Sometimes

localized products look strange to Japanese people

Suntory

a beverage maker

was the first company

to sell oolong tea in plastic bottles

in Shanghai

When they entered the market

only sweet drinks like cola or orange juice

were available at shops

By conducting research before its release

employees of Suntory found

that in China

people tend to buy soft drinks for their sweetness

The employees thought

that sugar-free tea might not be popular

Therefore

they sold not only sugar-free tea but also sweetened tea

that was low in sugar content

Thanks to this idea

Suntory's oolong tea was accepted by Chinese consumers

The Japanese domestic market has been shrinking

due to the declining birth rate and an aging population

and more and more Japanese companies are being forced

to expand into foreign markets

These successful cases of localization

are great examples for Japanese companies

of how to compete in new markets