In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robert Heldt, CEO of AIM Worldwide, a B2B marketing and PR agency specializing in helping Western companies navigate the Japanese and South Korean markets. With 17 years of experience in Japan and a new office opening in South Korea in early 2025, Robert brings invaluable insights into two of Asia's most sophisticated yet distinctly different economies. Together, they tackle a critical question: Why do so many Western B2B companies fail when they treat Japan, Korea, and the broader Asian market as one homogeneous opportunity—and what does it really take to succeed?

➡️ Robert reveals the stark differences between Japan's relationship-first, risk-averse business culture and South Korea's fast-paced, digitally-driven marketplace. He explains how trust operates fundamentally differently in these markets, why your global marketing strategy won't land without deep localization, and the cultural missteps that can kill momentum before you even get started. From understanding the role of hierarchy and consensus-building in Japan to navigating South Korea's "Ppalli-Ppalli" (fast-fast) mentality while still respecting traditional business structures, Robert unpacks what Western companies must know before entering these $6 trillion markets. He also dives into channel strategy—why LinkedIn advertising fails in Japan while trade events thrive, why Naver and Kakao dominate in Korea, and how content expectations differ dramatically between formal, data-heavy materials in Japan versus visual, dynamic content in South Korea. They explore the agency landscape, regulatory compliance, PR dynamics including Japan's exclusive Press Club system, and the essential first steps for market entry.

Follow Robert Heldt,

https://linkedin.com/in/robert-heldt/

https://aimb2b.jp

If you're considering expansion into Japan or South Korea, or simply want to understand how cultural nuance shapes B2B marketing success in sophisticated Asian markets, this conversation is essential listening. It's practical, detailed, and filled with actionable insights that can save you time, budget, and costly mistakes.

00:00 - Introduction and episode overview

02:15 - Robert's background: from hospitality to B2B marketing in Japan

05:30 - Understanding the $6 trillion opportunity in Japan and South Korea

08:45 - Why treating Asia as one market is a costly mistake

12:20 - Cultural foundations: Confucian roots, hierarchy, and trust dynamics

15:40 - Buyer behavior differences between Japan and Korea

18:30 - Channel strategy: Why LinkedIn fails in Japan but trade events thrive

22:15 - Digital landscape: Yahoo Japan, Naver, Kakao, and YouTube

26:00 - Content expectations: Formal vs. visual, data vs. speed

29:20 - The consumerization of B2B content in Korea vs. traditional formats in Japan

31:30 - PR and earned media: Navigating Japan's Press Club system

35:10 - Regulation and compliance: Data privacy and advertising standards

37:45 - The agency landscape: Dentsu, Hakuhodo, and finding the right partners

40:20 - Essential steps for market entry and go-to-market strategy

42:30 - Future trends and closing thoughts

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What do you think matters more—speed to market or cultural respect? Let us know in the comments below.

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