Asia is not one market. And it rewards people who understand the difference.
Japan and Southeast Asia are two of the most valuable wellness markets in the world. But they require different approaches, different relationships, and a different understanding of what a local consumer actually wants.
Nanoco has operated in Singapore and Japan for nearly a decade. We have relationships that took years to build. If you are serious about Asia, we can get you in front of the right people.
Japan
The highest per capita spend on functional food in the world. A consumer base that takes wellness seriously and pays a premium for products they trust. Hard to enter without the right introductions. Very loyal once you are in.
$20B
Japan functional food market
Why serious brands are moving now.
The opportunitySoutheast Asia
350 million middle class consumers by 2030. The fastest growing wellness market in the world. Still early enough that the right positioning can build a category, not just compete in one.
350M
SE Asia middle class by 2030
The window
Most US brands wait until Asia feels obvious. By then the shelf is crowded and the distributor relationships are already taken. The brands that win move while the market is still building.
9.9%
Annual wellness CAGR globally
Our Asia experience
We did not read about these markets. We built in them.
Nanoco has active commercial relationships in Singapore and Japan built over nearly a decade of operating there. Our Japan relationships include corporate partnerships with major local companies. Our Singapore network covers food, retail, and institutional channels.
We also understand both sides of the Pacific because we bring our own Asian brands to the US. That cross-directional experience means we know how products, positioning, and price points need to shift when you cross a border. In either direction.
Is this where you are?
Who we work withNew to Asia
Japan and Singapore aren’t simply another US state expansion. Each market comes with its own distinct regulatory landscape and compliance requirements. The channel dynamics are different. Consumer trust is built differently. You need a partner who already has the map, not one who is going to draw it on your budget.
You have tried Asia before
A distributor who could not move volume. A launch that never got traction because the positioning did not translate. Asia rewards depth. If you went in without it, you likely found out quickly. We can help you go back with the right foundations.
Category matters to you
What works for a US wellness consumer does not always land in Japan or Southeast Asia without adjustment. You need someone who knows the category and the market. Not just one or the other.
We start with an honest conversation about fit.
How it worksStep 01
Assess
Free. No obligation.
Tell us about your brand and your target market in Asia. We will give you an honest read on where there is a real opportunity and which market to enter first.
Market fit assessment
Regulatory overview
Channel recommendation
Step 02
Open Doors
Real introductions.
If the fit is there, we make introductions to the right distributors, buyers, and channel partners. We do not send cold emails on your behalf and call it market entry.
Distributor introductions
Buyer meetings
Channel setup
Step 03
Stay In
Your Asia partner.
For brands where the opportunity is serious, we act as your on-the-ground presence in Asia. In the room. Following up in the right language. Keeping the relationship moving.
On-the-ground representation
Relationship management
Long-term partnership model
What makes Nanoco different for Asia entry.
Why usThe relationships came first
We did not build a business and then look for Asian partners. We built the Asian relationships first, over years of operating there. That is a meaningful difference when it comes to who picks up the phone.
We understand both sides
We bring Asian brands to the US and US brands to Asia. That cross-directional experience means we understand what needs to change about your product, positioning, and price point when you cross the border.
We are selective
We work with a small number of brands at a time. If Asia is not the right move for your brand right now, we will tell you. If it is, we will give it the attention it needs.
Tell us about your brand and where you want to go.
The first conversation is free and straightforward. We will tell you honestly whether there is an opportunity worth pursuing, which market makes sense to enter first, and what it would take to get there.
No cost. No obligation. Just an honest conversation about whether there is a fit.