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NAVICUS Initiates New Business in Indonesia

NAVICUS, headquartered in Chiyoda, Tokyo, has recently embarked on a new venture aimed at assisting Japanese companies in their market entry and promotional activities in Indonesia. With a strong emphasis on developing social media strategies, NAVICUS aims to support not only private enterprises but also local governments in effectively communicating with their target audiences.

This new initiative is made possible through collaboration with key partners: AAI Co., Ltd, which specializes in supporting Japanese companies in expanding overseas from their base in Kurume, Fukuoka; PT Awina Sinergi International, focusing on business development and operations in Jakarta, Indonesia; and PT SELALU SENANG KARYA (Sakative), providing marketing assistance also in Jakarta. Together, these entities offer a comprehensive one-stop service covering everything from strategy formulation and partner development to legal procedures and promotional execution.

On July 17, 2026, a signing ceremony took place in Indonesia, attended by representatives from all four companies, marking the official launch of this collaboration.

Growing Demand for Overseas Expansion

Due to Japan's declining domestic market, driven by an aging population and prolonged yen depreciation, the demand for overseas expansion among Japanese companies continues to rise year by year. According to a survey by the Japan External Trade Organization (JETRO), more than 18,000 Japanese firms are now established across 83 countries and regions, indicating a significant shift towards seeking growth opportunities beyond Japan's borders.

Enterprises are increasingly targeting overseas markets not just for production facilities, but also for gaining brand recognition and driving sales. The ASEAN region, in particular, is gaining attention due to its growing market potential driven by population increases and a burgeoning middle class. Additionally, the minimal time difference with Japan fosters a strong cultural affinity towards Japanese brands, making sectors like food, consumer goods, and entertainment ripe for business development.

Opportunities in the Indonesian Market

Indonesia stands out as one of the world's most populous countries, with approximately 290 million residents and a stable GDP growth rate. With a rising labor force and expanding middle class, consistent market growth is anticipated for the foreseeable future.

The high smartphone penetration rate and the widespread adoption of e-commerce and social media for purchasing behaviors characterize the market. Particularly among younger consumers, the trend of discovering and buying products via social media has firmly taken root, creating an environment where digital marketing strategies can effectively drive purchasing decisions. Coupled with a strong trust and affinity for Japanese brands, this represents a substantial opportunity for Japanese businesses.

Challenges of Entering the Indonesian Market

Navigating the Indonesian market does not come without challenges. Companies often encounter a lack of information regarding local markets and customs, compliance with legal frameworks, finding reliable local partners, and executing promotional plans—all areas that require specialized support. A survey conducted by the Organization for Small & Medium Enterprises and Regional Innovation has shown that developing a reliable local partner is the most significant factor contributing to successful overseas expansion, highlighting the importance of an established local network.

Moreover, many firms tend to seek assistance from multiple service providers for various aspects of their market entry strategies, creating confusion and inefficiencies regarding who to consult for what. Recognizing this issue, NAVICUS has established a streamlined, one-stop support system in collaboration with various professional entities to facilitate Japanese companies' entry into the Indonesian market.

Comprehensive Support through Four-company Collaboration

This initiative aims to provide a seamless support system for Japanese companies from strategic planning to executing business and promotional activities in Indonesia. The distinct roles of the involved companies are as follows:

• - NAVICUS: Acts as the primary contact for Japanese companies, focusing on understanding entry objectives and business challenges while formulating marketing strategies and executing promotional campaigns.
• - AAI Co., Ltd: Serves as an expert overseas expansion partner to support market analysis and the development of business strategies, assisting in the identification of local partners.
• - PT Awina Sinergi International: This organization leverages its strengths in developing business operations in Indonesia, coordinating with financial institutions, government entities, and educational organizations to facilitate local enterprise collaboration and partner development.
• - Sakative: This company utilizes its extensive local network to connect with media and influencers, thereby aiding in the execution of promotional strategies.

Through this collaboration, the four companies aim to provide comprehensive support—from strategic planning and business matching to legal compliance and marketing implementation—facilitating a smoother entry for Japanese firms into the Indonesian market.

Support Services Offered

The project offers the following services tailored to Japanese firms considering or pursuing entry into the Indonesian market:

• - Market research and development of entry strategies
• - Business matching with local companies
• - Assistance with legal and administrative procedures
• - Development of local partnerships
• - Support for social media marketing and digital promotions
• - Influencer marketing support
• - Assistance with project implementation and local business development

Future Outlook (by Kazunya Takeuchi, CEO of NAVICUS)

“I believe that our experience in supporting communication through social media in Japan will allow us to build a strong foundation for Japanese companies to connect with local consumers in international markets. Having visited Indonesia multiple times, I have witnessed the enthusiastic support for Japanese entertainment and products, yet there remains an undeniable gap in fully communicating their value. This presents a significant opportunity for Japanese corporations. Through this project, we aim to facilitate consistent support from strategic planning to the execution of promotions in the Indonesian market.”

Kazunya Takeuchi emphasizes the importance of leveraging accumulated knowledge regarding local business environments and trends while fostering partnerships with local media, businesses, and educational organizations. This effort aims to bridge Japanese companies and the Indonesian market, allowing a fruitful exchange and engagement beneficial to both parties.