work, so she co-founded the ticketing platform Zaiko. When all events were canceled due to COVID-19, they pivoted to live streaming, and the company rapidly grew to almost 100 people.

In 2023, Lauren founded Vegas PR Group. Her strategy was no investors, no co-founders, and cash flow positive from day one, offering bilingual PR services. She emailed 30-50 industry connections, and three became her first clients.

'Nemawashi' (informal consensus building) is indispensable in Japanese business. You must gain approval from all stakeholders before an official decision, or you risk losing trust from Japanese staff.

The most crucial skill when selling to Japanese clients is 'patience.' Sales cycles are very long, and rushing for a 'yes or no' will always result in a rejection. Taking time to build relationships is key to success.

In Japan, immediately apologizing when a problem occurs is essential for building trust. In the US, an apology might admit fault, but in Japan, it's a form of communication and a way to show seriousness towards your job.

As a PR company growth strategy, focus on increasing contract value from existing clients rather than acquiring new ones. Most of Vegas PR's clients have at least 6-month contracts, with many continuing for over 2 years.

Among her three businesses, the fashion brand is the most difficult. It requires significant upfront investment due to the need for large-scale production of inventory, where smaller runs lead to higher costs. Restaurants are relatively more flexible as they don't need to stock 3 months' worth of ingredients in advance.

The key to excellent sales is 'enthusiasm.' While foreigners in Japan tend to be reserved, entering with high energy and excitement often leads to success.

Lauren wakes up at 4-5 AM and goes to bed by 9:30 PM daily. She has little personal time but can focus on complex problems that no one else can solve, thanks to excellent teams in each business.