Up to 60 Ukrainian companies master strategies for entering the Japanese market at training by UNDP, UCCI and JETRO

Kyiv, 15 July 2026 — The United Nations Development Programme (UNDP) in Ukraine, together with the Ukrainian Chamber of Commerce and Industry and with financial support from the Government of Japan, today concluded the two-day practical training "Opportunities for Trade, Partnership and Entry of Ukrainian Companies into the Japanese Market". Over 14–15 July, more than 70 representatives from almost 60 Ukrainian small and medium-sized enterprises worked alongside experts and Japanese partners to turn the ambition of entering the Japanese market into a concrete action plan — and to bring the Ukrainian economy closer to one of the world's most demanding, yet most promising, markets. The event was held in cooperation with the Japan External Trade Organisation (JETRO).

The Japanese market promises Ukrainian companies significant prospects — while also setting a high bar. It requires consistent quality and supply, proper certification and labelling, adapted presentation materials, and an understanding of a Japanese business culture oriented towards long-term partnerships. The training drew on the practical experience accumulated by UNDP and the UCCI, including the guide "How to Export to Japan" and a sectoral study of promising sectors of the Ukrainian economy for export to Japan.

The programme also built on JETRO's "Ukraine TOP 100" materials, which serve as a reference point for company profiling and market positioning.

Opening the training, Ambassador Extraordinary and Plenipotentiary of Japan to Ukraine Masashi Nakagome set out what the Japanese market expects of new partners:

"The Japanese market is often described as demanding, and that is true. Consumers and business partners expect consistent quality, reliable delivery, careful presentation, and close attention to detail. Trust is earned gradually and maintained through long-term commitment. Yet these expectations should be seen not as barriers, but as opportunities. Companies that meet them often enjoy exceptionally loyal customers and enduring business relationships."

For UNDP, supporting the export capacity of businesses is part of broader efforts to recover the private sector, which is set to become a driver of economic growth.

"Ukraine's sustainable recovery is impossible without a strong, competitive and outward-looking private sector," said Auke Lootsma, UNDP Resident Representative in Ukraine. "By helping Ukrainian small and medium-sized companies prepare to work with Japanese partners, we are investing in export diversification, new jobs and the country's long-term economic resilience, as well as its progress towards the EU."

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The training's co-organiser — the UCCI— sees the Japanese direction as one of the priorities for Ukrainian exporters.

"The Ukrainian Chamber of Commerce and Industry has for decades helped domestic businesses find partners abroad, and the Japanese market is among the most promising," said Gennadiy Chyzhykov, President of the UCCI. "Our task is to give companies not general advice, but working tools and direct access to the market, so that the interest of Japanese partners turns into concluded deals."

Demand for cooperation is growing on the Japanese side as well. According to the Embassy of Japan, more than 80 Japanese companies, with the support of their government, are already operating in Ukraine or seeking Ukrainian partners — across sectors ranging from agriculture and IT to energy, infrastructure and healthcare. The main barrier remains not a lack of interest, but the readiness of Ukrainian companies to meet market requirements — which is precisely what the training set out to address.

"Japanese business is increasingly interested in cooperation with Ukrainian companies," said Shigeru Kono, Ukraine Business Advisor at JETRO. "Practical preparation, such as this programme, helps Ukrainian producers meet the expectations of the Japanese market and turn interest into real partnerships."

The programme was designed as a step-by-step journey — from assessing whether a product is ready for the Japanese market to selecting sales channels and calculating the final cost of goods. Participants did not merely listen to experts but, step by step, prepared their own materials: company profiles, compliance checklists, and pricing and logistics calculations. By the end of the training, each company had developed its own action plan for entering the Japanese market.

As a result, almost 60 Ukrainian companies gained a working tool: a plan for entering the Japanese market and ready-to-use materials that can be applied straight away in negotiations with partners. In the coming months, UNDP will continue to support the companies — with consultations, assistance in finding partners, and materials for further work.

For Ukraine's economy, this is a concrete step towards diversifying exports and tapping into new markets — a source of foreign-currency earnings, jobs and resilience in wartime. And since Japan is a gateway to the wider Asian market, entering it opens up a path for Ukrainian business far beyond its borders.

Media enquiries: Yuliia Samus, UNDP Ukraine Head of Communications and Advocacy; e-mail: [email protected]