Most foreign SaaS companies struggle to land even a handful of enterprise clients in Japan.

Shay Khosrowshahi helped scale Ulife to 50+ B2B customers in just 18 months, largely through strategic partnerships.

In this episode of the Scaling Japan Podcast, we break down how he did it.

Shay is the co-founder of NXL and former Managing Director of Ulife APAC. After a 100M investment, he was sent to Japan to launch and scale the business in one of the most credibility-driven markets in the world.

We explore what partnerships really mean in Japan, how to align incentives with distribution partners, and why most founders underestimate the level of commitment required to succeed here.

Shay shares tactical insights on discovery calls, partner qualification, internal champions, cultural misalignment, and how to create momentum that compounds over time.

If you are a SaaS founder, CRO, or GTM leader entering Japan, this episode offers a practical partnership blueprint grounded in real execution.

In This Episode, We Cover:

• What a partnership actually means in the Japanese market

• Distribution partners vs strategic alliances

• Why hunger and ambition matter more than brand size

• The 70/30 discovery framework for qualifying partners

• How to forecast revenue impact to align incentives

• Managing harmony culture while still driving urgency

• Why early wins create long-term momentum

• When to double down or exit a partnership

• Why getting direct customers first gives you leverage

Guest Appearance:

🔗 Shay Khosrowshahi LinkedIn

🌐 NXL : www.yournextlevel.io

Show Notes :

00:01 Introduction to Shay and his Japan scaling journey

02:09 Defining partnerships in the Japan context

03:11 Types of partnerships that worked

06:39 How to vet partners and why hunger matters

10:47 The 70/30 discovery call framework

17:21 Training partners and building internal champions

29:20 Cultural hurdles and harmony-driven challenges

38:21 Measuring partnership health beyond revenue

45:32 Final advice on commitment in Japan

46:31 Why direct traction strengthens partnership leverage

📩 Want more insights?

Subscribe to our newsletter for Japan business resources and upcoming event invites:

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🎤 Scaling Japan Podcast

Grow your business in Japan with Tyson Batino

📱 Listen on Spotify, Apple Podcasts, YouTube & more

🌐⁠ https://scalingyourcompany.com/podcast/⁠

In this episode of the Scaling Japan Podcast, we explore the world of copywriting in Japan, a critical but often misunderstood part of doing business in the Japanese market.

We’re joined by Yuji Kobayashi, CEO of Kakusha and lead Japanese copywriter for Scaling Your Company, and Asama Toyozawa, CMO of AI Market with past experience at global firms like Spotify and Taboola.

Together, we unpack why trust-based messaging, tone, and phrasing are essential for success in Japan and how Western-style copywriting can fall flat if not localized properly.

From dissecting campaigns by brands like Nike Japan to understanding how language and psychology influence consumer behavior, this episode offers practical tips and cultural insights for businesses targeting Japanese customers.

Whether you're a founder, marketer, or localization professional, this is a must-listen episode for creating Japanese copy that converts.

🎧 Listen to learn:

• Why direct copy fails in Japan and what to do instead

• How Japanese consumers read trust (and spot inauthenticity)

• Cultural reasons behind soft, inviting phrasing in Japanese marketing

• The difference between writing for LINE, Instagram, and websites

• Examples of both good and bad Japanese copy (and why they work or don’t)

• When to use polite vs casual language across platforms

• Why buzzwords rarely work in Japanese copywriting

• How font and character choice can make or break trust

Guest Appearance:

🔗 Yuji Kobayashi on LinkedIn

🔗 Asama Toyozawa on LinkedIn

🔗 Asama’s AI Market Website

Show Notes:

00:00 - Introduction & Guest Backgrounds

03:36 - Why Copywriting is Critical in Japan

05:37 - Good Copywriting Examples

08:00 - Building Trust for Small Businesses

10:40 - Second-Hand Bookstore Case Study

12:43 - AI Market's Copywriting Journey

17:10 - Font Mistakes & Trust Issues

18:37 - Japanese vs Western Copywriting Differences

20:00 - Making Copy More Welcoming

22:41 - Formality Levels Across Platforms

24:05 - Expressing Results Differently

26:06 - Translation & Localization Challenges

27:58 - Buzzwords of the Year

32:00 - Why Not to Use Buzzwords in Marketing

36:05 - Platform-Specific Copywriting Strategies

39:05 - Instagram Text Layout & Eye Scanning

41:07 - Video vs Static Performance

43:06 - Closing Thoughts

📩 Want more insights?

Subscribe to our newsletter for Japan business resources and upcoming event invites:💌 https://scalingyourcompany.com/blog/#newsletter

🎤 Scaling Japan Podcast

Grow your business in Japan with Tyson Batino

📱 Listen on Spotify, Apple Podcasts, YouTube & more

🌐 https://scalingyourcompany.com/podcast/

In this episode of the Scaling Japan Podcast, we’re joined by Anna Skrypka, a cultural AI strategist, creative director, and founder of Anna Skrypka Studio. Anna is also the creator of the Augmented Human Method, a framework that unifies cultural intelligence and AI-powered go-to-market (GTM) strategy.

With over 15 years of experience in global tech and nearly a decade in Japan, Anna has helped scale SaaS and creative tech businesses for companies like Autodesk and Woven by Toyota. She now advises startups and corporates on how to enter and scale in Japan using culturally intelligent GTM systems.

In this episode, Anna shares how most startups are failing their Japan GTM — not because of product issues, but because they ignore cultural trust signals and scale with AI in the wrong direction. If you're a founder or marketer entering Japan, this conversation will change how you think about localization, AI workflows, and market fit.

What you’ll learn in this episode:

• Why Japan is a high-context market and how it changes buyer behavior

• How cultural intelligence improves GTM messaging and product resonance

• The 3 biggest GTM traps (Great Translation Fallacy, Silent Excellence Trap, AI Acceleration Paradox)

• How to use AI marketing workflows with cultural nuance

• Visual and narrative localization: what most GTMs miss

• Japan tech trends to watch in 2026

Show Notes:

00:00 – Introduction

02:40 – Cultural Intelligence: The Missing Piece in Japan GTM Strategy

06:23 – Trust Signals and Misconceptions About “Difficult” Japan

12:04 – 3 Big GTM Traps Companies Fall Into

20:59 – AI Workflows for Culturally Intelligent Marketing

34:50 – Visual Localization and Creative AI Tools

43:33 – 5 Questions to Diagnose If Your Japan GTM Will Fail

Links from Guest Appearance:

🔗 Anna Skrypka – Founder, Anna Skrypka Studio

🔗 LinkedIn: https://www.linkedin.com/in/annaskrypka/

🔗 Website: https://annaskrypka.substack.com/

📄 Case Study: The AI Marketing Workflow That Actually Works in Japan https://annaskrypka.substack.com/p/the-ai-marketing-workflow-that-actually?utm_source=publication-search

Coaching with Tyson

Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services.

📈 Visit here to learn how he can help

🎤 Send in a voice message:⁠ https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message⁠

In this follow-up to Part 1, we continue our conversation with Ryosuke (Ryo) Murai, CEO and co-founder of AI Market and former CSO of Connected Robotics, where he led a ¥1.7B Series B raise.

This episode is all about how to stand out as a potential co-founder, what really matters during the decision-making process, and how to build a founding team that can last, especially in the Japan startup ecosystem.

Ryo shares his perspective on the co-founder "dating process," how to assess fit beyond just skills, and why 3 co-founders ended up being the right structure for their team.

If you're thinking about starting a company in Japan, or advising someone who is, this is an honest and practical look at how co-founder partnerships are actually formed.

What you’ll learn in this episode:

• What founders look for when choosing a co-founder

• How to communicate your vision without overhyping

• Why startup experience isn’t everything (and what matters more)

• The emotional and mindset fit behind great co-founder teams

• Why AI Market chose to bring on a third co-founder

Show Notes:
00:00 – Introduction and recap from Part 1
01:34 – What makes someone stand out as a co-founder
04:50 – Selling your vision and framing your skills
09:00 – Is track record necessary? What else matters?
14:05 – Dating analogy continued: chemistry and red flags
19:50 – Co-founder role clarity and team structure
23:40 – Why 3 co-founders worked better than 2
28:12 – Final thoughts for founders entering the co-founder search

Guest:
Ryosuke (Ryo) Murai – CEO & Co-founder, AI Market
LinkedIn: https://www.linkedin.com/in/ryosukemurai/

Coaching with Tyson

Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services.

📈 Visit here to learn how he can help

🎤 Send in a voice message:⁠ https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message⁠

In this episode of the Scaling Japan Podcast, we’re joined by Ryosuke (Ryo) Murai, CEO and co-founder of AI Market and former CSO of Connected Robotics, where he led a ¥1.7B Series B raise. Ryo shares what it actually takes to find a strong co-founder in Japan and opens up about how he and Tyson teamed up to start AI Market.

This is Part 1 of a two-part conversation where we dive deep into co-founder decision-making, mindset alignment, storytelling, and early fundraising strategy in Japan.

If you're planning to launch a startup in Japan or are in the early stages of finding a co-founder, this episode is packed with practical insights from two operators who have done it.

What you’ll learn in this episode:

• Why Ryo decided not to launch solo
  

• What makes someone an attractive co-founder
  

• How to sell your startup vision to a potential co-founder
  

• Where to actually meet co-founders in Japan
  

• The importance of founder-market fit and track record
  

• Why AI Market chose to bootstrap with angels instead of raising VC
  

Show Notes00:00 – Introduction

02:27 – Why Ryo decided to look for a co-founder

04:08 – How Ryo and Tyson met and decided to team up

06:52 – What makes an attractive co-founder

13:58 – Selling your vision and founder-market fit

27:40 – Co-founder fit is like dating

30:03 – Where to find co-founders in Japan

35:04 – The Benefits of Having Three Co-Founders

38:00 – External Resources: Accelerators and LinkedIn

41:40 – Why AI Market didn’t raise VC and chose angel funding

45:20 – Alternative Funding Strategy with Angel Investors

Stay tuned for Part 2!

Links from Guest Appearance:

🔗 Connect with Ryosuke (Ryo) Murai on LinkedIn – https://www.linkedin.com/in/ryosukemurai/

Coaching with Tyson

Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Ignacio Dávalos, Content Strategy Director at AIM B2B (a Custom Media company), and an experienced marketer who has led multi-channel B2B and B2C strategies for global brands like L’Oréal, Gengo, and Lionbridge.

Ignacio breaks down how LINE Ads work in Japan, why they are so effective across multiple industries, and how the platform differs from Western advertising tools like Meta. He explains the ad formats that perform best, how targeting works using Yahoo Japan’s data, and why the LINE Official Account is essential for converting and nurturing leads.

He also shares B2C and B2B case studies, full-funnel strategies, CRM integration recommendations, and the most common mistakes foreign companies make when using LINE Ads.

If you’re a marketer, founder, or advertiser looking to grow in Japan, this episode gives you a tactical, platform-specific playbook for succeeding with LINE.

This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.

They can help you with:

• Localized storytelling to build trust in Asian markets
  

• Strategic performance marketing (LINE Ads, LinkedIn Ads, GEO, SEO)
  

• Account-based marketing (ABM) and paid media
  

• HubSpot-certified CRM & marketing automation
  

• Data-driven implementation with cultural expertise
  

🔗 Learn more about AIM B2B : https://hi.switchy.io/h7TM

01:35 – Guest Introduction

03:54 – Introduction to LINE’s role in Japan

05:08 – LINE vs Meta comparison

07:20 – Ideal industries for LINE Ads

08:24 – LINE's lead-generation features

11:42 – B2C & B2B case studies

15:32 – LINE ad formats (VOOM, Smart Channel, more)

18:06 – Best video ad length

19:01 – Targeting using Yahoo Japan data

24:48 – Full-funnel strategy with LINE

27:10 – LINE Official Account features

30:42 – CRM integration via LINE API

32:50 – Common mistakes foreign companies make

35:16 – Misconceptions about LINE

35:57 – Advanced B2B funnel (LINE → LinkedIn)

38:16 – Future of LINE (AI integration & B2B growth)

41:37 – Ignacio’s upcoming GEO seminar

Connect with Ignacio Davalos on LinkedIn – linkedin.com/in/ignaciodavalos

Link to GEO Strategy Online Webinar from AIM B2B: https://aim-b2b.com/lp/the-master-generative-engine-optimization-strategy/

Looking to take your business to the next level?

Let our host Tyson Batino help you scale your company from $100,000 to $10,000,000 with personalized coaching and advisory.🎤 Send in a voice message:

https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Ignacio Davalos, Content Strategy Director at AIM B2B (a Custom Media company) and an experienced marketer who has led full-funnel B2B and B2C programs for brands like L’Oréal, Gengo, and Lionbridge.

Ignacio breaks down how LinkedIn is actually used in Japan, who the real users are, what types of campaigns perform well, and why Western lead-generation playbooks often fail when applied to the Japanese market. He shares practical insights on localization, targeting, tool integrations, and campaign structure, backed by multiple real case studies.

If you're a marketer, consultant, or B2B advertiser looking to run LinkedIn campaigns in Japan, this episode gives you a tactical, Japan-specific guide to what works and what doesn’t.

This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.

They can help you with:

• Localized storytelling to build trust in Asian markets
  

• Strategic performance marketing (including LinkedIn Ads)
  

• Account-based marketing (ABM), paid media, GEO, and SEO
  

• HubSpot-certified CRM and marketing automation
  

• Data-driven implementation with cultural expertise
  

Learn more about AIM B2B here: https://hi.switchy.io/h7TM

00:29 – Introduction

00:56 – Guest Introduction

03:03 – LinkedIn user numbers & growth

07:09 – User demographics in Japan

11:41 – Competitors to LinkedIn

14:10 – How Western companies use LinkedIn

15:50 – How Japan uses LinkedIn differently

18:34 – Japanese vs Western tool integrations

26:30 – French newspaper case study

28:50 – Strengths of LinkedIn as an ad platform

34:39 – Cybersecurity case study

37:29 – How to build a successful awareness-phase campaign

40:10 – Localization of messaging & targeting

48:23 – Japanese vs English ads

49:50 – Pitfall: MBA campaign with low results

51:16 – Common mistakes in follow-up and nurturing

Connect with Ignacio Davalos on LinkedIn – linkedin.com/in/ignaciodavalos

Link to GEO Strategy Online Webinar from AIM B2B: https://aim-b2b.com/lp/the-master-generative-engine-optimization-strategy/

Looking to take your business to the next level?Let our host Tyson Batino help you scale your company from $100,000 to $10,000,000 with personalized coaching and advisory.

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Sam Bird, a marketing and communications executive with over two decades of experience in digital strategy, business development, and B2B marketing. He has served as COO of Custom Media and AIM B2B, and has trained executives and multinational teams across Japan.

Sam breaks down how AI is transforming search behavior, and why traditional SEO tactics no longer guarantee visibility in AI-generated results from tools like ChatGPT, Bing Copilot, and Perplexity.

He explains the growing importance of GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization), what companies are getting wrong when adapting, and how businesses in Japan can take advantage of the current AI adoption gap.

If you’re a marketer, consultant, or content strategist looking to stay ahead of the AI curve, especially in Japan, this episode is your inside guide to the future of search.

AIM B2B – Integrated Marketing & PR in Asia

This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.

They can help you with:

• Localized storytelling to build trust in Asian markets
  

• Strategic performance marketing for measurable growth
  

• Account‑based marketing (ABM), paid media, GEO, and SEO
  

• HubSpot‑certified CRM & marketing automation
  

• Data‑driven implementation with cultural expertise
  

⁠🔗 Learn more about AIM B2B ➜ https://hi.switchy.io/h7TM

Link to GEO Strategy Guide from AIM B2B : https://aim-b2b.com/lp/the-master-generative-engine-optimization-strategy

Show Notes:

Show Notes:00:00 – Introduction

02:19 – What is GEO and How is it Different from SEO?

06:06 – Are GEO and AI Searches being done in Japan?

08:01 – Can You Rank on Google and NOT Appear in AI Searches?

14:47 – AI Adoption and Usage in Japan

18:23 – What LLMs are Popular in Japan?

21:11 – Mistakes Companies Make Switching to GEO/AEO

26:01 – How LLM and GEO/AEO Fit in Content Marketing

31:51 – Best Practices for GEO/AEO

34:00 – GEO in B2B Strategy

Coaching with Tyson

Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services.

📈 Visit here to learn how he can help

🎤 Send in a voice message:⁠ https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message⁠