Market research for business expansion in Southeast Asia

The Beginning — “How Should We Enter a Growth Market?”

The client was a leading consumer goods manufacturer that had operated in the domestic market for many years.
As Japan’s market matured, management attention naturally turned overseas—particularly toward the rapidly growing markets of Southeast Asia.

Thailand, Vietnam, Indonesia—regions with expanding populations, rising disposable income, and rapidly evolving lifestyles.
“How can we leverage our strengths in these markets?”
To answer this question, NUJP launched a research project to observe the real lives of local consumers firsthand.

Research Design — Hypothesis-Driven Interviews

The first step was organizing our hypotheses.
While existing data and statistics reveal purchasing power and household trends,
they do not show “how people actually choose products and live their daily lives.”

We therefore designed the study around qualitative field interviews.
Family structure, living conditions, income, distribution channels—each factor was organized into hypotheses regarding its influence on purchasing behavior,
which then informed the development of interview frameworks on the ground.

On the Ground — The Reality of Daily Goods in Thailand and Vietnam

The team traveled across major and regional cities in Thailand and Vietnam.
In Bangkok, we observed purchasing behavior in large supermarkets,
while in Hanoi and Ho Chi Minh City, we conducted interviews in small neighborhood stores, street stalls, and residential markets.

What stood out was that daily goods function not merely as necessities,
but also as expressions of “social status” and “personal lifestyle identity.”

For example, among younger consumers in Vietnam, the rise of “shareable lifestyles” via social media has increased appreciation for attractive packaging design and brand storytelling.
Meanwhile, in regional cities, price sensitivity remains high, and purchasing decisions are influenced more strongly by family trust and word-of-mouth within local communities.

In other words, even within the same country, purchasing psychology differs by “urban vs. regional” and by generation.

Insights — Opportunities at the Intersection of Data and Lived Experience

When field findings were cross-analyzed with quantitative data from Japan,
a new segment emerged.

An “aspirational middle-upper segment” within the growing middle class.
This group values not only price but also quality and design,
and increasingly associates Japanese products with meticulous craftsmanship and reliability as living standards rise.

For them, “Japanese brands” are not luxury symbols but markers of trust.
We concluded that designing products and distribution strategies tailored to this segment would be key to future expansion.

Recommendation — From Market Entry to Co-Creation

In the final report, we proposed not only “which country to enter,”
but also “which values to grow alongside.”

In Thailand, we recommended partnering with local companies to localize distribution and marketing.
In Vietnam, we proposed product development and digital initiatives aligned with the cultural sensitivity of younger consumers.

This approach emphasizes not simple expansion, but a model in which Japanese companies grow together with local lifestyles while respecting cultural context.

What We Felt on the Ground — Energy Beyond Desk Research

One moment that stood out occurred in a Bangkok supermarket,
when a mother shopping with her child said:

“Japanese products are expensive, but they’re reliable. I feel safe letting my child use them.”

In that single statement, we felt the depth of trust that numbers alone cannot capture.

Market research for expansion can be conducted through data analysis or surveys.
However, what truly informs strategic decision-making is the “temperature of real lives” felt on the ground.

This project reaffirmed for us that
“without walking the field, the meaning of numbers cannot be fully understood.”

Conclusion — Bringing Japanese Craftsmanship to Global Living

NUJP’s overseas market support is not merely about entry,
but about “reframing Japanese values within local contexts.”

Southeast Asia is growing rapidly. Yet within that growth, each lifestyle moves to its own rhythm.
We believe that within those differences lies the opportunity for Japanese companies to contribute meaningfully.