COVUE

07/11/2025

Here’s something not enough brands realize:
Rakuten wants you to succeed.

But if you’re not actively building a relationship with their internal consultants, you might be missing out on the best real estate the platform has to offer.

One of our clients had great products and solid sales, but we knew they could go even further. So we did what most brands skip—we picked up the phone and worked directly with Rakuten’s eCommerce consultants.

The result?
We secured exclusive ad placements and visibility slots that aren’t available to everyone. These high-traffic spots gave their products a front-row seat—and the growth followed.

✅ Sales? Up.
✅ Clicks? Up.
✅ Brand visibility? Way up.

This wasn’t about having the biggest ad budget. It was about partnering smarter and knowing how to work with the platform from the inside out.

Have you ever collaborated directly with Rakuten’s internal teams?
Or are you curious what kind of access might be possible?

Let’s compare notes. This might be your next big unlock.

31/10/2025

What started as a fix… became a blueprint.

One of our clients was struggling with long repair times in Japan—products were being sent overseas for service, and customers were losing confidence.

So, we helped them build a localized repair solution—right in Japan.

📍 Faster turnaround
📍 Aligned with global systems
📍 Designed to meet Japan’s famously high service expectations

What happened next?
They didn’t just solve their Japan problem.
They created a new standard.

🛠 Their localized model became the best-performing operation outside HQ
🌍 It’s now being looked at as a blueprint for other international markets

And here’s the real takeaway:
Sometimes, solving a local challenge uncovers global opportunities.
What works in Japan—where standards are sky-high—often works everywhere else too.

Has one of your local teams ever outperformed the global setup?
What did you learn from it?

I’d love to hear how “local excellence” has shifted things for you.

29/10/2025

🧸 Planning to sell toys in Japan?
Before you ship, make sure you understand Japan’s strict safety and certification requirements. Missing even one step can delay or block your imports.

Our latest blog explains everything you need to know about toy regulations in Japan, including PSC and ST Marks, age classifications, and product testing.

Learn how to stay compliant, protect your brand, and build customer trust from the very start.

📖 Read the full guide here:
https://covue.com/blog/toys-what-you-need-to-know-about-japan-requirements-and-regulations/

Learn how Japan regulates toy and baby product imports. Understand 2025 Child PSC Mark certification, safety laws, and compliance steps.

27/10/2025

Importing food to Japan? These are the mistakes you can avoid.

Japan’s Ministry of Health, Labour and Welfare just released its latest list of food import violations. The message is clear. The same errors keep repeating, and they’re costing importers time, money, and credibility.

📑 Here are some of the common issues that you can avoid:

・　Too many chemical residues
Fruits, vegetables, grains, and meat sometimes contain pesticide or veterinary drug residues above Japan’s legal limits. Japan’s limits are often much lower than those used in other countries, so ingredients must be tested before export.

・　Unapproved food additives
Japan only allows certain preservatives, colors, and flavoring agents. Additives that are legal in the US or EU may not be permitted in Japan. If the product uses any unapproved substance, it cannot enter Japan.

・　Incorrect or missing Japanese labels
Every food item must have a Japanese label that includes allergens, ingredients, nutrition, and importer details. Labels printed in English or translated incorrectly are one of the top reasons for detention.

・　Unregistered factories or packers
Japan requires certain manufacturing sites, especially for meat, dairy, or processed foods, to be registered or approved before shipment. Products from unregistered sites are automatically rejected.

❓ Why this matters

Japan’s inspection process is strict because it protects consumers. But it also means there’s no flexibility if something is wrong. Once your shipment is stopped, fixing it becomes expensive and time-consuming.

At COVUE, we help brands check every step before their products leave for Japan. We verify suppliers, review ingredients and additives, translate and proof labels, and make sure factories are properly approved.

Compliance is not about avoiding rejection. It’s about protecting your investment and building long-term trust in one of the world’s most demanding food markets.

24/10/2025

You know what made the biggest difference in one of our client’s ad performance?

Not more spend.
Not new keywords.
Not fancy tech.

It was… packaging.
Yep. Packaging design.

When we noticed click-through and conversion rates were lagging, we looked beyond the ads and into the presentation.

🧠 We studied what appeals to Japanese consumers visually
🎯 Adjusted the design to highlight the product’s unique benefits
📦 Made the packaging cleaner, clearer, and more trust-building

The impact?

✅ CTR improved
✅ CVR jumped
✅ And suddenly… the same ads were performing WAY better

Sometimes success in Japan isn’t about changing what you sell—it’s about changing how you show it.

Have you ever made a small creative change that made a big difference?
Or do you feel like your visuals are falling flat?

Let’s chat visual strategy—Japan plays by its own rules, and it’s worth learning them.

22/10/2025

🙏 Expanding to Japan? Here’s How to Find a Trusted IOR!

Importing regulated products into Japan requires an Importer of Record (IOR) to manage compliance, customs clearance, and regulatory approvals for a smooth market entry.

The right IOR makes market entry seamless and hassle-free, but the wrong one? Expect delays, penalties, or even rejected shipments.

✅ What does an IOR do?
They take legal responsibility for your imports, ensuring they meet Japanese regulations for labeling, packaging, and safety while managing all required customs and compliance documentation.

🔍 How do you find a reliable IOR?
- Attend trade shows to meet industry experts.
- Leverage industry associations for trusted connections.
- Check product labels in retail stores for existing importers if possible.
- Research competitors to see who they use.
- Search online—look for IORs who share real industry insights.

🚨 Red flags to watch for:
- Lack of transparency - Hidden fees, vague pricing, or contracts that limit control over your product.
- Inexperience in your product category - No proven success in regulated goods.
- Slow response times - Poor communication can lead to costly delays.
- No ACP partnership - If they don’t work with an Attorney for Customs Procedures (ACP), your import process could stall.

Need a trusted IOR? COVUE is here for you!
Let’s make your Japan expansion smooth and stress-free.
Read the full guide here!
https://covue.com/blog/how-to-find-a-reliable-importer-of-record-in-japan/

Find a trusted Importer of Record (IOR) in Japan for smooth customs clearance, compliance, and hassle-free import of regulated products.

20/10/2025

📦 Starting October 12, 2025 — New Import Declaration Fields for E‑commerce Cargo 🚨

Heads up to anyone importing goods into Japan: from October 12, 2025, Japan Customs is introducing additional required fields on import declarations for all cargo.

These new fields aim to crack down on undervaluation, smuggling, and improper declarations in cross-border eCommerce.
Here are the three major additions:
①　Delivery destination name & address after import approval
②　A flag indicating whether the item is “通販貨物” (eCommerce cargo)
③　If it is eCommerce cargo, you’ll need to declare the platform name (e.g. which marketplace or site)

These rules apply across all types of imports, but importantly for eCommerce sellers and brands using fulfillment services (FS model) where overseas sellers pre-stock items in Japan for local delivery.

⚠ Why this matters to you
If your import declarations don’t include these fields properly, you risk:
・　Slower customs clearance
・　Request for supplemental data
・　Rejection or delays
・　Potential penalties if inconsistencies are found

The change is part of Japan's effort to tighten enforcement and ensure proper taxation and compliance as cross-border e‑commerce grows.

✅ What you should do now
・　Talk with your ACP / customs partner and confirm they’re aware of the upcoming changes
・　Update your SOPs so that your data capture systems (your order system, logistics provider, platform) are ready to send these new fields
・　Especially if you're using a fulfillment / FS model, make sure the platform name (or seller name) is tracked properly

Your ACP is a critical partner here. If they’re not ready, your shipments could hit customs roadblocks even if your product and paperwork are otherwise in order.

How COVUE can help
At COVUE, our compliance team works directly with you　to ensure all customs declaration data is accurate, complete, and aligned with the latest regulations. We help brands importing for eCommerce avoid costly delays and stay ahead of regulatory changes.

📩 Need help? Let’s talk. Our team is here to support your entire Japan journey.

17/10/2025

Running ads on Rakuten? Here’s the truth:

It’s not just about spending more.
It’s about knowing where and how to show up.

We worked with a brand that had been on Rakuten for years. Great product, great reputation—but sales weren’t growing the way they expected. Turns out, they had barely scratched the surface of what Rakuten ads could actually do.

So we got to work:
📌 Tapped into Rakuten’s on-site promotions
📌 Activated dynamic product ads
📌 Focused on placements designed to reach both new and returning customers

With just a few smart tweaks, we unlocked way more visibility—and that visibility turned into real, measurable results.

It wasn’t about spending more.
It was about using Rakuten’s tools strategically to reach the right people.

Have you tested any of Rakuten’s built-in ad tools?
Or are you still figuring out how to make them work for your brand?

Let’s share some wins (and mistakes). We’ve all been there.

15/10/2025

📢 Marketing in Japan isn't a walk in the park ⚠️
You are not just selling a product; you have to win over the hearts of consumers who might have appreciations for things that aren't so important in your culture.

But it doesn't have to be an impossible task.

Mastering some of the key marketing points can pave the way for long-term success in the market:

🌳Conducting thorough market research
🌳 Collaborating with local partners
🌳 Developing marketing campaigns that resonate with Japanese values

Simply translating your marketing material to fit the Japanese market just doesn't cut it. And you might even have to navigate through a web of non-compliant terms... 🕸️

Check out our blog to uncover additional key factors to consider when marketing your product in Japan, so you can become a beloved brand in this market!
📖 https://covue.com/blog/a-guide-to-marketing-in-japan-how-to-win-over-your-new-customers/

Entering the Japanese market is a unique experience, and one that many foreign companies struggle with. Bringing a new product into the market can take multiple steps, from the import stage, right through to reaching the final customer.

13/10/2025

Global trade is uncertain—but your Japan strategy doesn’t have to be.

Over the past weeks, we’ve explored insights from Japan’s 2025 Trade White Paper in our Global Trade Watch series. Here are the key takeaways for importers and brands:
🔹 Tariff shocks create volatility → Supply chains need resilience and compliance strategies.
🔹 Services and digital trade are outpacing goods → Success requires a strong digital presence in Japan.
🔹 Green Transformation (GX) is reshaping demand → Eco-conscious, compliant products win consumer trust.
🔹 Global South partnerships matter → Diversified sourcing supports growth and reduces risk.

The big picture?
Japan is strengthening its role as a reliable trade partner while adapting to global uncertainty. Businesses that prepare now will be positioned to grow stronger in this evolving environment.

At COVUE, we make this possible.
✔️ Full import compliance (ACP/IOR)
✔️ Digital and eCommerce optimization
✔️ Sustainable packaging, logistics, and supply strategies
✔️ End-to-end support tailored to your Japan market entry goals

Your brand can thrive in Japan—despite uncertainty—if you have the right partner.

👉 Let’s start shaping your Japan strategy today.

10/10/2025

No reviews.
Minimal ad spend.
A brand-new account.

How do you go from zero to 💯 orders in a single day?

Here’s how we did it:

One of our clients launched on Qoo10—a highly competitive marketplace in Japan. They had no historical performance. No social proof. And weren’t throwing money at ads.

So, we focused on strategy over spend.

🔎 Negotiated high-impact placement directly with Qoo10
🛒 Prioritized product visibility in exactly the right spots
💬 Built listings that converted, even without reviews
📈 Monitored metrics live and optimized in real-time

The result?
💥 100 orders in just one day
💥 45+ product reviews added in the following days
💥 A successful launch that set them up for long-term growth—with minimal costs

Sometimes, it’s not about how much you spend—it’s about where and how you show up.

Have you ever had a small budget but big expectations?
What tactics helped you maximize impact?

Let’s talk lean launch strategy—it’s one of our favorite challenges.

08/10/2025

Japanese consumer habits are very unique!
Because of their collective culture and the fact that English isn’t widely spoken, a lot of things that seem "normal" elsewhere might not click when you’re trying to sell your brand here.

Here’s what Japanese consumers often do:
👉 shop on websites only offered in Japanese.
👉 steer clear of brands with a poor reputation.
👉 care more about quality than quantity.

In this post, we'll dive into these unique habits and compare them to Western consumer habits. If you want to learn more, check out our blog!

https://covue.com/blog/how-westerners-and-japanese-shop-differently-online/

Unlock success in Japan's eCommerce market by understanding unique consumer behaviors. Learn how to build trust and optimize for mobile users.