Revitalizing Japan's Local Heritage: Assentia Takes Traditional Businesses Global

Revitalizing Japan's Local Heritage

Japan boasts approximately 45,000 long-established companies, yet only a select few have ventured onto the global stage. Assentia Holdings, with roots in Japan and Singapore, has launched a project aimed at helping local historic businesses expand internationally through franchises. This initiative seeks to bring hidden gems from regional cities into the global market.

Why Focus on Local Traditional Businesses?

The concept emerged from Assentia's representative, Akira Tsuchiya, whose experiences during the pandemic inspired a realization about the untapped potential of local businesses. Spending extensive time in various towns across Japan, Tsuchiya observed the passion locals held for their favorite shops, many of which remained unnoticed by foreign visitors.

"What if we could bring these unique products to overseas markets?" This simple query sparked the genesis of Assentia's endeavor, aimed specifically at traditional companies in regional Japan.

The Significance of Traditional Heritage

Two years ago, a landmark moment occurred when Tsuchiya introduced his French business partners to Take-san Ramen, a ramen shop that had only one location in Japan. It was during this collaboration that his associates expressed a profound respect for the storied heritage of Japanese companies. This poignant recognition underscored the uniqueness of Japan's brand narrative, which transcends monetary value.

In France, a country steeped in history and culture, the admiration for enduring narratives is particularly strong. For Take-san Ramen, the secret to its charm lies not in its location count but in its cultural lineage. The original miso for their ramen is crafted by Kokuhei Miso, a 242-year-old miso brewery in Nagano that sticks to traditional wooden barrel brewing methods.

This deeply rooted commitment to craft is what captivated foreign partners and illustrated the immense potential of Japanese traditional businesses that remain largely unexplored abroad.

A Call to Action for Traditional Entrepreneurs

Tsuchiya’s vision doesn’t only rest on food; instead, it seeks out a myriad of local entities rich with narrative and cultural significance. His approach is evident in the resounding support from local producers like Yoshifumi Koyama, the ninth-generation leader of Kokuhei Miso. Koyama shares that while the company never aggressively sought international expansion, they recognized its necessity for longevity in the brewing industry.

Their pivotal partnership with Take-san Ramen paved the way to export not just their miso but to include Kokuhei's products right on the shelves of their international locations, enhancing their business model substantially.

The Economic Landscape of Traditional Businesses

According to research from Teikoku Databank, Japan holds a significant majority, with over half of the world’s 100-year-old companies. Yet, only 21% of small to medium-sized enterprises in Japan export their goods abroad, creating a vast pool of untapped markets yearning for quality Japanese products.

Assentia plans to traverse this gap by engaging directly with local businesses to identify their unique values. The process begins with thorough discussions around the company’s history and product qualities, enabling Assentia to package these narratives into viable franchises for international markets.

Strategies for Global Expansion

Assentia's methodology involves direct negotiations with overseas partners rather than relying on traditional event showcases or subsidies. This ensures a personalized approach tailored to each business’s needs. Their network, expanding to over 250 locations across 30 countries by 2026, is built on solid relationships that have developed over the years, ensuring authenticity and trust in international dealings.

Invitation to Collaborate

Assentia is actively seeking businesses with rich histories and narratives, regardless of industry, that are ready to contemplate international expansion. As Koyama reflects, "There are endless gems in Japan's local markets; with the right partnerships, these can become renowned worldwide."

If you are among those traditional enterprises ready to explore overseas opportunities, Assentia Holdings welcomes you to share your story. In doing so, you could be the next chapter in Japan’s proud legacy, bringing your craft, story, and products to the global community.